Unit 6 : Promotion Strategy, Sales

Promotion & Marketing Planning

UNIT - 6
Integrated Marketing Communication (IMC)
• As defined by American Association of Advertising
Agencies, Integrated Marketing Communications is
a concept of marketing communications planning
that recognizes the added value of a comprehensive
plan. Such a plan evaluates the strategic roles of a
variety of communication disciplines.
• Ex: General Advertising, direct response, sales
promotion and public relations
Main objectives of communication
 Marketing Plan
• Marketing Plan : Is a comprehensive document or
blueprint that outlines a business advertising &
marketing efforts for the coming year.
• It describes business activities involved in
accomplishing specific marketing objectives
within a set time frame
• It might be part of an overall business plan
• Solid marketing strategy is the foundation of a
well-written marketing plan.
 Marketing Plan (contd)
• It is useful to many people. It can help to
Benefits :
1. Identify sources of competitive advantage
2. Gain commitment to strategy
3. Get resources needed to invest in and build the
business
4. Inform stakeholders in the business
5. To Set objectives and strategies
6. Measure performance
Steps in Developing a Marketing Plan (Imp)*
1. Introduction
a) Marketing Objectives- short & long term, communication efforts
2. Market Analysis
a) Products and services overview- Target Audience/Products or Services
b) Marketing Research – “ How to get Customers”
c) Positioning Research
d) Competition Analysis
3. Promotion & Advertising
a) Sales campaign planning- Online Marketing , Direct Marketing, Sales
promotion, Media Advertising
b) Design & Copy Writing
c) Marketing Test- Prior to launch of mktg campaigns – promotional
material to be tested
 The Marketing Planning Process-
(Imp)*
Various steps in Planning process are as follows:

1. Awareness of opportunities and problems

2. Collecting & Analyzing Information
3. Establishment of clear-cut objectives
4. Determining planning premises & constraints
5. Finding out the alternative courses of action
6. Evaluation of alternatives and selection
7. Determining secondary plans
8. Providing for follow-up and future evaluation
Creative?

Is this a successful ad
campaign?
 Marketing Audit
“It is a systematic review and appraisal of the
basic objectives and policies of marketing
function and of the marketing methods,
procedures and personal employed to
implement those policies and to achieve those
goals”
It is one of the important tools to assess the
effectiveness of different marketing mix
elements
 Marketing Audit (contd)
Features :

1. Comprehensive – Horizontal; vertical audit

2. Systematic
3. Independent: 6 ways: self; across; above; company
auditing office; company task force audit; outsider audit

4. Periodic
 Benefits of Marketing Audit
• Brings out complete picture of entire
operation.
• Helps to refine business practices
• Ensures organizations does right things
• Helps in effective business planning
• Provides interim report card
• Leads to strategic marketing change
 Steps In Strategic Planning
Process

Strategic Planning is an organizational management

activity that is used to set priorities, focus energy and
resources, strengthen operations, ensure that employees
and other stake holders are working toward common
goals, establish agreement around intended
outcomes/results and assess and adjust the organization’s
direction in response to a changing operation.

In 1970’s – Strategic Planning Model - Top Down Approach

 Steps In Strategic Planning
Process

1. Company Vision and Mission

Future Roadmap & Mission to determine company
objectives, products, business, employees etc.
Mission- reason of existence
Financial & Strategic Objectives
2. Internal Audit
To identify the internal strengths & weakness of the
company.
3. External Audit
External Environment – (PEST)
 Steps In Strategic Planning
Process
4.Strategy Formulation
Road map to achieve goals and objectives of the company
Internal & External Audit will lead to – developing strategies by looking at
their SWOT
Develop core competencies
5. Strategy Implementation
Strategy- Effective- More Detailed- Functional policies – to highlight
practical issues that might not have been visible at higher level
6. Strategy Control & Evaluation
Once implemented- Measured & Evaluated- Changes made to keep the
plan on track. Control systems to monitor, standards of perfomance are
set , the actual performance measured and appropriate action taken to
ensure success.
 Promotion Strategy
Communication:
Communication objectives
1. Strong business relationship &Enhanced
professional image
2. Clearer promotional materials
3. To improve Discipline
4. Motivation in workers
5. Raising Morale
6. Education & Training (future managers,
employees,public)
Steps in developing Effective communication

Message

●
Encoder ●
Target audience
●
Sponsor
●
Advertiser
●
location
●
Content
●
Words, pictures

Source Receiver
Noise
Noise

Feedback
 AIDA Model
Need
Attention Recognition

Info
Interest Search

Evaluate
Desire Alternative

Purchase
Action Decision

Post-
Purchase
stage
 Marketing Communication
• MC is also called as promotion. Important
element of marketing mix.
• According to Philip Kotler “ Promotion
compasses all the tools in the marketing mix
whose major role is persuasive
communication”
• Marketing communications include every
activity which inspires people to buy the
goods /services of the company
Integrated marketing communications
• IMC is the integration of all the marketing tools,
approaches and resources within a company
which maximises impact on consumer mind
which results into maximum profit at minimum
cost.
• According to American Marketing Association
“IMC is a planning process designed to assume
that all brand contacts received by a customer
or prospect for a product service or organization
are relevant to that person and consistent over
time”
 Scope of IMC
Sales
Advertising Promotion

Personal Publicity
selling

Public Direct
Relations Marketing

Word of Online
Mouth Marketing

Branding,
packing
&Labelling
 Advertising
• According to American Marketing Association
“Advertising is any paid form of non personal
presentation of ideas, goods or services by an
identified sponsor”
• Its an integral part of marketing, adverts are
public notices designed to inform and
motivate . Change the buying behaviour of the
recipient and persuade to take action desired
by advertisers.
 Features of Advertising
Non Personal
Paid Form presentation&
Promotion

Ideas, Goods & Identified

services Sponsor

Mass
Controlled Communication
media

Persuasive act Informative act

Competitive Act
Methods of Advertising budget
Advertising
Percentage of objectives & Task
sales Method method

All you can Competitive

afford method parity method

Incremental
Judgement concept
Method approach

Return on Quantitative
Investment method
Method

Experimental
approach
 Advantages & Limitations
of Advertising

• Make purchasing easy • Multiplication of needs

• Improvement in quality • Misrepresentation of
• Elimination if fact
unnecessary • Consumer’s deficit
intermediaries • Increased cost
• Consumer’s surplus • Wastage of resources
• Education of consumers • Product proliferation
• Propensity to consume