Transcript E4.9_G6_Communication Strategy

INSTITUTE OF
FOREIGN
LANGUAGES
COMMUNICATION STRATEGY
Lecturer: Hor Soknak
Group 6:
Bell Socheata
Doeuy Chandara
Heng Sopheaktra
Heng Piseth
So Sokkeang
Va Sotheavy
Yann Vanda
OUTLINE
 Review
 Objective
 Audience
 Message
 Channels
 Resource
 Timeline
 Brand
 Feedback
Review- Performance and Perception
 To


check the company’s past act.
To find out how the communication is made
To see how effective it is
 To
better understand how accurately the
client perceive our messages.
Objective
 To
get to know what will be achieved
through the communication.
 Objective must be SMART
 S: Specific
 M: Measurable
 A: Attainable
 R: Result-oriented
 T: Time-limited
Audience
 Who
is our Audience?
 The better we know the audience the
more chances we have to influence them.
 We should learn the needs, preference,
interest and their perception.
 Type of Audience:
 Primary audience
 Secondary audience
Message
 What
is our message?
 the idea or feeling transmitted from
sender to the receiver
 The connection between sender and
receiver.
The receiver: decodes the messages to
achieve the understanding.
 The sender: encodes the
feeling idea or sign to message.

Channels
 What
channel will we use to promote our
products?
 Why the channel is essential?




must be seen and heard by the right
people
identify the right channel
must budget for it
we must have a strategy in place for
moving our product to it and through it
Channels (Con’t)

The choice of communication Channel
depends on:
The type and the content of message to
deliver,
Our available resources,
How the audiences like to receive formation.



Resources
 Finances:
budget available now
and in the future
 People: staffs to perform tasks
(staffs, consultants…)
 Materials: material necessarily
needed for implement during your
work
Timeline
Brand
A
brand is the identity of a specific
product, service, or business and also tells
the world, at a glance, who and what we
are.
 Three strategies to be on brand:



Creating a communication committee
providing media training
Hiring a professional to create a logo and a
style guide
Feedback
 How
will we know when our communication
strategy is 100% successful?
 Some methods to gauge how well our
communication are doing include



Creating an impact log
Conducting a formal survey
Conducing key informant interviews
Case Study:
SCGT CPAC Monier Fitting
 SCGT
is a Thai private trading company operated in
Cambodia serving customers with all construction
materials ranging from roof to ceiling and wall to
floor and to bathroom under brand “Elephant”.
 Concrete
CPAC Monier is divided into 3 main
products of sales like
1. Main Tile
2. Fitting
3. Accessories
Case Study:
SCGT CPAC Monier Fitting
1- Review: in 2010
Sales volume: 30,000-40,000 pcs or 3-4%
compared with main tile
 Sub-dealer: gains less margin at only 10
cents/pc selling ours compared to competitors’
brands at 20-30 cents/pc margin
 End-users have less knowledge about our
brand, some not know the product value and
some not recognizing the brand and its
trademark.
Case Study:
SCGT CPAC Monier Fitting
 2
Objective:
“Increase sales volume to 70,000-80,000 pcs or
7-8% compared to main tiles for the whole
country for the second quarter 2011.
 deploy target 8% to each customers/dealers
in each area for sales team to push
 increase margin for sub-dealers to be 20-30
cents/pc
 Create product and brand awareness to and
cheer end-users
 cheer CMCC, BU of Concrete Roofing CPAC
Monier
Case Study:
SCGT CPAC Monier Fitting
3- Audience:
dealers & sub-dealers nationwide,
end-users in PNP and provinces
CMCC, showing them about our potential and trustful
capability
4- Message:
 8% of fitting from main tile portion by combined target of
both items for dealers’ Rebate program
 Trade promotion: free charge of fitting and coupon
redemption for sub-dealers
 Consumer promotion: scratched coupon to end-users,
and advertise brand with quality and guarantee.
Case Study:
SCGT CPAC Monier Fitting
 5-
Basket and Channel:
 Place fitting together with Rebate letter
announcement brought by sales force call and/or visit
dealers by area
 Leaflet and poster for sub-dealers
 Leaflet and banner for consumer promotion
 Radio Advs. on 90.5 FM& 102.5 FM
Case Study:
SCGT CPAC Monier Fitting
6- Resource:
Items
PNP
Provinces
Total
Cost/Unit
(USD)
T. Amount
(USD)
Free of
charge
3,000
3,000
6,000
0.80
4,800
Scratch
coupon
300
300
600
5
3,000
Leaflet
1,000
3,000
4,000
0.01
40
Poster
200
500
700
0.5
350
Banner
20
200
220
7
1.540
90hrs
700/mount
2,100
Radio/quarter
Grand Total
11,830
Case Study:
SCGT CPAC Monier Fitting
7- Timeline
Responsibl
e staffs
Activities
01st day
02-05th day
Mid-month
End-month
Mkt Team
Finish all design
and pint out
Distribute
leaflet, banners,
poster
Check all
dealers and all
communication
tool
Check all
dealers and all
communication
tool
Sale Team
Call to confirm
target with
dealers and
selectively call to
potential subdealers
Distribute
leaflet, banner,
poster to
dealers
Visit dealer and
sub potential
dealers to see
progress and
problem
Visit dealer and
sub potential
dealers to see
progress and
problem
Radio
Scratched
coupon
Half hour from 7 - 7:30 am and half hour from 7 - 7:30 pm everyday
Collect monthly from dealers and sub dealers, so end users can keep at
these shops
Case Study:
SCGT CPAC Monier Fitting
8- Brand:
 “Elephant” with high quality and trustful product
A proverb : “THE ROOF EXPERT”
9- Feedback:
Weekly follow up sales volume report from the system
Weekly follow up key dealer and potential sub-dealer
Monthly evaluate the sales performance and survey
comment, complain and/or request
Corrective action for the next quarter
Q&A
Thank You for Your Attention!