Servicii vs produse
intangibile
perisabileproductie si
consum simultan
eterogene
“buy me and you'll get a good bargain”
550 iC
Mixul promotional
Ce poate face comunicarea
•Informeaza (educa)
•Convinge
•Reaminteste/reintareste
Informeaza
•Lansare de nou produs/marca•Noi utilizari ale unui produs existent•Miscari tactice, promotionale•Descrie marca/produsul
Convinge
•Creeaza preferinta pentru o anumita marca•Schimba perceptia•Subliniaza beneficiile•Ii indeamna la cumpare imediata
Reaminteste/reintareste
•Existenta marcii•Ca vor avea nevoi de produs in viitorul apropiat•Mentine marca “vie” in memorie•Consolideaza impresia favorabila asupra alegerii marcii/produsului
Cei 6 M din comunicare
•Market audience•Mission/Objectives•Message•Media•Money•Measure
•Ce rezultate vrem de la comunicare?
Cresterea vinzarilor!
Cresterea vinzarilor!
Calitate produs
Promotii
Distributie
Publicitate
Tehnologie
R&D Pret
SALES
Comunicare
Pret
Comunicarea - obiective specifice
Introduce New Products
Position Brands
Maintain Relationships
Obtain Outlets
Ongoing Contact
Support Sales Force
Get Immediate Action
Cognitiv Learn
ComportamentalDo
Afectiv Feel
Attention Interest Desire Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Piramida inversa a obiectivelor
90% Awareness
70% Knowledge
40% Liking
25% Preference
5% Use
Introducere
Category need
Brand awareness
Brand knowledge
Brand attitude
Crestere
Brand attitude
Brand preference
Maturitate
Top-of-mind awareness
Brand attitude
Brand loyalty
Customer satisfaction
Decline
Purchase New target groups
Sales
Time
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