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Mid- term
assignment
presentation.
Date: 8/9/2020
z Integrated marketing
communication(IMC)

 IMC is a process for planning, executing and

monitoring the brand message that creat customer
relationship.
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Promotional mix

 Advertising.

 Sales promotion.

 Public-relations.

 Direct marketing.

 Personal selling.
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Targeting and positioning

 Targeting: The selectionof a segment and developing

marketing strategy that focus on meeting the needs
of that particular segment of market.

 Positioning: It is the act of designing the company’s

offering and images to make a distinctive place in the
mind of the target market or consumer.
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Marketing and promotion process model
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Importance of IMC

 Rapid growth of database marketing.

 Changes in agency compensations.

 Rapid growth of internet.

 Increasing importance of branding.

 Shift in the power of manufacturer to retailers.

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Reasons for agencies losing client

 Poor performance or service.

 Poor communication.

 Unrealistic demand by the clients.

 Personality conflict.

 Personnel changes.
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Different ways of marketer positioning
his or her products
 Know about the target audience.

 Tell them about the product.

 Value proposition.

 Unique selling proposition.

 Segment market.

 Showcase the experience.

 Focuse on competitive advantage.

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Retail and primary advertising.

 Retail advertising: Retail advertising is distinct from and can be

contrasted with national brand advertising based on its appeal.

 Primary advertising: Advertising that emphasized the basic

attributes of a product category and not that of any particular
brand or producer.
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Factors consider in setting a product price

 Competitors price.

 Product cost.

 The state of the market for the product.

 The state of the economy.

 Other elements of marketing mix.

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 Benefit based segmentation: It is deviding a market based on the

perceived value, benefit, advantage consumers perceive that they
receive from a product.

 Usage based segmentation: This segmentation divides customers into

group based on their actual of energy use, helping provider and utilities.
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Sales promotion agencies activities

1. Promotional planning.

2. Creative work and research.

3. Tie in coordination.

4. Catalogue products.

5. Premium design and manufacturing.

6. Contest management.
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 Thank you