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The Role of IMC in the Marketing Process

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  1. The Role of IMC in the Marketing Process © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  2. Identifying Markets Identifying Markets Product Decisions Pricing Decisions Distribution Decisions • Promotional • Decisions • Advertising • Direct Marketing • Interactive Marketing • Sales Promotion • Publicity and Public Relations • Personal Selling • Ultimate • Consumer • Consumers • Businesses Promotion to Final Buyer Market Segmentation Market Segmentation Promotion To Trade Selecting a Target Market Selecting a Target Market Positioning Through Marketing Strategies Positioning Through Marketing Strategies Resellers Marketing and Promotions Process Model Opportunity Analysis Competitive Analysis Target Marketing Opportunity Analysis Competitive Analysis Target Marketing Product Decisions Pricing Decisions Distribution Decisions • Promotional • Decisions • Advertising • Direct Marketing • Interactive Marketing • Sales Promotion • Publicity and Public Relations • Personal Selling • Ultimate • Consumer • Consumers • Businesses © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  3. Marketing to a Lifestyle + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  4. Determining Market Segmentation Determining Market Segmentation Selecting Market To Target Selecting Market To Target Positioning Through Marketing Strategies The Target Marketing Process Identify Markets With Unfulfilled Needs Identify Markets With Unfulfilled Needs © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  5. Beer is Beer? Not Really! © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  6. A Product for Every Segment + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  7. Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization. Find Ways To Group Marketing Actions - Usually the Products Offered - Available To the Organization. Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions. Develop a Market/Product Grid To Relate the Market Segments To the Firm’s Products and Actions. Select the Product Segments Toward Which the Firm Directs Its Marketing Actions. Select the Product Segments Toward Which the Firm Directs Its Marketing Actions. Take Marketing Actions To Reach Target Segments. The Marketing Segmentation Process Find Ways To Group Consumers According To Their Needs. Find Ways To Group Consumers According To Their Needs. © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  8. Behavior Psychographic Outlets Demographic Usage Socioeconomic Benefits Geographic Bases for Segmentation Psychographic Demographic Customer Characteristics Socioeconomic Geographic Behavior Outlets Buying Situation Benefits © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  9. Abercrombie & Fitch Targets Echo Boomers + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  10. Hispanics Prefer Spanish Language Ads *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  11. What Position Do We Have Now? Does Our Creative StrategyMatch It? What Position Do We Want To Own? Do We Have the Tenacity To Stay With It? From Whom Must We Win This Position? Do We Have the Money To Do the Job? Developing a Positioning Strategy What Position Do We Have Now? What Position Do We Want To Own? The Position Do We Have the Tenacity To Stay With It? From Whom Must We Win This Position? Do We Have the Money To Do the Job? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  12. By Attributes and Benefits? By Price or Quality? By Use or Application? By Product Class? By Product User? By Competitor? By Cultural Symbols? Positioning Strategies By Attributes and Benefits? How should we position? By Price or Quality? By Use or Application? By Product Class? By Product User? By Competitor? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  13. Cultural Symbols Can Differentiate Brands + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  14. 2. Assess Perceptions of Them 3. Determine Their Positions 4. Analyze Consumer Preferences 5. Make the Positioning Decision 6. Monitor the Position 5. Make the Positioning Decision 4. Analyze Consumer Preferences 3. Determine Their Positions 2. Assess Perceptions of Them Developing a Positioning Platform 1. Identify the Competitors 1. Identify the Competitors © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  15. Is the Current Position Strategy Working? Is the Segmentation Strategy Appropriate? How Strong Is the Competition? Are There Sufficient Resources To Communicate the Position? Positioning Decisions Is the Current Position Strategy Working? Is the Segmentation Strategy Appropriate? The Checklist Are There Sufficient Resources To Communicate the Position? © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  16. Advertising Develops Brand Images + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  17. BRANDING PACKAGING Brand name commun-icates attributes and meaning Advertising creates and maintains brand equity Packaging has become increasingly important It’s often customers’ first exposure to product Branding and Packaging Work Closely Together Product Decisions BRANDING © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  18. A Package Is More than a Container + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  19. Packaging Enhances Brand Identity *Click outside of the video screen to advance to the next slide © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  20. 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 be Unified In Identifying the Product Position A Product Positioned as High Quality While Carrying a Lower Price than Competitors Will Confuse Customers Pricing Must Be Coordinated with Other Factors Pricing Considerations 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 the Product Position © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  21. Some Products Compete on Price – Others Compete on Quality + © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  22. Selecting Managing Motivating Distribution is a Vital Link in the Chain Selecting Distribution Channel Decisions Managing © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  23. Brokers Distributors Wholesalers Retailers The “Middleman” Can Play a Key Role Brokers Distributors Independent Channel Intermediaries Wholesalers © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  24. Push Policy Pull Policy Producer Producer Producer Wholesaler Wholesaler Wholesaler Retailer Retailer Retailer Consumer Consumer Consumer Information Flow Push Versus Pull © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  25. Point of Sale Displays, Racks, Stands Trade Deals, Special Displays Dealer Premiums, Prizes, Gifts Cooperative Advertising Deals Advertising Materials, Mats, Inserts Push Money or “Spiffs" Collaterals, Catalogs, Manuals Company Conventions, Meetings Promotion to Push Goods Through Channels Point of Sale Displays, Racks, Stands PUSH Trade Deals, Special Displays Dealer Premiums, Prizes, Gifts Cooperative Advertising Deals Advertising Materials, Mats, Inserts Push Money or “Spiffs" Collaterals, Catalogs, Manuals © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

  26. Sampling, free trial Cents-off promotions Cents-off coupons Combination offers Premiums or gifts Contests, sweepstakes Point-of-purchase Trading stamps Promotion to Pull Goods Through Channels Sampling, free trial PULL Cents-off promotions Cents-off coupons Combination offers Premiums or gifts Contests, sweepstakes Point-of-purchase © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin