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The document discusses marketing communication strategies and consumer behavior. It covers topics such as developing a business strategy, understanding the marketing objectives of a company, analyzing market growth and share, and examining how consumer decision making works. Specific models and frameworks are referenced, including the BCG matrix, PIMS framework, and McKinsey's consumer decision journey model. Consumer segmentation and typologies are explored through various archetypes along a demandscape. The role of communication strategy, creative messaging, and digital impact are also summarized at a high level.
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Ihecs12 13
- 1. Marketing communication Et pas Théorie de la pub.
- 2. La strat de l’entreprise • La strat de com est unoutilquisert à aiderl’entreprise à poursuivre sa stratégie.
- 3. 1.Stratégie d’entreprise (sources: Karel Cool, Ali Syedain, Jean Perarnad, David Aaker) 1.1. Les objectifs marketing de l’entreprise Increase cash flow Penetrate Develop The the market market Increases Attractusersf Enter Attract ales per romcompetit intonews non-users customer ion egments Retentionequity Valueequity Brand equity
- 4. 1. Stratégied’entreprise 1.2. Développement du marché: PIMS- Boston Consulting Group La matricecroissance et Parts de marché High STARS DILEMMAS Croissance du marché CASH COWS DOGS Low High Low Parts de marché
- 5. 1. Stratégied’entreprise 1.3. Développement en fonction de la profitabilité du secteur Fixer la marge Les coûts de la chaîne Les prix d’approvisionnement substituts substituts substituts substituts Fournisseurs Fournisseurs Fournisseurs Capacité du Demande de X de Y de Z marché sur lemarché Nouveaux Nouveaux Nouveaux entrants entrants entrants Nouveaux entrants Qui va en profiter à LT ? Quelle rentabilité à long terme ?
- 6. 1. Stratégied’entreprise 1.4. Exercicepratique • Pressequotidienne • Test-Achats • La Poste • Les sériestélés…
- 7. 2. La stratégie du consommateur 2.1.Exemples de stratégies -mettreunecravatepour aller à la banque -suivre avis experts -comparer -négocier -et toujoursGoogeliser Quelsautres ?
- 8. 2. La stratégie du consommateur 2.2. Les troispôlesd’influence Experience Notoriété Valeur Brand equity, Experience(Retention) equity, Valueequity
- 9. 2. La stratégie du consommateur 2.3. Lepaysage de la demande -influence des motivations (Maslow) -typologie consommateur et courbed’adoption: innovators, aspirers, mainstreamers, succeeders, laggards -lepaysage de la demande ( ErichJoachimsthaller, Hidden in plainsight)
- 10. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande social Contact Cultural B Goals.................That for which I strive E H A Activities............That I must do to achieve V my goals I O R Priorities............That I must invest in Physical Temporal Person Product Needs and WantsFrustrations and passions
- 11. 2. La stratégie du consommateur Structure of the demandscape(inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande
- 14. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lemainstreamer
- 15. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: Aspirer
- 16. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lesucceeder Stability and duration are achievedbylinking to stable and enduringthings. The Succeedercharacterisationwillbe at home in the Establishment, in the hierarchical/competitive business world, in enduringinstitutions. To achievepersonalstabilityhe/she is motivated to meet challengewithachievement, with high levels of personalconfidence, strong goal orientation, firmjudgement, workethic and organisation. SucceederCommunication Over and above all, the aim of the Succeeder’sControlmotive is a separationfrom the mass. Notonly the obvious prestige, butalsosubtletiessuch as nevershowing a protagonist as part of a crowd. The Succeedercharacter’sself-image is of someoneorganisingcomplexity, solvingproblems, controllingambig uities. Visual styleshouldreflectthis – the content maybe complex, but the presentation is tidy and ordered. Naturaldelegators, they are lookingforuseful and practical items and reallyenjoy
- 17. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: l’explorer DISCOVERY meanstakingrisks,experimentingwithlife - leaving the the familiar to find out whoyou are, home/school/workroles and free obligations, responsibilities and Thisquestforidentity is what the characterisationembodies - young, butnotnecessarily. Extreme adrenaline experience, adventure, sensation, hedonism, speed and danger. Couldbe sport, travel, drugs, intellect, music, and cinema… Breakingestablishedrules and codes, respondinginstead to yourownimpulse. Establishing a personaldifference, sometimes shock tactics. Company of friends. Confident, optimistic, open to change and newexperience - activelyseeking the new,unusual, unconventional. Acquisitions are ultimatelydisposable. Explorer Communication Have a point of view ifyou want Explorer respect. The Explorer characterridicules the normalconventional and stereotypedways of communication. The rules must
- 18. 2. La stratégie du consommateur (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lereformer Theyneedfreedom to followtheircourseThisgenerallyrequires a standard of education and income. First rule of freedom is to disagree… Freedomfrompersonalrestriction – especiallyimposedroles and rules. Freedom to express yourself, freedom of movement, tolerance of chaos, eclectic decor, looseclothing, large rooms and windows. Personalgrowth – creativity, aesthetics, awareness. Socialconscience – activeonbehalf of other’sfreedoms. The freedom to askquestions… to disobeylaws and rulesthat are wrong. Notimpressedby status, notconcernedwithrespectability - though taste maybe a basis of judgingothers. No certainties – notone right answer. Independent decision-makingon the basis of intrinsicvalues. For instance, preference for easy to readanaloguevsflashy digital. Resistance to hybridconceptssuch as the washer/dryer. ReformerCommunication The firstimpulse is to disagreewithpropositionsthat are put forward. Alsocuriousandenquiring. The Reformerloveswords, enjoysdebate, and willgivethought to conceptsandideas. Theywillmake up theirownmindsaboutyourproposition. .
- 19. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: leresignedpoor Past orientation, resistance to change and innovation. Responsive to authority – those in charge know best. Pro law& order. Duty, self-sacrifice - strongopinions as to whatpeopleshould/must do. Roles and rules – woman’s place in the home, young men in the army. National chauvinism. Enjoyment of the quietlife - dailyshopping, personalresourcefulness, friends and family. ResignedCommunication The right thing to use. For instance, expert opinion. Look to the past - forinstance, classhierarchy was more persuasive. Simple and straightforward, nothing complex, no fancy ideas. Avoidovertlysexualcolours, sensualmessages … forgethormones in general.
- 20. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande: lestruggler The need to escape ariseswhen the reality of yourlife is depressing and you are unable to changeit. The problem is personal. Characteristics: – pooreducation, poor up- bringing, animpoverishedexperience. The only hope is that help willcomefromoutside, maybe a lottery win, orthrough a physicalskillsuch as mending cars, wrestlingorboxing. Otherwise escape canbefoundthrough alcohol, drugs, TV. Low self-esteem - frustratedmaterialdesire. Need flash trainers to makean impact. Alienation - living in a successfulconsumer society and all toooften the onlooker. Lackdirection, discipline, order and organisation, difficult to set and achieve goals. Gang culture - toughon the outside, soft on the inside. Rites of belongingsuch as tattoos and scars. Wide boy, street-wise, Jack- the-lad. Basicsneglected – junk fooddiet.Livingon the edge - break the rulessimply to survive. Excitement, sensation. StrugglingCommunicationHard to express feelings.
- 21. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
- 22. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
- 23. 2. La stratégie du consommateur Structure of the demandscape (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
- 24. 2. La stratégie du consommateur (inspired by Joachimsthaller, 2007) 2.3. Lepaysage de la demande?
- 25. 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy Largementinspiré du modèle AIDA qui date de 1948 ?
- 26. 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy
- 27. 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy
- 28. 2. La stratégie du consommateur 2.4. Les “touch points” :Consumerdecisionjourney, Source: McKinsey&Cy
- 29. Part 3 la com • Quelstratégie de communication ? -le push et le pull -ATL BTL -le message clé -lesautcréatif • Commentcréerl’adhésion: pourquoi Apple est plus fort que Samsung
- 30. • Quesavoir de la pub ? • Les agences • Confusionouconviction ? • Quelleagencechoisir ? Commentchoisir ? • Commenttravailleravecuneagence comme client, comme employé, comme fournisseur? • Queréservedemain
- 31. • Quesavoir du numérique ? • Son impact sur la -société -consommation -communication -éducation -gestion…
- 32. • Votrerôle ? • Un stage pourquoi ? Où ? • Comment se faire une place ? • La passion et la raison ? • Les synergies • La collaboration: agenceparticipative, pub participative