The document discusses marketing communications through various product cues and elements. It states that a product's personality is communicated through physical features, packaging, branding, pricing, and placement. All of these elements convey messages to customers and potential buyers. The key communication tools discussed are packaging design, color, brand name, logos, and price. Together these elements create a distinctive product personality and position in the market.
The document discusses marketing communications through various product cues and elements. It states that a product's personality is communicated through physical features, packaging, branding, pricing, and placement. All of these elements convey messages to customers and potential buyers. The key communication tools discussed are packaging design, color, brand name, logos, and price. Together these elements create a distinctive product personality and position in the market.
The document discusses marketing communications through various product cues and elements. It states that a product's personality is communicated through physical features, packaging, branding, pricing, and placement. All of these elements convey messages to customers and potential buyers. The key communication tools discussed are packaging design, color, brand name, logos, and price. Together these elements create a distinctive product personality and position in the market.
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