ABSTRACT
Explain how strategy formulation and decisions, relating to the selection of markets, impact at an operational level on the planning and implementation of the co-ordinated marketing mix
Explain the role of branding and its impact on the marketing mix decisions
Describe methods for maintaining and managing the brand
Explain how the marketing communications mix is co-ordinated within the marketing plan
Syllabus Reference: 3.2-3.4, 3.10
KEY REV IS ION PO INTS
The Marketing Mix in the context of marketing planning
Push, pull and profile strategies Aims and objectives of the promotional
communications process Branding and brand strategies The Promotional Mix
Push Strategy – this is where the manufacturer takes the decision to concentrate their communication efforts on members of the distribution channel. The basis of this strategy is to promote directly to the suppliers, therefore pushing the products down the line to reach the customers throughout various channel members
Pull Strategy – this strategy operates in contrast to the push strategy and requires the manufacturer to create a demand for the product through direct communication with the customers. The aim is to create the demand and to direct promotions to the supply chain and pull the product upwards through the channels, through customer demand
Profile Strategy – Profiling is the task of building up a fuller picture of the target segments and is achieved by taking a group of what is commonly known as descriptors, based around traditional segmentation criteria. The idea is that while the customer base might have matching demographics, their socioeconomic needs might differ and result in differing customer needs
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A brand is a powerlul tool
it describes the personality of a
Brands are complex and
perspective
A successful brand is an identifiable product service, person or place, augmented in such a way that the buyer or user perceived relevant,
unique, sustainable added values, which match their needs more closely (De Chematonyand
the use of design, colour, quality
A value is an enduring belief that a specific model of conduct or end-state of existence is personally or socially preferable to an opposite or converse mode of conduct or end-state existence
n Values are important from both the internal and external perspective and can be a source of ‘added value’
n Values are what makes an organization different and they align their values akin to customers core values
n Customers like brands that hold values compatible to their own
n Values are formed as a result of a range of influences in the lives of individuals and the organizations
Values which the organization uphold regardless of external pressures, e.g. quality, trust, honesty. Core values reflect the behaviour and ethos of the organization
These are values that might be related to an activity or service level that the organization changes in line with market drivers and focus
z
MuHi-branding Manufacturers introduce a
Range Branding Organizations use
different brands for different product ranges - creating a
family of products
Corporate Branding Organi ations use one
corporate name across all products. This creates a strong corporate image and creates economies
of scale
Company and Individual Brands
together -linking the corporate brand and
products together
Private Brand The private brand is owned
and controlled by the distributor who makes decisions about the
producfs position in the market
n Brand management is based around building an effective brand that will ultimately support the corporate goals and marketing objective
n To ensure that the brand is successful, there must be synergy between the branding strategy and the marketing and promotional mix
n The focus of any marketer’s role is based upon creating an awareness of the brands and its associated values to the customer, monitoring consumer reactions and meeting their needs
n Make quality a priority n Offer superior service n Get there first n Differentiate its brand n Develop a unique positioning concept n Support the brand n Deliver consistency
Source: Dibb, Simkin, Pride and Ferrell, 2001
Advertising – a paid form of non-formal communication that is transmitted through mass media such as television, radio, newspapers, magazines, direct mail, public transport vehicles, outdoor displays and Internet
n Promoting products, organizations and services
n Stimulating demand for products
n Increasing sales growth
n Educating the market
n Increasing product/service usage
n Reminding/reinforcing
n Reducing demand fluctuations
As a marketing communications planner you will be involved in the following:
n Liaising with channel members
n Have an awareness of channel needs and the associated communications support
n Provide consistency for all communications and ensure that all members are empowered by the message
Sales Promotions – A range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service in order to achieve specific sales and marketing objectives
n To increase brand and product awareness
n To increase trial and adoption of products
n To attract customers to certain brands
n To level our fluctuations in supply and demand
n To disseminate information
n To encourage trading up to next size
Responsibility for sales promotions will include:
n Selecting appropriate promotional techniques
n Trade promotions, retailer to consumer promotions, manufacturer to consumer promotions
n Development of customer loyalty schemes
Public relations – is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target public
n To create and maintain the corporate and brand image and enhance the position and standing of the organization in the eyes of the public
n To communicate the organization’s ethos and philosophy, and corporate values
n To undertake damage limitation to overcome poor PR
n To raise the company profile and forge stronger relationships
n Changing negative into positive, hostility into sympathy, prejudice into acceptance, apathy into interest, ignorance into knowledge
n Defining techniques, such as press releases, press conferences, publications, media relations, etc.
