Marketing communication
Lecture 2
Martin Westbeek 2014
• Sagatiba: development of an ad campaign.
• 1-18, 21-37
Marketing communication plan
•Research into consumer, product, competition
•Marketing communication target groups
•Marketing communication objectives
•Marketing communication strategy
(position and proposition)
•Concept development / creation
•Marketing communication mix
•Media
•Implementation/execution
•Evaluation
Let’s dive in!
Marketing communication plan
•Research into consumer, product, competition
•Marketing communication target groups
•Marketing communication targets
•Marketing communication strategy
(position and proposition)
•Concept development / creation
•Marketing communication mix
•Media
•Implementation/execution
•Evaluation
Research into consumer, product, competition
Psychology: consumer behavior: how do people become
aware of, learn, select, choose, use, remain loyal to, share
their experience with and dispose of a product?
Depends on their involvement, which in turn depends on a
lot of variables – mention some?
Research into consumer, product, competition
Psychology: consumer behavior: how do people become
aware of a product, learn, select, choose, use, share their
experience with and dispose of a product?
Depends on involvement, which in turn depends on a lot of
variables – mention some?
- Immediate need
- Visibility of product for others
- Price of product
- Similarity of products offered
- Life of product
- Peer group behavior
- etc.!
Research into consumer, product, competition
Involvement 1: FCB matrix
To which extent do knowledge or emotion dominate
purchase process?
Involvement
Cognitive
Affective
Low
Foodstuffs,
A
household,
cleansing prod.
Cigarettes,
Alcoholic
beverages,
Sweets
C
High
Mortgage,
Insurance,
Carpets
Clothing,
Cosmetics,
Jewellery
D
A: do, learn, feel.
B: learn, feel, do.
B
C: do, feel, learn.
D: feel, learn, do.
Research into consumer, product, competition
Involvement
To which extent do knowledge or emotion dominate
purchase process?
Involvement
Low
High
Cognitive
Foodstuffs,
Make it a habit
household,
Generate awareness
(pos)
cleansing
Push by promotions
Mortgage,
Insurance
Carpets
Affective
Cigarettes,
Alcoholic
beverages,
Sweets
Clothing,
Cosmetics,
Jewellery
Beware: coffee isn’t coffee and bread isn’t bread!!
Research into consumer, product, competition
Involvement
To which extent do knowledge or emotion dominate
purchase process?
Involvement
Cognitive
Affective
Low
Foodstuffs,
household,
cleansing
Cigarettes,
Alcoholic
beverages,
Sweets
High
Mortgage,
InformationInsurance
Try before uCarpets
buy
Demos, samples
Clothing,
Cosmetics,
Jewellery
Beware: coffee isn’t coffee and bread isn’t bread!!
Research into consumer, product, competition
Involvement
To which extent do knowledge or emotion dominate
purchase process?
Involvement
Cognitive
Affective
Low
Foodstuffs,
household,
cleansing
Cigarettes,
High attention value
Alcoholic
Brand loyalty (repeat purch.)
beverages,
Focus on gratification
Sweets
High
Mortgage,
Insurance
Carpets
Clothing,
Cosmetics,
Jewelry
Beware: coffee isn’t coffee and bread isn’t bread!!
Research into consumer, product, competition
Involvement
To which extent do knowledge or emotion dominate
purchase process?
Involvement
Cognitive
Affective
Low
Foodstuffs,
household,
cleansing
Cigarettes,
Alcoholic
beverages,
Sweets
High
Mortgage,
Insurance
Carpets
Clothing,
Convey emotion
Cosmetics,
Psychological added value
Jewelry
Visual
Thematic
Beware: coffee isn’t coffee and bread isn’t bread!!
Research into consumer, product, competition
Involvement 2: R&P matrix
Function for consumer: solving problems or adding value?
Involvement
Informational
- to 0
Transformational
0 to +
Low
Foodstuffs,
Painkillers,
Cleansing prod.
Cigarettes,
Alcoholic
beverages,
Sweets
High
Mortgage,
Washing machine
Insurance
Clothing,
Holiday trips,
Jewelry
- Negative or positive purchase motivation?
- Increasing involvement (adding lifestyle to problem solvers)
Research into consumer, product, competition
High involvement: hierarchy of effects
Knowledge (cognition) brand awareness
brand knowledge
Attitude (affect)
attitude towards brand
brand preference
Behavior (conation)
intention
purchase
liking, sharing, engagement (online)
Important for your objectives!
Research into consumer, product, competition
Low involvement: Dissonance-attribution hierarchy
aka ATR model (awareness, trial, repeat): if a brand is
perceived as more sympathetic it will be chosen. If the brand
meets expectations it will be selected again and people learn
about and appreciate the brand.
Brand awareness
Purchase
so??
Knowledge/attitude
Repeat purchase
Research into consumer, product, competition
Low involvement: Dissonance-attribution hierarchy
aka ATR model (awareness, trial, repeat): if a brand is
sympathetic it will be chosen. If the brand meets expectation
it will be selected again and people learn about and
appreciate the brand
Brand awareness
Purchase
Knowledge/attitude
Repeat purchase
High media pressure
Attention for brand name
Repeat (recall and recognition)
POS
Sales Promotions
Research into consumer, product, competition
Involvement somewhere in between: scanning-focusing
hierarchy
Confrontation
scanning
Attention
Primary affective reaction
focusing
Knowledge
Attitude
attitude
Buying intention
Purchase
Satisfaction
New York Pizza
Dyson
Research into consumer, product, competition
Values and meanings
Whatever the involvement is: make a means – end chain
(laddering)
Again: coffee isn’t coffee!
Features
-
physical
psychological
Benefits
-
functional
psychological
Values
-
instrumental
terminal
Research into consumer, product, competition
Means – end chain (laddering)
Features:
Benefits:
Values:
Oil of Olaz contains moisturizer Retinol
helps fight wrinkles
being desirable
Features:
Benefits:
Values:
Volvo has 12 airbags
protects all passengers
being a good parent
Features:
Benefits:
Nikon has a CMOS-3 processor
always ready for a next shot, so catch all
those precious baby moments on camera
reliving memories/eternalizing your life
Values:
Research into consumer, product, competition
Product: life cycle
Introduction: brand awareness, information, focus on
novelty, test purchase, high communication pressure (trade
channel).
Growth: rise of competition, private labels, focus on brand
preference, mass media.
Maturity: preserving brand preference,
actions, promotions,
product varieties, (re)positioning.
Decline: limited support, focus on price.
Research into consumer, product, competition
Competition:
Who are my direct competitors?
What distinguishes them from us?
What communication strategy do they use?
What claims and arguments do they use?
What distribution channels do they use?
What media do they use?
Use a weighted feature – benefit – performance type matrix
(p.113)
Research into consumer, product, competition
Feature
Benefit
to
target
group
Performance
Brand A
Performance
Brand B
Performance
Brand C
Performance
Brand D
Quality
1
+
+
0
+
Design
2
+
-
0
+
Price
3
-
-
+
+
Service
4
0
-
0
-