1. INSTITUTE OF FOREIGN LANGUAGES Group 6: Bell Socheata Doeuy Chandara Heng Sopheaktra Heng Piseth So Sokkeang Va Sotheavy Yann Vanda COMMUNICATION STRATEGY Lecturer: Hor Soknak

2. OUTLINE  Review  Objective  Audience  Message  Channels  Resource  Timeline  Brand  Feedback

3. Review- Performance and Perception  To check the company’s past act.  To find out how the communication is made  To see how effective it is  To better understand how accurately the client perceive our messages.

4. Objective  To get to know what will be achieved through the communication.  Objective must be SMART  S : Specific  M : Measurable  A : Attainable  R : Result-oriented  T : Time-limited

5. Audience  Who is our Audience?  The better we know the audience the more chances we have to influence them.  We should learn the needs, preference, interest and their perception.  Type of Audience:  Primary audience  Secondary audience

6. Message  What is our message?  the idea or feeling transmitted from sender to the receiver  The connection between sender and receiver.  The receiver: decodes the messages to achieve the understanding.  The sender: encodes the feeling idea or sign to message.

7. Channels  What channel will we use to promote our products?  Why the channel is essential?  must be seen and heard by the right people  identify the right channel  must budget for it  we must have a strategy in place for moving our product to it and through it

8. Channels (Con’t)  The choice of communication Channel depends on:  The type and the content of message to deliver,  Our available resources,  How the audiences like to receive formation.

9. Resources  Finances: budget available now and in the future  People: staffs to perform tasks (staffs, consultants…)  Materials: material necessarily needed for implement during your work

10. Timeline

11. Brand  A brand is the identity of a specific product, service, or business and also tells the world, at a glance, who and what we are.identity productservicebusiness  Three strategies to be on brand:  Creating a communication committee  providing media training  Hiring a professional to create a logo and a style guide

12. Feedback  How will we know when our communication strategy is 100% successful?  Some methods to gauge how well our communication are doing include  Creating an impact log  Conducting a formal survey  Conducing key informant interviews

13. Case Study: SCGT CPAC Monier Fitting  SCGT is a Thai private trading company operated in Cambodia serving customers with all construction materials ranging from roof to ceiling and wall to floor and to bathroom under brand “Elephant”.  Concrete CPAC Monier is divided into 3 main products of sales like 1. Main Tile 2. Fitting 3. Accessories

14. Case Study: SCGT CPAC Monier Fitting 1- Review: in 2010 Sales volume: 30,000-40,000 pcs or 3-4% compared with main tile Sub-dealer: gains less margin at only 10 cents/pc selling ours compared to competitors’ brands at 20-30 cents/pc margin End-users have less knowledge about our brand, some not know the product value and some not recognizing the brand and its trademark.

15. Case Study: SCGT CPAC Monier Fitting  2- Objective:  “Increase sales volume to 70,000-80,000 pcs or 7-8% compared to main tiles for the whole country for the second quarter 2011. deploy target 8% to each customers/dealers in each area for sales team to push increase margin for sub-dealers to be 20-30 cents/pc Create product and brand awareness to and cheer end-users cheer CMCC, BU of Concrete Roofing CPAC Monier

16. Case Study: SCGT CPAC Monier Fitting 3- Audience: dealers & sub-dealers nationwide, end-users in PNP and provinces CMCC, showing them about our potential and trustful capability 4- Message:  8% of fitting from main tile portion by combined target of both items for dealers’ Rebate program  Trade promotion: free charge of fitting and coupon redemption for sub-dealers  Consumer promotion: scratched coupon to end-users, and advertise brand with quality and guarantee.

17. Case Study: SCGT CPAC Monier Fitting  5- Basket and Channel: Place fitting together with Rebate letter announcement brought by sales force call and/or visit dealers by area Leaflet and poster for sub-dealers Leaflet and banner for consumer promotion Radio Advs. on 90.5 FM& 102.5 FM

18. Case Study: SCGT CPAC Monier Fitting ItemsPNPProvincesTotalCost/Unit (USD) T. Amount (USD) Free of charge 3,000 6,0000.804,800 Scratch coupon 300 60053,000 Leaflet1,0003,0004,0000.0140 Poster2005007000.5350 Banner2020022071.540 Radio/ quarter 90hrs700/ mount 2,100 Grand Total11,830 6- Resource:

19. Case Study: SCGT CPAC Monier Fitting Responsibl e staffs Activities 01 st day02-05 th dayMid-monthEnd-month Mkt Team Finish all design and pint out Distribute leaflet, banners, poster Check all dealers and all communication tool Sale Team Call to confirm target with dealers and selectively call to potential sub- dealers Distribute leaflet, banner, poster to dealers Visit dealer and sub potential dealers to see progress and problem Radio Half hour from 7 - 7:30 am and half hour from 7 - 7:30 pm everyday Scratched coupon Collect monthly from dealers and sub dealers, so end users can keep at these shops 7- Timeline

20. Case Study: SCGT CPAC Monier Fitting 8- Brand:  “Elephant” with high quality and trustful product  A proverb : “THE ROOF EXPERT” 9- Feedback: Weekly follow up sales volume report from the system Weekly follow up key dealer and potential sub-dealer Monthly evaluate the sales performance and survey comment, complain and/or request Corrective action for the next quarter

21. Q & A Thank You for Your Attention!