Marketing Strategy

Presentation on : Communication Strategy

Presented By: Chetan Mhatre

Nuksar Khan

Submitted to :
Prof. Vibhor Jha
 Meaning and Importance
Marketing depends heavily on an effective
communication flow between the company and the
consumer.

To let the consumer know the product is in market

Propagate the distinctive features of product

Get the feedback of the consumers

 Definition of Marketing Communication
“The endeavor of presenting a set of messages to a
target market through multiple cues and media, with
the intention of creating a favorable response from
the market for the company’s total product offering
and simultaneously providing for the market feedback
for improving and modifying the offering.”
Marketing Communication Mix
Promoti Price
on Cues Cues

Marketing
Place Communicati
Cues on

Product
Cues
 Product Cues
1. Physical features communicates
2. Package Communicates
3. Brand Name Communicates
 Price Cues
•Price – Quality Equation
•Price- Status Equation
•Price an indicator of technological superiority
•Consumers concept of Reasonable Price
 Place as a component
•The store image
•Store level merchandising
•Store, a powerful communication instrument
•Store choice is linked to store image
 Promotion as a component
1. Personal Selling
2. Advertising
3. Sales Promotion
4. Publicity
 Personal Selling
Personal selling has three distinctive qualities:
(1) Personal confrontation (it involves an immediate and
interactive relationship between two or more persons)
(2) cultivation (it permits all kinds of relationships to
spring up, ranging from a matter-of-fact selling
relationship to a deep personal friendship);
(3) response (it makes the buyer feel under some
obligation for having listened
to the sales talk)
 Advertising

Advertising can be used to build up a long-term image

for a product (Coca-Cola ads) or trigger quick sales (a
Sears ad for a weekend sale). Advertising can reach
geographically dispersed buyers efficiently.

Certain forms of advertising (TV advertising) typically

require a large budget, whereas other forms
(newspaper advertising) can be done on a small
budget.
 Sales Promotion
Although sales-promotion tools—coupons, contests, premiums, and
the like—are highly diverse, they offer three distinctive benefits:
(1) communication(they gain attention and usually provide
information that may lead the consumer to the product);

(2) incentive (they incorporate some concession or inducement that

gives value to the consumer);

(3) invitation (they include a distinct invitation to engage in the

transaction now). Sales promotion can be used for short-run effects
such as dramatizing product offers and boosting sales.
 Publicity
publicity is based on three distinctive qualities:

(1) high credibility (news stories and features are

more authentic and credible than ads);

(2) ability to catch buyers off guard (reach prospects

who prefer to avoid salespeople and advertisements);

(3) dramatization (the potential for dramatizing a

company or product).
Conclusion
THANK YOU !!!!!