Copyright 2012 McGraw-Hill Companies, Inc.

, All right reversed

2

The Role of IMC in the

Marketing Process
 Geico Marketing Success

Strong brand image and strong IMC programs

2-2
Marketing & Promotions Process Model

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Marketing Strategy and Analysis

Strategic Marketing Plan

Target
Opportunity Competitive
Market
Analysis Analysis
Selection

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The Target Marketing Process

Identify markets with unfulfilled needs

Determine market segmentation
Select a market to target
Position through marketing strategies

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 Target Market Identification

Isolate Consumers With Similar

Lifestyles Social class

Geographic
Economic status Age
location

Marital status Needs

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 Market Segmentation

Dividing a market into distinct groups

With common needs
Who respond similarly to a marketing
situation
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 Bases for Market Segmentation

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

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 Geographic Segmentation

Big Red targets a specific geographic region

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Demographic Segmentation Ad

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Benefit Segmentation Ad

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 PRIZM Social Groups

HIGH

LOW

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 Test Your Knowledge

All of the following are considered market

coverage alternatives except:
A) Undifferentiated
B) Differentiated
C) Concentrated
D) Dispersed

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 Selecting a Target Market

Determine how many

1 segments to enter

Determine which segments

2 have the greatest potential

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 Segments

Undifferentiated Concentrated

Differentiated

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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 competition

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Positioning Strategies

Attributes and Benefits

Price/Quality
Use/Application
Product Class
Product Users
Competitors
Cultural Symbols

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Positioning by Cultural Symbol

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 The Marketing Planning Program

Product Distribution
Decisions Channels

Promotional Price
Strategy Decisions

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 Branding Goals

Develop & Build &

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

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 Branding

Brand Identity
vs.
Brand Equity

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 Branding and Packaging Decisions

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

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Packaging Creates Image

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 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

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Relating Price to Ads and Promotions

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 must
be unified in identifying product position

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 Market Channels

Sets of interdependent
organizations involved in the
process of making a product
or service available for use

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 Channels and Image

Channels can impact communication

objectives
Image
Store displays
Point-of-purchase merchandising
Shelf footage

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 Types of Channels

Direct
Driven by direct-response ads,
telemarketing, the Internet
Often used when selling expensive and
complex products

Indirect
Network of wholesalers and/or retailers

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Push vs. Pull Strategies

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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

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