Post on 03-Aug-2015
Three pillars to create a strong brand:
Segmentation Targeting Positioning
Market Segmentation:
— is the process — that companies use — to divide large heterogeneous markets into small markets — that can be reached — more efficiently and effectively — with products and services — that match their unique needs
Selecting Target Market Segments:
• Undifferentiated marketing
• Differentiated marketing
• Concentrated marketing
• Micro marketing
Brand Positioning:
— It is act of— designing the company’s offerings— and image— to occupy a distinctive place— in the minds — of the target market.
Utilizing 4 SPREAD tools:
Sales Promotion
Public RelationEvents &
Experiences
Advertising
a) Advertising:
1) Mission
i) Sales Goals
ii) Advertisement Objectives
- To inform eg: Gionee Mobile Phones ad - To persuade eg: Revital Salmaan ad - To remind eg: SRK ad of Polio Campaign - To reinforce eg: Hero Splendor ad
2) Money
i) Adv Budgetii) Stage in Product Life Cycleiii) Market Share & consumer base eg: Santro SRK adiv) Competition & clutterv) Advertising frequencyvi) Product Sustainibility eg: Seagram’s Imperial Bluevii) Advertising elasticity
3) Message
i) Message generationii) Message evaluation & selectioniii) Message executioniv) Social-responsibility review eg: Unilever SRK ad
4) Media
i) Reach, Frequency, Impactii) Major media typesiii) Specific media vehiclesiv) Media timingv) Geographical media allocation
i) Reach, Frequency, Impact:
Audio
Video
Digital
ii) Major media types:
a) Print Media:
1) Newspaper2) Magazines3) Books
c) Video:
1) Film2) TV3) Video Games
b) Audio
1) Radio2) Music3) Sound Recording Eg: Hungama ad
Eg: Tide Plus ad
Eg: Visa ad
d) Digital
1)Internet
iii) Specific media vehicles:
- Audience quality- Audience –attention probability- Editorial quality- Ad placement policies eg: Kids products ad on CN
iv) Media Timing:
- Continuity eg: Virgin Mobiles Ranbir ad- Concentration eg: Hero ad - Flighting eg: Voltas AC ad - Pulsing eg: 5 star Suresh Ramesh ad
5) Measure
i) Communication-effect research
a) Consumer feedback method b) Portfolio tests - in home-tests - trailer tests - theater tests - on-air c) Laboratory tests
eg: Vodafone happy to help ad
ii) Sales-effect research
Share of expenditure
Share of voice
Share of mind and heart
Share of market
b) Sales Promotion:
Short-term incentive tools
1) Consumer promotion2) Trade promotion3) Business and sales force promotion
1) Consumer promotion tools:- Samples- Coupons eg: Freecharge ad- Rebates- Price-packs- Premiums/gifts eg: Vodafone Delight ad- Prizes- Frequency programs- Patronage Awards- Free trails- Tie-in promotions eg: Ariel & LG ad- Cross-promotions- Point-of-purchase displays & demos
2) Trade promotion tools:
- Price-off- Allowance- Free goods eg: Soap & Pen ad
3) Business and sales-force promotion tools:
- Trade shows and conventions eg: CES - Sales contests- Specialty advertising
c) Events & Experiences:
- To identify with a particular brand- To increase awareness- To create or reinforce perceptions- To enhance corporate image- To create experiences & feelings eg: Essel world ad- To express concern for CSR- To entertain key clients- To permit promotional activities
d) Public Relations:
i) PR Functions
- Press Relations - Product Publicity - Corporate Communications - Lobbying - Counseling
ii) Major tools in Marketing PR:
- Publications- Events - Sponsorships- News- Speeches- Public Service Activities- Identity media
So, for a successful management of mass communication three things are required:
Looking forward to your feedback!
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