Week 2 Chapter 4 - Marketing Communications Planning PDF

Marketing Online Communication Marketing Communications Planning (chapter 4) Today Situation analysis Segmenting – Targeting – Positioning – Market segmentation – Effective segmentation – Targeting strategies – Selecting target groups Marketing Communication Objectives Marketing Commu...

Marketing Online Communication Marketing Communications Planning (chapter 4) Today Situation analysis Segmenting – Targeting – Positioning – Market segmentation – Effective segmentation – Targeting strategies – Selecting target groups Marketing Communication Objectives Marketing Communications Strategy – Message strategy – Creative strategy Course learning outcomes Students understand the process of segmenting, targeting and positioning and have a clear overview of the criteria for segmenting markets. They understand what the requirements for good segmentation are and learn about the strategies for targeting (online) market segments. Students get an overview of the various goals and objectives of marketing communications campaigns, are able to develop a message strategy and know about the different positioning strategies. Students understand the relation between stages in the product life cycle (PLC) and communication objectives. The Communications Plan Source: De Pelsmacker (2021)  Situation Analysis Source: https://ivto.org/ The organizaton Vision Mission Strategy Resources Symbolism Communication Behaviour Products and services Web of relational actors  Company’s Marketing Environment Macroenvironment consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces. Source: Kotler,P, G. Armstrong, 2018 (p.80)  SWOT Analysis Source: Kotler,P, G. Armstrong, 2018 (p.80)  Market Segmentation Consumer market segmentation variables Source: De Pelsmacker (2021)  General Objective: Geographic segmentation Countries State Province Continent Region Cities / countryside Neighbourhoods It is useful when there are geographic locational differences in consumption patterns and preferences. General objective: Demographic segmentation Age Gender Life cycle Family size Religion Income Education  Generational names Source: thoughtco.com General Inferred (Psychographic) segmentation Social class Lifestyle Personality Specific (behavioral) segmentation (Objective) Occasion Loyalty Status User status Usage rate  Specific Inferred (psychographic) segmentation Benefit Buyer readiness Source:https://sporked.com/article/best-salty-snacks/  From segmentation to persona: Who is the Consumer? Customer demographics, Frustrations, Behaviour patterns, Goals, Motivations, Communication tools  Effective segmentation Requirements for effective segmentation Source: De Pelsmacker (2021) Targeted  Targeting Strategies Source: Mrs. Gracy Dsouza , J. M. Patel College of Commerce  Concentration on One Segment One product for one market Source: https://robbreport.com/style/watch-collector/rolex-history-2900561/ Selective Specialization Different products for different segments Product Specialization One product for different segments Market Specialization Different products for one group Full Market Coverage Target all customers groups with all products they need  The integrated communications plan Source: De Pelsmacker (2018), p.127 Objectives Corporate objectives (profit, continuity, growth) Marketing objectives / policy objectives (sales, turnover, market share) Communication objectives (category need, brand awareness, comprehension / brand knowlegde, brand attitude, purchase intention, purchase facilitation, purchase, satisfaction, brand loyalty  Objectives Source: De Pelsmacker (2018), p.148 Marketing Communications Objectives Source: De Pelsmacker (2018), p.149 1. Category wants or needs Show the product satisfies certain needs. 1. Category wants or needs Show the product satisfies certain needs. 2. Brand awareness Can the target group recognize the brand? Or mention the brand without help? 2. Brand awareness Can the target group recognize the brand? Or mention the brand without help? 3. Brand knowledge What does the target group know about the product / brand? 4. Brand attitude Does the target group take a positive/negative view of the brand? 5. Purchase intention Is the target group planning to actually buy the product? 6. Purchase facilitation Reassure the target group that there are no barriers 7. Purchase / Conversion Aimed at direct sales or direct action 8. Satisfaction Aimed at what happens after the purchase. 9. Brand loyalty How loyal are your customers to your brand? Objectives Source: De Pelsmacker (2018), p.149  Customer Journey Source:https://www.thehuddle.nl/  Communication strategy “How are you going to reach your communication objectives” => What and how to communicate Source: De Pelsmacker (2021) Message strategy The general message that will be communicated => what are we going to say to the consumer? It defines how brands communicate with stakeholders and the wider audience, ensuring consistency across all platforms. A well-crafted messaging strategy aligns company values, objectives, and market positioning, driving brand loyalty and enhancing business growth.  USP https://userpilot.com/blog/messaging-strategies/  Nike Source: https://amultani.com/nike-ui  Creative Strategy Source: De Pelsmacker (2021) Liesbeth Mingardo Lecturer International Communication [email protected]