Más contenido relacionado


02 The Role of IMC in the Marketing Process.ppt

  1. The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. Under Armour Protects Its House
  3. Under Armour Protects Its House • Keys to Under Armour’s success – Niche markets – Strong product positioning – Unique brand identity – Strong brand reputation
  4. Marketing and Promotions Process Model Product decisions Pricing decisions Channel-of- distribution decisions Opportunity analysis Competitive analysis Target marketing Identifying markets Market segmentation Selecting a target market Positioning through marketing strategies Promotional decisions • Advertising • Direct marketing • Interactive marketing • Sales promotion • Publicity and public relations • Personal selling Ultimate consumer • Consumers • Businesses Promotion to final buyer Resellers Promotion to trade Internet/ Interactive Purchase
  5. Marketing to a Lifestyle
  6. Padres Pitch to the Fans *Click outside of the video screen to advance to the next slide
  7. The Target Marketing Process Position through marketing strategies Select market to target Determine market segmentation Identify markets with unfulfilled needs
  8. A Product for Every Market Segment
  9. The Marketing Segmentation Process Take marketing actions to reach target segments 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 Find ways to group marketing actions available to the organization Find ways to group consumers according to their needs
  10. What do NASCAR, Coors, and Unilever know?
  11. Bases for Segmentation Behavior Benefits Outlet Type Psychographic Geographic Demographic Customer Characteristics Socioeconomic Buying Situation Usage Awareness
  12. Geographic Marketing
  13. Demographic Segmentation
  14. 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
  15. Behavioristic Segmentation Usage Loyalties Buying Responses
  16. Benefit Segmentation
  17. PRIZM Cluster Profiles HIGH LOW $
  18. 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
  19. Selecting a Target Market Determine how many segments to enter Determine which segments have the greatest potential
  20. 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
  21. Developing a Positioning Strategy What position do we have now? Do we have the money to do the job? What position do we want to own? From whom must we win this position? Do we have the tenacity to stay with it? Does our creative strategy match it? The Position
  22. Positioning Strategies Attributes and Benefits? Price or Quality? Use or Application? Product Class? Product User? Competitor? Cultural Symbols? How should we position?
  23. Positioning by Use or Application
  24. Developing a Positioning Platform 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
  25. Making the Positioning Decision Is the current position strategy working? Is the segmentation strategy appropriate? Are there sufficient resources to communicate the position? How strong is the competition? The Checklist
  26. Advertising Develops Brand Image
  27. 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
  28. Branding and Packaging Are Linked Product Decisions BRANDING Brand name commun- icates attributes and meaning Advertising creates and maintains brand equity Has become increasingly important Often customers’ first exposure to product PACKAGING
  29. A Package is More than a Container
  30. Pricing Decisions What consumers give up to purchase a product or service Time Price Variable Mental activity Behavioral effort Factors the firm must consider Costs Demand Competition Perceived value
  31. Relating Price to Ads and Promotion 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 product position Pricing Considerations A product positioned as high quality while carrying a lower price than competitors will confuse customers
  32. When Price is Not an Issue
  33. Distribution Channel Decisions Selecting Managing Motivating Distribution Channel Decisions
  34. Distribution Intermediaries Distribution Channel Intermediaries Brokers Distributors Wholesalers Retailers
  35. Promotional Strategy: Push or Pull? Push Policy Producer Wholesaler Retailer Consumer Information Flow Pull Policy Producer Wholesaler Retailer Consumer
  36. 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