Transcript P & B 9 - Amity

Marketing Integrated
Communication Process
Module-9
Marketing Mix
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Product
Place (Distribution)
Promotion
Price
Basic cost, Profit
Other Terms
Core Product,
Actual Product
Augmented product
Price
Product
Marketing Mix
Media Advertising
Direct marketing,
Sales Promo, PR
Location,
Channel Type
Promotion
Place
Advertising
Publicity
Personal selling
Promotion Mix
Direct Marketing
Relationship
Marketing
Sales promotion
Marketing communication
Marcom :
• Is One of the most Critical aspect of
Overall marketing Mission
• Is a major Determinant for the success or
failures Of the product or the
organization.
• Marketing Communication is process of
communicating To Sell Products,
services, ideas, & images etc to overall
Benefit of the customer & the
organization.
Role of Marcomm
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Inform
Persuade
Remind
Reassure
Differentiate
Change in behavior
Inform
• Inform
If you have something new to introduce
to the market, something better or
something that solves people’s
problems in an innovative way, you
must find a way to inform your
audience about it!
Persuade
• to induce to believe by appealing to
reason or understanding; convince:
• product\Marcom\sanjay taneja showreel eureka forbes tvc.mp4
• product\Marcom\sanjay taneja showreel eureka forbes tvc.mp4
Tools Of communication
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Media advertising
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TV
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Radio Magazines
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News papers
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Magazines
Direct Response and interactive
Advertising
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Direct mail
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Telephone Solicitation
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Online adverting
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Place advertising
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4.
Bill Boards & Bulletins
Posters
Transit ads
Cinema ads
Store Signage and point of
purchase Advertisings
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External store signs
In –Store Shelf sign
Shopping cart ads
In –store radio and Tv
IN Stores display
5.
Trade & Consumer
oriented Promotions
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Trade deals & Buying
Allowances
Display & Adv
allowances
Trade shows
Cooperative
advertising
Samples
Coupons
Premiums
Refund/Rebates
Contests/Sweepstakes
Promotional Games
Bonus Packs
Price-off deals
In –Store Shelf sign
Tools Of communication
6. Event Marketing &
sponsorships
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Sponsorship Of
Sporting Events
Sponsorship of
arts,fairs,aand
festivals
Sponsorship of
causes
7. Marketing oriented
public relations and
publicity
8. Personal Selling
Remind
Remind contd….
Remind contd….
Remind contd….
Remind contd….
Remind contd….
Reassure
• product\Marcom\MRF Tyres Racing.mp4
• ..\MRF Tyres Racing.flv
Differentia
• ..\RIN vs TIDE.mp4.flv
• ..\Pepsi Vs Coca Cola Superbowl XLVI ad !
February 2012 !.flv
• ..\The Success Story - Why India is a Great
Country..flv
Change in behavior
• ..\_Gone Metro_ TAC's speed
enforcement campaign.flv
• ..\Max New York Life Insurance ad.flv
Of Concept Marcom
IMC Way
IMC:
Involves coordinating Various Promotional
elements and other Marketing activities both
locally & Globally
4 A’s Definition :
Focusing on the process of using all forms of
promotion to achieve maximum
communication impact.
IMC is marketing approaches being used by
companies to better focus their efforts in
acquiring, retaining, and developing
relationships with customers and other stake
holders
Marcom or IMC
• Marketing Communications (or MarCom
or Integrated Marketing Communications)
are Messages and related media used to
communicate with a Market.
• Marketing communications is the
"promotion" part of the "Marketing Mix"
or the "four Ps": price, place, promotion,
and product.
Marcom includes dealing with
•advertising,
•branding,
•brand language
•direct marketing,
•graphic design,
•marketing,
•packaging,
•promotion,
•publicity,
•sponsorship,
•public relations,
•sales,
•sales promotion And online marketing
Goal of an IMC
The primary goal of an IMC program is to support
perceptual values:
Vc = Value to customer
Qp = Quality of product
Qs = Quality of service
I = Image and status
T.c.o = Total cost of ownership
Vc =
QP + Qs + I
T.C.O
Differences Between Marcom and
Corporate Communication
• Marketing communications is focused on the
product/produce/service as opposed to
corporate communications where the focus
of communications work is the
company/enterprise itself.
• Marketing communications is primarily
concerned with demand generation,
product/produce/service positioning while
corporate communications deal with issue
management, mergers and acquisitions,
litigation, etc
Reasons for Growing importance of IMC
• Even as new Technologies and formats create
new ways for Global marketers to reach
consumers, they are affecting the more
traditional media, television, radio, magazine &
newspapers are becoming more fragmented
and teaching smaller and move selective
audiences.
• Decline In audience size for many media and
being less responsive to traditional
Communication.
• Many such Factors are promoting Global
marketers to look for alternative ways to
communicate with their target audiences.
IMC Global Approach
The IMC Approach Helps companies
identify the most appropriate and
effective methods for communication and
building relationships with their
customers as well as other stake Holders
such as employees, suppliers, investors,
interest groups and general public On
required international scale.
MIS Understanding Marketing
Communication
Advertising sells products
Marketing is advertising
Advertising is communication
Advertising is branding
Advertisements have a certain meaning
Advertising is about creativity
Creative advertisements sell better
Creative advertisements communicate better
Branding creates meaning
The typical semiotic analysis of advertising
Semiotics ( additional reading)
• Semiotics, also called semiotic studies or
semiology,
• is the study of cultural sign processes
(semiosis), analogy, metaphor, signification and
communication, signs and symbols. Semiotics
is closely related to the field of linguistics, which
in its part, studies the structure and meaning of
language more specifically.
• Semiotics is usually divided into three
branches, which include:
Semiotics is usually divided into
three branches, which include:
• Semantics: Relation between signs and
the things to which they refer; their
denotata
• Syntactics: Relations among signs in
formal structures
• Pragmatics: Relation between signs and
their effects on the people who use them
Understanding marketing
communication
• What we see is the result of a complex social
process
• There are many different and divergent targets in
this process
• Buying is mostly a problem solving process
• Interpretation and creation of meanings is
important in buying decisions
• Interpretation and meaning are results of living,
acting, and thinking people
• As in every communication the influence of the
marketing communication is only an indirect one
• As in every communication process getting
feedback and changing the rolls of speaker and
hearer is essential
Consequences for Marketing
Communication
• Supervising the decision process with
respect to a communication and/or a
marketing goal is crucial
• Marketing needs a integrated model for
describing the ongoing interpretation
process of the target groups
• Instruments for gaining feedback or even
better achieving a hearer roll for the
company become success factors
• New media can help to generate these
instruments