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Chapter 01

Marketing Communication
- An Overview

Objectives
Marketing Communication Marketing Communication Mix Factors Affecting the Marketing Communication Mix Marketing Communication Process

Marketing Communication
To inform, persuade, remind the consumers, directly or indirectly about brands, offered for sale by the marketers Include various media Print, Television, Internet, Direct mail, Billboards etc. Include various tools Advertising, Public relations, Personal selling etc.

Marketing Communication Mix


Advertising Sales Promotion Personal Selling Public Relations Direct Marketing Sponsorships Exhibitions Packaging Point-of-sale Internet Word-of-mouth Corporate identity

Advertising
Paid form of non-personal communication Provides information about a product to the consumers Popularizes the product Creates brand image Can also increase the sales. Ability to reach large and diverse consumer market; But Unnecessary exposure to the non specific target audience

Sales Promotion
Marketing devices and techniques which are used to make goods and services more attractive by providing some additional benefits Forms
Customer promotions, Trade promotions and Sales force promotions to stimulate and to push the customers to at least try the products. Discounts, Foreign holidays, Cooperative advertising, Gifts, bonuses and incentives

Basic intention Given in form of

But, sometimes customer purchase only during the promotional campaign and in the long run it sometimes erodes the brand image

Personal Selling
It is two-way communication between a buyer and seller involving
Face-to-face meeting Telephone calls Video conferencing Trade-shows Exhibitions and Word of mouth

It is direct oral communication designed to explain how an individuals or firms goods, services, or ideas fit the needs of one or more prospective customers

But Most expensive form of communicating with the customers No consistent Message

Selling has moved from quick sale, short-term to Partnering and relationship building Develops a long-lasting relationship with the customers

Publicity
A form of non-personal, mass communication involving organization, ideas, goods or services, which unlike, advertising are not paid for in terms of time and space, nor does it run under identified sponsorship It is presented and communicated in the form of news, story, editorials, TV talk shows, featured articles, photographs, films or announcements Has a definite advantage over other forms of communications in terms of its credibility But Any unfavorable or negative story can damage reputation and goodwill of the company and its products and services as much as a positive story can enhance its brand image

Public Relations
The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public PR occupies and integrates a wider arena of operations, embracing and improving the attitudes of all of the companys stakeholders and the public Public relations includes ongoing activities to ensure the company has a strong public image. Public relations activities include helping the public to understand the company and its products. Usually support the other forms of marketing communications using various techniques like
Special publications Organization of community activities Fund-raising Sponsorship of special events and other distinct public-affairs activities in building the image of the company

Publicity can be influenced by Public Relations

Direct Marketing
An interactive system of marketing, which uses one or more advertising media to affect a measurable response and/or transaction at any location. Basically creates and exploits a direct relationships between a company and its customers It involves
Database management Direct selling Direct response ads and Other methods like inserts, dropping leaflets and house-to-house distributions

Makes the products available to the buyer at their place of convenience Less vulnerable to competitor But Image problem, clutter problems and junk mail phenomenon are some threats to Direct Marketing

Sponsorships
An investment in cash or kind in an activity, in return for access to the exploitable commercial potential associated with this activity. A sort of commercial agreement in which the sponsor facilitates the activity of the person, team or organization sponsored, in kind or in cash and in return convince the latter to assist in the fulfillment of the objectives desired by the sponsoring company Types
Event-related sponsorships, Cause related sponsorships, Broadcast sponsorships

Exhibitions
In a common platform, all the firms in a particular industry get together in a bid to attract the prospective customers attention. The concept is Seeing is believing Advantage
Promoting and selling the product Gathering the competitive information Face-to-face contact with the customer Demonstrating the product Providing necessary information Taking down orders High cost of transportation and installation Extra staffing Require lot of product literature

Disadvantage

Sales do not necessarily close at the exhibition itself, it might just generate a list of prospective customers and clients which has to be latter tactically followed up to close the calls

Packaging
Refers to the material, container or wrappings used for or in connection with the containment, transport, handling, protection, promotion, marketing or sale of any parts, products, assemblies or materials.

A medium for branding and improving brand recall A silent, ever-present salesman, beckoning customers to pick me

Point-of-Purchase Displays
Well planned display can induce brand switching and impulse purchases A carefully designed display can communicate the right image of the product and at times influence the customers perceptions of a brand Cosmetics, confectionary and the consumer durable sector pay a special attention to improve the attractiveness of the PoP displays

Internet
Most of the communication tools do not offer much interaction facilities, the trends favor interactive advertising and promotions, the best example of which is the internet If offers
Websites of companies have all facilities in place, from product knowledge to promotions, from providing information to gathering responses and suggestions Sales promotion activities via coupons, contest and sweepstakes

Product Strategy has already shifted from mass production to customized and personal delivered services

Word-of-Mouth
A way of informal communication, which involves people who are not representative of a company providing a product or service in an external medium, independent of the company WOM is not under the direct control of the company WOM can be inducted through
Publicity stunts Creative advertising Digital postcards T-shirts Awards and certificates The Internet

Corporate Identity
A symbolic, visual system that embraces everything from the company logo and signage, to its brochures, advertising and even the companys websites It even includes the working ambience inside the office It sets the corporate image in the minds of the people

Factors Affecting the Marketing Communication Mix


Time S a l e s

Maturity

Stages of Product Life Cycle

Growth

Decline Introduction

Marketing Communication Objectives

To Inform

To Persuade

To Remind

Publicity Advertising Marketing Communication Activity Sales Force Calling on Intermediaries Sales Promotion in form of Samples

Personal Selling to Intermediaries

Reminder Advertising

Advertising to the Brand Attributes from those of Competing Brand

Sales Promotion in Form of Discounts and Coupons


Limited Personal Selling Direct-mail Reminders

Decrease the Marketing Communication Budget

Marketing Communication Mix & Product Life Cycle

Marketing Communication Process


Noise Source (Marketer) Encode Medium of Message Communication Noise Decode
Receiver (Customer)

Feedback

Response

Summary
Marketing Communication Marketing Communication Mix Factors Affecting the Marketing Communication Mix Marketing Communication Process

Thank you

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