Peggy Simcic Brønn Chapter 24 Promotional objectives and positioning

Peggy Simcic Brønn Role of objectives zProvide direction and an action focus zProvide means by which decisions can be made consistently zDetermine the time period for completion zCommunicate the values and scope of activity zProvide means for evaluating

Peggy Simcic Brønn Promotional Objectives zThree components: yCorporate Objectives xbuyers of product or services yMarketing Objectives xsales volume, market share, profitability, revenue yCommunication Objectives ximage, reputation and preferences of stakeholders

Peggy Simcic Brønn Setting of promotional objectives Three main reasons: zProvide a means of communication and coordination between groups. zProvide a guide for decision-making. zProvide a benchmark.

Peggy Simcic Brønn Form of Objectives Sales School The only meaningful measure of the success of a promotional plan is the level of sales at the end of the period. Communications School Promotional activities are regarded as communications tasks, such as: z provision of information z generation of awareness z development of positive attitudes

Peggy Simcic Brønn zAwareness -- necessary before purchase behavior can be expected. zComprehension -- knowledge about the product (or what organization does) zConviction -- that one product in class should be tried at next opportunity zAction -- engage in purchase activity.

Peggy Simcic Brønn SMART objectives zSpecific zMeasurable zAchievable zRealistic zTargeted and Timed The marketing communications objective for the period March 1998 (timed) is to create 65% (measurable and achievable) prompted awareness (specific) in the ABC1, male 30 to 45 year old age group and those earning £25,000 plus (targeted).

Peggy Simcic Brønn Positioning z... The act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customers’ minds.’ Kotler (1997) zIt is about what the buyer thinks about the product and/or company.

Peggy Simcic Brønn Positioning strategies zProduct features zPrice/Quality zUse zProduct class association z User z Competitor z Benefit z Cultural symbol

Peggy Simcic Brønn