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The Role of IMC in the Marketing Process

McGraw-Hill/Irwin

Copyright 2012 McGraw-Hill Companies, Inc., All right reversed

Emirates Airlines Marketing Success

Strong brand image and strong IMC programs2-2

Marketing & Promotions Process Model

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Marketing Strategy and Analysis

Strategic Marketing Plan

Opportunity Analysis

Competitive Analysis

Target Market Selection

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The Target Marketing Process

Identify markets with unfulfilled needs Determine market segmentation Select a market to target Position through marketing strategies

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Target Market Identification

Isolate Consumers With Similar

Lifestyles

Social class Geographic location Needs Age

Economic status

Marital status

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Market Segmentation

Dividing a market into distinct groups With common needs Who respond similarly to a marketing situation2-7

Bases for Market Segmentation

DemographicGender Age

GeographicRegion City size

SocioeconomicIncome

EducationOccupation

RaceLife stage Birth era Household size Residence tenure Marital status

Metropolitan areaDensity Psychographic Personality Values/Lifestyle

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Geographic Segmentation

Big Red targets a specific geographic region2-9

Demographic Segmentation Ad

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Benefit Segmentation Ad

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PRIZM Social GroupsHIGH

$

LOW2-12

Test Your KnowledgeAll of the following are considered market coverage alternatives except: A) Undifferentiated B) Differentiated

C) ConcentratedD) Dispersed

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Selecting a Target Market

1 2

Determine how many segments to enter Determine which segments have the greatest potential

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Segments

Undifferentiated

Concentrated

Differentiated

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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 competition2-16

Positioning StrategiesAttributes and Benefits Price/Quality Use/Application

Product ClassProduct Users

CompetitorsCultural Symbols2-17

Positioning by Cultural Symbol

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The Marketing Planning Program

Product Decisions

Distribution Channels

Promotional Strategy

Price Decisions

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Branding Goals

Build & maintain brand awareness and interest

Develop & enhance attitudes toward the company, product, or service

Build & foster relationships between the consumer and the brand

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Branding

Brand Identity vs. Brand Equity

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Branding and Packaging Decisions

BRANDING

PACKAGINGHas become increasingly important Often the customers first exposure to product

Brand name communicates attributes and meaning

Advertising creates and maintains brand equity

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Packaging Creates Image

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Pricing Decisions

Factors the firm must consider Costs

What consumers give up to buy a product or service

Time Mental activity Behavioral effort

DemandCompetition Perceived value

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Relating Price to Ads and Promotions

Price must be consistent with perceptions of the productHigher prices communicate higher product quality Lower prices reflect bargain or value perceptions Price, advertising, and distribution must be unified in identifying product position

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Market Channels

Sets of interdependent organizations involved in the process of making a product or service available for use

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Channels and Image Channels can impact communication objectives Image Store displays Point-of-purchase merchandising Shelf footage

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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

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Push vs. Pull Strategies

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Test Your KnowledgeAn 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 promotionE) A promotional push strategy2-30