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Ihecs12 13
 

Ihecs12 13

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    Ihecs12 13 Ihecs12 13 Presentation Transcript

    • Marketing communication Et pas Théorie de la pub.
    • La strat de l’entreprise• La strat de com est unoutilquisert à aiderl’entreprise à poursuivre sa stratégie.
    • 1.Stratégie d’entreprise(sources: Karel Cool, Ali Syedain, Jean Perarnad, David Aaker)1.1. Les objectifs marketing de l’entreprise Increase cash flow Penetrate Develop The the market market Increases Attractusersf Enter Attract ales per romcompetit intonews non-users customer ion egments Retentionequity Valueequity Brand equity
    • 1. Stratégied’entreprise1.2. Développement du marché: PIMS- Boston Consulting Group La matricecroissance et Parts de marché High STARS DILEMMAS Croissance du marché CASH COWS DOGS Low High Low Parts de marché
    • 1. Stratégied’entreprise 1.3. Développement en fonction de la profitabilité du secteur Fixer la marge Les coûts de la chaîne Les prix d’approvisionnement substituts substituts substituts substitutsFournisseurs Fournisseurs Fournisseurs Capacité du Demandede X de Y de Z marché sur lemarché Nouveaux Nouveaux Nouveaux entrants entrants entrants Nouveaux entrants Qui va en profiter à LT ? Quelle rentabilité à long terme ?
    • 1. Stratégied’entreprise1.4. Exercicepratique• Pressequotidienne• Test-Achats• La Poste• Les sériestélés…
    • 2. La stratégie du consommateur 2.1.Exemples de stratégies-mettreunecravatepour aller à la banque-suivre avis experts-comparer-négocier-et toujoursGoogeliserQuelsautres ?
    • 2. La stratégie du consommateur2.2. Les troispôlesd’influence Experience Notoriété Valeur Brand equity, Experience(Retention) equity, Valueequity
    • 2. La stratégie du consommateur2.3. Lepaysage de la demande -influence des motivations (Maslow) -typologie consommateur et courbed’adoption: innovators, aspirers, mainstreamers, succeeders, laggards -lepaysage de la demande ( ErichJoachimsthaller, Hidden in plainsight)
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande social Contact Cultural B Goals.................That for which I strive E H A Activities............That I must do to achieve V my goals I O R Priorities............That I must invest in Physical TemporalPerson Product Needs and WantsFrustrations and passions
    • 2. La stratégie du consommateur Structure of the demandscape(inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lemainstreamer
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: Aspirer
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lesucceederStability and duration are achievedbylinking to stable andenduringthings. The Succeedercharacterisationwillbe at home inthe Establishment, in the hierarchical/competitive businessworld, in enduringinstitutions. To achievepersonalstabilityhe/sheis motivated to meet challengewithachievement,with high levels of personalconfidence, strong goalorientation, firmjudgement, workethic and organisation.SucceederCommunicationOver and above all, the aim of the Succeeder’sControlmotive is aseparationfrom the mass. Notonly the obviousprestige, butalsosubtletiessuch as nevershowing a protagonist aspart of a crowd.The Succeedercharacter’sself-image is ofsomeoneorganisingcomplexity, solvingproblems, controllingambiguities. Visual styleshouldreflectthis – the content maybecomplex, but the presentation is tidy and ordered.Naturaldelegators, they are lookingforuseful and practical itemsand reallyenjoy
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: l’explorerDISCOVERY meanstakingrisks,experimentingwithlife - leaving thethe familiar to find out whoyou are, home/school/workroles andfree obligations, responsibilities and Thisquestforidentity is whatthe characterisationembodies - young, butnotnecessarily.Extreme adrenalineexperience, adventure, sensation, hedonism, speed and danger.Couldbe sport, travel, drugs, intellect, music, and cinema…Breakingestablishedrules and codes, respondinginstead toyourownimpulse. Establishing a personaldifference, sometimesshock tactics. Company of friends. Confident, optimistic, open tochange and newexperience - activelyseeking thenew,unusual, unconventional. Acquisitions areultimatelydisposable.Explorer CommunicationHave a point of view ifyou want Explorer respect. The Explorercharacterridicules the normalconventional and stereotypedwaysof communication. The rules must
    • 2. La stratégie du consommateur (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lereformerTheyneedfreedom to followtheircourseThisgenerallyrequires a standard of educationand income. First rule of freedom is to disagree… Freedomfrompersonalrestriction –especiallyimposedroles and rules. Freedom to express yourself, freedom ofmovement, tolerance of chaos, eclectic decor, looseclothing, large rooms andwindows.Personalgrowth – creativity, aesthetics, awareness.Socialconscience – activeonbehalf of other’sfreedoms. The freedom to askquestions…to disobeylaws and rulesthat are wrong. Notimpressedbystatus, notconcernedwithrespectability - though taste maybe a basis of judgingothers.No certainties – notone right answer. Independent decision-makingon the basis ofintrinsicvalues. For instance, preferencefor easy to readanaloguevsflashy digital. Resistance to hybridconceptssuch as thewasher/dryer.ReformerCommunicationThe firstimpulse is to disagreewithpropositionsthat are put forward.Alsocuriousandenquiring. The Reformerloveswords, enjoysdebate, and willgivethoughtto conceptsandideas. Theywillmake up theirownmindsaboutyourproposition..
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: leresignedpoorPast orientation, resistance to change and innovation.Responsive to authority – those in charge know best. Pro law&order. Duty, self-sacrifice - strongopinions as towhatpeopleshould/must do. Roles and rules – woman’s place inthe home, young men in the army.National chauvinism. Enjoyment of the quietlife -dailyshopping, personalresourcefulness, friends and family.ResignedCommunicationThe right thing to use. For instance, expert opinion.Look to the past - forinstance, classhierarchy was morepersuasive. Simple and straightforward, nothing complex, nofancy ideas. Avoidovertlysexualcolours, sensualmessages …forgethormones in general.
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lestrugglerThe need to escape ariseswhen the reality of yourlife isdepressing and you are unable to changeit. The problem ispersonal.Characteristics: – pooreducation, poor up-bringing, animpoverishedexperience. The only hope is that helpwillcomefromoutside, maybe a lottery win, orthrough aphysicalskillsuch as mending cars, wrestlingorboxing. Otherwiseescape canbefoundthrough alcohol, drugs, TV.Low self-esteem - frustratedmaterialdesire. Need flash trainers tomakean impact. Alienation - living in a successfulconsumersociety and all toooften the onlooker.Lackdirection, discipline, order and organisation, difficult to setand achieve goals.Gang culture - toughon the outside, soft on the inside. Rites ofbelongingsuch as tattoos and scars. Wide boy, street-wise, Jack-the-lad. Basicsneglected – junk fooddiet.Livingon the edge - breakthe rulessimply to survive. Excitement, sensation.StrugglingCommunicationHard to express feelings.
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
    • 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
    • 2. La stratégie du consommateur (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
    • 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy Largementinspiré du modèle AIDA qui date de 1948 ?
    • 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy
    • 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy
    • 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy
    • Part 3 la com• Quelstratégie de communication ? -le push et le pull -ATL BTL -le message clé -lesautcréatif• Commentcréerl’adhésion: pourquoi Apple est plus fort que Samsung
    • • Quesavoir de la pub ?• Les agences• Confusionouconviction ?• Quelleagencechoisir ? Commentchoisir ?• Commenttravailleravecuneagence comme client, comme employé, comme fournisseur?• Queréservedemain
    • • Quesavoir du numérique ?• Son impact sur la -société -consommation -communication -éducation -gestion…
    • • Votrerôle ?• Un stage pourquoi ? Où ?• Comment se faire une place ?• La passion et la raison ?• Les synergies• La collaboration: agenceparticipative, pub participative