MKTG101 Marketing Fundamentals
Week 12 Marketing Communications II
MKTG101 2005 Week 12 1
PR disasters
• • • • • • • • • AWB enquiry David Hicks enquiry Private Jake Kovco Sheik Hilaly Dianne Brimble Milton Orkopolous Big Brother Marcus Enfield Mel Gibson
MKTG101 2005 Week 12 2
PR issues
• Brand leveraging using PR • Technology & PR – Blogs, SEO, Webcasts, Podcasts, K (knowledge) Logs, Webconferencing, • PR and ethics – access, process, truth, disclosure
MKTG101 2005 Week 12
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Public Relations - PR
Building good relations with the company‟s various publics that mainly comprise: Customers Suppliers OBL’s, NCU’s and BS’s & Citizens Intermediaries Governments
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PR
Company‟s look for: favourable publicity, building up a good „corporate image‟, and handling or heading off unfavourable rumours stories or events eg Dell Laptops and the problems with Sony batteries.
So the main Objective is: Achieving favourable coverage of the company or its products in media not paid for by the sponsor
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Defining PR
Non-bought space/time – watch “sponsorship”
Standard (Spun) message despatched by sender “Uncontrolled” message but watch “Spindoctoring” „Unidentified‟ sponsor – watch “Politicing”
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Public Relations tools
Product Publicity Corporate Communications
Spin-doctoring
Special Events Public Service Activities
Tools of Public Relations
Lobbying
Materials
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Sales Promotion
A sales promotion campaign: a short term initiative (POS, POP) designed to boost sales. This is usually done by increasing the perceived built-in value of the product mix on a temporary basis – usually at the point of sale or at the main meeting with the potential buyer.
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Sales promotion cont.d
This is achieved by a short-term boost to the product‟s normal customerperceived value:
Benefits
Costs Value
MKTG101 2005 Week 12
Increased benefits and/or Reduced cost equals Augmented value
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PUSH and PULL Strategies
Manufacturer Demand Channel Demand Consumer
Marketing Activities
Manufacturer
Demand
Channel
Demand
Consumer
Marketing Activities
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Sales promotion objectives
Overall: to build Consumer Franchise (ownership) – here the consumer promotes the brand‟s positioning Specific campaign objectives:
– entice new customers to try the product – NCU‟s – lure customers away from competitors – OBL‟s & BS‟s – load up customers‟ pantries – repeat purchase – hold and reward loyal customers – BL‟s
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Sales promotion tools
Contests and games of skill and chance
POS/POP (Point of Sale; Point-of-Purchase
Give Samples
Redeemable coupons
Sales Promotion tools
Rewarding Patronage
Cash-back offers
Advertising Specialties Premiums
MKTG101 2005 Week 12
Cents-off deals or Price Packs
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Assessment of Sales Promo
Overall: Did the firm achieve its objectives & within the time span and budget set in corp/strat plan
Specifically/quantitatively, like: net improvement in sales due to the promotion alone and the time over which the improvement was sustained
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Personal selling is usually:Paid presentation – salesperson‟s salary
Personal presentation – F2F usually
Flexible message – changes as the
circumstances of the sale change
Identified sponsor – company is known
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Personal selling process
The Opening Dealing with Objections Negotiation
Need Identification
Closing the Sale
Presentation & Demonstration
MKTG101 2005 Week 12
Follow up
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The Opening
Solid preparation
– Identify key customer expectations, history, background facts
Rapport
– Analyse clues to confirm, supplement preparation – Identify the type of person you are dealing with – Adjust your presentation to ensure they remain comfortable
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Need Identification
• Do not make statements at this stage
• Ask focused questions
• Gather specific description of need
• Match offering with need
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Presentation and Demonstration
Match offering point-for-point with the needs specification Present your solution to the problem and demonstrate why it is the best solution
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Dealing with Objections
• Do not argue
• Remain focused • Remain positive
• Clarify objections
• Endeavour to turn the objection into a positive
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Negotiation
Price $,000 Seller wants 12 Possible Price Range
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8
Buyer wants
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Closing
Look for signals
– No further objections – Agreement on price – Change in questioning – Consultation
Ask for the order or otherwise close the interview
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Follow-up
Always
Deliver on your promises there
is great Virtue in holding to your promises.
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Ethical issues
Deception
Exploitation
Manipulation
Intimidation
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