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Group Assignment A
Environment : Marketing CommunicationIndustry: Soft Drinks (Non Alcoholic Beverages)
MARKETING COMMUNICATION Marketing communications are
messages and related media used to communicate with a market.
Those who practice advertising, direct marketing, marketing, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators.
Marketing Communication Mix
AdvertisingSales PromotionPublic RelationPersonal SellingDirect Marketing
Advertising:
Any paid form of on non personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Direct marketing
Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and transaction at any location.
Direct Marketing
Catalogs
Mailings
Telemarketing
ElectronicShopping
TVShopping
Fax Mail
Voice Mail
Sales PromotionSales promotion is any initiative undertaken
by an organization to promote an increase in sales, usage or trial of a product or service.
Public Relations (PR) are any purposeful communications between an organisation and its publics that aim to generate goodwill.
Public Relations
•Press kits
•Speeches
•Seminars
•Annual Reports
•Donations
•Sponsorships
•Publications
•Community Relations
•Lobbying
•Identity Media
•Company Magazine
•Events
Personal sellingPersonal selling is the Face to face interaction with one or more prospective purchasers for the purpose of making sales.
Characteristics of Personal Selling:Personal InteractionCultivationResponse
Sender EncodingMedia Decoding Receiver
Noise
ResponseFeedback
MessageMessage
Rural UrbanNeeds to be educated and guided towards making a decision
More aware and educated, need less guidance, hence have more autonomy over choice of product
Once trust is formed, customer loyalty is hard to break
Customer loyalty is stronger only for a few brands, but usually they’ll go for the brand providing the best product
Need products with essential features, and not stripped down versions or urban products
Apart from essential features, they also want additional features of luxury and utility
Like to “touch” and “feel” a product before buying, therefore demonstrations are usually most effective
Usually they like to “touch” and “feel” only high value products.
Rural vs Urban
Trends in Marketing Communication
Traditional Advertising – Bigbut stagnant or decreasing
New Media – Much smallerbut growing
Digital Media – personal and addressablebut lack the infrastructure or scale
Future Marketing TrendsGoing “Green”
Outdoor Ads
Mobile Phones
Online Social Networks
Widgets
Online Streaming videos
Behavioral to contextual
Interactive Brand Experiences
One-to-One Customer Interaction
Video Gaming
Future Marketing Trends
Marketing communication as service
Growth spurt for interactive marketing
Engage the customer
Off line support for online campaigns
Future Marketing trends
Million bottles sold
Founded in 1886 by John Pemberton in Atlanta
Headquartered in Atlanta with operations in over 200 countries worldwide
More than 70% of its income outside US
Annual turnover of US$19.8 billion and US$ 1 billion in India alone
Product line includes: Coke Diet Coke Sprite Fanta Thums up Minute maid
Advertising:• Print & Broadcast Ads• Outer Packaging. E.g. bottles, cans• Motion Pictures. E.g. Taal• Gifts. E.g. Watches, bottle openers• Posters• Leaflets E.g. Dominos• Billboards & Display Signs
Sales Promotion:• Games. E.g. at fares• Complimentary Gifts• Sampling• Rebates to dealers• Entertainment• Fairs and Trade Shows
Public Relations:• Press Kits. E.g. Beijing Olympics Torch Relay• Sponsorships: Cricket, Football, Awards etc• Identity Media• Charitable Donations e.g. School for Tsunami Victims
Thank you for your proper
response and
support!For further information contact:
From : Parakhiya Vasant
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