Your SlideShare is downloading. ×
0
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Discovering Marketing Communication &  Media Consumption Trends
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Discovering Marketing Communication & Media Consumption Trends

347

Published on


Prof Ujjwal K Chowdhury Former Dean, Symbiosis Intrntnl University Chief Consultant New Business Age group and Himalaya TV, Kathmandu

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
347
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Discovering Marketing Communication & Media Consumption Trends Prof Ujjwal K Chowdhury Former Dean, Symbiosis Intrntnl University Chief Consultant New Business Age group and Himalaya TV, Kathmandu
  • 2. What is Communication? Sender Feedback Receiver Message Noise
  • 3. What is Marketing? Seeding the market Creating consumer awareness Creating Brand Demand Creating desire for a product or service Creating Brand Image/ Brand Equity Creating Brand Recall or Brand Re-positioning Encourage Repeat Purchase Build Customer Traffic Turn Suspects to Prospects to Customers to Clients to Advocates
  • 4. Marketing Redefined: 4Ps to 4Cs: Not PRODUCT, but CONSUMER Not PRODUCT, but CONSUMER Not PRICE, but COST Not PLACE, but CONVENIENCE Not PROMOTION, but COMMUNICATION
  • 5. Communication Channels: OFFLINE Printed Material Outdoors Kiosks ON AIR Television Radio ON GROUND Events Roadshows Activation ONLINE
  • 6. Communication Functions: • Information/ News Traditi • Education onal • Entertainment • Info-tainment: News-packaging today • Edu-tainment: Polio or Ecology Awareness Modern • Persuasion/ Behavior Change: Branded Apparel; Condoms/ Contraceptives; Branded Coffee • Interact: Social Media • Engage: Online contests, Campaigns online, Egroups Digital • Empower: Learning new opportunities online
  • 7. Marketing Communication: Communication of Persuasion CHANNELS: Needs all: Integrated Marketing Communication MESSAGE: Brand Positioning: Unique Market Placement of the Brand ROUTE: Diverse, Creative, Seamless, Interactive, Eng aging GOALS: Recall, WOW Effect, WOM (Buzz), Referral, Viral, Lead to Purchase EVALUATION: Evolution further
  • 8. Why Integrated? From media advertising to multiple forms of communication: three generations use of media From mass media to more specialized (niche) media, which are centred on specific target audiences: e.g. Automobile media Market Scenario Changes since LPG From a manufacturerdominated market to a retailerdominated, consumercontrolled market: Value Co-Creation From general-focus advertising and marketing to data-based marketing: Not to all, but to some who matter
  • 9. Why Integrated? From low agency accountability to greater agency accountability, particularly in advertising: ROI From traditional compensation to performance-based compensation (increased sales or benefits to the company). Market Scenario Changes since LPG From limited Internet access to 24/7 Internet availability and anywhere anytime access to goods and services. Cell phones with value added features outnumber the fixed value landlines of the past: VAS to determine MarCom
  • 10. Why Integrated? Media Consumption Converging: Multi-media Consumer Communication Technologies Converging: Digital Media Ownership Converging: TOI, Zee Group Media Buying/Selling Converging: Multi-media Joint Tariffs Media Skills Converging: Mobile Multi-media Journalist/ Integrated Brand Manager
  • 11. Elements of IMC Advertising: print, online, radio, TV and/or mobile. Public Relations, Press Releases, Conferences, Acculturation. Portal/Website/ Social Media/ EDM/ Egroups. Sales Promotions & Point of Purchase Communication Trade-shows, Road-shows & Conferences: Experiential Marketing. Online Marketing: advertising, opt-in email marketing and links. Mobile and Apps based Marketing. Marketing Collateral: brochures, case studies, white papers. Electronic Direct mail, personal selling, enetworking.
  • 12. Case-study: INDIA: Incredible India Campaign www.incredibleindiacampaign.com: for print and television campaign www. incredibleindia.org Extensive participation in every major tourism meet, : for digital expo, conference. campaign, PR, facts, and research. Extensive use of youtube and facebook in campaign.
  • 13. How do you run a campaign? Account Planning Job (assisted by Client Servicing): Market & Advertising Research Job: • What is the marketing problem/need? • What is the communication problem/need? • What are the resources and timelines available? • What are the preferences and history of the brand/client? • Who are the target audiences? • What are the key consumer insights?
  • 14. How do you run a campaign? Account Planning Job: What is the Big Idea that satisfies the key insights and the needs? Creative Job: Research Job: Media Investments How do you express Job: Test-market before the Big Idea through the final launch; Where do you take still images, copy, Impact research your campaign, why moving images, after the final launch and what costs? sound, online Media Planning & Report to Account appearances, Buying Management hoardings, kiosks?
  • 15. Emerging Consumer Trends in India: Media Disloyalty: beginning in rural India as well • Anytime, anywhere access to Media New Media Emergence: cyber and mobile: 75+ crore cell phone • Conversation as against Telling/ Communication: „Seeding‟ the ideas
  • 16. Emerging Consumer Trends in India: WOM/ Viral/ Buzz/ Peer Groups/ Referral (Health & Education brands) • Acculturation (Barista, Cornflakes) Convenience Dominates for a timestressed consumer (Retail at doorsteps) • POP and Consumer coming closer: Buying decisions influenced hugely by the POP communication: in-flight and airport purchases
  • 17. Emerging Consumer Trends in India: Experiential Branding amidst ad-clutter: touch, feel, drive, see. • Multi-media seamless reach ensures better brand recall and WOM Diversity within families and peer groups: no uniform choices even in a group • Regional and global/inter-national differences reducing
  • 18. Nothing is more satisfying than building your Own Brand. Offline: your qualifications; your Portfolios Online: your social media identity and cyber skills On Ground: your personality, teamwork, knowledge, grit, innovation On-air: your screen presence, your voice, presentation Positioning: your focus & working to achieve it Above all: the PRODUCT: you as a Good Strong Human Being.
  • 19. Food for Thought: “Do not let others‟ views about you become your reality. Make your reality”. “I compete with my yesterday for a better tomorrow, I compete with no one else.” Email id: ujjwalk.chowdhury@gmail.com Cell: 0-93733-11239.

×