apple opposes, solves, nike exhorts,

8/14/2019 Apple Opposes, Solves, Nike Exhorts,

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solvessolves, Nike, Nike exhortsexhorts,,VirginVirgin enlightensenlightens,,

SonySony

dreamsdreams,,

BenettonBenetton protestsprotestsBrands are not nouns butBrands are not nouns but

verbsverbs. It all lies in how. It all lies in howJean Marie Dru, DisruptionJean Marie Dru, Disruption


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InformInform

PersuadePersuaderemindremind


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Classification of mediaClassification of media

Mass mediaMass media Reach large audiences, no instantaneous personalReach large audiences, no instantaneous personal

contactcontact Print, broadcast, billboards, etcPrint, broadcast, billboards, etc

Personal mediaPersonal media Human interactionHuman interaction

Direct selling, teleselling, etcDirect selling, teleselling, etc

Electronic interactive mediaElectronic interactive media Reach out to large audience thru personalisedReach out to large audience thru personalisedmessagesmessages Internet, mobile telephony, digital, atms,, kiosks, touchInternet, mobile telephony, digital, atms,, kiosks, touch

screens, MTV onlinescreens, MTV online


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ElementsElements

Personal sellingPersonal sellingPerson to person interaction forPerson to person interaction for

Persuading the buyer to a point of view, take a course ofPersuading the buyer to a point of view, take a course of

action, develop a customer relationship.action, develop a customer relationship.

Time investment required; but cultivates long term bondsTime investment required; but cultivates long term bonds

Customised, flexibleCustomised, flexible

Feed back of customer incorporated in the system itselfFeed back of customer incorporated in the system itself

Sales presentations, sales meetings,Sales presentations, sales meetings,

samples, fairs and trade show stalls etcsamples, fairs and trade show stalls etc


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AdvertisingAdvertising

Informative or persuasive message, nonInformative or persuasive message, nonpersonal medium, paid for by identifiedpersonal medium, paid for by identified

sponsorsponsor Large size of audienceLarge size of audience Cost efficient as compared to personal selling (per person in audience)Cost efficient as compared to personal selling (per person in audience) Control on content, dramatization possibleControl on content, dramatization possible Uniform, frequent, pervasiveUniform, frequent, pervasive Over all cost high, no personalization, low customization, feedbackOver all cost high, no personalization, low customization, feedback

Print broadcast ads, packaging, motionPrint broadcast ads, packaging, motionpictures, brochures, booklets, posters,pictures, brochures, booklets, posters,leaflets, billboards, pop displays, etcleaflets, billboards, pop displays, etc


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Why? To work on the mindWhy? To work on the mind Build awareness about co., pdt., idea, serviceBuild awareness about co., pdt., idea, service

etcetc Build imageBuild image Some degree of preferenceSome degree of preference

ButBut Most not creativeMost not creative

ShorterShorter Clutter,Clutter, generalisedgeneralised ROAI difficult to calculateROAI difficult to calculate


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Publicity / public relationsPublicity / public relations

Message carried by a non- personalMessage carried by a non- personalmedium, not paid by an identified sponsor,medium, not paid by an identified sponsor,

33rdrd party decides what is news worthy and inparty decides what is news worthy and in

what formwhat form

active seeking of 3active seeking of 3rdrd party endorsement isparty endorsement is

public relations- managed, organisedpublic relations- managed, organised Higher credibility,Higher credibility,

Factual not persuasive mostlyFactual not persuasive mostly

Not in mfrs controlNot in mfrs control

Advertisement is what you pay for PR isAdvertisement is what you pay for PR is

what you pray forwhat you pray for


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PENCILSPENCILS

P ublications P ublications magazines, annual reports, brochuresmagazines, annual reports, brochures E vents E vents sponsored events, trade showssponsored events, trade shows N ews- -N ews- - favorable stories,favorable stories, C ommunity involvement activities C ommunity involvement activities timetime

and money to local comm. Needsand money to local comm. Needs

I dentity media-I dentity media- stationary, bus, cards, corp. dressstationary, bus, cards, corp. dresscodes, all customer contactscodes, all customer contacts

L obbying activities L obbying activities political, legal relationshippolitical, legal relationshipmanagementmanagement

S ocial Responsibilty activities S ocial Responsibilty activities CSR activitiesCSR activities


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Sales PromotionSales Promotion Activities other than advt., pers. Selling, and PR thaActivities other than advt., pers. Selling, and PR tha

are used to persuade or stimulate the buyer over aare used to persuade or stimulate the buyer over a

specific period of timespecific period of time Works on behaviourWorks on behaviour

Galvanises customer into action. Achieves short term objectivesGalvanises customer into action. Achieves short term objectives

Temporary offersTemporary offers

Incentives, gain attentionIncentives, gain attention Good when superior pdt but low awareness, or attracting new customer withGood when superior pdt but low awareness, or attracting new customer with

loyalty bentloyalty bent

Samples, sweepstakes, contest, games, coupons,Samples, sweepstakes, contest, games, coupons,

rebates, entertainment, continuity programs, tie inrebates, entertainment, continuity programs, tie in

giftsgifts 30 70% of promotional budget30 70% of promotional budget

Trade promotionTrade promotion

Consumer promotionConsumer promotion


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Direct sellingDirect selling

Tele and net basedTele and net based

Database management, data miningDatabase management, data mining

and customisingand customising


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Personalselling

Advertising

publicity Salespromotion

Mode ofcomm.

Direct &personal

Indirect Indirect Indirect

Regular,recurrent

maybe yes No, onlynewsworthy

No, shortterm

Messageflexibility

Personalised,tailored

Conventionally uniform

Beyondcontrol

uniform

Sponsoridentified

yes yes no Yes

Controlswithmarkter

yes yes no yes

Cost high Low per none varies


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Decision making - 5 MsDecision making - 5 Ms

MissionMissionTo inform , persuade or remind ?To inform , persuade or remind ?

Hierarchy of effects modelHierarchy of effects modelAwarenessAwareness knowledge liking preferenceknowledge liking preference

convictionconviction purchasepurchase

AIDA modelAIDA modelCognitive (attention), affective( interest+ desire),Cognitive (attention), affective( interest+ desire),

behavioural (action)behavioural (action)


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MediaMedia

channels in tandem with the message and objectivechannels in tandem with the message and objective

Push strategy vs pull strategy

Type of pdt or market

Consumer goods advert., sales promotn, personal selling, PR.

Business goods Personal selling, sales promotion, advert, PR

Buyer readiness

Pdt life cyle stage


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MoneyMoney Affordability scaleAffordability scale

% of sales method% of sales method

Competitive parity methodCompetitive parity method

Objective and task methodObjective and task method


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MeasurementMeasurementRecall or recognitionRecall or recognition

persuasionpersuasion


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IntegratedIntegrated

communicationcommunication Depends on what are the customer purchase driversDepends on what are the customer purchase drivers

List all tools available and what do you expect each to doList all tools available and what do you expect each to do

Recognise all contact points where the customer willRecognise all contact points where the customer will

encounter the companyencounter the company

Let all tools work multi media campaignLet all tools work multi media campaign OyesterbayOyesterbay Titan tanishqTitan tanishq

Divya bhaskarDivya bhaskar

Let all 4 ps also compete and collaborateLet all 4 ps also compete and collaborate Eureka forbes,Eureka forbes,

Alchohol and smokeAlchohol and smoke

Customer value, convenience, cost, communicationCustomer value, convenience, cost, communication


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DetailingDetailing Doctor meetingDoctor meeting

Exhibitions and conferencesExhibitions and conferences Lunch or dinner meetingsLunch or dinner meetings TrialsTrials SamplesSamples PAMsPAMs Scientific publications andScientific publications and

reprintsreprints Journal advertsingJournal advertsing Direct mailDirect mail Medical audio / video tapesMedical audio / video tapes Company magazineCompany magazine Distribution reward programsDistribution reward programs PRPR Social activitySocial activity

PURCHASEPURCHASEDRIVERSDRIVERSEvaluation of theEvaluation of the

productproductRespect for salesRespect for sales

personpersonImage ofImage of

companycompany

Eg. Pharma


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Pdt evaluationPdt evaluation Effectiveness, dosage features, side effects, how long in mktEffectiveness, dosage features, side effects, how long in mkt

Pdt managementPdt management Symposia, articles, Samples, journal ads, direct mail, video cassettesSymposia, articles, Samples, journal ads, direct mail, video cassettes

SalespersonSalesperson Knowledge, character, responsiveness, likability, special talents, appearancKnowledge, character, responsiveness, likability, special talents, appearanc

Relationship managementRelationship management Selection, training, recruitmentSelection, training, recruitment

CompanyCompany Scientific and social standing, trust, helpfulness, image, expertsScientific and social standing, trust, helpfulness, image, experts

Image managementImage management Feature articles, sponsorships, civil actions, audio cassettes, IRCFFeature articles, sponsorships, civil actions, audio cassettes, IRCF

Launch of CAPDLaunch of CAPD


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Sales promotion relatedSales promotion related

decisionsdecisions Establish objectiveEstablish objective For customerFor customer

Attract new triersAttract new triers

Encourage large sized purchase (maggi)Encourage large sized purchase (maggi)

Reward loyal customers (annual programes)Reward loyal customers (annual programes)

Increase repurchase of occasional users (pokemon cards,Increase repurchase of occasional users (pokemon cards,

tazos, mcdonalds and walt disney, finding nemo,)tazos, mcdonalds and walt disney, finding nemo,) For retailersFor retailers

Cooperation and compliance of consumer tgt programsCooperation and compliance of consumer tgt programs(handling charges, sp. Discounts, POP competitions)(handling charges, sp. Discounts, POP competitions)

For wholesalersFor wholesalers

Aggressive sales force activity and wholesaler end. (tickets toAggressive sales force activity and wholesaler end. (tickets tosingapore, dealer meets, bell ceramics)singapore, dealer meets, bell ceramics)


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Select toolSelect tool Wholesaler retailersWholesaler retailers

Trade shows (paper and printing in germany, aquarium in singapore)Trade shows (paper and printing in germany, aquarium in singapore) ContestsContests Display equipment, POP displays (Eno, Pepsi)Display equipment, POP displays (Eno, Pepsi)

AllowancesAllowances

ConsumersConsumers Sampling (door to door shampoo saches)Sampling (door to door shampoo saches) Coupons (oysterbay), (newspaper ads)Coupons (oysterbay), (newspaper ads)

Rebate (maruti service station, send 3 covers, caps, )Rebate (maruti service station, send 3 covers, caps, ) Contests (indian idol?, milkmaid recipe)Contests (indian idol?, milkmaid recipe)

sweepstakessweepstakes Premiums (jet travellers get lounge facility, 1+1)Premiums (jet travellers get lounge facility, 1+1) POP displays (moving screens,)POP displays (moving screens,) Product placementsProduct placements

Tie ins (FR and pepsi)Tie ins (FR and pepsi)


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Develop the programDevelop the program Size of incentiveSize of incentive

ConditionsConditions

DurationDuration

Distribution vehicleDistribution vehicle

TimingTiming

Total budgetTotal budget


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Implement, EvaluateImplement, Evaluate Sales DataSales Data

Consumer surveysConsumer surveys

ExperimentsExperiments


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