Marketing Communications

Starting Point: MCP!

Questions for Comm. Mix Development

Multiple Objectives: Which one?

Multiple Segments: Which one?

Multiple Mediums: Which one?

Limited Revenues: How much?

WHERE IS THE PLAN?

Marketing Communications Plan

Starting point for developing a communication mix

Defines the goal that has to be achieved

Defines the resources available

Defines the key challenges

SOSTAC Planning System

Just one of the many approaches

Helps recall all the essential elements

Can be used for any kind of a plan

Most commonly used planning system by over 3000 managers worldwide

Works for both consumer and B2B products

Enough selling…lets reveal the plan

Situation Analysis (where are we now?)

Objectives (where do we want to go?)

Strategy (how do we get there?)

Tactics (details of the strategy)

Action (implementation of plans)

Control (measurement, review &

modification)

Situation Analysis: It’s a war - Sun Tzu!

Those who triumph compute at their headquarters a great number of factors prior to a challenge.Those who are defeated, compute at their headquarters a small number of factors prior to a challengeMuch computation brings triumph. Little computation brings defeat. How much more so with no computation at all.By observing only this, I can see triumph or defeat!

Situation Analysis

Performance Review (Sales, MS, Profitability)

Brand Review (Recall, Imagery, Strengths)

Competition Review (MS, Recall, Imagery,

Portfolio)

Consumer Review (Segments, Usage, Needs,

Decision)

Objectives

We know where we are?

But, where do we want to go?

Define our objectives

Good Objectives

Smart

Measurable

Actionable

Realistic

Time Specific

Objectives: Mktg vs. Comm

Marketing Objectives What do we want to achieve in terms of

sales, market share, penetration, FOP etc.?

Communication Objectives How will communication help us achieve the

marketing objectives in terms of awareness, attitudes, interest, trials?

One follows the other!

Examples of Marketing Objectives

Increase market share by X% in the next 12 months

Generate 5000 footfalls in the next 4 weeks

Increase distribution penetration by X% in 6 months

Examples of Communication Objectives

Increase brand awareness by X% amongst SEC AB in 12 months

Improve image scores on VFM from 30 to 50 in the next 2 years

Reposition the brand from being old & unfashionable to young & trendy

Good Communication Objectives

SMART

DAGMAR (defining advertising goals for measuring advertising responses)

Unawareness Awareness Comprehension Conviction Action

AIDA (attention, interest, desire and action)

Strategy

We know where we want to go?

Lekin jaenge kaise?

Communication Strategy Core TG Priority Markets Positioning / Communication Message Communication Mix

Stop & Sit

Segmentation (who will go after?)Target Markets (where all will we get him?)Objectives (will it meet our objectives?)Positioning (what space do we need to occupy?)

&Stages (are there multiple stages or a sequence?)Integration (does it all add up?)Tools (which elements are we using?)

Tactics

Details of the strategy

Communication Tools Advertising PR Direct Mail Promotion

Where?

How much?

When?

For how long?

Action

Implementation of tactics

Gadha Majdoori Network Management

People Time Prioritising Pressure

Control

Monitoring, measuring & controlling

Define the system Measures (ATP) Frequency of measurement (Q, HY, Y) Who does it? (Internal Team / MR Agency) Action mechanism (What? Who? When?)

Ek baar phir se?

Situation Analysis (where are we now?)

Objectives (where do we want to go?)

Strategy (how do we get there?)

Tactics (details of the strategy)

Action (implementation of plans)

Control (measurement, review &

modification)

Case Study #1

Bank of Baroda

Bank of BarodaNot seeing opening of any new accounts in the last 3 years

40% of existing accounts also maintaining QMB to retain the A/C

Growth being witnessed by ICICI Bank & HDFC Bank

Management confirms that BOB provides all the products / services that are offered by ICICI Bank & HDFC Bank

The Marketing Objective defined by the management in the next 12 months is to activate current account holders

You as the ‘Marketing Team’ are required to make the MCP using SOSTAC as a planning approach