amazing young business builders communications. 2 communications business communication internal –...
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Amazing Young Business BuildersAmazing Young Business Builders
Communications
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COMMUNICATIONSCOMMUNICATIONS
Business communication
Internal – to communicate between people involved in the project.
External – to communicate with possible consumers. It can be done through many different channels. Marketing is the most important of all.
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MarketingMarketing
‘‘the purpose of a business is to create and keep a customer.’’
Theodore Levitt
Marketing is used to create the customer, to keep the customer and to satisfy the
customer.
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The marketing mixThe marketing mix
The primary responsibility of marketing is optimizing the marketing mix to reach business
success.
The 4 P's ModelThe 4 P's Model
PProduct PPricePPlacePPromotion
The 4 C's modelThe 4 C's model
CConsumerCCostCConvenienceCCommunication
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The 4 P's ModelThe 4 P's Model
PProduct
A tangible object or an intangible service that is mass produced or manufactured on a large
scale with a specific volume of units.
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The 4 P's ModelThe 4 P's Model
PPrice
The price is the amount a customer pays for the product. It is determined by a number of factors
including:
market shareCompetition
material costsproduct identity
the customer's perceived value of the product
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The 4 P's ModelThe 4 P's Model
PPlace
Place represents the location where a product can be purchased. It is often referred to as the
distribution channel. It can include any physical store as well as virtual stores on the Internet.
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The 4 P's ModelThe 4 P's Model
PPromotion
Promotion represents all of the communications that a marketer may use in the marketplace.
Promotion has five distinct elements:AdvertisingAdvertising
public relationspublic relationsword of mouthword of mouthpoint of salepoint of salePackagingPackaging
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The 4 P's ModelThe 4 P's Model
PPromotion
AdvertisingAdvertising
covers any communication that is paid for, from cinema commercials, radio and Internet adverts
through print media and billboards.
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The 4 P's ModelThe 4 P's Model
PPromotion
Public RelationsPublic Relations
Communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events.
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The 4 P's ModelThe 4 P's Model
PPromotion
Word of MouthWord of Mouth
It is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to
create word of mouth momentum.Sales staff often plays an important role in word
of mouth and Public Relations.
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The 4 P's ModelThe 4 P's Model
PPromotion
PackagingPackaging
Assembling multiple products or services to sell in a package.
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The 4 C's modelThe 4 C's model
CConsumer – CCost – CConvenience – CCommunication
Characteristics:
*more consumer-oriented*fits better in the movement from mass marketing to
niche marketing
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The 4 C's modelThe 4 C's model
CConsumer(product)
shifting the focus to satisfying the consumer, to creating a custom solution (capability) rather than pigeon-holing a customer into a product
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The 4 C's modelThe 4 C's modelCCost
(price)
Many factors affect cost:
Price factors+
*the customers cost to change or implement the new product or service
*the customers cost for not selecting a competitors capability
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The 4 C's modelThe 4 C's model
CConvenience(place)
With the rise of internet and hybrid models of purchasing, place is no longer relevant.
Convenience takes into account the ease to buy a product, find a product, find information about
a product, and several other considerations.
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The 4 C's modelThe 4 C's model
CCommunication(promotion)
Communications represents a broader focus than simply promotions. Communications can include
advertising, public relations, personal selling, viral advertising, and any form of communication
between the firm and the consumer.
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COMMUNICATIONCOMMUNICATION
The image
Communication strategies
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The ImageThe Image
Corporate image
Brand image
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Brand ImageBrand Image
'The perception of your product or your brand by the consumer.'
'Impression in the consumers' mind of a brand's total personality (real and imaginary qualities). It consists of all the information and expectations
associated with a product or service.'
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Corporate ImageCorporate Image
"image is everything"
In order for a company to grow and be successful, it needs to develop an image and the image
needs to be positive.By developing what is called a corporate image, a
company can distinguish itself from the competitors in the community.
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Corporate ImageCorporate Image
This image portrays what the company represents, its values, beliefs and
productivity.
The corporate image is responsible for increasing sales and business for the
company.
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Corporate ImageCorporate Image
A corporation's image is not solely created by the company. Other contributors to a company's
image could include:
News media, journalists, labor unions, environmental organizations, and other
NGOs
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Corporate ImageCorporate ImageCorporate Image affected by ONG's
Corporate Image affected by Health Institutions
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Corporate imageCorporate image
Corporate image basic ingredients:
Creativity
Name & Logo
Colour scheme & Fonts & Shapes
Slogan (& Music)
Advertising
Sales promotions & public relations
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LogosLogos
graphic mark or emblem commonly employed by commercial enterprises, organizations and even
individuals to aid and promote instant public recognition.
Logos are either purely graphic (symbols/icons) or are composed of the name of the
organization (a logotype or word mark)
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LogosLogos
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A Logo's meaningA Logo's meaning
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Logo evolutionLogo evolution
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Logo AnalysisLogo Analysis
ExerciseExercise
Take the logos created in your class and analize them paying attention to meanings retrieved from:
ColoursFonts
ShapesName
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Communication Strategies for Communication Strategies for marketingmarketing
How to gain customers?How to gain customers loyalty?
by means of:
PromotionAdvertising + sales promotion
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AdvertisingAdvertising
Advertising is a form of communication intended to persuade its viewers, readers or listeners to take
some action, usually to persuade potential customers to purchase or to consume a particular
brand.It usually includes the name of a product or service
(brand) and how that product or service could benefit the consumer.
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Types of Advertising ITypes of Advertising I
CommercialsCommercials
A television advertisement or television commercial – often just commercial or TV ad (US), or advert or ad
(UK/US), – is a span of television programming produced and paid for by an organisation that conveys
a message.
InfomercialsInfomercials
long-format television commercials, typically five minutes or longer.
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Types of Advertising IITypes of Advertising II
Radio advertising
Press advertising
Online advertising
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Types of Advertising IIITypes of Advertising III
Mobile billboard advertising
Billboard advertising
Instore advertisement
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Types of Advertising IVTypes of Advertising IV
Covert advertising
Celebrities
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Marketing StrategiesMarketing Strategies
ExerciseExercise
Take one of the following brands and analyse their communication strategies.
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Now, it's your turn!Now, it's your turn!
ExerciseExercise
Create the image and desig the best markenting strategies for your business using the 4 C's model.