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    2 - IMC Planning

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    ayushi mishra
    The document discusses various integrated marketing communication (IMC) tools used in the marketing process, including strategic marketing plans, market segmentation, market positioning, branding, pricing, and distribution channels. It provides information on how marketers can identify target markets, divide markets into segments, and position products to appeal to specific consumer groups through the strategic use of these IMC tools.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    2 - IMC Planning

    Uploaded by

    ayushi mishra
    31 views10 pages
    The document discusses various integrated marketing communication (IMC) tools used in the marketing process, including strategic marketing plans, market segmentation, market positioning, branding, pricing, and distribution channels. It provides information on how marketers can identify target markets, divide markets into segments, and position products to appeal to specific consumer groups through the strategic use of these IMC tools.

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    2_IMC Planning

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    The document discusses various integrated marketing communication (IMC) tools used in the marketing process, including strategic marketing plans, market segmentation, market positioning, branding, pricing, and distribution channels. It provides information on how marketers can identify target markets, divide markets into segments, and position products to appeal to specific consumer groups through the strategic use of these IMC tools.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    31 views10 pages

    2 - IMC Planning

    Uploaded by

    ayushi mishra
    The document discusses various integrated marketing communication (IMC) tools used in the marketing process, including strategic marketing plans, market segmentation, market positioning, branding, pricing, and distribution channels. It provides information on how marketers can identify target markets, divide markets into segments, and position products to appeal to specific consumer groups through the strategic use of these IMC tools.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 10

    IMC Tools The Role of IMC in the Marketing Process

    https://www.youtube.com/watch?v=okVSRuFfgRw

    Marketing & Promotions Process Model

    "In order to be irreplaceable, one must always be different."


    —Coco Chanel
    Marketing Strategy and Analysis The Target Marketing Process

    Strategic Marketing Plan Identify markets with unfulfilled needs


    Determine market segmentation
    Target Select a market to target
    Opportunity Competitive
    Market
    Analysis Analysis Position through marketing strategies
    Selection

    Target Market Identification Market Segmentation

    • Dividing a market into distinct groups


    Isolate Consumers With Similar…
    • With common needs
    • Who respond similarly to a marketing
    Lifestyles Social class
    situation
    Geographic
    Economic status Age
    location

    Marital status Needs


    Bases for Market Segmentation Market Segmentation - Chocolate

    Demographic Geographic Socioeconomic


    Gender Region Income
    Age City size Education
    Race Metropolitan area Occupation
    Life stage Density
    Birth era
    Household size Psychographic
    Residence tenure Personality
    Marital status Values/Lifestyle

    https://www.youtube.com/watch?v=1LLKXt4Y4Uo

    Geographic Segmentation Demographic Segmentation


    Benefit Segmentation Segmentation?

    Segmentation? Selecting a Target Market

    Determine how many


    1 segments to enter

    Determine which segments


    2 have the greatest potential
    Segments Segments

    •Undifferentiated marketing… ignores segment differences and


    offers just one product or service to the entire market.
    •Differentiated marketing… involves marketing in a number of
    Undifferentiated Concentrated segments, but developing separate marketing strategies for each.
    •Concentrated marketing… involves selecting and trying to capture a
    large share of a single segment.
    Differentiated

    Market Positioning Positioning Strategies

    Attributes and Benefits


    Fitting the product or service to
    one or more segments of the Price/Quality
    broad market in such a way as to
    set it apart from competition Use/Application
    Product Class
    Product Users
    Competitors
    Cultural Symbols
    Attribute/Benefits Price/Quality

    Use/Application Product Class


    Product Users Competitors

    • BMW AUDI Ad war?

    Positioning by Cultural Symbol The Marketing Planning Program

    Product Distribution
    Decisions Channels

    Promotional Price
    Strategy Decisions

    2-28
    Branding Goals Branding

    Develop & Build & Brand Identity


    Build & enhance foster vs.
    maintain attitudes relationships
    Brand Equity
    brand toward the between the
    awareness company, consumer
    and interest product, or and the
    service brand

    Exercise Branding and Packaging Decisions

    • Name, logo, symbols, design, packaging, and image

    BRANDING PACKAGING

    Brand Advertising Has become Often the


    name creates increasingly customers’
    commun- and important first
    icates maintains exposure
    attributes brand to product
    and equity
    meaning
    Packaging/design Creates Image Pricing Decisions

    Factors the firm What consumers


    must consider give up to buy a
    product or service

    Costs Time

    Demand Mental activity

    Competition Behavioral effort

    Perceived value

    Relating Price to Ads and Promotions Market Channels

    Price must be consistent with


    perceptions of the product
    Higher prices communicate
    higher product quality Sets of interdependent
    Lower prices reflect bargain organizations involved in the
    or “value” perceptions process of making a product
    Price, advertising, and distribution must or service available for use
    be unified in identifying product position

    2-36
    Channels and Image Showroom

    • Channels can impact communication objectives


    • Image
    • Store displays
    • Point-of-purchase merchandising
    • Shelf space

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