Marketing communication strategy

Marketing communication
Lecture 4
Martin Westbeek 2014
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 dig in!
Marketing communication strategy
Strategy consists of:
Positioning
Proposition
Marketing communication strategy
Strategy consists of:
Positioning: What is the place of the brand/product among
its competitors in the perception of the consumer?
Marketing communication strategy
Strategy consists of:
Positioning: What is the place of the brand/product among
its competitors in the perception of the consumer?
Marketing communication strategy
Positioning: how do we support the promise?
Informational: we give information/arguments in the form of
benefits, hard sell. (in case of clear differences between brands and
those differences are positive benefits relevant to customers).
Transformational: we show that the product fits the lifestyle of the
target group, soft sell. (in case of products used for pleasure, or if
benefits are hard to communicate (perfume, fashion).
Two-sided: we give information/arguments and link them to the
lifestyle of the target group. (Strong, but I and T involvement of
customer must be high).
Executional: we use a special element in our communication, an
advertising property. (In case most brands are comparable).
Marketing communication strategy
Positioning: how do we support the promise?
Choice between inf., transf., two-sided or exec.: position is
influenced by identity (own strengths), customer involvement (Cf.
FCB and R&P matrices) and competition.
identity
relevance
(to consumer)
differentiation
(competition)
Marketing communication strategy
Positioning: how do we support the promise?
Choice between inf., transf., two-sided or exec.: position is
influenced by identity (own strengths), customer involvement (Cf.
FCB and R&P matrices) and competition
identity
High informational
involvement: informational
positioning
High transformational
involvement: transformational
positioning
relevance
(to consumer)
differentiation
(competition)
Marketing communication strategy
Proposition: what is the main benefit that we promise to the
target group?
•
•
•
•
Unique
Single-minded (one promise!)
In terms of customer benefit
In clear language (i.e.: not a slogan!)
Is the guiding light for the campaign.
Red Bull gives you energy
Head&Shoulders helps you get rid of dandruff
EasyJet gives you low-fare flights
Marketing communication strategy
What are the position and proposition?
Nespresso:
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Lamisil Digger:
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Lamisil Digger: informational - Lamisil cures nail infection
btw, what’s your opinion on the execution? Disgusting, certainly. But
is it clever?
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Lamisil Digger: informational - Lamisil cures nail infection
M&M:
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Lamisil Digger: informational - Lamisil cures nail infection
M&M: executional – M&Ms are fun (and delicious)
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Lamisil Digger: informational - Lamisil cures nail infection
M&M: executional – M&Ms are fun (and delicious)
Texting and driving:
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Lamisil Digger: informational - Lamisil cures nail infection
M&M: executional – M&Ms are fun (and delicious)
Texting and driving: two-sided – don’t text while driving
Marketing communication strategy
What are the position and proposition?
Nespresso: transformational - Nespresso, time for yourself to enjoy
Lamisil Digger: informational - Lamisil cures nail infection
M&M: executional – M&Ms are fun (and delicious)
Texting and driving: two-sided – don’t text while driving
Next time:
Concept development
Marketing communication mix