THE WAY YOU COMMUNICATE THE VALUE TO A CUSTOMER CAN BUILD YOU
(CAN ALSO BREAK YOU)
Today where there is stiff bottleneck competition, jus
developing a good product, pricing it attractively and making it accessible is
not enough. The technological advancements has ensured that today doing these
aren’t tough, everyone can imitate you and make something better. But what
makes one different from its competitors is the method of communicating the
product value to the customer.
Modern marketers concentrate on not just on element of
marketing and promotions, but come up with plans with involve an extensive use
of all the available elements of the marketing
communication mix.
Before they start
working on the communication campaigns, marketers establish at what stage of
communication process, the customers are in. They try to determine whether the
consumer is totally unaware of the product, or have knowledge but not buying
it. They have shown interest but no
sales happened. Also, they try to examine their behavior during purchase.
This response hierarchy model will help us understand better
as to what stage comprises of what:
For every marketer it is very important to determine at
which stage his consumers are at, and then he would plan that particular
strategy suitable for that stage.
DEFINING THE
MARKETING COMMUNICATION MIX
HOW DOES CORNETTO COMMUNICATE?
The marketers of
Cornetto usually use the following mediums to communicate the value to
their customers:
1.
Advertising: Cornetto invests huge
amounts on advertising campaigns through TV commercial and print media. The
reason they take up TVC’s and newspapers, as their main medium of communication
is mass reach. They have been
running campaigns appealing to the emotional side of the consumer. With the
competitors bombing into the market, Kwality Wall’s established Cornetto as the
“connector of hearts”. Soon, TVC’s, print ads and hoarding were put up, with
tag line – “Ho Jaye Dil Ka Connection”.
2.
Events and Experiences: Marketers of
Cornetto often come up with creative ideas to provide a first hand experience
with the company and also interact with their customers. They are known to
sponsor music festivals or music nights at popular clubs in cities. They come
up events, games and competitions in schools, colleges and shopping malls.
Their main agenda is to bring people close to each other.
3.
Public Relations and Publicity: The
marketers make sure the consumers feel connected to the company and thus make
sure that right message has reached the consumer. Usually, PR team is
responsible for the events and experience.
4. Interactive
Marketing: With the rise of social media websites and internet,
it is very easy for any consumer to reach the company and for any company to
connect with the consumer. Cornetto today uses Facebook and Twitter to reach
out their customers. They have dedicated pages, where the consumers can post
their photos and experiences with their loved ones while having Cornetto. The
team is quick to reply and comment on the posts, which makes consumers happy
and appreciated.
But, Sometimes One Word can Spoil the Image of the
Product:
Few years
back, the marketers came up with this tagline " Pleasure Up" which looked like this –
Many people who saw the ad
commented at first they mistook it for a condom ad. While they were trying to
establish it as a family brand, this seemed to go to far for a consumer. Soon,
this ad, was changed and old ad campaigns were resumed.
The Recent AD Campaigns
The recent campaigns have been
given a fresh look while keeping the basic frame and their value same. They
signed in on Yami Gautam and SIddharth Malhotra, who are new young actors in
Bollywood and quite popular. The fresh pair and their small fights to have ice
cream bites, have a lot of hearts, be it kids, adults or men and women. They
appreciated the small details - small places like (parks, beaches) where you
would go out with your friends often has been payed utmost attention making it
real and something at which they can look at and say, “I have been there, last Sunday
I had ice cream there. Infact it was a Cornetto itself.”
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