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Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Promotion
Pertemuan 21
Learning Outcome
•Students can show relationship between
promotions and customer experience
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Material Outline:
• Communication and marketing process
• Value communication
• Procedure to communicate value
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Communication and Marketing Process
• Promotion is a communication process. The essence of promotion is
to deliver messages to targeted audience (whom is our consumers)
to induce change in behavior according to our goals.
• Traditionally, marketing mix is defined as a blend of activities such
as designing the product and its package, pricing the product,
distributing the product so that it is accessible to customers and
communicating about the product.
• To encourage customer experience with the product, marketers
need to share information about the product to customers, so that
customers are aware of the product.
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Communication and Marketing Process
• In experiential marketing, marketers try to identify
customers and potential customers and bonds them to
the brand through customer experience.
• When communication is guided by this concept, the
central goal, satisfying the customers, helps coordinate
communication tools with the other marketing functions
and increases the likelihood that a particular
communication program will be successful.
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Communication and Marketing Process
• Four tools of marketing:
– Product: includes product design and development, branding
and packaging.
– Distribution: includes the channels used in moving and storing
the product from the manufacturer to the buyer
– Price: Includes the price at which the product or service is
offered for sale and establishes the level of profitability
– Communication: includes personal selling, advertising, public
relations, sales promotion, direct marketing, point-of-sale, and
word of mouth.
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Value Communication
• Economic value communication:
– Easy to judge differences in brands prior to purchase
– The benefits sought are primarily economic value
• Psychological benefit communication:
– Comfort, pleasure, safety, security, status, companionship,
adventure
– Fulfilling consumer’s motivations
– Reframing the way the consumers view the product or service
differentiation
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Procedure to Communicate Value
• Situation analysis:
– This section details the search for and analysis of important
information and trends affecting marketplace, competition,
consumer behavior, company and product or brand itself.
• Example:
– A marketing communication manager of Excelcomindo plans to
reinforce his products. Market conditions show that consumers seek for
low-tariff cellular provider. Most of users make phone calls less than 3
minutes. This shows that in developing his promotional message he
should stress on low-tariff and duration people make phone calls to
determine price cut during certain moment.
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Procedure to Communicate Value
• In developing a procedure to communicate value, one
should consider these three aspects:
– Targeting audience: whom are you trying to reach? What value
do you offer?
– Message strategy: What do you say to them? What value do you
deliver to them?
– Communication strategy: When and where will you reach them?
How?
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Procedure to Communicate Value
• Communication objectives:
– Communication objectives are derived from marketing objectives along
with the results of situation analysis.
– The objectives can be financial objectives or non-financial objectives,
such as product awareness, product image building, and so forth.
• Targeting the Audience:
– Marketing communication team must create profiles of target audiences
that include demographics, personality descriptors, and lifestyle traits.
The purpose is to make that “typical” person as real as possible for the
creative people, who then try to write believable messages that will
appeal to this person.
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Procedure to Communicate Value
• Product features and competitive advantage:
– Product feature refers to feature analysis. In this part, marketers
structure their products against competing products.
• Creating a chart of marketers’ product and competitor’s product.
• Listing each product’s relevant features
• Evaluate how important each feature is to the target audience and
how well the products perform on that feature.
– Positioning strategies:
• Positioning goes beyond the brand personality in that it incorporates
many marketing tools.
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Procedure to Communicate Value
• Communication budget
– Determining the total appropriation allocated to communication
program according to the objectives set up before. Some
methods commonly used:
•
•
•
•
Historical method
Objective-task method
Percentage of sales method
Competitive method
• Implementation
• Evaluation:
– Evaluation is commonly undertaken based on how well the
advertising plan meets its objectives.
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Conclusions:
• Promotion is a communication process. The essence of promotion is
to deliver messages to targeted audience (whom is our consumers) to
induce change in behavior according to our goals.
• In experiential marketing, marketers try to identify customers and
potential customers and bonds them to the brand through customer
experience.
– Product: includes product design and development, branding and
packaging.
– Distribution: includes the channels used in moving and storing the
product from the manufacturer to the buyer
– Price: Includes the price at which the product or service is offered for sale
and establishes the level of profitability
– Communication: includes personal selling, advertising, public relations,
sales promotion, direct marketing, point-of-sale, and word of mouth.
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