Marketing Communication

Ravi Shanker
 STEPS IN MARKET SEGMENTATION
TARGETING & POSITIONING

Identify
segmentation
variables & Select, develop &
segment the Communicate
market the chosen
positioning
concept.
Develop profiles of
resulting
segments
Identify possible
Evaluate the positioning
attractiveness concepts for
of each segment Select the target each target
segment/s segment.
Marketing: A set of activities whereby an organization
creates the transfer of Value between themselves &
their customers

Communication: A process whereby commonness of

thought is established & meaning is shared between two
parties

Marketing communication: A collection of all elements

in an organization's Marketing Mix that facilitates
exchanges by establishing shared meaning of “brand”
with the customers/ Target Audiences
 The Integration of Marketing
Communications
 Why Not Integrated?
– Tradition of separation communication tools
– Influence of specialized outside suppliers
– Managerial shot sightedness
 Fear of budget cutbacks
 Loss of power and authority
– Resistance of outside suppliers to broadening
their functions
– Skeptics who consider IMC to be a fad
The Integration of Marketing Communications
 IMC and Synergy
– Using multiple communication tools in conjunction
with one another can produce greater results
(synergistic effects) than tools used individually and
in an uncoordinated fashion.
 Definition of IMC
• Is a communications process for planning, creation, integration,
and implementation of diverse forms of marcom delivered to a
brand’s targeted customers and prospects
• Has as its goal influencing or affecting behavior of targeted
audience
• Considers all touch points a customer/ prospect has with the
brand as potential delivery channels for messages
• Requires that all of a brand’s communication media deliver a
consistent message
• Has customer/prospect as its starting point for determining types
of messages and media to inform, persuade, and induce action
The Role of Marketing Communications

Reminding

Informing

Persuading
Role of Marketing Communication
 Inform
 Educate
 Persuade
 Remind and motivate action
 Maintain relationships
 PRODUCT
CHOICES PHY. &
NEED TO MAINTAIN EMOTIONAL
MARKET SHARE DISTANCE

TO REMAIN
COMPETITIVE
WHY
DURING PERIODS PROMOTE INTENSE COMP.
OF LOW
DEMAND

BASIC PHYSIOLOGICAL
HIGH COST OF
NEED SATISFACTION TO
PROMOTION
DESIRES
 CONFERENCES

SPONSORSHIPS PERSONAL SELLING

LITERATURE
PACKAGING INTEGRATED
COMMUNICATION
PACKAGE MARKETING-PR
DIRECT MAILERS
CONTESTS

SALES PROMOTION
ADVERTISING
SIX “M”s OF MARKETING

Merchandise: what are the important benefits of the

products/services to be sold.
Markets: who are the people to be reached.
Motives: why would these people buy or fail to buy.
Message: what are the key ideas, information and attitudes. To be
conveyed, to move the prospect closer to the ultimate aim of a sale.
Media: how can prospects be reached.
Measurement: what method is proposed to measure
accomplishment in getting the intended message across to the
intended audience.
THREE MODES OF MARKETING

There are three ways in which Marketers seek to

manage the demand of their offers…
 PE
It is intended to

RS
The means used to trigger
stimulate Consumer

UA
consumer action by offering
wants.
extra substantive benefits

IVS
beyond the basic offer.

E
M E AL

CO
S
NT
CE O N

MM
DU TI

UN
IN MO

I
O

CA
PR

TIO
BASIC OFFER

N
Company’s product designed to meet the needs of target customers.
BASIC OFFER

•PRODUCT ITSELF TERMS OF SALES

•PRICE
•DISCOUNT
•CREDIT
•WARRANTIES
 PERSUASIVE COMMUNICATION

- Impersonal Verbal Messages

(Advertising publicity)

- Personal Verbal Messages

(Personal selling,
Word-of-mouth)

- Non Verbal Messages

(Packaging, brand name)
- Direct mail
 PROMOTIONAL INDUCEMENTS

Extra substantive benefits beyond the benefits of

basic offer:

- Character of the basic offer

(Free sample, trial use)

-Price related inducements

(Discount, money-off-coupons)

- Inducements that are extra to the basic offer

(Premiums, contests)
CAMPAIGN PLANNING PROCESS
 Initiator
User
I. Whom are we talking to?
Influencer
The TA
Buyer

Decider

Potential buyer, current user Influencer, decider

Individuals, groups, specific publics or…
Their perceptions about: co, product, Brand preferences,
media habits

Where are we?

Why we are there?

II What is the desired response?

Ultimate (of course) purchase

Identify buyer-readiness stage & where the TA is

At a particular time

Cognitive know

Affective feel

Behavioural act
A Simple Communication Model

Sender
(S)

Message
(M)

Receiver
(R)
A Simple Communication Model

S timuli
(S)

Message
(M)

Response
(R)
RESPONSE HIERARCHY
ACTION

CONVICTION

PREFERENCE

LIKING

KNOWLEDGE

AWARE

UNAWARE
III. What to say?

To produce the desired response.

Objectives of the campaign

V/s message contents
Iv. How to say. It logically?

Structuring message by formulating benefits,

motivators, reasons

Is it the big idea

Does it give the right strokes ie, the right appeal

 APPEALS: THE 4 TYPES

Rational Emotional Sensory Moral

Quality Positive Taste (Social
Economy Love Touch Causes)
Value Humor Cleanliness
Features Pride Women
Joy Equality
Negative
Envy
Fear
Gilt
Shame
V. How to say symbolically?

Un-noticed-un-sold

Good message strategy V/s poor format

(Doesn’t stand out of the clutter,
(Doesn’t attract attention-least impactful)

Print: headline, copy, illustration, color

Radio: words, music, vocal quality, Vocalization

TV : all
 What media should be used?

MEDIA TYPES

Personal Influence channel Non-personal

WOM Influence channel
Social channel Mass media
Expert channel PR-able Events
Advocate channel
Vi. What media should be used?

Understand 3 things about Media

Medium as a Medium
Medium as a Vehicle
Medium as the Message
Review
•What is Integrated
Marketing
Communication (IMC)
•Why it is called
‘Integrated’
•Campaign Planning