Marketing Management Presentation Gulu Univeristy.pptx

Marketing Management presentation

1. Marketing Communication Marketing communication refers to the ways a company communicates with its target audience to promote its products, services. Marketing communications aim to build brand awareness, generate demand, and foster customer loyalty. Marketing communication refers to the various methods companies use to inform, persuade, and remind consumers about their products or services.

2. Communication process

3. INTEGRATED MARKETING COMMUNICATION

4. Channel for marketing communication Digital marketing Email marketing Search Engine optimization Social media marketing Content marketing Traditional Channels Advertising Telemarketing Event marketing, etc Magazine Conflicting messages from these different sources can result into confused company images and brand position and this calls for integrated marketing communication

5. IMC It involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

6. DESIGNING THE MESSAGE Designing the messages involves four problems What to say (content) how to say it logically (structure), how to say it symbolically (format) who should deliver it (source)  Key takeaway: Emotional appeals, whether positive or negative, can significantly influence consumer behavior, with humor often being an effective tool in advertising

7. THE NEED FOR INTEGRATED MARKETING COMMUNICATION Consistency(Unified brand image,coordinated marketing effort Efficiency- No duplication of effort Effectiveness customer experience Competitive Advantage- Unique market presence

8. Communication mix Advertising : This refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Sales Promotion : This includes a variety of short-term incentives designed to encourage the purchase of a product or service. Public Relations and Publicity : This encompasses various programs aimed at promoting or protecting a company's image or its individual products. Personal Selling : This involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders. Direct and Interactive Marketing : This mode utilizes mail, telephone, fax, e-mail, or the Internet to communicate directly with or solicit responses or dialogue from specific customers and prospects

9. Promotion Mix Strategies Push Vs Pull Strategies Push Strategies. This is a promotion strategy that calls for using the sale force and trade promotion to push the product through channels Key Characteristics Channel-focused : Push strategies aim to promote products or services through various channels, such as wholesalers, retailers, and distributors. Indirect communication : Marketers use intermediaries to communicate with consumers rather than directly engaging with them. Product availability : Push strategies often focus on ensuring product availability and visibility in various channels.

10. Pull Strategies Pull Strategies A pull strategy is a promotional approach that focuses on creating demand for a product or service by directly engaging with the target audience. Key Characteristics Consumer-focused: Pull strategies aim to attract and engage consumers, encouraging them to seek out the product or service. Direct communication: Marketers use various channels, such as advertising, social media, and content marketing, to communicate directly with consumers. Building brand awareness : Pull strategies often aim to build brand awareness and create a positive brand image.

11. SOCIALLY RESPONSIBLE MARKETING COMMUNICATION Key Principles Honesty : Marketing communications should be truthful and transparent. Fairness : Marketing communications should be fair and respectful to all stakeholders. Respect for consumers : Marketing communications should prioritize consumer well-being and safety. Avoid bait and switch. Bait : A business advertises a product or service at a low price or with attractive terms to lure customers. Switch: Once the customer is interested, the business reveals that the product or service is not available or is not as advertised and instead offers a more expensive or less desirable alternative.

12. STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION