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5.- Map The Decision Making Process, Part 2

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Marketing: Customer Needs and Wants

IESE Business School

4.4 (196 Bewertungen) | 9.8K Teilnehmer angemeldet

Kurs 3 von 5 in Foundations of Management Spezialisierung

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Understanding who your customers are and what they need and want is at the heart of successful marketing strategies. In this course you will explore how to identify and classify customers and the different methods that marketing professionals use to shed light on how they make purchase decisions. The course will cover the following: 1. Marketing Fundamentals 2. Product, Pricing and Channel Decisions 3. Building Strong Brands 4. Communication Strategy

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Bewertungen

4.4 (196 Bewertungen)

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MP

Mar 09, 2018

Content wise its very rich and a good course for marketing student...must learn from this course.

AA

Nov 18, 2016

The course is well detailed thought by well vast and experience teacher in Mario Capizzani.

Aus der Unterrichtseinheit

Week 4: Communication Strategy

Once a company has a good grasp of its customers, it can now develop a communication strategy to appeal directly to their interests and needs. In this session I will introduce a framework that will show you how to organize your communication strategy in order to successfully launch a product or service. We will also discuss what the objectives and target market of that strategy should be. Mapping the decision-making process is also key since you will need to learn to adapt the message and content to each stage of the customer journey. Objective: To define the elements and list the steps for building a sound communication strategy.

1.- Week 4 Intro1:59

2.- Communications Framework1:53

3.- Mission And Market7:13

4.- Map The Decision Making Process, Part 16:15

5.- Map The Decision Making Process, Part 24:06

6.- Message and Content4:30

7.- Media, Part 14:55

8.- Media, Part 26:50

9.- Measurement5:46

10.- Week 4 Recap1:59

Conclusion to the Course1:14

Unterrichtet von

Mario Capizzani
Lecturer

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Skript

[MUSIC] So let's go back to our launching the drug example. Let's walk through the customer journey of how this is supposed to happen, in order to be able to narrow down what are the specific elements of the communication strategy that we need to think about. First of all, it may start with the customer realizing, or finding out, that there is actually a new product. First of all, this product needs to stand out among many of the other alternatives that exist in the market, many of which actually don't have a very high reputation for actually being effective at preventing hair loss. Since it is a prescription drug, next, you're going to have to think about doctors, as we said before, physicians, right? So what you're really here to get is the customer to come to the primary care physicians in order for him to either prescribe, or derive him to a dermatologist who will ultimately prescribe the drug. So, obviously you also need to communicate with primary care physicians. You want to make sure that you get these guys under your arm, and that they become your friends, rather than gatekeepers to get to that prescription. So the objective of that part of the campaign will be for the doctors to actually prescribe, or, in effect, send you to see a dermatologist. Next, you might also want to communicate with pharmacies. Let them know that the new drug exists and make sure that there is enough coverage through the country when those customers and those orders finally begin to arrive. Finally, you want to make sure that the customer has a good experience at consuming your product, right? The easier it is to consume, let's imagine that there is a pill, the better the customer experience. But, at the same time, you cannot over-promise. Remember, this is a hair prevention drug, and not hair regrowth drug. So, the customer has to walk out of the doctor's office with the right expectation of what the product will actually do for him. Next, you want to make sure that if that product is working for your end consumer that the person goes back and gets a refill in the pharmacy and continues to take the medicine on a regular basis. This is typically a huge problem for most pharmaceutical companies where customers just simply abandon the treatment after a while, right? So, is there anything else that I need to worry about? Of course, as I said before, you ought to really be concerned about the word of mouth, because people will actually get to talk about it. If there is already a general disbelief of the market for all these hair growth products and that perhaps nothing works other than surgery, then you may have a problem. For every dollar that you're going to be investing in the communication campaign, somebody at the other end of the spectrum is going to be outdoing your efforts by claiming in their gyms, among their colleagues, at work, and so forth and so on, that the product is not for them. Why? Most likely because you ended up with the incorrect kind of consumers. Rather, you should have the ones where hair prevention is the main benefit and is applied to them. And as we have seen from before, it's probably tied to age. Younger customers, particularly those worried about aesthetics, looks, are probably the better target for your drug. So now, we have covered the entire customer journey process for this particular product. The communication strategy needs to address every single one of these touch points, and cover every single one of those needs that we have described. In the next section, we're going to see what kind of message and what kind of content we need to design to be able to accomplish these goals. [MUSIC]

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