The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill...

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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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Page 1: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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.

Page 2: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Under Armour Protects Its House

Page 3: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Under Armour Protects Its House

• Keys to Under Armour’s success– Niche markets– Strong product positioning– Unique brand identity– Strong brand reputation

Page 4: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 5: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Marketing to a Lifestyle

Page 6: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Padres Pitch to the Fans

*Click outside of the video screen to advance to the next slide

Page 7: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 8: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

A Product for Every Market Segment

Page 9: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 10: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

What do NASCAR, Coors, and Unilever know?

Page 11: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Bases for Segmentation

BehaviorBehavior

BenefitsBenefits

Outlet TypeOutlet Type

PsychographicPsychographic

GeographicGeographic

DemographicDemographic

CustomerCharacteristics

CustomerCharacteristics

SocioeconomicSocioeconomic

BuyingSituationBuying

SituationUsageUsage

AwarenessAwareness

Page 12: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Geographic Marketing

Page 13: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Demographic Segmentation

Page 14: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 15: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Behavioristic Segmentation

Usage

LoyaltiesBuyingResponses

Page 16: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Benefit Segmentation

Page 17: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

PRIZM Cluster Profiles

HIGH

LOW

$

Page 18: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 19: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Selecting a Target Market

Determine how many segments to enter

Determine which segments have the greatest potential

Page 20: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 21: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 22: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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?

Page 23: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Positioning by Use or Application

Page 24: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 25: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 26: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Advertising Develops Brand Image

Page 27: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 28: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 29: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

A Package is More than a Container

Page 30: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 31: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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

Page 32: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

When Price is Not an Issue

Page 33: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Distribution Channel Decisions

SelectingSelecting

ManagingManaging

MotivatingMotivating

DistributionChannel

Decisions

DistributionChannel

Decisions

Page 34: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Distribution Intermediaries

Distribution Channel

Intermediaries

Distribution Channel

Intermediaries

BrokersBrokers

DistributorsDistributors

WholesalersWholesalers

RetailersRetailers

Page 35: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Promotional Strategy: Push or Pull?

Push PolicyPush Policy

ProducerProducer

WholesalerWholesaler

RetailerRetailer

ConsumerConsumer

Information Flow

Pull PolicyPull Policy

ProducerProducer

WholesalerWholesaler

RetailerRetailer

ConsumerConsumer

Page 36: The Role of IMC in the Marketing Process 2 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

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


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Chapter 16 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling, Packaging,

Chapter 16 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling, Packaging,

The Role of IMC in the Marketing Process © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

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© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/IrwinSlide 18-6 THE COMMUNICATION PROCESS Promotional Mix Integrated Marketing Communications (IMC)Integrated.

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Chapter 2 The Big Picture: The Evolution of IMC William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill.

Chapter 2 The Big Picture: The Evolution of IMC William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill.

chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales.

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