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Marketing communication

Et pas Théorie de la pub.

La strat de l’entreprise

• La strat de com est un outil qui sert à aider l’entreprise à poursuivre sa stratégie.

1.Stratégie d’entreprise(sources: Karel Cool, Ali Syedain, Jean Perarnad, David Aaker)

1.1. Les objectifs marketing de l’entreprise

Increase cash flow

Develop the

market

PenetrateThe

market

Enter into new

segments

Attract non-users

Attract users from

competition

Increase sales per customer

Retention equity Value equity

Brand equity

1. Stratégie d’entreprise

1.2. Développement du marché: PIMS- Boston Consulting GroupLa matrice croissance et Parts de marché

Parts de marché

Croissancedu marché

High

Low

LowHigh

DOGSCASH COWS

DILEMMASSTARS


1.3. Développement en fonction de la profitabilité du secteur

Demande sur le marché

Les prix

Capacité dumarché

Fixer la marge

Les coûts de la chaîned’approvisionnement

Fournisseurs de X

Fournisseurs de Y

Nouveauxentrants

substituts

Quelle rentabilitéà long terme ?

Qui va en profiter à LT ?

substituts substituts substituts

Nouveauxentrants

Nouveauxentrants

Nouveauxentrants

Fournisseurs de Z


• Presse quotidienne• Test-Achats• La Poste• Les séries télés…

1.4. Exercice pratique

2. La stratégie du consommateur

-mettre une cravate pour aller à la banque-suivre avis experts-comparer-négocier-et toujours Googeliser

Quels autres ?

2.1.Exemples de stratégies


2.2. Les trois pôles d’influence

Experience

ValeurNotoriété

Brand equity, Experience(Retention) equity, Value equity


-influence des motivations (Maslow)-typologie consommateur et courbe d’adoption: innovators, aspirers, mainstreamers, succeeders, laggards-le paysage de la demande ( Erich Joachimsthaller, Hidden in plain sight)

2.3. Le paysage de la demande

Structure of the demandscape

Goals.................That for which I strive

Activities............That I must do to achieve my goals

Priorities............That I must invest in

BEHAVIOR

Contact

Needs and Wants Frustrations and passions

social

Person

Physical Temporal

Cultural

Product

(inspired by Joachimsthaller, 2007)



Structure of the demandscape(inspired by Joachimsthaller, 2007)





2.3. Le paysage de la demande: le mainstreamer



2.3. Le paysage de la demande: Aspirer



2.3. Le paysage de la demande: le succeeder

Stability and duration are achieved by linking to stable and enduring things. The Succeeder characterisation will be at home in the Establishment, in the hierarchical/competitive business world, in enduring institutions. To achieve personal stability he/she is motivated to meet challenge with achievement,with high levels of personal confidence, strong goal orientation, firm judgement, workethic and organisation.Succeeder CommunicationOver and above all, the aim of the Succeeder’s Control motive is a separation from the mass. Not only the obvious prestige, but also subtleties such as never showing a protagonist as part of a crowd.The Succeeder character’s self-image is of someone organising complexity, solvingproblems, controlling ambiguities. Visual style should reflect this – the content may be complex, but the presentation is tidy and ordered. Natural delegators, they are looking for useful and practical items and really enjoyseeing diagrams of how they work.



2.3. Le paysage de la demande: l’explorer

DISCOVERY means taking risks,experimenting with life - leaving the the familiar to find out who you are, home/school/work roles and free obligations, responsibilities and This quest for identity is what the characterisation embodies - young, but not necessarily.

Extreme adrenaline experience, adventure, sensation, hedonism, speed and danger. Could be sport, travel, drugs, intellect, music, and cinema… Breaking established rules and codes, responding instead to your own impulse. Establishing a personal difference, sometimes shock tactics. Company of friends. Confident, optimistic, open to change and new experience - actively seeking the new,unusual, unconventional. Acquisitions are ultimately disposable.Explorer CommunicationHave a point of view if you want Explorer respect. The Explorer character ridicules the normal conventional and stereotyped ways of communication. The rules must be broken so that communication is real. Colour clash.



2.3. Le paysage de la demande: le reformer

They need freedom to follow their course This generally requires a standard of education and income. First rule of freedom is to disagree… Freedom from personal restriction – especially imposed roles and rules. Freedom to express yourself, freedom of movement, tolerance of chaos, eclectic decor, loose clothing, large rooms and windows.Personal growth – creativity, aesthetics, awareness.Social conscience – active on behalf of other’s freedoms. The freedom to ask questions… to disobey laws and rules that are wrong. Not impressed by status, not concerned with respectability - though taste may be a basis of judging others.No certainties – not one right answer. Independent decision-making on the basis of intrinsic values. For instance, preferencefor easy to read analogue vs flashy digital. Resistance to hybrid concepts such as the washer/dryer.Reformer CommunicationThe first impulse is to disagree with propositions that are put forward. Also curious andenquiring. The Reformer loves words, enjoys debate, and will give thought to conceptsand ideas. They will make up their own minds about your proposition..



2.3. Le paysage de la demande: le resigned poor

Past orientation, resistance to change and innovation.Responsive to authority – those in charge know best. Pro law& order. Duty, self-sacrifice - strong opinions as to what people should/must do. Roles and rules – woman’s place in the home, young men in the army.National chauvinism. Enjoyment of the quiet life - daily shopping, personal resourcefulness, friends and family.

Resigned CommunicationThe right thing to use. For instance, expert opinion.Look to the past - for instance, class hierarchy was more persuasive. Simple and straightforward, nothing complex, no fancy ideas. Avoid overtly sexual colours, sensual messages … forget hormones in general.



2.3. Le paysage de la demande: le struggler

The need to escape arises when the reality of your life isdepressing and you are unable to change it. The problem is personal.Characteristics: – poor education, poor up- bringing, an impoverished experience. The only hope is that help will come from outside, maybe a lottery win, or through a physical skill such as mending cars, wrestling or boxing. Otherwise escape can be found through alcohol, drugs, TV.Low self-esteem - frustrated material desire. Need flash trainers to make an impact. Alienation - living in a successful consumer society and all too often the onlooker. Lack direction, discipline, order and organisation, difficult to set and achieve goals.Gang culture - tough on the outside, soft on the inside. Rites of belonging such as tattoos and scars. Wide boy, street-wise, Jack-the-lad. Basics neglected – junk food diet.Living on the edge - break the rules simply to survive. Excitement, sensation.Struggling Communication Hard to express feelings. Aggression, anarchy, fantasy.



2.3. Le paysage de la demande?











2.4. Les “touch points” : Consumer decision journey,Source: McKinsey&Cy

Largement inspiré du modèle AIDA qui date de 1948 ?







Part 3 la com

• Quel stratégie de communication ? -le push et le pull-ATL BTL-le message clé-le saut créatif

• Comment créer l’adhésion: pourquoi Apple est plus fort que Samsung

• Que savoir de la pub ?• Les agences• Confusion ou conviction ?• Quelle agence choisir ? Comment choisir ?• Comment travailler avec une agence comme

client, comme employé, comme fournisseur?• Que réserve demain

• Que savoir du numérique ?• Son impact sur la

-société-consommation-communication-éducation-gestion…

• Votre rôle ?• Un stage pourquoi ? Où ?• Comment se faire une place ?• La passion et la raison ?• Les synergies• La collaboration: agence participative, pub

participative

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