Chap 2,role of imc in marketing process

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Marketing Management Prepared by

PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

(Ex. HOD-MARKETING,BSD)E:[email protected]

P:9810275444www.marketingandbrandingguru.com

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Under Armour Protects Its House

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Right or Wrong :Marketing Strategy

Marketing & promotion Process modal

Marketing & promotional process modal:Here we take closer look at how marketing

strategies influence the role of promotion & how promotional decisions must be coordinate with other areas of marketing mix.

Elements of marketing Mix: Consistent in strategic plan

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.ProductDecisions

PricingDecisions

DistributionDecisions

ProductDecisions

PricingDecisions

DistributionDecisions

OpportunityAnalysis

CompetitiveAnalysis

TargetMarketing

IdentifyingMarkets

MarketSegmentation

Selecting aTarget Market

PositioningThroughMarketingStrategies

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

PositioningThroughMarketingStrategies

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

Marketing Strategy & analysis:

Marketing Strategy & analysis:Making marketing strategy much sharp,

company has to analyze following situation

• Opportunity Analysis• Competitive Analysis• Target Market selection


Opportunity Analysis:It required careful opportunity analysis, which

may lead the new opportunities. Company can identify opportunity by following way

• Carefully examine the marketplace• Understand demand trend• Competition in different market segmentLike: Demand of PC may be vary in different

market segment

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Like: Demand of PC may be vary in different market segment

Education Sector: advt based on educated people

Home use: Advt based on Ladies & ChildrenScience: Advt based on Engineers & ScientistBusiness market: Advt based on Company’s or

CEO


Opportunity AnalysisCompany also look the nature of competitionLike: Most of the luxury-car segment (Lexus,

BMW, Porsche, Mercedes) now have entered in SUVs market.

Also most of luxury car segment shift to small car market. Like Nissan-Micra

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Dove’s Campaign for Real Beauty

Marketing Strategy & Analysis:Competitive Analysis:Here manager must carefully analyze the competition to faced in

the marketplace. This may lead the direct competition apart from brand competition.

Like: Brand competition: pepsi vs Coke,Maruti vs HyundaiBajaj vs hero Honda Direct competition: Coke/diet coke/more vs Pepsi/Diet pepsi/pepsi blue etcDue to this the target audience are different & segment of advt

may affect & company has to choose the specific media.

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Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect to its customers

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Target Market selection:After being analyzed in competitive &

opportunity point of view now it is the time to choose the market by selecting one & prepare the advertisement according to that particular product.

Like: Honda launched Karizma to counter Pulsar of Bajaj

The Himalaya Drug Company

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The Target Marketing Process

Position through marketing strategiesPosition through marketing strategies

Select market to targetSelect market to target

Determine market segmentationDetermine market segmentation

Identify markets with unfulfilled needsIdentify markets with unfulfilled needs

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A Product for Every Segment

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Beer is Beer? Not Really!

Popular Imports Specialties Premium Light

The Target Market process

Identify Market with unfulfilled needs:Company do following things• Identify the specific needs of the group of the

people, • Select one or more of these segment • Develop marketing & advertisement

programme.

Market Segmentation

There are following segmentation process

Finding ways to group consumers according to their needs

Finding ways to group the marketing actions Developing market-product grid Selecting the target segments Taking market action

Dove Targets Women


Selecting a market to target:On the basis of segmentation three markets are

available• Undifferentiated market: In this segment

company ignore segment difference & just offer one product to the entire market

Like: Pepsi offered one cold drink for long time

Pepsi used Mega advertisement in India


Differentiated Marketing: Here company involves marketing in number of segments, developing different marketing strategy for each.

Like:Maruti::800:Alto:Esteem:SX4:BalenoAction Shoe:: Sports: Adventure: Children: Adult


Concentrated Market: Here firm select one segment & attempts to capture all share of this market.

Like: Barista Coffee,


Positioning through marketing Strategies: It is the art & science of fitting the product or service to one or more segments of the broad market in such a way so it set meaningfully apart from competition.

Like: Mercedes, Armani

Chap 2,role of imc in marketing process

Business

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