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Amazing Young Business Builders
Communications
COMMUNICATIONS
Business communication
Internal – to communicate between people
involved in the project.
External – to communicate with possible
consumers. It can be done through many different
channels. Marketing is the most important of all.
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Marketing
‘‘the purpose of a business is to create
and keep a customer.’’
Theodore Levitt
Marketing is used to create the customer,
to keep the customer and to satisfy the
customer.
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The marketing mix
The primary responsibility of marketing is
optimizing the marketing mix to reach business
success.
The 4 P's Model
The 4 C's model
Product
Price
Place
Promotion
Consumer
Cost
Convenience
Communication
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The 4 P's Model
Product
A tangible object or an intangible service that is
mass produced or manufactured on a large scale
with a specific volume of units.
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The 4 P's Model
Price
The price is the amount a customer pays for the
product. It is determined by a number of factors
including:
market share
Competition
material costs
product identity
the customer's perceived value of the product
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The 4 P's Model
Place
Place represents the location where a product can
be purchased. It is often referred to as the
distribution channel. It can include any physical
store as well as virtual stores on the Internet.
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The 4 P's Model
Promotion
Promotion represents all of the communications
that a marketer may use in the marketplace.
Promotion has five distinct elements:
Advertising
public relations
word of mouth
point of sale
Packaging
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The 4 P's Model
Promotion
Advertising
covers any communication that is paid for, from
cinema commercials, radio and Internet adverts
through print media and billboards.
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The 4 P's Model
Promotion
Public Relations
Communication is not directly paid for and
includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs
and events.
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The 4 P's Model
Promotion
Word of Mouth
It is any apparently informal communication about
the product by ordinary individuals, satisfied
customers or people specifically engaged to
create word of mouth momentum.
Sales staff often plays an important role in word
of mouth and Public Relations.
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The 4 P's Model
Promotion
Packaging
Assembling multiple products or services to sell in
a package.
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The 4 C's model
Consumer – Cost – Convenience – Communication
Characteristics:
*more consumer-oriented
*fits better in the movement from mass marketing to
niche marketing
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The 4 C's model
Consumer
(product)
shifting the focus to satisfying the consumer, to
creating a custom solution (capability) rather
than pigeon-holing a customer into a product
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The 4 C's model
Cost
(price)
Many factors affect cost:
Price factors
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*the customers cost to change or implement the
new product or service
*the customers cost for not selecting a
competitors capability
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The 4 C's model
Convenience
(place)
With the rise of internet and hybrid models of
purchasing, place is no longer relevant.
Convenience takes into account the ease to buy a
product, find a product, find information about a
product, and several other considerations.
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The 4 C's model
Communication
(promotion)
Communications represents a broader focus than
simply promotions. Communications can include
advertising, public relations, personal selling, viral
advertising, and any form of communication
between the firm and the consumer.
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COMMUNICATION
The image
Communication strategies
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The Image
Corporate image
Brand image
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Brand Image
'The perception of your product or your brand by
the consumer.'
'Impression in the consumers' mind of a brand's
total personality (real and imaginary qualities). It
consists of all the information and expectations
associated with a product or service.'
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Corporate Image
"image is everything"
In order for a company to grow and be successful,
it needs to develop an image and the image
needs to be positive.
By developing what is called a corporate image, a
company can distinguish itself from the
competitors in the community.
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Corporate Image
This image portrays what the company
represents, its values, beliefs and productivity.
The corporate image is responsible for increasing
sales and business for the company.
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Corporate Image
A corporation's image is not solely created by the
company. Other contributors to a company's
image could include:
News media, journalists, labor unions,
environmental organizations, and other NGOs
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Corporate Image
Corporate Image
affected by ONG's
Corporate Image affected by
Health Institutions
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Corporate image
Corporate image basic ingredients:
Creativity
Name & Logo
Colour scheme & Fonts & Shapes
Slogan (& Music)
Advertising
Sales promotions & public relations
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Logos
graphic mark or emblem commonly employed by
commercial enterprises, organizations and even
individuals to aid and promote instant public
recognition.
Logos are either purely graphic (symbols/icons)
or are composed of the name of the organization
(a logotype or word mark)
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Logos
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A Logo's meaning
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Logo evolution
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Logo Analysis
Exercise
Take the logos created in your class and analize
them paying attention to meanings retrieved from:
Colours
Fonts
Shapes
Name
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Communication Strategies for
marketing
How to gain customers?
How to gain customers loyalty?
by means of:
Promotion
Advertising + sales promotion
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Advertising
Advertising is a form of communication intended to
persuade its viewers, readers or listeners to take
some action, usually to persuade potential
customers to purchase or to consume a particular
brand.
It usually includes the name of a product or service
(brand) and how that product or service could
benefit the consumer.
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Types of Advertising I
Commercials
A television advertisement or television commercial –
often just commercial or TV ad (US), or advert or ad
(UK/US), – is a span of television programming produced
and paid for by an organisation that conveys a message.
Infomercials
long-format television commercials, typically five
minutes or longer.
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Types of Advertising II
Radio advertising
Press advertising
Online advertising
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Types of Advertising III
Billboard advertising
Mobile billboard advertising
Instore advertisement
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Types of Advertising IV
Covert advertising
Celebrities
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Marketing Strategies
Exercise
Take one of the following brands and analyse their
communication strategies.
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Now, it's your turn!
Exercise
Create the image and desig the best markenting
strategies for your business using the 4 C's
model.
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