Chapter 4

THE IMC PLANNING

PROCESS
 Table of
CONTENTS
01 02 03 04
Segmentation Positioning Communication Budgets
Objectives
 Market Segments Characteristics

01 Homogenous 02 Distinct

03 Profitable 04 Reachable
 Market Segments Categories

Segments Based on Segmentation by

01 Demographics
02 Psychographics
Market Segmentation Demographics

01 Gender 02 Age

03 Income 04 Ethnicity
Market Segmentation Psychographics

Alex is a huge football fan

01 Activities 02 Interests (interest), and visits the stadium
to watch them (Activities), who
also has strong opinion on
climate change (Opinion)

03 Opinions
 Market Segments Categories

Segments Based on Generations Segments by Geographic Area

03 04

Geodemographic 06 Benefit Segmentation

05 Segmentation

07 Usage Segmentation
 B2B Market Segmentation
Segmentation by Industry
01 02 Segmentation by Size

Segmentation by Geographic Segmentation by Product

03 Location 04 Usage

Segmentation by Customer Value

05
 Approaches to Positioning
Product Attributes
01 (features) 02 Competitors

Use or Application
03 04 Price-Quality relationship

05 Product user
06 Product Class

International Positioning (GCCP, LCCP,

07 Cultural Symbol 08 FCCP)
 Marketing Communications
Objectives
Develop brand awareness Give product-related
01 02 information

Work on making customers prefer

03 Encourage customers to like the
brand
04 the brand over competitors

Create conviction to purchase the Encourage customers to get up and

05 brand 06 buy the product
 Types of Budgets
Percentage of Sales
01 • Last year’s sales 02 Meet the Competition
• Next year’s sales

03 What We Can Afford 04 Payout Planning

05 Objective and Task 6

 Objective And Task Method
If your objective is to increase awareness by 20% by the end of the year

Advertise on TV1, TV2 & TV3

01 3 times a day
02 Distribute samples in all supermarkets for
one month
$1,000,000 $3,000,000

Do sales promotions of buy 2 get 1 free

03 Sponsor Dubai Marathon 04 for 1 month
$ 500,000
$1,000,000
Have billboards on all highways
05 every 100 m
Total: $ 6,500,000
$1,000,000
 Communications
Schedules
Pulsating schedule (more promotion – less
01 promotion – more promotion – less promotion)

Flighting schedule (promotion – no promotion –

02 promotion – no promotion)

Continuous schedule (promoting equally all year

03 long)
END OF CHAPTER 4

THANK
YOU