MARKETING COMMUNICATION

Kotler defines Marketing Communication as

The means by which firms attempt to inform, persuade and
remind customers directly or indirectly about the products
or brands that they sell

Further, Integrated Marketing Communications (IMC) is a
concept of marketing communications processes that
evaluates the strategic roles of a variety of communication
platforms and combines them effectively to maximise impact
of the message on the recipient of that message

Promotion
Marketing
Communication
Platforms
Direct Marketing PR & Publicity
Events/ experiences
Advertising
Personal Selling
THE PLANNING PROCESS
Identify target audience
Determine objectives
Design communication
Select channels
Establish budget
Decide on media mix
Measure results
Manage IMC
Further
Like consumer communication, industrial marketing communication
is also based on the potential market, buying habits of potential
users, advertising objectives, budgets, etc

However, there are some distinguishing characteristics that make
industrial communication different from the consumer field

Industrial Marketing

Usually lacks the hooplah and
exaggeration

From a buyers perspective, the
motive is usually driven by profit

Communication through personal
selling is more focused on than
advertising

Targets a relatively limited market
hence choice of media is even more
critical

Is more information driven

Consumer Marketing

Is targeted via hype and dramatic
expression

The motive for the consumer here is
usually personal gratification of some
sort

Usually, advertising is considered the
primary form of communication

Usually targeted at a much broader
consumer base

Is usually more emotion driven


Source: Business Marketing Association, USA, 2008
www.businessinfoline.com, May 20, 2009
Activity USA (in billion $) India (in lakhs, INR)
Trade Shows/ Events 17.3 803
Internet 5.5 124
Magazines 10.8 277
Publicity/ PR 10.5 270
Direct Mail 9.4 110
Dealer/ Distributor
Material
5.2 186
The division of an average B2B marketing
communication spend
Some of the most commonly used platforms in Industrial marketing
communication are:
Personal Selling
Advertising
Trade Shows/ exhibitions
Direct Mailers/ catalogs
Internet which is slowly gaining prominence

PERSONAL SELLING
One of the most frequently used and effective ways in
industrial communication
Involves managing the sales force of the organisation
Selecting & recruiting
Training
Assigning Goals
Providing support on and off field
Compensation and rewards system
Daily supervision and stimulation
SPECIFICALLY, INDUSTRIAL
SALESMEN
Fewness of customers but large size of each average sale makes
training very crucial for this sales force
Either class room training or informal individual training
Typical sources for salesmen are:- Trade journals, Technical &
business schools, non-selling divisions of the business and
newspaper, competitors are secondary options
Assignment of tasks usually takes the form of territories, with or
without key accounts
Compensation follows more or less the same pattern as any sales
force
ADVERTISING
Definition Any paid form of non-personal presentation
and promotion of ideas, good or services by an
identified sponsor
Role of Advertising
To increase sales effectiveness
To generate awareness
For IMC
OBJECTIVES OF INDUSTRIAL
ADVERTISING
To inform
Fact driven, has an interested reader, can be attractive,
colourful, etc
To bring in inquiries/ orders
usually from new customers
To induce trial orders
To get into the Buyers Resource File
Most industrial companies maintain a record of all the firms
selling the articles that they need

To reduce selling expense
Salesmen visit can be more expensive and at times, prohibitive
To establish recognition and reputation
Especially for relatively new players
To motivate distributors
To create preference, loyalty, support in the value chain
To influence the end consumer
For products where the brand name matters to the end
consumer. E.g. Intel processor

FURTHER OBJECTIVES OF
INDUSTRIAL ADVERTISING
DESIGNING THE MESSAGE
What do I want to communicate? Advertising Objectives
Message generation and evaluation
Key message, positioning, information to be inserted
Development of the idea and execution
Copy, visuals, other effects, material to be used - based on the medium
Buyer considerations first time/ repeat/ what is in it for him?
What am I communicating through?
Choice of media Trade journals, newspaper, catalog, etc
Frequency, Reach and Impact
BUDGETS MATTER
Industrial Advertising, like mentioned earlier, is relatively
smaller as compared to consumer advertising
However, typically, these methods are followed:
% of Sales method either on past sales or estimated sales
Object Task method specific task driven
Combination of both where a top limit is imposed in the
form of a maximum % of expected sales that can be spent
TRADE SHOWS AND EXHIBITIONS
Offers the manufacturer an opportunity to display or
demonstrate his products to a larger number of prospects
Some of the benefits of such shows are:
Meeting potential customers
Making direct sales
Building prospect lists
Introducing new products
Demonstrating non-portable equipment
Checking competition
Establishing new representatives or dealers
GIFTS INDIA 2009
GIFTS INDIA 2009 is the India's Largest Trade Show on Corporate &
Personal Gifts & Premiums
Running in its 16
th
year now
Exhibitor Product Profile
Gift Wrappers, Cutlery, Artifacts, Labels, Promotional Caps & Wear, Watches,
Glassware, Folders, Wallets, Bags, Appliances, Gold Coins, Toiletries, Crystal wares,
Souvenirs, Trolleys, Table Planners, Cameras, Crockery, Silverware, Bone China, Wall
Clocks, Diaries, Calendars, Planners, Key chains, Leather Briefcases & Portfolio
holders, Festival Decoration Products, Handicrafts, Promotional Toys, Gold & Diamond
Jewellery, Antiques & Decorative Products
Visitor Profile
Buying Groups, Distributors, General Merchandise Buyers, Catalog Houses, Dollar
Stores, Gift Buyers, Theme/Amusement Park Buyers, Chain Stores, Drug Stores,
Premium/Incentive Buyers, Variety Store Owners, Department Stores,
Importers/Exporters, Specialty Stores, Wholesalers, Discount Stores, Jewelry Buyers,
Supermarket/Grocery Buyers, Boutique Stores, Surplus/Outdoor Stores.




IIJS INDIA
TRANSEC INDIA EXPO
OBJECTIVES: NETWORKING/CLIENT ACQUISITION

TranSec India Expo has been meticulously developed as the event of
choice for the transport security industry, to enable you to stand out
in a crowded and competitive marketplace, where potential
customers and strategic collaborators are not always within easy
reach.
The event is ideal for interacting and engaging with existing and
future clients, in an environment which is business-focused,
knowledge-driven, and which encourages networking and outreach
opportunities.
Electronica and Productronica India 2009
OBJECTIVES: INDUSTRY INFORMATION DRIVEN, PRODUCT UPDATES
Held at Bangalore International Exhibition Centre(BIEC), Bangalore, Karnataka,
India, the Electronica India and Productronica India 2009 is recognized as one
of the leading South Asia's trade fair.
Organized by MMI India Private Limited, the event is vested on approximately
16,000 square meter area.
For 4 days, the event is highly attended by many pioneer companies from all
over the world and proves to be effective in exhibiting sensors, switches,
semiconductors, cables, passive components etc.
It is one of the most pivotal event for Components and Production
technologies of the electronics industry.
ROLE IN IMC
Clear objectives that the trade show needs to achieve
Display/ Demonstration/ Launch/ Establish Presence/ build value chain
Who is the show targeting?
Is it customer driven?
Industry driven?
Vendor driven?
What percentage of the communication mix needs to be allocated to it?
To be supported by pre & during advertising, catalogs, mailers, etc
What is the budget?
Space rent, design & execution, personnel, follow-up operation



How will the investment be measured?
Follow up with every customer inquiry by the salesmen
Critical review of design, execution, competition analysis, efficiency of
personnel
Review of cost v/s gain from the show. No. of visitors, results of follow
up, cost of results attained, etc

DIRECT MAILERS
Direct Mail involves sending an offer, announcement,
reminder to a group of relevant audience flyers, fold-outs,
sometimes CDs, diskettes, etc
Permits target market selectivity
Can be personalized but requires database efficiency
Can be made interactive as well web response, phone
number, coupons
Response can be measured

CASE STUDIES
ABOUT SKF
SKF Group is the leading global supplier of products, solutions and services
within rolling bearings, seals, services and lubrication systems.
Services include technical support, maintenance services, condition
monitoring and training.
SKF was founded in 1907 and today, SKF is represented in more than 130
countries.
The company has more than 100 manufacturing sites and about 15,000
distributor locations.
SKF also has a widely used e-business marketplace and an efficient global
distribution system
INDUSTRIES THEY SERVE
Aerospace actuation bearings for companies like the Original
Equipment Manufacturers (OEM) to the Maintenance Repair
Overhaul (MRO)
Agriculture
Medical Care
Bicycles and Cars especially bearings for mountain bikes
Food industry seals and greases for heating and freezing
equipments
Home appliances dishwashers, air conditioners, washing
machines, etc
SKF KNOWLEDGE CONFERENCE
The SKF knowledge conference is an annual feature that
targets B2B customers
The objectives:
to position SKF as a world knowledge leader always at the
forefront of developing sustainable, cutting edge technology
driven products
To showcase SKF products
To create a platform for addressing of customer marketplace
problems & queries
To strengthen relationships with customers
SKF KNOWLEDGE CONFERENCE
Brief Classy, Minimalistic, Information driven & High end technology,
Enough free space for support product information material
Attended by about 400 top clients from across India
Represented by worldwide CEO Tom Johnston
3 -day event First day is reserved for Technical Press
SKF KNOWLEDGE CONFERENCE
SKF KNOWLEDGE CONFERENCE
SKF spends about INR 1.2 crores on the event
This is approximately 1% of its annual turnover in India
In addition to the conference, the communication is
supported by:
Pre-conference communication
E-mailer One Approx. a month prior asking clients to block their
dates
E-mailer Two Details of the conference and registration
Emailer Three Descriptive itinerary
Emailer Four Post event - Thank you and feedback
In addition, on registration, every client gets a couriered copy of the
conference as well with all the details and itinerary

SKF KNOWLEDGE CONFERENCE
BLUE STAR
Blue Star Galaxy
Display product range
Customer interaction:
architects, engineers, etc.
New product positioning &
details

BLUE STAR
Blue Star Factory Launch
Launch of the new factory
State-of the art facilities
Awareness
Platform for interaction
Factory live demo