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