Trade Organisations Marketing communication and branding Lecture content •Marketing communication •STP proces •Branding One way communication • Image result for one way communication" Mass one way communication • Image result for mass communication" Mass communication many-to-many Image result for mass communication" Communication mix •? •Advertising •Public Relations •Personal selling •Direct marketing •Sales promotion Advertising •Paid form of promotion. •Impersonal media presentations. •The advertiser is clearly identified. •Control over the content of the message. Advertising goals •Identify •Inform •Persuade •Remind Walmart TV commercial - Movie Cars (Extended version) 5M of advertising •Mission - the answer to a goal that a campaign has, what should an ad change in consumer attitudes or behavior. •Money - how much we invest in the campaign. •Message - the message alerts the recipient beforehand so that the campaign objectives can be met. •Media - a selection of media that could be available to meet your goals as effectively as possible. •Measurement - determination of the values according to which the results will be measured. Media types •Internet •TV •Radio •Newspappers •Magaznes •OOH Výsledek obrázku pro advertising Výsledek obrázku pro question mark png How advertising works? Sales promotion •A set of short-term incentives designed to rapidly increase demand for specific products. •It must always be limited in time and create a purchase order. •The aim is for consumers to buy more, or products that they do not normally buy. •The great danger of discounts as a form of sales promotion is when it becomes a pricing strategy by using this tool too often. Sales promotion •Short-term increase in sales •If a business needs to clean up warehouses due to product obsolescence, •fulfil the set annual sales plan, •sell out the old model before the new, •to force consumers or buyers to buy a business product just before launching a competing product. Výsledek obrázku pro black friday • Sales promotion •Testing the product by the customer •Most often distribution of product samples at the beginning of the life cycle. •Other methods of sales promotion would be less functional here, such as larger package actions, one plus one for free and so on. •The customer does not know the product and is in some uncertainty. •He will not respond to these essentially quantity discounts, as he has not yet created trust in the brand. Sales promotion •Support for repeat purchase •In this case, there is a loyalty program, bonus point cards and various actions between the tools. •It is an attempt to induce a certain habitual or customary behavior in customers. •Typically, they are goods of frequent consumption or frequently used services. Public Relations •Unpaid form of promotion through a medium. •The message is more trustworthy than advertising •Because the recipient acts as produced by the media, regardless of the company. •It does not include the direct cost of displaying the message •The company does not have to pay time and space in the media; •The company has no control over the message •It is purely up to the media or the public whether to attend a press conference, whether a journalist publishes an article, whether the editor of a magazine decides to review a product. Personal selling •It represents a presentation made by the company's dealers in order to sell and build customer relationships. •It raises specific demands on workers who make personal sales, in particular sales agents and dealers. Direct marketing •It means using direct channels to reach customers and deliver products and services without the need for marketing intermediaries. •Direct mail •Catalogues •Telemarketing •Teleshopping Výsledek obrázku pro teleshopping Teleshopping umírá. http://zpravy.e15.cz/byznys/obchod-a-sluzby/teleshoppingova-jednicka-skoncila-v-konkurzu-doplatila- na-to-nova-a-csob-1326820 Other communication techniques •? •Guerilla marketing •Product placement •Viral marketing Ambush marketing • Výsledek obrázku pro ambush marketing dr dre Presence marketing • Související obrázek Street marketing • Výsledek obrázku pro jeep street marketing Wild posting • Výsledek obrázku pro Wild posting How many marketings? Výsledek obrázku pro too much meme Product placement •Active •Part of the story •Passive •Part of environment Výsledek obrázku pro ordinace product placement Obsah obrázku interiér, osoba, zeď, muž Popis vygenerován s velmi vysokou mírou spolehlivosti Viral marketing •The form of marketing communication (especially) on the Internet. •It consists of creating an interesting creative (image, video, application), which is then forwarded to Internet users themselves. •The creative is usually humorous, sexually suggestive, shocking (harsh), with an original idea or beautiful (animals, etc.) • • • • Cardstore •https://www.youtube.com/watch?v=HB3xM93rXbY • https://www.digitalstrategyconsulting.com/content/online-video-research-tips-and-news-for-marketers /case-study-how-cardstore-got-22m-views-with-a-surprise-ending/12111/ http://www.digitalstrategyconsulting.com/intelligence/2014/11/case_study_how_cardstore_got_22m_view s_with_a_surprise_ending.php Will it blend? •https://www.youtube.com/watch?v=lAl28d6tbko&t=6s • Související obrázek Segmentation •Segments must be graspable • Different - different responses to the marketing mix • Identity - the possibility to determine who falls into a particular segment • Adequate size - economically acceptable Segmentation limits •Not all categories can be easily segmented! •Research has shown that whiskey customers are similar across brands: •The only difference was between single malt and blended whiskey. •However, there were no significant differences between the brands in terms of demographic, psychographic and reaction specifics. • • Výsledek obrázku pro jack daniels png Výsledek obrázku pro jameson png Výsledek obrázku pro talisker png Výsledek obrázku pro glenmorangie png Výsledek obrázku pro tullamore dew png Výsledek obrázku pro paddy whiskey png Výsledek obrázku pro bushmills png Výsledek obrázku pro the knot whiskey png Výsledek obrázku pro midleton png Segmentation •Frequency of use •Markets can also be segmented based on whether they are occasional, regular, or frequent users of the product. •Frequent users represent only a small fraction of all customers, but usually account for a significant proportion of total consumption. •Frequent users are a very good source of feedback. •As a rule, they are much more demanding on product quality. Segmentation •Loyalty status •This type of segmentation assumes that some consumers are: •completely loyal - they still buy the same brand, •loyal to two or three brands and occasionally buying another, •and others show no loyalty and always buy something else. •In English we talk about brand switches and brand loyals. •Loyalty programs are often used to increase loyalty. Loyalty and intesity relationship Low intensity Medium intensity High intensity High loyalty Medium loyalty Low loyalty Low intensity Medium intensity High intensity High loyalty Medium loyalty Low loyalty Intenity and loyalty matrix Low Intensity 10pcs Medium intensity 50pcs High Intensity 90pcs High loyalty 90% 9 45 81 Medium loyalty 50% 5 25 45 Low loyalty 10% 1 5 9 Segmentation by loyalty https://mumbrella.com.au/the-unbearable-lightness-of-buying-as-told-by-an-old-jar-of-pesto-550525 Segmentation by loyalty https://mumbrella.com.au/the-unbearable-lightness-of-buying-as-told-by-an-old-jar-of-pesto-550525 Segmentation by loyalty https://mumbrella.com.au/the-unbearable-lightness-of-buying-as-told-by-an-old-jar-of-pesto-550525 Segmentation by loyalty https://mumbrella.com.au/the-unbearable-lightness-of-buying-as-told-by-an-old-jar-of-pesto-550525 Segmentation by loyalty X https://mumbrella.com.au/the-unbearable-lightness-of-buying-as-told-by-an-old-jar-of-pesto-550525 Segmentation by loyalty •Over 83% of the brand's customers accounted for almost half of sales. •Andrew Ehrenberg presented these conclusions as early as the 1960s. •Pareto's division in marketing does not apply, instead of 20/80 it is rather 20 / 50-60. https://mumbrella.com.au/the-unbearable-lightness-of-buying-as-told-by-an-old-jar-of-pesto-550525 Segmentation by loyalty • https://mumbrella.com.au/wp-content/uploads/2018/11/Six-years-of-buying-Dove.png Výsledek obrázku pro dove logo png https://mumbrella.com.au/the-unbearable-lightness-of-buying-as-told-by-an-old-jar-of-pesto-550525 • https://www.graphicsprings.com/filestorage/images/354/Chinese-Coca-Cola.jpg?width=300&height=300&qu ality=80&crop=0&method=ratio > Brand •Brand is what remains when your factory burns down Výsledek obrázku pro david ogilvy David Ogilvy • Značky Brand characteristics •Brand assets •Tangible •Logo •Name •Colours •Font •Intangible •Brand promise •Brand story • •Brand awarness •Brand recall •Brand recognition •Brand image •Number of associations •Strenght of associations Výsledek obrázku pro fingerprint png Výsledek obrázku pro brain png Lower quality Casual clothes Auntie Emily Nicky Minaj All the time the same Simplicity Availibility "Come Together" - a H&M Holiday Short Film directed by Wes Anderson Lower quality Casual clothes Auntie Emily Nicky Minaj All the time the same Simplicity Availibility Adrien Brody The Tale of Thomas Burberry - Burberry Festive Film 2016 C:\Users\Libor\Dropbox\Do výuky\Značky\head&shoulders_logo.jpg C:\Users\Libor\Dropbox\Do výuky\Značky\snickers-logo.jpg C:\Users\Libor\Dropbox\Do výuky\Značky\Orbit_logo.jpg C:\Users\Libor\Dropbox\Do výuky\Značky\Wrigley's_Spearmint_logo.png C:\Users\Libor\Dropbox\Do výuky\Značky\Procter_and_Gamble_Logo.png C:\Users\Libor\Dropbox\Do výuky\Značky\wrigley subsidiary mars.jpg C:\Users\Libor\Dropbox\Do výuky\Značky\Logo_MARS_incorporated.png C:\Users\Libor\Dropbox\Do výuky\Značky\TWIX-logo.jpg SouvisejÃcà obrázek Výsledek obrázku pro illusion of choice 2018 Illusion of choice Thank you for your attention