Transcript Marketing Communication

MARKETING COMMUNICATION
Name
Roll no.
Megha Desai
10
Sunil D’souza
14
Swapnil Gupta
21
Mayur Parekh
45
Koslesh Roy
49
Mukund Zaveri
58
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Kotler defines Marketing Communication as
“ The means by which firms attempt to inform, persuade and
remind customers – directly or indirectly – about the products
or brands that they sell”
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Further, Integrated Marketing Communications (IMC) is a
concept of marketing communications processes that
evaluates the strategic roles of a variety of communication
platforms and combines them effectively to maximise impact
of the message on the recipient of that message
Advertising
Events/ experiences
PR & Publicity
Personal Selling
Marketing
Communication
Platforms
Promotion
Direct Marketing
THE PLANNING PROCESS
Identify target audience
Determine objectives
Design communication
Select channels
Establish budget
Decide on media mix
Measure results
Manage IMC
Further
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Like consumer communication, industrial marketing communication
is also based on the potential market, buying habits of potential
users, advertising objectives, budgets, etc
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However, there are some distinguishing characteristics that make
industrial communication different from the consumer field
Industrial Marketing
Consumer Marketing
• Usually lacks the hooplah and
exaggeration
• Is targeted via hype and dramatic
expression
• From a buyer’s perspective, the
motive is usually driven by profit
• The motive for the consumer here is
usually personal gratification of some
sort
• Communication through personal
selling is more focused on than
advertising
• Targets a relatively limited market
hence choice of media is even more
critical
• Is more information driven
• Usually, advertising is considered the
primary form of communication
• Usually targeted at a much broader
consumer base
• Is usually more emotion driven
Activity
USA (in billion $)
India (in lakhs,
INR)
Trade Shows/ Events
17.3
803
Internet
5.5
124
Magazines
10.8
277
Publicity/ PR
10.5
270
Direct Mail
9.4
110
Dealer/ Distributor
Material
5.2
186
The division of an average B2B marketing
communication spend
Source: Business Marketing Association, USA, 2008
www.businessinfoline.com, May 20, 2009
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Some of the most commonly used platforms in Industrial marketing
communication are:
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Personal Selling
Advertising
Trade Shows/ exhibitions
Direct Mailers/ catalogs
Internet which is slowly gaining prominence
PERSONAL SELLING
One of the most frequently used and effective ways in
industrial communication
 Involves managing the sales force of the organisation
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Selecting & recruiting
Training
Assigning Goals
Providing support – on and off field
Compensation and rewards system
Daily supervision and stimulation
SPECIFICALLY, INDUSTRIAL
SALESMEN…
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Fewness of customers but large size of each average sale makes
training very crucial for this sales force
Either class room training or informal individual training
Typical sources for salesmen are:- Trade journals, Technical &
business schools, non-selling divisions of the business and
newspaper, competitors are secondary options
Assignment of tasks usually takes the form of territories, with or
without key accounts
Compensation follows more or less the same pattern as any sales
force
ADVERTISING
Definition – Any paid form of non-personal presentation
and promotion of ideas, good or services by an
identified sponsor
 Role of Advertising
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To increase sales effectiveness
 To generate awareness
 For IMC
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OBJECTIVES OF INDUSTRIAL
ADVERTISING
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To inform
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Fact driven, has an interested reader, can be attractive,
colourful, etc
To bring in inquiries/ orders
usually from new customers
 To induce trial orders
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To get into the Buyer’s Resource File
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Most industrial companies maintain a record of all the firms
selling the articles that they need
FURTHER OBJECTIVES OF
INDUSTRIAL ADVERTISING
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To reduce selling expense
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To establish recognition and reputation
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Especially for relatively new players
To motivate distributors
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Salesmen visit can be more expensive and at times, prohibitive
To create preference, loyalty, support in the value chain
To influence the end consumer
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For products where the brand name matters to the end
consumer. E.g. Intel processor
DESIGNING THE MESSAGE
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What do I want to communicate? Advertising Objectives
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Development of the idea and execution
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Message generation and evaluation
Key message, positioning, information to be inserted
Copy, visuals, other effects, material to be used - based on the medium
Buyer considerations – first time/ repeat/ what is in it for him?
What am I communicating through?
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Choice of media – Trade journals, newspaper, catalog, etc
Frequency, Reach and Impact
BUDGETS MATTER…
Industrial Advertising, like mentioned earlier, is relatively
smaller as compared to consumer advertising
 However, typically, these methods are followed:
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% of Sales method – either on past sales or estimated sales
 Object Task method – specific task driven
 Combination of both –where a top limit is imposed in the
form of a maximum % of expected sales that can be spent
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TRADE SHOWS AND EXHIBITIONS
Offers the manufacturer an opportunity to display or
demonstrate his products to a larger number of prospects
 Some of the benefits of such shows are:
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Meeting potential customers
Making direct sales
Building prospect lists
Introducing new products
Demonstrating non-portable equipment
Checking competition
Establishing new representatives or dealers
GIFTS INDIA 2009
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GIFTS INDIA 2009 is the India's Largest Trade Show on Corporate &
Personal Gifts & Premiums
Running in its 16th year now
Exhibitor Product Profile
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Gift Wrappers, Cutlery, Artifacts, Labels, Promotional Caps & Wear, Watches,
Glassware, Folders, Wallets, Bags, Appliances, Gold Coins, Toiletries, Crystal wares,
Souvenirs, Trolleys, Table Planners, Cameras, Crockery, Silverware, Bone China, Wall
Clocks, Diaries, Calendars, Planners, Key chains, Leather Briefcases & Portfolio
holders, Festival Decoration Products, Handicrafts, Promotional Toys, Gold & Diamond
Jewellery, Antiques & Decorative Products
Visitor Profile
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Buying Groups, Distributors, General Merchandise Buyers, Catalog Houses, Dollar
Stores, Gift Buyers, Theme/Amusement Park Buyers, Chain Stores, Drug Stores,
Premium/Incentive Buyers, Variety Store Owners, Department Stores,
Importers/Exporters, Specialty Stores, Wholesalers, Discount Stores, Jewelry Buyers,
Supermarket/Grocery Buyers, Boutique Stores, Surplus/Outdoor Stores.
IIJS INDIA
TRANSEC INDIA EXPO
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OBJECTIVES: NETWORKING/CLIENT ACQUISITION
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TranSec India Expo has been meticulously developed as the event of
choice for the transport security industry, to enable you to stand out
in a crowded and competitive marketplace, where potential
customers and strategic collaborators are not always within easy
reach.
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The event is ideal for interacting and engaging with existing and
future clients, in an environment which is business-focused,
knowledge-driven, and which encourages networking and outreach
opportunities.
Electronica and Productronica India 2009
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OBJECTIVES: INDUSTRY INFORMATION DRIVEN, PRODUCT UPDATES
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Held at Bangalore International Exhibition Centre(BIEC), Bangalore, Karnataka,
India, the Electronica India and Productronica India 2009 is recognized as one
of the leading South Asia's trade fair.
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Organized by MMI India Private Limited, the event is vested on approximately
16,000 square meter area.
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For 4 days, the event is highly attended by many pioneer companies from all
over the world and proves to be effective in exhibiting sensors, switches,
semiconductors, cables, passive components etc.
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It is one of the most pivotal event for Components and Production
technologies of the electronics industry.
ROLE IN IMC
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Clear objectives that the trade show needs to achieve
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Display/ Demonstration/ Launch/ Establish Presence/ build value chain
Who is the show targeting?
Is it customer driven?
 Industry driven?
 Vendor driven?
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What percentage of the communication mix needs to be allocated to it?
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To be supported by pre & during advertising, catalogs, mailers, etc
What is the budget?
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Space rent, design & execution, personnel, follow-up operation
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How will the investment be measured?
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Follow up with every customer inquiry by the salesmen
Critical review of design, execution, competition analysis, efficiency of
personnel
Review of cost v/s gain from the show. No. of visitors, results of follow
up, cost of results attained, etc
DIRECT MAILERS
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Direct Mail involves sending an offer, announcement,
reminder to a group of relevant audience – flyers, fold-outs,
sometimes CDs, diskettes, etc
Permits target market selectivity
Can be personalized but requires database efficiency
Can be made interactive as well – web response, phone
number, coupons
Response can be measured
CASE STUDIES
ABOUT SKF
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SKF Group is the leading global supplier of products, solutions and services
within rolling bearings, seals, services and lubrication systems.
Services include technical support, maintenance services, condition
monitoring and training.
SKF was founded in 1907 and today, SKF is represented in more than 130
countries.
The company has more than 100 manufacturing sites and about 15,000
distributor locations.
SKF also has a widely used e-business marketplace and an efficient global
distribution system
INDUSTRIES THEY SERVE
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Aerospace – actuation bearings for companies like the Original
Equipment Manufacturers (OEM) to the Maintenance Repair
Overhaul (MRO)
Agriculture
Medical Care
Bicycles and Cars – especially bearings for mountain bikes
Food industry –seals and greases for heating and freezing
equipments
Home appliances – dishwashers, air conditioners, washing
machines, etc
SKF KNOWLEDGE CONFERENCE
The SKF knowledge conference is an annual feature that
targets B2B customers
 The objectives:
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to position SKF as a world knowledge leader always at the
forefront of developing sustainable, cutting edge technology
driven products
 To showcase SKF products
 To create a platform for addressing of customer marketplace
problems & queries
 To strengthen relationships with customers
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SKF KNOWLEDGE CONFERENCE
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Brief – Classy, Minimalistic, Information driven & High end technology,
Enough free space for support product information material
Attended by about 400 top clients from across India
Represented by worldwide CEO Tom Johnston
3 -day event – First day is reserved for Technical Press
SKF KNOWLEDGE CONFERENCE
SKF KNOWLEDGE CONFERENCE
SKF spends about INR 1.2 crores on the event
 This is approximately 1% of its annual turnover in India
 In addition to the conference, the communication is
supported by:
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Pre-conference communication
E-mailer One – Approx. a month prior asking clients to block their
dates
 E-mailer Two – Details of the conference and registration
 Emailer Three – Descriptive itinerary
 Emailer Four – Post event - Thank you and feedback
 In addition, on registration, every client gets a couriered copy of the
conference as well with all the details and itinerary
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SKF KNOWLEDGE CONFERENCE
BLUE STAR
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Blue Star Galaxy
Display product range
 Customer interaction:
architects, engineers, etc.
 New product positioning &
details
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BLUE STAR
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Blue Star Factory Launch
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Launch of the new factory
State-of –the art facilities
Awareness
Platform for interaction
Factory live demo
Thank you