Marketing communications
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Marketing Communications. Starting Point: MCP!. Questions for Comm. Mix Development. Multiple Objectives: Which one? Multiple Segments: Which one? Multiple Mediums: Which one? Limited Revenues: How much?. WHERE IS THE PLAN? . Marketing Communications Plan.

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Marketing communications

Marketing Communications

Starting Point: MCP!


Questions for comm mix development

Questions for Comm. Mix Development

  • Multiple Objectives: Which one?

  • Multiple Segments: Which one?

  • Multiple Mediums: Which one?

  • Limited Revenues: How much?

WHERE IS THE PLAN?


Marketing communications plan

Marketing Communications Plan

  • Starting point for developing a communication mix

  • Defines the goal that has to be achieved

  • Defines the resources available

  • Defines the key challenges


Sostac planning system

SOSTAC Planning System

  • Just one of the many approaches

  • Helps recall all the essential elements

  • Can be used for any kind of a plan

  • Most commonly used planning system by over 3000 managers worldwide

  • Works for both consumer and B2B products


Enough selling lets reveal the plan

Enough selling…lets reveal the plan

  • Situation Analysis (where are we now?)

  • Objectives (where do we want to go?)

  • Strategy (how do we get there?)

  • Tactics (details of the strategy)

  • Action (implementation of plans)

  • Control (measurement, review & modification)


Situation analysis it s a war sun tzu

Situation Analysis: It’s a war - Sun Tzu!

  • Those who triumph compute at their headquarters a great number of factors prior to a challenge.

  • Those who are defeated, compute at their headquarters a small number of factors prior to a challenge

  • Much computation brings triumph. Little computation brings defeat. How much more so with no computation at all.

  • By observing only this, I can see triumph or defeat!


Situation analysis

Situation Analysis

  • Performance Review (Sales, MS, Profitability)

  • Brand Review (Recall, Imagery, Strengths)

  • Competition Review (MS, Recall, Imagery, Portfolio)

  • Consumer Review (Segments, Usage, Needs, Decision)


Objectives

Objectives

  • We know where we are?

  • But, where do we want to go?

  • Define our objectives


Good objectives

Good Objectives

  • Smart

  • Measurable

  • Actionable

  • Realistic

  • Time Specific


Objectives mktg vs comm

Objectives: Mktg vs. Comm

  • Marketing Objectives

    • What do we want to achieve in terms of sales, market share, penetration, FOP etc.?

  • Communication Objectives

    • How will communication help us achieve the marketing objectives in terms of awareness, attitudes, interest, trials?

  • One follows the other!


Examples of marketing objectives

Examples of Marketing Objectives

  • Increase market share by X% in the next 12 months

  • Generate 5000 footfalls in the next 4 weeks

  • Increase distribution penetration by X% in 6 months


Examples of communication objectives

Examples of Communication Objectives

  • Increase brand awareness by X% amongst SEC AB in 12 months

  • Improve image scores on VFM from 30 to 50 in the next 2 years

  • Reposition the brand from being old & unfashionable to young & trendy


Good communication objectives

Good Communication Objectives

  • SMART

  • DAGMAR (defining advertising goals for measuring advertising responses)

    • Unawareness

    • Awareness

    • Comprehension

    • Conviction

    • Action

  • AIDA (attention, interest, desire and action)


Strategy

Strategy

  • We know where we want to go?

  • Lekin jaenge kaise?

  • Communication Strategy

    • Core TG

    • Priority Markets

    • Positioning / Communication Message

    • Communication Mix


Stop sit

Stop & Sit

  • Segmentation (who will go after?)

  • Target Markets (where all will we get him?)

  • Objectives (will it meet our objectives?)

  • Positioning (what space do we need to occupy?)

    &

  • Stages (are there multiple stages or a sequence?)

  • Integration (does it all add up?)

  • Tools (which elements are we using?)


Tactics

Tactics

  • Details of the strategy

  • Communication Tools

    • Advertising

    • PR

    • Direct Mail

    • Promotion

  • Where?

  • How much?

  • When?

  • For how long?


Action

Action

  • Implementation of tactics

  • Gadha Majdoori

    • Network Management

      • People

      • Time

      • Prioritising

      • Pressure


Control

Control

  • Monitoring, measuring & controlling

  • Define the system

    • Measures (ATP)

    • Frequency of measurement (Q, HY, Y)

    • Who does it? (Internal Team / MR Agency)

    • Action mechanism (What? Who? When?)


Ek baar phir se

Ek baar phir se?

  • Situation Analysis (where are we now?)

  • Objectives (where do we want to go?)

  • Strategy (how do we get there?)

  • Tactics (details of the strategy)

  • Action (implementation of plans)

  • Control (measurement, review & modification)


Case study 1

Case Study #1

Bank of Baroda


Bank of baroda

Bank of Baroda

  • Not seeing opening of any new accounts in the last 3 years

  • 40% of existing accounts also maintaining QMB to retain the A/C

  • Growth being witnessed by ICICI Bank & HDFC Bank

  • Management confirms that BOB provides all the products / services that are offered by ICICI Bank & HDFC Bank

  • The Marketing Objective defined by the management in the next 12 months is to activate current account holders

  • You as the ‘Marketing Team’ are required to make the MCP using SOSTAC as a planning approach


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