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8/14/2019 Seminar On power pointt

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Seminar on :Communication in

Marketing


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Introduction to marketing

communication Introduction to Marketing Communications.

What are marketing communications?

Marketing communications is a subset of the overall subject area known as marketing.Marketing has a marketing mix that is made of price, place, promotion, product (knowas the four P's), that includes people, processes and physical evidence, whenmarketing services (known as the seven P's).

How does marketing communications fit in? Marketing communications is 'promotion'from the marketing mix.

Why are marketing communications 'integrated?' Integrated means combine oramalgamate, or put simply the jigsaw pieces that together make a complete picture.This is so that a single message is conveyed by all marketing communications.Different messages confuse your customers and damage brands. So if a TV advertcarries a particular 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 thesame theme. Coca-Cola uses its familiar red and white logos and retains themes oftogetherness and enjoyment throughout its marketing communications.

Marketing communications has a mix. Elements of the mix are blended in differentquantities in a campaign. The marketing communications mix includes many differentelements, and the following list is by no means conclusive. It is recognised that thereis some cross over between individual elements (e.g. Is donating computers toschools, by asking shoppers to collect vouchers, public relations or sales promotion?) Here are the key of the marketingcommunications mix.


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The Marketing Communications

Mix.

Personal Selling. Sales Promotion. Public Relations (and publicity). Direct Marketing. Trade Fairs and Exhibitions.

Advertising (above and below the line). Sponsorship. Packaging. Merchandising (and point-of-sale). EMarketing (and Internet promotions).

Brands. Integrated marketing communications see the elements of the

communications mix 'integrated' into a coherent whole. This isknown as the marketing communications mix, and forms the basisof a marketing communications campaign
http://www.marketingteacher.com/Lessons/lesson_personal_selling.htmhttp://www.marketingteacher.com/Lessons/lesson_personal_selling.htm


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Introduction to branding

Introduction to Brands.

Brands and Branding.

Branding is a strategy that is used by marketers. Pickton and Broderick (2001) describe branding as Strategy to differentiate products andcompanies, and to build economic value for both the consumer and the brand owner. Brand occupies space in the perception of theconsumer, and is what results from the totality of what the consumer takes into consideration before making a purchase decision (Pickton andBroderick 2001).

So brandingis a strategy, and brandis what has meaning to the consumer.

There are some other terms used in branding. Brand Equity is the addition of the brand's attributes including reputation, symbols,associations and names. Then the financial expression of the elements of brand equity is called Brand Value.

There are a number ofinterpretations of the term brand (De Chernatony 2003). They are summarized as follows:

A brand is simply a logo e.g. McDonald's Golden Arches.

A brand is a legal instrument, existing in a similar way to a patent or copyright.

A brand is a companye.g. Coca-Cola.

A brand is shorthand- not as straightforward. Here a brand that is perceived as having benefits in the mind of the consumer is recognised andacts as a shortcut to circumvent large chunks of information. So when searching for a product or service in less familiar surroundings you willconduct an information search. A recognised brand will help you reach a decision more conveniently.

A brand is a risk reducer. The brand reassures you when in unfamiliar territory.

A brand ispositioning. It is situated in relation to other brands in the mind of the consumer as better, worse, quicker, slower, etc.

A brand is apersonality, beyond function e.g. Apple's iPod versus just any MP3 player.

A brand is a cluster of values e.g. Google is reliable, ethical, invaluable, innovative and so on.

A brand is a vision. Here managers aspire to see a brand with a cluster of values. In this context vision is similar to goal or mission.

A brand is added value, where the consumer sees value in a brand over and above its competition e.g. Audi over Volkswagen, andVolkswagen over Skoda - despite similarities.

A brand is an identitythat includes all sorts of components; depending on the brand e.g. Body Shop International encapsulates ethics,environmentalism and political beliefs.

A brand is an image where the consumer perceives a brand as representing a particular reality e.g. Stella Artois Reassuring Expensive.

A brand is a relationship where the consumer reflects upon him or herself through the experience of consuming a product or service.


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4 branding alternatives

Four Banding Alternatives

A Branding Strategy Based upon Brand Franchise Extension (Tauber 1981)

A marcoms tool that a marketer can employ for branding decision-making is the Four Banding Alternatives (Tauber1981). Four Branding Alternatives is a strategic marketing communications technique. It is a fun and creative approachthat can add value to any class that likes to discuss brands and how they could be innovatively developed. It is usedwhen an organization considers adding a product to its portfolio and its associated brand name. The two variables forthis matrix are Product Category (Existing or New) and Band Category (Existing or New).

New Product - a new product is developed with a series of new brand ideas and meanings to the consumer.

Flanker Brand - a new brand is introduced into a category where the organization already has established products.

Line Extension - a current brand name is introduced into a category where the organization already has established products.

Franchise Extension - a familiar brand is taken to a product category where it is unknown.

Here's an example. Firstly let's recall that Four Branding Alternatives is a strategic tool, so you need to base it upon a very largeorganisation which is likely to own a number of brands.

Examples would include car manufacturers, large IT companies, and conglomerates. You get the idea.

An example for the Japanese company, Sony Inc is as follows:

New Product- Sony enters the market for music downloads under a new sub-branding idea and concept.

Flanker Brand- Sony introduces the Sony Vaio laptops (as it indeed has).

Line Extension - Sony enter the market for digital HD TV's (as it has).

Franchise Extension - Sony enters the market for innovative environmentally friendly small cars that run on solar power.


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The Loyalty Ladder

The Loyalty Ladder.

Turning aprospectinto an advocate.The loyalty ladderis a tool for marketing communicators. The idea is thatconsumers can be moved along a continuum of loyalty using a number of integrated marketing communicationstechniques (it is also referred to as a branding ladder). Essentially, consumers become loyal to a brand which hasmeaning to them in relation to a product, service, solution or experience.

As with continuums of behaviour such as UACCA - Unawareness, Awareness, Comprehension, Conviction, Action, orAIDA-Awareness, Interest, Desire, Action, the loyalty ladder begins from a point where the consumer has Not Yet Purchased,then he or she buys the product for the first time (Trialist), if the trial has been a success he or she returns to buy again andagain (Repeat Purchaser) and finally the consumer buys no other brand (Brand Insistent). At the Not Yet Purchased Stagethe consumer is merely a Prospect. As he or she trials they become a Customer. The Repeat Purchaser is a Client since

he or she is becoming loyal. Finally, the consumer becomes an Advocate (i.e. activist or campaigner) since he or she isBrand Insistent. At this point the brand is difficult to dislodge since it has so much meaning to the consumer. Great brandssuch as Nike, BMW, Boss, and iPod are in this highly desirable position.

The marketing manager needs to decide or select integrated marketing communications that move the consumer from NotYet purchased to Brand Insistent (i.e. from Prospect to Advocate). Once at Brand Insistent, the marketing manager shouldattempt to keep the level of customer loyalty a. t this point, again by using integrated marketing communications


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Personal Selling

Personal Selling.

Personal selling occurs where an individual salesperson sells a product, service orsolution to a client. Salespeople match the benefits of their offering to the specific needsof a client. Today, personal selling involves the development of longstanding clientrelationships. In comparison to other marketing communications tools such asadvertising, personal selling tends to:

Use fewer resources, pricing is often negotiated.

Products tend to be fairly complex (e.g. financial services or new cars). There is some contact between buyer and seller after the sale so that an ongoing

relationship is built.

Client/prospects need specific information.

The purchase tends to involve large sums of money.

There are exceptions of course, but most personal selling takes place in this way.Personal selling involves a selling process that is summarised in the following Five Stage

Personal Selling Process. The five stages are: 1. Prospecting.

2. Making first contact.

3. The sales call.

4. Objection handling.

5. Closing the sale


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