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Chapter 4

Marketing Communication Planning Process

persuade and remind consumers. . about the brands which they offer for sale. directly or indirectly.Marketing Communication  They are the means by which marketers try to inform.

your marketing strategy. and the elements of your marketing mix.Marketing Plan  A formal document that details your objectives. your situation analysis. .

SITUATIONAL ANALYSIS IDENTIFYING MARKETING OBJECTIVES IDENTIFYING TARGET MARKET DEVELOPING MARKET STRATEGY PRICING STRATEGY PRODUCT STRATEGY PROMOTION STRATEGY DISTRIBUTION STRATEGY IMPLEMENTATION OF MARKETING STRATEGY EVALUATION & CONTROL .

Marketing Communication Plan SITUATIONAL ANALYSIS ESTABLISHING MARKETING COMMUNICATION PROGRAM BUDGET PLANNING DEVELOPING MARKETING COMMUNICATION PROGRAM EVALUATION & CONTROL OF MARKETING COMMUNICATION PROGRAM .

Situational Analysis  Competition & Company Analysis Market Analysis Customer Analysis Positioning Analysis    .

Marketing Communication Objectives  Creating brand awareness & building brand equity. Providing Information Increasing Sales Differentiating the brand Influencing consumer behavior     .

Budget Planning  Create brand awareness for a newly launched product: High Budget Reinforcing brand image: Less Budget  .

Developing Marketing Communication Program  Marketing Communication elements need to be used What media mix components should be used   How to implement the communication strategies (Push. Pull & Combination Strategy) .

Selection of Marketing Communication Mix  Advertising Sales Promotions Public Relations    Direct Marketing Personal Selling  .

Creative Strategy  Message Content Message Structure Message Format   .

Media Decisions  Selection of Media Classes: Types of media channels Selection of Media Vehicles: Specific Channel   Media Scheduling: Time & Frequency .

Evaluation & Control of Marketing Communication Programs  This is done through Communication Audit -Planning & Design -Research & Measurement -Analysis & Reporting .