Vous êtes sur la page 1sur 19

CHAPTER 2

THE ROLE OF IMC IN


THE MARKETING PROCESS

Nazia Choudhury
Lecturer
School of Business
ULAB
MARKETING AND PROMOTIONS PROCESS MODEL

Opportunity Identifying Product Promotion


analysis markets decisions to final
Promotional buyer
decisions
Pricing • Advertising
decisions • Direct
Competitive Market marketing
analysis segmentation Ultimate
• Interactive consumer
marketing Internet/
Channel-of- Interactive • Consumers
• Sales
distribution promotion • Businesses
decisions
Target • Publicity
Selecting a and public
marketing Promotion
target market relations
• Personal to trade
selling

Positioning Resellers
2
through
marketing
strategies Purchase
MARKETING STRATEGY AND ANALYSIS

 Strategic Marketing Plan:


evolves from an
organization’s overall
corporate strategy and
serve as a guide for specific
marketing programs and
policies
 Opportunity Analysis
 Competitive Analysis
 Target Market Selection

3
THE TARGET MARKETING PROCESS
 Identify markets with unfulfilled needs – this isolates
consumers with similar lifestyles, needs, and wants

 Determine market segmentation – dividing a market into


distinct groups that have common needs and will respond
similarly to a marketing action.

 Select a market to target – determining how many segments


to enter, and which segments offer the most potential.

 Position through marketing strategies – the art and science


of fitting the product or service to one or more segments of
the broad market in such a way as to set it meaningful 4
apart from competition.
THE MARKETING SEGMENTATION PROCESS

Find ways to group consumers according to their needs

Find ways to group marketing actions available to the


organization

Develop a market/product grid to relate the market


segments to the firm’s products and actions

Select the product segments toward which the firm will


direct its marketing actions

5
Take marketing actions to reach target segments
BASES FOR SEGMENTATION
CUSTOMER CHARACTERISTICS

 Geographic segmentation divides markets by


geographic locations such as nations, states, regions,
or cities.
 Demographic segmentation divides markets based on
demographic variables such as gender, age,
education, race, and life stage.
 Socioeconomic segmentation divides markets based
on socioeconomic variables such as income,
education, and occupation.
 Psychographic segmentation divides markets based
on personality values or lifestyle. VALS is a popular
approach to lifestyle segmentation 6
BASES FOR SEGMENTATION
BUYING SITUATION

 Behavioral segmentation divides a market into


groups according to their level of involvement with
and purchase behavior toward a product or service.
 Outlet types segments a market based on the type of
store where a product is sold, such as convenience,
supermarket, mass merchandiser, specialty
 Benefit segmentation divides markets on the basis of
the specific benefits or outcomes consumers want
from a product or service.
 Awareness segmentation is based on the product
knowledge of the consumer.
 Usage segmentation classifies customers based on 7
their level of use of a product or service.
PRIZM CLUSTER PROFILES
HIGH

8
LOW
SELECTING A TARGET MARKET

Determine how many segments to enter


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

Determine which segments have the


greatest potential 9
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

10
DEVELOPING A POSITIONING STRATEGY

What position do
we have now?

Does our creative


What position do
strategy
we want to own?
match it?

The
Position

Do we have the From whom must


tenacity to stay we win this
with it? position?
Do we have the
money to do the
job? 11
POSITIONING STRATEGIES

Attributes and Benefits?


How should
we position? Price or Quality?

Use or Application?

Product Class?

Product User?

Competitor?
12
Cultural Symbols?
DEVELOPING THE MARKETING
PLANNING PROGRAM
 Product decisions
 Branding

 Packaging

 Price decisions

 Relating price to advertising and promotion

 Distribution channel decisions

 Developing promotional strategies: push or pull?

13
BRANDING AND PACKAGING ARE LINKED

Product Decisions

BRANDING PACKAGING

Brand name Advertising Has become Often


commun- creates and increasingly customers’
icates maintains important first
attributes brand equity exposure to
and meaning product

14
PRICING DECISIONS

What consumers give


Factors the firm must
up to purchase a
consider
product or service

Costs Price Variable


Time

Demand
Mental activity
Competition

Behavioral effort
Perceived value
15
DISTRIBUTION CHANNEL DECISIONS

Selecting

Distribution
Channel Managing
Decisions

Motivating
16
DISTRIBUTION INTERMEDIARIES

Brokers

Distributors
Distribution
Channel
Intermediaries
Wholesalers

Retailers 17
PROMOTIONAL STRATEGY: PUSH OR PULL?

Push Policy Pull Policy

Producer Producer

Wholesaler Wholesaler

Retailer Retailer

Consumer Consumer
18

Information Flow
19

Vous aimerez peut-être aussi