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(Kotler, Chap. 16-3) What Are The Major Steps In Developing Effective Communications?

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(Kotler, Chap. 16-3) What Are The Major Steps In Developing Effective Communications?

(Kotler, Chap. 16-3) What Are The Major Steps In Developing Effective Communications?

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  • 1. What Are The Major Steps In Developing Effective Communication? Kotler, Chapter 16 Prof. Sameer Mathur, Ph.D. Prof. Prem P. Dewani, Ph.D.
  • 2. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 2 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  • 3. 3 8 Steps In Developing Effective Communications Identify Target Audience Determine Objectives Design Communications Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated Market Communications Marketing Management | Kotler and Keller
  • 4. 4 Identify The Target Audience TARGET AUDIENCE Current Users Potential Buyers Influencers Individuals Groups Particular Public General Public 1 Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 5. Determine The Communications Objectives POSSIBLE OBJECTIVES Category Need Brand Attitude Brand Purchase Intention Brand Awareness 5 2 Marketing Management | Kotler and Keller
  • 6. Determine The Communications Objectives 6 2 1 Category Need Establishing a new product category, it is necessary to satisfy a perceived discrepancy between a current and desired motivational state. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 7. 7 2 Determine The Communications Objectives 2 Brand Awareness Fostering the consumer’s ability to recognize or recall the brand within the category, in sufficient detail to make a purchase. Marketing Management | Kotler and Keller
  • 8. 8 2 Determine The Communications Objectives 3 Brand Attitude Helping customers evaluate the brand’s perceived ability to meet a currently relevant need. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 9. 2 Determine The Communications Objectives 9 4 Brand Purchase Intention Moving customers to decide to purchase the brand. Promotional offers encourages consumers to make a mental commitment to buy. Marketing Management | Kotler and Keller
  • 10. 10 3 Design The Communications Formulating the communications requires solving : MESSAGE STRATEGY what to say CREATIVE STRATEGY how to say it MESSAGE SOURCE who would say it Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 11. 11 3 Design The Communications 1 Message Strategy In determining message strategy, companies searches for appeals, themes, or ideas that will tie in to the brand positioning. Marketing Management | Kotler and Keller
  • 12. 12 3 Design The Communications 1 Message Strategy Some of these may be related to product or service performance - the quality, economy, or value of the brand. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 13. 13 3 Design The Communications 1 Message Strategy Others may relate to more extrinsic considerations – the brand as being contemporary, popular, or traditional. Marketing Management | Kotler and Keller
  • 14. 14 3 Design The Communications 2 Creative Strategy Creative Strategies are the way marketers translate their messages into specific communication. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 15. 15 3 Design The Communications 2 Creative Strategy INFORMATION APPEALS • Elaborates on product attributes or benefits. TRANSFORMATIONAL APPEALS • Elaborates on a non-product-related benefit. Marketing Management | Kotler and Keller
  • 16. 16 3 Design The Communications 3 Message Source Message delivered by attractive or prominent sources can achieve higher attention and recall. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 17. 17 3 Design The Communications 3 Message Source Celebrities are likely to be effective when they are credible or personify a key product attribute. Marketing Management | Kotler and Keller
  • 18. 18 4 Select The Communications Channels Communications channels may be : Personal Communications Channels Non Personal Communications Channels or Mass Communications Channels Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 19. 19 4 Select The Communications Channels 1 Personal Communications Channels Personal Communications Channels let two or more people communicate face-to- face . Marketing Management | Kotler and Keller
  • 20. 20 4 Select the Communications Channels 1 Personal Communications Channels Advocate Channels: It consists of company salespeople contacting buyers in the target market. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 21. 21 4 Select The Communications Channels 1 Personal Communications Channels  Expert Channels: It consists of independent experts making statements to target buyers. Marketing Management | Kotler and Keller
  • 22. 22 4 Select The Communications Channels 1 Personal Communications Channels Social Channels: It consist of neighbours, friends, family members and associates talking to target buyers. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 23. 23 4 Select The Communications Channels 2 Non-Personal Communications Channels Mass Channels are directed to more than one person and include advertising, sales promotions, events and experiences, and public relations. Marketing Management | Kotler and Keller
  • 24. 24 5 Establish The Total Marketing Budget How To Decide Budget ? Affordable Method Percentage-of-Sales Method Competitive-Parity Method Objective-and-Task Method Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 25. 25 5 Establish The Total Marketing Budget How to Decide Budget ? Affordable Method Set budget at what companies think they can afford. Marketing Management | Kotler and Keller
  • 26. 26 5 Establish the Total Marketing Budget How to Decide Budget ? Percentage-of-Sales Method Set budget at a specified percentage of current or anticipated sales or of the sales price. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 27. 27 5 Establish the Total Marketing Budget How to Decide Budget ? Competitive Parity Method Set the budget to achieve share-of-voice parity with competitors. Marketing Management | Kotler and Keller
  • 28. 28 5 Establish the Total Marketing Budget How to Decide Budget ? Objective-And-Task Method Develop budgets by defining specific objectives and estimating the costs of performing them. Prof. Sameer Mathur & Prof. Prem P. Dewani, www.BuddingMarkets.com
  • 29. 29 Image Credits  http://trendmagnet.in/image/cache/data/Shirts/marketing-management-a-south-asian-perspective-400x400-imadddgp8s668frj- 900x900.jpeg  http://blog.stirstuff.com/wp-content/uploads/2013/04/imc.jpg  http://www.bmwblog.com/wp-content/uploads/bmw-m5-vs-mercedes-benz-e63-pic2.jpg  http://www.nas-stik.si/Portals/0/Content/Rotator/174201481919921compact-electric-car.jpg  http://www.differencebetween.info/sites/default/files/images/3/pepsodentcolgate.jpg  http://www.interlabels.com/images/labels/p_homecare.jpg  http://cdn.indiafreestuff.in/wp-content/uploads/2013/07/pizza-hut.jpg  http://mag-corp.com/blog/wp-content/uploads/2014/04/What-Are-The-Benefits-Of-Outsourcing-Your-Custom-Software- Development-In-India.jpg  http://www.blogcdn.com/green.autoblog.com/media/2012/07/2013-hyundai-elantra-mpg.jpg  http://manifestedharmony.com/wp-content/uploads/2014/04/creativity1.jpg  http://www.gapagap.com/blog/wp-content/uploads/2013/08/pepsodent.jpg  http://imagizer.imageshack.us/scaled/800x600/820/snn2.jpg  http://i1.ytimg.com/vi/Jn3Bbi_BTfY/hqdefault.jpg  http://3.bp.blogspot.com/-fZu2hVqTXjk/Ukb6EBY328I/AAAAAAAAAE4/cUL8gOxJxQ0/s1600/imageskomunikasi4.jpg  http://thepockettech.com/wp-content/uploads/2011/12/nokia-lumia-srk.jpg  http://www.barrycunningham.org/wp-content/uploads/2013/10/advertisingsocial.jpg Marketing Management | Kotler and Keller
  • 30. Sameer Mathur BuddingMarkets.com IIM, Lucknow, Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 BTech, Indian Institute of Technology, Roorkee 1995 – 1999 30 Prem Prakash Dewani IIM, Lucknow, Marketing Professor 2013 – Ph.D. (Marketing) 2007 – 2013
  • 31. Over 1 Million views from more than 100 countries Top 1% most viewed Prof. Sameer Mathur Over 250 presentations on Marketing www.BuddingMarkets.com