1. Marketing Communications Planning
Session 3
Marketing Communications Planning
3. Marketing Communications Planning

2. Objectives To outline the planning process
To understand the differences between marketing objectives and marketing communications objectives
To be aware of the key issues in campaign management

3. Simple Planning Questions
Where are we now?
How did we get here?
Where do we want to be?
How will we get there?
How will we know when we arrive?

4. Planning Questions

5. An outline plan Executive summary
Situation/Context Analysis (see next slide)
Target market profile
Objectives
Marketing objectives
Communication objectives
Marketing Communication Strategy
Advertising strategy
Creative strategy and execution
Media strategy
Sales promotions strategy
PR strategy
Other MC tools
Campaign evaluation
Budget
Appendices
You may mention that this is an outline of the IMC plan that they supposed to submit at the end of the module.
Source: Pickton, Broderick, 2005, p.296

6. Context/Situational Analysis
Company analysis
What are the sales & profits?
What is the mission?
What financial, technological & managerial resources are available?
Competitor analysis
Who are direct & indirect competitors
What resources do they have?
What are the real and perceived distinctions between brands?
Consumer analysis
Who are they?
What motivates them to buy?
What do they look for in the product?
Market analysis
What geographical areas warrant specific attention?
What segments are most likely to respond?
Product analysis
Does the product have the ability to give consumers what they want?
Does the product package deliver what consumers want?
Does the product delivery match or exceed expectations?
Pickton & Broderick, 2005

7. Budgets Affordability Percentage of sales Arbitrary Competitive parity
Objective and task

8. Target market or target audience?
The term “target audience” distinguishes those to whom a particular advertising, promotions or any other communications campaign is directed, whereas the term “target market” refers to those to whom the entire marketing mix is directed.

9. Target Markets Which segments? Influencers? Decision Makers?
Internal audiences?
Distribution chain audience?

10. Target audience option
The Awareness-Attitude-Behaviour Approach
New category users (NCUs)
Brand loyals (BLs)
Favourable brand switchers (FBSs)
Other-brand switchers (OBSs)
Other-brand loyals (OBLs)
Can explain with the example of instant coffee as in p. 58 Percy

11. Profile of the target audience
Demographic
Geographic
Psychographic
Behavioural

12. Is it sufficient to define TA profile as:
A working man age 30 – 45, who lives in the city? He has a family? He belongs to middle socio-economic class …?

13. SMART objectives
S…….
M………
A………
R……… R……..
T…… T…..

14. Is this objective “SMART”?
To increase market share by the end of this year
To increase market share of the Kit Kat brand in Tashkent city from 30% to 40% by the end of the next 12 months.

15. Objectives Marketing objectives Marcoms Objectives
To double market share in the xyz market within 18 months
To increase the purchase frequency of x to y
To improve ROI by 5% p.a.
Marcoms Objectives
To raise levels of prompted awareness from a to b
To reposition x as a healthy product
To persuade 50% of trade sales to stock x as their first choice

16. Communications objectives – five communications effects
Category need
Brand awareness
2.1 Brand recall
2.2 Brand recognition
3. Brand attitude
4. Brand purchase intention
5. Purchase facilitation
Brand attitude: if consumers are equally aware of a number of brands in certain product category they will base their brand choice on an evaluation of certain brands. The result of this evaluation is called “brand attitude”. Brand attitude is a perceived value of brand to consumer.
Purchase intention – for low-involvement buying situations purchase intention should not be stressed in communications. When a brand is known and a favourable brand attitude exists, this will in many cases lead to buying behaviour whenever the need for certain category aroused.

17. Brand recall (Top of the Mind)
Brand awareness
Brand recall (Top of the Mind)
Which brand comes first into your mind when purchasing instant coffee?
Or maybe
At the point of purchase – requiring brand recognition

18. Brand awareness
Brand recognition
Which of the following brands of instant coffee are you aware of?
Prior to the point of purchase – requiring brand recall
Can put a sample supermarket shelf full of different brands to demonstrate the importance of the brand recognition

20. Brand attitude
If consumers are equally aware of a number of brands in certain product category they will base their brand choice on an evaluation of certain brands. The result of this evaluation is called “brand attitude”. Brand attitude is a perceived value of brand to consumer.

21. Action objectives Target audience
NCUs
OBLs
OBSs
FBSs
BLs
Trial objectives
Category trial X
Brand trial
Brand retrial
Repeat purchase objectives
Maintain repeat rate
Increase repeat rate
Buy more per occasion
Buy less per occasion
Accelerate timing
Delay timing

22. Examples of Campaign Objectives
Marketing Objectives
Increase share of market
Increase sales per unit
Increase share of customers purse
Marketing Communication Objectives
Reinforce position, brand image
Move prospects to trial
Motivate users to buy more
Reward customers for referrals
IMC Functional Objectives
Advertising: awareness, brand image
Sales promo: encourage trial
Direct: loyalty
PR: deliver credible message
Events: associate product with lifestyle activities

23. Select MC mix Five primary tools Other factors Advertising
Public Relations
Direct Marketing
Sales Promotion
Personal selling
Other factors
Push v Pull strategy
Type of product
Stage of product life cycle stage
Buyer behaviour
Buyer readiness state

24. Push v Pull strategy
Pulling the product through the distribution chain by creating demand amongst customers e.g. via heavy advertising
Pushing the product through the distribution chain e.g. via dealer incentives
Combination of push and pull

25. Push and Pull strategies in marketing communications
Manufacturer
Wholesaler
Retailer
Consumer
Push
e.g. Personal selling;
Trade press;
Mail shots;
offers etc.
e.g. Sales promotion;
Point of sale offers; Advertising etc.
Pull
e.g. advertising, sales promotions etc.
Flow of communication
Flow of product

26. Product categories and marketing communication mix

27. Product Life Cycle stage
Introduction
Heavy promotion to create awareness
Growth
Increasing competition
Create differentiation
Maturity
Maintain differentiation
Nurture segments e.g. heavy users
Decline
Rejuvenate or re-position

28. Identify in what stage of the PLC each brand/product is located.
Taking Nestle company (Uzbekistan) as an example identify the likely position for the given products of this company in the product life cycle curve.
Products: Nestle Sutim, Nestle Pure Life Water, Kit Kat, Nescafe 3 in 1,
Identify in what stage of the PLC each brand/product is located.
What are the marketing communications objectives for each product depending on their position in PLC?
For tutorial

29. What to evaluate? Success of campaign? Promotion tools? Concept?
Message?
Media?
Creative element?

30. “Plan is nothing. Planning is everything.”
General Eisenhower

31. Thank you! and Please do read
Any questions?
Thank you!
and
Please do read