Group F: Integrity 5

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Communicating Value: Designing & Managing Integrated Marketing Communications

Chapter 17…

The 4iApproach

In Action


Role of Marketing Communications

• Inform consumers• Persuade consumers• Remind consumers (directly or

indirectly)

........about the products and brands they sell


Role of Marketing Communications

• Strengthening customer loyalty = customer equity


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


Concept 3

Informational appeals (p.484)

Kotler: Thompson water-seal product demonstration ads

Local: Bulldog super glue demonstrations

RP medical application:Medical equipment demos


Concept 5

Message Source

Kotler: George Foreman Grille

Local: Bench perfumes by actors/actresses

RP medical application:Manny Pacquiao endorsing Alaxan


Total Marketing Communications Budget

1. Affordable Method2. Percentage-of-Sales Method3. Competitive-Parity Method4. Objective-and-Task Method


Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Chapter 19…

From mass communication

to more targeted, two-way communication


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.


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


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


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


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


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


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


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


Introducing New Market Offerings

Chapter 20..


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


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?


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


Concept 10Incremental Innovation - Make

Kotler: Glide shred-resistant dental flossLocal and RP medical application:• Medical Incubator by Fe del Mundo


11. Customer-Driven Engineering

• Incorporates new customer preferences in the final design


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.


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.


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


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


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


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.


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


15. Rapid Prototyping

• Designing products on a computer and producing rough models to show potential consumers for their reactions


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


16. Crowdsourcing

• Inviting the Internet community to help create content or software, often with prize money or a moment of glory as an incentive.


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


17. Lateral Marketing

• Combine two product concepts or ideas to create a new offering


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


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?


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


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.


TAPPING INTO GLOBAL MARKETS

Ateneo School of Medicine and Public Health

Chapter 21…


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.


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


Thank You!Group F: Anzures, Coo, Lee, Ong-Lopez,

Sangalang J., TenorioASMPH 2017

Group F: Integrity 5

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Transcript of Group F: Integrity 5