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There is an emitter, which is a company, with a need to send a message about its products and services. Therefore, it encodes the information creating a message that we call an advertisement and that tells a story, it sends it through the message channel using communication media to reach the receiver. The receiver will decode it , assigning it a meaning and providing feedback through his/her actions, which in this case could be the purchase, repurchase, rejection, recommendation of the products, among others.

Throughout this process there is noise that can alter the way in which the message reaches the consumer. In terms of marketing communication, the noise will be the messages from all the other advertisers who will also be fighting for brand preference.

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The process for generating communication strategies in organizations

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The process for generating communication strategies in organizations

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Communication objectives, like any other objective, should be realistic but challenging, specific as to what they are intended to achieve, and measurable. To ensure that they are well written, you must ensure that your communication objectives include the elements above

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Process for generating big ideas to guide communication strategies

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Process for generating big ideas to guide communication strategies

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Process of generating communication strategies

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Process of generating communication strategies

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Metodologies to define the comunication budget

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Metodologies to define the comunication budget

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Publicity

Public relations

Unpaid advertising or publicity

Direct or interactive marketing

Sales presentation

Packaging

Customer service

Personal sales

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TV

Massive nationwide reach, it allows displaying images in motion with high quality and sound. It has a low cost per exposure, although it requires a high investment. Ideal for products sold domestically or requiring visual demonstration of the product.

Radio

Mobile and inexpensive media that reaches many people, allows for easy segmentation, even reaching the target audience at specific times. Since it does not allow images to be projected, it makes consumers create them in their minds with unlimited power.

Magazines

They allow demonstrating the quality of the product through its printing, explaining more about the product and to reach the specific audience. Magazines are read by more than one person in a household, which increases the audience exposed to the ad beyond the print run of the publication. Monthly frequency, which may be a limitation.

Newspaper

It is a printed mass media of low quality, but it has the main advantage of being very fast, given that its circulation is daily, and it has enough flexibility in its contents. For local or national use, several journals are produced in parallel.

Billboards

Large advertisements you see on the streets as you are passing or stuck in traffic. The target audience is smaller than in other media, it has less possibilities of segmentation, but it attracts a lot of attention due to its size and easily provokes remembrance.

Point of sale material

Also called merchandising, it refers to all communication placed inside retail establishments. The main advantage is that it achieves impulse purchases and aids in-store decision making.

Proprietary

Blogs, company websites, listings and email submissions, mobile applications, among others. It allows you to control content and reach interested segments.

Paid

They allow many of the advantages of television, but at much lower prices. Some of them are ranking in search engines, advertising in social networks, advertising in digital media of traditional media.

Earned

Search Engine Optimization It also refers to viral marketing caused by events carried out by consumers themselves for the brand (publicity). For example, when Coca-Cola did its names on bottles campaign, every time a consumer uploaded a photo to Facebook with his or her own bottle, it gave the brand publicity in a "earned" means for the manufacturer, which did not have to pay.

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"Is a tool for identifying ways to create more value for the customer".

The value chain can be considered as linking four main elements

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The processes comprising this supply chain or logistics chain that provides value to the customer, within the manufacturing company, are in the image above

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Distributors or trade intermediaries

-Independent entities that acquire the merchandise for resale.

-By acquiring the merchandise, they also take on the risk of the merchandise and are empowered to make decisions on how to sell it to their customers. This may include pricing and display decisions.

-They may be wholesalers, whose customers will resell the merchandise later, or retailers, when they resell the merchandise to the final consumer for personal use and consumption.

Agents

-They are brokers, sales agents or manufacturers' representatives who have the power to negotiate the sale and purchase on behalf of the manufacturer, but do not purchase the products.

-They do not take ownership of the goods or their risk at any time, although they do have contact with the customers.

Facilitators

-Transportation companies, independent warehouses, advertising agencies, who help or collaborate in the distribution process, but do not buy the merchandise or negotiate its purchase and sale.

-They do not acquire ownership of the goods and, as such, do not assume the risk on the goods at any time.

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Key business processes in the supply chain 

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Key business processes in the supply chain 

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Once the consumer has been analyzed and the marketing objectives have been defined, specific distribution objectives must be established too. To determine the strategy, the following decisions must be made:

1. Length of the distribution channel.

2. Number of intermediaries at each level of the distribution channel.

Kotler and Keller (2016) define the length of the distribution channel in terms of the number of participants that are involved in getting the product from the manufacturer to the consumer. If the product gets from the manufacturer to the consumer without any intermediary, it is said to have a length of level 0. A channel where there is an additional participant to the manufacturer and consumer is called level 1 length. In this case, it is a retailer since it buys from the manufacturer to resell directly to the end consumer. A level 2 or two-level length is when there are two intermediaries before getting from the manufacturer to the consumer. For example, a wholesaler who resells to a retailer who finally resells to the end consumer.

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Variety merchandising seeks to communicate a good and adequate variety of products. Through the arrangement of products, window displays, special exhibits and in-store communication efforts, the aim is to let the consumer know, at a glance, what they can find.

Presentation merchandising seeks to showcase products in an attractive way. Additionally, it seeks to present the merchandise in a way that immediately communicates the positioning of the product.

Management merchandising is the one that seeks to make the point of sale profitable. A consumer enters a supermarket, for example, to buy eggs, bread, and milk. These products are among the least profitable in the store, so once the consumer is inside the store, you want to get the most out of their presence, getting them to buy a more profitable mix of products.

Relationship merchandising seeks consistency between what is displayed visually and what is projected through the staff. Uniforms, sales presentation protocols and salespeople's instrumental supports are some examples of what can be included in this type of merchandising.

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Macro level: market area selection

Size of the populated geographic area (the larger, the better).

Dispersion of the population in the area (the less dispersed, the better).

Overlap: how much competition there is and how close one is to the other. In the area where two competitors overlap or intersect, the consumer will not care whether they attend one or the other as a matter of convenience (the less overlap, the better).

Dynamism: what changes have occurred in the area in terms of population and urbanization and, above all, what changes can be expected in the future, such as construction of accesses or their closure, land use, whether housing construction is growing, among others.

Consumer characteristics: age, stages of the family cycle, purchasing power, employment level, among others. For example, there are areas of young families with children, these areas are excellent for a day care center, while other areas where families already live with empty nests are more suitable for other services such as pharmacies.

Micro level: decisions on specific premises

Size and conditions of the premises.

Success or failure stories of previous businesses at that location, or surrounding businesses.

Condition and level of affluence of the commercial center or mall where it is located, if applicable.

Rent: amount and conditions of the contract.

Access

Parking

Display window area

Entrances and exits

Car and pedestrian traffic

Among others

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Strategy indicators and control mechanisms

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Strategy indicators and control mechanisms

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The essence of marketing evaluation is to compare results with planned objectives to identify deviations, and then take corrective action. Graphically, this is presented in the image above.

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BCG matrix for brand portfolio management

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BCG matrix for brand portfolio management

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This matrix shows four quadrants, and in each quadrant the brands are positioned according to two axes. The x-axis (horizontal) defines the relative market share of the business unit, relative to its closest competitor in the category in which that product or brand participates. Read carefully, as BCG in the matrix places the highest share on the left and the lowest on the right. This means that, if a brand is placed on the far left of the matrix, it is because it has a large market share in its category, and may even be the leader in that market. When set to the right, the scenario is the opposite. On the y-axis (vertical) the matrix indicates the growth rate of the market or industry in which it participates. The higher the mark is placed, the more people who are not currently users of the category, but will be soon. The lower it is, the more consumers who could buy products in the category already buy them and, as a result, it is necessary to gain market share for growth.

Each quadrant is represented by an element: milk cows, stars, question marks and dogs. Ideally, a company should have brands in almost all quadrants, since each one presents advantages and difficulties that, when added together, maximize the company's profit.

Additionally, each brand is represented in the quadrant by circles of different sizes. The larger the size of the circle, the greater the weight within the company's sales mix of that brand.

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The figure above shows the company's position on the horizontal axis. This refers to how well positioned the entity is to take advantage of market opportunities. The vertical axis measures the attractiveness of the market (quantitative and qualitative), some attributes are high profitability, rapid growth, lack of government regulation, lack of competition and availability of technology. The conditions that are most attractive are green cells (Lamb, Hair, and McDaniel, 2018).

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In Mexico, the consumer is protected by the Federal Consumer Protection Law, which is continuously updated and contemplates many of the situations that may occur between suppliers and consumers, always looking out for the consumer.

Nevertheless, the law is a written document that requires entities consisting of people who are responsible for its compliance. These institutions enforcing it in different ways are the following:

Ministry of Economy: it is in charge of implementing such updates through the issuance of standards.

Public Prosecutor's Office: it is the one who passes judgment in cases of unlawfulness in the relations and interactions between suppliers and consumers.

Federal Consumer Protection Agency: it is the institution that protects and promotes the rights of consumers. It guarantees equitable commercial relations that strengthen the culture of responsible consumption and access to products and services under better market conditions, thus ensuring certainty, legality and juridical security within the regulatory framework of the Human Rights recognized for the consumer population (Procuraduría Federal del Consumidor, 2020).

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1. Right to information

2. Right to education

3. Right to choose

4. Right to safety and quality

5. Right to non-discrimination

6. Right to compensation

7. Right to protection