Marketing Integrated Communication Process

Module-9

Marketing Mix

• Product

• Place (Distribution)

• Promotion

• Price

Basic cost, Profit Other Terms

Price

Media AdvertisingDirect marketing, Sales Promo, PR

Promotion

Core Product,Actual Product

Augmented product

Product

Location, Channel Type

Place

Marketing Mix

Advertising

Direct Marketing

Personal selling

Sales promotion

Promotion MixPublicity Relationship Marketing

Marketing communicationMarcom :• Is One of the most Critical aspect of

Overall marketing Mission• Is a major Determinant for the success or

failures Of the product or the organization.

• Marketing Communication is process of communicating To Sell Products, services, ideas, & images etc to overall Benefit of the customer & the organization.

Role of Marcomm

• Inform

• Persuade

• Remind

• Reassure

• Differentiate

• Change in behavior

Inform

• Inform

If you have something new to introduce to the market, something better or something that solves people’s problems in an innovative way, you must find a way to inform your audience about it!

Persuade

• to induce to believe by appealing to reason or understanding; convince:

• product\Marcom\sanjay taneja showreel - eureka forbes tvc.mp4

• product\Marcom\sanjay taneja showreel - eureka forbes tvc.mp4

Tools Of communication1. Media advertising

• TV• Radio Magazines• News papers• Magazines

2. Direct Response and interactive Advertising

• Direct mail• Telephone Solicitation• Online adverting

3. Place advertising• Bill Boards & Bulletins• Posters• Transit ads• Cinema ads

4. Store Signage and point of purchase Advertisings

• External store signs• In –Store Shelf sign• Shopping cart ads• In –store radio and Tv• IN Stores display

5. Trade & Consumer oriented Promotions

• Trade deals & Buying Allowances

• Display & Adv allowances

• Trade shows• Cooperative

advertising• Samples• Coupons• Premiums• Refund/Rebates• Contests/Sweepstakes• Promotional Games• Bonus Packs• Price-off deals• In –Store Shelf sign

Tools Of communication6. Event Marketing &

sponsorships• Sponsorship Of

Sporting Events• Sponsorship of

arts,fairs,aand festivals

• Sponsorship of causes

7. Marketing oriented public relations and publicity

8. Personal Selling

Remind

Remind contd….

Remind contd….

Remind contd….

Remind contd….

Remind contd….

Reassure

• product\Marcom\MRF Tyres Racing.mp4

• ..\MRF Tyres Racing.flv

Differentia

• ..\RIN vs TIDE.mp4.flv

• ..\Pepsi Vs Coca Cola Superbowl XLVI ad ! February 2012 !.flv

• ..\The Success Story - Why India is a Great Country..flv

Change in behavior

• ..\_Gone Metro_ TAC's speed enforcement campaign.flv

• ..\Max New York Life Insurance ad.flv

Of Concept Marcom

IMC WayIMC: Involves coordinating Various Promotional

elements and other Marketing activities both locally & Globally

4 A’s Definition : Focusing on the process of using all forms of

promotion to achieve maximum communication impact.

IMC is marketing approaches being used by companies to better focus their efforts in acquiring, retaining, and developing relationships with customers and other stake holders

Marcom or IMC

• Marketing Communications (or MarCom or Integrated Marketing Communications) are Messages and related media used to communicate with a Market.

• Marketing communications is the "promotion" part of the "Marketing Mix" or the "four Ps": price, place, promotion, and product.

Marcom includes dealing with•advertising, •branding, •brand language •direct marketing,•graphic design, •marketing, •packaging,•promotion, •publicity, •sponsorship,•public relations,•sales, •sales promotion And online marketing

Goal of an IMCThe primary goal of an IMC program is to support

perceptual values:

Vc = Value to customer

Qp = Quality of product

Qs = Quality of service

I = Image and status

T.c.o = Total cost of ownership

QP + Qs + I

T.C.OVc =

Differences Between Marcom and Corporate Communication

• Marketing communications is focused on the product/produce/service as opposed to corporate communications where the focus of communications work is the company/enterprise itself.

• Marketing communications is primarily concerned with demand generation, product/produce/service positioning while corporate communications deal with issue management, mergers and acquisitions, litigation, etc

Reasons for Growing importance of IMC• Even as new Technologies and formats create

new ways for Global marketers to reach consumers, they are affecting the more traditional media, television, radio, magazine & newspapers are becoming more fragmented and teaching smaller and move selective audiences.

• Decline In audience size for many media and being less responsive to traditional Communication.

• Many such Factors are promoting Global marketers to look for alternative ways to communicate with their target audiences.

IMC Global Approach

The IMC Approach Helps companies identify the most appropriate and effective methods for communication and building relationships with their customers as well as other stake Holders such as employees, suppliers, investors, interest groups and general public On required international scale.

MIS Understanding Marketing Communication

Advertising sells productsMarketing is advertisingAdvertising is communicationAdvertising is brandingAdvertisements have a certain meaningAdvertising is about creativityCreative advertisements sell betterCreative advertisements communicate betterBranding creates meaningThe typical semiotic analysis of advertising

Semiotics ( additional reading)• Semiotics, also called semiotic studies or

semiology,

• is the study of cultural sign processes (semiosis), analogy, metaphor, signification and communication, signs and symbols. Semiotics is closely related to the field of linguistics, which in its part, studies the structure and meaning of language more specifically.

• Semiotics is usually divided into three branches, which include:

Semiotics is usually divided into three branches, which include:

• Semantics: Relation between signs and the things to which they refer; their denotata

• Syntactics: Relations among signs in formal structures

• Pragmatics: Relation between signs and their effects on the people who use them

Understanding marketing communication

• What we see is the result of a complex social process

• There are many different and divergent targets in this process

• Buying is mostly a problem solving process• Interpretation and creation of meanings is

important in buying decisions• Interpretation and meaning are results of living,

acting, and thinking people• As in every communication the influence of the

marketing communication is only an indirect one• As in every communication process getting

feedback and changing the rolls of speaker and hearer is essential

Consequences for MarketingCommunication

• Supervising the decision process with respect to a communication and/or a marketing goal is crucial

• Marketing needs a integrated model for describing the ongoing interpretation process of the target groups

• Instruments for gaining feedback or even better achieving a hearer roll for the company become success factors

• New media can help to generate these instruments