Marketing Research by Parveen Ahluwalia as on 30/11/13

The Marketing Communication – Strategy

“Institute is always bigger than the individual, it is a fact”

• ·      PR
• ·      Direct Marketing
• ·      Events
• ·      Promotions
• ·      CRM (Loyalty Programs)
• ·      Others

PR Framework

Definition of the brand objective

• -       Short term
• -       Long term (will have to be quarter wise, considering it’s annual)

      Objective Setting

•     Agency and the client will have to sign of mutually as to what are the agreed objectives that are to be met and how they will be met?     

Strategy to address the objectives

• -       Short term
• -       Long term

Strategy

• -       Target consumer
• -       Target media

“In business newspapers, you’ve Economic Times as the priority 1 and Business Standard as priority, like wise in TV; ET Now is priority 1 and CNN IBN is priority 2 and in magazines India Today is priority 1 and Outlook priority 2”

Media Vehicles

• -       TV
• -       Press
• -       Radio
• -       Digital

 Media vehicle wise Key Messages

For example: “Tehelka has always been a torchbearer of scoops in India – that have shattered many a myth and reputation”

 PR Strategy

Media Bridging 

• -       Seeding

Communication

•      Releases
•      Sponsorships
• 
  

Events – Visibility through key speaker slots

Crisis Management Manual

• -       What if scenarios (about 40-50) upon which crisis will be handled

“Price, Specs and Name are the three most guarded secrets of the Automotive Sector”

“In communication business, the credit for the success or failure of a campaign is to be equally borne by the client”

Events/Promotions/Activation

Promotions

• -       Consumer Promotions
• -       Trade Promotions

No Price offs

No Exchange

Event:

·       One time

·       Lead generation

·       Venue specific

·       TA specific

       

     

Promotion:

• -       Engagement Exercise
• -       Consumer Participation
• -       Consumer Experiences
• -       Target Segments

“Growth rates of the following industries:

• -       Advertising = NIL
• -       PR = 15%
• -       OOH = 22%
• -       Digital = 50 - 60%
• -       Activation = 30 - 50%
• 
  

“Activity on the ground in a nation = Activation”

Activation is an event multiplied over different/across geographies.

Framework Objective

Objective

Target Audience

Connect Points

Exchange Programs (Modus Operandi)

Results

Promotional Mix

                              - Ads

“Idea is incomplete without actually creating a deliverable.”