Case analysis
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Class6notes.pptxPillsbury – Accelerating Sales & IMC
Dr. Campbell
Class 6: February 8, 2022
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Meg Campbell () - Need promotion spending amount for 2013 or 2014.
Introductions
Chia-Ju Lee
Taehoon Kim
Kenady Jackson
Yue He
Fatima Hamidin
Brenden Gallardo
Sam Espinoza
Mohit Dhinakaran
2
Last Week
What is pattern advertising?
What is the consumer decision journey?
Is “increase sales” a communication objective?
What is a communication objective?
What do you need to include in a “smart” communication objective?
Why is it important to develop a communication brief?
Regarding Communication Briefs…
“Like building a house,
if the foundation is shaky, good luck.”
Lesya Lysyi
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Steps in Communications Strategy
S, T, P
Identify most important targets for communications
Identify what target customers need to know to be more favorably disposed toward our brand
Set objectives
Develop communication brief(s) for each different marketing campaign
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Learning Agenda
Pillsbury – Figuring out how to use communications effectively
Understanding Integrated Marketing Communications
Pillsbury
Pillsbury Chub
Scoop out with a spoon
Drop spoonful on baking sheet
Bake 12 – 15 minutes
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Usage and Attitude Study
Objectives:
Understand the differences between the Canadian and U.S. markets
ID differences that could be leveraged to increase growth in Canada
Qualitative
Objectives:
Explore, understand, uncover
Understand feelings toward different types of cookie baking
Similarities and differences between scratch and refrigerated
Gain insight into what is really driving moms’ cookie baking
Findings
Size of scratch baking is much larger in Canada than US (scratch dominant)
Kids are important
Pre-oven experience is different, and less positive
Post-oven experience is the same
Warm, fragrant cookies for close family moments where mom made a difference
Key benefits of refrigerated dough, relative to scratch, are about convenience, ease, ability to make anytime
Nonusers rate RCD lower on convenience than users and lapsed users do
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Guillen wondered…
How could we leverage the insights to increase the purchase frequency and/or market penetration?
Which consumers should the team target?
What should the brand messaging be?
Pillsbury Assignment
What is “Integrated Marketing Communications”?
American Association of Advertising Agencies
An approach that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines them to provide clarity, consistency, and maximum
communications impact.
Based on the idea that the integration and coordination of multiple elements of the marketing communication mix results in greater success.
More focused
More consistent
More effective
More efficient
IMC to Build the Brand
Understand consumer markets
STP
Analyze to uncover needed message, i.e., specific points to be communicated
Consider stage in purchase process
Hierarchy of effects
Consider alternative tools
Strengths and weaknesses
Costs
Develop coordinated communications mix
As covered in the Integrated marketing Communications Harvard reading.
Talks about the different types of communication tools. Discusses the need to understand the customer buying process and what stage particular targets are in. We ill go over in more detail when discuss consumer processing.
Media choices. Budgeting. Measurement.
Purposes of Marcom
Inform prospective customers about products, services, terms of sale, distribution channels, etc.
Persuade as to the benefits provided
Induce action
Create the positioning that is the basis of brand equity
Brand
Equity
Communications Process
Problem Awareness
Search
Evaluation/Preference
Decision & Purchase
Post Decision
Help consumers move through
the decision stages hierarchy
This is a process.
Somewhere during the process, people gain/create an overall sense of the product -- an image. The idea of comprehension can include understanding of specific attributes, but also “softer” types of understanding, e.g., personality, user imagery, etc.
Marcom is supposed to help consumers through this process.
Communication is Challenging!
High clutter and noise characterize today’s consumer environment
Consumers may lack motivation, ability or opportunity to process
Getting attention for any one message is very difficult
Gaining enough processing attention to create memory is especially difficult
The current best solution is “Integrated Marketing Communications”
4000 – 10,000 ads a day?!
Steps to Integration
Analyze
Market &
Consumers
Define
Marketing
Objectives
Develop
Comm
Objectives
Start with the customer! This is what should drive the choices.
Communication objectives drive a plan that is based on CHOICES among the specific promotion tools that you have available to develop a plan that utilizes multiple tools to communicate a consistent brand concept to the targets.
Steps to Integration
Analyze
Market &
Consumers
Define
Marketing
Objectives
Develop
Comm
Objectives
Develop
Integrated
Marketing
Communications
Program
Advertising
Interactive
PR
Promotions
Batra and Keller 2016
Marketers thus must be concerned not just with what each message can accomplish in isolation (its “main effect”) but also with what it needs to accomplish in the context of this entire sequence or stream of messages (its ”interactive effects”)
Batra and Keller
What does this mean?
Marketers thus must be concerned not just with
what each message can accomplish in isolation (its “main effect”)
but also with what it needs to accomplish in the context of this
entire sequence or stream of messages (its “interactive effects”).
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Consistency in Integrated Communications
Key Messages
The idea that communication tools should be coordinated with each other and with the company’s marketing mix to provide maximum impact and clarity of message.
All communications do not say the SAME thing, but instead, work together to create convergence.
This sounds good, is generally what we have been discussing all term.
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Old Way
PR
Product
Merchandising
Trade
Shows
Promotions
Direct
Marketing
Packaging
Advertising
Selling/
Proposals
Implications of the Brand Equity Approach
The manner in which a brand association is formed doesn’t matter
What matters is:
Favorability
Strength
Uniqueness
Think back to the concepts behind customer-based brand equity.
Awareness and associations. Want strong associations, and whereas there are better and worse ways of building strong associations, once an association is effectively created, it doesn’t really matter how it was formed.
Implications of the Brand Equity Approach, continued
Thus, evaluate the wide variety of marketing communication options available to create these knowledge structures in terms of:
Match with objectives
Cost
Effectiveness
Integrate all communication tools to converge on a core concept
Think back to the beginning of the class when we discussed marketing communications as “brand-customer interactions” - really, just about all marketing efforts can - and should - be considered in this light. If everything we do communicates something to the consumer, building associations in the customer’s networks, then the proper integration of all this communications is essential.
Regardless of chosen options, the entire program should be coordinated to create a consistent and cohesive brand image
Brand associations should share content and meaning
What is the CORE IDEA? Two approaches.
Two Approaches to IMC
Communications Idea
“Look and Feel”
Customer-based Brand Concept
“Meaning”
Communications: Physical Continuity
Increases motivation, opportunity, and ability to process
Builds stronger linkages in memory
“Brand element” focus
Physical Continuity...
Stronger associations may be created by explicitly linking marketing communications to the brand
Easier to recognize and link to brand
Cues to earlier communications
All forms of variation increase likelihood that consumers form and retrieve links between brand and communications
Cues can be identifiable scenes, characters, symbols, verbal phrases or slogans
Can place in or on:
Product packages, place of business, coupons or other promotions, yellow pages ads, print ads, TV ads, etc…
Increases motivation, opportunity, and ability to process
Builds stronger linkages in memory
Conceptual Continuity
Increases motivation, opportunity, and ability to process
Builds stronger linkages in memory
Develops brand meaning
Builds relationship
Strengthens response tendencies
“Customer-based brand concept” focus
Different audiences – but maintain some sense of the core brand meaning even across audiences.
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IMC - Consistency
PR
Customer-
Based Brand
Concept
Merchandising
Trade
Shows
Promotions
Direct
Marketing
Packaging
Advertising
Selling/
Proposals
Social
Media
Examples of Concepts that Drive the Brand
Nike - “Authentic athletic performance”
BMW - “The Ultimate Driving Machine”
Johnnie Walker - “We Inspire Men to Progress”
Virgin – “Genuine, fun, contemporary and innovative at a reasonable price”
Pace – “Genuine. Vibrant. Bold.”
Johnson & Johnson – “Trust and quality in OTC medicines”
Salesforce – “A Customer Company”
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IMC - Complementarity
Strengths?
Weaknesses?
Choose the best option to address each different communication objective
PR
Customer-
Based Brand
Concept
Merchandising
Trade
Shows
Promotions
Direct
Marketing
Packaging
Advertising
Selling/
Proposals
Social
Media
IMC – Cross-effects
PR
Customer-
Based Brand
Concept
Merchandising
Trade
Shows
Promotions
Direct
Marketing
Packaging
Advertising
Selling/
Proposals
Social
Media
Steps for Achieving Integrated Marketing Communications
1. From a thorough marketing analysis of the company, the marketing situation, and the customers’ wants and needs, create a competitive advantage.
2. This should drive the definition of the role and objectives of marketing communications within the overall marketing mix.
3. The specific marketing communications tools and messages are derived from the overall marketing communications strategy.
Old Spice
Started in 1934
Women’s fragrance
Men’s shaving soap and aftershave
An Old Spice Man always gets a warm welcome, wherever he lands.
1990 P&G purchased from Shulton Co.
Expanded the product line
Old Spice
1990 P&G purchased from Shulton Co.
Expanded the product line
2008 Old Spice Classic shower gel was sold using the slogan "The original. If your grandfather hadn't worn it, you wouldn't exist.”
Who is the target?
Old Spice
2009 doing quite poorly
Analyzed for a new communication strategy
Big Consumer Insight: women were buying a significant percentage of men’s body wash
Target women
Core concept: you want your man to smell like a man (fits within the “manliness” brand idea)
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Old Spice
SuperBowl Ad
Coupons
PR (targeted earned media)
Youtube videos
Media buy
Brand microsite
Social media (e.g., FB)
Coupons
Isaiah Mustafa
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Interactive Responses (screenshot)
Personalized real time responses to comments from normal people and celebrities FB, Youtube, Instagram, twitter)
Day 1 5.9 million youtube views
Day 2 8 out 11 most popular videos on the web
Day 3 more than 20 million views
Week more than 40 million views
Twitter following increased (2700%), FB fan interaction (800$), traffic to OS webpage increase (300%)
Became all time most viewed branded channel on youtube
Sales doubled
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Old Spice
Coupons (incentive)
PR (targeted earned media)
Youtube videos (owned media & earned)
Media buy (owned)
Brand microsite (owned earned)
Social media (e.g., FB) (owned --> earned)
Second Ad (owned)
Interactive response campaign (owned, targeted earned)
Coupons (incentive)
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Effective – YES!
29 million viral video views between the Super Bowl and July 2010 (4 ads)
Old Spice was the #1 all-time most viewed sponsored Youtube channel
Interactive videos reached > 34 million views in a week
FB fan interaction jumped 800% after videos
Traffic to OldSpice.com increased 300%
July 2010 sales 8% higher YOY, up 4.8 share points
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Integrating Communications
Traditional, mass media communications
Broader reach and greater control
Public relations
Even broader reach, greater credibility & “news”
Experiential communications
Greater engagement and brand interaction
Social media
Greater timeliness and “real” connection
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Consistency
Complementarity
Cross-effects
Strong IMC Components
Balance between creative & message
Must attract attention and engage consumers
Must persuade consumers of the merits of the brand
Points-of-parity
Points-of-difference
Need to be well-branded
Allow, facilitate, and encourage positive interactions online and offline
Give people something positive to talk about! Product or brand news; social events; marketing activities
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Next Week
Due: Reflections Saturday, 8:00 pm
Due: Pillsbury Action Plan and Communication Brief, Sunday, 8:00 pm
Readings
Very short video on Thinking Fast and Slow
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