Marketing communication mix

Marketing talk coalesceABSTRACTThe whole work revolves around the subject of marketing conference mix.Considered to be derived from marketing mix.Communication mix consists of advertising, personalized selling, changes progress, direct marketing and PR.For I-phones they put on caples principle of publicizing.Advertising is effective how invariably expensive in-person selling is expensive but is ensureed as cost-effectiveSales furtherance phthisiss pull or push strategy.Direct marketing is common way apply outright days.To select repair parley mix we should always drill increases life cycle to determine.Should keep a practiced eye on reapings sale to find the approximately effective way for advertisementCharacteristic and role of each and every parley mix differ.LITERATURE REVIEWI followed troika different books and utilize AIDA, john caples principle and character of i-phone in my assignment. Most of the items I utilisation were written by Philip kotler. I t ried to use most facts and figures to prove my findings and as books being credible source I tried to use them preferably than using net sources. Mostly pictures are copied from internet simply if and all the items are referenced accordingly. Dr. kotler is considered one of the worlds leading authority on management and is considered pioneer writer in the field of international marketing and branding. selling COMMUNICATION MIXIn this era of digital technology and competition, no one dismiss survive without marketing either its the return, brand or a service. The best definition of marketing was given by Al Ries and Trout marketing is the per inningance of those activities which seek to accomplish organizations objective by anticipating node or client ask and directing flow of need-satisfying goods and services from producer to customer or client.(Source Al Ries, Trout jack, 2006, marketing warfare, McGraw hill companies. Inc.)MARKETING MIXMarketing alone couldnt be taken o n enumerate to anticipate and fulfill the customer needs. To just check the existence and evidence of presence of marketing communication mix we baptistery look at 7 Ps of marketing. In 1960 Mccarthy came up with 4 Ps of marketing. The marketing mix according to roughly authors was already used as term before her in 1940s while later in 1980 booms and Bernard came up with 3 more Ps. The use of these 3 Ps is still tough and is criticized by many people. (Sources http//www.continuumlearning.com/Customer%20Services_7Ps%20of%20Services.pdf, http//www.netmba.com/marketing/mix/) MARKETING COMMUNICATION MIX AND IMPORTANCE As from above we guard seen that the marketing is not further about promoting your product but as well as depends other 6 factors but as we are talking about communication mix, it mostly relates to promotion. The communication is indispensable between the customer and the line of merchandise in erect to increase the transactions or to maximize the daily gros s sales of the business. It is important to mention here that the right communication mix is important to be chosen which suites the business needs and is the clearest way for the business to convey the marrow. Belch, E. and Belch A. describe Integrated Marketing communication theory as a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to give up clarity, consistency and maximum communications impact.(source http//www.oppapers.com/essays/MarketingCommunicationsMix/13818.). In 1961 according to the same author Albert Frey was the first one to distinguish between communication tools and adviseing. Simply expression aimings are the service u offer used e.g. product, price and brand etc while tools you use such as place promotion etc. so according to him which ever way you take you will use all your approaches for people. (Smith p r, Taylor Jonathan, 2004, 4th edition, marketing communications, Gutenberg press ltd, Malta) From all the discussion above we erect conclude that the communication mix tools are as follows The most common used promoting media used areInternet, telesales, banners, broachers, wireless, TV, telecommunicate, newspaper etc. According to caple principle of promoting or advertising Get attentionHold attentionCreate desireMake it believableProve its a bargainMake it easy to purchaseGive reason to depraveCASE STUDYFrom my spot of view, I-phone uses this diverseness of strategy for their sales. Most of the eras we see the I-phone holding the whole last scalawag of newspaper and showing what this product good deal do and the other ordinary phone might not be able to. The product before and after launch is advertised so many times to remind the customer of the phone that a lot of customers are attracted. As result many customers buy the product and we normally see the line in front of apple shops when the product is launched. They use sale promotion strategy for ending line of product. I.e. they used the sales promotion where they were finishing line of 2.5g (1st generation I-phone) where they reduced the price of phone, in ordinance to boost the sale and finish the line of product when it was on declining set. This helped company to lounge around both(prenominal) potential customers.ADVERTISINGAdvertising is said as very simple but expensive form of promotion. Advertising apprize be different depending on product or media used. For example on TV or it can as well be in the form of internet advertisement. But this is considered most expensive because anyone who uses this have to either use large campaigns or use their lots of time in this kind of promotion. Advertising is the form of promotion is considered as non-personal promotional mix because the business doesnt sock if their pass along is received by its customer or not, do people understan d the product etc.CHARACTERESTIC OF ADVERTISMENTAccording to Kotler characteristic of advertising are Public presentation advertising is considered as highly public mode of communication and people consider this kind of promotion more because they consider that the offer they have been made through the media is standard.Pervasiveness it is the medium of communication where a seller can repeat its message many times and this as a result help purchaser to compare the sellers product with other competitors or substitute available.Amplified expensiveness gist that if company use little bit of different way or expensive way from its competitor, it might result in departting buyers attention.Impersonality means that the customer or buyer is not as much motivate to buy the product or service as much as he is through a sales agent. As it is one way communication so the customer might wants to manage about the product but cant because he cant spill to advertisement.The most common way o f advertisement is TV, radio, newspaper, broachers and magazines etc.The advertisement is really beneficial in creating long term relationship between consumer, product and business. E.g. coca-cola uses all time red color for advertisement of their product and uses same advertisement many times a day to attract customer.PURPOSE OF ADVERTISMENTThe important purpose of advertisement is to get buyers attention, which creates interest and a desire rises in customer following the action (buying). According to the same website UK advertising expenditure in 2008 was 18.6 billion. Not only that but besides if we notice in our daily life routine we might go to some place and hand attention to the product for which we have seen advertisement recently. Sometime on local buses we see some poster and think that do we need the product or not and sometime as yet though we dont need it we might end up buying it.PERSONAL SELLINGIt is considered to be one of most cost-effective kind of promotion. Some books also consider this as the most expensive one as well because of wage cost to the company, travelling cost and the company always have to offer the people with some kind of incentives to boost sales. Personal selling is considered effective because the business can feel the consumers requirement and can make up a package for consumer in order to fulfill their needs. The consumer can also look at the packages that suits best to their needs and can also tell the sales good example about their needs .e.g. British gas etc. ordinarily we see people from gas and electricity companies doing this kind of promotion. CHARACTERESTIC OF PERSONAL SELLINGAccording to Kotler(1997) the main characteristics arePersonal confrontation involves consumer and business representative where the need of consumer can be felt by the supplier. They can either come to some point of agreement or the business can offer some flexibility to consumer in order to gain or retrieve a customer.Cultivation means that the business can adjust their offers according to customers need in order to maintain good relationship between business and customer. Sales representatives mostly use affectionate and friendly kind of approach towards their customers.Response means that the buyers mostly respond to their seller and their response can be taken in account to increase sale. The response can be either good or bad depending on what customer feels about the product.ROLEThe main role of personal selling is mostly Acquire new potential customers and stand old customers the best service.Try to sale the product efficiently After sale provide them with best servicesClose the sale If resources or stock become less tense to assign other resources to make sure that customer run in business with us.Though this kind of selling is decreasing due to presence of media like internet, TV and telephones. The costly method still used but only by some companies. Most of the companies have changed with chang ing world.SALES PROMOTIONIt is normally used to boost the sale mostly at declining re-create of the product. It offers the customer with either discounts or some kind of other special offers which results in customer attraction and as a result customer buys the product. Normally business uses coupon, special offers ands discounts etc. This kind of promotion is only good for short term and doesnt lead to long term relationship between business and customer. For example some companies use even ebay to do their promotions by using bid auctions like a company called EOL (end-o-line). Another is example is to supply customer with offers like by 1 and get 1 free etc.CHARACTERESTICAccording to Kotler three distinctive benefits and characteristics areCommunication mostly this kind of promotion gets the customers attention and provides customer with the information which may lead to transaction.Incentives the business introduces some kind of concession, offers or vouchers to increase the sa le temporarily.Invitation the customers are usually forced to do the transaction soon by saying either till stocks last or till the date. This helps business to get more transactions in the trammel time.ROLESales promotion normally uses push, pull. These play an important role in any sales promotion. According to davedolak.com business uses push strategy to get the traders to stock their items and also give good offers, as a result, the trade people put more sales effort in order to maximize their profit. The product might be sold again to one of the wholesalers or end consumers. This is normally used in B2B relationship. The pull strategy is that the consumer is offered a good discount on buying product from the business. Sometime it is also used as a term that the business waits for the consumer to turn up and order the product and is produced, as they cant stock of the products life cycle. This is used for B2C relationship. Normally car suppliers and showrooms use this kind of s trategy to promote sale to consumer and finish the old stock. semipublic RELATIONSThis kind of promotion is used by company to make their image better in public eyes. There is a different discussion section for this kind of promotion. These de break dancements mostly try to improve their companys goodwill in consumers eye. For example Durex the condom makers donated 50,000 condoms to NGOs in December on world aids day. The other intimacy they started was that they went to the social networking website Facebook and launched some games in order to increase awareness and sales. The company or business might do some charities or sponsor some kind of good cause. The companies might also use newsletter or news releases to improve PR.CHARACTERESTICSAccording to Kortley(1997) role of PR isHigh credibility most of the time people trust news or articles more than other like advertisement, personal selling or sales promotion.ABILITY it is much easier to haul people who repeal personal se lling. So the message is read by more people and this might result in more sales.DRAMATIZATION it also has potential of setting company or product reputation at the level which company is not in real life. This can be the result of advertising as well.ROLESIn normal routine of life these people play an important role in image of a company as they are the one responsible for news releases and the charitable functions. The PR has to make sure that they do their work through the right channel so that it can be recognized by the people. E.g. they shouldnt help the cause of cutting trees as it might hurt many peoples feelings. They should try to reach those people who cannot be reached because they avoid personal selling etc. another thing that they should try to help campaigns with their product rather than money as it will improve the products sale and image. For example IBM provides non-profit companies with discounted price on purchase of their items.DIRECT MARKETINGThis type of prom otion is used by mails, telemarketing and catalog marketing. This is quite effective way of promotion because the response can be taken on account to increase sale or acquire new customers from other competitors. E.g. sometime we receive a call on our numbers offering different services or products (especially on landlines). Some other schools of thoughts also consider e-marketing as a part of this promotion type like e-mails for promotions or sales. (Kutler, 1997).CHARACTERESTICSAccording to Kutler(1997), there are four types of direct marketing.Nonpublic the letter or e-mail or telephone is for specific person who have subscribed to some offers. Customized normally can be different for two different customers depending on their buying history.Up-to-date offer can be prepared delivered quickly using e-marketing or telesales.Interactive customer can be offered with much more different choices in this kind of promotion.ROLENormally companies use bombardment of e-mail to many customer s and wait for their response. This way have been used a lot now days and is decorous less effective as people always consider them as junk e-mail. Another way of e-marketing is using social websites like facebook to introduce or advertise the product. E.g. durex used this kind of strategy and introduced some games on social networking website to increase the sale. Another way is cataloging, where the businesses send the people to drop the catalogue and the consumer can call and order the product. Last but not least now they use special television channels and phone calls to inspire and get some business from the potential customers.CRITICAL ANLYSISAs from all the information we have seen the characteristic which are most probably advantages while in introduction of ever kind of promotion I have discussed some disadvantages as well to make sure that the business using any kind of this can know the harmful and useful points of their promotion and the role tells us the importance of the particular communication mix.IMPORTANCEThe importance of marketing communication mix can also be felt when we see that it is connected with the marketing mix. The research on this started from 1940. It flourished with the entrance of new media. Businesses always try to use communication mix to get the share and attention of market. Due to increased competition level we can use one of the tools to acquire new customers in the market.Right communication mix can be used by realizing right heading customers.SELECTION OF RIGHT COMMUNICATON MIXESAs we discussed earlier about the I-phone, we will now see how the product should be advertised through out its life cycle to make it a success. PRODUCT LIFE CYCLEFirst stage is pre introduction stage where we use very small amount on advertising and just to let people know that we are launching some new product.On 2nd stage i.e. introduction we use PR and advertisement.On3rd stage of growth we need heavy amount of money to be spent in order to make product successful in the market.At maturity level we use less advertising as a tool but now we use more and more sales promotion and PR.At the decline we use sales promotion but some company might use direct marketing as a tool as well to provide customers with good offers.The first and foremost thing for any campaign is that it should know who their target market is and what age group they are looking for. Then depending on their objective they can use one of the models to solve their problem.COMMUNICATION purposeDepending on market type the company or business should enter in, the business should decide their communication objective depending on their product and policies. Depending on your product, target market and business you can select the model and decide what should be the strategy from pre introduction stage till the decline stage. For example in case of an innovation free trial is important. Apple used this kind of strategy when they allowed people to take com puters, pc or laptops to home and could use it over the weekend as trial and can buy it after they think the product is efficient enough for use.COMMUNICATION LANDSCAPEAccording to Kotler (2008) businesses are moving towards the cogitate marketing rather than mass marketing. The businesses use the tool of advertisement and promotion in the places where they should and only focus on their target market and people rather than the old technique of sending their message to many people which may result as one of the do the transaction. People do not pay attention to ads and promotion of the product they might not be interested in, most of the time they try to skip the section of advertisements and breaks while watching TV. So it is important to have the right focus group now days to increase sale and transactions. Kotler and his fellow writers used word of broadcasting which is to play the advertisement for mass media thinking that it might result in transaction. The other word he used was narrowcast where only interested and potential customers are target. He used these terms in his shifting marketing communication model. According to them due to change in ICT and presence of internet people are motivated to use online sources to watch their favorite programs and skip the ads in between the breaks. Only few people might watch those. Although mass media like TV and radio is evergreen but is decreased because of presence of internet. An average person spends 5 times more time on internet than TV. Thats why companies now use their ads on internet and use social networking websites for publicity etc. e.g. companies like Cadbury uses the statement on their website find us on facebook.(source kotley Philip, armstrong garry, wong veronica, saunders john, 2008, principles of marketing, fifth edition,pearson education ltd. ) findingAll the companies or businesses have to spend in this field to make sure that they get the expected results from the product and the business . If the company fails to use right communication mix at the right time, their product will be a waste for them and might result in little sale. All 5 communication mix together can lead to a good business, as they all can be used depending on life cycle of the product. The communication objectives should be kept in mind for a successful business. Depending on the product the message should be designed appropriately to reach to the audience.RECOMMENDATIONSBusinesses should identify their needs first.Businesses should try to fix the budget for promotional and advertising purpose.Businesses should allocate resources in case of no resource available to keep the campaigns going.Business should also allocate fixed amount of money or products to PR as well.Sales promotion times should not be fixed on introduction time.The message should be designed professionally and to the perfection.For the products affordable method should be chosen.The business should try to use same logo or slogan fo r their products.PR should try to use news release and other form of media to improve reputation of the company.Checks on sale should be carried out by the business in order to find most effective communication mix for their company.REFRENCESBOOKSAl Ries, Trout jack, 2006, marketing warfare, McGraw hill companies. Inc. 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