COMMUNICATIONS STRATEGY

MARKETING COMMUNICATION THROUGH PRODUCT CUES

Product Management
The product acquires a personality
through its many constituent element and
at the hands of a marketing man, a simple
generic product gets elevated to higher
forms
Product Differentiation & Positioning
Through various routes, the
product is endowed with
uniqueness and distinction and
positioned in the market
Brand Management
Still finer aspects of rendering the
product distinct, valuable and
irresistible
CREATES A PRODUCT
PERSONALITY WHICH
COMMUNICATES WITH THE
CUSTOMER
Physical features of the product communicate
The products material, its design, colour, shape, odour,
and finish, all convey something to the buyer
Depending on the nature of the product, the different
communication routes,
BOTH COMMUNICATION ROUTES OPERATE ON
THE CONSUMER EQUALLY STRONG
Sensory
A lady buying a saree
Performance
A person buying a toy
The Package communicates
For Consumer products
Package provides the first
appeal to the customer
Through
.. Colour
.. shape & size
.. labels & lettering
.. the brand name
.. the material used
They all carry
communication
cues
THUS PACKAGE HAS EVOLVED AS A
POWERFUL COMMUNICATION TOOL
The colours on the package communicates
Colour has great communicative significance
Business firms poay great attention to colour and
colour patterns that will suit their products and
influence people in their purchases
THE RIGHT COLOUR OR THE RIGHT COMBINATION OF
COLOURS ON A PACKAGE CAN BOOST THE COMMUNICATIVE
APPEAL OF OF THE PACKAGE
The package design communicates
Just like colour, the size, shape and design too
have a has great communicative role
The product might be of high quality, but it may
suffer in the in the market if the package design does
not succeed in evoking a favourable response
PICTURES, LABELS AND ILLUSTRATIONS ON THE PACKAGE
INCREASE ITYS COMMUNICATIVE VALUE
Package design and colour have to blend rhythmically to
make the communication effective
The brand name and logo communicate
The buyer identifies a product and distinguishes one product
from the other through brand name
A good brand name suggests to the buyer,, what type
of product it stands for and what distinguish ness it
claims
BRAND NAME ALONG WITH LOGO AND SLOGANS ENHANCE THE
COMMUNICATION EFFECT
Package design and colour have to blend rhythmically to
make the communication effective
The company name communicates
In addition to brand names, the firms also use Company name
for marketing communications
Such communication has a special utility when a new
product/brand is introduced by a company
THE COMPANY NAME CAN CONTRIBUTE AS A MARKETING
COMMUNICATION TOOL ONLY WHEN THE COMKPANY HAS
EQARNED A REPUTATION IN THE MARKET
Package design and colour have to blend rhythmically to
make the communication effective
MARKETING COMMUNICATION THROUGH PRICE CUES
Price quality equation
When several brands of the same product are
available, the customer uses price as a cue to
quality
Price status equation
Price in certain cases becomes a symbol of
prestige or status for the buyer
Customers concept of reasonable price
With certain products, consumer develop an
idea of a reasonable price
THE PSYCHOLOGICAL
EFFECTS OF PRICE ON
THE CONSUMER HAVE
TO BE CONSIDERED
AND ITS
COMMUNICATIVE
ROLE HAS TO BE
EXDPLOITED TO MAKE
THE TOTAOL PRODUCT
OFFERING
ATTRACTIVE TO
CUSTOMERS
Price as an indicator of technological superiority
A layman who is not well versed with technical
claims may ultimately rely on price cue as a
measure of product excellence
PLACE AS A COMPONENT IN MARKETING COMMUNICATIONS
The store image
The store projects an image of its own through
various factors, such as, location, external looks,
displays and point of sale promotion
Store level Mechandising
Merchandising at the store level including
display and service that speeds up the the
movements of products from the store to the
customers baskets
Customers concept of reasonable price
With certain products, consumer develop an
idea of a reasonable price
THE STORE IS A GOOD
MAKETING
COMMUNICATION
TOOL
Store, a powerful communication instrument
Visual merchandising holds the key in marketing
communications
COMMUNICATION DEFINED
Continuous Interaction Between Buyers And Sellers
PRESENTING AN
INTEGRATED SET
OF STIMULII
WITH AN INTENT OF
EVOKING A DESIRED
SET OF RESPONSES
TARGET
SETTING UP TO
RECEIVE INTERPRET
AND ACT UPON
MESSAGES
AND IDENTIFYING
NEW
COMMUNICATION
OPPORTUNITIES
ROLE OF COMMUNICATION
ESTABLISH
AN IMAGE
1
COMMUNI-
CATES
FEATURES
2
CREATES
AWARENES
3
KEEPS
GOODS
POPULAR
4
5
REPOSITION
THE IMAGE
GENERATE
ENTHUSIASM
6
DIRECT
BUYERS TO
STORES
7
CONVINCE
CUSTOMERS
8
ALERT
CUSTOMERS
9
JUSTIFY
PRTICES
ANSWER
QUES-
TIONS
CLOSE
TRAN-
SACTIONS
AFTER
SALES
SERVICE
10
11
12
13
COMMUNICATION PLANNING
ADVER-
TISING
SALES
PROMOTION
PR AND
PUBLICITY
DIRECT
MARKETING
Strategic Business Plan
Marketing plan
COMMUNICATION OR PROMOTIONAL PLAN
Programmes
& Budget
Review &
Evaluate
COMMUNICATION PROCESS MODEL
SENDER
Sponsoring
Company
ENCODING
Marketing
Message
MEDIUM
Media
Vehicle
DECODING
Understanding
Of The
Commercial
Message
RECIEVER
Target
Audience
RESPONSE
Attitude,
Opinion,
Change
FEEDBACK
Evaluation
Of Viewers
Response
MARKETING COMMUNICATION PROCESS
SENDER
ENCOD-
ING
DECOD-
ING
RECIE-
VER
NOISE
FEED-
BACK

RES-
PONSE

MESSAGE
MEDIA
MARKETING COMMUNICATION FLOW
Marketing
Communication
External Flow Internal Flow
Target Audience Target Audience
Customers
Channel Members
Companies
Others
Company
Departments
Employees
Stock Holders
TYPES OF COMMUNICATION SYSTEMS
Interpersonal
Communication
Impersonal
Communication
1. Face To Face Between
Two People
2. Sales Person And
Potential Customers
3. Helps Feedback
4. Helps Modify Messages
5. Communication Is Slow
And Very Expensive
1. There Is No Direct
Contact Between Sender
And Receiver
2. Communication
Directed At A Large And
Scattered Audience 3.
Takes Message At A Great
Speed 4. It Is
Cost Effective
INTEGRATED MARKETING COMMUNICATION
Marketing Objectives
Analysis Of Promotional Programme Situation
Analysis Of Communication Process
Budget Determination
Develop Integrated Marketing Communications Programme
Advertising Sales Promotion Personal Selling PR/Publicity Direct Mktg.

Advertising Sales Promotion Personal Selling PR/Publicity Direct Mktg.
Objectives Objectives Objectives Objectives Objectives

Message Sales Promotion Personal Selling PR/Publicity Direct Mktg.
& Strategies Strategies Strategy Strategy Strategy
Integration And Implementation Of Communication Strategies
PERSUASIVE COMMUNIACATION PROCESS
Exposure Of Marketing Communication Mix
Awareness/
Familiarity
With Brand
Information
About Brand
Attributes &
Benefits
Creation Of
Brand
Image/
Personality
Association
Of Feelings
With Brand
Brand Linkage
With
Experts/Peers
Reminder/
Inducement Of
Brand Trial
Formation Of Brand Attitude, Preference & Conviction
PURCHASE BEHAVIOUR
MISUNDERSTANDINGS IN COMMUNICATION
SOUND
EFFECT
REPUTATION OF THE SOURCE OF THE
COMMUNICATION
MULTIPLE
TRANS-
MITTERS
INTERPRETATION IS BOUND TO BE
VARIED AND MAY AFFECT
COMMUNICATION
DECODING
ERRORS
TENDENCY IN RECIEVERS FOR
SELECTIVE PERCEPTION AND
INTERPRETATION
COMMUNI-
CATION NOISE
INTERFERNCE IN MARKETING
COMMUNICATIONS
INADEQUATE
FEEDBACK
POOR FEEDBACK AFFECTS QUALITY
OF SUBSEQUENT COMMUNICATION
STEP-2
Identifying the
target audience
STEP-1
Determining the
communication
objectives
STEP-3
Determination the
promotional budget
STEP-4
Designing the
message strategy
DECISION SEQUENCE ANALYSIS FOR PROMOTIONAL PLANNING
STEP-5
Selecting the media
STEP-6 M
Evaluate the
promotion results
STEP-7
Integrate the
promotional
programme
DESIRED CONDITIONS
TO ACHIEVE IN THE
CONSUMERS MIND
DESIRED CONDITIONS
TO ACHIEVE IN THE
CONSUMER BEHAVIOUR
A. Clarify Needs
B. Increase brand awareness
C. Increase Product Knowledge
D. Improve Brand Image
E. Increase Brand Preference
A. Stimulate Search Behaviour
B. Increase Brand Trial Purchase
C. Increase Re-purchase
D. Increase Voluntary Promotion
By Consumer of The Brand
STEP-1
Determining the communication objectives
DESIRED CONDITION
TO ACHIEVE
CORPORATE POSITION
A. Improve The Financial Position.
B. Improve Corporate Image To Facilitate
Future Growth/Diversification
C. Increase Cooperation From Trade
D. Enhance Companys Reputation
1. In The Financial Community
2. Present & Potential Buyers
3. Amongst Employees
E. Influence Public Opinion
G. Build Up Management Ego
STEP-2
Identifying the target audience
At two levels
Identify the buying organizations
based on target market segments
Identification of the attitudes and
buying factors used by the buying
centre
Type of industry
Company size
Customer location
End-use or application
Customer interaction
needs
Organisational
capabilities
AFFORDABLE
METHOD
PERCENTAGE OF
SALES METHOD
COMPETETIVE
PARITY METHOD
OBJECTIVE TASK
METHOD
BASED ON THE FINANCIAL AND REVENUE
CAPABILITY OF THE COMPANY----SUITABLE
FOR COMPANIES WHICH OPERATE IN A
SMALL GEOGRAPHICAL REGION
PREDETERMINED PERCENTAGE OF THE
COMPANYS PAST SALES REVENUE OR
PROJECTED SALES REVENUE
MATCH WITH THE COMPETITORS
ADVERTISING OUTLAY
GOAL ORIENTED APPROACH FOR
DECIDING ADVERTISING BUDGET.
STEP-3
Determination the promotional budget
BUDGETTING TECHNIQUES
MESSAGE
GENERATION
MESSAGE
EVALUATION,
SELECTION AND
EXECUTION
MESSAGES SHOULD APPEAL TO THE RATIONAL
MOTIVES OF THE TARGET AUDIENCE BY
CHOOSING THE FOLLOWING SUBJECTS
1. PROBLEM-SOLUTION
2. TECHNICAL EVIDENCE
3. TECHNICAL EXPERTISE
4. SCIENTIFIC EVIDENCE
5. PRODUCTS SUPERIORITY/VERSATILITY
6. ECONOMY
7. FASTER DELIVERY TIME
MESSAGES ARE EVALUATED IN TERMS OF
DESIRABILITY, EXCLUSIVENESS AND
BELIEVABILITY. PRE-TESTING OF THEMES WILL
HELP IN DETERMINING THE BEST MESSAGE FOR
CAMPAIGNING
STEP-4
Develop the message strategy
STEP-5
Selecting the media
Print media
General business publications
Trade journals
Industrial directories
Advertising
Sales
Promotion
Trade shows Exhibitions Catalogues
Sales contests Promotional novelties
Seminars Demonstrations
Promotional letters Entertainment
Public
Relations &
Publicity
Charitable donations
Adopting villages
Community relations
New item in press
Direct
Marketing
Direct mail
Telemarketing
On-line marketing channels
Personal
Selling
Sales calls
Sales presentations
Team selling
Relationship marketing
Direct
Marketing
Direct mail
Telemarketing
On-line marketing channels
Personal
Selling
Sales calls
Sales presentations
Team selling
Relationship marketing
STEP-6
Evaluate the promotion results
By Measuring
Awareness
Attitude
Actual purchase
Through studies conducted internally or
through an external agency like a Marketing
Research Firm Measuring
STEP-7
Integrate the promotional programme
So as to provide
clarity
consistency
maximum impact
cost effectiveness of the companys
promotional plan
INTEGRATED MARKETING COMMUNICATION
Marketing Objectives
Analysis Of Promotional Programme Situation
Analysis Of Communication Process
Budget Determination
Develop Integrated Marketing Communications Programme
Advertising Sales Promotion Personal Selling PR/Publicity Direct Mktg.

Advertising Sales Promotion Personal Selling PR/Publicity Direct Mktg.
Objectives Objectives Objectives Objectives Objectives

Message Sales Promotion Personal Selling PR/Publicity Direct Mktg.
& Strategies Strategies Strategy Strategy Strategy
Integration And Implementation Of Communication Strategies
ADVERTISING
PERSONAL SELLING
SALES PROMOTION
PUBLICITY
DIRECT MARKETING
ADVERTISING
Any Paid Form Of Non Personal
Presentation And Promotion Of
Ideas, Goods, Or Services By An
Identified Sponsor
PUBLICITY
Any Paid Form Of Of Non-Paid
Commercially Significant News Or
Editorial Comment About Ideas,
Products And Institutions
PERSONNEL
SELLING
It Is The Oral Presentation Of A
Tangible And Intangible Product
By A Seller To A Prospect For The
Purpose Of Completing An
Exchange
SALES
PROMOTION
A Direct Inducement Which Offers
An Extra Value And Incentive For
The Product To The Sales Force,
Distributors Or The Ultimate
Consumers.
PACKAGING
Consumer Products Marketers
Have Discovered The Value Of
Packaging As A Fascinating Mode
Of Communication
MARKETING COMMUNICATION IN RURAL
MARKETS-CONSTRAINTS, CHALLENGES


Printed word has limited use in the rural
context
MARKETING COMMUNICATION IN RURAL
MARKETS-CONSTRAINTS, CHALLENGES
Tradition bound nature of the rural
people, their cultural barriers and taboos
and their overall backwardness along
with linguistic diversity add to the
difficulty of the communication task

Rural communication has to necessarily be in
the local language and idiom
MARKETING COMMUNICATION IN RURAL
MARKETS-CONSTRAINTS, CHALLENGES
Organized media put together reach only
30% of the rural population of India
MARKETING COMMUNICATION IN RURAL
MARKETS-CONSTRAINTS, CHALLENGES
TV is an ideal medium for
communicating with rural masses but has
a limited reach
Regarding print media, the various
publications reach only 18% of the rural
population (low literacy level)
MARKETING COMMUNICATION IN RURAL
MARKETS-CONSTRAINTS, CHALLENGES
Cinema is more accessible, 33%of cinema
earnings come from rural India
For effective rural communication,
repeat exposure is a must without much
longer gap which make rural
communication expensive
MARKETING COMMUNICATION IN RURAL
MARKETS-CONSTRAINTS, CHALLENGES
Rural communication has to work
against deep rooted behavior patterns
Has to pass through the phases of
1) creating awareness
2) altering attitudes and
3) changing behavior
MEDIA MIX IN RURAL MARKET
1)Formal/organized media-
TV
Cinema
Press
MEDIA MIX IN RURAL MARKET
Other print media
Direct mail
Radio
outdoors
NON-FORMAL RURAL SPECIFIC MEDIA
Audio-visual vans or publicity vans
Dance-dramas, puppet shows ,rural
specific art forms like harikatha
performed at villages melas and temple
festivals
Demonstrations
Study classes
NON-FORMAL RURAL SPECIFIC MEDIA
Mike announcements, processions
Decorated elephants, bullock carts
carrying ad panels
NON-FORMAL RURAL SPECIFIC MEDIA
Music records
House-to-house campaigns by special
promotion squads
Information centers on companys
products
Television
Radio
Print
Cinema/Theatre
Word of Mouth
Video on Wheels
Puppetry
Folk Theatre
Demonstrations
Haats & Melas
Wall Paintings
Post Cards & Posters
Video Net
Booklets/Calendars
RURAL MEDIA
Traditional Media
(Non-conventional
Traditional Media
(Non-conventional