PBL Trigger 6

1° Compare different marketing communication planning models: what are the stages?
-       What is a marketing communication plan and what is the objective of it?
-       How many models are existing and what are the different steps for every of them?
-       Can you give pros and cons of each models?

·      What is a marketing communication plan and what is the objective of it?
Definition of marketing communication plan:
-       Support your mission, vision and the objectives of your strategic plan
-       Focus on your marketing and communications
-       Make sur all activities work together
-       Communicate your marketing messages
-       Support the marketing strategy and individual product marketing plans

A link between: your product, your idea and the marketing conditions: then, you have your Marketing Communication Mix which going to define the right message and media to reach them

So, it’s one important component of all the marketing plan. This is the “concretisation” of the marketing plan because when you have your strategy, you can make this marketing communication plan.

3 important things to know to build your marketing communication plan:
-       Solid marketing strategy: market, customers, competition…
-       Have an interesting message: for example, something which going to answer to an issue for the customer, something memorable
-       Know in what type of channels your target prefer having their information: and so, use only this channel

Definition of strategic marketing communications plan:
-       Focus to know where you’re going, what you need to say, what channels you need
-       Important to know how you must interact with your audience(s)

·      How many models are existing and what are the different steps for every of them?

Three principal models:
1st: DRIP Model, by Chris Fill
2nd: PASTA Model
3rd: SOSTAC Model, by P.R. Smith

First model: the DRIP Model
-       Support marketing communication planning
-       Useful when setting broad communication goals: launching a new product, repositioning an existing business
-       Differentiate, Reinforce, Inform, Persuade

It’s a way of modelling advertising messages and is used when setting broad communication goals.

How to use it?
-       Differentiate: differentiate your product by defining where it’s positioned in the market and often the 7Ps digital marketing mix can inform this.
ð BE DIFFERENT FROM YOUR COMPETITOR

-       Reinforce: to reinforce the brand’s message, consider consolidating and strengthening your messages and experiences, demonstrating why your product is different – superior, cheaper or easier to use?

-       Inform: make people aware of your brand – “education”

-       Persuade: persuade your audience to behave a way to encourage positive purchase-related behaviour. (Example: visit a website, read about new product…)

Cons of this model:
-       Strategic model
-       More tactical approach may be needed

Second mode: PASTA model
This PASTA method can be used to develop an operational plan:
-       Problem definition
-       Analysis
-       Strategy
-       Tactics
-       Action

PROBLEM DEFINITION:
Which goal the client want to achieve? What issues? What strategic objectives?
You must have a knowledge about the product, the organization etc. but also about what the client is really asking for.

ANALYSIS:
Analyse the marketing and the environment in which the organization or the product exists: internal and external analysis.

Internal: (Who does what? What problems does the organization have? What are the company’s strengths? How does the public identify with the organization of the product?)

External: (How many customers use the product? (Market size) What interest groups are important?)

STRATEGY: (or concept)
Four modules, interdependent:
-       Target group (segment): customer profile important with “Customer Jobs” (description of what the customers want to achieve in daily life), “Customer gains” and “Customers pains” (barriers)
-       Objectives: What should the campaign achieve? “Reach, process of effectiveness goals
-       Positioning: Distinctive position relative to the competitors in the perception of the customers
-       Proposition: Central message, values. The offer which can be separated into product, price, distribution and communicative value of the offer. So, this is the visible and invisible benefits to the consumer.

TACTICS:
Which devices, techniques and tools going to be used, what communication tools and channels are used to achieve the goal?
-       Tools: traditional instruments such as advertising, sales promotion etc.
-       Techniques are specific and unique to the internet: SEM, behavioural targeting etc.

ACTION:
When the tools and resources have been established: content for the tools is to be developed to carry out the messages.
The ads must be created, e-mail campaign must be designed etc.

Create a schedule: time (timetable), money (how many and how?), people (who the company can engage to do such things)


Third: SOSTAC Method
Method used to provide a structure for developing a plan:
-       Originally developed to support the process for realizing a marketing plan
-       Mainly used as a framework for the creation of online planning



Situation: Where are we now?

Objectives: Where do we want to be? (Use the SMART tool)

Strategy: How do we get there?
-       Segmentation
-       Targeting
-       Positioning
-       Proposition and the marketing mix

Tactics: How exactly do we get there?

Action: What is our plan?
-       Who?
-       What?
-       When?

Control: Did we get there? Keeping track of progress?

How to use SOSTAC?
-       Review your process: ask yourself about the activities your personally and your organisation are good at
-       Get the balance right across SOSTAC: not spend too much time on analysis for example but more on strategies
-       Summarize your situation in a SWOT for example
-       Make your goals SMART and link them to your analytics/control process
-       Integrate the different elements of your SWOT

Difference between operational and strategic plans:
1° Specifically naming target: with a strategic plan objectives are explicitly mentioned as a phase
2° Explicitly name a target group
3° Strategy step: different order in strategic plan and operational plan. The determination of a strategy is the direction taken to achieve the goal:
-       Strategic: direction in which the company is going
-       Operational: involves the choices of which communications tools are being used
4° In a strategic plan, the management of the plan is called “control” and operational plan “evaluation”

2° Discuss the different stages of the marketing communication planning process
-       What are the different elements to create a marketing communication plan?
-       Which one is for you the most important and why?

·      What are the different elements to create a marketing communication plan?
ð FIRST PLANNING PROCESS:
1st step: Situational analysis
-       Competition
-       Market analysis
-       Customer analysis
-       Positioning analysis

2nd step: Establishing Marketing Communication Objectives
Different types:
-       Creating brand awareness and building brand equity
-       Providing information
-       Increasing sales
-       Differentiating the brand
-       Influencing customer behaviour

3rd step: Budget planning
-       Maximum utilization of funds
-       Allocating budget as per the need
-       Making brand awareness fund will be higher

4th step: Developing marketing communication program
-       Which strategy to adopt: pull/push
-       Selection of marketing communication mix
-       Creative strategy: message content, message structure, message format
-       Media decisions

5th step: Evaluation and control of the marketing communication program
Can be done by a marketing communication audit:
-       What programs are being carried out by the company?
-       How they are being carried out?
-       How effective these programs are?

ð SECOND PLANNING PROCESS:
Stage 1: Environmental assessment
-       Review your corporate marketing strategy
-       Understand the current position: competition, brand awareness etc.

Stage 2: Audience understanding, customer profiles
-       Identify your audience your MarCom plan will address to.
-       Develop personas: “a hypothetical profile”

Stage 3: MarCom Plan Objectives
-       Marketing strategy objectives
-       Determine your Marketing communication objectives: inform, change perception, create sales leads, recruit partners and employees, generate media coverage etc.
-       State your MarCom objectives

Stage 4: Key messages (message creation)
-       Primary message: relevant positioning information
-       Message refinement: the message that is important for your target audience to hear about your product
-       Test messages: qualitative research to test the efficiency of the message

Stage 5: MarCom channel selection, plan and schedule for each channel
Channel evaluation and selection

Stage 6: Consolidated budget, master calendar and MarCom dashboard
-       MarCom budget
-       MarCom calendar
-       MarCom dashboard (measurement system in place to track progress)

·      Which one if for you the most important and why?
1st step: Situational analysis:
-       If you need clear objectives, you must have a good strategy
-       Have a good strategy
-       The more you have made research, the more you know about your target audience and the more you can make a campaign to their image


3° What are the characteristics of a successful marketing communication plan or campaign?
Characteristics of a good strategic marketing communication plan:
-       Participative: participate in decision making, involved
-       Dynamic
-       Flexible
-       Audience-driven: good target, oriented
-       Combines the best of PR and Marketing
-       Contains a mix of strategy and tactics
-       Doable: that you can build, realize

Another source:
-       A clearly defined goal
-       Highly targeted message
-       Structured communication
-       Credibility: sense of truth, be reasonable etc.
-       Memorable

To conclude, I think that the best Marketing communication plan will be the one which answer to its objective, the one which going to give you results that you expected.
If you have predicted something and results are quite the same, your marketing communication plan had a good strategy and so, it was a good campaign.

4° Discuss the marketing communication planning of a chosen company
-       Can you give an example of a marketing communication planning of a chosen company?
-       Is it successful? If not, what could be improved in this one?

·      Can you give an example of a marketing communication planning of a chosen company?
Example of Coca-Cola:

Stage 1: Situational Analysis
-       Company: Beverage manufacturer worldwide
-       Customers: 500 brands I over 200 countries: not limited to age, area or gender, global brand
-       Competitors: biggest competitors: Pepsi Cola for example (and other)

Stage 2: Marketing objectives
Goals of Coca-Cola Company: straight and specific and for example:
-       Low caloric product formation to meet the global health needs
-       Increase brand association with reputed fast foods (ex: McDonalds)
-       Be present universally at each store in all part of the World

Stage 3: Marketing strategy
Key strategies of Coca-Cola Company include:
-       Main strategy and slogan of the company are availability, affordability and acceptability of the brand throughout the entire world
-       Engaging other partners in development through a leadership team
-       Training sessions of tools and planning to the associates, for the excellent and active performances at the ground

Stage 4: Budget
Marketing expenses of Coca-Cola company: 6.8$ billions (15.4% of total revenue in 2015)



SOURCES:


Commentaires

  1. Marketing management orientations are different marketing concepts that focus on various techniques to create marketing management orientation, produce and market products to customers. The management usually focuses on designing strategies that will build profitable relationships with target consumers.

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