Transcript Marketing Communications Planning and Budgeting

Marketing Communications
Session 3
Marketing
Communications
Planning
3. Marketing Communications Planning
Objectives
• To outline the planning process
• To understand the differences between
marketing objectives and marketing
communications objectives
• To be aware of the key issues in campaign
management
Simple Planning Questions
• Where are we now?
• How did we get here?
• Where do we want to be?
• How will we get there?
• How will we know when we arrive?
Planning Questions
An outline plan
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Executive summary
Situation/Context Analysis (see next slide)
Target market profile
Objectives
– Marketing objectives
– Communication objectives
• Marketing Communication Strategy
– Advertising strategy
• Creative strategy and execution
• Media strategy
– Sales promotions strategy
– PR strategy
– Other MC tools
• Campaign evaluation
• Budget
• Appendices
Source: Pickton, Broderick, 2005, p.296
Context/Situational Analysis
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Company analysis
– What are the sales & profits?
– What is the mission?
– What financial, technological & managerial resources are available?
Competitor analysis
– Who are direct & indirect competitors
– What resources do they have?
– What are the real and perceived distinctions between brands?
Consumer analysis
– Who are they?
– What motivates them to buy?
– What do they look for in the product?
Market analysis
– What geographical areas warrant specific attention?
– What segments are most likely to respond?
Product analysis
– Does the product have the ability to give consumers what they want?
– Does the product package deliver what consumers want?
– Does the product delivery match or exceed expectations?
Pickton & Broderick, 2005
Budgets
• Affordability
• Percentage of sales
• Competitive parity
• Objective and task
Target market or target audience?
The term “target audience” distinguishes
those to whom a particular advertising,
promotions or any other communications
campaign is directed, whereas the term
“target market” refers to those to whom the
entire marketing mix is directed.
Target Markets
• Which segments?
• Influencers?
• Decision Makers?
• Internal audiences?
• Distribution chain audience?
Target audience option
The Awareness-Attitude-Behaviour Approach
• New category users (NCUs)
• Brand loyals (BLs)
• Favourable brand switchers (FBSs)
• Other-brand switchers (OBSs)
• Other-brand loyals (OBLs)
Profile of the target audience
• Demographic
• Geographic
• Psychographic
• Behavioural
Is it sufficient to define TA profile as:
• A working man age 30 –
45, who lives in the city?
He has a family? He
belongs to middle socioeconomic class …?
Who is the target audience/customer of
WIUT?
• Demographic
• Geographic
• Psychographic
• Behavioural
SMART objectives
• S…….
• M………
• A………
• R………
R……..
• T……..
T…..
Is this objective “SMART”?
• To increase market share by the end of
this year
• To increase market share of the Kit Kat
brand in Tashkent city from 30% to
40% by the end of the next 12 months.
Objectives
Marketing objectives
Marcoms Objectives
• To double market share
in the xyz market within
18 months
• To increase the purchase
frequency of x to y
• To improve ROI by 5%
p.a.
• To raise levels of
prompted awareness
from a to b
• To reposition x as a
healthy product
• To persuade 50% of
trade sales to stock x as
their first choice
Communications objectives –
five communications effects
1. Category need
2. Brand awareness
2.1 Brand recall
2.2 Brand recognition
3. Brand attitude
4. Brand purchase intention
5. Purchase facilitation
Brand awareness
Brand recall (Top of the Mind)
Which brand comes first into your mind when
purchasing instant coffee?
Or maybe
Brand awareness
Brand recognition
Which of the following brands of instant coffee
are you aware of?
Brand attitude
If consumers are equally aware of a
number of brands in certain product
category they will base their brand choice
on an evaluation of certain brands. The
result of this evaluation is called “brand
attitude”. Brand attitude is a perceived
value of brand to consumer.
Action objectives
Target audience
NCUs
OBLs
OBSs
X
X
X
X
FBSs
BLs
Trial objectives
Category trial
Brand trial
Brand retrial
X
X
Repeat purchase objectives
X
Maintain repeat rate
X
X
X
Accelerate timing
X
X
X
X
Delay timing
X
X
Increase repeat rate
Buy more per occasion
Buy less per occasion
X
X
Examples of Campaign Objectives
• Marketing Objectives
– Increase share of market
– Increase sales per unit
– Increase share of customers purse
• Marketing Communication Objectives
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Reinforce position, brand image
Move prospects to trial
Motivate users to buy more
Reward customers for referrals
• IMC Functional Objectives
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Advertising: awareness, brand image
Sales promo: encourage trial
Direct: loyalty
PR: deliver credible message
Events: associate product with lifestyle activities
Select MC mix
• Five primary tools
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Advertising
Public Relations
Direct Marketing
Sales Promotion
Personal selling
• Other factors
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Push v Pull strategy
Type of product
Stage of product life cycle stage
Buyer behaviour
Buyer readiness state
Push v Pull strategy
• Pulling the product through the distribution
chain by creating demand amongst
customers e.g. via heavy advertising
• Pushing the product through the
distribution chain e.g. via dealer incentives
• Combination of push and pull
Push and Pull strategies
in marketing communications
e.g. Personal
selling;
Trade press;
Mail shots;
offers etc.
e.g.
Sales
promotion;
Point of sale
offers;
Advertising
etc.
Manufacturer
Wholesaler
Retailer
e.g. Personal
selling;
Trade press;
Mail shots;
offers etc.
Consumer
Flow of communication
Flow of product
e.g. advertising, sales promotions etc.
Push
Pull
Manufacturer
Wholesaler
Retailer
Consumer
Product categories and marketing communication mix
Product Life Cycle stage
• Introduction
– Heavy promotion to create awareness
• Growth
– Increasing competition
– Create differentiation
• Maturity
– Maintain differentiation
– Nurture segments e.g. heavy users
• Decline
– Rejuvenate or re-position
What to evaluate?
• Success of campaign?
• Promotion tools?
• Concept?
• Message?
• Media?
• Creative element?
“Plan is nothing. Planning is everything.”
General Eisenhower
Any questions?
Thank you!
and
Please do read
Reading
• Pickton, D. and Broderick, A. (2005)
Integrated Marketing Communications
Prentice Hal, Chapters 13, 17, 18, 19
• De Pelsmacker, P. Geuens, M., and Van
Den Bergh ,J. (2004) Marketing
Communications, Prentice Hall, London,
Chapter 4, 5, 6
• Fill, C. (2005) Marketing Communications
Prentice Hall, London, chapters 11, 12, 13