Marketing Integrated Communication Process Module-9

Marketing Mix Product Place (Distribution) Promotion Price

Basic cost, Profit Other Terms Price Media Advertising Direct marketing, Sales Promo, PR Promotion Core Product, Actual Product Augmented product Product Location, Channel Type Place Marketing Mix

Advertising Direct Marketing Personal selling Sales promotion Promotion Mix Publicity Relationship Marketing

Marketing communication Marcom : Is One of the most Critical aspect of Overall marketing Mission Is a major Determinant for the success or failures Of the product or the organization. Marketing Communication is process of communicating To Sell Products, services, ideas, & images etc to overall Benefit of the customer & the organization.

Role of Marcomm Inform Persuade Remind Reassure Differentiate Change in behavior

Inform If you have something new to introduce to the market, something better or something that solves people’s problems in an innovative way, you must find a way to inform your audience about it!

Persuade to induce to believe by appealing to reason or understanding; convince: product\Marcom\sanjay taneja showreel - eureka forbes tvc.mp4product\Marcom\sanjay taneja showreel - eureka forbes tvc.mp4 product\Marcom\sanjay taneja showreel - eureka forbes tvc.mp4product\Marcom\sanjay taneja showreel - eureka forbes tvc.mp4

Tools Of communication 1.Media advertising TV Radio Magazines News papers Magazines 2.Direct Response and interactive Advertising Direct mail Telephone Solicitation Online adverting 3.Place advertising Bill Boards & Bulletins Posters Transit ads Cinema ads 4.Store Signage and point of purchase Advertisings External store signs In –Store Shelf sign Shopping cart ads In –store radio and Tv IN Stores display 5.Trade & Consumer oriented Promotions Trade deals & Buying Allowances Display & Adv allowances Trade shows Cooperative advertising Samples Coupons Premiums Refund/Rebates Contests/Sweepstakes Promotional Games Bonus Packs Price-off deals In –Store Shelf sign

Tools Of communication 6.Event Marketing & sponsorships Sponsorship Of Sporting Events Sponsorship of arts,fairs,aand festivals Sponsorship of causes 7.Marketing oriented public relations and publicity 8.Personal Selling

Remind

Remind contd….

Reassure product\Marcom\MRF Tyres Racing.mp4..\MRF Tyres Racing.flv

Differentia..\RIN vs TIDE.mp4.flv..\Pepsi Vs Coca Cola Superbowl XLVI ad ! February 2012 !.flv..\Pepsi Vs Coca Cola Superbowl XLVI ad ! February 2012 !.flv..\The Success Story - Why India is a Great Country..flv..\The Success Story - Why India is a Great Country..flv

Change in behavior..\_Gone Metro_ TAC's speed enforcement campaign.flv..\_Gone Metro_ TAC's speed enforcement campaign.flv..\Max New York Life Insurance ad.flv

Of Concept Marcom

IMC Way IMC: Involves coordinating Various Promotional elements and other Marketing activities both locally & Globally 4 A’s Definition : Focusing on the process of using all forms of promotion to achieve maximum communication impact. IMC is marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stake holders

Marcom or IMC Marketing Communications (or MarCom or Integrated Marketing Communications) are Messages and related media used to communicate with a Market. Marketing communications is the "promotion" part of the "Marketing Mix" or the "four Ps": price, place, promotion, and product.

Marcom includes dealing with advertising, branding, brand language direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion And online marketing

Goal of an IMC The primary goal of an IMC program is to support perceptual values: Vc = Value to customer Qp = Quality of product Qs = Quality of service I = Image and status T.c.o = Total cost of ownership QP + Qs + I T.C.O Vc =

Differences Between Marcom and Corporate Communication Marketing communications is focused on the product/produce/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself. Marketing communications is primarily concerned with demand generation, product/produce/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation, etc

Reasons for Growing importance of IMC Even as new Technologies and formats create new ways for Global marketers to reach consumers, they are affecting the more traditional media, television, radio, magazine & newspapers are becoming more fragmented and teaching smaller and move selective audiences. Decline In audience size for many media and being less responsive to traditional Communication. Many such Factors are promoting Global marketers to look for alternative ways to communicate with their target audiences.

IMC Global Approach The IMC Approach Helps companies identify the most appropriate and effective methods for communication and building relationships with their customers as well as other stake Holders such as employees, suppliers, investors, interest groups and general public On required international scale.

MIS Understanding Marketing Communication  Advertising sells products  Marketing is advertising  Advertising is communication  Advertising is branding  Advertisements have a certain meaning  Advertising is about creativity  Creative advertisements sell better  Creative advertisements communicate better  Branding creates meaning  The typical semiotic analysis of advertising

Semiotics ( additional reading) Semiotics, also called semiotic studies or semiology, is the study of cultural sign processes (semiosis), analogy, metaphor, signification and communication, signs and symbols. Semiotics is closely related to the field of linguistics, which in its part, studies the structure and meaning of language more specifically.linguistics language Semiotics is usually divided into three branches, which include:

Semantics: Relation between signs and the things to which they refer; their denotataSemantics Syntactics: Relations among signs in formal structuresSyntactics Pragmatics: Relation between signs and their effects on the people who use themPragmatics

Understanding marketing communication What we see is the result of a complex social process There are many different and divergent targets in this process Buying is mostly a problem solving process Interpretation and creation of meanings is important in buying decisions Interpretation and meaning are results of living, acting, and thinking people As in every communication the influence of the marketing communication is only an indirect one As in every communication process getting feedback and changing the rolls of speaker and hearer is essential

Consequences for Marketing Communication Supervising the decision process with respect to a communication and/or a marketing goal is crucial Marketing needs a integrated model for describing the ongoing interpretation process of the target groups Instruments for gaining feedback or even better achieving a hearer roll for the company become success factors New media can help to generate these instruments