By: Jay Shah FMS-B, The M.S.University of Baroda. jayshah316@gmail.com

Three pillars to create a strong brand:

Segmentation Targeting Positioning

Market Segmentation:

— is the process — that companies use — to divide large heterogeneous markets into small markets — that can be reached — more efficiently and effectively — with products and services — that match their unique needs

Selecting Target Market Segments:

• Undifferentiated marketing

• Differentiated marketing

• Concentrated marketing

• Micro marketing

Brand Positioning:

— It is act of— designing the company’s offerings— and image— to occupy a distinctive place— in the minds — of the target market.

Utilizing 4 SPREAD tools:

Sales Promotion

Public RelationEvents &

Experiences

Advertising

a) Advertising:

1) Mission

i) Sales Goals

ii) Advertisement Objectives

- To inform eg: Gionee Mobile Phones ad - To persuade eg: Revital Salmaan ad - To remind eg: SRK ad of Polio Campaign - To reinforce eg: Hero Splendor ad

2) Money

i) Adv Budgetii) Stage in Product Life Cycleiii) Market Share & consumer base eg: Santro SRK adiv) Competition & clutterv) Advertising frequencyvi) Product Sustainibility eg: Seagram’s Imperial Bluevii) Advertising elasticity

3) Message

i) Message generationii) Message evaluation & selectioniii) Message executioniv) Social-responsibility review eg: Unilever SRK ad

4) Media

i) Reach, Frequency, Impactii) Major media typesiii) Specific media vehiclesiv) Media timingv) Geographical media allocation

i) Reach, Frequency, Impact:

Print

Audio

Video

Digital

ii) Major media types:

a) Print Media:

1) Newspaper2) Magazines3) Books

c) Video:

1) Film2) TV3) Video Games

b) Audio

1) Radio2) Music3) Sound Recording Eg: Hungama ad

Eg: Tide Plus ad

Eg: Visa ad

d) Digital

1)Internet

iii) Specific media vehicles:

- Audience quality- Audience –attention probability- Editorial quality- Ad placement policies eg: Kids products ad on CN

iv) Media Timing:

- Continuity eg: Virgin Mobiles Ranbir ad- Concentration eg: Hero ad - Flighting eg: Voltas AC ad - Pulsing eg: 5 star Suresh Ramesh ad

5) Measure

i) Communication-effect research

a) Consumer feedback method b) Portfolio tests - in home-tests - trailer tests - theater tests - on-air c) Laboratory tests

eg: Vodafone happy to help ad

ii) Sales-effect research

Share of expenditure

Share of voice

Share of mind and heart

Share of market

b) Sales Promotion:

Short-term incentive tools

1) Consumer promotion2) Trade promotion3) Business and sales force promotion

1) Consumer promotion tools:- Samples- Coupons eg: Freecharge ad- Rebates- Price-packs- Premiums/gifts eg: Vodafone Delight ad- Prizes- Frequency programs- Patronage Awards- Free trails- Tie-in promotions eg: Ariel & LG ad- Cross-promotions- Point-of-purchase displays & demos

2) Trade promotion tools:

- Price-off- Allowance- Free goods eg: Soap & Pen ad

3) Business and sales-force promotion tools:

- Trade shows and conventions eg: CES - Sales contests- Specialty advertising

c) Events & Experiences:

- To identify with a particular brand- To increase awareness- To create or reinforce perceptions- To enhance corporate image- To create experiences & feelings eg: Essel world ad- To express concern for CSR- To entertain key clients- To permit promotional activities

d) Public Relations:

i) PR Functions

- Press Relations - Product Publicity - Corporate Communications - Lobbying - Counseling

ii) Major tools in Marketing PR:

- Publications- Events - Sponsorships- News- Speeches- Public Service Activities- Identity media

So, for a successful management of mass communication three things are required:

Looking forward to your feedback!

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Thank you