INTEGRATED MARKETING COMMUNICATIONS

THE ROLE OF IMC IN THE MARKETING PROCESS

ASSIGNMENT 2
Submitted by:
HARSHITH GOWDA G
PGDM No. 17012

Submitted to:
Dr.H. Gayathri
SDMIMD, Mysuru

Submitted on:7th April 2019

SDM Institute for Management Development

Mysuru, Karnataka, India
 THE ROLE OF IMC IN THE MARKETING PROCESS
Marketing Strategy and Analysis
If any of the organization wants to change its product and services or exchange its services, it
should have a successful marketplace for Strategic Marketing Plan. A strategic marketing
plan usually evolves from an organization’s overall corporate strategy and serves as a guide
for specific marketing programs and policies.

Opportunity Analysis
A company usually identifies market opportunities by noting demand trends and competition
in various market segments. It also depends on if the customer is unsatisfied with the product
and services it may also become Opportunity to the competitors.

Competitive Analysis
It’s a type of analysis where marketing strategies and plans for the products and services of
the competitor we analyse the competition to be faced in the marketplace. something special
a firm does or has that gives it an edge over competitors. And it includes providing superior
customer service, having the lowest production costs and lower prices, or dominating
channels of distribution.

Target Market Selection

The selection of the target market in which the firm will compete is an important part of its
marketing strategy and has direct implications for its advertising and promotional efforts. The
company may select one, or more, as a target market. This target market becomes the focus
of the firm’s marketing effort, and goals and objectives are set according to where the
company wants to be in this market.

The Target Marketing Process

The process target marketing it involves in four steps: -
 Identifying markets with unfulfilled needs
 Segmenting the market,
 Targeting specific segments
 Positioning through Marketing Strategies

Identifying Markets
Marketers competing in nearly all product and service categories are constantly searching for
ways to segment their markets to better satisfy customers’ needs the increasing emphasis
being placed on marketing to ethnic groups. Where the consumer a unfulfilled there we have
to Identify the Market and we have to develop.

Market Segmentation
The segmentation process involves five steps: -
 Finding ways to group consumers according to their needs.
 Finding ways to group the marketing actions—usually the products offered available
to the organization.
  Developing a market-product grid to relate the market segments to the firm’s products
or actions.
 Selecting the target segments toward which the firm directs its marketing actions.
 Taking marketing actions to reach target segments.

Types of Segmentation
 Geographic Segmentation
Markets are divided into different geographic units. These units may include nations,
states, counties, or even neighbourhoods. Consumers often have different buying
habits depending on where the reside.
 Demographic Segmentation
Dividing the market based on demographic variables such as age, sex, Family size,
education, income, and social class is called Demographic segmentation.
 Psychographic Segmentation
Is a type market which is divide based on personality and the lifestyle of the
consumers Many consider lifestyle the most effective criterion for segmentation.
The determination of lifestyles is usually based on an analysis of the activities,
interests, and opinions of consumers. These lifestyles are then correlated with the
consumers ‘product, brand, and/or media usage.
 Behaviouristic Segmentation
Dividing consumers into groups according to their usage, loyalties, or buying
responses to a product is Behaviouristic segmentation.
 Benefit Segmentation
The grouping of consumers based on attributes sought in a product is known as
Benefit segmentation. In purchasing products, consumers are generally trying to
satisfy specific needs and/or wants. They are looking for products that provide
specific benefits to satisfy these needs of the customer.

Selecting the Target Market

1. Undifferentiated Marketing: -
This is a different type of market where it involves and ignoring segment differences
and offer a only one product or service to the customer to the whole market if the
customer dislike also the company won’t change the Market.
2. Differentiated Marketing: -
In this market we can observe that there is a different strategy to to different product
and services and different strategy to market segments. They give more important to
customer. concentrated marketing is used when the firm selects one segment and
attempts to capture a large share of this market.

Market Positioning
Positioning has been defined as the art and science of fitting the product or service to
one or more segments of the broad market in such a way as to set it meaningfully apart
from competition. The position of the product or brand is the key factor in communicating the
benefits it offers and differentiating it from the competition. Let us now turn to strategies
marketers use to position a product.

Developing a Positioning Strategy

  Positioning by Product Attributes and Benefits
This type of product is positioned by the competitive advantage of the product
For Ex: - If the soap have good smell another than its competitors so it’s a benefits to
that product this is called Positioning by Product Attributes.
 Positioning by Price or Quality
This type of product is positioned by the competitive advantage of the product if the
product is good if it is getting for less price than it’s a Product Attributes of the
Product.
 Positioning by Use or Application
This is a Another way to communicate a specific image or position for a brand is to
associate it with a specific use or application.
 Positioning by Product Class
In this competition for a product comes from outside the product class.
For Ex: - Premium Customer uses aeroplane has their Transport but if we see in
middle class family they go by Train and Buses.
 Positioning by Cultural Symbol
In this type the Product may uses the Symbol.
For Ex:- For Hindu OM symbol we respect so that symbol put on the product the
company believe that more customer take the products.
 Repositioning
Repositioning a product usually occurs because of declining or stagnant sales or
because of anticipated opportunities in other market positions. Repositioning is often
difficult to accomplish because of entrenched perceptions about and attitudes toward
the product or brand.

Developing the Marketing Planning Program

The development of the marketing strategy and selection of a target market tell the marketing
department which customers to focus on and what needs to attempt to satisfy. The next stage
of the marketing process involves combining the various elements of the marketing mix into
a effective marketing program.

Product Decisions
A product is not just a physical object. it is a bundle of benefits or values that satisfies the
needs of consumers. They may include social and psychological benefits. The term Product
Decision refers to what a product or brand means to consumers and what they experience in
purchasing and using it.

Branding
The product is important from a promotional perspective because brand names communicate
attributes and meaning for the consumers. which can be thought of as an intangible asset of
added value or goodwill that results from the favourable image, impressions of
differentiation, and/or the strength of consumer attachment to a company name, brand name,
or trademark.

Packaging
It have created new opportunities for the mouthwash. Design factors such as size, shape,
colour, and lettering all contribute to the appeal of a package this is how they communicate
message to that customer by its Packing.
Developing Promotional Strategy

Promotional Push Strategy

The goal of this strategy is to push the product through the channels of distribution by
aggressively selling and promoting the item to the resellers, or trade.

Promotional Pull Strategy

It is a spending money on advertising and sales promotion efforts directed toward the
ultimate consumer. The goal of a pull strategy is to create demand among consumers and
encourage them to request the product from the retailer.