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Marketing Communications Session 3 Marketing Communications Planning 3. Marketing Communications Planning
Objectives • To outline the planning process • To understand the differences between marketing objectives and marketing communications objectives • To be aware of the key issues in campaign management
Simple Planning Questions • Where are we now? • How did we get here? • Where do we want to be? • How will we get there? • How will we know when we arrive?
An outline plan • • Executive summary Situation/Context Analysis (see next slide) Target market profile Objectives – Marketing objectives – Communication objectives • Marketing Communication Strategy – Advertising strategy • Creative strategy and execution • Media strategy – Sales promotions strategy – PR strategy – Other MC tools • Campaign evaluation • Budget • Appendices Source: Pickton, Broderick, 2005, p. 296
Context/Situational Analysis • • • Company analysis – What are the sales & profits? – What is the mission? – What financial, technological & managerial resources are available? Competitor analysis – Who are direct & indirect competitors – What resources do they have? – What are the real and perceived distinctions between brands? Consumer analysis – Who are they? – What motivates them to buy? – What do they look for in the product? Market analysis – What geographical areas warrant specific attention? – What segments are most likely to respond? Product analysis – Does the product have the ability to give consumers what they want? – Does the product package deliver what consumers want? – Does the product delivery match or exceed expectations? Pickton & Broderick, 2005
Budgets • Affordability • Percentage of sales • Competitive parity • Objective and task
Target market or target audience? The term “target audience” distinguishes those to whom a particular advertising, promotions or any other communications campaign is directed, whereas the term “target market” refers to those to whom the entire marketing mix is directed.
Target Markets • Which segments? • Influencers? • Decision Makers? • Internal audiences? • Distribution chain audience?
Target audience option The Awareness-Attitude-Behaviour Approach • New category users (NCUs) • Brand loyals (BLs) • Favourable brand switchers (FBSs) • Other-brand switchers (OBSs) • Other-brand loyals (OBLs)
Profile of the target audience • Demographic • Geographic • Psychographic • Behavioural
Is it sufficient to define TA profile as: • A working man age 30 – 45, who lives in the city? He has a family? He belongs to middle socioeconomic class …?
Who is the target audience/customer of WIUT? • Demographic • Geographic • Psychographic • Behavioural
SMART objectives • S……. • M……… • A……… • R……… R……. . • T……. . T…. .
Is this objective “SMART”? • To increase market share by the end of this year • To increase market share of the Kit Kat brand in Tashkent city from 30% to 40% by the end of the next 12 months.
Objectives Marketing objectives Marcoms Objectives • To double market share in the xyz market within 18 months • To increase the purchase frequency of x to y • To improve ROI by 5% p. a. • To raise levels of prompted awareness from a to b • To reposition x as a healthy product • To persuade 50% of trade sales to stock x as their first choice
Communications objectives – five communications effects 1. Category need 2. Brand awareness 2. 1 Brand recall 2. 2 Brand recognition 3. Brand attitude 4. Brand purchase intention 5. Purchase facilitation
Brand awareness Brand recall (Top of the Mind) Which brand comes first into your mind when purchasing instant coffee? Or maybe
Brand awareness Brand recognition Which of the following brands of instant coffee are you aware of?
Brand attitude If consumers are equally aware of a number of brands in certain product category they will base their brand choice on an evaluation of certain brands. The result of this evaluation is called “brand attitude”. Brand attitude is a perceived value of brand to consumer.
Action objectives Target audience NCUs OBLs OBSs X X FBSs BLs X X Trial objectives Category trial X Brand retrial Repeat purchase objectives X Maintain repeat rate Increase repeat rate Buy more per occasion Buy less per occasion Accelerate timing Delay timing X X X
Examples of Campaign Objectives • Marketing Objectives – Increase share of market – Increase sales per unit – Increase share of customers purse • Marketing Communication Objectives – – Reinforce position, brand image Move prospects to trial Motivate users to buy more Reward customers for referrals • IMC Functional Objectives – – – Advertising: awareness, brand image Sales promo: encourage trial Direct: loyalty PR: deliver credible message Events: associate product with lifestyle activities
Select MC mix • Five primary tools – – – Advertising Public Relations Direct Marketing Sales Promotion Personal selling • Other factors – – – Push v Pull strategy Type of product Stage of product life cycle stage Buyer behaviour Buyer readiness state
Push v Pull strategy • Pulling the product through the distribution chain by creating demand amongst customers e. g. via heavy advertising • Pushing the product through the distribution chain e. g. via dealer incentives • Combination of push and pull
Push and Pull strategies in marketing communications e. g. Personal selling; Trade press; Mail shots; offers etc. e. g. Sales promotion; Point of sale offers; Advertising etc. Manufacturer Wholesaler Retailer e. g. Personal selling; Trade press; Mail shots; offers etc. Consumer Flow of communication Flow of product e. g. advertising, sales promotions etc. Push Pull Manufacturer Wholesaler Retailer Consumer
Product categories and marketing communication mix
Product Life Cycle stage • Introduction – Heavy promotion to create awareness • Growth – Increasing competition – Create differentiation • Maturity – Maintain differentiation – Nurture segments e. g. heavy users • Decline – Rejuvenate or re-position
What to evaluate? • Success of campaign? • Promotion tools? • Concept? • Message? • Media? • Creative element?
“Plan is nothing. Planning is everything. ” General Eisenhower
Any questions? Thank you! and Please do read
Reading • Pickton, D. and Broderick, A. (2005) Integrated Marketing Communications Prentice Hal, Chapters 13, 17, 18, 19 • De Pelsmacker, P. Geuens, M. , and Van Den Bergh , J. (2004) Marketing Communications, Prentice Hall, London, Chapter 4, 5, 6 • Fill, C. (2005) Marketing Communications Prentice Hall, London, chapters 11, 12, 13