Amazing Young Business BuildersAmazing Young Business Builders

Communications

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COMMUNICATIONSCOMMUNICATIONS

Business communication

Internal – to communicate between people involved in the project.

External – to communicate with possible consumers. It can be done through many different channels. Marketing is the most important of all.

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MarketingMarketing

‘‘the purpose of a business is to create and keep a customer.’’

Theodore Levitt

Marketing is used to create the customer, to keep the customer and to satisfy the

customer.

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The marketing mixThe marketing mix

The primary responsibility of marketing is optimizing the marketing mix to reach business

success.

The 4 P's ModelThe 4 P's Model

PProduct PPricePPlacePPromotion

The 4 C's modelThe 4 C's model

CConsumerCCostCConvenienceCCommunication

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The 4 P's ModelThe 4 P's Model

PProduct

A tangible object or an intangible service that is mass produced or manufactured on a large

scale with a specific volume of units.

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The 4 P's ModelThe 4 P's Model

PPrice

The price is the amount a customer pays for the product. It is determined by a number of factors

including:

market shareCompetition

material costsproduct identity

the customer's perceived value of the product

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The 4 P's ModelThe 4 P's Model

PPlace

Place represents the location where a product can be purchased. It is often referred to as the

distribution channel. It can include any physical store as well as virtual stores on the Internet.

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The 4 P's ModelThe 4 P's Model

PPromotion

Promotion represents all of the communications that a marketer may use in the marketplace.

Promotion has five distinct elements:AdvertisingAdvertising

public relationspublic relationsword of mouthword of mouthpoint of salepoint of salePackagingPackaging

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The 4 P's ModelThe 4 P's Model

PPromotion

AdvertisingAdvertising

covers any communication that is paid for, from cinema commercials, radio and Internet adverts

through print media and billboards.

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The 4 P's ModelThe 4 P's Model

PPromotion

Public RelationsPublic Relations

Communication is not directly paid for and includes press releases, sponsorship deals,

exhibitions, conferences, seminars or trade fairs and events.

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The 4 P's ModelThe 4 P's Model

PPromotion

Word of MouthWord of Mouth

It is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to

create word of mouth momentum.Sales staff often plays an important role in word

of mouth and Public Relations.

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The 4 P's ModelThe 4 P's Model

PPromotion

PackagingPackaging

Assembling multiple products or services to sell in a package.

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The 4 C's modelThe 4 C's model

CConsumer – CCost – CConvenience – CCommunication

Characteristics:

*more consumer-oriented*fits better in the movement from mass marketing to

niche marketing

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The 4 C's modelThe 4 C's model

CConsumer(product)

shifting the focus to satisfying the consumer, to creating a custom solution (capability) rather than pigeon-holing a customer into a product

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The 4 C's modelThe 4 C's modelCCost

(price)

Many factors affect cost:

Price factors+

*the customers cost to change or implement the new product or service

*the customers cost for not selecting a competitors capability

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The 4 C's modelThe 4 C's model

CConvenience(place)

With the rise of internet and hybrid models of purchasing, place is no longer relevant.

Convenience takes into account the ease to buy a product, find a product, find information about

a product, and several other considerations.

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The 4 C's modelThe 4 C's model

CCommunication(promotion)

Communications represents a broader focus than simply promotions. Communications can include

advertising, public relations, personal selling, viral advertising, and any form of communication

between the firm and the consumer.

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COMMUNICATIONCOMMUNICATION

The image

Communication strategies

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The ImageThe Image

Corporate image

Brand image

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Brand ImageBrand Image

'The perception of your product or your brand by the consumer.'

'Impression in the consumers' mind of a brand's total personality (real and imaginary qualities). It consists of all the information and expectations

associated with a product or service.'

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Corporate ImageCorporate Image

"image is everything"

In order for a company to grow and be successful, it needs to develop an image and the image

needs to be positive.By developing what is called a corporate image, a

company can distinguish itself from the competitors in the community.

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Corporate ImageCorporate Image

This image portrays what the company represents, its values, beliefs and

productivity.

The corporate image is responsible for increasing sales and business for the

company.

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Corporate ImageCorporate Image

A corporation's image is not solely created by the company. Other contributors to a company's

image could include:

News media, journalists, labor unions, environmental organizations, and other

NGOs

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Corporate ImageCorporate ImageCorporate Image affected by ONG's

Corporate Image affected by Health Institutions

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Corporate imageCorporate image

Corporate image basic ingredients:

Creativity

Name & Logo

Colour scheme & Fonts & Shapes

Slogan (& Music)

Advertising

Sales promotions & public relations

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LogosLogos

graphic mark or emblem commonly employed by commercial enterprises, organizations and even

individuals to aid and promote instant public recognition.

Logos are either purely graphic (symbols/icons) or are composed of the name of the

organization (a logotype or word mark)

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LogosLogos

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A Logo's meaningA Logo's meaning

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Logo evolutionLogo evolution

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Logo AnalysisLogo Analysis

ExerciseExercise

Take the logos created in your class and analize them paying attention to meanings retrieved from:

ColoursFonts

ShapesName

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Communication Strategies for Communication Strategies for marketingmarketing

How to gain customers?How to gain customers loyalty?

by means of:

PromotionAdvertising + sales promotion

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AdvertisingAdvertising

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take

some action, usually to persuade potential customers to purchase or to consume a particular

brand.It usually includes the name of a product or service

(brand) and how that product or service could benefit the consumer.

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Types of Advertising ITypes of Advertising I

CommercialsCommercials

A television advertisement or television commercial – often just commercial or TV ad (US), or advert or ad

(UK/US), – is a span of television programming produced and paid for by an organisation that conveys

a message.

InfomercialsInfomercials

long-format television commercials, typically five minutes or longer.

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Types of Advertising IITypes of Advertising II

Radio advertising

Press advertising

Online advertising

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Types of Advertising IIITypes of Advertising III

Mobile billboard advertising

Billboard advertising

Instore advertisement

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Types of Advertising IVTypes of Advertising IV

Covert advertising

Celebrities

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Marketing StrategiesMarketing Strategies

ExerciseExercise

Take one of the following brands and analyse their communication strategies.

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Now, it's your turn!Now, it's your turn!

ExerciseExercise

Create the image and desig the best markenting strategies for your business using the 4 C's model.