Communication/Promotion

Prof. Siddharth Shekhar Singh

Marketing Management: Course Overview
• Customer and Market Analysis (Sessions 1 & 2)
• Customer needs
1.
• Customer value
• Product market FUNDAMENTAL
• Segmentation (S) INSIGHTS &
• Targeting (T) STRATEGIC
MARKETING (STP)
• Positioning (Sessions 3 & 4)
• Positioning (P)

• Customer Management (Sessions 5) 2.

• Customer acquisition & retention SUSTAINABLE
• Customer lifetime value COMPETITIVE
• Loyalty programs ADVANTAGE

• How can you create, deliver, and extract customer value? 3.

• Designing a product/service (Sessions 6)
IMPLEMENTING THE
• Communication (Session 7)
• Designing distribution channels (Session 8) MARKETING
• Pricing (Session 9) STRATEGY (4P)
• Product Adoption & The Big Picture (Session 10)

2
Session Outline

• Integrated Marketing Communication

• Traditional
• Digital
• Hierarchy of Effects Model
• Digital Marketing Funnel
• User Personas
• Customer Journey Map

3
Marketing Management

Product

Price Promotion

IMPLEMENTING THE
Place
MARKETING STRATEGY
(4 P)

VALUE

STRATEGIC MARKETING
Customer Segment
(STP)
4
Copyright Prof. Siddharth S. Singh, ISB
www.axcesscapon.com www.wileyindia.com Integrated Marketing Communications
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Corporate Business
Strategy

Market Strategy Market Strategy Market Strategy

Market Segment Market Segment Market Segment

Strategy Strategy Strategy

Promotion/Commu
Product Service Distribution Price
nication

Word-of-
Personal Mass Digital
Mouth/Social
Communication Communication Communication
Media
Communication
Tele- Online Quasi-
Field Sales marketing/Telesal Service Advertising Blogs and Personal Mobile
Websites
es and Public Microblogs Communi- Marketing
Relations cations

Publicity
Advertising Direct Packaging & Public Sales
Marketing Relations Promotion
Characteristics of Communication Options

Addressable/
Customized Salesperson

IPL
Mass Advertisement

Broadcast – Two-Way with Two-Way

One-Way Message Time Lag Instantaneous
Characteristics of Communication Options
Addressable/
Salesperson
Customized
Web
Direct Telemarketing
Media E-Mail

Direct Mail
Radio
Newspapers Catalogs

Infomercials
Magazines

Mass Television

Broadcast – Two-Way with Two-Way

One-Way Message Time Lag Instantaneous
www.axcesscapon.com www.wileyindia.com Communications Challenges
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

External
• Competitive communications
• Multiple information sources about the firm
• Public perceptions
• Regulators
• Noise
• Evolving communications technologies
• Social media

Internal
www.axcesscapon.com www.wileyindia.com Communications Challenges
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

External
Internal
• We don’t need it
• We’ve already done that
• It’s an unnecessary expense
• We need different messages for different audiences
www.axcesscapon.com www.wileyindia.com The Communications Process
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Intended Message Message as Message as

Encoding Transmission Decoding
Message as Sent Received Understood

Chance of Chance of Chance of

Error Error Error
www.axcesscapon.com www.wileyindia.com Communications Tools
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Personal
Personal selling
Telemarketing/Telesales Customer
Service

Word-of-mouth/
Social media
Mass
Advertising
Direct marketing
Firm Packaging
Customer

Publicity & public relations

Sales promotion
Word-of-mouth/
Social media
Digital
Online advertising and public
relations
Customer
Websites
Blogs and microblogs
Quasi-personal communication
Mobile marketing
www.axcesscapon.com www.wileyindia.com Developing Communications Strategy
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

• Communications targets
• Communications objectives
• Communications messages
• Communications tools
• Budgets
• Timing
www.axcesscapon.com www.wileyindia.com Developing Communications Strategy
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Key Questions
1. Who are our communications targets?
2. What are our communications objectives?
3. What key message do we want to get across?
4. What communications tools shall we use?
5. What communications budget shall we set?
6. When is the right time to communicate?
www.axcesscapon.com www.wileyindia.com Advertising Objectives
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Hierarchy of Effects Models

High Involvement Low Involvement

Awareness Awareness

Knowledge Trial

Liking Liking

Trial Purchase

Purchase Repeat purchase

Repeat purchase
www.axcesscapon.com www.wileyindia.com Advertising Objectives
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Illustration
To secure 90 percent awareness of antioxidant toothpaste Ayur-klene among
dentists within one month of launch.
To increase repeat purchase of our new Munchee candy bar from 30 to 50
percent among 10- to 16-year-old boys by end of June.
www.axcesscapon.com www.wileyindia.com Messaging
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Positioning Statement
Convince [customer target]
In the context of other alternatives [competitor target]
That they will receive these benefits [value proposition]
Because we have these capabilities/features [reason to believe]
www.axcesscapon.com www.wileyindia.com Creative Brief
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

• A contract with agencies and creative teams

• provides clear strategic direction for implementation

• Written for every interaction with the agency

• for each campaign idea or specific execution
• for every messaging project – no matter how small
• not just for advertising – they should be used for all visual aids

• In a perfect world … the creative brief would be a collaboration

between the brand person and the agency account person
www.axcesscapon.com www.wileyindia.com Creative Brief
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Specificity

Value
Proposition
Creative Brief
Measuring
Positioning
Creative Brief Effectiveness
Executions
Campaign Idea
Agency Agency

Estimated Frequency of Occurrence

www.axcesscapon.com www.wileyindia.com Program Evaluation
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Advertising Program: Illustration

Time Period I II III IV

Awareness* 25% 70% 70% 70%
Knowledge 20% 60% 60% 60%
Liking 20% 20% 40% 40%
Trial 20% 20% 20% 30%
Purchase 18% 18% 18% 25%
Repeat purchase 15% 15% 15% 25%

*All percentages are percent of target audience

www.axcesscapon.com www.wileyindia.com Digital Communications
© Noel Capon and Siddharth Shekhar Singh, 2014. All rights reserved.

Firm

Customers
Traditional mass communicating
communications with the firm

Customer Customer
Traditional word of mouth
vastly enhanced by social media
Hierarchy of Effects in Digital 21

Domain: The Marketing Funnel

User Personas
Introduction
User or consumer personas are fictional characters companies create to
represent target customers
Similar to behavioral profiling or psychographic Segmentation (But without using
large datasets)
Important for companies changing from product or design centric to consumer
centric
Building detailed personas cultivate empathy for customers which gives a
stronger understanding of customer needs
As the focus is the need of the customer, developing a product or service that
has them at its core would only makes sense
Characteristics of a Good User Persona

 Relatable : The more a person can relate to the persona, better are the
chances of understanding
 Concise : A crisp and brief description of the persona results in a better and
relevant user persona along with enhancing the essence of the same.
 Well - Researched : Conduct extensive market research to actually assess the
need for that persona and validate it with the team
 Well- Structured : A story flow and engaging and attractive flow chart matters
when you are delivering content via user personas, help deliver the content in a
better manner
Advantages of building User Personas

 Insight into use behavior

 Have a user-focused reasoning while developing or designing a product or a
service
 Helps define product positioning
 Create consistency across business functions
 Ensures that your content creation has improved targeting by providing
valuable insights and by targeting the right audience
How to build User
Personas
How to build a user persona
Build a Persona that very clearly visualizes the target customer/decision-maker/end-user
to all involved.
The Persona should not just be a factual description of the buyer but also social and
emotional factors
Systematic factors that’ll influence the purchase and adoption
Your persona should be a real person but also representative of the broader market so
that if you meet the persona’s need, the others will be equally pleased
What all to include in a User Persona
Name & Photo
Bio
Demographics
Personality Traits
Goals
Motivations
Frustrations
Preferred Brands and Interests
Persona Example

 John Brown, Senior Marketing Manager, ABC Corporation, Houston, Texas

 Age 37 years
 American of Irish Descent
 Lives in Sugarland, Texas
 Went to Sugarland High School and University of Texas at Austin
 Graduate UT Austin with BSc in Computer Science
 Currently married with 1 son aged 8 years
 Worked for ABC Corporation for 3 years
 Worked for XYZ Corporation after graduation for 8 years until joining ABC Corporation
 Next promotion will make him General Manager of Marketing
 Likes to read blogs on politics and business, and watch funny videos and poetry on YouTube
 Slightly conservative in social and political views, leans towards the Republican party
 Likes to watch Football and Baseball matches
 Examples of User Persona for a Reading
App Book bobby
• 25 years old with a university degree
• Passionate about reading
• Member of a social book club
• Works as a bank manager
• Lives with his girlfriend in Delhi
• Likes reading fantasy and science fiction books
• Prefers to read physical copies of books but can
read eBook as well
• Likes to read new books as soon as they are
published
• Collects books he likes for his personal library
• Favourite authors are Frank Herbert, George R. R.
Martin, and Philip Pullman
• Spends a significant part of his free time on the
internet, playing games, finding about books, and
reading articles.
• Not very active on social networks but
occasionally posts about reading and new books.
Image Source: Depositphotos
• Prefers to do his shopping on the internet
 Example of User Persona for a Health
Club
Badri is interested in a lot of sports
Key Words
activities including football, cricket
Sports/Fitness/Mobile Apps
and tennis. Besides, he participates in
a lot of physical activities like trekking,
kayaking, mountaineering etc.,
Likes
Personality Cycling
Passionate Trekking
Personable
Energetic Football
Resourceful
Adaptive Nature

Badri Goals
Male, 27-33 • Search Nearby sports venues Dislikes
Software Engineer • Meet sports enthusiasts Lazing Around
Passionate Runner • Play local tournaments Unproductive Days

Image Source: PNGitem

Customer Journey
 Customer Journey
 Sequence of interactions and experiences a customer has with the
company and its brand before achieving a goal, and beyond
 Different customer personas may have different customer journeys
 Customer journey map is a visual representation of the customer
journey
 Helps understand customer expectations
 Helps optimize customer experiences
 Helps personalize customer interactions and experiences
 Customer Journey

 A customer uses many channels to interact with a company

 Journey of each customer persona has becoming complex due to multiple
touchpoints
 Managing customer experience has also become challenging as a result
 A study by Salesforce.com surveying 6700 consumers and business buyers
finds:
 For 80% customers, the experience with a company is as important as its products
and services
 For 70% customers, connected interactions are very important to win their business

 Findings highlight the value of customer journey mapping

 Forms the basis of understanding and managing personalized customer
experiences
Designing a Customer Journey Map
Example 1: Digital Customer Journey
 Example 2:
Customer
Journey Map
– The LEGO
Group
Example 3: Customer Journey Map – Customer
Perceptions Across a Credit Card Experience
Digital Marketing
Funnel-Strategies
Strategies for Each Stage

Top of the Funnel

Use social media and other affordable channels to create awareness
in the broader market, reaching out to potential customers

Middle of the Funnel

Search Engine Optimization, Digital Ads, Creative content like
infographics and short videos to incite interest in the prospective
customers
Strategies (Cntd..)

While the customer is considering, provide material that ease their

decision-making process like FAQs, differentiating from the market

End of the Funnel

Here, we can offer customized campaigns. Offer a hint of the product
using free trials

Personalized e-mails can also help

Image Source: Kindpng

Strategies (Cntd..)

Post Purchase and Retention

Continue efforts to make new transactions from existing customers

Monitor and analyze the communications regularly