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Marketing Communications
Lecture 2
Communications Planning
using SOSTAC
Communication Planning
The SOSTAC process
S = Situation analysis (Where are we now?)
O = Objectives (Where do we want to be?)
S = Strategy ( How do we get there?)
T = Tactics (the details of the strategy)
A = Action (Campaign Management,
Implementation – putting plans to work)
C = Control ( measure, monitor, review and rethink)
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Communications Planning
Framework
Situation analysis
Corporate
Marketing Communication
objectives Marketing
research Objectives
objectives
Communication
objectives
Communication Pull
Strategy Push
Agencies Profile
Tactics/ Coordinated
communication mix
Scheduling Resources
Action
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The classical segment
Stable Unique
Measurable
Accessible
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Segmentation
Three steps:
1. Identification of segments: apply appropriate criteria
that reflect customer’s benefit
2. Evaluation of segments: apply appropriate criteria to
assess the value of segment
3. Develop a marketing-strategy: choose the most
valuable segment(s) and develop a marketing-strategy
according to the customer needs of the segment
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From targeting to positioning
• “Positioning starts with a product, a piece of
merchandise, a service, a company, an institution or
even a person. But positioning is not what you do to
the product. Positioning is what you do to the mind
of the prospect” (Ries/Trout)
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Keys to effective positioning
Credibility Clarity
Consistency Competitiveness
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Objectives
SMART objectives: view as a test to apply to objectives
IS the Objective I have written:-
Specific
Measurable
Actionable
Realistic
Time specific
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Response Hierarchy Models
(Adoption Models)
Need Need
Awareness Awareness
Search from
Search
evoked set of
Interest Trial preferred brands
Evaluate
Buy
Desire
(or conviction) Reinforcement PPE
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Strategy
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Direction of a
communication pull strategy
Manufacturer Communication flow
Wholesaler
Retailer
Customer
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Direction of a
communication push strategy
Manufacturer Communication flow
Wholesaler
Retailer
Customer
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Direction of a communication
profile strategy
Local Retailer
communities
Employees Retailers
Focus
organisation
Wholesaler Customer
Finance Regulators
markets
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Consumer vs. B2B Communications
Criterion Consumer oriented markets B2B markets
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Action
• Detailed plans including:
– Costings, to meet budget constraints
– Lead times, use Gantt chart or Critical Path
analysis to plan and monitor action
– Responsibilities ( who does what)
– Contingencies
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Tactical Timings:
launching a new mobile phone
Oct Nov Dec Jan Feb March
x
Product in
store
Advertising
- Radio x x x
- TV
Direct
marketing x x
- text
messages
- mailings
Point-of-
sale x x x
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Resources: The 3 Ms
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Control
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It’s the process that is important
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