1. Review Week Two

2. Marketing Communications designed on the basis of
Customer Focus

3. Customer Profile:
Outline of the type of customer likely to purchase product/brand.
Developing a customer profile will helps target marketing communications and is an essential analysis tool.
Allows concentration on real potential customers rather than too wide a range of people.

4. Customer Profile:
Outline of the type of customer likely to purchase product/brand.
Developing a customer profile will helps target marketing communications and is an essential analysis tool.
Allows concentration on real potential customers rather than too wide a range of people.

5. 5 Faces of Customer Profile

6. Positioning Techniques and Brand Positions

7. Positioning
How your target market defines you in relation to your Competitors

8. Thought a Benefit by Customers
Desired Position is:
What makes you unique
Thought a Benefit by Customers +
Focus is standing out in a “noisy” market

9. Point of Difference
The most compelling and motivating benefit that the brand can deliver relative to competitor offerings
Differentiation:
increases margins
increases customer loyalty
reduces switching

10. Proposition to Position Statement
4 elements:
Target audience – description of
core customer
Frame of reference - brand
category
Benefit/Difference - compelling
benefit
Reason to Believe – proof of delivery

11. Positioning Differences
Important – to target market
Distinctive – compared to competition
Superior – to other ways customer can get value
Communicable – can be explained and communicated
Preemptive – competitors cannot easily copy
Affordable – buyers can pay for difference
Profitable – to business

13. Objective Setting and Budgeting

14. Setting Marcom Objectives
Goals that the various marcom elements aspire to individually or collectively achieve during a scope of time such as a business quarter or fiscal year.

15. Requirements for Setting Suitable Marcom Objectives
Include a precise statement of who, what, and when
Be quantitative and measurable
Specify the amount of change
Be realistic
Be internally consistent
Be clear and put it in writing

16. Practical Budgeting Methods
Percent-of-Sales Budgeting
Objective-and-Task Method
Competitive Parity Method
(match competitors’ method)
Affordability Method

17. Objective-and-Task Method
The most sensible and defendable advertising budgeting method
Specify what role they expect advertising to play for a brand and then set the budget accordingly