2. the role of imc in the marketing process
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The Role of IMC in the Marketing Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Transcript of 2. the role of imc in the marketing process
The Role of IMC in the Marketing ProcessThe Role of IMC in the Marketing Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ProductDecisions
PricingDecisions
DistributionDecisions
ProductDecisions
PricingDecisions
DistributionDecisions
OpportunityAnalysis
CompetitiveAnalysis
TargetMarketing
IdentifyingMarkets
MarketSegmentation
Selecting aTarget Market
PositioningThrough
MarketingStrategies
PromotionalDecisions
• Advertising
• Direct Marketing
• Interactive Marketing
• Sales Promotion
• Publicity and Public Relations
• Personal Selling
Resellers
UltimateConsumer
• Consumers
• Businesses
Promotionto FinalBuyer
PromotionTo Trade
OpportunityAnalysis
CompetitiveAnalysis
TargetMarketing
IdentifyingMarkets
MarketSegmentation
Selecting aTarget Market
PositioningThrough
MarketingStrategies
PromotionalDecisions
• Advertising
• Direct Marketing
• Interactive Marketing
• Sales Promotion
• Publicity and Public Relations
• Personal Selling
UltimateConsumer
• Consumers
• Businesses
Marketing and Promotions Process Model
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Marketing to a Lifestyle
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Positioning Through Marketing StrategiesPositioning Through Marketing Strategies
Selecting Market To TargetSelecting Market To Target
Determining Market SegmentationDetermining Market Segmentation
Identify Markets With Unfulfilled NeedsIdentify Markets With Unfulfilled Needs
Selecting Market To TargetSelecting Market To Target
Determining Market SegmentationDetermining Market Segmentation
Identify Markets With Unfulfilled NeedsIdentify Markets With Unfulfilled Needs
The Target Marketing Process
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Beer is Beer? Not Really!
Popular Imports Specialties Premium Light
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A Product for Every Segment
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Take Marketing Actions To Reach Target Segments.Take Marketing Actions To Reach Target Segments.
Select the Product Segments Toward Which the Firm Directs Its Marketing Actions.
Select the Product Segments Toward Which the Firm Directs Its Marketing Actions.
Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions.
Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions.
Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization.
Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization.
Find Ways To Group Consumers According To Their Needs.
Find Ways To Group Consumers According To Their Needs.
Select the Product Segments Toward Which the Firm Directs Its Marketing Actions.
Select the Product Segments Toward Which the Firm Directs Its Marketing Actions.
Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions.
Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions.
Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization.
Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization.
Find Ways To Group Consumers According To Their Needs.
Find Ways To Group Consumers According To Their Needs.
The Marketing Segmentation Process
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
BehaviorBehavior
BenefitsBenefits
OutletsOutlets
BenefitsBenefits
OutletsOutletsBehaviorBehavior
PsychographicPsychographic
GeographicGeographic
DemographicDemographicPsychographicPsychographic DemographicDemographic
GeographicGeographic
Bases for Segmentation
CustomerCharacteristics
CustomerCharacteristics
SocioeconomicSocioeconomic
BuyingSituationBuying
Situation
UsageUsage
SocioeconomicSocioeconomic
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Abercrombie & Fitch Targets Echo Boomers
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Hispanics Prefer Spanish Language Ads
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What Position Do We Have Now?
What Position Do We Have Now?
Do We Have the Money To Do the
Job?
Do We Have the Money To Do the
Job?
What Position Do We Want To
Own?
What Position Do We Want To
Own?
From Whom Must We Win This Position?
From Whom Must We Win This Position?
Do We Have the Tenacity To Stay
With It?
Do We Have the Tenacity To Stay
With It?
Do We Have the Tenacity To Stay
With It?
Do We Have the Tenacity To Stay
With It?
Do We Have the Money To Do the
Job?
Do We Have the Money To Do the
Job?
From Whom Must We Win This Position?
From Whom Must We Win This Position?
What Position Do We Want To
Own?
What Position Do We Want To
Own?
What Position Do We Have Now?
What Position Do We Have Now?
Does Our Creative Strategy
Match It?
Does Our Creative Strategy
Match It?
Developing a Positioning Strategy
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ThePosition
ThePosition
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?
By Product User?By Product User?
By Competitor?By Competitor?
By Cultural Symbols?By Cultural Symbols?
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?
By Product User?By Product User?
By Competitor?By Competitor?
Positioning Strategies
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How shouldHow shouldwe position?we position?
Cultural Symbols Can Differentiate Brands
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6. Monitor the Position6. Monitor the Position
5. Make the Positioning Decision5. Make the Positioning Decision
4. Analyze Consumer Preferences4. Analyze Consumer Preferences
3. Determine Their Positions3. Determine Their Positions
2. Assess Perceptions of Them2. Assess Perceptions of Them
1. Identify the Competitors1. Identify the Competitors
5. Make the Positioning Decision5. Make the Positioning Decision
4. Analyze Consumer Preferences4. Analyze Consumer Preferences
3. Determine Their Positions3. Determine Their Positions
2. Assess Perceptions of Them2. Assess Perceptions of Them
1. Identify the Competitors1. Identify the Competitors
Developing a Positioning Platform
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Is the Current Position Strategy
Working?
Is the Current Position Strategy
Working?
Is the Segmentation Strategy
Appropriate?
Is the Segmentation Strategy
Appropriate?
Are There Sufficient Resources To
Communicate the Position?
Are There Sufficient Resources To
Communicate the Position?
Is the Segmentation Strategy
Appropriate?
Is the Segmentation Strategy
Appropriate?
Is the Current Position Strategy
Working?
Is the Current Position Strategy
Working?
Are There Sufficient Resources To
Communicate the Position?
Are There Sufficient Resources To
Communicate the Position?
How Strong Is the Competition?
How Strong Is the Competition?
Positioning Decisions
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TheChecklist
TheChecklist
Advertising Develops Brand Images
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Branding and Packaging Work Closely Together
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Product DecisionsProduct Decisions
BRANDINGBRANDING
Brand name
commun-icates
attributes and
meaning
Brand name
commun-icates
attributes and
meaning
Advertising creates and maintains
brand equity
Advertising creates and maintains
brand equity
Packaging has become increasingly important
Packaging has become increasingly important
It’s often customers’
first exposure to
product
It’s often customers’
first exposure to
product
PACKAGINGPACKAGINGBRANDINGBRANDING
A Package Is More than a Container
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Packaging Enhances Brand Identity
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Price Must Be Consistent With Perceptions of the Product
Price Must Be Consistent With Perceptions of the Product
Higher Prices Communicate Higher Product Quality
Higher Prices Communicate Higher Product Quality
Lower Prices Reflect Bargain or “Value” Perceptions
Lower Prices Reflect Bargain or “Value” Perceptions
Price, Advertising and Distribution be Unified In
Identifying the Product Position
Price, Advertising and Distribution be Unified In
Identifying the Product Position
Price Must Be Consistent With Perceptions of the Product
Price Must Be Consistent With Perceptions of the Product
Higher Prices Communicate Higher Product Quality
Higher Prices Communicate Higher Product Quality
Lower Prices Reflect Bargain or “Value” Perceptions
Lower Prices Reflect Bargain or “Value” Perceptions
Price, Advertising and Distribution must be Unified In
Identifying the Product Position
Price, Advertising and Distribution must be Unified In
Identifying the Product Position
Pricing Must Be Coordinated with Other Factors
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PricingConsiderations
PricingConsiderations
A Product Positioned as High Quality While Carrying a Lower Price than
Competitors Will Confuse Customers
A Product Positioned as High Quality While Carrying a Lower Price than
Competitors Will Confuse Customers
Some Products Compete on Price – Others Compete on Quality
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SelectingSelecting
ManagingManaging
MotivatingMotivating
SelectingSelecting
ManagingManaging
Distribution is a Vital Link in the Chain
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DistributionChannel
Decisions
DistributionChannel
Decisions
The “Middleman” Can Play a Key Role
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IndependentChannel
Intermediaries
IndependentChannel
Intermediaries
BrokersBrokers
DistributorsDistributors
WholesalersWholesalers
RetailersRetailers
BrokersBrokers
DistributorsDistributors
WholesalersWholesalers
Push PolicyPush Policy
ProducerProducer
WholesalerWholesaler
RetailerRetailer
ConsumerConsumer
ProducerProducer
WholesalerWholesaler
RetailerRetailer
ConsumerConsumer
Push Versus Pull
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Information Flow
Pull PolicyPull Policy
ProducerProducer
WholesalerWholesaler
RetailerRetailer
ConsumerConsumer
Point of Sale Displays, Racks, StandsPoint of Sale Displays, Racks, Stands
Trade Deals, Special DisplaysTrade Deals, Special Displays
Dealer Premiums, Prizes, GiftsDealer Premiums, Prizes, Gifts
Cooperative Advertising DealsCooperative Advertising Deals
Advertising Materials, Mats, InsertsAdvertising Materials, Mats, Inserts
Push Money or “Spiffs"Push Money or “Spiffs"
Collaterals, Catalogs, ManualsCollaterals, Catalogs, Manuals
Point of Sale Displays, Racks, StandsPoint of Sale Displays, Racks, Stands
Trade Deals, Special DisplaysTrade Deals, Special Displays
Dealer Premiums, Prizes, GiftsDealer Premiums, Prizes, Gifts
Cooperative Advertising DealsCooperative Advertising Deals
Advertising Materials, Mats, InsertsAdvertising Materials, Mats, Inserts
Push Money or “Spiffs"Push Money or “Spiffs"
Collaterals, Catalogs, ManualsCollaterals, Catalogs, Manuals
Promotion to Push Goods Through Channels
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PUSHPUSH
Company Conventions, MeetingsCompany Conventions, Meetings
Sampling, free trialSampling, free trial
Cents-off promotionsCents-off promotions
Cents-off couponsCents-off coupons
Combination offersCombination offers
Premiums or giftsPremiums or gifts
Contests, sweepstakesContests, sweepstakes
Point-of-purchasePoint-of-purchasePoint-of-purchasePoint-of-purchase
Contests, sweepstakesContests, sweepstakes
Premiums or giftsPremiums or gifts
Combination offersCombination offers
Cents-off couponsCents-off coupons
Cents-off promotionsCents-off promotions
Sampling, free trialSampling, free trial
Promotion to Pull Goods Through Channels
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PULLPULL
Trading stampsTrading stamps
