Marketing Process

& IMC
 What is Marketing?

 Marketing is an organizational function and a set

of processes for creating, communicating and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization.
 Value, Relationship Marketing, Mass Customization,
Customer relationship management (CRM)
 Company Orientations
towards Marketing

 Philosophy guides Production Orientation

marketing efforts
Product Orientation
 Relative weights given

to the interests of the

Selling Orientation
organization, the

customer, and society Marketing Orientation

Marketing Communication

Marketing communications are the means by

which firms attempt to inform, persuade,
incite, and remind consumers – directly or
indirectly - about the brands they sell.

(Keller)
 Marketing Process and IMC

Opportunity Identifying Product Promotion

analysis markets decisions Promotional to final
decisions
Promotional buyer
decisions
• Advertising
Competitive Pricing •• Advertising
Direct
analysis decisions marketing
• Direct
Market • marketing
Interactive
segmentation marketing Ultimate
• Interactive consumer
• marketing
Sales
Target Channel-of- promotion • Consumers
• Sales
marketing distribution
• promotion
Publicity • Businesses
decisions
and public
• Publicity
Selecting a relations
and public Promotion
target market • relations
Personal to trade
selling
• Personal
• selling
Internet/Int
eractive

Positioning
through
marketing
strategies
Segments

 Raw form hair oils

 Value added hair oils
 Light Hair Oil
 Amla Hair Oil
 Cooling Hair Oil
 Anti Hair Fall Oil
 Value added Coconut Hair Oil
 Others
 Segmentation & IMC

Psychographic Demographic

Customer
Characteristics

Socioeconomic Geographic

Behavior Outlets

Buying
Usage Situation

Awareness Benefits
 The Marketing Plan

1. A detailed situation analysis

2. Specific marketing objectives

3. A marketing strategy and program

4. A program for implementing the strategy

5. A process for monitoring and evaluating performance

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Integrated Marketing Communications Planning Model

Review of marketing plan

Promotional program situation analysis
Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Sales PR/ Personal Direct Internet/

Advertising
promotion publicity selling marketing interactive

Advertising Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
objectives objectives objectives objectives objectives objectives

Message Sales PR/ Personal Direct Internet/

promotion publicity selling marketing interactive
strategy strategy strategy strategy strategy strategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Positioning & IMC

 Brand Positioning & Strategic (Market) Positioning

 Brand Positioning Strategies
 Attributes
 Concrete
 Abstract
 Benefits
 Direct (Functional)
 Indirect (Experiential/Symbolic)
 Surrogate
 User type

 Which one is best?

 Positioning & IMC cont…

 intended, actual and perceived positioning

 Advertising serves as a means of transport of

positioning

 any advertisement typically consists of a

 creative/artwork part

 positioning part (containing brand information)

 Marketing Channel & IMC
 The “Middleman” Can Play a Key Role
 Promotion & information flow

Push Strategy Pull Strategy

Producer Producer

Wholesaler Wholesaler

Retailer Retailer

Consumer Consumer
Contemporary Perspective -
IMC
 All touch points

 Multiple relevant audiences

 Recognized as a business process

 Demand for accountability and Measurement of

outcomes
 Contemporary Perspective -
IMC
 Campaigns using Augmented Reality
 Reality is augmented by enhancing what we see, hear, feel and
smell.
 Adversioning
 carrying targeted ads on the same TV channel in different regions
at the same time. Like internet
 Amagi and Vubites
 Interactive and Immersive ad campaigns
 Consumer Control: social media, blogs, digital TV recorder
 Branded content
 Coke Studio; Pepsi MTV Indies
 Crowdsourcing
 online distribution of certain tasks to groups of experts, enthusiasts,
or consumers.
 How IMC is changing?
From Toward
Media advertising Multiple forms of communication

Mass media Specialized media

Manufacturer dominance Retailer dominance

General focus Data-based marketing

Low agency accountability Greater agency accountability

Traditional compensation Performance-based compensation

Limited Internet availability Widespread Internet availability

 Role of IMC?

 Voice of a brand
 To inform, persuade, incite, and remind consumers
 Acquire, retain & grow customers
 Can provide detailed product information or ignore the product
all together to address other issues
 Consumers can be told or shown how and why a product is used,
by what kind of person, and where and when
 learn about who makes the product and what the company and
brand stand for; and be given an incentive or reward for trial or
usage
 can associate a brand with a specific person, place, experience,
or thing.
Questions?