Prci Module II (1)

8/6/2019 Prci Module II (1)

http://slidepdf.com/reader/full/prci-module-ii-1 1/81

Name of Institution

1

Module II

Marketing [email protected]

[email protected]



Name of Institution

2

Marketing Communications

� Informs, persuades and reminds� Is part of the marketing mix

� Includes all the means by which acompany communicates directly withpotential customers.

� Attempts to influence feelings, beliefs, or behaviour.



Name of Institution

3

Marketing Communication

Methods

Personal selling :

Advertising : Sales promotion :

� Public relations� Publicity



Name of Institution

4

Integrated Marketing

Communications� A strategic business process used to plan, develop,execute, evaluate coordinated communication within anorganizations publics, requiring :

± Awareness of audience¶s media habits andpreferences ± Understanding of audience¶s knowledge and

beliefs about the product ±

Use of coordinated media blend linked to aspecific objective ± Key is a single, coordinated message and image

thrust



Name of Institution

5

B asic Communication Elements

A messageA source of the message

� A communication channel A receiver

C ommunication process components:Encoding ResponseFeedback NoiseDecoding



Name of Institution

6

MESSAGECH ANNEL

Select the media

or other vehicleto carry the message

MESSAGECH ANNEL

Select the media

or other vehicleto carry the message DE CO DINGTH E MESSAGEReceiver compares

message toframe of reference

DE CO DINGTH E MESSAGEReceiver compares

message toframe of reference

MESSAGEAS RE C EIVED

Knowledge, beliefs,or feelings of

receiver changed

MESSAGEAS RE C EIVED

Knowledge, beliefs,or feelings of

receiver changed

RESP O NSERanges from simple

awareness topurchase

RESP O NSERanges from simple

awareness topurchase

FEEDBA C KImpact measured

using research, sales,or another measure

FEEDBA C KImpact measured

using research, sales,or another measure

EN CO DING T H EMESSAGE

C reate an ad,display, or sales

presentation

EN CO DING T H EMESSAGE

C reate an ad,display, or sales

presentation

MESSAGE ASINTENDED

A promotional idea inmarketer¶s mind

MESSAGE ASINTENDED

A promotional idea inmarketer¶s mind

NO

ISEC ompeting ads,other

distractions

The Process



Name of Institution

7

The Corporate Communications Whe

Balmer and Greyser. Adapted fromBernstein (1984)

The Trade

THECORPORATION

C ountry of Origin

THE CORPORATECOMMUNICATIONS WHEEL



Name of Institution

8

Corp. Comm. Vs. Marketing Comm.C orporatecommunications

Marketingcommunications

Aim building company'sreputation

brand building

Scope of communication

Company / Enterprise product/produce or service provided by

the companyTarget Audience multiple stakeholders customer

Mode multiple channels defined set of

channelsC reativity less room for creativity

more room for creativity

C onsistency With corporateidentity, image,philosophy; product &

With product andbrand attributes



Name of Institution

9

What is Advertising?

� It is any paid form of non ± personalpresentation and promotion of ideas,goods, services by an identified sponsor.Paid form of non personal presentationand promotion of ideas



Name of Institution

10

The 5 Ms of Advertising

� Mission ± objectives� Money ± budgets

� Message ± communication� Media ± what vehicles?� Measurement - evaluation



Name of Institution

11

The 5 M¶s of Advertising

MISSION

�Salesgoods�Advertisingobjectives

MONEY

Factors to consider �Stage in PLC�Market share &

consumer base�Competition &clutter �Advertisingfrequency�Product

substitutability

MESSAGE

MEDIA

MEASUREMENT

�Messagegeneration�Messageevaluation�Messageexecution�Socialresponsibilityservices

�Major mediatypes�Media timing�Geographicmedia

allocation

�Communicationimpact�Sales impact



Name of Institution

12

Advertising objectives

� Informative

� Persuasive

� Comparative

� Reminder (reinforcement)



Name of Institution

13



Name of Institution

14



Name of Institution

15



Name of Institution

16



Name of Institution

17



Name of Institution

18



Name of Institution

19



Name of Institution

2 0



Name of Institution

2 1



Name of Institution

22



Name of Institution

23



Name of Institution

24



Name of Institution

2 5



Name of Institution

2 6



Name of Institution

2 7

Profiles of major media types

Medium Advantages LimitationsNewspapers Flexibility, acceptance Short lifeTelevision Sight, sound, motion High costDirect mail Audio selectivity Junk mailRadio Mass use, cheap AudioMagazines Credibility, prestige Long adOutdoor Flexibility, cheap Ltd. AudienceYellow pages Local coverage High comp.

Newsletters Full control, cheap No cost controlB rochures Flexibility OverproductionTelephone Many users High costInternet High selectivity Low no. of users



Name of Institution

2 8

ADVERTISING TECHNIQUES

B asic appeal� Attention getting headlines

� Slogans� Testimonials� Product characters

� Comparison of products� Repetition



Name of Institution

2 9

Advertising failure

� The desire for instant gratification� Trying to reach more people than the budget will allow� Assuming the business owner knows the best� Unsubstantiated claims� Improper use of passive media� Creating ads instead of campaigns� Obedience to unwritten rules� Late week schedules

� Overconfidence in qualitative targeting� Event driven marketing� Great production without great copy� Confusing reactions with results



Name of Institution

3 0

Objective of PRTr aditional & New r ole of PR

Th e management function w h ic h evaluates public attitude, identifies policies, and p r ocedu r es of ano r ganization wit h t h e public inte r est, and executes a

p r og r am of action and communication to ea r n public

under standing and acceptance

± Traditional Definition ± primary responsibility ±

� Creating and maintain a mutually beneficialrelationship between the organization and various

publics� Crisis management

± New Definition ± MPR - closer to the marketingfunction and includes the traditional definition of PR

Designed to promote the organisation, as well asroducts and services



Name of Institution

3 1

Role of PRPR has 2 major roles

1. B uilding a strong organizational reputation

2 . Supporting marketing of theorganisations¶s products and services



Name of Institution

32

Advantages of PR ± High degree of credibility

± Cost effective means of carrying a message

± Targeted way to reach small and specific audiences effectively (because of mediafragmentation)

± B reaks through clutter and resistance toadvertising

± Supports advtg . with credibility ±

± Circumvents resistance to sales effort ±



Name of Institution

33

Disadvantages of PR

Control over message is low

� No control over timing of editorial. Difficult to tiein with advertising Mismanagement and lack of internal co- ordinationNo standard effectiveness measures

Disadvantages also result from improper implementation of programs ± not completing the communication process ± redundancies with the marketing effort



Name of Institution

34

oo s use y u cRelations

Tools used by Public RelationsPublicity

� Press releases� Press conferences� Exclusives Interviews� Internet

Special publications

Community activity participationFund-raisingSpecial event sponsorshipPublic affairs activities



Name of Institution

3 5

Publicity

Advantages of publicity ±

Credibility is high ± Perceived endorsement by the media ± News value ± Often results in word-of-mouth ± Low cost (although not totally free) .

Disadvantages of publicity ± Not always under control of organization

� Timing� Accuracy

± Can be negative (originating from sources other than the fir

Nonpersonal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship.



Name of Institution

3 6

Publicity Vehicles

News ReleasesFeature Articles

Captioned Photos

Press Conferences

Special Events



Name of Institution

3 7

Advertising Versus PublicityFAC TO R ADVERTISING PU B LICITYCont r ol Great Little

C r edibility Lower Higher Reac h Achievable UndeterminedF r equency Schedulable UndeterminedCost High & Specific Unspecified/lowFlexibility High LowT iming Specifiable Tentative



Name of Institution

3 8

Sales Promotion

Marketing communicationactivities, other than advertising,

personal selling, and publicrelations, in which a

short-term incentive motivates apurchase.



Name of Institution

3 9

Sales Promotion Targets

ConsumerSales

Promotion

TradeSales

Promotion



Name of Institution

4 0

Uses of Sales Promotion

Increase trial

Boost consumerinventory

Encourage repurchase

Increase ad effectiveness

Encourage brandswitching

Encourage brand loyalty

ImmediatePurchases



Name of Institution

4 1

Tools for

Consumer Sales Promotion Coupons and Rebates

Premiums

Loyalty Marketing Programs

Contests & Sweepstakes

Sampling

Point-of-Purchase Promotion

On-line Sales Promotion



Name of Institution

42

Co up on

Rebate

Premium

A certificate that entitlesconsumers to an immediate

price reduction.

A cash refund given for thepurchase of a product during

a specific product.

An extra item offered to the consumer,usually in exchange

for some proof of purchase.

Tools for

Consumer Sales Promotion



Name of Institution

43

Loy alt y

Marketi ngPr og ram

Freque n t

Buyer Pr og ram

A promotional program designedto build long-term, mutually beneficial

relationships betweena company and key customers.

A loyalty program in which loyal

consumers are rewarded formaking multiple purchases.

Tools for




Name of Institution

44

Tools for


Con test

Sweepstakes

Promotions that require skill or

ability to compete for prizes.

Promotions that depend onchance or luck, withfree participation.

Sampli ng A promotional program that allows

the consumer the opportunity to try a product or service for free.



Name of Institution

4 5

Sampling

Meth o dsof

Sampli ng

Direct mail

Door-to-doordelivery

Packaging withanother product

Retail storedemonstration



Name of Institution

4 6

Tools for


G o als ofPo in t-of -Purchase

Displa ys

Build traffic

Advertise the product

Induce impulse buying



Name of Institution

4 7

Tools for


Free merchandise

Sweepstakes

Free shipping

Coupons

EffectiveTypes ofOn -Lin e

SalesPr o m o tion



Name of Institution

4 8

Tools for Trade Sales Promotion

Trade allowances

Push Money

Training

Free Merchandise

Store Demonstration

Conventions & Trade Shows



Name of Institution

4 9

Trade Allowance

A price reduction offered

by manufacturers tointermediaries, such as

wholesalers and retailers.



Name of Institution

5 0

Push Money

Money offered to channelintermediaries to encourage

them to ³push´ products--that is,to encourage other members of the channel to sell the products.



Name of Institution

5 2

Cases Regarding PromotionProblem

� Coco Cola MagiCan� Heinz

� Pepsi¶s Philippines Ad



Name of Institution

5 3

Managing Sales Promotion

� Choosing an agency� Planning the campaign

� Research� Attention to details� Checklist

� Control & measurement



Name of Institution

5 4

Direct Marketing

Direct Marketing is an interactive mode of marketing, through which the marketer reachesout to its target marketing

As defined by Direct Marketing association µ USA«..

³ An interactive system of marketing which uses

one or, more advertising media to effect ameasurable response/transaction at onlylocation



Name of Institution

55

Direct marketing includes :

direct mail

TelemarketingDoor-to-door sellingDirect Response

Computerized home advertisingMiscellanous



Name of Institution

5 6

Database Marketing

� Should be treated as an individual identity� Should have relevant information & acess

to name,address,frequency of product� Info should be available to all departments� Should be used be available to all departm



Name of Institution

5 8

Reasons for Growth of Direct

Marketing� Market fragmentation� Tailor-made Technology

� The list explosion� Sophisticated software� Hybrid marketing system

� The constant search for cost effectiveness



Name of InstitutionE-Marketing

Internet marketing , also referred to as webmarketing , online marketing , or e-marketing , isthe marketing of products or services over theInternet

� The interactive nature of Internet marketing in termsof providing instant responses and elicitingresponses are the unique qualities of the medium

� Internet marketing is sometimes considered to bebroad in scope because it not only refers tomarketing on the Internet, but also includesmarketing done via e-mail and wireless media.



Name of InstitutionE-Marketing

C ampaign

� E-Marketing is definitely the way to go! However,it's taken a while for marketers to figure outcompetent procedures and strategies.

� We can be sure that managing, monitoring andfine-tuning marketing campaigns in real-time isthe one of the keys to improving click rates,conversion rates, cost per customer acquisition

and sales.� The idea is to target the product to the lead anddesign your message accordingly.



Name of InstitutionE- Marketing

� Characteristics of new media marketingcommunications ± Interactivity ± Intelligence ± Individualisation ± Integration



Name of Institution

6 2

E-marketing

E-market planning ± Situation ± Objectives ± Strategy ± Tactics ± Action ± Control



Name of Institution

6 4

E-marketing

� How do we become first choice? ± Positioning

± Differential advantage

± Online value position



Name of Institution

6 5

Merchandising

� Planning and executing the promotion of goods and services in an attempt to obtainthe greatest value for the seller.Merchandising in a grocery store mightinclude holding promotional events,installing point-of-purchase displays, and

issuing cents-off coupons



Name of Institution

66

Merchandising Tools

� Leaflets & dispensers� Stickers� Posters

� Showcards & cardboard outputB randed racks or display units� Holograms� Electronic gadgetry

� Shelf space� Window sampling



Name of Institution

67

Retail Strategies

� Store Image� Store Layout

� Merchandising ranges� Color B locking� Point of Sale

� Miscellaneous



Name of Institution

68

Customer Service

A definition from the Instituteof Customer Service :

µCustomer service is the sum total of whatan organisation does to meet customer expectations and produce customer satisfaction.



Name of Institution

69

The Ten C ommandments of Great C ustomer Service!

� l. Know who is boss� ll. B e a good listener � lll. Identify and anticipate needs

� lV. Make customers feel important and appreciated� V. Help customers understand your system� Vl. Appreciate the power of YES� Vll. Know how to apologize� Vlll. Give more than expected

� lX. Get regular feedback� X. Treat employees well



Name of Institution

70

CRM Failure

� Lack of senior executive ownership &leadership

� Lack of CRM organizational culture� Lack of training� Poor implementation

� Too much focus on Technology



Name of Institution

71

Sponsorship

� Sponsorship is a cash and/or in-kind fee paid toa property (typically in sports, arts, entertainmentor causes) in return for access to the exploitable

commercial potential associated with thatproperty. For example, a corporate entity mayprovide equipment for a famous athlete or sportsteam in exchange for brand recognition. The

sponsor earns popularity this way while thesponsored can earn a lot of money.



Name of Institution

7 2

Process of SponsorshipProgramme

� Define objectives� Define & analyze target audiences� Sponsorship policy & programme selection

� Fix budget� Sponsorship strategy� Detailed plan of tactics� Test or run pilot scheme� Implement modified programme� Monitor & measure



Name of Institution

7 3

Packaging

Importance of Packaging� Silent Salesperson� Competitive advantage� Extraordinarily effective advertising medium� Environmental scrutiny� Saves manufacturers costs



Name of Institution

7 4

Functions of Packaging

� Protect� Offer convenience

� Communicate



Name of Institution

7 5

Communication Function Of thePack

� Grab the attention of the passing shopper � Persuade & convince

Build brand personality

B uild loyalty� Instruct the user about optimum benefit

� Inform the users of mandatory requirement



Name of Institution

77

Sales Management

Sales management is attainment of anorganization's sales goals in an effective &efficient manner through planning, staffing,training, leading & controllingorganizational resources.



Name of Institution

78

Responsibility of Sales

B uilding the right sales person� Hiring the right team� Creating the right compensation plan

� Setting right projection� Motivating Team� Tracking revenue� Resolving Conflicts

� Managing process� Training & Coaching Sales Representative� Getting Sales



Name of Institution

79

Objective of Sales Management( Short Term)

� To retain & capture market share

� To determine sales volume to contribute toprofitability� To obtain new account

� To keep personal expenses with specifiedlimits



Name of Institution

8 0

Long Term Objectives

� To do entire selling job� To reach & maintain customer cooperation

� To provide technical advice whennecessary� To assist in training of middleman sales

personnel� To collect & report market information of

interest & use to company management



Name of Institution

SELLING APPROACH

� Prospecting� Preparation� Presentation� Objection handling� Closing the sales� Order taking� Post sale service

Prci Module II (1)

Documents

Transcript of Prci Module II (1)