Integrated Marketing Communications

‫اﻻﺗﺻﺎﻻت اﻟﺗﺳوﯾﻘﯾﺔ اﻟﻣﺗﻛﺎﻣﻠﺔ‬

Session 1

INTRODUCTION ‫اﻟﻣﻘدﻣﺔ‬
Chapter Objectives ‫اھداف اﻟﻔﺻل‬
1. How does communication take
place?
‫ﻛﯾف ﯾﺗم اﻻﺗﺻﺎل‬ •
2. What is an integrated marketing ‫ﻣﺎ ھو ﺑرﻧﺎﻣﺞ اﺗﺻﺎﻻت‬ •
communications program?
3. Are there any new trends ( ‫اﻟﺗﺳوﯾﻖ اﻟﻣﺗﻛﺎﻣﻠﺔ) أ ت م‬
affecting marketing
communications? ‫ھل ھﻧﺎك اﺗﺟﺎھﺎت ﺟدﯾدة ﻓﻲ‬ •
4. How does an integrated
marketing communications
‫اﻻﺗﺻﺎﻻت اﻟﺗﺳوﯾﻘﯾﺔ‬
program create value? ‫ﻛﯾف ﯾﺧﻠﻖ ﺑرﻧﺎﻣﺞ أ ت م‬ •
5. What are the components of an
integrated marketing ‫ﻗﯾﻣﺔ ﻟﻠﺷرﻛﺔ او ﻣﻧﺗﺟﺎﺗﮭﺎ‬
communications program?
6. What does the term GIMC ‫ﻣﺎھﻰ ﻣﻛوﻧﺎت ﺑرﻧﺎﻣﺞ أ ت م‬ •
mean?
‫ﻣﺎذا ﯾﻌﻧﻰ ﻟﻔظ أ ت م ع‬ •
 Communication Process
‫ﻋﻣﻠﯾﺔ اﻻﺗﺻﺎل‬

Sender Encoding Transmission Decoding Receiver

‫اﻟراﺳل‬ ‫اﻟﺗﺷﻔﯾر او‬ Device ‫ﺟﮭﺎز‬ ‫ﻓك اﻟﺷﻔرة‬ ‫اﻟﻣﺳﺗﻘﺑل‬
‫اﻟﺗﻛوﯾد‬ ‫اﻟﻧﻘل‬

Feedback
‫رد اﻟﻔﻌل اﻟﻣرﺗد‬

=Noise= ‫اﻟﺿوﺿﺎء‬
 ‫‪Integrated Marketing‬‬
‫‪Communications‬‬
‫اﻻﺗﺻﺎﻻت اﻟﺗﺳوﯾﻘﯾﺔ اﻟﻣﺗﻛﺎﻣﻠﺔ‬
‫‪is the coordination and integration of all‬‬
‫‪marketing communication tools, avenues‬‬
‫‪and sources within a company into a‬‬
‫‪seamless program which maximizes the‬‬
‫‪impact on consumers(current and‬‬
‫)‪potential‬‬
‫اﻟﻌﻣﻠﯾﺔ اﻟﺗﻲ ﯾﺗم ﻣن ﺧﻼﻟﮭﺎ ﺗطوﯾر وﺗﻧﻔﯾذ ﻣﺟﻣوﻋﺔ ﻣﺧﺗﻠﻔﺔ‬
‫وﻣﺗﻧوﻋﺔ ﻣن اﻟﺑراﻣﺞ اﻻﺗﺻﺎﻟﯾﺔ اﻻﻗﻧﺎﻋﯾﺔ ﻣﻊ اﻟزﺑﺎﺋن‬
‫)اﻟﺣﺎﻟﯾﯾن واﻟﻣﺣﺗﻣﻠﯾن( ﻋﻠﻰ ﻣدار اﻟوﻗت‪ .‬وﺗﮭدف ھذه‬
‫اﻻﺗﺻﺎﻻت اﻟﺗﺳوﯾﻘﯾﺔ اﻟﻣﺗﻛﺎﻣﻠﺔ إﻟﻰ اﻟﺗﺄﺛﯾر )اﻟﻣﺑﺎﺷر أو‬
‫ﻏﯾر اﻟﻣﺑﺎﺷر( ﻋﻠﻰ ﺳﻠوك ﺟﻣﮭور اﻻﺗﺻﺎل اﻟﻣﺳﺗﮭدف‬
 The Components of Promotion
‫ﻣﻛوﻧﺎت اﻟﺗروﯾﺞ‬
Marketing mix ‫اﻟﻣزﯾﺞ اﻟﺗﺳوﯾﻘﻰ‬

Distribution
Product ‫اﻟﺳﻠﻌﺔ‬ Price ‫اﻟﺳﻌر‬ Promotion ‫اﻟﺗروﯾﺞ‬
‫اﻟﺗوزﯾﻊ‬

Advertising Sales Promotions Personal Selling

‫اﻻﻋﻼن‬ ‫ﺗﻧﺷﯾط اﻟﻣﺑﯾﻌﺎت‬ ‫اﻟﺑﯾﻊ اﻟﺷﺧﺻﻰ‬

Direct Social Public

Response Media Relations
Marketing ‫اﻟﻌﻼﻗﺎت وﺳﺎﺋل اﻻﻋﻼم‬
‫اﻻﺟﺗﻣﺎﻋﻰ اﻟﺗﺳوﯾﻖ اﻟﻣﺑﺎﺷر‬ ‫اﻟﻌﺎﻣﺔ‬

1-6
 Steps of a Marketing Plan
‫ﺧطوات ﺧطﺔ اﻟﺗﺳوﯾﻖ‬

 Current situational analysis ‫ﺗﺣﻠﯾل اﻟوﺿﻊ اﻟﺣﺎﻟﻰ‬

 SWOT analysis
‫ﺗﺣﻠﯾل ﻣواطن اﻟﻘوة و اﻟﺿﻌف واﻟﻔرص و اﻟﺗﮭدﯾدات‬
 Marketing objectives ‫اﻷھداف اﻟﺗﺳوﯾﻘﯾﺔ‬
 Target market ‫اﻟﺟﻣﮭور اﻟﻣﺳﺗﮭدف‬
 Marketing strategies ‫اﺳﺗراﺗﯾﺟﯾﺎت اﻟﺗﺳوﯾﻖ‬
 Marketing tactics ‫ﺗﻛﺗﯾﻛﺎت اﻟﺗﺳوﯾﻖ‬
 Implementation ‫اﻟﺗطﺑﯾﻖ‬
 Evaluation of performance ‫اﻟرﻗﺎﺑﺔ و اﻟﺗﻘﯾﯾم‬
1-7
 Emerging Trends
Marketing Communications
‫اﻻﺗﺟﺎھﺎت اﻟﻣﻠﺣﺔ ﻓﻲ اﻟﺗواﺻل اﻟﺗﺳوﯾﻘﻰ‬
 Emphasis on accountability and measurable results
‫اﻟﺗﺄﻛﯾد ﻋﻠﻰ اﻟﻣﺳؤﻟﯾﺔ و اﻟﻧﺗﺎﺋﺞ اﻟﻣﻠﻣوﺳﺔ‬
 Changes in tasks performed by key individuals
‫اﻟﺗﻐﯾرات ﻓﻲ اﻟﻣﮭﺎم اﻟﻣوﻛﻠﺔ ﻟﻸﺷﺧﺎص اﻟﻣﮭﻣﺔ ﻓﻲ اﻟﺗﺳوﯾﻖ‬
 Explosion in the use of alternative media
‫اﻻﻧﺗﺷﺎر اﻟﻣذھل ﻓﻲ اﺳﺗﺧدام وﺳﺎﺋل اﻟﺗواﺻل اﻻﺟﺗﻣﺎﻋﻰ‬

1-8
 ‫‪Reasons for Integrating Communications‬‬
‫اﻷﺳﺑﺎب اﻟﺗﻲ أدت اﻟﻰ اﺳﺗﺧدام وﺳﺎﺋل اﻻﺗﺻﺎل اﻟﻣﺗﻛﺎﻣﻠﺔ‬

‫‪• Advances in information technology‬‬

‫اﻟﺗﻘدم ﻓﻲ ﺗﻛﻧوﻟوﺟﯾﺎ اﻟﻣﻌﻠوﻣﺎت‬
‫‪• Changes in channel power‬‬
‫اﻟﺗﻐﯾر ﻓﻲ ﻣراﻛز اﻟﻘوة ﻓﻲ ﻗﻧوات اﻟﺗوزﯾﻊ‬
‫‪• Increase in global competition‬‬
‫اﻟزﯾﺎدة ﻓﻲ اﻟﺗﻧﺎﻓس اﻟﻌﺎﻟﻣﻰ‬
‫‪• Increase in brand parity‬‬
‫اﻟزﯾﺎدة ﻓﻲ ﺗﺷﺎﺑﮫ و ﺗﺳﺎوى اﻟﻣﻧﺗﺟﺎت و اﻟﺳﻠﻊ‬
‫‪• Emphasis on customer engagement‬‬
‫‪1-9‬‬
‫اﻟﺗﺄﻛﯾد ﻋﻠﻰ ﻣﺳﺎھﻣﺔ و اﺷﺗراك اﻟﻌﻣﯾل)اﻟزﺑون(‬
 Advances in Information Technology
‫اﻟﺗﻘدم ﻓﻲ ﺗﻛﻧوﻟوﺟﯾﺎ اﻟﻣﻌﻠوﻣﺎت‬

• Instant communications ‫اﻻﺗﺻﺎﻻت اﻟﻔورﯾﺔ‬

• Consumers have access to unlimited information
‫ﺳﮭوﻟﺔ وﺻول ﻛم ﻻ ﻧﮭﺎﺋﻲ ﻣن اﻟﻣﻌﻠوﻣﺎت ﻟﻠﻣﺳﺗﮭﻠك‬
• Consumer communication has increased
‫زﯾﺎدة اﻟﺗواﺻل ﻣﻊ اﻟﻣﺳﺗﮭﻠك‬
1-10
 ‫‪Changes in Channel Power‬‬
‫ﺗﻐﯾر ﻣراﻛز اﻟﻘوة ﻓﻲ ﻗﻧوات اﻟﺗوزﯾﻊ‬
‫ﺑﺎﺋﻌو اﻟﺗﺟزﺋﺔ ‪• Retailers‬‬
‫اﻟﺗﺣﻛم ﻓﻲ ﻗﻧﺎة اﻟﺗوزﯾﻊ ‪– Control channel‬‬
‫اﻟﺗﺣﻛم ﻓﻲ ﻣﺳﺎﺣﺔ اﻻرﻓف ‪– Control shelf space‬‬
‫ﻟدﯾﮭم ﺑﯾﺎﻧﺎت اﻟﺷراء ‪– Have purchase data‬‬
‫‪– Determine products and brands on shelves‬‬
‫ﺗﺣدﯾد ﻧوﻋﯾﺔ اﻟﻣﻧﺗﺟﺎت و اﻟﻣﺎرﻛﺎت ﻋﻠﻰ اﻻرﻓف‬
‫اﻟﻣﺳﺗﮭﻠﻛون ‪• Consumers‬‬
‫‪– Internet shifts power to consumers‬‬
‫ﺗﺣوﯾل اﻻﻧﺗرﻧت دﻓﺔ اﻟﻘوة ﻟﺻﺎﻟﺢ اﻟﻣﺳﺗﮭﻠك‬
‫‪– Multiple methods of making purchases‬‬
‫‪1-11‬‬
‫ﺗﻌدد اﻟوﺳﺎﺋل واﻟطرق ﻻﺗﻣﺎم ﻋﻣﻠﯾﺔ اﻟﺷراء‬
 Online Retail Spending

180.0

160.0
156.0
147.6
Online Retail Spending (Billions)

140.0
128.1
120.0
108.1
100.0
83.6
80.0

60.0

40.0 31.0

20.0

0.0
2001 2005 2006 2007 2008 2009

Source: Adapted from Cate T. Corcoran, “Delivering the Goods: E-Tailing Sales to Rise But Gains Seen Slowing,” Women’s Wear
Daily, 197, no. 94 (May 5, 2009), p. 1; “Online Retail Spending, 2001-2007, and Projections, 2008,” The 2009 Statistical Abstract:
Online Retail Sales (www.census.,gov/compendia/statab/cats/wholesale_retail_trade/online_retail_sales, accessed November 23,
2009). 1-12
Increases in Global Competition
‫زﯾﺎدة اﻟﺗﻧﺎﻓس اﻟﻌﺎﻟﻣﻰ‬
• Information technology and communication has
changed marketplace
‫ﺗﻐﯾر أﻣﺎﻛن اﻟﺗﺳوق ﺑواﺳطﺔ ﺗﻛﻧوﻟوﺟﯾﺎ اﻟﻣﻌﻠوﻣﺎت ووﺳﺎﺋل اﻻﺗﺻﺎل‬
• Products can be purchased from multiple locations
‫إﻣﻛﺎﻧﯾﺔ ﺷراء اﻟﺳﻠﻌﺔ ﻣن ﻋدة أﻣﺎﻛن ﻣﺧﺗﻠﻔﺔ‬
• Customers want both low prices and high quality
‫اﺣﺗﯾﺎج اﻟﻣﺳﺗﮭﻠﻛﯾن اﻟﻰ اﻟﺳﻠﻊ اﻟرﺧﯾﺻﺔ ﻣﻊ اﻟﺟودة اﻟﻌﺎﻟﯾﺔ‬
• Manufacturers and retailers must work together
‫ﺿرورة اﻟﻌﻣل و اﻟﺗﻌﺎون ﺑﯾن اﻟﻣﻧﺗﺟﯾن و ﺑﺎﺋﻌﻰ اﻟﺗﺟزﺋﺔ‬

1-13
 Market Share of Top Global
Mobile Phone Brands

Others, 16.08%

Sony Ericsson,
5.41%
Nokia, 40.47%

Motorola, 5.84%

LG, 11.69%

Samsung,
20.51%
Source: "Wireless/Mobile Statistics," www.mobileisgood.com/statistics.php, accessed November 23, 2009.
1-14
 Increase in Brand Parity
‫اﻟزﯾﺎدة ﻓﻲ ﺗﺷﺎﺑﮫ و ﺗﺳﺎوى اﻟﻣﻧﺗﺟﺎت و اﻟﺳﻠﻊ‬
• Brands viewed as being equivalent
‫رؤﯾﺔ اﻟﻣﺳﺗﺣﺿرات ﻋﻠﻰ اﻧﮭﺎ ﻣﺗﻛﺎﻓﺋﺔ‬
• Consumers select from group of brands
‫اﺧﺗﯾﺎر اﻟﻣﺳﺗﮭﻠك ﻣن ﻣﺟﻣوﻋﺔ ﻣن اﻟﻣﺎرﻛﺎت‬
• Quality and characteristics less important
‫اﻟﺟودة و ﺧﺻﺎﺋص اﻟﻣﻧﺗﺞ أﺻﺑﺣت اﻗل أھﻣﯾﺔ‬
• Price more important ‫اﻟﺳﻌر اﻛﺛر أھﻣﯾﺔ‬
• Decline in brand loyalty ‫ﺗﻧﺎﻗص اﻟوﻻء ﻟﻠﻣﺎرﻛﺎت‬

1-15
 ‫‪Emphasis on Customer‬‬
‫‪Engagement‬‬
‫اﻟﺗﺄﻛﯾد ﻋﻠﻰ ﻣﺳﺎھﻣﺔ و اﺷﺗراك اﻟﻌﻣﯾل)اﻟزﺑون(‬
‫‪• Marketers seek to engage customers‬‬
‫ﺑﺣث اﻟﺗﺳوﯾﻘﯾﯾن ﻟﻣﺳﺎھﻣﺔ اﻟﻌﻣﯾل‬
‫‪• Contact points important‬‬
‫أھﻣﯾﺔ ﻧﻘﺎط اﻻﺗﺻﺎل‬
‫‪• Digital media now part of IMC‬‬
‫وﺳﺎﺋل اﻻﻋﻼم اﻟرﻗﻣﯾﺔ أﺻﺑﺣت ﺟزء ﻣن أ ت م‬
‫‪• Two-way communication‬‬
‫اﻻﺗﺻﺎل ﺛﻧﺎﺋﻰ اﻻﺗﺟﺎه)اﻟﺣوار اﻟﺗﺑﺎدﻟﻰ(‬
‫‪• Strive to develop emotional commitment‬‬
‫‪1-16‬‬
‫اﻟﻣﺟﺎھدة ﻻﻧﺷﺎء ارﺗﺑﺎط ﻋﺎطﻔﻰ ﻟﻠﻣﻧﺗﺞ‬
 International Implications
‫اﻟﺗﺿﻣﯾﻧﺎت اﻟﻌﺎﻟﻣﯾﺔ‬
• Goal – to coordinate marketing efforts
‫ ﺗﻧﺳﯾﻖ اﻟﺟﮭود اﻟﺗﺳوﯾﻘﯾﺔ‬:‫اﻟﮭدف‬
• Greater challenge due to national and
cultural differences
‫ﺗﺣدﯾﺎت اﻛﺑر ﻧﺗﯾﺟﺔ اﻻﺧﺗﻼف اﻟوطﻧﻰ و اﻟﺛﻘﺎﻓﻲ‬
• Standardization versus Adaptation
‫اﻟﺗوﺣد اﻟﻘﯾﺎﺳﻰ ﻓﻲ ﻣﻘﺎﺑل اﻟﺗﺣور و اﻟﺗﻛﯾف‬
• “Think globally, but act locally”
‫اﻟﺗﻔﻛﯾر ﺑﻌﺎﻟﻣﯾﺔ و اﻟﺗﺻرف ﺑﻣﺣﻠﯾﺔ‬ 1-17
 Activity ‫ﻧﺷﺎط‬
Get access to your Facebook or twitter account
‫ﯾﺗم اﻟدﺧول اﻟﻰ ﺣﺳﺎﺑك ﻋﻠﻰ اﻟﻔﯾﺳﺑوك او اﻟﺗوﯾﺗر‬
Determine how many ads are there
‫ارﺻد ﻋدد اﻹﻋﻼﻧﺎت اﻟﻣوﺟودة‬
Then compare between these ads, then select the best
one and say why
‫ﻗﺎرن ﺑﯾن ھذه اﻹﻋﻼﻧﺎت و اﺧﺗﺎر اﯾﮭم اﻓﺿل ﻣن وﺟﮭﺔ ﻧظرك ﻣﻊ اﻟﺗﺑرﯾر‬

1-18
Session 1

THE ROLE OF IMC IN MARKETING

PROCESS ‫دور أ ت م ﻓﻲ ﻋﻣﻠﯾﺔ اﻟﺗﺳوﯾﻖ‬
Marketing and Promotions Process Model
‫ﻧﻣوذج اﻟﺗﺳوﯾﻖ و اﻟﺗروﯾﺞ‬
Opportunity
Opportunity Identifying Product
Product
Identifying Promotion
Analysis
Analysis Markets Decisions
Decisions
Markets to Final
‫ﺗﺣﻠﯾل اﻟﻔرص‬ ‫ﻣﻌرﻓﺔ اﻷﺳواق‬ ‫ﻗرارات ﺧﺎﺻﺔ‬
Promotional Buyer
‫اﻟﻣﺗﺎﺣﺔ‬ ‫ﺑﺎﻟﻣﻧﺗﺞ‬
Decisions
Competitive Pricing • Advertising
Ultimate
Analysis Decisions • Direct Consumer
Market
Competitive Market Pricing Marketing Promotion ‫اﻟﻧﮭﺎﺋﻰ‬ ‫اﻟﻣﺳﺗﮭﻠك‬
Segmentation Ultimate
Analysis ‫ﺗﺣﻠﯾل‬ Segmentation Decisions • Interactive To Trade
‫ﺗﻘﺳﯾم اﻟﺳوق‬ •Consumer
Consumers
‫ﻣوﻗف اﻟﻣﻧﺎﻓﺳﯾن‬ ‫ﻗرارات ﺧﺎﺻﺔ‬ Marketing
Target ‫ﺑﺎﻟﺗﺳﻌﯾر‬
Distribution • ‫اﻟﻌﺎدى‬ ‫اﻟﻣﺳﺗﮭﻠك‬
Consumers
• Sales
Marketing Decisions Promotion • Businesses
Businesses
Target Selecting a • Publicity and ‫اﻟﻣﺳﺗﮭﻠك اﻟﺻﻧﺎﻋﻰ او‬
Target
SelectingMarket
a Public ‫اﻟﺗﺟﺎرى‬
Marketing Distribution
‫اﻟﺳوق‬
Target‫اﺧﺗﯾﺎر‬
Market Relations
‫اﻟﺳوق اﻟﻣﺳﺗﮭدف‬ Decisions
‫اﻟﻣﺳﺗﮭدف‬ ‫ﻗرارات ﺧﺎﺻﺔ‬ • Personal
‫ﺑﺎﻟﺗوزﯾﻊ‬ Selling

Positioning
Positioning
Through
‫وﺿﻊ اﻟﻣﻧﺗﺞ ﻓﻲ ذھن‬
Marketing
‫اﻟﻌﻣﯾل‬
Strategies
Resellers
 Marketing to a Lifestyle

Merrell sees
market opportunities for
“lifestyle” shoes

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

The Target Marketing Process ‫ﻋﻣﻠﯾﺔ اﺧﺗﯾﺎر اﻟﺳوق‬
‫اﻟﻣﺳﺗﮭدف‬

Identify Markets With Unfulfilled Needs

Identify Markets With Unfulfilled Needs
‫اﻟﺗﻌرف ﻋﻠﻰ اﻷﺳواق ذات اﻻﺣﺗﯾﺎﺟﺎت اﻟﻐﯾر ﻣﺳﺗوﻓﺎة‬

Determining Market Segmentation ‫ﺗﻘﺳﯾم اﻟﺳوق‬

Selecting Market To Target ‫اﺧﺗﯾﺎر اﻟﺳوق اﻟﻣﺳﺗﮭدف‬

Positioning Through Marketing Strategies

‫وﺿﻊ اﻟﻣﻧﺗﺞ ﻓﻲ ذھن اﻟﻌﻣﯾل ﻣن ﺧﻼل اﻻﺳﺗراﺗﯾﺟﯾﺎت اﻟﺗﺳوﯾﻘﯾﺔ‬

Cola is cola? Not really

A Product for Every Segment

The Marketing Segmentation Process ‫ﻋﻣﻠﯾﺔ ﺗﻘﺳﯾم اﻟﺳوق‬

Find Ways To Group Consumers According To Their Needs.

According ‫اﺣﺗﯾﺎﺟﺗﮭم‬
To Their‫ﺣﺳب‬ ‫إﯾﺟﺎد طرق ﻟﺗﺟﻣﯾﻊ اﻟﻣﺳﺗﮭﻠﻛﯾن‬
Needs.

Find
Find Ways
Ways To To Group
Group Marketing
Marketing Actions
Actions -- Usually
Usually the
the Products
Products
Offered - Available To the Organization.
Offered - Available To the Organization. ‫اﻻﻋﻣﺎل‬ ‫ﻟﺗﺟﻣﯾﻊ‬ ‫طرق‬ ‫اﯾﺟﺎد‬
‫وﻋﺎدة ﻣﺎ ﺗﻛون اﻟﻣﻧﺗﺟﺎت اﻟﻣﺗﺎﺣﺔ ﻟﻠﺷرﻛﺔ‬-‫اﻟﺗﺳوﯾﻘﯾﺔ‬

Develop
Develop a a Market/Product
Market/Product Grid
Grid To
To Relate
Relate thethe Market
Market Segments
Segments
To the Firm’s Products and Actions.
To the Firm’s Products and Actions. ‫اﻗﺳﺎم‬ ‫ﻟرﺑط‬ ‫اﻟﻣﻧﺗﺞ‬ /‫اﻟﺳوق‬ ‫ﻋﻣل ﺷﺑﻛﺔ‬
‫اﻟﺳوق ﺑﻣﺳﺗﺣﺿرات اﻟﺷرﻛﺔ‬

Select the Product Segments Toward Which the Firm Directs

Its Marketing Actions. ‫اﺧﺗﯾﺎر اﻟﻣﻧﺗﺟﺎت اﻟﺗﻲ ﻋﻠﯾﮭﺎ ﯾﺗم ﺗوﺟﯾﮫ اﻷﻓﻌﺎل اﻟﺗﺳوﯾﻘﯾﺔ‬

Take Marketing Actions To Reach Target Segments.

‫ﺗﻧﻔﯾذ اﻻﻋﻣﺎل اﻟﺗﺳوﯾﻘﯾﺔ ﺣﺗﻰ ﺗﺻل اﻟﻰ اﻟﺟزء اﻟﻣﺳﺗﮭدف ﻣن اﻟﺳوق‬
Bases for Segmentation ‫اﻟﻘواﻋد اﻟﻣﺳﺗﺧدﻣﺔ ﻓﻲ ﺗﻘﺳﯾم اﻟﺳوق‬

Psychographic Demographic‫اﻟﻌوا‬
Psychographic Demographic
‫اﻟﻌواﻣل اﻟﻧﻔﺳﯾﺔ‬ ‫ﻣل اﻟﺳﻛﺎﻧﯾﺔ‬
Customer
Characteristics
‫ﻣواﺻﻔﺎت اﻟﻌﻣﯾل‬

Socioeconomic‫اﻟﻊ‬
Socioeconomic Geographic
Geographic
‫واﻣل اﻻﻗﺗﺻﺎدﯾﺔ‬ ‫اﻟﻌواﻣل اﻟﺟﻐراﻓﯾﺔ‬

Outlets
Behavior ‫اﻟﺳﻠوك‬ Outlets
‫ﻣﻧﺎﻓذ اﻟﺗوزﯾﻊ‬
Buying
Situation ‫ﺣﺎﻟﺔ او‬
‫وﺿﻊ اﻟﺷراء‬

Usage ‫اﻻﺳﺗﺧدام‬ Benefits ‫اﻟﻔواﺋد‬

 Developing a Positioning Strategy
‫اﺳﺘﺮﺗﺠﯿﺔ وﺿﻊ اﻟﻤﻨﺘﺞ ﻓﻲ ذھﻦ اﻟﻌﻤﯿﻞ‬
What Position Do
What Position Do
We Have Now?
We Have Now?
‫ﻣﺎ ھو اﻟوﺿﻊ اﻟﺣﺎﻟﻲ ﻟﻠﻣﻧﺗﺞ‬
Does Our Creative What Position Do
Strategy What Position Do
We Want To Own?
Match It? ‫ھل‬ We Want To Own?
‫ﻣﺎ ھو اﻟوﺿﻊ اﻟذى ﻧطﻣﺢ اﻟﯾﮫ‬
‫اﻻﺳﺗراﺗﯾﺟﯾﺔ اﻟﻣﺑدﻋﺔ ﻟدﯾﻧﺎ‬
‫ﺗﺗواﻓﻖ ﻣﻌﮫ‬ The
Position
Do ‫اﻟوﺿﻊ‬
Do We
We Have
Have the the From
From Whom
Whom Must
Must
Tenacity
Tenacity To To Stay
Stay We
We Win
Win This
This
With It?
With It? ‫ﻟدﯾﻧﺎ‬ ‫ھل‬ Position? ‫ﻣن اﯾن‬
Position?
‫اﻟﻣﺛﺎﺑرة ﻟﻠﺗﻣﺳك ﺑﮫ‬ ‫ﻧﺣﺻل ﻋﻠﻰ ھذا اﻟوﺿﻊ‬
Do
Do We
We Have
Have the the
Money
Money ToTo DoDo thethe
Job?
Job? ‫اﻟﻣﺎل‬ ‫ﻟدﯾﻧﺎ‬ ‫ھل‬
‫اﻟﻼزم‬
 Positioning Strategies ‫اﺳﺗراﺗﯾﺟﯾﺎت اﻟوﺿﻊ‬

How should By Attributes and Benefits?

By Attributes
‫اﻟﻔواﺋد‬ and Benefits?
‫ﺑﺎﻟﻣواﺻﻔﺎت و‬
we position?
‫ﻛﯾف ﯾﻣﻛﻧﻧﺎ ﻋﻣل‬ By Price or Quality? ‫ﺑﺎﻟﺳﻌر و اﻟﺟودة‬
‫اﻟوﺿﻊ‬
By Use or Application? ‫ﺑﺎﻻﺳﺗﺧدام‬
By Product Class? ‫ﺑﺎﻟﻣﺟﻣوﻋﺔ اﻟﺗﻲ‬
By Product
‫اﻟﻣﻧﺗﺞ‬ ‫ﯾﻧﺗﻣﻰ اﻟﯾﮭﺎ‬Class?

By Product User? ‫ﺑﻣﺳﺗﺧدم اﻟﻣﻧﺗﺞ‬

By Competitor? ‫ﺑﺎﻟﻣﻧﺎﻓس‬

By Cultural Symbols? ‫ﺑﺎﻟرﻣوز اﻟﺛﻘﺎﻓﯾﺔ‬

Cultural Symbols Can Differentiate Brands

‫ﺑروﺷورﺷرﻛﺔ ﺳﯾﺎﺣﯾﺔ‬
Advertising Develops Brand Images

+
 Branding and Packaging Work Closely Together
‫اﻟﺗﺳﻣﯾﺔ)اﻟﻣﺎرﻛﺔ( و اﻟﺗﻐﻠﯾف ﯾﻌﻣﻼن ﺟﻧﺑﺎ اﻟﻰ ﺟﻧب‬

Product Decisions
‫ﻗرارات اﻟﻣﻧﺗﺞ‬

BRANDING PACKAGING
BRANDING
‫اﻟﺗﺳﻣﯾﺔ او اﻟﻣﺎرﻛﺔ‬ ‫اﻟﺗﻐﻠﯾف‬

Brand name Advertising Packaging It’s often

commun- creates and has become customers’
icates maintains first exposure
attributes and brand equity increasingly to product
meaning ‫اﻹﻋﻼن ﯾﺧﻠﻖ‬ important
‫زادت أھﻣﯾﺔ‬ ‫اﻟﺗﻐﻠﯾف ھو‬
‫اﻻﺳم اﻟﺗﺟﺎرى‬ ‫وﯾﺣﺎﻓظ ﻋﻠﻰ ﻗﯾﻣﺔ‬
‫ﯾرﺳل اﻟﺻﻔﺎت و‬ ‫اﻟﻣﻧﺗﺞ‬ ‫اﻟﺗﻐﻠﯾف‬ ‫اول ﻣﺎﯾراه‬
‫اﻟﻣﻌﺎﻧﻰ‬ ‫اﻟﻌﻣﯾل ﻣن‬
‫اﻟﻣﻧﺗﺞ‬
 A Package Is More than a Container

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

Pricing Must Be Coordinated with Other Factors
‫ﯾﺟب ﺗﻧﺳﯾﻖ اﻟﺳﻌر ﻣﻊ اﻟﻌواﻣل اﻻﺧرى‬
Pricing Price Must Be Consistent With
Price Must Be
Perceptions of Consistent
the ProductWith
‫ﻻﺑد ان ﯾﺗﻔﻖ اﻟﺳﻌر‬
Considerations Perceptions of the‫ﻣﻊ‬Product
‫اﻻدراك اﻟﺣﺳﻰ ﻟﻠﻣﻧﺗﺞ‬
‫اﻋﺗﺑﺎرات اﻟﺳﻌر‬
Higher Prices Communicate Higher
Product Quality ‫ارﺗﻔﺎع اﻟﺳﻌر ﯾﻌﻧﻰ ﺟودة ﻓﺎﺋﻘﺔ‬
Lower Prices Reflect Bargain or “Value”
Lower Prices‫اﻟﻘﯾﻣﺔ‬
Perceptions Reflect Bargain
‫اﻟﻔﺻﺎل او‬ or “Value”
‫اﻟﻣﻧﺧﻔض ﯾﻌﻛس‬ ‫اﻟﺳﻌر‬
Perceptions
‫ﻟﻠﻣﻧﺗﺞ‬ ‫اﻟﻣﻧﺧﻔﺿﺔ‬

Price, Advertising and Distribution must

Price, Advertising and Distribution be
be Unified In Identifying the Product
Unified In
Position ‫ﯾﺟب ﺗوﺣﯾد اﻟﺳﻌر و اﻹﻋﻼن و اﻟﺗوزﯾﻊ ﻓﻲ‬
Identifying the Product Position
‫ﻣﻌرﻓﺔ و ﺿﻊ اﻟﻣﻧﺗﺞ‬
Comment on this ad
 Distribution is a Vital Link in the Chain
‫اﻟﺗوزﯾﻊ ﺣﻠﻘﺔ ﻣﮭﻣﺔ ﻓﻲ اﻟﻣزﯾﺞ اﻟﺗﺳوﯾﻘﻰ‬

Selecting
Selecting
‫اﻻﺧﺗﯾﺎر‬
Distribution
Channel Managing
Decisions Managing
‫ﻗرارات ﻗﻧوات‬ ‫اﻻدارة‬
‫اﻟﺗوزﯾﻊ‬
Motivating
‫اﻟﺗﺣﻔﯾز‬
 The “Middleman” Can Play a Key Role
‫اﻟوﺳطﺎء ﻣن اﻟﻣﻣﻛن ان ﯾﻠﻌﺑوا دورا ﺣﯾوﯾﺎ‬

Brokers ‫اﻟﺳﻣﺎﺳرة‬

Independent Distributors ‫اﻟﻣوزﻋون‬

Channel
Intermediaries
Wholesalers
‫وﺳطﺎء اﻟﺗوزﯾﻊ اﻟﻣﺳﺗﻘﻠﯾن‬ Wholesalers
‫ﺗﺟﺎر اﻟﺟﻣﻠﺔ‬

Retailers
‫ﺗﺟﺎر اﻟﺗﺟزﺋﺔ‬
 Push Versus Pull
‫ اﻟدﻓﻊ ﻣﻘﺎﺑل اﻟﺳﺣب‬:‫اﺳﺗراﺗﯾﺟﯾﺔ اﻟﺗروﯾﺞ‬

Push Policy Pull Policy

Producer ‫اﻟﻣﻧﺗﺞ‬ Producer

Wholesaler ‫ اﻟﺟﻣﻠﺔ‬.‫ت‬ Wholesaler

Retailer ‫ اﻟﺗﺟزﺋﺔ‬.‫ت‬ Retailer

Consumer ‫اﻟﻣﺳﺗﮭﻠك‬ Consumer

Information Flow
‫ﺗﯾﺎر اﻟﻣﻌﻠوﻣﺎت‬
 ‫اﺳﺗراﺗﯾﺟﯾﺔ اﻟدﻓﻊ‬
‫ﯾﻘوم اﻟﻣﻧﺗﺞ ﺑﺎﻟﺗروﯾﺞ ﻟﺗﺎﺟر اﻟﺟﻣﻠﺔ ‪ ،‬ﻓﯾطﻠب ﺗﺎﺟر اﻟﺟﻣﻠﺔ اﻟﺑﺿﺎﻋﺔ ﻣن اﻟﻣﻧﺗﺞ ‪،‬‬
‫وﯾﺳﺗﻠﻣﮭﺎ ﻣﻧﮫ ﺛم ﯾﻘوم ﺗﺎﺟر اﻟﺟﻣﻠﺔ ﺑﺎﻟﺗروﯾﺞ ﻟﺗﺎﺟر اﻟﺗﺟزﺋﺔ‪ ،‬ﻓﯾطﻠب ﺗﺎﺟر اﻟﺗﺟزﺋﺔ‬
‫وﯾﺳﺗﻠﻣﮭﺎ ﻣﻧﮫ ﺛم ﯾﻘوم ﺗﺎﺟر اﻟﺗﺟزﺋﺔ ﺑﺎﻟﺗروﯾﺞ‬ ‫اﻟﺑﺿﺎﻋﺔ ﻣن ﺗﺎﺟر اﻟﺟﻣﻠﺔ‪،‬‬
‫ﻟﻠﻣﺳﺗﮭﻠك‪ ،‬ﻓﯾطﻠب اﻟﻣﺳﺗﮭﻠك اﻟﺑﺿﺎﻋﺔ ﻣن ﺗﺎﺟر اﻟﺗﺟزﺋﺔ‪ ،‬وﯾﺳﺗﻠﻣﮭﺎ ﻣﻧﮫ‬
 ‫اﺳﺗراﺗﯾﺟﯾﺔ اﻟﺳﺣب‬
‫ﯾﻘوم اﻟﻣﻧﺗﺞ ﺑﺎﻟﺗروﯾﺞ ﻟﻠﻣﺳﺗﮭﻠك ﻣﺑﺎﺷرة ‪ ،‬ﻓﯾطﻠب اﻟﻣﺳﺗﮭﻠك اﻟﺑﺿﺎﻋﺔ ﻣن ﺗﺎﺟر‬
‫اﻟﺗﺟزﺋﺔ ‪ ،‬ﺛم ﯾطﻠب ﺗﺎﺟر اﻟﺗﺟزﺋﺔ اﻟﺑﺿﺎﻋﺔ ﻣن ﺗﺎﺟر اﻟﺟﻣﻠﺔ‪ ،‬ﺛم ﯾﻘوم ﺗﺎﺟر اﻟﺟﻣﻠﺔ‬
‫ﺑطﻠب اﻟﺑﺿﺎﻋﺔ ﻣن اﻟﻣﻧﺗﺞ‪ ،‬وﯾﺳﺗﻠﻣﮭﺎ ﻣﻧﮫ ﯾﻘوم ﺗﺎﺟر اﻟﺗﺟزﺋﺔ ﺑﺎﺳﺗﻼم اﻟﺑﺿﺎﻋﺔ ﻣن‬
‫ﺗﺎﺟر اﻟﺟﻣﻠﺔ‪ ،‬ﻓﯾﺳﻠﻣﮭﺎ ﺑدوره ﻟﻠﻣﺳﺗﮭﻠك‬
‫ﻣﻘﺎرﻧﺔ ﺑﯾن اﺳﺗراﺗﯾﺟﯾﺗﻲ اﻟدﻓﻊ واﻟﺳﺣب‬
Promotion to Push Goods Through Channels
‫وﺳﺎﺋل اﻟﺗروﯾﺞ ﻓﻲ اﺳﺗراﺗﯾﺟﯾﺔ اﻟدﻓﻊ‬
Point of Sale Displays, Racks, Stands
Point of ‫و‬Sale
‫اﻻﺳﺗﺎﻧدات‬ ‫اﻟرﻓف‬Displays, Racks, Stands
‫ﻋروض اﻟﺑﯾﻊ ﻋﻠﻰ‬
PUSH Trade Deals, Special Displays
Trade Deals, Special Displays
‫اﺗﻔﺎﻗﺎت اﻟﺗﺟﺎرة و اﻟﻌروض اﻟﺧﺎﺻﺔ‬
Dealer
Dealer Premiums,
Premiums, Prizes,
Prizes, Gifts
Gifts
‫ﺟواﺋز و ھداﯾﺎ ﻟﻠدﯾﻠر‬
Cooperative Advertising Deals
Cooperative Advertising Deals
‫اﺗﻔﺎﻗﯾﺎت اﻟدﻋﺎﯾﺔ اﻟﻣﺷﺗرﻛﺔ‬
Advertising Materials, Mats, Inserts
Advertising Materials, Mats, Inserts
‫اﻟﻣواد اﻟدﻋﺎﺋﯾﺔ‬

“Spiffs" ‫ﺟواﺋز ﻣﺎﻟﯾﺔ ﺧﺎﺻﺔ‬

Push Money or “Spiffs«

Collaterals, Catalogs, Manuals

Collaterals, Catalogs, Manuals
‫اﻟﻛﺗﯾﺑﺎت و اﻟﻛﺗﺎﻟوﺟﺎت‬
Company Conventions, Meetings
‫ﺣﻔﻼت و اﺟﺗﻣﺎﻋﺎت اﻟﺷرﻛﺔ‬
Promotion to Pull Goods Through Channels
‫وﺳﺎﺋل اﻟﺗروﯾﺞ ﻓﻲ اﺳﺗراﺗﯾﺟﯾﺔ اﻟﺳﺣب‬
Sampling, free trial ‫ﺗﺟرﺑﺔ ﻣﺟﺎﻧﯾﺔ‬-‫ﻋﯾﻧﺎت‬
PULL
Cents-off promotions ‫ﺧﺻم طﻔﯾف‬

Cents-off coupons ‫ﻛوﺑوﻧﺎت اﻟﺧﺻم‬

Combination offers ‫ﻋروض ﻣﺟﻣﻌﺔ‬

Premiums or gifts ‫ﺟواﺋز و ھداﯾﺎ‬

Contests, sweepstakes ‫ﻣﺳﺎﺑﻘﺎت و ﺳﺣوﺑﺎت‬

Point-of-purchase ‫ﻧﻘﺎط اﻟﺷراء‬

Trading stamps ‫اﻟﻌرﺑون اﻟﺗﺟﺎرى‬

Thank you for your attention!

Any Questions?