Transcript BA230 marketing mix

BA230-Marketing Communication
Need for Synergy
• Besides communication
tools, all the marketing mix
elements should work
together harmoniously for
maximum informational and
persuasive effect.
• The major goal is to send a
consistent message to
customers.
Communication Goes Beyond
the Specific Promotion Mix
Elements
• Although the promotion mix is
the company's primary
communication activity, the
entire marketing mix -promotion and product, price,
and place -- must be coordinated
for the greatest communication
impact.
Marketing Mix Influences on
Consumer Perception
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Nature of Product
Physical Attributes of Product
Package Design
Brand Name
Advertisements &
Commercials
• Point of Purchase Displays
• Distribution of Products
Product
• Individuals exchange something (e.g.
money) in return for some benefit.
• The entire product experience provides
value to customers.
• The product must be compatible with
needs of the target audience.
Winning the Battle of Perceptions
• Many people believe that the
basic issue in marketing is …
convincing customers you have
a better product, that in the long
run the best product will win.
• Not true … It’s an Illusion…
there is no objective reality. The
perception is the reality.
Product
• The product is
what the company
has to offer,
including its...
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Design
Quality
Features
Varieties
Brand name
and logo
Perceived Quality of Products
Essential Cues
• Physical characteristics of the
product (such as size, color,
flavor, or aroma) that serve to
influence the consumer’s
perceptions of product quality.
• For instance, a toilet tissue is
preferred for superior durability
and softness and a television for
movie-quality picture and sound.
Perceived Quality of Products
Essential Cues
• Cues external to the product (such
as price, store image, or brand
image) that serve to influence the
consumer’s perception of a
product’s quality.
• For instance, BMW’s slogan has
helped build its brand image: "The
ultimate driving machine”
Brand Message
• Almost anything related to brand
conveys a message about the value
of product.
• Two different products serving the
same need can be compared on the
basis of price for example: 5 dollars
and 45 dollars per product.
• Consider a toothpaste in a
supermarket which is covered with
dust and placed at the last shelf.
Brand Name
• A name that provides the customer
with an easily identified theme to
increase product recognition.
• The brand name fulfills a special
role acting as a summary message
on a package.
• Consumers use brand name as
signals of product quality.
Brand Value
• Coca Cola: $71.861 billion
• IBM: $69.905 billion
• Microsoft: $56.087 billion
Purchasing and Consumption
Processes are Related to Senses
Occurs through stimulation of
our five senses.
– touch
– taste
– smell
– sight
– hearing
Sensory Receptor: Sight
• Colors and learned associations
• Colors and mood
• Red: powerful, dangerous, exciting, hot,
appetizing→ Burger King, KFC
• White: clean, pure→ laundry detergents
Sensory Receptor: Sight
• Green: natural, peaceful, harmonious, environment
friendly→ BP logo
• Blue: authoritative, respectful, meditative
cool- cold→ Arko cooling after shave cologne
• Black: cold, sophisticated, prestigious
→ Johnnie Walker Black Label scotch
→ Mont Blanc pen
Sensory Receptor: Sight
• Shape perception
• Long and large shapes are
perceived as strong and
effective.
• Short and thin shapes evoke
elegance, fragileness.
• Round shapes are perceived as
feminine, harmonious.
• Cornered shapes evoke
dynamism, masculinity.
Sensory Receptor: Smell
• Smell and emotions→ perfumes
• Smell& childhood associations→
Pelikan
Sensory Receptor: Touch
• Touch→ Shetland sweater
→ Solo
→ Linen,
pillow
Sensory Receptor: Taste
• Culturally determined
• Lifecycle changes→ Becel
• Negative taste experiences
Packaging
• Offers convenience to
consumers
• Prevents waste and make
storage easier
• Promotes the product by
communicating its
features,
uses, benefits, and image
Packaging
• Packaging can improve
perceived product
quality.
• Packaging can make
the difference in ease of
use, more distinctive.
• Selpak side opening
facial tissue can be
opened either on the
top or on the side of the
pack enabling the easy
use of the product in
the car door pocket in
addition to the
conventional access.
Price
• One of the most important elements of
the marketing mix.
• The amount charged for a product or
service should support its positioning
• A pricing which is out of
synchronization with the product and
other marketing mix elements will
confuse customers and hence lead to
lower sales.
Price/Quality Relationship
• The perception of price as an indicator of
product quality (e.g., the higher the price, the
higher the perceived quality of the product).
• High price reflects the exclusiveness of the
product for example, Porsche.
• Value for customer = (Perceived Benefits - Perceived
Price)
Consumer Evaluation of Price
• Some products are subject to
objective evaluation by
customers e.g., a car with
features as ABS, air
conditioning, airbags, alarm,
central locking...
• Whereas, some products are
not appropriate for objective
evaluation as beer and
cigarettes.
Pricing
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Fixed and variable costs
Competition
Company objectives
Proposed positioning strategies.
Target group and willingness to
pay
Place
• Where tangible product is
purchased or service is
provided
• Is it convenient?
• Where people are
predisposed to pay
attention to the
promotional message
• Are we taking full
advantage of these
places?
Place
• Observational studies
have shown that time
in store and amount
spent are positively
related. The more time
in the store, the more
money spent.
• Place is everything for
low-involvement
products.
Place
Store Image
• Overall perception the
customer has of the store’s
environment.
• Physical elements in a
store’s design appeal to
consumers’ emotions and
encourage buying
• Interior layout, colors,
furnishings, and lighting,
exterior storefront and
entrance design, display
windows
Store Image
Store Image