11/17/2015

Marketing Management-II

Prof. Ravi Shekhar Kumar

XLRI - Xavier School of Business, Jamshedpur
ravishekhar@xlri.ac.in

Conceptualizing Communication Plan

Personal
Personal selling
Telemarketing/Telesales Customer
Service

Word-of-mouth/
Social media
Mass
Advertising
Direct marketing
Firm Packaging
Customer

Publicity & public relations

Sales promotion
Word-of-mouth/
Social media
Digital
Online advertising and public
relations
Customer
Websites
Blogs and microblogs
Quasi-personal communication
Mobile marketing

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Conceptualizing Communication Plan

Marketer communicates & connects through four sources of messages

Planned Products Services Unplanned

Messages Messages

Relationship Processes Evolving Over Time

Customer’s relational base for connecting with the firm

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Conceptualizing Communication Plan

 To integrate all touch points, we follow IMC

 What is IMC?
 A planning process designed to assure that all brand
contacts received by a customer or prospect for a
product, service, or organization are relevant to that
person and consistent over time.

 IMC can be compared to a symphony; each instrument

produces a particular sound, and all instruments in
unison make beautiful music.

IMC Triangle

The firm says : The firm Does

(planned Messages) (Product and services)
• Sales • Deliveries
• Advertising What the What the • Usefulness of Products
• Direct Response firm SAYS firm DOES • Production Processes
• Sales Promotion • Service Processes
• Web Sites • Inquiries, Claims

What others
SAY and DO

Others Say and Do

• Public Relation
• News Stories
• Word of Mouth
• Customer Impact on
Service Processes

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IMC Implementation…
The shift from… To…
Inclusion of Digital/Interactive
Only Traditional Marketing
Marketing
Only Mass Media Inclusion of Specialized Media

Low Accountability in Marketing High Accountability in Marketing

Spend Spend

Limited Connectivity Pervasive Connectedness

 If the firm has not mastered all of these transitions, the

firm may be having some difficulties in implementing
effective IMC.

Marketing Communication Framework

1. Market: To whom is the communication campaign
addressed?
2. Mission: What is the objective of the campaign (overall
goal and DMP stage)?
3. Message: what are the specific elements to be
communicated ?
4. Media: Which vehicles will be used in the campaign?
5. Money: How much will be spent on the campaign?
6. Measurement: How will impact be assessed after the
campaign?

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Defining Market
• The group of people who are the best prospects for
consuming a particular product/service, to whom the
communication is to be addressed needs to be very vividly
etched out

• Examples:
– Business travelers who prefer to stay in budget hotels

Defining Market: Illustration

 Market: Business travelers who prefer to stay in budget hotels
Demographic & Psychographic Profile of Market
• Business travelers who prefer to stay in budget hotels have Rs. 10 – 20
lakh annual income.
• 98% are male.
• Between 35 to 55 years in age. SEC A1.
• They pay on their own account, not any expense account.
• They want no fuss, basic, clean accommodation .
• They hate tipping.
• They use the hotel mostly for sleeping at night after a tiring day’s work.
• Cleanliness of the bedroom and bathroom , comfortable bed with clean
linens, quiet ambience and prompt room service are top priorities.
• They are frequently tired, impatient and often critical.
• They value small luxuries & special attention.

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Choosing Mission
• Inform
– Awareness
– Information

• Persuade
– Attitude (Image)
– Call-to-action

Communication Objectives by Customer

Target
Objective Customer target for Communication objective
increasing unit sales
volume
Increase customer Current customers Reinforce customer beliefs that
retention (reduce they made the best decision
defection)
Increase customer use Current customers Persuade customers to
purchase and use in large
quantities
Attract customers from Competitor customers Establish head to head trial
competitors against the competitor product

Secure new business Non users -Secure new leads

-Qualify potential customers
-Increase awareness,
knowledge, interest, liking or
trail as appropriate

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Sources of Communication Messages

McKinsey, 2009

Drafting Message

Message Creative
Strategy Strategy

Message
Source

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Drafting Message: Message Strategy

Viewer Reward
Viewer Visualization Rational
Result-of-use experience, Sensory
Product-in-use experience, Social
Incidental-to-use experience Ego
Other- Acute need, Routine

Drafting Message: Message Strategy

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Drafting Message: Message Strategy

Visualization/ Result-of-use Product-in-use Incidental-to-use
Reward experience experience experience

Rational

Sensory

Social

Ego

Drafting Message: Message Strategy

Visualization/ Result-of-use Product-in-use Incidental-to-use
Reward experience experience experience

Rational Gets Clothes The flour that The plastic pack keeps
Cleaner needs no sifting the cigarette fresh

Sensory Settles Stomach Real gusto in a The portable television

upset completely great light beer that is lighter in weight,
easier to lift

Social When you care A deodorant to The furniture that

enough to serve guarantee social identifies the home of
the best acceptance modern people

Ego For the skin you The store for Stereo for the man with
deserve to have young executive discriminating taste

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Drafting Message: Creative Strategy

 Communications effectiveness depends on how a message is being
expressed, as well as on its content.

 Creative strategies are the way marketers translate their messages

into a specific communication.

Drafting Message: Creative Strategy

 Informational vs Transformational appeals

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Drafting Message: Creative Strategy

Drafting Message: Creative Strategy

 Positive Appeals (humor, love, pride, & joy)

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Drafting Message: Creative Strategy

 Negative Appeals (fear, guilt, & shame )

Drafting Message: Message Source

 Credible Source
 Expertise
 Trustworthiness
 Likability

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Choosing Media Mix

Choosing Media Mix: AIDA Concept

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Choosing Media Mix: Stage in PLC

Maturity
Decline
Sales

Introduction Growth

Time

Light Heavy use of Advertising, Ads decrease; AD/PR

Advertising; Advertising; PR; Sales decrease;
Pre- PR for Personal promotion; Limited sales
introduction awareness; selling for personal promotion;
Publicity Sales Distribution selling; Personal selling
promotion for Reminder & for
trial Persuasive distribution

Choosing Media Mix: Target Market

Characteristics

For…
 Widely scattered Advertising
market
 Informed buyers Sales Promotion

 Brand-loyal repeat
purchasers Less Personal Selling

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DMP
Customer Involvement
High Low
Cognitive
Perceived Product Differentiation

Affective Cognitive

Conative / Behavioral
High

Learn-Feel-Do Conative / Behavioral

Conative / Behavioral

Affective
Low Cognitive
Affective
Do-Feel-Learn Learn-Do-Feel

Choosing Media Mix: Buying Decision

Advertising
Routine
Sales Promotion

Advertising
Neither Routine
nor Complex
Public Relations

Personal Selling
Complex
Print Advertising

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Matching Message & Media to DMP

Communication Product-Promoting
In-Store Promotion Brand –building Ads
tools Ads

Repeat /
DMP Awareness Consideration Trial Attitude
Loyalty
Stages:

Front-end Back-end
(pre-trial) (pos-trial)

Planning Media Mix

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Thank you

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