IMC Tools The Role of IMC in the Marketing Process

https://www.youtube.com/watch?v=okVSRuFfgRw

Marketing & Promotions Process Model

"In order to be irreplaceable, one must always be different."

—Coco Chanel
Marketing Strategy and Analysis The Target Marketing Process

Strategic Marketing Plan Identify markets with unfulfilled needs

Determine market segmentation
Target Select a market to target
Opportunity Competitive
Market
Analysis Analysis Position through marketing strategies
Selection

Target Market Identification Market Segmentation

• Dividing a market into distinct groups

Isolate Consumers With Similar…
• With common needs
• Who respond similarly to a marketing
Lifestyles Social class
situation
Geographic
Economic status Age
location

Marital status Needs

Bases for Market Segmentation Market Segmentation - Chocolate

Demographic Geographic Socioeconomic

Gender Region Income
Age City size Education
Race Metropolitan area Occupation
Life stage Density
Birth era
Household size Psychographic
Residence tenure Personality
Marital status Values/Lifestyle

https://www.youtube.com/watch?v=1LLKXt4Y4Uo

Geographic Segmentation Demographic Segmentation

Benefit Segmentation Segmentation?

Segmentation? Selecting a Target Market

Determine how many

1 segments to enter

Determine which segments

2 have the greatest potential
 Segments Segments

•Undifferentiated marketing… ignores segment differences and

offers just one product or service to the entire market.
•Differentiated marketing… involves marketing in a number of
Undifferentiated Concentrated segments, but developing separate marketing strategies for each.
•Concentrated marketing… involves selecting and trying to capture a
large share of a single segment.
Differentiated

Market Positioning Positioning Strategies

Attributes and Benefits

Fitting the product or service to
one or more segments of the Price/Quality
broad market in such a way as to
set it apart from competition Use/Application
Product Class
Product Users
Competitors
Cultural Symbols
Attribute/Benefits Price/Quality

Use/Application Product Class

 Product Users Competitors

• BMW AUDI Ad war?

Positioning by Cultural Symbol The Marketing Planning Program

Product Distribution
Decisions Channels

Promotional Price
Strategy Decisions

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 Branding Goals Branding

Develop & Build & Brand Identity

Build & enhance foster vs.
maintain attitudes relationships
Brand Equity
brand toward the between the
awareness company, consumer
and interest product, or and the
service brand

Exercise Branding and Packaging Decisions

• Name, logo, symbols, design, packaging, and image

BRANDING PACKAGING

Brand Advertising Has become Often the

name creates increasingly customers’
commun- and important first
icates maintains exposure
attributes brand to product
and equity
meaning
 Packaging/design Creates Image Pricing Decisions

Factors the firm What consumers

must consider give up to buy a
product or service

Costs Time

Demand Mental activity

Competition Behavioral effort

Perceived value

Relating Price to Ads and Promotions Market Channels

Price must be consistent with

perceptions of the product
Higher prices communicate
higher product quality Sets of interdependent
Lower prices reflect bargain organizations involved in the
or “value” perceptions process of making a product
Price, advertising, and distribution must or service available for use
be unified in identifying product position

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 Channels and Image Showroom

• Channels can impact communication objectives

• Image
• Store displays
• Point-of-purchase merchandising
• Shelf space