Corporate Communication & PR

MPR Framework: Objectives, Target, Connectors, Message and Measure

Firstly set objectives, which in-turn lead to Marketing goals. Verify the consumers. Decide on the media, groups, individuals which enables to reach the Target Market most effectively. Accomplish by a specific message through set of connectors Measure the amount of activity generated in relation to the goals

Elements of MPR Process

Action Oriented behaviour Attitude

Information Oriented

OBJECTIVES

Performance of a specific task E.g. a) Buying a product for the first time b) Continuing to buy a product c) Casting a vote d) Visiting a website.

Action-Oriented

Belief about a particular product. Also a persons overall evaluation of a concept E.g. a) General feelings of liking about a product.

Attitude

Awareness on a product with the goal of supporting an action-based outcome. E.g. a) Dell Computers recall on 4 million computer batteries.

Information-Oriented

Need Recognition Information Search Evaluation of alternatives Decision and Post decision evaluation.

Consumer Decision-making process

SELFACTUALISATION

SELF-ESTEEM

SOCIAL

SAFETY

PHYSIOLOGICAL

MASLOW S Motivation Theory

Need for the hour?? Basic necessities, security from threats, fulfillment of socio needs, privilege over benefits, final level of actualisation. Food, Clothing, Shelter followed by safety, social, self-esteem and self-actualization as mentioned by Abraham Maslow. (Theory of Human Motivation)

Need Recognition

Seek information both external and internal. External sources can be Websites, advertisements, media. Mental Files are the sum total of the information that an individual has stored in his/her mind. The product must have ample information available . Given Information should be accurate, favorable toward the marketers product.

Information Search

Have a set of evaluation criteria which can lead to desired outcome. Marketers must be aware of negative mental files and take effort to influence the consumers. Tylenol is an extremely popular pain reliever and this case is a best example of how MPR contributes to long term success of products.

Evaluation of Alternatives

Select the best alternative in accordance with the need It is more of action-oriented, also could be attitude or information-oriented. Has it really served the purpose? Thorough evaluation on the decision, being positive leads to repeat customer or a connector who spreads about the product.

Decision & Post-decision evaluation

STARBUCKS

Perfect Espresso

Classic Example:

Segmentation & Target Market

Consumer
the ultimate user of products

Market segment
best prospects group of consumers

with identifiable , shared characteristics.

Target market

5 characteristics for an ideal target market.

Identifiable Accessible Substantial Durable Differentiable

Selecting a target market

Identifiable :
The market must be able to define the audience using some tangible criteria such as age, income, lifestyle and so on.

Accessible :

Substantial

The marketer must be able to convey its message to this audience.

The market should be large enough to make economic sense to pursue. Market size depends on the profitability of product and cost to reach the market. High credibility and low cost conducting of MPR lead to pursue non substantial markets too.

 Durable

Markets existence should be long enough for the marketers to make their returns. MPR has lowered the bar on durability , allowing many companies to pursue quickly changing or fad markets.
Differentiable

A segment should be significantly different from other segments. It allows the marketer to understand how the message has to be sent to the target market.

Demographics
1. 2. 3. 4. 5. Age Income Gender Education Location

B2B
1. annual revenue 2. Number of employees 3. Industrial classification

Classifying market segments

Demographic data is used to stats analyses Marketers categorize group of consumers by country ,state or ZIP code. E.g. MSA metropolitan statistical areadepth and breath of socioeconomic data DMA Designated market area created by The Nielsen company.

Related to characteristics of a market segment Mostly interpretations, difficult to quantify. Attitudes, values, lifestyles and opinions.

Psychographics

Message & Measurement

It traditionally identifies consumers according to how they buy or use a product Typical behavior segments include1. Occasion 2. Benefits 3. Usage rate 4. Customer loyalty

Behavioral segmentation

A behavioral segmentation groups buyers according to when they get the idea to buy, actually make their purchase, or use the purchased item E.g. - buying flowers for a loved one for valentines day every year.

Occasion

A behavioral segmentation that groups buyers according to the different benefits they seek from a product. E.g.

Benefits

A behavioral segmentation that groups buyers according to how frequently they buy or use a product Usage rate strategy-quantity of total purchases and segregate them light ,medium &heavy users. Frequency of purchase-per day/week

Usage rate

A behavioral segmentation that groups buyers according to how likely they are to switch from the brand they are currently using to a different brand

Customer Loyalty

Media consumption by medium

Media consumption frequency Reliance on word-of-mouth recommendations Reliance on expert opinion

How are consumers influenced by MPR?

Stan Stalnaker, the founder of Hub Culture, an international online and off-line social network writes,

Peer-to-peer networks have thrown the media industry into turmoil, changing the flow of information from a one-to-many model (with newspaper publishers, etc., as the sources) to a many-to-many (with blogs, YouTube, etc., as venues). The ability of individuals to both consume and create content greatly threatens traditional players.

Uncommon Connectors

So, you need to consider a few things:

Is the information worth spreading? Is this information actually news? Does this information matter to the intermediarys audience? Does spreading this information positively affect the image or standing of the intermediary in the eyes of its audience? Does disseminating this information benefit the intermediary

MPR might lose control of the message

Famous retailer John Wanamaker is claimed to have stated, Half the money I spend on advertising is wasted; the trouble is, I dont know which half.

Standard marketing metrics such as sales, profitability, and changes in market share, market penetration, and brand awareness apply to MPR efforts much the same way they do to other marketing efforts, such as advertising and sales promotion.

Measurement

Famous retailer John Wanamaker is claimed to have stated, Half the money I spend on advertising is wasted; the trouble is, I dont know which half. Standard marketing metrics such as sales, profitability, and changes in market share, market penetration, and brand awareness apply to MPR efforts much the same way they do to other marketing efforts, such as advertising and sales promotion.

Measurement

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