the role of imc in the marketing process 2 mcgraw-hill/irwin copyright © 2009 by the mcgraw-hill...
TRANSCRIPT
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The Role of IMC in the Marketing Process
The Role of IMC in the Marketing Process
2
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Under Armour Protects Its House
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Under Armour Protects Its House
• Keys to Under Armour’s success– Niche markets– Strong product positioning– Unique brand identity– Strong brand reputation
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Marketing and Promotions Process Model
Productdecisions
Pricingdecisions
Channel-of-distributiondecisions
Opportunityanalysis
Competitiveanalysis
Targetmarketing
Identifyingmarkets
Marketsegmentation
Selecting atarget market
Positioningthrough
marketingstrategies
Promotionaldecisions
• Advertising
• Direct marketing
• Interactive marketing
• Sales promotion
• Publicity and public relations
• Personal selling
Ultimateconsumer
• Consumers
• Businesses
Promotionto finalbuyer
Resellers
Promotion to trade
Internet/Interactive
Purchase
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Marketing to a Lifestyle
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Padres Pitch to the Fans
*Click outside of the video screen to advance to the next slide
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The Target Marketing Process
Position through marketing strategiesPosition through marketing strategies
Select market to targetSelect market to target
Determine market segmentationDetermine market segmentation
Identify markets with unfulfilled needsIdentify markets with unfulfilled needs
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A Product for Every Market Segment
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The Marketing Segmentation Process
Take marketing actions to reach target segmentsTake marketing actions to reach target segments
Select the product segments toward which the firm will direct its marketing actions
Select the product segments toward which the firm will direct its marketing actions
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
Find ways to group marketing actions available to the organization
Find ways to group marketing actions available to the organization
Find ways to group consumers according to their needs
Find ways to group consumers according to their needs
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What do NASCAR, Coors, and Unilever know?
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Bases for Segmentation
BehaviorBehavior
BenefitsBenefits
Outlet TypeOutlet Type
PsychographicPsychographic
GeographicGeographic
DemographicDemographic
CustomerCharacteristics
CustomerCharacteristics
SocioeconomicSocioeconomic
BuyingSituationBuying
SituationUsageUsage
AwarenessAwareness
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Geographic Marketing
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Demographic Segmentation
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Psychographic Segmentation
• Dividing the market on the basis of– Personality– Values– Lifestyle
• VALS lifestyle segmentation– Eight lifestyles with distinctive attitudes,
behaviors, and decision-making patterns– Combined with estimate of the resources
on which the consumer can draw
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Behavioristic Segmentation
Usage
LoyaltiesBuyingResponses
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Benefit Segmentation
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PRIZM Cluster Profiles
HIGH
LOW
$
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Test Your Knowledge
The key factor in communicating information about a brand and differentiating it from competitors is:
A) Its perceived price differential
B) Its integrated promotional strategy
C) The market positioning strategy assigned it by the manufacturer
D) Its distribution intensity
E) The benefits the brand offers
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Selecting a Target Market
Determine how many segments to enter
Determine which segments have the greatest potential
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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 the competition
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Developing a Positioning Strategy
What position do we have now?
What position do we have now?
Do we have the money to do the
job?
Do we have the money to do the
job?
What position do we want to own?What position do we want to own?
From whom must we win this position?
From whom must we win this position?
Do we have the tenacity to stay
with it?
Do we have the tenacity to stay
with it?
Does our creative strategymatch it?
Does our creative strategymatch it?
ThePosition
ThePosition
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Positioning Strategies
Attributes and Benefits?Attributes and Benefits?
Price or Quality?Price or Quality?
Use or Application?Use or Application?
Product Class?Product Class?
Product User?Product User?
Competitor?Competitor?
Cultural Symbols?Cultural Symbols?
How shouldwe position?
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Positioning by Use or Application
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Developing a Positioning Platform
6. Monitor the position6. Monitor the position
5. Make the positioning decision5. Make the positioning decision
4. Analyze consumer preferences4. Analyze consumer preferences
3. Determine their positions3. Determine their positions
2. Assess perceptions of them2. Assess perceptions of them
1. Identify the competitors1. Identify the competitors
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Making the Positioning Decision
Is the current position strategy
working?
Is the current position strategy
working?
Is the segmentation strategy
appropriate?
Is the segmentation strategy
appropriate?
Are there sufficient resources to
communicate the position?
Are there sufficient resources to
communicate the position?
How strong is the competition?
How strong is the competition?
TheChecklist
TheChecklist
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Advertising Develops Brand Image
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Branding and Product Names
• Brand names often communicate attributes and meaning– Safeguard– I Can’t Believe It’s Not Butter!– Easy-Off– Arrid– Spic and Span
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Branding and Packaging Are Linked
Product DecisionsProduct Decisions
BRANDINGBRANDING
Brand name
commun-icates
attributes and
meaning
Brand name
commun-icates
attributes and
meaning
Advertising creates and maintains
brand equity
Advertising creates and maintains
brand equity
Has become increasingly important
Has become increasingly important
Often customers’
first exposure to
product
Often customers’
first exposure to
product
PACKAGINGPACKAGING
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A Package is More than a Container
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Pricing Decisions
What consumers give up to purchase a
product or service
What consumers give up to purchase a
product or service
TimeTimePrice VariablePrice Variable
Mental activityMental activity
Behavioral effortBehavioral effort
Factors the firm must consider
Factors the firm must consider
CostsCosts
DemandDemand
CompetitionCompetition
Perceived valuePerceived value
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Relating Price to Ads and Promotion
Price must be consistent with perceptions of the product
Price must be consistent with perceptions of the product
Higher prices communicate higher product quality
Higher prices communicate higher product quality
Lower prices reflect bargain or “value” perceptions
Lower prices reflect bargain or “value” perceptions
Price, advertising and distribution be unified in
identifying product position
Price, advertising and distribution be unified in
identifying product position
PricingConsiderations
PricingConsiderations
A product positioned as high quality while carrying a lower price than
competitors will confuse customers
A product positioned as high quality while carrying a lower price than
competitors will confuse customers
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When Price is Not an Issue
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Distribution Channel Decisions
SelectingSelecting
ManagingManaging
MotivatingMotivating
DistributionChannel
Decisions
DistributionChannel
Decisions
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Distribution Intermediaries
Distribution Channel
Intermediaries
Distribution Channel
Intermediaries
BrokersBrokers
DistributorsDistributors
WholesalersWholesalers
RetailersRetailers
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Promotional Strategy: Push or Pull?
Push PolicyPush Policy
ProducerProducer
WholesalerWholesaler
RetailerRetailer
ConsumerConsumer
Information Flow
Pull PolicyPull Policy
ProducerProducer
WholesalerWholesaler
RetailerRetailer
ConsumerConsumer
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Test Your Knowledge
An 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 promotion
E) A promotional push strategy