5
The Communication Process
Marketing Communication
Communication has been defined as the
passing of information, the exchange of ideas,
or the process of establishing a commonness
or oneness of thought between a sender and
a receiver.
Marketing communication aims at
conveying a firm’s message as effectively and
accurately as possible.
Marketing Communication Process
Elements of Communication Process
1) Sender: It refers to the marketing firm which is conveying
the message.
2) Encoding: Before a message can be sent, it has to be
encoded. Putting thoughts, ideas, or information into a symbolic
form is termed as encoding. Encoding ensures the correct
interpretation of message by the receiver, who is often the
ultimate customer.
3) Message: A message may be verbal or non-verbal, oral,
written, or symbolic. A message contains all the information or
meaning that the sender aims to convey. A message is put into
a transmittable form depending upon the channels of
communication.
Elements of Communication Process
4) Medium: The channel used to convey the encoded message
to the intended receiver is termed as medium. The medium can
be categorized in the following manner:
i) Personal: It involves direct interpersonal (face-to-face) contact with the
target group.
ii) Non-Personal: These are channels which convey message without any
interpersonal contact between the sender and the receiver.
The non-personal channels of communication may further be
broadly classified as follows:
a) Print Media: Newspapers, magazines, direct mails, etc.
b) Electronic Media: Radio, Television & online.
5) Decoding: It is the process of transforming the sender’s
message back into thought. Decoding is highly influenced by the
self-reference criteria (SRC), which is unintended reference to
one’s own culture.
Elements of Communication Process
6) Receiver: It is the target audience or customers who receive
the message by way of reading, hearing, or seeing. A number of
factors influence how the message is received. These include the
clarity of message, the interest generated, the translation, the
sound of words, and the visuals used in the message.
7) Noise: The unplanned distortions or interference of die
message is termed as ‘noise.’ A message is subjected to a
variety of external factors that distort or interfere, its reception.
8) Feedback: In order to assess the effectiveness of the
marketing communication process, feedback from the customers
is crucial. The time needed to assess the communication impact
depends upon the type of promotion used. For instance, an
immediate feedback can be obtained by personal selling,
whereas it takes much longer time to assess the communication
effectiveness in case of advertisements.
Encoding vs. Decoding
Encoding vs. Decoding
Encoding vs. Decoding
Communication Problem in Intl. Marketing
Successful Communication
Select an appropriate source
Develop a properly encoded message
Select appropriate channel for target
audience
Receive feedback
Identifying the Target Audience
Competitive Advantage
• Competitive Advantage: a firm that achieves
superior performance relative to other competitors
in the same industry or the industry average
• Always relative, not absolute
• To assess competitive advantage compare firm
performance to a benchmark or with the industry
average
• To gain a competitive advantage, a firm needs to
provide either goods or services that consumers
value more highly than those of its competitors, or
goods or services similar to the competitors at a
lower price.
How to Sustain a Competitive Advantage?
1. Intellectual property protection: Coke & KFC’s secret formula
2. Patent & licenses: Pharmaceutical industry produces two
types of medicines - Generic vs. Molecule
3. Distribution network: Nokia, Samsung vs. Oppo, Vivo
4. Exclusive sales right: Flipkart, Amazon
5. Economics of scale: buy in bulk – sale more in less margin
per unit but gross margin will be higher. For example:
Walmart & Big Bazar
6. High capital investment: Jio Mobile in India
7. Proprietary technology: Windows, MS Office etc.
8. Excellent customer service/ customization/ after sales
service: Domino’s Pizza in 30 min!!
9. Brand equity: Honda, Mobil, Maggie.
10.Loyalty beyond logic: Hamdard vs. Baidyanath in Hyderabad
For details: https://www.youtube.com/watch?v=7rFGmHJFwsU
Class Case:
Why Dunkin' Donuts Is Failing in India?
https://www.youtube.com/watch?v=BXXdcgchAVw
Thank You
