Distribution of PR measures in the marketing mix

1. In the mix:

• Pricing policy
• Distribution
• Product policy
• Communication

2. By products

• According to turnover
• Competitive activities
• Marketing goals
• Higher turnover
• Expand market shares
• Increase turnover – Prominence
• More proximity to customers
• Customer satisfaction

Analysis of potential customers by market segmentation criteria

1. Demographic variables

• General: industries, company size
• Geographical: location

2. Procurement concepts of customers

• Centralised/decentralised purchasing
• Technology dominates
• Customers/non-customers\
• Customers who purchase via tender
• Price-conscious customers
• Quality-conscious customers

3. Situational factors

• Urgency
• Particular product requirements
• Order size
• Technology, usage behaviour

Target markets

• Size and growth opportunities
• Structural attractiveness:
• Competition in the sector
• Profitability
• Resources

Competition analysis

• Who should be classed as a relevant competitor?
• What strategy is the competitor following?
• What strengths and weaknesses does the competitor have?
• What future goals will it be pursuing?
• What estimation does the competitor have of itself?

Sector analysis

• Threat from new competitors
• Threat from substitute products
• Negotiating power of buyers
• Further influencing factors such as policy, etc.

Definition of core competences by means of:

• Differentiators vis-à-vis the competition
• Core values of the company/organisation
• Substance of the company organisation

Create added benefit for (potential) customers.

Product positioning

• Identify the two most important product characteristics the customer finds important
• How do customers perceive competitors’ products?
• State desired positioning for new products
• Undertake a target-actual comparison for existing products

Influencing buying decisions with PR

• Clearly communicate values + customer benefit
• Offer solutions- Pick up on customer requirements
•  Offer explanations- Avoid clichéd phrases

PR action plan

1. Analysis of initial position

    Target/actual comparison

2. Development of communication messages with the following PR objectives:

• Sales promotion
• More visibility/attentiveness for our  customers
• Presentation of industry competence
•  Presentation of service competence
• Presentation of innovative competence
• Customer retention/new customer  acquisition
•  Employer branding

3. Target groups

• Customers and potential customers
• Employees and potential employees
• Opinion leaders in selected sectors,  business, politics