1. Compare different marketing communication planning models: what are the stages?
SOSTAC model:
· S = Situational analysis (where are we now?).
· O = Objectives (where do we want to go?).
· S = Strategy (how do we get there?).
· T = Tactics (details of strategy).
· A = Action (putting the plan to work).
· C = Control (measurement, monitoring and modifying).
PASTA method
· Problem Definition
· Analysis
· Strategy
· Target Group
· Positioning
· Proposition
· Tactics
· Action
2. Discuss the different stages of the marketing communication planning process.
SOSTAC model:
A number of models can to plan marketing communications. The idea behind it is setting goals and implementing a controllable way to achieve it. SOSTAC Model that was developed by Paul Smith due to its effectiveness and its ability to incorporate various aspects of planning
· S = Situational analysis (where are we now?).
This is the assessment of a company’s internal and external environment in order to understand its capabilities, customers, competitors and environment. A SWOT analysis is a complete situational analysis of a company’s situation by taking into account internal and external factors. It stands for strength(S), weaknesses (W), opportunity (O) and threats (T); hence the acronym SWOT.
The idea here is for the company to analyse itself and its environment. Not only that but also aided in problem solving and decision making. By doing so, it will find internal and external factors that have positive implications as well negative impacts. This will then help in minimizing the negatives or at least prepare for them and also use the positives to its advantage.
· O = Objectives (where do we want to go?).
Setting objectives is a crucial component of any business. At any point in time a number of objectives exists depending on which aspect is observed. Example of varying objectives include business objectives, marketing objective, marketing communication objectives. Chris Fills (2005, 372) tell us of a useful tool to assist us in composing suitable objectives is the SMART guideline. SMART is an acronym that stands for Smart, Measurable, Achievable, Realistic and Time bound.
· S = Strategy (how do we get there?).
Strategy deals with how we can meet our objectives. Communication strategies can include factors such as segmentation, targeting, positioning, selection of communication tools and sequence of communication tools.
· T = Tactics (details of strategy).
These are activities performed to support strategies. They include promotional campaigns around themes based on strategic objectives. They are not meant to replace strategies rather they add excitement and new interest to a company’s regular routine for its customers. They range from seasonal promotions, anniversary sales or other events. (Baack & Clow 2007, 108). They include advertisment based on themes or subthemes, price changes, coupons, bonus packs and offers, contest and prizes. They must have a time frame.
· A = Action (putting the plan to work).
In this stage reveals, the tatcics are further explained in detail. This is where most of the implementation takes place. It is the section that requires a great deal of management because the budget and maintaing schedule falls into this category. Also, in the event things go wrong, a contigency plan has to be made.
· C = Control (measurement, monitoring and modifying).
This stage makes plans on the measurement and monitoring of progress. It is important to know how campaigns are perfroming early on rather than when it is too late. Control systems need to be exisit in order to monitor activities. The use of Key performance indicators also helps.
PASTA method
· Problem Definition
First, there must be a clear definition of the problem: Which goal does the client want to achieve? What issues are involved? What strategic objectives underlie the development of a plan? There must be knowledge about the organization, product or service. But also knowledge about what the client is really asking for. When an organization indicates low brand recognition, it is justified in asking more questions to seek out the reason why.
· Analysis
The second step is to analyze the market and the environment in which the organization or the product exists. To create an operational plan, there must first be an examination of the organization, consumers or customers, the product (supply) and competition.
This consists of both internal and external analysis. For internal analysis it is important to ask questions such as:
§ What is the organization?
§ Who does what?
§ What problems does the organization have?
The external analyses are more extensive. Most of the information will come from desk research or existing and available information within the organization. Questions to be answered are:
§ How is the market within which the organization operates defined?
§ How many consumers use the product? What is the market size?
§ Who are the customers or users?
§ What interest groups are important?
· Strategy
The term "strategy" is comprehensive and confusing. It should be regarded within the context of an operational plan. The term "concept" can also be used in place of strategy. The development of a strategy or concept within an operational plan consists of four modules, which are interdependent. These building blocks are: target group, objectives, proposition, and positioning.
· Target Group
o Which consumer segment is important?
o How is the target group defined?
o What are the needs of the target group?
o To what extent is the target group involved in the product?
o What are advantages the target group is looking for?
o What is important to the product for the target group?
o Which media is the target audience using?
The better the target group is known, the better the strategy that can be worked out. Many questions can be answered using desk research. Discussions and interviews with members of the audience or an observation of the target group can also provide a lot of information.
· Objectives
What should the campaign achieve? Marketing/communications objectives can be broadly divided into three categories: "Reach" goals, "Process" goals and "Effectiveness" goals. The Reach goal of communicating is to reach the target groups in an effective and efficient way. For this purpose a good segmentation and audience definition are needed, as well as insights into the media behavior of the desired segments.
Process goals are conditions which should be established before any communications can be effective. All communications should capture the attention of the target group, then appeal or be appreciated, and be processed (remembered).
The third type of goals are the Effectiveness goals. They are the most important, since Reach goals only assure sufficient exposure, and Process goals only ensure enough processing of the message to make the Effectiveness goals possible. An Effectiveness goal is a behavior goal: Buy, download, registration etc. An Effectiveness goal is the ultimate goal: to enter into a long-term relationship or obtain a growth in market share.
· Positioning
"Positioning" is the creation of a distinctive position relative to the competitors in the perception of the consumer. When an organization wants to determine positioning, it is important to have done a good competitive analysis.
An organization can choose an informational Positioning focusing on the functional attributes and benefits of the product: the product is the best solution, or the price is most favorable, or the delivery terms are the best. There can also be choice of a transformational Positioning. That responds to the needs of the customers to purchase a product. When products have many similarities, the transformational Positioning can provide a good solution. For example, values such as "sociability" and "convenience" are being used. When using a two-sided Positioning, there are functional aspects which are connected to the values and needs of the customer.
That responds to the needs of the customers to purchase a product. When products have many similarities, the transformational Positioning can provide a good solution. For example, values such as "sociability" and "convenience" are being used. When using a two-sided Positioning, there are functional aspects which are connected to the values and needs of the customer.
· Proposition
If the target group is known and Positioning is determined and it is clear what needs to be achieved, then a central message and values (Proposition) can be determined. The Proposition is the aggregate offer which can be separated into product, price, distribution (which channel?) and the communicative value of the offer. The value Proposition is shaped by the visible and invisible benefits to the consumer.
The Proposition is a bundle of products and services that represent value for customers. In the Value Proposition Design (Osterwalder et al, 2014), the Proposition is formed by a list of "Products and Services", the "Gain Creators" (description of how the offer creates advantage for customers), and "Pain Relievers" (description of how the offer alleviates specific customer pains).
The value Proposition is shaped by the visible and invisible benefits to the consumer. The Proposition is a bundle of products and services that represent value for customers. In the Value Proposition Design (Osterwalder et al, 2014), the Proposition is formed by a list of "Products and Services", the "Gain Creators" (description of how the offer creates advantage for customers), and "Pain Relievers" (description of how the offer alleviates specific customer pains).
· Tactics
The next step is to determine which devices, tools, and techniques are to be used. What communication tools and devices (channels) are used to achieve the goal? The channels are the traditional channels such as print (newspapers and magazines) and television, augmented by digital devices (desktop, laptop, tablet and especially the smartphone with internet access).
The tools are the traditional instruments such as advertising, sales promotions (brand activation), direct mail and retail promotion, augmented by typical Internet tools such as the website, the app, email-marketing, bannering and mobile marketing.
The techniques are specific and unique to the internet, such as search engine marketing (traceability), behavioral targeting (communications offering based on the behavior of the user), and affiliate marketing ("sellers" are rewarded based on units sold). Within the Tactics phase, devices and tools and techniques are to be weighed to determine which can be used to achieve the target within the strategy.
· Action
Once all the tools and resources have been established, the content for the tools is to be developed to actually carry out the messages. The ads (e.g. AdWords) must be created, the e-mail campaign must be designed, the website should be developed, etc., etc. This step is about creating a schedule, determining a budget and designating people.
o Time: Making a timetable
o Money: How can the budget be used? Which channels must be chosen for exposure?
o People: Who has the expertise to design a tool? Is the developing outsourced?
Resources:
2.1 Do you think that there is a better model than another?
I think there is no better model, company need to choose a suitable model according to their own situation.
2.2 Should companies follow the same model?
No, as I mentioned before company need to choose a suitable model according to their own situation.
3. What are the characteristics of a successful marketing communication plan or campaign?
· Clear, realistic goals which you can be confident of hitting
· The best strategy to achieve these goals against your competition
· Sufficient details of the tactics and actions needed to translate the strategy into action
· A method to check you are on track with your plans
Resources:
4. Discuss the marketing communication planning of another chosen company.
Always #LikeAGirl
Feminine care brand Always wanted to target the next generation of consumers. The company noticed an opportunity to support girls as they transition from puberty to young women, according to a case study from Design and Art Direction (D&AD), a British charity that promotes excellence in design and advertising.
“We set out to champion the girls who were the future of the brand,” Judy John, CEO and chief creative officer of advertising firm Leo Burnett Canada, told D&AD. “Girls first come in contact with Always at puberty, a time when they are feeling awkward and unconfident-a pivotal time to show girls the brand’s purpose and champion their confidence.”
Research discovered that more than one-half of women claimed they experienced a decline in confidence at puberty. The Always creative team was drawn to the derogatory phrase “like a girl” and developed an integrated marketing campaign to transform it to a phrase of empowerment. The campaign uses television, print and social media, but the centerpiece of #LikeAGirl is a video created by documentary filmmaker Lauren Greenfield. It led to the following results, according to D&AD.
- The film generated more than 85 million views on YouTube from more than 150 countries.
- Prior to watching the film, 19 percent of 16- to 24-year-olds had a positive association toward “like a girl.” After watching, 76 percent no longer saw the phrase negatively.
- Two out of three men who watched the film said they’d now think twice before using “like a girl” as an insult.
- The campaign won D&AD awards across eight categories and generated considerable global awareness.
