Marketing communications – Week 7 marcoms plans PDF

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Week 7 revision summary table...

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Marketing communications – Week 7 marcoms plans, campaign tactics and management SOSTCE model

Different generations

Social class

Situational analysis

1945-65 baby boomers: - Luxury, high quality, not bargain hunters, less critical of marketing techniques 1965-80 generation x: - High spending, materialistic, ambitious, need for individualism, critical of marketing techniques 1980-2000 generation y: high buying power, high expectations of services and relationships, marketing and technologically savy, less brand loyal, viral marketing is key Determined by factors including: - Place of residence - Cultural interests - World view - Money - Value SWOT (micro analysis) - Strengths and weaknesses (internal)

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Different analyses

Situational analysis questions

Opportunities and threats (external)

PESTLE (macro analysis) - Political - Economic - Sociological - Technological - Legal Organisational analysis - Present and sale profit - Resource availability - Previous campaigns and results Competitor analysis - Identification of direct and indirect - Differences of brands - Future plans of competitors Consumer analysis - Motivations to buy - What consumers look for in the brand - Brand perceptions Market analysis - Significances of segments - Patterns of sales of different geographic regions - Market opportunities Product analysis - Are features the customers expect there? - Does product delivery meet consumer expectations? - Is the product readily available in the market and stores? How are we performing? What are our distinctive marcoms advantages?

Situational analysis positioning

Objectives

How effective is our marketing mic? Are we focusing on the best segments and right type of consumers? Are we using appropriate channels of communication? What uncontrollable events or trends impact the business? Segmentation, targeting, positioning Quality Style Cost Status Originality SMART – specific, measurable, achievable, realistic, timely - Provide direction and an action focus - Provides a means by which decisions, relating to an activity, can be made in a consistent way - Determine the time period within which the activity should be completed - Communicate the values and scope of the activity - Provide a means by which the success of an activity can be evaluated 3 major objectives: corporate: - Refers to the businesses mission and area Marketing: - Sales - Cross selling - New product launch - Market share Marcoms: - Provide balance to the plan and take away the sole emphasis on sales - Indicate positioning analysis - Highlight the required balance of the communications mix - Provide parameters for the campaign

Aided brand awareness questions Unaided brand awareness questions Strategies

- Means for evaluation of communication activities Prompt people with you brand name to see if they recognise it Open ended questions where you don’t mention your brand name specifically Marketing objectives determine the marketing strategy, which determines the communications objectives, which determines the communication strategy. Communication strategy setting requires knowing or establishing the: - Target audience - Positioning of the brand - Distribution channels - Competition

Push vs pull strategies

Push: - Trade promotions - Buying allowances - Advertising or sales promotion allowances

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Tactics

Control

A creative brief

Slotting allowances Point of sale materials/training

Pull: - Brand building - Customer promotions - Consumer competitions Cognitive = awareness and attention = advertising Affective = interest, desire and liking = sponsorship Conative = purchase = direct marketing Introduction = awareness and trail = advertising and point of sale Growth = brand building and distribution = sponsorship and push Maturity = increase market share = sales promotion Decline = minimise costs = point of sales Are we achieving objectives? - Efficiency and effectiveness - Never leave until the end - Identity benchmarks - Implement contingency plans Specifically focused on specific aspects of the marcoms process – does not need to be broad. Provides the creative team with a short overview of the most important issues to consider in the development of an advertising campaign. Purpose – desired reaction of target audience Profile – age, gender, attitudes Directional – what communication needs to achieve/problem to be solved Inspirational – more that give creative team a springboard for a campaign (creative platform) Why are we communicating?

Who to? What do they know? What are they saying? How are we sating it? Proof? Guidelines? Requirements?...