A N I N T E G R A T E D C O M M U N I C A T I O N S P R O G R A M I N S E R V I C E S M A R K E T I N G

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A N I N T E G R A T E D C O M M U N I C A T I O N S P R O G R A M I N S E R V I C E S M A R K E T I N G

  1. 1. AN INTEGRATED COMMUNICATIONS PROGRAM IN SERVICES MARKETING DR K V PRABHAKAR
  2. 2. Marketing Strategy Marketing Mix Integrated Communications Program Service Life Cycle Environment Competition Competitive Advantage Operational Position Target Market Consumer Position Service Outcome Servicescape Distribution Firm Image Promotion Price
  3. 3. Role of Communications <ul><li>Inform </li></ul><ul><li>Persuade </li></ul><ul><li>Influence consumer behavior </li></ul>All communications should be integrated so the same message is sent by every communication.
  4. 4. Communication Pre-Purchase Phase Objectives <ul><li>Reduce purchase risk </li></ul><ul><li>Increase probability of purchase </li></ul><ul><li>Develop corporate image </li></ul><ul><li>Build brand equity </li></ul><ul><li>Increase awareness </li></ul>
  5. 5. Communication Service Encounter Objectives <ul><li>Enhance customer satisfaction </li></ul><ul><li>Increase repeat purchase behavior </li></ul>
  6. 6. Communication Post-Purchase Phase Objectives <ul><li>Reduce cognitive dissonance </li></ul><ul><li>Stimulate positive word-of-mouth communications </li></ul><ul><li>Increase repeat purchase behavior </li></ul>
  7. 7. Image Analysis <ul><li>Determine relevant criteria </li></ul><ul><li>Survey customers and non-customers </li></ul><ul><li>Do a comparative analysis with competition </li></ul><ul><li>Determine desired position </li></ul><ul><li>Promote desired position </li></ul>
  8. 8. Integrative Communications <ul><li>Sustainable competitive advantage </li></ul><ul><li>Operational position </li></ul><ul><li>Customer value package </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Sales promotion </li></ul></ul><ul><ul><li>Personal selling </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Firm Image </li></ul></ul><ul><ul><li>Servicescape </li></ul></ul>
  9. 9. Role of Advertising <ul><li>Informative </li></ul><ul><li>Persuasive </li></ul><ul><li>Reminder </li></ul><ul><li>Action inducing </li></ul>
  10. 10. Advertising <ul><li>Make service more tangible </li></ul><ul><li>Decrease perishability </li></ul><ul><li>Reduce variability </li></ul><ul><li>Reduce inseparability </li></ul><ul><li>Reduce purchase risk </li></ul><ul><li>Reinforce consumer position </li></ul><ul><li>Strengthen brand loyalty </li></ul><ul><li>Enhance repeat purchase behavior </li></ul>
  11. 11. Sales Promotion Options Coupons Contests Sweepstakes Frequency Programs Price-offs Tie-ins Sampling Premiums Rebates Refunds
  12. 12. Communication Objectives Sales Promotions <ul><li>Coupons </li></ul><ul><li>Samples </li></ul><ul><li>Price-offs </li></ul><ul><li>Tie-ins </li></ul><ul><li>Coupons </li></ul><ul><li>Samples </li></ul><ul><li>Price-offs </li></ul><ul><li>Tie-ins </li></ul><ul><li>Frequency program </li></ul>Reduce purchase risk Increase purchase probability <ul><li>Excellent </li></ul><ul><li>Good </li></ul>
  13. 13. Communication Objectives Sales Promotions <ul><li>Premiums </li></ul><ul><li>Frequency programs </li></ul><ul><li>Premiums </li></ul><ul><li>Frequency program </li></ul>Develop firm image Build brand equity <ul><li>Excellent </li></ul><ul><li>Good </li></ul>
  14. 14. Communication Objectives Sales Promotions <ul><li>Contest and Sweepstakes </li></ul><ul><li>Tie-ins </li></ul><ul><li>Samples </li></ul><ul><li>Premiums </li></ul><ul><li>Samples </li></ul>Increase awareness Enhance customer satisfaction <ul><li>Excellent </li></ul><ul><li>Good </li></ul>
  15. 15. Communication Objectives Sales Promotions <ul><li>Coupons </li></ul><ul><li>Premiums </li></ul><ul><li>Frequency program </li></ul><ul><li>Price-offs </li></ul><ul><li>Rebates and refunds </li></ul><ul><li>Premiums </li></ul>Increase repeat purchases Reduce cognitive dissonance <ul><li>Excellent </li></ul><ul><li>Good </li></ul>
  16. 16. Communication Objectives Sales Promotions <ul><li>Premiums </li></ul><ul><li>Frequency program </li></ul>Stimulate Positive Word-of-Mouth Communications <ul><li>Excellent </li></ul><ul><li>Good </li></ul>
  17. 17. Operational Position Sales Promotions <ul><li>Coupons </li></ul><ul><li>Contests & Sweepstakes </li></ul><ul><li>Tie-ins </li></ul><ul><li>Samples </li></ul><ul><li>Price-offs </li></ul><ul><li>Frequency program </li></ul><ul><li>Premiums </li></ul><ul><li>Frequency program </li></ul>Cost Efficiency Customization <ul><li>Excellent </li></ul><ul><li>Good </li></ul>
  18. 18. Operational Position Sales Promotions <ul><li>Premiums </li></ul><ul><li>Samples </li></ul><ul><li>Tie-ins </li></ul><ul><li>Frequency program </li></ul><ul><li>Premiums </li></ul><ul><li>Frequency program </li></ul><ul><li>Samples </li></ul>Technical Service Quality <ul><li>Excellent </li></ul><ul><li>Good </li></ul>Functional Service Quality
  19. 19. Marketing Trends <ul><li>Sponsorship marketing </li></ul><ul><li>Cause-related marketing </li></ul><ul><li>Adventure marketing </li></ul>
  20. 20. Steps in Developing an Integrative Communications Program 1. Identify the target market 2. Identify the target purchase phase 3. Identify the consumption value 4. Determine the communication objectives 5. Determine the consumer image position 6. Design the message 7. Determine the promotional mix 8. Measure effectiveness
  21. 21. GUIDELINES FOR SERVICE COMMUNICATIONS <ul><li>PROVIDE TANGIBLE CLUES </li></ul><ul><li>MAKE THE SERVICE UNDERSTOOD </li></ul><ul><li>MAINTAIN COMMUNICATION CONTINUITY </li></ul><ul><li>PROMISE WHAT IS POSSIBLE </li></ul><ul><li>CAPITALIZE ON WORD OF MOUTH </li></ul><ul><li>INTEGRATE ALL TOOLS OF SERVICE COMMUNICATION </li></ul><ul><li>DIRECT COMMUNICATION TO EMPLOYEES ALSO </li></ul>
  22. 22. Approaches for Managing Internal Marketing Communications Goal: Delivery greater than or equal to customer promises Create Effective Vertical Communications Align Back Office Personnel w/ External Customers Create Effective Horizontal Communications Create Cross-Functional Teams
  23. 23. GUIDELINES FOR SELLING SERVICES <ul><li>THE PROBLEM OF RESISTANCE TO SELLING SERVICES IS COMMON </li></ul><ul><li>Follow the following guidelines to break the resistance: </li></ul><ul><li>1. ORCHESTRATION OF THE SERVICE PURCHASE ENCOUNTER </li></ul><ul><li>2. FACILITATION OF A QUALITY ASSESSMENT BY THE CUSTOMER </li></ul><ul><li>3. TANGIBALIZE THE SERVICES </li></ul><ul><li>4. IDENTIFY AND EVALUATE SUPPORT SYSTEMS </li></ul>
  24. 24. Metla Content: Task, product, services Content: entire organization Direction: External Direction: Internal

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