Marketing Industriale e Direzione d`Impresa

Marketing Industriale e
Direzione d’Impresa
Lezione 31 Integrated marketing communication
Ing. Marco Greco
m.greco@unicas.it
Tel.0776.299.3641
B2C: Scelta del prezzo
Nel fissare il prezzo, l’impresa deve tener conto del fatto che i consumatori
possono effettuare facilmente confronti con altre imprese
Tecniche di fissazione del prezzo:
• prezzo nullo
• prezzo fisso
• promozioni rivolte a specifici acquirenti
• aste online
• negoziazione
• co-acquisto (gruppi d’acquisto)
• fissazione del prezzo da parte dell’acquirente
• Modello freemium
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Il modello freemium
• Software base gratuito
–
–
–
–
–
Feature limited (e.g. a "lite" version of software, such as Skype)
Capacity limited (e.g. SQL Server Express, ristretto a database di 10GB o meno)
Seat limited (e.g. usabile da una sola postazione)
Customer class limited (e.g. solo per uso didattico)
Effort limited (e.g. tutto gratis, ma per attivare le funzionalità bisogna faticare di
più, mentre la versione premium avrebbe accesso semplice a ogni funzionalità)
– Support limited (e.g. assistenza limitata o assente)
– Time or bandwidth limited (e.g. servizio completo per tempo limitato)
– Pubblicità (e.g. banner, pop-up, o barre di ricerca)
• Software premium a pagamento
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B2C: Spesa media per settore
Fonte: Osservatorio B2C – Politecnico di Milano 2010
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B2C: Modalità di pagamento
Fonte: Osservatorio B2C – Politecnico di Milano 2010
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B2C: Scelta della distribuzione
• Pure click
Offerta del prodotto esclusivamente attraverso il canale online
• Brick-and-click
Offerta del prodotto sia attraverso il canale online sia attraverso i
canali tradizionali. Possibili diverse opzioni:
– prodotti o condizioni differenti sui diversi canali
– stessi prodotti e condizioni, ma con margini minori per gli intermediari
– ricezione degli ordini online, consegna merce nei punti vendita
• Brick-and-mortar
Presentazione del prodotto sul canale online, vendita solo attraverso i canali
tradizionali
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Comunicazione online
La comunicazione online ha lo scopo di trasmettere i messaggi
dell’impresa, rendendoli visibili ai clienti obiettivo, e di migliorare il
CRM e l’immagine dell’impresa
Sfrutta le caratteristiche di Internet come:
• Comunicazioni many-to-many
• Tempistica di interazione ridotta
• Possibilità di personalizzazione delle interazioni
• Possibilità di standardizzazione delle interazioni
• Veicolazione di contenuti multimediali
• Tracciabilità delle azioni
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Strumenti di comunicazione online
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•
•
•
•
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Sito web
Posizionamento nei motori di ricerca
Banner, Interstitial e Pop up
Presenza su portali
E-mail marketing
Community, veicolate anche attraverso siti di social
networking, virtual word e social gaming
• Multicanalità, ossia integrazione con i media tradizionali
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Sito web: Progettazione
Scelta del nome del dominio
Scelta dei servizi di hosting
Definizione degli obiettivi del sito
Raccolta, classificazione e organizzazione delle informazioni
Realizzazione del progetto grafico
Selezione delle tecnologie per la realizzazione del sito
Realizzazione del sito e pubblicazione
Verifica delle performance del sito
Aggiornamento del sito
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Manutenzione del sito
Sito web: Fattori critici del design
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•
•
•
Contesto (aspetto grafico e strutturale generale)
Contenuto (elementi multimediali interni)
Comunità (funzionalità di supporto alla comunità)
Customizzazione (capacità di adattarsi alle caratteristiche dei
singoli utenti)
• Comunicazione (funzionalità che permettono l’interazione tra
l’impresa e i clienti)
• Connessione (capacità di legarsi ad altri siti)
• Commercio (capacità di attivare transazioni)
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Prestazioni di un sito
Facilità d’uso
1. Sito visualizzabile in tempi brevi
2. Pagina iniziale di facile comprensione
3. Accesso alle altre pagine in modo agevole, veloce e intuitivo
Qualità estetica
1. Pagine dall’aspetto pulito e non troppo dense di contenuti
2. Caratteri e dimensioni del testo che ne facilitino la lettura
3. Uso coerente di grafica colori e suoni
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I contenuti
• I consumatori ritornano su siti con contenuti nuovi
• I più attraenti sono:
– Informazioni approfondite con link e siti correlati
– Informazioni aggiornate su argomenti di interesse
– Offerte gratuite sempre nuove
– Concorsi e premi
– Elementi umoristici
– Giochi
http://www.mtv.it/
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Sito web: Tracking
Utilizzo dei log per conoscere:
• data e ora delle richieste del singolo utente
• URL di provenienza dell’utente
• Tipo e versione del browser utilizzato dall’utente
• Indirizzo IP dell’utente
• Numero di byte trasferiti e ricevuti
• Codice di risposta del server
• Tempo impiegato dal server per rispondere alla richiesta
Permette di ottenere:
- una maggiore informazione sull’utilizzo del sito da parte dei utenti
- una classificazione più dettagliata degli utenti, anche grazie ai cookies
- un monitoraggio puntuale della funzionalità del sito
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Posizionamento nei motori di ricerca
Anzitutto, registrazione del sito nei motori di ricerca
Miglioramento della posizione del sito nella lista dei risultati generati da un
motore di ricerca (ranking)
• attraverso indicizzazioni a pagamento (pay-per-click)
• attraverso operazioni iterative volte a comprendere le logiche del processo di
indicizzazione (serch engine optimization): scelta opportuna del titolo, delle
parole chiave e dei meta-tag del sito, livello adeguato di usabilità, scambio di
link
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Posizionamento nei motori di ricerca
Il processo di indicizzazione varia a seconda dell’algoritmo alla base
del motore di ricerca, che può utilizzare spider, opinioni degli utenti
o altro
Inoltre, ogni motore di ricerca varia l’algoritmo nel tempo  L’utilizzo
di tecnologie semantiche migliorerà notevolmente le prestazioni dei
motori di ricerca
Possibilità di rivolgersi ad aziende specializzate
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Posizionamento nei motori di ricerca
Perché sono importanti i motori di ricerca?
• 80% del traffico in Internet è generato da ricerche sui motori
• 90% degli utenti consulta al massimo i primi 30 risultati di una ricerca
Fonte: StatCounter – GlobalStat
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Banner, interstitial e pop up
• Banner: spazi di advertising rettangolari, contenenti testo,
immagini o video, che, con il click, reindirizzano al sito
• Interstitial: spazi di advertising che compaiono
automaticamente sulla stessa finestra del browser, per un
tempo limitato, quando si cerca di accedere ad un sito
• Pop up: spazi di advertising che compaiono
automaticamente su una nuova finestra del browser quando
si cerca di accedere ad un sito
Il costo di queste forme di advertising cambia a seconda delle
caratteristiche peculiari dell’oggetto e della popolarità del sito
che li ospita
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Presenza su portali
Sito web generalista, contenente diverse funzionalità, come
motore di ricerca, mailbox, notizie, meteo, oroscopo, etc.
Possono essere:
• orizzontali: rivolti ad un pubblico generale
• verticali: rivolti a tematiche specifiche
Punto di accesso a Internet di molti navigatori
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E-mail marketing
Utilizzo di comunicazioni via e-mail per contattare:
• clienti già acquisiti o contattati attraverso azioni di permission marketing. Fanno
parte della mailing list dell’impresa
• clienti potenziali, i cui dati sono acquisibili da società specializzate
Costo ridotto e possibilità di segmentazione della clientela
Modalità:
• invio di messaggio pubblicitario diretto, sintetico e con link a sito
• invio di messaggio elaborato, su tematiche di interesse dell’utente, con link
pubblicitari allegati (newsletter)
Efficacia ridotta da spamming e da filtri antispamming
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E-mail marketing
Fonte: European E-mail Marketing Consumer Report 2010
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6.1 What media should be used?
• Target-audience media habits: use the media preferred by the
target audience
• Product: use the media that emphasizes the product characteristics
the most (e.g. Women’s dresses in colour magazines)
• Message: A message announcing a major sale tomorrow will require
radio, TV, or newspaper. A message containing a great deal of
technical data might require specialized magazines or mailings.
• Cost: Television is very expensive, whereas newspaper advertising
is relatively inexpensive. What counts is the cost-per-thousand
exposures.
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6.1 What media should be used?
• Circulation: # of physical units carrying the advertising (e.g.
billboards in a metro station)
• Audience: # of people exposed to the vehicle. Audience may
be larger than Circulation. (e.g. people coming in the metro
station)
• Effective audience: # of people with target audience
characteristics exposed to the vehicle. (e.g. theatre lovers
coming in the metro station)
• Effective ad-exposed audience: # of people with target
audience characteristics who actually saw the ad. (e.g.
theatre lovers actually seeing the billboards)
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6.1 What media should be used?
• Coverage (C): # of people who actually saw the ad
• Frequency (F): average # of times in which the ad has been saw by
a person
– Trade-off between brand memorization and irritation of the customer
• Impact (I) : parameter describing the quality of an exposition (e.g. a
sewing class ad on a finance magazine will have poor quality)
– Audience quality, Audience attention probability, editorial quality
Exposure: C*F
Weighted exposure: C*F*I  this concretely impacts on brand
awareness
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Trade-off between brand memorization and
irritation of the customer
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6.1 Advertising timing
• Carryover: rate at which the effect of an advertising
expenditure wears out with the passage of time.
• Habitual behaviour: how much brand holdover occurs
independent of the level of advertising
• Buyer turnover: rate at which new buyers enter the
market
• Purchase frequency: # of times during the period that
the average buyer buys the product
• Forgetting rate: rate at which the buyer forgets the brand
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6.1 Advertising timing
• Continuity: scheduling exposures
evenly throughout a given period
• Concentration: spending all the ad
dollars in a single period
• Flighting: ad for some period,
followed by no advertising, followed
by a second period of ad activity
• Pulsing: continuous ad at lowweight levels reinforced periodically
by waves of heavier activity
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6.1 How should the results be evaluated?
• Communication effect
– Pre testing
• Direct rating method: consumers rate alternative ads
• Portfolio tests: consumers view a portfolio of advertisements, then are asked
to recall all the ads and their content, aided or unaided by the interviewer
• Laboratory tests use equipment to measure physiological reactions
– Post testing
• Overall communication impact of the campaign (e.g. brand awareness)
• Sales effect
– Improvement in sales depending on advertisements
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6.2 Sales promotion
• Communication: they gain attention and usually provide information
that may lead the consumer to the product
• Incentive: they incorporate some concession or inducement that
gives value to the consumer
• Invitation: they include a distinct invitation to engage in the
transaction now
• Can be used for short-run effects such as dramatizing product offers
and boosting sales
• Can be used to attract new triers, to reward loyal customers, and to
increase the repurchase rates of occasional users
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Yves Rocher mail promotions
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Frequent promotions
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6.2 Price promotion
• May devalue the product offering in the buyers’ minds  they
can buy it mainly when it goes on sale
• Promote greater consumer awareness of prices
• Useful for small brands seeking to enlarge their share, less
effective for a category leader whose growth lies in expanding
the entire category
• Enable manufacturers to adjust to short-term variations in
supply and demand
• Enable manufacturers to measure customers price-sensitivity
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Promotions to exploit switch-off costs
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6.2 Sales promotion
Consumer promotion
Trade promotion
Business promotion /
sales force
promotion
• samples, coupons,
cash refund offers,
prices off, premiums,
prizes, patronage
rewards, free trials,
warranties, tie-in
promotions, crosspromotions, point-ofpurchase displays,
demonstrations
• prices off, advertising
and display
allowances, free
goods
• trade shows and
conventions, contests
for sales reps,
specialty advertising
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6.2 Consumer promotions
• Samples: Offer of a free
amount of a product
• Coupons: Certificates
entitling the bearer to a stated
saving on the purchase of a
specific product
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6.2 Consumer promotions
• Cash Refund Offers (rebates):
Provide a price reduction after
purchase rather than at the
retail shop
• Price Packs (cents-off deals):
Offers to consumers of savings
off the regular price of a
product, flagged on the label or
package.
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6.2 Consumer promotions
• Premiums (gifts): Merchandise
offered at a relatively low cost or
free as an incentive to purchase a
particular product.
• Prizes (contests, sweepstakes,
games): Prizes are offers of the
chance to win cash, trips, or
merchandise as a result of
purchasing something.
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6.2 Consumer promotions
• Patronage Awards: Values in cash or
in other forms that are proportional to
patronage of a certain vendor or group
of vendors. Example: Most airlines
offer frequent flier plans. Marriott
hotels has adopted an honoured guest
plan that awards points for users of its
hotels.
• Free Trials: Inviting prospective
purchasers to try the product without
cost
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6.2 Consumer promotions
• Product Warranties: promises
by sellers that the product will
perform as specified or that the
seller will fix it or refund the
customer’s money during a
specified period.
• Tie-in Promotions: two or
more brands or companies
team up on coupons, refunds,
and contests to increase
pulling power.
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6.2 Consumer promotions
• Cross-Promotions: Using one
brand to advertise another
noncompeting brand.
• Point-of-Purchase (POP)
Displays and Demonstrations:
POP displays and demonstrations
take place at the point of purchase
or sale
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6.2 Trade promotions
• Price-Off (off-invoice or off-list): A straight discount off the list price on
each case purchased during a stated time period.
– encourages dealers to buy a quantity or carry a new item that they might not
ordinarily buy
– The dealers can use the buying allowance for immediate profit, advertising, or
price reductions.
• Allowance: An amount offered in return for the retailer’s agreeing to
feature the manufacturer’s products in some way.
– compensates retailers for advertising the manufacturer’s product (e.g. for
carrying a special product display)
• Free Goods: Offers of extra cases of merchandise to intermediaries who
buy a certain quantity or who feature a certain flavor or size.
– Manufacturers might offer push money or free specialty advertising items to
retailers that carry the company’s name.
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6.2 Business promotion / sales force
promotion
• Trade Shows and Conventions: Industry associations
organize annual trade shows and conventions. Firms selling
products and services to the particular industry buy space
and set up booths and displays to demonstrate their products.
• Sales Contests: aim at inducing the sales force or dealers to
increase their sales results over a stated period, with prizes
going to those who succeed.
• Specialty Advertising: useful, low-cost items bearing the
company’s name and address, and sometimes an advertising
message that salespeople give to prospects and customers.
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6.2 Planning the promotion
1.
2.
3.
4.
determine the size of the incentive
establish conditions for participation
decide on the duration of promotion
choose a distribution vehicle (e.g. distributed in the package,
in stores, by mail, in advertising)
5. establish the timing of promotion
6. determine the total sales-promotion budget, including the
administrative cost (printing, mailing, and promoting the
deal) and the incentive cost (cost of premium or cents-off,
including redemption costs)
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6.3 Public relations and publicity
• High credibility: news stories and features are more
authentic and credible than ads
• Ability to catch buyers off guard: reach prospects who
prefer to avoid salespeople and advertisements
• Dramatization: high potential for dramatizing a company
or product
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6.3 Public relations and publicity
• Press relations: Presenting news and information about the
organization in the most positive light.
• Product publicity: Sponsoring efforts to publicize specific
products.
• Corporate communication: Promoting understanding of the
organization through internal and external communications.
• Lobbying: Dealing with legislators and government officials
to promote or defeat legislation and regulation.
• Counseling: Advising management about public issues and
company positions and image.
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Barilla’s press releases on diversity and
inclusion
• On September 25th, 2013
Guido Barilla, Barilla’s
President, affirmed during
an interview that he “would
never do a commercial with
an homosexual family”
• On Sep 26th he released a
press document apologizing
• On Sep 27th the company
released a press document
with its point of view
• On Nov 4th the company
announced initiatives in
terms of diversity and
inclusion
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http://www.barillagroup.it/corporate/it/home/media/company-news/
6.3 Public relations and publicity
•
•
•
•
•
Assisting in the launch of new products
Assisting in repositioning a mature product
Building interest in a product category
Influencing specific target groups
Defending products that have encountered public
problems
• Building the corporate image in a way that reflects
favorably on its products
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6.4 Personal selling
• Personal confrontation: it involves an immediate and
interactive relationship between two or more persons
• Cultivation: it permits all kinds of relationships to spring
up, ranging from a matter-of-fact selling relationship to a
deep personal friendship
• Response: it makes the buyer feel under some obligation
for having listened to the sales talk
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6.5 Direct marketing
Direct mail, telemarketing, Internet marketing
• Nonpublic: the message is normally addressed to a
specific person
• Customized: the message can be prepared to appeal to
the addressed individual
• Up-to-date: a message can be prepared very quickly
• Interactive: the message can be changed depending on
the person’s response
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6.5 Direct marketing
Market “demassification” has resulted in an ever-increasing
number of market niches with distinct preferences.
Higher costs of driving, traffic and parking headaches, lack
of time, a shortage of retail sales help, and queues at
checkout counters all encourage at-home shopping
Convenient next-day delivery
Growth of electronic communication
Growth of electronic commerce
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6.5 Direct marketing
Direct mail (offer, announcement, reminder…)
Catalog mail (product catalog, or invite to
consult web-catalogue)
Telemarketing (telephone to attract new
customers, contact existing customers to
ascertain satisfaction levels, or take orders)
Direct-Response Television Marketing
(infomercials, home shopping channels)
Kiosk marketing
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6.5 Direct marketing
Telemarketing
– Outbound (calling) vs Inbound (answering)
– May be used to enhance promotions
– May be used to improve customer relationships and integrate the
marketing database
– May be used as post-sell support and assistance
– May be used to look for live sales opportunities based on “business
pain” being experienced by the target market (Teleprospetcting)
http://www.bizjournals.com/boston/blog/mass-hightech/2012/05/teleprospecting-versus-telemarketing.html?page=all
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6.6 Events and experiences
• Relevance: customers are very engaged in the event. Indeed, they
are sincerely interested in the event, they want to pay attention
• Captivation: tangible events are more engaging than advertising
• Implicit communication: events are an indirect and subtle way to
promote a product
The event should improve brand awareness (best if one sponsor)
The event should be aligned with the brand identity
The event may be used to reward customers or human resources
The event may be focused on social or charity topics
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Red Bull’s Homemade Flying Machines Air
show
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Sony Playstation 4 world launch in Castel
Sant’Angelo (28/11/2013)
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6.6 Events and experiences
• Matching between target customers and event
characteristics
• Matching between brand identity and event characteristics
• Unicity of the event
• Opportunities of integrated marketing
• Not many other sponsors
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6.6 Events and experiences
Guerrilla marketing
• unconventional system of
promotions that relies on time,
energy and imagination rather
than a big marketing budget
• unexpected and
unconventional, potentially
interactive
• consumers are targeted in
unexpected places
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Vallès Symphony Orchestra, the Lieder,
Amics de l'Òpera and Coral Belles Arts choirs
Banco Sabadell flashmob
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DHL Trojan mailing
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7. Measuring results
• Evaluate costs and returns of the communication in
terms of:
– Increase in sales
– behavioural measures of audience response
•
•
•
•
How many people tried the product
Bought the product
Liked the product
Talked to others about it
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8 Managing the Integrated Marketing
Communications Process
• Comprehensive plan that evaluates the strategic roles of
a variety of communications disciplines
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One last insight from “No!”
• 15 years of General Augusto Pinochet military dictatorship
• considerable international pressure
• In 1988 the public of Chile is asked by the government to
vote in a national plebiscite on whether Pinochet should
stay in power for another 8 years or whether there should
be an open democratic presidential election the next year
• 27 nights of television advertisements, in which each side
had 15 minutes per night to present its point of view
What would you have done?
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http://www.youtube.com/watch?v=lcQ932zVA6U
One last insight from “No!”
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References
• Anderson, D.R., Sweeney, D.J., & Williams T.A. (2008).
Statistics for Business and Economics, Tenth Edition.
Thomson Southwestern
• Ariely, D. (2008). Predictably irrational (p. 20). New York:
HarperCollins.
• Griffin, R. W. (2013). Fundamentals of management.
Cengage Learning.
• Kotler, P. (2000). Marketing management millennium edition.
Prentice Hall.
• Kotler, P., & Keller, K. L. (2013). Marketing
management. Prentice Hall.
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Buone feste!
“L'Illuminismo è l'uscita dell'uomo dallo stato di minorità che egli deve
imputare a se stesso.
Minorità è l'incapacità di valersi del proprio intelletto senza la
guida di un altro.
Imputabile a se stessi è questa minorità, se la causa di essa non
dipende da difetto di intelligenza, ma dalla mancanza di decisione e
del coraggio di far uso del proprio intelletto senza essere guidati da
un altro.
Sapere aude!
Abbi il coraggio di servirti della tua propria intelligenza! "
(I. Kant, 1784)
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