7/28/2019 Corporate Communication & PR
1/33
CorporateCommunication & PR
MPR Framework: Objectives, Target,Connectors, Message and Measure
7/28/2019 Corporate Communication & PR
2/33
Elements of MPR Process
Firstly set objectives, which in-turn leadto Marketing goals.
Verify the consumers.
Decide on the media, groups, individualswhich 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
7/28/2019 Corporate Communication & PR
3/33
OBJECTIVES
Action Oriented behaviour
Attitude
Information Oriented
7/28/2019 Corporate Communication & PR
4/33
Action-Oriented
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.
7/28/2019 Corporate Communication & PR
5/33
Attitude
Belief about a particular product. Also apersons overall evaluation of a concept
E.g.
a) General feelings of liking about a
product.
7/28/2019 Corporate Communication & PR
6/33
Information-Oriented
Awareness on a product with the goal ofsupporting an action-based outcome.
E.g.
a) Dell Computers recall on 4 millioncomputer batteries.
7/28/2019 Corporate Communication & PR
7/33
Consumer Decision-makingprocess
Need Recognition Information Search
Evaluation of alternatives
Decision and Post decision evaluation.
7/28/2019 Corporate Communication & PR
8/33
MASLOW S Motivation Theory
SELF-ACTUALISATION
SELF-ESTEEM
SOCIAL
SAFETY
PHYSIOLOGICAL
7/28/2019 Corporate Communication & PR
9/33
Need Recognition
Need for the hour??
Basic necessities, security from threats,fulfillment of socio needs, privilege overbenefits, final level of actualisation.
Food, Clothing, Shelter followed by safety,social, self-esteem and self-actualizationas mentioned by Abraham Maslow.(Theory of Human Motivation)
7/28/2019 Corporate Communication & PR
10/33
Information Search
Seek information both external andinternal.
External sources can be Websites,advertisements, media.
Mental Files are the sum total of theinformation 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.
7/28/2019 Corporate Communication & PR
11/33
Evaluation of Alternatives
Have a set of evaluation criteria which canlead to desired outcome.
Marketers must be aware of negativemental files and take effort to influencethe consumers.
Tylenol is an extremely popular painreliever and this case is a best example ofhow MPR contributes to long term successof products.
7/28/2019 Corporate Communication & PR
12/33
Decision & Post-decisionevaluation
Select the best alternative in accordancewith the need
It is more of action-oriented, also couldbe attitude or information-oriented.
Has it really served the purpose?
Thorough evaluation on the decision,being positive leads to repeat customer ora connector who spreads about theproduct.
7/28/2019 Corporate Communication & PR
13/33
Classic Example:
STARBUCKS
Perfect Espresso
7/28/2019 Corporate Communication & PR
14/33
Segmentation & Target Market
7/28/2019 Corporate Communication & PR
15/33
Consumerthe ultimate user of products
Market segmentbest prospects group of consumers
with identifiable , shared characteristics.
Target market
7/28/2019 Corporate Communication & PR
16/33
Selecting a target market
5 characteristics for an ideal target market.Identifiable
AccessibleSubstantial
Durable
Differentiable
7/28/2019 Corporate Communication & PR
17/33
Identifiable :The market must be able to define the
audience using some tangible criteria such as age,
income, lifestyle and so on. Accessible :
The marketer must be able to convey itsmessage to this audience.
Substantial :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.
7/28/2019 Corporate Communication & PR
18/33
DurableMarkets 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 changingor fad markets.
DifferentiableA segment should be significantly differentfrom other segments. It allows the marketer tounderstand how the message has to be sent to thetarget market.
7/28/2019 Corporate Communication & PR
19/33
Classifying market segments
Demographics1. Age2. Income
3. Gender4. Education5. Location
B2B
1. annual revenue2. Number of employees3. Industrial classification
7/28/2019 Corporate Communication & PR
20/33
Demographic data is used to statsanalyses
Marketers categorize group of consumersby country ,state or ZIP code.
E.g. -
MSA metropolitan statistical area-depth and breath of socioeconomic data
DMA Designated market areacreated by The Nielsen company.
7/28/2019 Corporate Communication & PR
21/33
Psychographics
Related to characteristics of a marketsegment
Mostly interpretations, difficult to quantify. Attitudes, values, lifestyles and opinions.
7/28/2019 Corporate Communication & PR
22/33
Message & Measurement
7/28/2019 Corporate Communication & PR
23/33
Behavioral segmentation
It traditionally identifies consumersaccording to how they buy or use a
product Typical behavior segments include-
1. Occasion
2. Benefits3. Usage rate
4. Customer loyalty
7/28/2019 Corporate Communication & PR
24/33
Occasion
A behavioral segmentation groups buyers
according to when they get the idea to buy,
actually make their purchase, or use thepurchased item
E.g. - buying flowers for a loved one forvalentines day every year.
7/28/2019 Corporate Communication & PR
25/33
Benefits
A behavioral segmentation that groups buyers
according to the different benefits they seek
from a product. E.g. -
7/28/2019 Corporate Communication & PR
26/33
Usage rate
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 themlight ,medium &heavy
users.
Frequency of purchase-per day/week
7/28/2019 Corporate Communication & PR
27/33
Customer Loyalty
A behavioral segmentation that groups buyers
according to how likely they are to switch from
the brand they are currently using to a differentbrand
7/28/2019 Corporate Communication & PR
28/33
How are consumers influenced by MPR?
Media consumption by medium
Media consumption frequency
Reliance on word-of-mouth recommendations
Reliance on expert opinion
7/28/2019 Corporate Communication & PR
29/33
Uncommon Connectors
Stan Stalnaker, the founder ofHub Culture, aninternational online and off-line social network
writes, Peer-to-peer networks have thrown the media
industry into turmoil, changing the flow of informationfrom a one-to-many model (with newspaperpublishers, etc., as the sources) to a many-to-many
(with blogs, YouTube, etc., as venues). The ability ofindividuals to both consume and create contentgreatly threatens traditional players.
7/28/2019 Corporate Communication & PR
30/33
MPR might lose control of the message
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 itsaudience?
Does disseminating this information benefit theintermediary
7/28/2019 Corporate Communication & PR
31/33
Measurement
Famous retailer
John Wanamaker is
claimed to havestated, Half the
money I spend on
advertising iswasted; the trouble
is, I dont know
which half.
Standard marketingmetrics such as sales,
profitability, andchanges in marketshare, marketpenetration, and brandawareness apply to
MPR efforts much thesame way they do toother marketingefforts, such as
advertising and salespromotion.
7/28/2019 Corporate Communication & PR
32/33
Measurement
Famous retailer John Wanamaker is claimed to
have stated, Half the money I spend on
advertising is wasted; the trouble is, I dont knowwhich 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.
7/28/2019 Corporate Communication & PR
33/33
THANK YOU!