Free Essay

Marketing

In: Business and Management

Submitted By jntc2009
Words 1697
Pages 7
Mix de Comunciação
A Função de Planeamento de Meios

1

Processo de Elaboração de 1 Estratégia de Mkt
1. Análise diagnóstico 1. Mercado 2. Concorrência 3. Interna 2. Fixação dos objectivos 3. Escolha das opções estratégicas fundamentais 1. Fontes de mercado (concorrência) 2. Alvos 3. Posicionamento 4. Formulação e avaliação do mkt mix 5. Planos de Acção
2

Fixação de objectivos
Exemplos de objectivos: - Volume e quota de mercado - Rentabilidade - Imagem da Marca e satisfação de clientes
Estes objectivos serão especificados ao nível das variáveis do Mkt Mix

3

Níveis

Âmbito

Marketing
Objectivos

Conquista de quota de mercado - Obter um certo volume de vendas e um certo nível de margem - Atingir uma certa notoriedade - Contribuir para a satisfação dos clientes
-Fazer

Comunicação

conhecer - Fazer gostar -Fazer agir
-Conjunto

Marketing Alvos

de pessoas susceptíveis de comprar ou consumir o produto -Alvos: clientes actuais (fidelização) e potenciais (conquista)
-Clientes actuais,

Comunicação

potenciais influenciadores, comunicação social, público interno, entidades oficiais, autarquias, sindicatos
Lugar que queremos dar ao produto no mercado (pp de identificação) contra uma concorrência com uma imagem específica (pp de diferenciação) «Imagem» de posicionamento de marketing Política traçada para as quatro variáveis de acção de Mkt hierarquizando os seus contributos Escolha sobre os instrumentos de comunicação a utilizar

Marketing Posicionamento Comunicação Marketing Mix Comunicação

4

Diagnóstico
• Anunciante • Mercado • Estratégia de marketing em diferentes vertentes  ESTRATÉGIA DE COMUNICAÇÃO COERENTE

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Com o diagnóstico…Grelha do anunciante
1. Caracterização do anunciante 2. Dimensões do mercado 3. Compradores e consumidores 4. Concorrência 5. Portfólio de Produtos 6. Distribuição 7. Programa de vendas 8. Publicidade 9. Promoções de vendas 10. RP 11. 12. 13. 14. Marketing directo Patrocínio Merchandising Comunicação online

6

Estratégia de comunicação
Conjunto de decisões integradas que permite à organização atingir os objectivos esperados, bem como definir os meios a implementar para os concretizar. 1. O que pretende obter? Quais os objectivos da comunicação alvo 2. Como pensa consegui-lo?
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Estratégia de Marketing
Marketing Mix

Papel da comunicação na Estratégia de Marketing
Objectivos de comunicação Alvos de Comunicação

Diagnóstico do anunciante

Mensagem Conteúdo + Estratégica Criativa

Mix da Comunicação Critérios de avaliaçãp Plano de comunicação Execução Controlo Avaliação

Plano de media

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Estratégia de Comunicação
Três Vantagens: 1. Ferramenta - Favorece a coerência, consenso, continuidade
2. Pedagogia - Estabelecimento de um processo de diagnóstico, etc, permite a partilha de objectivos, acções que visam maximizar os resultados de comunicação
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Estratégia de Comunicação
3. Embalagem - Uma estratégia bem formulada pode ser um meio para melhor vender uma campanha à estrutura dirigente da organização, aos colaboradores, às forças de vendas ou aos canais de distribuição

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Antes, no Mix da Comunicação
Investimentos publicitários: -Imprensa -TV -Outdoors -Rádio -Cinema
Investimentos de promoção e outros: -Marketing directo -Patrocínio, mecenato -Relações Públicas -Salões, feiras, exposições -Promoções -Internet

Nos Media ou Above de Line

Fora dos Media ou Below the Line

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Hoje…
Merchandising Relações Públicas

Promoções

Patrocínio e Mecenato

Comunicação de Marketing

Publicidade

Marketing Directo
Força de Vendas

Online

12

MIX DE COMUNICAÇÃO
Da Estratégia de Marketing à Estratégia de Comunicação

13

Processo de uma estratégia de Marketing
1. Análise Diagnóstico 2. Fixação dos objectivos 3. Escolha das opções estratégicas fundamentais 4. Formulação e avaliação do marketing mix 5. Planos de acção

14

Mix da Comunicação
Above the line e Below the line Vs Eficácia e eficiência das ferramentas de comunicação
Cada ferramenta tem características específicas diferentes, com alcance distinto sobre os objectivos, alvos, impacto.

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Ferramentas
Mkt Directo
Promoções de Vendas

Publicidade

Mix de Comunicação
Merchandising Força de Vendas

Patrocinio e Mecenato

Relações Públicas

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Mix de Comunicação
FERRAMENTAS

PUBLICIDADE

Alvos de grande dimensão Efeitos a MLP Mais orientada para o produto Objectivos possíveis: aumentar notoriedade estimular a compra informar dar a conhecer novos produtos

FORÇA DE VENDAS

Variável de comunicação mais completa Adequação permanente do agente de comunicação ao interlocutor Transmissão e recepção de informação Alvos definidos e de reduzida dimensão Impacto CMLP Comunicação de produto / marca Objectivos: fidelização demonstração e transmissão de inform credibilização da organização

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Mix de Comunicação
FERRAMENTAS MARKETING DIRECTO Substitui a força de vendas: transmite informação e permite receber feedback Alvo preciso e identificadp Efeito de Curto e Médio Prazo Objectivo de fidelização Efeito Médio e Longo Prazo Melhor adequação à comunicação institucional Alvo deve estar ligado ao tipo de evento ou entidade patrocinada Objectivos: • Notoriedade • Reforço imagem /posicionamento • Credibilização e transmissão de confiança

PATROCÍNIO E MECENATO

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Mix de Comunicação
FERRAMENTAS

RELAÇÕES PÚBLICAS

Menos utilizada nos alvos tradicionais da publicidade (consumidor final) Muito utilizada em públicos internos e grupos sociais específicos Efeitos MLP Comunicação empresarial Objectivos: Melhoria da imagem da organização Credibilização Envolvimento Informar
Variável exclusiva do produto Efeitos CP (muito curto prazo) Actua sobretudo no momento específico da compra Objectivos: Estimular a compra Dar a conhecer novos produtos Promover a experimentação Escoar produtos ou esbater sazonalidade
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PROMOÇÕES

Mix de Comunicação
FERRAMENTAS MERCHANDISING Só é considerada de comunicação, na sua vertente de “sedução” Alvos bem defnidos (clientes no ponto de venda) Impacto de CP Objectivos: Provocar a decisão de compra Promover novos produtos Levar à experimentação ou consumo do produto ou serviço

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Além das formas tradicionais: comunicação online
    Sites próprios Micro-sites promocionais Search marketing Widgets e Desktop application  E-RP        Podcasting Permission e-mail Product Placement Advergaming Redes Sociais Web Display Mundos virtuais

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Estruturar uma estratégia de comunicação
1. ALVOS DE COMUNICAÇÃO
Alvos de marketing ≠ Alvos de comunicação Indivíduos que influenciam a compra/consumo, que podem iniciar o processo de decisão de compra – prescritores.

22

Estruturar uma estratégia de comunicação
2. OBJECTIVOS DE COMUNICAÇÃO
Requisitos: • Quantificação • Espaço temporal • Clareza e precisão • Mensurabilidade • Metas Realistas
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Estruturar uma estratégia de comunicação
2. OBJECTIVOS DE COMUNICAÇÃO
Existem 3 categorias de objectivos:  Dar a conhecer (aprender)  Fazer gostar (sentir)  Fazer agir (fazer)

24

Estruturar uma estratégia de comunicação
2. OBJECTIVOS DE COMUNICAÇÃO
Dar notoriedade
Informar Promover a experimentação

Promover fidelização
Estabelecer sazonalidade Credibilizar

Visitar site
Partilhar experiências Mobilizar

Divulgar
Demonstrar Estimular a compra Dar a face Posicionar

Promover a imagem
Vender Escoar produtos Transmitir confiança Envolver

Dinamizar
Gerar Leads Gerar conversações Gerar Buzz Engagement
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Estruturar uma estratégia de comunicação
3. NÍVEIS DE COMUNICAÇÃO
Comunicação Produto Vs. Comunicação Corporate   Mensagem Comercial Vs. Institucional Distinguem-se mais pela mensagem do que pelos meios escolhidos.
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COMUNICAÇÃO COMERCIAL
Desempenho do produto: COMUNICAÇÃO DO PRODUTO
• Características objectivas

COMUNICAÇÃO CORPORATIVA
Desempenho da empresa: COMUNICAÇÃO DA EMPRESA
• Performances económicas, sociais, etc.

Personalidade da marca: COMUNICAÇÃO DA MARCA • Território do imaginário posicionamento

Personalidade da Empresa: COMUNICAÇÃO INSTITUCIONAL • Valores fundamentais da empresa
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O Plano de Comunicação

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Definição: Documento que estrutura os diversos elementos que compõem a estratégia de comunicação, de forma a atingir os objectivos de marketing.

29

O Plano de Comunicação
Plano de Negócio

Plano Financeiro

Plano de Marketing

Plano de Produção

Outros Planos

Plano Comercial

Plano de Publicidade

Outros Planos

Plano de Meios e Suportes

Plano de Plano de Criatividade Criatividade
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Partes integrantes do Plano de Comunicação
1. Análise da Situação - Caracterização do meio envolvente

(background/enquadramento)
2. Orientação Estratégica - Objectivos de Comunicação e

Posicionamento
3. 4. Selecção e Caracterização dos Públicos-alvo Escolha de Meios e Orientação Criativa - Selecção dos Meios de

Suporte, Definição dos Eixos de Comunicação e das Principais Mensagens
5. Pré Testes e Realização Técnica - Calendarização das Acções Cronograma 6. 7. Orçamento por Acções Avaliação (indicadores de avaliação por acção)
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Objectivos de Comunicação
Regras:
SMART - Specific, Measurable, Achive, Realistic, Time bound

Funções:
- Conduzir o trabalho dos Criativos (na agência publicitária) e da equipa de marketing (na empresa) - Prioritização de Campanhas e outras decisões, em função dos melhores resultados esperados face aos objectivos

- Permite avaliar os resultados da comunicação

32

(Caso real) Objectivo de Marketing - Dodot aumentar as vendas de fraldas Objectivos Comunicação
- Oferta de fraldas a mães em maternidades - Campanha publicitária na TV e imprensa para as mães - Demonstração e Formação do produto a enfermeiras - Mailing com amostras para pediatras - Promoção de sell in a distribuidores - Concurso do Bebé mais bonito para ilustrar embalagens (sell out)
33

Objectivos Publicitários
Dar a Conhecer – a existência de um produto, as suas características, o modo de utilização, etc.

-

Fazer Gostar – do produto, da marca, da empresa, de um político, de uma causa social, etc. Relacionado com a afectividade, modificação, criação ou

reforço de atitudes ou opiniões.

-

Fazer Agir – Incitar o consumidor a ir à loja, a ensaiar um produto, a pedir uma brochura de informação, a votar num político, a subscrever uma causa, a participar num evento, etc.
34

Tipos de Objectivos:
Das Empresas
1 - Cobertura 2- Frequência de impactos 3 - Imagem 4 - Notoriedade 5 - Comunicar produtos novos - Tipo de produto já existe no mercado - Tipo de produto não existe no mercado 6 - Atitudes 7 - Competição com concorrentes 8 - Distribuição 9 - Venda 10 - Aspectos sociais

35

Tipos de Objectivos:

Das Associações / Organizações 1- Obter notoriedade (dar a conhecer a instituição)
2 - Modificar atitudes 3 - Modificar hábitos e costumes sociais 4 - Adesão de novos membros

5 - Captação de fundos
6 - Sensibilizar a população para algo determinado
36

Tipos de Objectivos:
1 - Informar 2 - Divulgar leis

Da Administração Pública

3 - Modificar hábitos e comportamentos sociais 4 - Criar, manter ou melhorar a imagem

5 - Destacar a existência ou notoriedade de uma instituição
6 - Favorecer a actividades sectoriais 7 - Promover serviços
37

As Agências de Comunicação
Agências Criativas ou Agências Publicitárias
– Tendência de subcontratarem os meios às agências de meios ou centrais de compra – Principais departamentos:
Contacto Planeamento Estratégico Criativo Produção Tráfego Financeiro
Ex.: BBDO, McCann, Young & Rubicam, BBZ, NTM, Sino, Edson FCB, Euro RSCG
38

Agências de Meios
Media Research Estratégia e Planeamento de Meios Negociação e Compra de Espaço Monitorização das Audiências Controlo e Avaliação das Campanhas Renegociação com Suportes (ex.: TV, em função de alterações ocorridas nas audiências, etc.)
Ex.: Tempo OMD, Iniciative Media, Media Planning, Mindshare, Team

Agências de Merchandising
Especialistas em campanhas bellow the line no Ponto de Venda Estrutura idêntica às agências publicitárias
Ex.: Nomimarketing, CIMP, Ogilvy Activation
39

Outras Agências e Parceiros
• • • • • • • • • • • • • Agência de Design Agências de Modelos e Casting Agências de Promotoras / Hospedeiras / Trabalho temporário Estúdios Fotográficos Empresas de Artes Gráficas Empresas de Bancos de Imagem Produtoras de Imagem Produtoras de Som Empresas de Estudos de Mercado Agências de Marketing Directo Agências de Multimédia e Internet Agências de Relações Públicas Etc.
40

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...Assessment: MKC1 Market Environmental Variables Reading: Contemporary Marketing: Chapter 3 Questions: 1. How would you categorize Generation X using the five segments of the marketing environment? A: Competitive Environment B: Political-legal environment C: Economic environment D: Technological environment E: Social-cultural environment 2. Joe and Ryan both have storefronts in the local mall. Joe sells candies and Ryan sells pretzels. Are Joe and Ryan in direct competition with each other? A: Yes B: No Consumer Behavior and Marketing Reading: Contemporary Marketing: Chapter 5 Questions: 1. Rachel and Sarah’s parents always purchased groceries from the local Aldi marketplace. What is this type of behavior an example of? A: Cultural influences B: Social Influences C: Personal factors 2. Maryanne purchases Maxwell House coffee every two weeks from the grocery. What is this type of behavior an example of? A: Routinized Problem Solving B: Limited problem solving C: Extended problem solving 3. Aaron does research on several local colleges before applying to his first three choices. This is an example of: A: High – involvement purchase decision B: Low – involvement purchase decision Marketing Plans Reading: Contemporary Marketing: Chapter 2 + Ch. 2 Appendix Web sites: http://www.jpec.org/handouts/jpec33.pdf http://www.netmba.com/marketing/process/ Questions: 1. Strategies are designed to meet......

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...Appendix C Sample Marketing Plan C1 APPENDIX C Sample Marketing Plan Star Software, Inc. Marketing Plan 1 I. EXECUTIVE SUMMARY Star Software, Inc., is a small, family-owned corporation in the first year of a transition from first-generation to second-generation leadership. Star Software sells custom-made calendar programs and related items to about 400 businesses, which use the software mainly for promotion. Star’s 18 employees face scheduling challenges, as Star’s business is highly seasonal, with its greatest demand during October, November, and December. In other months, the equipment and staff are sometimes idle. A major challenge facing Star Software is how to increase profits and make better use of its resources during the off-season. An evaluation of the company’s internal strengths and weaknesses and external opportunities and threats served as the foundation for this strategic analysis and marketing plan. The plan focuses on the company’s growth strategy, suggesting ways in which it can build on existing customer relationships, and on the development of new products and/or services targeted to specific customer niches. Since Star Software markets a product used primarily as a promotional tool by its clients, it currently is considered a business-to-business marketer. This sample marketing plan for a hypothetical company illustrates how the marketing planning process described in Chapter 2 might be implemented. If you are asked to create a marketing......

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...oriented philosophy is so important. The phrase market-oriented is used in marketing conversations as an adjective describing a company with a marketing orientation. Market orientation more describes the company's approach to doing business. Market-oriented defines the company itself. If a company is market-oriented, its board and executive leadership believe that the best way to succeed is to prioritize the marketplace above products. This usually goes over well with customers, but the company also must have adequate research and development to provide what the market wants. Hence, a market-oriented organization is one whose actions are consistent with the marketing concept. Difference Between Marketing Orientation & Market Oriented by Neil Kokemuller, Demand Media http://smallbusiness.chron.com/difference-between-marketing-orientation-market-oriented-14387.html Marketing is a management process and management support for marketing concept is very important element in success. If a company wants to be successful then it is market oriented. Marketing involves identifying the customer requirements and estimate the customer requirements in future. It requires planning which is very important process of marketing. To satisfy the needs the business should provide benefits – offering right marketing at right time at right place. Generally market based companies adopt strategic level marketing that defines the mission and long term objectives of the......

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