Training: Marketing Communication (Premium)

Corporate & Marketing

Communication

Market Mix

Product

Price

Promotion

Place

What is the difference

between MARKETING and

MARKETING COMMUNICATION

Corporate Communication

Marketing Communication

Marketin

g

Marketing communication focuses on

product and services. It applies to

demand generation and product positioning

Corporate communication focuses on

relationship and image. It also

focus on litigation, mergers

and acquisitions.

Companies use corporate

communication and not

marketing communication

to wrestle.

Corporate communication

• Public Relation– Media Relation

– Crisis Communication

– Speech writing

• Corporate Social Responsibility #CSR

• Government Relation

• Investor Relation

Corporate communication

• Community Relation

• Internal Relation

• Customer Relation

• Propaganda

PR Tools• Town hall meetings• Press Release

– How to write public communications like press release

• Courtesy Visits

People mistake public relation for corporate communication, so it can be said that

“Public Relation simply means an integrated corporate communication

strategy”

They are interchangeable!

• Corporate communication is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and it’s public.

Note: Corporate communication is part of marketing communication in the long run, because the former is a tool for the latter.

Marketing Communication

It is a promotion process that involves using

Messages through Media to communicate to the

Market.

Marketing Communication

• This is a brand manager contrary to what people think. It is

not an advert but rather INTELLECTUAL work – and not a design thing.

It involves the entire process that begins-enclose,

sender-encode-transmission, then device-decode-receiver

“Brands are emotional

Products are logical”

Marketing Communication 6 steps process

• Define Objective

• Identify and understand your target

audience

• Articulate Strategies– Fact finding, Research, Meetings

• Evolve key messages– Note brand promise

• Develop a plan/program

• Evaluate measure track

Marketing Communication

• Advertising– Television production, graphic design, radio production,

merchandise

• Experiential marketing/Alternative• Event• Out-door advertising• Street activation• Identity

Marketing Communication

• Direct marketing

• Publication/Broadcasting

• Channels/Point-of-Sales Management

• Sponsorship

Marketing Communication

• Product placement

• Sales Promotion

• Media Planning & Buying

• Media Independence

Marketing Communication

• Integrated Marketing

It is the process by which all marketing communication

incidents which includes tools, resources, and

functions are integrated into a seamless strategy for

maximum impact and minimum cost. This ensures consistency and complementary use of media.

What is• your desired outcome? Images, Identity, or Sales.

• the consumer’s benefit?• the evidence or fact?

There are 3 major things to consider:

4 Types of Communication Strategy

• Unique selling points –based| Colgate toothpaste

• Brand image based | Apple

• Positioning | Avis – “We are #2 and trying harder”

• Parity breaking – for similar company e.g. Banks: GTB, Skye Bank

Crisis Communication 9 steps process

• Verify the situation• Notify and

Coordinate• Crisis assessment

and activation• Organize assignment• Prepare information

and obtain approval

• Release public information– Some information should be private and

others public

• Feedback and Evaluation response

• Public Education• Monitor Events

Crisis Communication 9 steps process

• Take responsibility for actions, but don’t take blame for negatives.

• Don’t be defensive. Simply say “We are sorry.”

Crisis Communication

“To sell a brand, you have to think,

plan and adapt”

The

End