Sales Promotion &PR (11) The Six Cs

• Cost : cost vs. value perception… ‘quality of life assessment’ with

elements such as cost of time and travel to make a purchase
( Future Foundation studies: customers restrict radius of travel within 14 km)
• Convenience of buying :place/location, mode of purchase, travel,
parking ( customers are lazy!). Studies confirm convenience scores over
price and range
• Concept: a mix of product and service..warranty, after sales service..
’value for money’..” a brand is principally a consolidation of a concept
into an easy -to -remember space in the costumer’s mind
• Communication: manner and method..SP becomes a persuader mobile
marketing, E-tailing)
• Customer relationship: respect , recognition and remembrance..
Important to integrate responses to customers across the organisation
( research indicates an integrated approach is worth 30% of sales (or a loss of 30% if it is absent!)

• Consistency : reassurance of ongoing quality & reliability of other 5 Cs

Positioning :
The essence of Marketing Strategy

Positioning: “How a company is perceived in the minds of its stakeholders ”

Steps:

Current Perception

Desired Perception

Positioning
Statement
 An Indicative Advertising Brief Format/Template
 1 Advertising Objective: e.g. - To change
perception from ‘conservative’ to ‘contemporary’ and
increase market share from say 15% t0 25% in 24
months
2 Target Market : e.g. - SEC A ; metro cities; age
group : 18-35; middle class +, male and female
3 Positioning : a) Current :how are we perceived by
the Target Market now? e.g.: ‘old fashioned, staid,
outdated ; b) Desired : how do we want to be perceived
by the Target Market ? e.g. : ‘ looks like they have
transformed! .. ‘ trendy, in tune with times
 4 Promise : specific benefit offered…USP-unique
selling proposition- e.g.: solves my need for home
laundry and cleaning most effectively’
An Indicative Advertising Brief Format/ Template..Contd..
5 Support : What are the substantiating or supporting
factors to the ‘Promise Claim’ ?... eg: dynamic ( use of IT),
improved customer response/service measures etc.
6 Creative : This refers to the ‘tone and manner’ or
treatment of the advertising e.g.: friendly, emotional, factual,
fun & humorous etc.
 7 Media : Choice and type of channels- Television: sports,
business, general affairs, films etc.; Print: English and or
Vernacular dailies, Business and or Gen. magazines, Outdoor:
billboards, Cinema, Radio, Social Media, Personal Selling etc.
8 Budget : Outlays/time frames e.g.: Rs 6million /3 qtrs.
 9 Constraints : Restrictions- legal, competition, markets
 Ansoff Matrix for Product/Market Development

Existing Product E New Product

Exist
ng
Mar
ket Market Penetration Market Development

Strategic Options
New
Mar
ket
Product Development Diversification
(Related/Unrelated)