3. role of imc in mktg process

7/29/2019 3. Role of IMC in Mktg Process

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The Role of IMC in theMarketing Process

Tutored by : Prof. Sunil D Anto


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Product

decisions

Pricingdecisions

Channel-of-distributiondecisions

Product

decisions

Pricingdecisions

Channel-of-distributiondecisions

Opportunity

analysis

Competitiveanalysis

Targetmarketing

Identifyingmarkets

Market

segmentation

Selecting atarget market

Positioningthrough

marketingstrategies

Promotionaldecisions

Advertising

Directmarketing

Interactivemarketing

Salespromotion

Publicityand publicrelations

Personalselling

Ultimateconsumer

Consumers

Businesses

Promotionto finalbuyer

Opportunity

analysis

Competitiveanalysis

Targetmarketing

Identifyingmarkets

Market

segmentation

Selecting atarget market

Positioningthrough

marketingstrategies

Promotionaldecisions

Advertising

Directmarketing

Interactivemarketing

Salespromotion

Publicityand publicrelations

Personalselling

Ultimateconsumer

Consumers

Businesses

Marketing and Promotions Process Model

Resellers

Promotion

to trade

Internet/Interactive

Purchase


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Marketing to a Lifestyle


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Positioning through marketing strategies

Selecting market to target

Determining market segmentation

Identify markets with unfulfilled needs

Selecting market to target

Determining market segmentation

Identify markets with unfulfilled needs

The Target Marketing Process


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Take marketing actions to reach target segments.

Select the product segments toward which the firmdirects its marketing actions.

Develop a market/product grid to relate the marketsegments to the firms products and actions.

Find ways to group marketing actions - usually theproducts offered - available to the organization.

Find ways to group consumers

according to their needs.

Select the product segments toward which the firmdirects its marketing actions.

Develop a market/product grid to relate the marketsegments to the firms products and actions.

Find ways to group marketing actions - usually theproducts offered - available to the organization.

Find ways to group consumers

according to their needs.

The Marketing Segmentation Process


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Behavior

Benefits

Outlets

Benefits

OutletsBehavior

Psychographic

Geographic

Demographic

Psychographic Demographic

Geographic

Bases for Segmentation

CustomerCharacteristics

Socioeconomic

BuyingSituationUsage

Socioeconomic

Awareness

Awareness


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Wrist Watch is just a time keeper? Not Really!

Time piece > Casio Sports accessory>> Fastrack

Image constituent/ enhancer >> Rolex

Jewellery >> Im (Im Jewel), Tanishq Smart watch (Wrist watch-mobile

phone) >> Im (Im Colour)


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Communication based on Geographic Segmentation

Milk Man of Kerala


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Communication based on Demographic Segmentation


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Psychographic Segmentation

Dividing the market on the basis of Personality

Values

Lifestyle

VALS segmentation VALS2: Eight lifestyles with distinctive attitudes,

behaviors, and decision-making patterns

Combined with estimate of the resources onwhich the consumer can draw


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Behavioristic Segmentation

Usage

LoyaltiesBuyingResponses

Special Note : Paretos 80-20 rule & 80-20-30 rule effects


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Communication based on Benefit Segmentation


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PRIZM Cluster Profiles (Social Group Clusters)*

HIGH

LOW

$

* US household market


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What position dowe have now?

Do we have themoney to do the

job?

What position dowe want to own?

From whom

must we win thisposition?

Do we have the

tenacity to staywith it?

Do we have the

tenacity to staywith it?

Do we have themoney to do the

job?

From whom

must we win thisposition?

What position dowe want to own?

What position dowe have now?

Does our creativestrategymatch it?

Queries for Developing a Positioning Strategy:by Jack Trout & Al Ries

ThePosition


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By Attributes and Benefits?

By Price or Quality?

By Use or Application?

By Product Class?

By Product User?

By Competitor?

By Cultural Symbols

By Attributes and Benefits

By Price or Quality

By Use or Application

By Product Class

By Product User (group)

By Competitor

Positioning Strategies: David Aaker & Gary Shansby

How shouldwe position?


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Pillsbury Doughboy, Ronald

McDonald, Duracell Bunny etc.

Samples


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6. Monitor the position

5. Make the positioning decision

4. Analyze consumer preferences

3. Determine their positions

2. Assess perceptions of them

1. Identify the competitors

5. Make the positioning decision

4. Analyze consumer preferences

3. Determine their positions

2. Assess perceptions of them

1. Identify the competitors

Steps in Developing a Positioning Strategy


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Is the currentposition strategyworking?

Is the segmentationstrategyappropriate?

Are there sufficientresources to

communicate theposition?

Is the segmentationstrategyappropriate?

Is the currentposition strategyworking?

Are there sufficientresources to

communicate theposition?

How strong is thecompetition?

Positioning Decisions

TheChecklist


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IMC in action

Observations of the IMC contact tools, as a

customer member of target audience

Identify a brand that communicateseffectively for its positioning into its target

audience /target market & how


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creating brand images thru mar.com. for Positioning

3. role of imc in mktg process

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