The Role of IMC in the Marketing Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
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Transcript of The Role of IMC in the Marketing Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.
The Role of IMC in the Marketing ProcessThe Role of IMC in the Marketing Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Productdecisions
Pricingdecisions
Channel-of-distributiondecisions
Productdecisions
Pricingdecisions
Channel-of-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
Ultimateconsumer
• Consumers
• Businesses
Promotionto finalbuyer
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Resellers
Promotion to trade
Internet/Interactive
Purchase
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Beer is Beer? Not Really!
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Popular
Imports
Domestic specialties
Premium
Light
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
BehaviorBehavior
BenefitsBenefits
OutletsOutlets
BenefitsBenefits
OutletsOutletsBehaviorBehavior
PsychographicPsychographic
GeographicGeographic
DemographicDemographicPsychographicPsychographic DemographicDemographic
GeographicGeographic
Bases for Segmentation
CustomerCharacteristics
CustomerCharacteristics
SocioeconomicSocioeconomic
BuyingSituationBuying
SituationUsageUsage
SocioeconomicSocioeconomic
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AwarenessAwarenessAwarenessAwareness
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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 strategymatch it?
Does our creative strategymatch it?
Developing a Positioning Strategy
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
How shouldHow shouldwe position?we position?
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TheChecklist
TheChecklist
Branding and Packaging Work Closely Together
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
SelectingSelecting
ManagingManaging
MotivatingMotivating
SelectingSelecting
ManagingManaging
Distribution is a Vital Link in the Chain
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
DistributionChannel
Decisions
DistributionChannel
Decisions
The “Middleman” Can Play a Key Role
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Information Flow
Pull PolicyPull Policy
ProducerProducer
WholesalerWholesaler
RetailerRetailer
ConsumerConsumer
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PULLPULL
Trading stampsTrading stamps