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    The Role of IMC in The Marketing Process

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    Sanjeet Mohanty

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    The Role of IMC in The Marketing Process

    Uploaded by

    Sanjeet Mohanty
    122 views6 pages

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    mktg003chap2

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    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    122 views6 pages

    The Role of IMC in The Marketing Process

    Uploaded by

    Sanjeet Mohanty

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 6

    Padres Pitch to the Fans

    The Role of IMC in the Marketing Process

    *Click outside of the video screen to advance to the next slide


    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Cleveland Indians Want Fans to Play Ball

    Marketing and Promotions Process Model


    Opportunity analysis Identifying markets Product decisions Promotional decisions Competitive analysis Pricing decisions Advertising Direct marketing Interactive marketing Sales promotion Publicity and public relations Personal selling Positioning through marketing strategies Internet/ Interactive Ultimate consumer Consumers Businesses Promotion to trade Promotion to final buyer

    Market segmentation

    Target marketing Selecting a target market

    Channel-ofChanneldistribution ofdistribution decisions decisions

    Resellers Purchase
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    *Click outside of the video screen to advance to the next slide


    2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Marketing to a Lifestyle

    Test Your Knowledge


    Factors that influence the decision as to how far the segmentation process should go include: A) whether the segment is accessible B) whether sufficient funds exist for developing the necessary advertising campaign C) the availability of media that reaches the segment D) the ability of the sales force to reach the segment E) all of the above

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    The Target Marketing Process


    Identify markets with unfulfilled needs Identify markets with unfulfilled needs

    A Product for Every Segment

    Determining market segmentation Determining market segmentation

    Selecting market to target Selecting market to target

    Positioning through marketing strategies Positioning through marketing strategies


    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Beer is Beer? Not Really!

    The Marketing Segmentation Process


    Find ways to group consumers Find ways to group consumers according to their needs. according to their needs. Find ways to group marketing actions - usually the Find ways to group marketing actions - usually the products offered - available to the organization. products offered - available to the organization.
    Popular Imports Domestic specialties Premium Light

    Develop a market/product grid to relate the market Develop a market/product grid to relate the market segments to the firms products and actions. segments to the firms products and actions. Select the product segments toward which the firm Select the product segments toward which the firm directs its marketing actions. directs its marketing actions.

    Take marketing actions to reach target segments. Take marketing actions to reach target segments.
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Bases for Segmentation


    Psychographic Psychographic Demographic Demographic

    Browns Highlight Extreme Fan

    Customer Customer Characteristics Characteristics Socioeconomic Socioeconomic Geographic Geographic Behavior Behavior Buying Buying Situation Situation Awareness Awareness
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Outlets Outlets

    Usage Usage

    Benefits Benefits

    *Click outside of the video screen to advance to the next slide


    2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Home Depot Reaches Out to the Female Market

    Hispanics Prefer Spanish Language Ads

    *Click outside of the video screen to advance to the next slide


    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Examples of Some PRIZM Clusters


    HIGH

    Test Your Knowledge


    The key factor in communicating information about a brand and differentiating it from competitors is: A) its perceived price differential B) its integrated promotional strategy C) the market positioning strategy assigned it by its manufacturer D) its distribution intensity E) the benefits the brand offers

    LOW

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Developing a Positioning Strategy


    What position do What position do What position do What position do we have now? we have now? we have now? we have now? Does our creative Does our creative strategy strategy match it? match it? What position do What position do we want to own? we want to own?

    Positioning Strategies
    How should we position?
    By Attributes and Benefits? By Attributes and Benefits? By Price or Quality? By Price or Quality? By Use or Application? By Use or Application? By Product Class? By Product Class?

    The The Position Position


    Do we have the Do we have the Do we have the Do we have the tenacity to stay tenacity to stay tenacity to stay tenacity to stay with it? with it? with it? with it? Do we have the Do we have the money to do the money to do the job? job?
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    From whom From whom must we win this must we win this position? position?

    By Product User? By Product User? By Competitor? By Competitor? By Cultural Symbols? By Cultural Symbols?
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Cultural Symbols Can Differentiate Brands

    Developing a Positioning Platform


    1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. Identify the competitors Identify the competitors Assess perceptions of them Assess perceptions of them Determine their positions Determine their positions Analyze consumer preferences Analyze consumer preferences Make the positioning decision Make the positioning decision Monitor the position Monitor the position
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Positioning Decisions
    Is the current Is the current position strategy position strategy working? working? Is the segmentation Is the segmentation Is the segmentation Is the segmentation strategy strategy strategy strategy appropriate? appropriate? appropriate? appropriate?

    Advertising Develops Brand Images

    The The Checklist Checklist

    How strong is the How strong is the competition? competition?

    Are there sufficient Are there sufficient Are there sufficient Are there sufficient resources to resources to resources to resources to communicate the communicate the communicate the communicate the position? position? position? position?
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Branding and Packaging Work Closely Together

    A Package Is More than a Container

    Product Decisions Product Decisions


    BRANDING BRANDING PACKAGING PACKAGING

    Brand Brand name name communcommunicates icates attributes attributes and and meaning meaning

    Advertising Advertising creates and creates and maintains maintains brand brand equity equity

    Packaging Packaging has become has become increasingly increasingly important important

    Its often Its often customers customers first first exposure to exposure to product product

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Pricing Must Be Coordinated with Other Factors


    Pricing Pricing Considerations Considerations
    Price must be consistent with Price must be consistent with perceptions of the product perceptions of the product Higher prices communicate higher Higher prices communicate higher product quality product quality Lower prices reflect bargain or Lower prices reflect bargain or value perceptions value perceptions Price, advertising and distribution Price, advertising and distribution must be unified in be be unified be unified in must unified in in identifying the product position identifying the product position A product positioned as high quality A product positioned as high quality while carrying a lower price than while carrying a lower price than competitors will confuse customers competitors will confuse customers
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Some Products Compete on Price Others Compete on Quality

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Distribution is a Vital Link in the Chain

    The Middleman Can Play a Key Role


    Brokers Brokers

    Selecting Selecting

    Distribution Distribution Channel Channel Decisions Decisions

    Managing Managing

    Independent Independent Channel Channel Intermediaries Intermediaries

    Distributors Distributors

    Wholesalers Wholesalers

    Motivating Motivating

    Retailers Retailers
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Push Versus Pull


    Push Policy Push Policy
    Producer Producer Wholesaler Wholesaler Retailer Retailer Consumer Consumer Information Flow
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Test Your Knowledge


    Pull Policy Pull Policy
    Producer Producer Wholesaler Wholesaler Retailer Retailer Consumer Consumer
    An ad in a publication aimed at veterinarians explaining why they should recommend Eukanuba cat food to the owners of all the cats they treat is an example of: A) consumer advertising B) a promotional pull strategy C) a harvesting strategy D) a consumer promotion E) a promotional push strategy

    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    Promotion to Push Goods Through Channels

    Promotion to Pull Goods Through Channels

    PUSH

    Point of sale displays, racks, stands Point of sale displays, racks, stands Trade deals, special displays Trade deals, special displays Dealer premiums, prizes, gifts Dealer premiums, prizes, gifts Cooperative advertising deals Cooperative advertising deals Advertising materials, mats, inserts Advertising materials, mats, inserts Push money or spiffs" Push money or spiffs" Collaterals, catalogs, manuals Collaterals, catalogs, manuals Company conventions, meetings Company conventions, meetings
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

    PULL

    Sampling, free trial Sampling, free trial Cents-off promotions Cents-off promotions Cents-off coupons Cents-off coupons Combination offers Combination offers Premiums or gifts Premiums or gifts Contests, sweepstakes Contests, sweepstakes Point-of-purchase Point-of-purchase Trading stamps Trading stamps
    2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

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