c t ure #4

Le

Marketing Process and IMC

Dr. Pawan Kumar

 Lecture outcome
Students will be able to
• Understand the marketing process and the
role of marketing process in creating effective
integrated marketing campaign
• Apply the various decision areas under each
element of the marketing mix and how they
influence and interact with IMC strategy.
 Test your knowledge
_________ refers to the nature of the relationship that customers have
with the brand and the extent to which customers feel that they are “in
synch” with the brand.

A. Brand performance

B. Brand resonance

C. Brand imagery

D. Brand identity
 Test Your Current Knowledge
Mr. Rajan only drinks Coca cola and he feels an emotional attachment to
it. That is the brand he continues to drink every day because Mateo just
loves it. He is exhibiting:

A. heart loyalty

B. head loyalty

C. hand loyalty
What is the role of IMC in Sports Marketing and
the potential challenges you may come across
while we are communicating with your
consumers?

Dr. Pawan Kumar

 Objectives of Communication
• Create Awareness
• Disseminate information
• Change Attitude and change behaviour
• Increasing brand awareness
 https://www.youtube.com/watch?v=Rrot59uyM1s&list=PLGhn_uYiaIc8injQ6
hgMPXHwmXc3l66Hx&index=4

DISCUSSION QUESTIONS

IDENTIFY AND LIST THE RANGE OF COMMUNICATION TOOLS SHOWN IN

THE VIDEO
DISCUSS WHICH OF THE TOOLS WOULD BE THE MOST IMPORTANT IN
THE OVERALL CAMPAIGN
DISCUSS HOW THEY THINK THE CAMPAIGN ELEMENTS AND TOOLS
WORKS TOGETHER.
 Geico Marketing Success

Strong brand image and strong IMC programs

Marketing & Promotions Process Model
Marketing Strategy and Analysis

Strategic Marketing
Strategic Marketing Plan
Plan

Target
Target
Opportunity
Opportunity Competitive
Competitive Market
Market
Analysis
Analysis Analysis
Analysis Selection
Selection
 The Target Marketing Process

Identify markets with unfulfilled needs

Determine market segmentation
Select a market to target
Position through marketing strategies
 Target Market Identification

IsolateConsumers
Isolate ConsumersWith
WithSimilar…
Similar…

Lifestyles
Lifestyles Socialclass
Social class

Geographic
Geographic
Economicstatus
Economic status Age
Age
location
location

Maritalstatus
Marital status Needs
Needs
 Market Segmentation

• Dividing a market into distinct groups

– With common needs
– Who respond similarly to a marketing situation
 Bases for Market Segmentation
Demographic Geographic Socioeconomic

Gender Region Income

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

Big Red targets a specific geographic region

Demographic Segmentation Ad
Benefit Segmentation Ad
 PRIZM Social Groups
HIGH

LOW
 Test Your Knowledge
All of the following are considered market
coverage alternatives except:
A) Undifferentiated
B) Differentiated
C) Concentrate yd
D) Dispersed
 Selecting a Target Market

Determine how many

1 segments to enter

Determine which segments

2 have the greatest potential
 Segments

Undifferentiated Concentrated

Differentiated
 Market Positioning

Fitting the product or service to one or more segments

of the broad market in such a
way as to set it apart from competition
Positioning Strategies
Attributes
Attributes and
and Benefits
Benefits
Price/Quality
Price/Quality
Use/Application
Use/Application
Product
Product Class
Class
Product
Product Users
Users
Competitors
Competitors
Cultural
Cultural Symbols
Symbols
Positioning by Cultural Symbol
The Marketing Planning Program

Product Distribution
Decisions Channels

Promotional Price
Strategy Decisions
 Branding Goals

Develop & Build &

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

Brand Identity
vs.
Brand Equity
Branding and Packaging Decisions

BRANDING
BRANDING PACKAGING
PACKAGING

Brand
Brand Advertising
Advertising Has
Has become
become Often
Often the
the
name
name creates
creates increasingly
increasingly customers’
customers’
commun-
commun- and
and important
important first
first
icates
icates maintains
maintains exposure
exposure
attributes
attributes brand
brand to
to product
product
and
and equity
equity
meaning
meaning
Packaging Creates Image
 Pricing Decisions

Factors What
What consumers
consumers
Factors the
the firm
firm give
must
must consider
consider give up
up to
to buy
buy aa
product
product or
or service
service

Costs
Costs Time
Time

Demand
Demand Mental
Mental activity
activity
Competition
Competition Behavioral
Behavioral effort
effort

Perceived
Perceived value
value
Relating Price to Ads and Promotions

Price must be consistent with

perceptions of the product
Higher prices communicate
higher product quality
Lower prices reflect bargain
or “value” perceptions
Price, advertising, and distribution must
be unified in identifying product position
 Market Channels

Sets of interdependent organizations

involved in the process of making a
product or service available for use
 Channels and Image
• Channels can impact communication
objectives
– Image
– Store displays
– Point-of-purchase merchandising
– Shelf footage
 Types of Channels
• Direct
– Driven by direct-response ads, telemarketing, the
Internet
– Often used when selling expensive and complex
products
• Indirect
– Network of wholesalers and/or retailers
Push vs. Pull Strategies
 IMC 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
 Test Your Knowledge
An ad in a publication aimed at veterinarians explains why
they should recommend Eukanuba cat food to the owners of
the cats they treat.
This is an example of:
A) Consumer advertising
B) A promotional pull strategy
C) A harvesting strategy
D) A consumer promotion
E) A promotional push strategy