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Communicating Value: Designing & Managing Integrated Marketing Communications
Chapter 17…
The 4iApproach
In Action
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Role of Marketing Communications
• Inform consumers• Persuade consumers• Remind consumers (directly or
indirectly)
........about the products and brands they sell
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Role of Marketing Communications
• Strengthening customer loyalty = customer equity
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Concept 1
Marketing Communications Mix (p.478)
1. Advertising2. Sales promotion3. Events and experiences4. Public relations and publicity5. Direct marketing6. Interactive marketing7. Word-of-mouth marketing8. Personal selling
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Concept 3
Informational appeals (p.484)
Kotler: Thompson water-seal product demonstration ads
Local: Bulldog super glue demonstrations
RP medical application:Medical equipment demos
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Concept 5
Message Source
Kotler: George Foreman Grille
Local: Bench perfumes by actors/actresses
RP medical application:Manny Pacquiao endorsing Alaxan
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Total Marketing Communications Budget
1. Affordable Method2. Percentage-of-Sales Method3. Competitive-Parity Method4. Objective-and-Task Method
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Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Chapter 19…
From mass communication
to more targeted, two-way communication
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Outline
6. Direct marketing is use of consumer-direct channels w/o using marketing middleman.7. Interactive marketing uses online communication a.k.a. The Internet to interact with customers8. Word of mouth sometimes happens organically, but can also be managed and facilitated through social media.9. There are 6 steps in any effective sales process.
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Direct marketing concept 6:
Direct marketing is use of consumer-direct channels w/o using marketing middleman.
Examples of consumer-direct channels:• Direct mail- sending an offer, announcement,
reminder, or other item to an individual customer
• Catalog marketing- can be in print form, DVDs, or online
• Telemarketing - use of telephones and call centers to attract prospects, sell to existing customers, and provide service by taking orders and answering questions
• Interactive TV- shopping channels where you can buy items via toll-free number
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Concept 6
Direct marketing is use of consumer-direct channels w/o using marketing middleman.
Kotler: L.L. Bean
Local: Metrobank, BDO credit cards-rewards program; Zalora, online fashion store
RP medical application: Health insurance- PhilHealth
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Interactive marketing concept 7:
Interactive marketing uses online communication a.k.a. The Internet to interact with customers.• Internet – websites, search ads, display ads,
email • Mobile devices – SMS text messaging, mobile
apps
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Word of Mouth concept 8:Word of mouth sometimes happens organically, but can also be managed and facilitated through social media
• Consumers use word of mouth to talk about dozens of brands each day.
• Nowadays: Use of social media to get the word out.• Kotler: Intuit• Local: Facebook, Twitter• (1) Online communities and forums
– Created by consumers or group of consumers without commercial interests or company affiliations
– Others: can also be sponsored by a company
• (2) Blogs– Regularly updated online journals or diaries
• (3) Social Networks– Major ones: Facebook, MySpace, LinkedIn, Twitter
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Sales Force concept 9:There are 6 steps in any effective sales process.
• Step 1: Prospecting and qualifying– Identify and qualify prospects
• Step 2: Preapproach– Learn as much as possible about the prospect company and its
buyers– Understand the purchasing process
• Step 3: Presentation and Demonstration– Tell the product story to the buyer using a features, advantages,
benefits, and value (FABV) approach
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Sales Force concept 9:There are 6 steps in any effective sales process.
• Step 4: Overcoming objections– Maintain a positive approach – Ask the buyer to clarify the objection, questions in such a way that the buyer
answers his own objection, denies the validity of the objection, or turns it into a reason for buying.
• Step 5: Closing– Closing signs from the buyer: physical actions, statements or comments,
and questions– Reps can ask for the order, recapitulate the points of agreement, offer to
help write up the order, ask whether the buyer wants A or B, get the buyer to make minor choices such as color or size, or indicate what the buyer will lose by not placing the order now.
• Step 6: Follow-up and maintenance– Necessary to ensure customer satisfaction and repeat business– Company seeks a long- term-supplier-customer relationship
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Sales Force Concept 9
There are 6 steps in any effective sales process.
Kotler: SoBe, AllState, Amway, Tupperware
Local: Avon Philippines, Sun Life Financial
RP medical application: Sales reps, pharma companies
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Introducing New Market Offerings
Chapter 20..
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How do you introduce products to new markets?
10. Incremental Innovation11. Customer-Driven Engineering12. Stage-Gate Systems13. Open Innovation Movement14. Use of Virtual Reality to test Product Concepts15. Rapid Prototyping16. Crowdsourcing17. Lateral Marketing18. Relative Advantage
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10. Incremental Innovation
• Entering new markets by tweaking products for new customers, using variations on a core product to stay one step ahead of the market, and creating interim solutions for industry-wide problems.
• Make or Buy?
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Concept 10Incremental Innovation - Buy
Kotler: Scott Paper vs. Fort Howard Paper Co
Local: Cellphones (MyPhone), Philippine e-Jeepney
RP medical application:• B.Braun IV Safety Catheters
– Improved IV Cannulas and included safety features to help eliminate injury
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Concept 10Incremental Innovation - Make
Kotler: Glide shred-resistant dental flossLocal and RP medical application:• Medical Incubator by Fe del Mundo
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11. Customer-Driven Engineering
• Incorporates new customer preferences in the final design
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Concept 11Customer Driven Engineering
Kotler: Johnson & JohnsonLocal: Mang Inasal (Unlimited Rice),
Sun(Unlimited Texting Promo)RP medical application:• Patient Controlled Analgesia
– Analgesics have been developed to be provided to patients as needed via a device that can be pressed by the patient himself to deliver the medicine. It has safety features to ensure that no overdosage or adverse event occur.
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12. Stage-Gate Systems
• Divide the innovation process into stages, with a gate or checkpoint at the end of each. The team must bring a set of known deliverables to each gate before the project can pass to the next stage.
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Concept 12Stage-Gate System
Kotler: Ansell HealthcareLocal: Lotion, Local Soap, Car
Manufacturing (Honda, Toyota)RP medical application:• Unilab Ritemed
– UniLab undergoes several research papers and studies in order to ensure the quality and safety of the drug that they are producing. It is first tested on lesser fauna such as animals and then slowly tested on volunteers to be able to study the various side effects until it is deemed 100% ready to be released
http://www.philstar.com/health-and-family/2012/08/28/842697/ritemed-right-start-finish
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13. Open Innovation Movement
• Going outside their bounds to tap external sources of new ideas, including customers, employees, scientists, engineers, channel members, marketing agencies, top management, and even competitors for marketing insight
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Concept 13Open Innovation Movement
Kotler: Proctor and GambleLocal: SM, L’Oreal PhilippinesRP medical application:• The Medical City
– Includes the staff in decision making and even asks the students and patients through surveys and personal inquiries regarding improvements in their services and products
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14. Use of Virtual Reality to test Product Concepts
• Virtual reality programs use computers and sensory devices (such as gloves or goggles) to simulate reality. Supercomputers also allow for elaborate product testing to assess changes in performance and supplement consumer input.
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Concept 14Use of Virtual Reality to Test Product Concepts
Kotler: Kenworth TrucksLocal: Car Manufacturers, Seatbelt
manufacturer, 3MRP medical application:• CASSTI
• Employs the use of computers to simulate surgical methods such as laparoscopic surgery to either introduce the concept to new trainees or create new ways of doing the surgery
http://www.themedicalcity.com/newsroom/press_release_view/the-medical-city-launches-cassti
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15. Rapid Prototyping
• Designing products on a computer and producing rough models to show potential consumers for their reactions
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Concept 15Use of Virtual Reality to Test Product Concepts
Kotler: Kendal JacksonLocal: Grand Monaco Homes, Jao Builders,
Chemical ManufacturersRP medical application:• Norde International Distributors
– Made 3-D printers that are able to replicate 3D objects from a model or file which is then used to rapidly prototype dental structures or prosthetic limbs and other prostheses
norde.com.ph/news.php?news_id=40&start=0&category_id=8&parent_id=8&arcyear=2014&arcmonth=8
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16. Crowdsourcing
• Inviting the Internet community to help create content or software, often with prize money or a moment of glory as an incentive.
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Concept 16Crowdsourcing
Kotler: CiscoLocal: KFC Mix & MatchRP medical application:• Healthcare Social Media Summit
– Healthcare professionals, students and advocates gather and crowd-source concepts on healthcare social media to discuss advanced health marketing
healthxph.net/master-class/post-summit-questions.html
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17. Lateral Marketing
• Combine two product concepts or ideas to create a new offering
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Concept 17Lateral Marketing
Kotler: Gas Station Stores, Cybercafes, Cereal Bars
Local: Fabric Detergent, KFC Double DownRP medical application:• Alaxan(Ibuprofen + Paracetamol)
– Combining two drugs in order to decrease side effects with the same or better potency
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18. Relative Advantage
• The degree to which the innovation appears superior to existing products– In line with incremental innovation, products
usually have a relative advantage over others that are in the same line. It is important to recognize mainly due to analyze the risk that one must take in order to adopt or innovate a new product in that line – will it topple the current product quo?
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Concept 18Relative Advantage
Kotler: Allen Bradley CorporationLocal: Colgate, Induction Cooker, ArielRP medical application:• Blood Glucose Meter
– Instead of going to the medical facility and have your blood extracted, companies have developed glucometers that can easily measure a person’s concentration of glucose in the blood right at home
– This convenience made people who have diabetes and even those who don’t adopt the product and buy it at an alarming rate
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In a nutshell
• Marketing is not as simple as A-B-C, but requires the inclusion of all factors that comprise a market such as employees and customers. Kotler discusses how the current concepts in marketing gives importance to effectivity and efficiency, without sacrificing quality of the product. This gives way to introducing new products to the market in a quick and successful manner. The mastery of the concepts included in the chapter gives an individual the tools that he needs in order to be more proficient in product development and release.
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TAPPING INTO GLOBAL MARKETS
Ateneo School of Medicine and Public Health
Chapter 21…
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Concept 19
What is a global firm?
• Operates in more than one country and takes advantage of opportunities not available to domestic firms
• Kolter: Conglomerates• Local: San Miguel Corp.• RP Medical: Pfizer Phil.
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Concept 20
What are the major decisions to becoming global? (p.597)
1. Deciding whether to go abroad2. Deciding which markets to enter3. Deciding how to enter the market4. Deciding on the marketing program5. Deciding on the marketing organization
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Thank You!Group F: Anzures, Coo, Lee, Ong-Lopez,
Sangalang J., TenorioASMPH 2017