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    IMC Model by Dwi Sapta

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    Ratna Pipit
    The document outlines Dwi Sapta's model for integrated marketing communications, which consists of four circles: 1) Discovery circle to review the market, competitors, consumers, and brand; 2) Intent circle to identify problems, advantages, and formulate marketing direction; 3) Strategy circle to define the target audience, brand soul/strength, and selling idea; 4) Tactics circle to develop the communication strategy and tactics.

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    IMC Model by Dwi Sapta

    Uploaded by

    Ratna Pipit
    71 views8 pages
    The document outlines Dwi Sapta's model for integrated marketing communications, which consists of four circles: 1) Discovery circle to review the market, competitors, consumers, and brand; 2) Intent circle to identify problems, advantages, and formulate marketing direction; 3) Strategy circle to define the target audience, brand soul/strength, and selling idea; 4) Tactics circle to develop the communication strategy and tactics.

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    The document outlines Dwi Sapta's model for integrated marketing communications, which consists of four circles: 1) Discovery circle to review the market, competitors, consumers, and brand; 2) Intent circle to identify problems, advantages, and formulate marketing direction; 3) Strategy circle to define the target audience, brand soul/strength, and selling idea; 4) Tactics circle to develop the communication strategy and tactics.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    71 views8 pages

    IMC Model by Dwi Sapta

    Uploaded by

    Ratna Pipit
    The document outlines Dwi Sapta's model for integrated marketing communications, which consists of four circles: 1) Discovery circle to review the market, competitors, consumers, and brand; 2) Intent circle to identify problems, advantages, and formulate marketing direction; 3) Strategy circle to define the target audience, brand soul/strength, and selling idea; 4) Tactics circle to develop the communication strategy and tactics.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 8

    INTEGRATED MARKETING

    COMMUNICATIONS
    DWI SAPTA’S MODEL

    MATA KULIAH
    KOMUNIKASI BISNIS DAN MARKETING PUBLIC RELATIONS
    OLEH: RATNA PUSPITA SARI, M.MED.KOM
    (RATNA_PIPIT)
    DISCOVERY CIRCLE

    1. MARKET REVIEW
    (Aspek trend perubahan di pasar  trend ekonomi dan
    industri, perkembangan teknologi, regulasi, perubahan sosial
    politik-budaya, isu lingkungan)

    2. COMPETITOR REVIEW
    a. Competitor Benchmarking (product benefit & value
    proposition, segmentasi pasar, brand positioning, pendekatan
    komunikasi, brand personality/character, pesan komunikasi,
    celebrity endoser, dsb)
    b. Customer Point of View (perceptual mapping)
    c. Satisfaction-importance matrix
    DISCOVERY CIRCLE

    3. CONSUMER REVIEW
    3H (Head-Heart-Hand)
    Head= brand awareness, brand association, brand
    image, brand identity, perceived quality, product
    benefit, product value proposition
    Heart= customer satisfaction, customer loyalty,
    customer preference, self expression, customer
    motivation
    Hand= Consumer habit, product usage, media
    habit, purchase behavior, information search
    DISCOVERY CIRCLE

    4. BRAND REVIEW
    Brand portofolio, segmentation-targetting audit,
    positioning audit, product value proposition audit,
    commmunication message-contact point, dan
    program komunikasi pemasaran.
    INTENT CIRCLE
    (Intent Formulation Flow)

    INSIGHT Marketing
    • Market Direction
    • Competitor • Communication Objective
    • Consumer PROBLEM
    • Brand ADVANTAGE
    • Strength
    • Weakness
    • Opportunity
    • Threat
    STRATEGY CIRCLE

    1. Target Audience
    Geo-demografis (daerah, usia, pekerjaan, pendapatan),
    psikografis (gaya hidup konsumen), sosiografis (nilai-
    nilai dan perilaku sosial), teknografi (perilaku adopsi
    teknologi), pola perilaku konsumen (pola penggunaan
    produk, kebiasaan konsumsi produk)

    2. Brand Soul
    Sumber keunggulan produk dalam bersaing
    (eksistensi)
    STRATEGY CIRCLE

    3. Selling idea
    Terjemahan dari brand soul yang menjadi “anchor”
    dari keseluruhan kampanye komunikasi.
    a. Reason to believe
    b. brand Personality
    c. Brand Promise
    d. Brand credibility & persuassiveness
    e. Unique value proposition

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