11/17/2015

Marketing Management-II

Prof. Ravi Shekhar Kumar

XLRI - Xavier School of Business, Jamshedpur
ravishekhar@xlri.ac.in

Conceptualizing Communication Plan

Personal
Personal selling
Telemarketing/Telesales
Service

Customer

Word-of-mouth/
Social media

Mass

Firm

Advertising
Direct marketing
Packaging
Publicity & public relations
Sales promotion

Customer

Word-of-mouth/
Social media

Digital
Online advertising and public
relations
Websites
Blogs and microblogs
Quasi-personal communication
Mobile marketing

Customer

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Conceptualizing Communication Plan

Marketer communicates & connects through four sources of messages
Planned
Messages

Products

Services

Unplanned
Messages

Relationship Processes Evolving Over Time

Customers relational base for connecting with the firm

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Conceptualizing Communication Plan

To integrate all touch points, we follow IMC
What is IMC?
A planning process designed to assure that all brand
contacts received by a customer or prospect for a
product, service, or organization are relevant to that
person and consistent over time.
IMC can be compared to a symphony; each instrument
produces a particular sound, and all instruments in
unison make beautiful music.

IMC Triangle
The firm says :
(planned Messages)
Sales
Advertising
Direct Response
Sales Promotion
Web Sites

What the
firm SAYS

What the
firm DOES

The firm Does

(Product and services)
Deliveries
Usefulness of Products
Production Processes
Service Processes
Inquiries, Claims

What others
SAY and DO

Others Say and Do

Public Relation
News Stories
Word of Mouth
Customer Impact on
Service Processes

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IMC Implementation
The shift from

To

Only Traditional Marketing

Inclusion of Digital/Interactive
Marketing

Only Mass Media

Inclusion of Specialized Media

Low Accountability in Marketing

Spend

High Accountability in Marketing

Spend

Limited Connectivity

Pervasive Connectedness

If the firm has not mastered all of these transitions, the

firm may be having some difficulties in implementing
effective IMC.

Marketing Communication Framework

1. Market: To whom is the communication campaign
addressed?
2. Mission: What is the objective of the campaign (overall
goal and DMP stage)?
3. Message: what are the specific elements to be
communicated ?
4. Media: Which vehicles will be used in the campaign?
5. Money: How much will be spent on the campaign?
6. Measurement: How will impact be assessed after the
campaign?

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Defining Market
The group of people who are the best prospects for
consuming a particular product/service, to whom the
communication is to be addressed needs to be very vividly
etched out
Examples:
Business travelers who prefer to stay in budget hotels

Defining Market: Illustration

Market: Business travelers who prefer to stay in budget hotels
Demographic & Psychographic Profile of Market
Business travelers who prefer to stay in budget hotels have Rs. 10 20
lakh annual income.
98% are male.
Between 35 to 55 years in age. SEC A1.
They pay on their own account, not any expense account.
They want no fuss, basic, clean accommodation .
They hate tipping.
They use the hotel mostly for sleeping at night after a tiring days work.
Cleanliness of the bedroom and bathroom , comfortable bed with clean
linens, quiet ambience and prompt room service are top priorities.
They are frequently tired, impatient and often critical.
They value small luxuries & special attention.

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Choosing Mission
Inform
Awareness
Information

Persuade
Attitude (Image)
Call-to-action

Communication Objectives by Customer

Target
Objective

Customer target for

increasing unit sales
volume

Communication objective

Increase customer
retention (reduce
defection)

Current customers

Reinforce customer beliefs that

they made the best decision

Increase customer use Current customers

Persuade customers to
purchase and use in large
quantities

Attract customers from Competitor customers

competitors

Establish head to head trial

against the competitor product

Secure new business

-Secure new leads

-Qualify potential customers
-Increase awareness,
knowledge, interest, liking or
trail as appropriate

Non users

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Sources of Communication Messages

McKinsey, 2009

Drafting Message

Message
Strategy

Creative
Strategy

Message
Source

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Drafting Message: Message Strategy

Viewer Visualization
Result-of-use experience,
Product-in-use experience,
Incidental-to-use experience

Viewer Reward
Rational
Sensory
Social
Ego
Other- Acute need, Routine

Drafting Message: Message Strategy

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Drafting Message: Message Strategy

Visualization/
Reward

Result-of-use
experience

Product-in-use
experience

Incidental-to-use
experience

Rational
Sensory
Social
Ego

Drafting Message: Message Strategy

Visualization/
Reward

Result-of-use
experience

Product-in-use
experience

Incidental-to-use
experience

Rational

Gets Clothes
Cleaner

The flour that

needs no sifting

The plastic pack keeps

the cigarette fresh

Sensory

Settles Stomach
upset completely

Real gusto in a
great light beer

The portable television

that is lighter in weight,
easier to lift

Social

When you care

enough to serve
the best

A deodorant to
guarantee social
acceptance

The furniture that

identifies the home of
modern people

Ego

For the skin you

deserve to have

The store for

young executive

Stereo for the man with

discriminating taste

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Drafting Message: Creative Strategy

Communications effectiveness depends on how a message is being
expressed, as well as on its content.

Creative strategies are the way marketers translate their messages

into a specific communication.

Drafting Message: Creative Strategy

Informational vs Transformational appeals

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Drafting Message: Creative Strategy

Drafting Message: Creative Strategy

Positive Appeals (humor, love, pride, & joy)

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Drafting Message: Creative Strategy

Negative Appeals (fear, guilt, & shame )

Drafting Message: Message Source

Credible Source
Expertise
Trustworthiness
Likability

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Choosing Media Mix

Choosing Media Mix: AIDA Concept

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Choosing Media Mix: Stage in PLC

Sales

Maturity
Decline
Introduction

Growth

Time
Light
Advertising;
Preintroduction
Publicity

Heavy use of
Advertising;
PR for
awareness;
Sales
promotion for
trial

Advertising,
PR;
Personal
selling for
Distribution

Ads decrease;
Sales
promotion;
personal
selling;
Reminder &
Persuasive

AD/PR
decrease;
Limited sales
promotion;
Personal selling
for
distribution

Choosing Media Mix: Target Market

Characteristics
For

Widely scattered
market

Advertising

Informed buyers

Sales Promotion

Brand-loyal repeat
purchasers

Less Personal Selling

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DMP
Customer Involvement

Perceived Product Differentiation

High

Low

Cognitive
Affective

High

Cognitive

Conative / Behavioral

Learn-Feel-Do

Conative / Behavioral

Conative / Behavioral
Affective

Low

Cognitive

Do-Feel-Learn

Affective
Learn-Do-Feel

Choosing Media Mix: Buying Decision

Advertising

Routine
Sales Promotion

Neither Routine
nor Complex

Advertising
Public Relations

Personal Selling

Complex
Print Advertising

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Matching Message & Media to DMP

Communication
tools

DMP
Stages:

Product-Promoting
Ads

Awareness

Consideration

In-Store Promotion

Trial

Brand building Ads

Repeat /
Loyalty

Attitude

Front-end
(pre-trial)

Back-end
(pos-trial)

Planning Media Mix

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Thank you

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