apple opposes, solves, nike exhorts,
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solvessolves, Nike, Nike exhortsexhorts,,VirginVirgin enlightensenlightens,,
SonySony
dreamsdreams,,
BenettonBenetton protestsprotestsBrands are not nouns butBrands are not nouns but
verbsverbs. It all lies in how. It all lies in howJean Marie Dru, DisruptionJean Marie Dru, Disruption
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InformInform
PersuadePersuaderemindremind
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Classification of mediaClassification of media
Mass mediaMass media Reach large audiences, no instantaneous personalReach large audiences, no instantaneous personal
contactcontact Print, broadcast, billboards, etcPrint, broadcast, billboards, etc
Personal mediaPersonal media Human interactionHuman interaction
Direct selling, teleselling, etcDirect selling, teleselling, etc
Electronic interactive mediaElectronic interactive media Reach out to large audience thru personalisedReach out to large audience thru personalisedmessagesmessages Internet, mobile telephony, digital, atms,, kiosks, touchInternet, mobile telephony, digital, atms,, kiosks, touch
screens, MTV onlinescreens, MTV online
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ElementsElements
Personal sellingPersonal sellingPerson to person interaction forPerson to person interaction for
Persuading the buyer to a point of view, take a course ofPersuading the buyer to a point of view, take a course of
action, develop a customer relationship.action, develop a customer relationship.
Time investment required; but cultivates long term bondsTime investment required; but cultivates long term bonds
Customised, flexibleCustomised, flexible
Feed back of customer incorporated in the system itselfFeed back of customer incorporated in the system itself
Sales presentations, sales meetings,Sales presentations, sales meetings,
samples, fairs and trade show stalls etcsamples, fairs and trade show stalls etc
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AdvertisingAdvertising
Informative or persuasive message, nonInformative or persuasive message, nonpersonal medium, paid for by identifiedpersonal medium, paid for by identified
sponsorsponsor Large size of audienceLarge size of audience Cost efficient as compared to personal selling (per person in audience)Cost efficient as compared to personal selling (per person in audience) Control on content, dramatization possibleControl on content, dramatization possible Uniform, frequent, pervasiveUniform, frequent, pervasive Over all cost high, no personalization, low customization, feedbackOver all cost high, no personalization, low customization, feedback
Print broadcast ads, packaging, motionPrint broadcast ads, packaging, motionpictures, brochures, booklets, posters,pictures, brochures, booklets, posters,leaflets, billboards, pop displays, etcleaflets, billboards, pop displays, etc
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Why? To work on the mindWhy? To work on the mind Build awareness about co., pdt., idea, serviceBuild awareness about co., pdt., idea, service
etcetc Build imageBuild image Some degree of preferenceSome degree of preference
ButBut Most not creativeMost not creative
ShorterShorter Clutter,Clutter, generalisedgeneralised ROAI difficult to calculateROAI difficult to calculate
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Publicity / public relationsPublicity / public relations
Message carried by a non- personalMessage carried by a non- personalmedium, not paid by an identified sponsor,medium, not paid by an identified sponsor,
33rdrd party decides what is news worthy and inparty decides what is news worthy and in
what formwhat form
active seeking of 3active seeking of 3rdrd party endorsement isparty endorsement is
public relations- managed, organisedpublic relations- managed, organised Higher credibility,Higher credibility,
Factual not persuasive mostlyFactual not persuasive mostly
Not in mfrs controlNot in mfrs control
Advertisement is what you pay for PR isAdvertisement is what you pay for PR is
what you pray forwhat you pray for
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PENCILSPENCILS
P ublications P ublications magazines, annual reports, brochuresmagazines, annual reports, brochures E vents E vents sponsored events, trade showssponsored events, trade shows N ews- -N ews- - favorable stories,favorable stories, C ommunity involvement activities C ommunity involvement activities timetime
and money to local comm. Needsand money to local comm. Needs
I dentity media-I dentity media- stationary, bus, cards, corp. dressstationary, bus, cards, corp. dresscodes, all customer contactscodes, all customer contacts
L obbying activities L obbying activities political, legal relationshippolitical, legal relationshipmanagementmanagement
S ocial Responsibilty activities S ocial Responsibilty activities CSR activitiesCSR activities
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Sales PromotionSales Promotion Activities other than advt., pers. Selling, and PR thaActivities other than advt., pers. Selling, and PR tha
are used to persuade or stimulate the buyer over aare used to persuade or stimulate the buyer over a
specific period of timespecific period of time Works on behaviourWorks on behaviour
Galvanises customer into action. Achieves short term objectivesGalvanises customer into action. Achieves short term objectives
Temporary offersTemporary offers
Incentives, gain attentionIncentives, gain attention Good when superior pdt but low awareness, or attracting new customer withGood when superior pdt but low awareness, or attracting new customer with
loyalty bentloyalty bent
Samples, sweepstakes, contest, games, coupons,Samples, sweepstakes, contest, games, coupons,
rebates, entertainment, continuity programs, tie inrebates, entertainment, continuity programs, tie in
giftsgifts 30 70% of promotional budget30 70% of promotional budget
Trade promotionTrade promotion
Consumer promotionConsumer promotion
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Direct sellingDirect selling
Tele and net basedTele and net based
Database management, data miningDatabase management, data mining
and customisingand customising
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Personalselling
Advertising
publicity Salespromotion
Mode ofcomm.
Direct &personal
Indirect Indirect Indirect
Regular,recurrent
maybe yes No, onlynewsworthy
No, shortterm
Messageflexibility
Personalised,tailored
Conventionally uniform
Beyondcontrol
uniform
Sponsoridentified
yes yes no Yes
Controlswithmarkter
yes yes no yes
Cost high Low per none varies
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Decision making - 5 MsDecision making - 5 Ms
MissionMissionTo inform , persuade or remind ?To inform , persuade or remind ?
Hierarchy of effects modelHierarchy of effects modelAwarenessAwareness knowledge liking preferenceknowledge liking preference
convictionconviction purchasepurchase
AIDA modelAIDA modelCognitive (attention), affective( interest+ desire),Cognitive (attention), affective( interest+ desire),
behavioural (action)behavioural (action)
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MediaMedia
channels in tandem with the message and objectivechannels in tandem with the message and objective
Push strategy vs pull strategy
Type of pdt or market
Consumer goods advert., sales promotn, personal selling, PR.
Business goods Personal selling, sales promotion, advert, PR
Buyer readiness
Pdt life cyle stage
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MoneyMoney Affordability scaleAffordability scale
% of sales method% of sales method
Competitive parity methodCompetitive parity method
Objective and task methodObjective and task method
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MeasurementMeasurementRecall or recognitionRecall or recognition
persuasionpersuasion
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IntegratedIntegrated
communicationcommunication Depends on what are the customer purchase driversDepends on what are the customer purchase drivers
List all tools available and what do you expect each to doList all tools available and what do you expect each to do
Recognise all contact points where the customer willRecognise all contact points where the customer will
encounter the companyencounter the company
Let all tools work multi media campaignLet all tools work multi media campaign OyesterbayOyesterbay Titan tanishqTitan tanishq
Divya bhaskarDivya bhaskar
Let all 4 ps also compete and collaborateLet all 4 ps also compete and collaborate Eureka forbes,Eureka forbes,
Alchohol and smokeAlchohol and smoke
Customer value, convenience, cost, communicationCustomer value, convenience, cost, communication
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DetailingDetailing Doctor meetingDoctor meeting
Exhibitions and conferencesExhibitions and conferences Lunch or dinner meetingsLunch or dinner meetings TrialsTrials SamplesSamples PAMsPAMs Scientific publications andScientific publications and
reprintsreprints Journal advertsingJournal advertsing Direct mailDirect mail Medical audio / video tapesMedical audio / video tapes Company magazineCompany magazine Distribution reward programsDistribution reward programs PRPR Social activitySocial activity
PURCHASEPURCHASEDRIVERSDRIVERSEvaluation of theEvaluation of the
productproductRespect for salesRespect for sales
personpersonImage ofImage of
companycompany
Eg. Pharma
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Pdt evaluationPdt evaluation Effectiveness, dosage features, side effects, how long in mktEffectiveness, dosage features, side effects, how long in mkt
Pdt managementPdt management Symposia, articles, Samples, journal ads, direct mail, video cassettesSymposia, articles, Samples, journal ads, direct mail, video cassettes
SalespersonSalesperson Knowledge, character, responsiveness, likability, special talents, appearancKnowledge, character, responsiveness, likability, special talents, appearanc
Relationship managementRelationship management Selection, training, recruitmentSelection, training, recruitment
CompanyCompany Scientific and social standing, trust, helpfulness, image, expertsScientific and social standing, trust, helpfulness, image, experts
Image managementImage management Feature articles, sponsorships, civil actions, audio cassettes, IRCFFeature articles, sponsorships, civil actions, audio cassettes, IRCF
Launch of CAPDLaunch of CAPD
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Sales promotion relatedSales promotion related
decisionsdecisions Establish objectiveEstablish objective For customerFor customer
Attract new triersAttract new triers
Encourage large sized purchase (maggi)Encourage large sized purchase (maggi)
Reward loyal customers (annual programes)Reward loyal customers (annual programes)
Increase repurchase of occasional users (pokemon cards,Increase repurchase of occasional users (pokemon cards,
tazos, mcdonalds and walt disney, finding nemo,)tazos, mcdonalds and walt disney, finding nemo,) For retailersFor retailers
Cooperation and compliance of consumer tgt programsCooperation and compliance of consumer tgt programs(handling charges, sp. Discounts, POP competitions)(handling charges, sp. Discounts, POP competitions)
For wholesalersFor wholesalers
Aggressive sales force activity and wholesaler end. (tickets toAggressive sales force activity and wholesaler end. (tickets tosingapore, dealer meets, bell ceramics)singapore, dealer meets, bell ceramics)
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Select toolSelect tool Wholesaler retailersWholesaler retailers
Trade shows (paper and printing in germany, aquarium in singapore)Trade shows (paper and printing in germany, aquarium in singapore) ContestsContests Display equipment, POP displays (Eno, Pepsi)Display equipment, POP displays (Eno, Pepsi)
AllowancesAllowances
ConsumersConsumers Sampling (door to door shampoo saches)Sampling (door to door shampoo saches) Coupons (oysterbay), (newspaper ads)Coupons (oysterbay), (newspaper ads)
Rebate (maruti service station, send 3 covers, caps, )Rebate (maruti service station, send 3 covers, caps, ) Contests (indian idol?, milkmaid recipe)Contests (indian idol?, milkmaid recipe)
sweepstakessweepstakes Premiums (jet travellers get lounge facility, 1+1)Premiums (jet travellers get lounge facility, 1+1) POP displays (moving screens,)POP displays (moving screens,) Product placementsProduct placements
Tie ins (FR and pepsi)Tie ins (FR and pepsi)
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Develop the programDevelop the program Size of incentiveSize of incentive
ConditionsConditions
DurationDuration
Distribution vehicleDistribution vehicle
TimingTiming
Total budgetTotal budget
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Implement, EvaluateImplement, Evaluate Sales DataSales Data
Consumer surveysConsumer surveys
ExperimentsExperiments
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