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The Role of IMC.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. The Target Marketing Process Position through marketing strategies Select market to target Determine market segmentation Identify markets with unfulfilled needs
- 7. A Product for Every Market Segment
- 8. 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
- 9. What do NASCAR, Coors, and Unilever know?
- 10. Bases for Segmentation Behavior Benefits Outlet Type Psychographic Geographic Demographic Customer Characteristics Socioeconomic Buying Situation Usage Awareness
- 13. 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
- 16. Selecting a Target Market Determine how many segments to enter Determine which segments have the greatest potential
- 17. 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
- 18. 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 resolve to stay with it? Does our creative strategy match it? The Position
- 19. Positioning Strategies Attributes and Benefits? Price or Quality? Use or Application? Product Class? Product User? Competitor? Cultural Symbols? How should we position?
- 20. 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
- 21. 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
- 22. Branding and Product Names • Brand names often communicate attributes and meaning – Safeguard – Mospel – Head & shoulders – Telenor – Aquafina
- 23. 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
- 24. A Package is More than a Container
- 25. 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
- 26. 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
- 27. When Price is Not an Issue
- 28. When Price is Not an Issue (Cont..)
- 31. Promotional Strategy: Push or Pull? Push Policy Producer Wholesaler Retailer Consumer Information Flow Pull Policy Producer Wholesaler Retailer Consumer