Marketing Communications
Topics
• Key elements of Marketing Communication
• Marketing Communication Framework
• Integrated Marketing Communication
Marketing Communications
Key Elements
Role of Marketing Communication
Position, USP,
Marketing UCP Communication
Brand
Promise Appeal
“Reach
out”
Deliver Preference
Engage
Relationship
Persuade
Push Consumer Pull
Communication and Marketing
Brand Positioning
Product / &
Service Physical, Sensory, Emotional
Fulfill I
Marketing Needs n
End t
Benefit Need Stimulation e
Need Satisfaction r
Relevance, n
Satisfaction a
Brand Consumer l
Identification,
Desirability T
Self Expression r
Brand Choice i
g
g
External Trigger
Communication Wants e
3600 r
Brand Visibility Expected Self Image
Promise Aspirations
Credibility
Needs and Wants
Needs Wants
• Needs are intrinsic and are • Wants are extrinsic and easily
triggered more by internal stimuli triggered by external stimuli
• we think about our needs • we think about our wants a little
reactively more proactively
• are more basic, often generic and • are more evolved, individualistic
product centric and brand centric
• In fact, ‘wants’ are a conscious / sub-conscious expression of our needs
• Through our wants we express our ‘self’ and our individuality to the world
Maslow’s Hierarchy of Needs
Wants
Ps
Self
yc
ho
ds
Actualization
lo
ee
gi
N Needs
ca
of
self-development and realization
l
y
ch
ar
Esteem Needs recognition, status
r
ie
H
’s
Ph
Social Needs sense of belonging, love
w
ys
lo
io
as
lo
M
gi
Safety Needs security, protection
ca
l
Biological Needs hunger, thirst
Needs
• Motivation happens when a need becomes sufficiently pressing to drive the person to act
• A person will satisfy the most pressing (important) need first, and then next, and so on
Main Goals of Marketing Communication
Pre- Sales • Make aware Awareness
Phase
• Trigger recall (need / product / Preference
brand)
Consideration
• Inform, educate or
Sales familiarize Purchase
Phase
• Engage Relationship
• Persuade Loyalty
Post-
Sales • Sell Advocacy
Phase
The MarComm Activities Spectrum
Word of Mouth
B ra
ns
Pe
tio
nd
rs o
ela
ing
na
cR
lS
ell r als
bli
ing e
llat
Pu
Co
Advertisin
g
Consumer - Merchandising
g
Digital Marketin Audience
Dir
ect
r ship Ma
Ev
so rke
on Inter t ing
en
ng
Sales Promoti
Sp
ge
t s,
ag
ma
k
nal M
Ex
a c
eI
hib
P
rat
it
arke
ion
rpo
s
Co
ting
on
The 3600 Reach Out Approach
MarComm – ATL vis-à-vis BTL
Above The Line (ATL) Below The Line (BTL)
• The more visible media level, • The less visible ground level, ‘one-
‘one-to-many’ comm activities to-one’ comm activities
• Mass media Advertising • Direct Marketing
(TV, Print, Radio, Outdoor, Digital/SEM,…) (Per. Selling, Tele calls, Mailers, Social Media,…)
• PR • (POS) Collaterals, Packaging,
Merchandising, Sales Promotion
• Events, Exhibitions, Sponsorship
• Referral, Internal Communication
• Website, SEO, Social Media,…
Marketing Communications
The Marcom Planning Process
Marcom Planning Framework
• Who are the audiences? Target Audience
• What is to be said to them? Message
• How it is to be said? Creative/Design
• When it is to be said? Timing
• Where it is to be said? Media
• Who is to say it? Source
Steps in MarComm Planning
Target Product
Media Audience / Service
Habits
Segment Needs
Monitor & Measure Performance
Promote
3 2
Promotion Promotion
Channels Plan Messages
Activities Budget Resources Technology
The MarComm Development Process
Marketing
Objective
role of
Communication
Marketing communication
Objective B
Strategy R
A
N Media/Channels
Communication
Strategy D
Segmentati Comm Activities
on
Target Core Audience Style/Design/Tone
Group
Key Message Idea/Concept/
Positionin Proposition Campaign
g
Identifying Target Audiences
Community (Media, Public)
Customers
Brand
Employees Partners Primary
Secondary
Industry, Government Tertiary
Identifying Consumer Audience
• Decision-maker, Buyer, Influencer, User
• Potential buyers, Current users, Lapsed users
• Own brand users, Competing brand users
• Individuals, Family, Specific Groups, General public
Consumer Audience Characteristics
• Profile - Demographic, Psychographic, Usergraphic, Technographic
• Lifestyle and consumption preferences
• Decision-making and buying process
• Product category motivators and price sensitivities
• Personality and brand attitudes and preferences
• Brand contact points and media habits
Communication Format/Design
(Message & Media)
Seeks to address 5 main communication aspects:
• Media format (where, and in what form, message is to be created)
• Message content (what should be said)
• Message structure (logical arrangement – content flow, layout,…)
• Message format (symbolic arrangement – story, visuals, text,…)
• Message source (who is saying)
Marketing Communications
Integrated Marketing Communication (IMC)
What is IMC?
• Using the same core brand message and imagery
across all/most ‘channels’ of communications
• Creates a unified and consistent brand experience for
audiences across media/channels
• Helps achieve the ‘multiplier effect’ of high ‘reach’
with high ‘salience’ – more visibility + stronger recall
The Rationale for IMC
Necessitated by following trends:
• Fragmentation in consumer tastes and preferences (more segmented markets)
• Shift from mass media advertising to multiple forms of marketing communications
• Growing popularity of more specialized and individualized media options
• Growing use of database-driven, more measurable direct marketing efforts
• More efficient marketing planning and implementation, leading to improved MROI
Benefits of IMC
• Focus and consistency in messaging
• Surround sound impact (same/similar message thru multiple mediums)
• Enhanced brand visibility/awareness/recall
• Marketing cost efficiencies (better MROI)
Imperatives of IMC
• Focus on the Brand - consistency in brand identity, core message, imagery,
experience
• Focus on Consumer Experience - what/how consumers feel about
the brand/product (meeting consumer expectations)
• Use of Multiple Communication Tools - 360 0
communication
(ATL + BTL) planning approach
• Integrated Performance Measurement - tracking results and
consumer feedbacks regularly through CRM and research/survey tools
Example of a 3600 Communication Campaign Plan
BS-VI Launch, IOC Corporate BS-VI Launch
Advertising BTL Comm.
Print Petrol Pumps
Consume Industry
Outdoor rs Vehicle Markets
Radio
IndianOil Red Lights
Digital Traffic Posts
BS-VI Launch
IPL Delhi Matches (“6” Poster)
Medi Government
BS-VI Launch a BS-VI Launch
Sponsorships Social Media
TV, Print media
Cricket / IPL (“Sixers”, “Max. Sixes Award”) Quizzes / Contests / Posts
Online media
Radio (“Traffic Updates”, “Delhi Breaths Easy”) PR Bloggers
YouTube (Videos)
Newspaper (“Air Quality Index”) Twitter (News, Announcements)
BS-VI Launch, IOC Corporate
Facebook, Instagram (Campaigns)
Self-Learning Exercise
• Select any product / brand and examine the various
promotional tools it uses
• Evaluate how integrated and consistent is its
marketing communication program across various
mediums