pk marketing communication

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KENSINGTON COLLEGE OF BUSINESS

MODULE LEADER: DAVID ZERDIN

SUBMITED ON: DECEMBER 14-2009

KCB ID: 11834


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In this research work I emphasis on the importance of strategic

marketing communication, and to advise Elianas Kitchen on

applying the concepts of marketing communication in order analyse

how well can the company perform on its launch of new products.Managing and creating new relationship with customers has a

direct bearing on marketing communications. Marketing

communications helps in defining an organizations relationship

with customers not only by the kind of messages exchanged, but

also the way of choice of media used and on which occasion, in

order to suit the customers preferences.


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Contents

1)Introduction2)Communication models.3)Concept of opinion formers and opinion leaders4)Buyer behaviour theory

a) Types of consumer buying situation

b) Consumer buying process

c) Social and cultural factors

d) Psychological factors

5)Analyse on quantitative and qualitative research6)Brand design and development

a) Brand strategy

b) Brand positioning

7) IMC tools

a) Advertising

b) Sales promotion

c) Public relation

d) Direct marketing

e) Personal selling

9) Conclusion.


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1. INTRODUCTION

Marketing communication is the concept of planning that recognizes the added value of a

comprehensive plane which evaluates the strategic roles of a variety of communication disciplines to

provide consistency and maximum communications impact. Marketing communications is also a

subset of the overall subject area known as marketing. Marketing communication has a marketing

mix that is made of price, place, promotion, product which also includes people, processes andphysical evidence, which is also called the seven Ps. Marketing communication is called as

integrated because a single message is conveyed by all marketing communications by combining all

the ideas into a complete picture. Various kinds of messages can confuse the customers and damage

brands. So if a TV advertisement carries a peculiar logo, images and message, then all newspaper

adverts and point-of-sale materials should carry the same logo, images or message, or one that fits the

same theme. Many different mixes of elements constitutes and forms the term called marketing

communication such as personal selling, sales promotion, public relations, direct marketing, trade

fairs and exhibitions, advertising, sponsorship, merchandising, branding. This forms the basis of

marketing communication campaign.

2. Communication models.

a).Single step Communication model.

This model involves just three elements:

Sender-------- message--------- receiver

b).Based on Schramms model 1954

Message

Encoder Decoder

Interpreter Interpreter

Decoder Encoder

Message

In this the communication is reciprocal even though the feedback may be delayed. Some of these

methods of communication are very direct like when you talk directly to someone. A commercial

sponsor examines the sales figures to check for their communicative effectiveness in the

advertisements and sources of advertising.


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C.)Mass communication

Mass communication method is used to reach the customers worldwide as quickly as possible,

because it includes mediums like internet, newspaper, TV etc...

a).One step communication

Sender message Receiver

One step communication suggests the sender has the potential to influence an unthinking and non-

interacting crowd. Receivers can also talk to each other and can get active in that process information

selectively and frequently in a twisted manner. Opinion formers and opinion leaders also influence the

communication process.

3. Concept of opinion leaders and formers.

The communication which does not directly flow into the people but it is interpreted firstly by opnionleaders and then it reaches the common people.The process is:

The mass medium the opinion leaders the common people and it is called two step flow

communication.The main contributions of this theory are:

(1) Information can be transferred not only by medium but also by interpersonal communicationnetwork. In other words, people can obtain information by two channels or any of the two;(2) There is an interface between the medium and the interpersonal communication network, And the

interface is the opinion leader;

(3) The influences of opinion leaders and interpersonal communication network on information

communication and individuals decision are far larger than that of the mass medium.The opinion formers are often quoted in promotional creative writing and advertisement, while the

style leaders are often seen with the brand through clever editorial exposure engineered by publicrelations professionals. Both opinion leaders and opinion formers can contribute towards credibility. 1

1http://nikmaheran.com/v1/attachments/0 27_IJBM200807.pdfcited on 11-12-09


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a).Two step flow communication:

Mass media

Opinion leaders-----

People in contact with opinion leaders

It assumed that message filtered through opinion leaders to the mass audience.

b).Two step communication model with opinion leaders and formers.

R

O.F

R

O.L R

R

Sender-------- message-- R

R

O.F R

O.L R

R

R


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4. BUYER BEHAVIOUR THEORY

The study of how and why people purchase goods and services for them for their use is termed as

consumer buyer behaviour. It covers process of decision making from that which precede the

purchasing of goods to the experience of using product service. They attempt to understand the

proverbial 'blackbox' of what happens within the consumer between his or her exposure to marketing

stimuli and the actual decision to purchase.2

Kotler et al. (2004) briefly explain the 'black box'

model; the below mentioned diagram shows the content and process involved in it.

Stimuli--------------- transformer------------------ Responses

Black BOX (buyers mind)

M ARKETINGMIX PURCHASE

Product Product

Price Brand

Place source

Promotion Amount

Other Methods of

Economic payment

Situation No purchase

Social

Lifestyle

The content of the model suggests that customers will react in some peculiar ways to different stimuliafter they have 'processed' those stimuli in their minds.. It is called the 'black box' model because we

2http://www.marcbowles.com/courses/adv _dip/module12/chapter4/amc12_ch4_two.htm cited on 07-12-09

Black Box (buyers mind)

Internal influences decision making

Beliefs/attitude problem solving

Values information search

Learning evaluation

Needs purchase

Perception post purchase

Life style evaluation

E

X

T

E

R

N

A

LF

A

C

T

O

R

S


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still dont know how the human mind works.As far as consumer behaviour goes, we know enough to

be able to identify major internal influences and the major steps in the decision-making process whichconsumers use, but we don't really know how consumers transform all these data, together with the

stimuli, to generate particular responses.3

Explained are some of the facts that affect the buyers:

a).Customer buying situation:

A customer's approach to purchasing a product or service is influenced by their situation - whetherthey have money and how important, frequent, risky or urgent the purchase is to them in their

situation4.

If the customer is purchasing a product of low value or is being purchased often then the buyer willspend less time and effort and the rate of involvement with the purchase will fall to be very low.These kinds of purchases normally have very little risk and it requires very few information. These

kinds of purchases are referred to as Low involvement Process. Whenever the need is stimulated in

customers mind - a particular brand is automatically purchased. This is called 'Routinised Response

Behaviour.5

Alternatively, in the case of buying baby food the customers can be conscious and selective. This is

termed as 'High Involvement'. At this time the customer goes through a solving process and trying to

collect information and evaluating it and deciding which brand is more suitable.

There is a third type of buying situation. In this type the customer already had some kind of

experience of purchasing a particular product before. Here the risk factor is less and the information

needed is also too low and this can be termed as Limited Problem Solving.

b).Consumer Buying Process

There are many different models that attempt to map the reality of the buying process.

The PSM (Problem Solving Model) identifies the different levels by which a buyer moves:

Awareness of the need to buy something is called 'problem recognition6. For example, when you are

planning to buy instant food from a market, the search could involve advertisements, visiting shops,recommendations from your friends, exhibition, articles, and also talking to sales people to find out

which can be best for you.

The customer evaluates the criteria, such as quantity, quality, price, delivery, reliability or guarantee.

At last a decision is made by the customer to choose and buy the most appropriate brand.

It doesn't end here since the shop might be out of stock. In this case the communications mix has

worked but the marketing mix has failed - distribution problems exist since the product is not on theshelf where and when it is needed.

7

3http://en.allexperts.com/q/Marketing-1090/Effective-Marcoms-1.htm cited on 09-12-09

4http://www.multimediamarketing.com/mkc/buyerbehaviour/ cited on 09-12-09



7http://www.multimediamarketing.com/mkc/buyerbehaviour cited on 09-12-09


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When a purchase is made, most of the customers start to suffer some fear full concern about whether

the choice they made is correct or wrong. This type of anxiety is called Post Purchase Dissonance. Itis also important for marketers to reduce this customer anxiety so that buyers become satisfied

customers who develop brand loyalty and become more likely to buy the same brand again if and

when the need arises.8

Both of these models hide the detailed workings of the mind. Other models, such as Stimulus-Response models only show inputs, like advertising, and outputs, like sales. Here the complexworkings of the mind are ignored and left inside a kind of 'black box'. There are, of course, more

complex models which try to open up the black box and look inside the buyers' mind.9

Some communication models such as AIDA help the marketers to plan accordingly about the

marketing communications.

c.)Social and Cultural Factors

Consumers can easily get influenced by other people. These types of influences emerges from all

kinds of social groups which are mentioned below:

y Family Wy Reference Groupy Social Classy Culture and Subculture

An individual also looks to his/her reference group when forming an opinion, attitude or belief. TheCustomer may not actually be a member of this group but may simply aspire to be a member of it and

so refer to its value system. The marketing communication planner needs to know whether Customers

are or can get influenced by any reference group and which kind of customer is influenced byparticular reference group.10 The present Culture and subculture can also influence people's

lifestyles, beliefs, attitudes and, their buying behaviour. For example, Japanese buy and eat raw fish.

Their children learn to like raw fish. However, few European children eat raw fish.11

Subcultures can influence the buying patterns and also influence the way communication messages

are received. The marketing planner should understand the entire group that can influence the

customers and adjusted accordingly to get the maximum effect of marketing mix.

d.)Psychological Factors

The behaviourist in the school of psychology concentrates on the inputs and outputs of the stimulusand the responses of the messages. Simply focusing on the response,of the people who respond on






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seeing advertisements or the response of people who have the idea of making a purchase. Buying

behaviour is, in fact, affected by a complex web of internal psychological variables. These include:

perception, motivation, learning, memory, attitude and personality.

5).Analyse on quantitative and qualitative research:

The proposed conceptual framework and the testable research propositions offer multiple avenuesand opportunities for future IMC research. Various qualitative and quantitative studies would be

appropriate for this endeavour. With reference to qualitative research, case studies could follow thebrand equity strategy of a single brand, or a portfolio of brands, through brand identity developmentand IMC strategy through to brand equity. Such studies may provide a rich understanding of the brand

equity strategy process12

6.) BRAND DESIGN AND DEVELOPEMENT:

a.) Brand strategy

Brand strategy starts with the human equation.When planning to create a brand, its important toconsider the final source of connection, and your audiencet. What is the nature of your offering, what

need does it fulfil, what competition might be in play, and what differentiation do you offer?Weshould focus on the strategy and then build the story.

13To relate a brand is literally, to tell a story.

The important component on this front is that there is an alignment to the human mind peopleslives are inherently built on a string of stories, so framing your messaging in this construct is useful

for your planning.14

b.) Brand positioning

It is the added value or augmented elements that determine a brands positioning in the market

place.

Positioning can be defined as follows:

Positioning is defined as the way a product is exposed in the market in relation with other existingproducts. Positioning of brands is done on a perpetual map for competing against the other top brands

in the market The brand strategy should influence the total operation of Elianas kitchen to ensure

consistent brand behaviour in the market place and consistently good experiences by the customer.

Brand positioning is the idea of creating and maintaining a unique representation of the brand incustomers mind and which is expected to stimulate the choice of the particular brand. It is difficult to

develop a successful positioning strategy also positioning the companys product in the competitive

market can be one of the most difficult tasks.

7.) Integrated marketing communication tools:

12http://www.icmrindia.org/courseware/Marketing% 20Communications/Marketing%20Communications-

DS2.htm cited on 11-12-0913

http://www.girvin.com/blog/?p=3195 cited on 11-12-0914

http://www.girvin.com/ cited on 11-12-09


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When planning the strategy for IMC we have to convey the message to the customers by drawing

their interaction through the coordination of efforts of contents and timely delivery of products andservices. We should ensure consistency, timing and appearance of messages conveyed to the

audience, these factors will help us to avoid any confusion about the benefits of the brand through theconnection of instant product recognition.IMC is the part and parcel of the marketing mix . If the

companies follow ethical planning and if the communication delivered is proper and follow theindustrial guidelines, then they are supposed to earn the trust of their customers and the targeted

audience.

The Five basics of integrated marketing tools are defined below.

a.)Advertising:

This is one of the major tools that is used in marketing communication for targeting the audience and

from which the sales can be increased. Advertising is the fastest ways of imparting the theme of thebrand to the audience. Different types of advertising mediums are TV, news papers, radio, internet,

billboards.

b). Sales Promotion:

Sales promotion is used through exhibition, leaflet distribution, contests, etc. This method is used toenhance the sales by boosting up brand awareness and giving more importance on customer retention.

c). Public Relations:

PR is one of the important tool in marketing communication which is initiated through publicappearances, news/press release or event sponsorships, to built a goodwill by presenting the product

in a positive light.

d). Direct Marketing:This is the way in which marketing is done through email, direct responses to TV, which is done in

order to get in touch with the targeted audience which in turn will result in hike in sales and also test

new products and marketing tactics.

e). Personal Selling:Training the sales executives in setting up appointments and one to one meetings, doing presentation

and any type of communication to reach the customers and strengthen the relation that the company .

Different types of strategies and decisions during planning help to evaluate and tune up the particular

activities of IMC. Before selecting an Integrated Marketing Tool, Marketing managers should have alook at legal, regulatory, ethical and cultural elements. One thing to keep in mind while activating the

IMC tool is that, it should not reach inappropriate audiences and then end up in controversy. This can

result in damaging the brand awareness15

.

8.) IMC TOOL USED IN ELIANAS KITCHEN

The appropriate IMC tool which can be used with Point of Purchase material in the first year of

Elianas Kitchen would be Advertising. All successful ad campaign will start with a well built plan.

15http://ezinearticles.com/?Integrated-Marketing-Communications--- 5-Primary-Communication-

Tools&id=2177059 cited on 11-12-09


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It starts with identifying the best customers ending up with what exactly to advertise and when. The

budget plan should be made in such a way that the best customers should be converted to paying

customers.

Run the advertisement just once:

It should be so great that it need to appear only for a single time to make a huge blast. Frequency isthe key. When the targeted audience is noted then you should also know where to advertise. Also how

often do you run the advertisement makes a big difference and the advertisement will be much more

good. Creating a single advertisement will not do the magic but if its advertised multiple times it is

possible to gain more and more customers.

Also launching of exhibitions will help in increasing the sales as it is a way of reaching the customer

directly in which they can feel the good products supplied by the company.

About consistency!No customers will be happy to see the same tag line all the day, changing the advertisementoccasionally and bringing out new ideas for the ad may attract the customers which inturn will help in

boosting up the sales.

In order to maintain customer retention and attract more customers the materials should be kept

consistent and should make the add popular that the more people see the company logo, tag line they

more they begin to associate with the company and the products in which they spend their money.

9) Conclusion

The marketing professional must understand the target markets behaviour and then plan accordingly.Communication has always been a critical element in marketing and in the growth of the company.

Planning should be done in utmost care in order to maintain the brand name of the company and to

maintain customer retention. Customer retention is an important factor which in turn helps thecompany to maintain its sales even during the time of recession. Hence I conclude that MARKETING

COMMUNICATION IS A PART AND PARCEL OF MARKETING.

BIBILOGRAPHY

BOOKS

Philip J Kitchen (1999) Marketing Communication: Principles & Practices, Thomson Learning,

London.

Richard J .Varey (2002) Marketing Communication: Principle & Practices, Routledge, London.


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P.R .Smith & Jonathan Taylor (1993) Marketing Communication: An Integrated Approach, VOL 4,

Kogan Page Limited, London.

Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh (2002) Marketing Communication: A

European Perspective VOL 3, Pearson Education Limited, England.

Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn (1993),The New Marketing Paradigm:Integrated Marketing Communications. NTC Business Books.USA.

Chris Fill (2005) Marketing Communications: Engagement, Strategies and Practice. VOL 4,Pearson

Education Limited,England.

ONLINE ARTICLES

Available at:

http://www.emeraldinsight.com/10.1108/02651330510624408 (An ethics of representation for

international marketing communication) Year: 2005, Volume: 22

http://www.emeraldinsight.com/10.1108/08858620410523981 (The relationship marketing process:

communication, interaction, dialogue, value) Year: 2004 Volume: 19 Issue: 2

http://www.emeraldinsight.com/10.1108/00251740910966640 (Outsourced marketing: it's the

communication that matters) Year: 2009 Volume: 47 Issue: 6

http://www.emeraldinsight.com/10.1108/08858620110389786(Relationship development and

marketing communication: an integrative model) Year: 2001 Volume: 16 Issue: 3

http://ezinearticles.com/?expert=Kym_Gordon_Moore cited on 11-12-09

http://ezinearticles.com/?Integrated-Marketing-Communications---5-Primary-Communication-

Tools&id=2177059 cited on 11-12-09

http://www.indianchild.com/research/brand_naming_research.htm cited on 11-12-09

http://www.girvin.com/blog/?p=3435#more-3435 cited on 11-12-09

http://www.multimediamarketing.com/mkc/buyerbehaviour cited on 11-12-09

http://www.icmrindia.org/courseware/Marketing%20Communications/Marketing%20Communication

s-DS1.htm cited on 11-12-09

http://advertising.about.com/library/weekly/aa021902a.htm cited on 11-12-09

http://advertising.about.com/od/smallbusinesscampaigns/a/badadcampaign.htm cited on 11-12-09


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http://advertising.about.com/od/pointofpurchase/a/popadvertising.htm cited on 11-12-09

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