The Role of IMC in the Marketing Process

Tutored by : Prof. Sunil D Anto

Marketing and Promotions Process Model

Opportunity analysis Identifying markets Product decisions Promotional decisions Competitive analysis Pricing decisions Advertising Direct marketing Interactive marketing Sales promotion Publicity and public relations Personal selling Internet/ Interactive Ultimate consumer Consumers Businesses Promotion to trade Promotion to final buyer

Market segmentation

Target marketing Selecting a target market

Channel-ofdistribution decisions

Positioning through marketing strategies

Resellers Purchase

Marketing to a Lifestyle

The Target Marketing Process

Identify markets with unfulfilled needs

Determining market segmentation

Selecting market to target

Positioning through marketing strategies

The Marketing Segmentation Process

Find ways to group consumers according to their needs. Find ways to group marketing actions - usually the products offered - available to the organization. Develop a market/product grid to relate the market segments to the firms products and actions. Select the product segments toward which the firm directs its marketing actions.

Take marketing actions to reach target segments.

Bases for Segmentation

Psychographic Demographic

Customer Characteristics
Socioeconomic Geographic

Behavior Buying Situation Awareness

Outlets

Usage

Benefits

Wrist Watch is just a time keeper? Not Really!

Time piece > Casio Sports accessory>> Fastrack Image constituent/ enhancer >> Rolex Jewellery >> Im (Im Jewel), Tanishq Smart watch (Wrist watch-mobile phone) >> Im (Im Colour)

Communication based on Geographic Segmentation

Milk Man of Kerala

Communication based on Demographic Segmentation

Psychographic Segmentation Dividing the market on the basis of

Personality Values Lifestyle

VALS segmentation
VALS2: Eight lifestyles with distinctive attitudes, behaviors, and decision-making patterns Combined with estimate of the resources on which the consumer can draw

Behavioristic Segmentation

Usage Buying Responses Loyalties

Special Note : Paretos 80-20 rule & 80-20-30 rule effects

Communication based on Benefit Segmentation

PRIZM Cluster Profiles (Social Group Clusters)*

HIGH

LOW

* US household market

Queries for Developing a Positioning Strategy: by Jack Trout & Al Ries

What What position position do do we we have have now? now? Does our creative strategy match it? What position do we want to own?

The Position
Do we have the tenacity to stay with with it? it? Do we have the money to do the job? job? From whom must we win this position?

Positioning Strategies: David Aaker & Gary Shansby

How should we position?

By By Attributes Attributes and and Benefits? Benefits

By By Price Price or or Quality? Quality

By By Use Use or or Application? Application

By By Product Product Class? Class

By Product By Product User User? (group)

By By Competitor? Competitor
By Cultural Symbols

Samples

Pillsbury Doughboy, Ronald McDonald, Duracell Bunny etc.

Steps in Developing a Positioning Strategy

1. 2. Identify the competitors Assess perceptions of them

3.
4. 5. 6.

Determine their positions

Analyze consumer preferences Make the positioning decision Monitor the position

Positioning Decisions
Is the current position strategy working? Is the the segmentation segmentation strategy strategy appropriate? appropriate?

The Checklist

How strong is the competition?

Are there sufficient resources resources to to communicate communicate the the position? position?

IMC in action
Observations of the IMC contact tools, as a customer member of target audience Identify a brand that communicates effectively for its positioning into its target audience /target market & how

creating brand images thru mar.com. for Positioning