Chapter 15 MMAAA

www.axcesscapon.com www.wileyindia.
com
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved. PRESENTATION 15 OF 24 / 1
Managing Markets Strategically

Professor Noel Capon
R.C. Kopf Professor of International Marketing
Columbia Business School
New York, NY, U.S.A.
&
Professor Siddharth Shekhar Singh
Director Fellow Programme in Management & Associate Professor of Marketing
Indian School of Business
Hyderabad & Mohali, India
www.axcesscapon.com www.wileyindia.com Managing Markets Strategically
Section I: Marketing and the Firm

Section II: Fundamental Insights for Strategic Marketing
Section III: Strategic Marketing
Section IV: Implementing the Market Strategy
Part B: Communicating Customer Value
Chapter 15: Integrated Marketing Communications
Chapter 16: Mass and Digital Communication
Chapter 17: Directing and Managing the Field Sales Effort
Section V: Special Marketing Topics

www.axcesscapon.com www.wileyindia.com
CHAPTER 15
Integrated Marketing
Communications
www.axcesscapon.com www.wileyindia.com The Fundamental Business Model
Shareholder Value
Organizational Survival and Growth
Current and Potential Profits

Competitors
Attract, Retain, and Grow Customers
Competitors
Customer Value
Company
www.axcesscapon.com www.wileyindia.com Six Marketing Imperatives
• Imperative 1: Determine and recommend which markets to address

• Imperative 2: Identify and target market segments
• Imperative 3: Set strategic direction and positioning
• Imperative 4: Design the market offer
• Imperative 5: Secure support from other functions
• Imperative 6: Monitor and control
www.axcesscapon.com www.wileyindia.com Integrated Marketing Communications
Session Roadmap
• Communications challenges
• The communications process
• Communications tools
• Developing communications strategy
• Integrated marketing communications
Session Roadmap
www.axcesscapon.com www.wileyindia.com Communications Challenges
External
• Competitive communications
• Multiple information sources about the firm
• Public perceptions
• Regulators
• Noise
• Evolving communications technologies
• Social media
Internal
www.axcesscapon.com www.wileyindia.com Communications Challenges
External
Internal
• We don’t need it
• We’ve already done that
• It’s an unnecessary expense
• We need different messages for different audiences
Session Roadmap
www.axcesscapon.com www.wileyindia.com The Communications Process
Intended Message Message as Message as

Encoding Transmission Decoding
Message as Sent Received Understood
Chance of Chance of Chance of

Error Error Error
Session Roadmap
www.axcesscapon.com www.wileyindia.com Communications Tools
Personal
Personal selling
Telemarketing/Telesales Customer
Service
Word-of-mouth/
Social media
Mass
Advertising
Direct marketing Customer
Firm Packaging
Publicity & public relations
Sales promotion
Word-of-mouth/
Social media
Digital
Online advertising and public
relations
Customer
Websites
Blogs and microblogs
Quasi-personal communication
Mobile marketing
Session Roadmap
www.axcesscapon.com www.wileyindia.com Developing Communications Strategy
• Communications targets
• Communications objectives
• Communications messages
• Budgets
• Timing
Communications Targets: Illustration – Subcomponent Manufacturer
Push Strategy Subcomponent Subcomponent Pull Strategy

Manufacturer Manufacturer
Component Component
Finished-Goods Finished-Goods
Distributor Distributor
Retailer Retailer
Final Consumer Final Consumer

Flow of Goods
Push & Pull Strategies: Illustration – Personal Computers
Intel
CPU “We’re the best”
Chinese
Manufacturer
Motherboard “Use our parts”
Hewlett-Packard
Computer
(wholesale) “Carry HP products”
Best Buy
Computer
“Shop here”
(retail)
“Buy HP”
Final Consumer
“Intel Inside”
Flow of Goods
Communications Objectives: Subcomponent Manufacturer

Customer Type Communications Objectives
Component • Learn how to assemble firm subcomponents into customer components
Manufacturer • Purchase subcomponents for use in components
• Inventory sufficient components to satisfy finished-goods manufacturers
Finished-goods • Agree to purchase components for finished products

Manufacturer • Agree to place subcomponent brand on finished product
Distributor • Train salespeople to communicate benefits and sell finished products to retailers
Retailer • Agree to budget co-op advertising funds for finished products
Consumer • Become aware, understand, like, try, purchase, and continue to purchase
finished products
Communications Tools: Match Targets and Objectives

Communications Targets and Objectives
Identify Potential Qualify Potential Sell Qualified Sell and Service
Communications tool Retailers Retailers Retailers Retailers’ Customers
Personnel selling ****

Telemarketing/telesales ****
Individual service personnel
Sales and service teams ****
Advertising
Direct marketing ****
Publicity & public relations ****
Sales promotion
Online advertising and public relations
Website ****
Blogs and microblogs
Social media
Mobile marketing
Key Questions
1. Who are our communications targets?
2. What are our communications objectives?
3. What key message do we want to get across?
4. What communications tools shall we use?
5. What communications budget shall we set?
6. When is the right time to communicate?
Session Roadmap
Illustration
“ I don’t know who you are.

I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now – what was it you want to sell me?”
Corporate Business
Strategy
Market Strategy Market Strategy Market Strategy
Market Segment Market Segment Market Segment

Strategy Strategy Strategy
Promotion/Commun
Product Service Distribution Price
ication
Word-of-
Personal Mass Digital
Mouth/Social Media
Communication Communication Communication
Communication
Tele- Online Quasi-Personal

Field Sales marketing/Telesale Service Advertising Blogs and Communi- Mobile
Websites
s and Public Microblogs cations Marketing
Relations
Publicity
Advertising Direct Packaging & Public Sales
Marketing Relations Promotion
Session Roadmap
www.axcesscapon.com www.wileyindia.com
CHAPTER 15
Integrated Marketing
Communications

Chapter 15 MMAAA

Uploaded by

Copyright:

Available Formats

Chapter 15 MMAAA

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 15 MMAAA

Uploaded by

Copyright:

Available Formats

www.axcesscapon.com www.wileyindia.

Managing Markets Strategically

Section I: Marketing and the Firm

Section V: Special Marketing Topics

Organizational Survival and Growth

Current and Potential Profits

• Imperative 1: Determine and recommend which markets to address

Intended Message Message as Message as

Chance of Chance of Chance of

Communications Targets: Illustration – Subcomponent Manufacturer

Push Strategy Subcomponent Subcomponent Pull Strategy

Final Consumer Final Consumer

Push & Pull Strategies: Illustration – Personal Computers

Communications Objectives: Subcomponent Manufacturer

Finished-goods • Agree to purchase components for finished products

Retailer • Agree to budget co-op advertising funds for finished products

Communications Tools: Match Targets and Objectives

Personnel selling ****

“ I don’t know who you are.

Market Strategy Market Strategy Market Strategy

Market Segment Market Segment Market Segment

Tele- Online Quasi-Personal

You might also like