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Introduction:....................................................................................................... 1 Outcome 4a: Explain the principles and process of campaign management. ............................................................................................................................ 2 Outcome 4b: Combine appropriate techniques into an integrated and cost effective campaign............................................................................................. 9 Outcome 4c: Present promotion recommendations in the form of a promotion plan................................................................................................. 12 Outcome 4d: suggest appropriate measures for assessing campaign effectiveness. .................................................................................................. 13 Conclusion:...................................................................................................... 16 Reference.........................................................................................................18
Introduction:
Tiger brand has performed consistently well over the past four years, another very commendable performance was achieved by the company in 2006. Tiger brand has more branded consumer goods such as domestic food, consumer healthcare, pharmaceuticals, hospital products or fishing and export and international. Base on their vision is to be the worlds most admired branded consumer packaged goods and healthcare company in emerging markets1, Tiger brand should have campaign management to achieve their profitable top line growth to maintain their position as number 1 and number 2 in each product category in which we operate. Moreover, the integrated communication mix and costeffective campaign are very important to develop and measure campaign effectiveness. Therefore, Tiger brand should have strong marketing communication process.
Tiger Brands, (2006), Vision and mission. Retrieved April 26, 2008, from Tiger Brands Company Web site: http://www.tigerbrands.co.za/
According to the marketing communications planning process, p.4262, marketing communication plan is document that summarizes the main issues and details of marketing communications activities, including relevant background information and marketing communication decisions. In fact, it is very important to realize that marketing campaign has the vital role to develop the planning of marketing communication and marketing planning process. We have the plan of integration of business and promotion planning: Business planning: Finance Operations Human resources Marketing Marketing planning: - Revenue/profits - Product decisions - Pricing decisions - Place decisions - Promotion decisions Marketing communications planning - Budgets - Advertising - Personal selling - Public relations - Sales promotion - Integration
Figure 1: Integration of business and promotion planning Base on the planning above, Tiger Brands should have a campaign management process to create segments, associate them with offers and
executive campaigns would be repeated for each possible segment that a marketing manager might think of phone call or direct mail. Nowadays, campaign management can be one of the most difficult aspects of a business. A campaign management system is often in order to regulate traffic flow of sales. According to Thearling, K (2001)3, in recent years, the job of marketing manager has changed. Instead of interacting with large numbers of customers, the new role of marketing is to interact with individual customers, focusing on the specific needs of that customer. Campaign management embraces, identifying targets, compiling a list of contract details, suppressing people who have moved, producing the creative pieces, sending the right messages to the right people and closing business with people who respond4. Thus, campaign management soft ware applications allow marketing users to segment groups of customers into smaller groups and then specify the interaction that should take place with those individuals. One of the greatest campaign management software programs available is Prophet. Prophet software has been designed to make campaign management easier than ever for Tiger Brands. Process of campaign management:
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have there basic: where we now are, where do we want to go and how do get there. Three questions are powerful to build a more comprehensive and structured process that can be easily understood, easily applied and practice. According to Smith and Taylor (2002)6, the process of campaign management includes situation, objectives, strategy, tactics, targets, men, money, minutes and measurement. Their process will help managers to recall the key components of a marketing communications plan7.
Thearling, K (2001), Campaign management, Retrieved on: 13 June2008. Website: http://www.thearling.com/text/hrdotcom/cm.htm, 4 Hubbard, I (2008), Retrieved on: 13 June 2008. Website: http://www.crm2day.com/experts/EEEEpyppFkgRhWrNBb.php. 5 HNC/HND, course book, unit 18, page 427. 6 HNC/HND, course book, unit 18, page 427 7 HNC/HND, course book, unit 18, page. 428
Stage 1
Analysis
Stage 2
Planning
Stage 3
Implementation
Stage 4
Control
Figure 2: Process of campaign management. Firstly, we need analysis the situation problem of Tiger Brands. In fact, Tiger Brands is concentrated on South Africa market. Tiger Brands corporate objective is adding value to life8. Tiger Brands and services are found at all levels within our society and it is impossible to imagine any consumer going for any length of time without using at least one of Tiger Brands products. As the result, Tiger Brands is everywhere in South Africa and their organization is improving and growing profitability. Besides, we need to know Tiger Brands objectives that are typically concerned with profitability growth and organization improvements and will normally be of a longer term nature. In fact, Tiger Brands objectives is includes objectives. Currently, the trend of using campaign management is increase. This trend is expected to continue to rise. Campaign management reduced headcount, scale ability, compliance with privacy legislation9. The communication strategy process develops in connection to and a part of their overall marketing strategy process.
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business
objectives,
marketing
objectives
and
communication
Tiger Brands, (2006), Corporate objective. Retrieved April 26, 2008, from Tiger Brands Company Web site: http://www.tigerbrands.co.za/
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However, it is difficult to clarify clear steps that are consistent for all different communication strategies, as it depends on factors such as if it is a new product to launch. Nevertheless, as for what stages they usually implement when designing a communication strategy within the company, the respondent stated that the first stage is recognized as an initial meeting with the members of the marketing division. In the stage of defining target groups, target audience have been developed and screened out from the actual customers. Group of customers can fill the group of products focus on household, business to business or officer of the current customers in South Africa and Tiger Brands strive to get more customers in Africa areas and international. We have stages in designing communication strategy process10: Stages in Designing communication strategy process Identification of target audience - Determining communication objectives - Designing the message - Selecting communication channels - Establishing promotional budget - Deciding on the promotion mix - Measuring promotional results The communication strategy process design of Tiger Brands First stage: Initial meeting with marketing division - Target group definition - Communication objectives - Design the message - Choose communication channels - Establish the promotional budget - Communication mix Final stage: Measure communication
result. Objectives with marketing communication are to expand their business and generate sales. To do this their aim with communication is to create and maintain awareness of Tiger Brands to all their target audience in South Africa. Specially, Tiger Brands aims to create awareness in order to interest the media to visit and further contribute to interest and desire to their public. Further more, the company aims to communicate in order to get action and have people actually buy the offered products and services. Moreover, Well (2000)11 argue that
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Rowley, J. (1998). Promotion and Marketing communications in the Information Market place. Journal, Library review. Vol.47, No. 8, pp 383-387 11 Wells (2000), Advertising Principles and Practice (5th ed ), Upper Saddle River: Prentice Hall.
objectives should be SMART which was to create and maintain awareness of Tiger Brands product to all target groups. According to the scenario, Tiger Brands objectives is stated as being to be the worlds most admired branded consumer packaged goods and healthcare company in emerging markets. Moreover, they want to expand into other African localities and explore selected international opportunities. Especially, Tiger Brands continue improving and growing their strategy to increase their sales and market share and achieve profitable top-line growth through local leadership and selective globalization. Besides, communication objectives can have an important to increase the awareness of a Tiger Brands products or services among its target audiences. On the other hand, promotional strategies and objectives must also be concerned with creating specific interest of audiences so that the customers and potential customer will get purchase Tiger Brands products or services. For example: operational performance in the fishing division was satisfactory12. This product has developed in a long term quota allocations and long term strategic decision making. Sea Harvest is well positioned for growth. This product will be on improving efficiencies, moreover, an empowerment transaction improved of the company to black shareholders. Tiger shareholding is now 44%. Therefore, Tiger Brands promote Sea Harvest in 2006 campaign aimed to improve market shares and efficiencies within the reality of short term resources plan. Tiger Brands want to achieve profitable top line growth so they need to maintain their position as number 1 and number 2 in each product that will come via acquisitions, new products and new processes, entering new categories, export and organic growth. Moreover, Tiger Brands want to invest in their brands and have made good progress in building a culture of innovation across the broad spectrum of Tiger Brands.
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Tiger Brands, (2006), Fishing product. Retrieved April 26, 2008, from Tiger Brands Company Web site: http://www.tigerbrands.co.za/
After stating the marketing communication objectives, Tiger Brands should design of the message. The message can be characteristic by lead words shown below13: - Sensuality: to experience the Tiger Brands with taste of products and quality of product or easy to drink and use. - Cleanliness: clean nature of Healthcare product. - Exclusivity: the uniqueness, exclusiveness that is not found anywhere else. The construction and design of the core message is consistent to all target groups. The different ways of communicating can be recognized through the written language and message. Considering the selection of the communication channels, the choices of channels are also influenced by friends, partners or household. Exhibitions and trade shows are often attended in regional and therefore, Tiger Brands benefits from having experienced salesperson. Besides, the non personal communication channels such as TV, radio are not used that much. Regarding the establishment of the budget, the budget is to cover the communication expenses all over the world. The available budget influences the choice between the different tools depending on their expenses. The choice of communication mix also differ if the activities are aimed to intermediaries is mainly conducted through personal communication channels. The final stage in designing a communication strategy is measurement of the communication results. A control of the budget is made in order to investigate if it held within limits. In addition, employees, financial resources and timetable to activities are very important to implementation and control campaign planning. According to the scenario of Tiger Brands, the executive management committee has been restructured and strengthened with the addition of functional executives. There is considerable depth in the broader management team, and executive team together with the business executive team meets regularly in an information sharing forum. Moreover, these workshops assist in communicating the strategy and vision of the company ensure that everyone is aligned and
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Kulluvaara, C. and Tornberg, J. (2003). Integrated Marketing Communication and Tourism. Case study, International business and economics programme.
working towards a common goal. Therefore, all of information will be solved to achieve Tiger Brands objectives.
Outcome 4b: Combine appropriate techniques into an integrated and cost effective campaign.
Integrated marketing communication (IMC) means different things to different target groups, but its more likely to occur when organization attempt to enter into a coordinated dialogue with their various internal and external audiences.
Besides the traditional advertising such as TV, radio, newspapers or magazines and outdoor, public relations is a new trend in the industry today. a. Advertising: According to theory, Dwyer and Tanner (2002)14, state that the use of advertising (TV, magazines, radio, newspapers, brochures, directories and outdoor advertising) is what makes companies known and that the primary problem with advertising is to be able to choose the right design and communication in devising message in a form most likely to communicate with the desired target group. The advantage with television is according to Witt and Moutinho (1995) 15 that TV both presents an audio and is very adaptable. Although advertising is expensive, Tiger Brands should use television and finding it very cost effective. Moreover, considering the use of radio, according to Witt and Moutinho (1995), radio has outstanding flexibility and relatively low cost. According to Duncan (2002)16 radip has low attention and low reach with only sound and that the message is short lived. However, radio is a new trend and it is effective regarding the description of the product in many Africa areas. According to Witt and Moutinho (1995) newspapers give a comprehensive coverage of a local market are with low cost to keep the local people happy and aware of the latest news. In addition, the advantages with using magazines are their print and graphic quality with a large reach out to specialized market segments although a magazine is too expensive. Therefore, Tiger Brands is not effective when they use magazines to integrated communication. should use the bus, vans or shopping centre to advertise. b. Direct marketing: The importance of direct marketing (direct mail, telemarketing and catalogue) according to Middleton and Clarke (2001)17 is that it is a highly cost effective tool for market research, segmentation, market innovation and monitoring sales
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Besides,
Dwyer, F.R and Tanner, J.F (2002). Business Marketing. (2nd ed). Boston: McGraw Hill. Witt, S. and Moutinho, L. (1995). Tourism Marketing and Management. Handbook: Corn wall, Ltd, T.J Press 16 Duncan, T. (2002). IMC- Using advertising and promotion to build brands, New York: McGraw- Hill
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revenues. Tiger Brands has Colmans mustards that is a new product and involved in introduction stage in product life cycle so that direct marketing is very useful and effective to attract customers. c. Public relations: According to Duncan (2002) public relation (press release, publicity, events, and internal marketing and information packages) is important in order to create and maintain goodwill, observe public opinion and advise top management. Tiger Brands should have a PR- person especially working with public relations and keeps those in charge informed through constant meeting. Moreover, internal marketing is very important to establish a successful in a communication program. In accordance with theory, Tiger Brands views the open contact between employees and has constant meetings with them to inform and encourage which contributes to the overall working environment, resulting in an increasing customer satisfaction and a repeat customer purchase. According to Middleton and Clarke (2001), sponsorships is big business used to attract potential sponsors by achieving increased business through improved awareness that PR coverage brings. d. Sales promotion: Sales promotion (discounted prices, extra product) is a vital weapon in marketing. According to Middleton and Clarke (2001), trade shows and exhibitions play a major and important role and are alternative forms of distribution and display for reaching retail, wholesaler and consumer target groups of consumer. As follow the Dwyer and Tanner (2001), tradeshows are very cost effective. Especially, the successful merger of Tigers deciduous fruit is a key factor behind this improved business performance so that Tiger is attending tradeshows in cooperation with Ashton Foods as it is very cost effective, easy to reach specific target groups in Zambia and Mozambique. Besides, the internet (website, chat rooms and E commerce) is a major influence on aspect of services. Website is seen as necessary to represent what they have to offer considering profile and image. The theory of Duncan (2002)
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Middleton, V. and Clarke, J (2001). Marketing in Travel and Tourism. (3rd ed). Rochester, Kent: MPG Books Ltd, Bodmin.
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implies the use of E commerce on the Internet as a way for customers to make reservation and close sales. On the other hand, packaging is an important part of a brands identity. According to Kotler (1997)18, packaging is one of the most innovative areas in modern marketing and plays such a vital part on brand image and product identity. Hence, it is very effective to improve Tiger Brands image. e. Corporate Identity: According to Wells (2000)19, corporate identity (logo, name and nature of business) can be used to maintain Tiger Brands reputation or establish a level of awareness of the Tiger Brands name and nature of business. In accordance with theory, Tiger Brands logo and name are important things to consider in maintaining a companys reputation, image and to create awareness, and a famous advertising agency has helped them with marketing the logo and the graphical profile on the website.
According to Patsula, P (2007)20, a promotion plan covers all phases of communication between the seller and the potential customers. It addresses advertising, sales tactics and other promotional activities. There are three basic
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Kotler, P. (1997). Marketing Management. (9th ed). New Jersey: Prentice Hall international. Wells (2000). Advertising Principles and practice (5th ed). Upper Saddle River: Prentice Hall 20 Patsula, P.( 2007). Successful Business Planning in 30 Days. (3rd ed). Amazon.com
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components of a promotion plan: advertising, personal selling and sales promotion. In fact, managers develop a promotion plan because: - A promotion plan is needed to acquaint customers with new products. - Capitalize on the seasonal nature of a product. - Change or establish a company image. - Emphasize quality of products and services. - Inform customers of special services available. - Introduce new employees to the public. - Keep the business name and location before the public. - Promote consumer awareness of the business and its product or services. - Promote special events, such as a clearance sale, a new location or the opening of a new business. - Stimulate sales. - Keep on touch with a supplier national promotions. Therefore, Tiger Brands should have a timetable for a promotions plan, usually expressed in the form of a Gantt chart. This serves to focus the minds of the planners on the contribution of each promotional element and how they may be integrated. Moreover, Tiger Brands will know the method of communicating the plan effectively and can be used for monitoring actual achievement against that planned and budgeted.
Most of research techniques used specially to measure the effectiveness of marketing communications employs methodology which is used much more widely in all kinds of research. There are sampling, questionnaires, ad hoc, panels and audits, pre and post testing21.
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In fat, a successful product or service means nothing unless the benefits of such a service can be communicated clearly to the target market. Tiger Brands promotional strategy can consist of advertising, public relations, sales promotion and personal selling or direct mail. Besides, an effective communication campaign should comprise of a well thought out message strategy. What message you trying to put across to your target groups are. Tigers message with effective message strategies will create customers awareness. According to the scenario, Tiger Brands should have an effective message. On the other hand, media strategy refers to how the organization is going to deliver their message. Effective targeting of their media campaign could save the company on valuable financial resources. In addition, performance measures for advertising are one of the ways to assess campaign effective. Tiger brands uses advertising so they need care more about exposure, awareness, sales, profit or enquiries. Exposure can be measured in terms of the number of times a TV advertisement and the number of potential customers reached. On the other hand, it can create and increase awareness of the existence of a product and intended to increase sales or customers demand. Although advertising now is very expensive, it might be aimed at generating extra enquiries from potential customers. The effectiveness of advertising is therefore usually measured by marketing researchers in terms of customer attitudes. We have advertising effectiveness measures22:
Types of measure
Advertising related
Product related
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Pre testing panels Laboratory measure - Consumer panels - Portfolio tests - Readability tests Pre testing - Dummy advertising Real world measure - Inquiry tests Post testing - Recognition - Recall tests
Besides advertising campaign, the effectiveness of sales promotions leads to assess campaign effectiveness. In fact, Tiger Brands has more new products so that sales promotion is best ways to attract more customers. However, managers can try to control sales promotion costs by setting a time limit to the campaign or restricting the campaign to certain areas or outlets. Especially, the development of the World Wide Web has changed the business. The e- commerce revolution promises to deliver a more efficient way of conducting business. Consumers are still weary of the time spent surfing, the high cost is slowing down when they have internet. Therefore, consumer can now obtain instant information on products or services to aid them in their crucial purchase decision.
On the other hand, Tiger Brands now wants to merger with Ashton Canning to improve customers awareness in Zambia and Mozambique so that the effectiveness of channel distribution is very important. Managers will measures the costs of distributing the products to their markets via different distribution channels. Moreover, managers will know what the best effectiveness way between the sales through wholesalers or direct channel distribution.
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Hence, the effectiveness of channel distribution is very important to assess the campaign effective.
Conclusion: According to the principles and process of campaign management, we can see that the management plan of Tiger Brands is everywhere in South Africa and their organization is improving and growing profitability. Besides, we need to
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know Tiger Brands objectives that are typically concerned with profitability growth and organization improvements and will normally be of a longer term nature. On the other hand, the combination of techniques into an integrated marketing communication such as advertising, sales promotions, direct marketing and public relations is one of the best ways to increase customers awareness, customers demand. Especially, the Tiger Brands image will be developed in customers mind. Besides the major traditional media outlets such as newspapers or commercial television networks, the internet has become the major driver of this change. Nowadays, internet is very useful to draw the attention of mostly younger and consumers. Moreover, on the time being World Wide Web is more popular and a useful internet information distribution technology to delivery news/ information to customers. In fact, businesses try to find and apply more techniques to assess the impact of advertising and promotion on customer behavior. Besides, advertising agency is very important because they should know about the various thought processes of integrated marketing communication. Moreover, they help to build your business better through the model of marketing communication strategy process. However, the ways to recommendation in the forms of a promotion plan is very important to increase market share and improve customers awareness about Tiger Brands products and services. In addition, evaluate appropriate measures and applications for campaign advertising in given situations. Firstly, the effectiveness of advertising in the long term should ensure their vision and mission such as increase customers awareness and interest of customers. On the other hand, encourage consumers to make a forward purchase of Tiger brand and increase market share are one of main advertising objectives to improve Tiger brand vision and their strategy in the long time. Ensure a consistent local market pricing policy and review annually, in line with local market competitive environment.
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Moreover, the sales promotion effectiveness is one of the best ways to measure the effectiveness of sales promotion campaign, their measures are ensuring the initial marketing objectives but Tiger brand want to develop more and more in the future, in order to they should use tradeshows and exhibition to remind and improve relationships. On the other hand, the effective of internet and channel of distribution is vital and strive to get their objectives so that they increase the level of customers awareness and profitability. Consequently, according to the result of this report, Tiger brand ensured their initial integrated marketing communication strategies process for example: Tiger brand used more finance resources (approximate 30%) to do advertising campaign such as PR, personal selling, exhibition and trade fair, gift with purchase, etc. In addition, they built more channel of distribution to provide their product to customers and improve their relationships. Especially, the campaign effectiveness needs to be improved more in the future.
Reference 1. Duncan, T. (2002). IMC- Using advertising and promotion to build brands, New York: McGraw- Hill
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2. Dwyer, F.R and Tanner, J.F (2002). Business Marketing. (2nd ed). Boston: McGraw Hill. 3. Hubbard, I (2008), Retrieved on: 13 June 2008. Website: http://www.crm2day.com/experts/EEEEpyppFkgRhWrNBb.php 4. Kotler, P. (1997). Marketing Management. (9 th ed). New Jersey: Prentice Hall international. 5. Kulluvaara, C. and Tornberg, J. (2003). Integrated Marketing Communication and Tourism. Case study, International business and economics programme 6. Middleton, V. and Clarke, J (2001). Marketing in Travel and Tourism. (3 rd ed). Rochester, Kent: MPG Books Ltd, Bodmin. 7. Rowley, J. (1998). Promotion and Marketing communications in the Information Market place. Journal, Library review. Vol.47, No. 8, pp 383-387 8. Patsula, P. (2007). Successful Business Planning in 30 Days. (3rd ed). Amazon.com 9. Thearling, K (2001), Campaign management, Retrieved on: 13 June2008. Website: http://www.thearling.com/text/hrdotcom/cm.htm, 10. Wells (2000), Advertising Principles and Practice (5th ed), Upper Saddle River: Prentice Hall. 11. Witt, S. and Moutinho, L. (1995). Tourism Marketing and Management. Handbook: Corn wall, Ltd, T.J Press 12. Tiger Brands, (2006), Vision and mission. Retrieved April 26, 2008, from Tiger Brands Company Web site: http://www.tigerbrands.co.za/ 13. Tiger Brands, (2006), corporate objective. Retrieved April 26, 2008, from Tiger Brands Company Web site: http://www.tigerbrands.co.za/ 14. Tiger Brands, (2006), fishing product. Retrieved April 26, 2008, from Tiger Brands Company Web site: http://www.tigerbrands.co.za/ 15. HNC/HND, course book, unit 18, page 426 16. HNC/HND, course book, unit 18, page 427 17. HNC/HND, course book, unit 18, page. 428 18. HNC/HND, course book, unit 18, page. 451
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