The Role of IMC in the Marketing

Process.
Presentation Outline
• Marketing and Promotion Process Model.
• Marketing Strategy and Analysis.
• The Target Marketing Process.
• Market Positioning.
• Developing a Positioning Strategy.
• Developing Promotional Strategy: Push or
Pull?
Marketing & Promotion Process Model

• Four Major Component

• Marketing Strategy and Analysis .
• product and services area, & popular market to compete.

• Target marketing process.

• Identify market, market segmentation, selecting and targeting
market and positioning.

• Marketing Planning Development.

• coordinate various elements of marketing mix into a cohesive
marketing programs.

• The Target Market

• Promotion Programs not only to ultimate consumers but to trade
channels.
Marketing & Promotion Process Model
 Marketing Strategy and Analysis

Strategic Marketing Plan

Target
Opportunity Competitive
Market
Analysis Analysis
Selection
Target Market Selection

Identifying
markets with Selecting a
unfulfilled market to
needs target

Determining Positioning
market through
segmentation marketing
strategies
Identifying Markets
• Target Market Identification isolates
consumes with similar lifestyle, needs, and
likes.

• Identifies the specific needs of group of

people

• Selects one or more of these segments

Market Segmentation
• Market segmentation is dividing a market into distinct
groups that have (i) similar needs and (ii) respond
similarly to a marketing program.

• Four things that are considered before considering a

segment a viable target for a company:
• Individuals or businesses within the segment should
be homogeneous.
• The segment should differ from other segments.
• The segment should be large enough
• It should be reachable through some type of media OR
channels of distribution.
Bases for segmentation
1. Geographic segmentation
2. Demographic segmentation
3. Psychographic segmentation
4. Behavioral segmentation
5. Benefit segmentation (a subset of
behavioral segmentation).
Bases for segmentation
• Demographic segmentation
• Divides the market into groups based on variables such
as age, gender, income, family size, birth era,
household size, life stage, religion, race, Marital status
and nationality.

• Geographic segmentation
• markets are divided into different geographic units.
These units may include nations, cities, or even
neighborhoods.
Bases for segmentation
• Psychographic Segmentation
• Divides the market on the basis of human personality and
lifestyle.
• Lifestyle is a person’s pattern of living and how they interact in
the world. Example: healthy lifestyle, trendy lifestyle,
adventurous lifestyle.

• Personality refers to the unique psychological characteristics.

Some parameters of personality: self confidence, dominance,
sociability, autonomy, adaptable, aggressive.
Bases for segmentation
• Behavioral segmentation Divides consumers into groups
according to the following characteristics:

• User status: non-users, ex-users, potential users, first time users, regular
users. Blood bank (regular donors, first-time donors, ex donors).

• Usage Rate: light user, medium user, heavy user. Industrial marketers
refer to the 80-20 rule, meaning 20% of their buyers account for 80% of
their sales volume.

• Loyalty status: low, high (example Apple diehards). How likely are they
to switch brands? Will Pepsodent toothpaste users shift to Magic
toothpaste if launched?

• Buyer involvement: High (special effort), low (minimum effort).

Bases for segmentation
• Benefit segmentation
• The grouping of consumers on the basis of the benefits they are
looking for in a product is known as benefit segmentation.
• Consumers are generally trying to satisfy specific needs.
• Hence, they are looking for products which provide specific
benefits that satisfies these needs.
• Examples (Toothpaste)
• The sensitive segment
• The healthy segment
• The fresheners
• The whitening
• The economic
Selecting Target Market
• Two Step Process:
1. Determining how many segments to enter.
2. Determining which segments offers the most potential.
• Determining how many segments to enter
• Undifferentiated Marketing- ignoring segment differences and
offering one product or service to the entire market.

• Differentiated Marketing- Involves marketing in number of

segments, and developing separate marketing strategies for each

• Concentrated Marketing- Firms select one segment and attempts

to capture a large share of the market.
Market Positioning
• Positioning
• Art and science of fitting the product or service to one or more
segment of the market in such a way as to set it apart from
competitors.
• It is the image that comes to the mind and attributes that
consumers perceive.

• What comes to you mind when you think about:

• Apple?
Developing a Positioning Strategy
Positioning by Product Attributes and
Benefits
• Setting the brand apart from competitors on the
basis of specific characteristics and benefits.

• Identify Salient Attributes(Important to

consumes and are the basis of purchase)
Positioning by Price/Quality
• Reflects the image of a high quality brand.

• Product quality must reflect the high price.

• Focus on the quality or value offered at a very

competitive price.
Positioning by Product Class
• Competition comes from outside the product
class/category. This positioning tries to
battle it.
• Rather than positioning against other brand,
positioning oneself against another product
category.
Positioning By Competitors

• Position their products against the competitor’s

positioning
Repositioning
• Change in the segment.
• Change in the target market.
• Change in the brand image.
• Anticipate opportunities in other market.
Developing Promotional Strategies
(Push or Pull?)
• Promotional Push Strategy
• Programs to persuade the trade to stock,
merchandisers, to promote the manufacturer
product.
• Promotional Pull Strategy
• Spending money on advertising and promotional
efforts directed towards ultimate customers.
• Create demand among the ultimate customers
and encourage them to request from the retailers.