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The Role of IMC in the

Marketing Process
To know the various decision areas under each element of
the marketing mix and how they inuence and interact
with advertising and promotional strategy
To understand the marketing process and the role of
advertising and promotion in an organizations integrated
marketing program
To recognize the role of market segmentation and its use
in an integrated marketing communications program
To understand the use of positioning and repositioning
To understand the concept of target marketing in an
integrated marketing communications program

The advent of 21st century has

marked a sharp change in almost all
fields of life, including business
strategies. The old strategies, beliefs
and tactics of marketing and selling a
product are no longer valid in todays
world. New techniques and
technologies have emerged on the
surface of the business arena and
have become important for effective
marketing strategies.

Marketing and promotions process


Four major Components Marketing and promotions process model

Marketing strategy & analysis

Target Marketing Process
Developing the Marketing Planning
The Role of Advertising and

Marketing strategy &

Any organization that wants to
exchange its products or services in
the marketplace successfully should
have a strategic marketing plan to
guide the allocation of its resources.
A strategic marketing plan usually
evolves from an organizations
overall corporate strategy and serves
as a guide for specific marketing
programs and policies.

Components of Marketing
strategy & analysis
Opportunity Analysis
A careful analysis of the marketplace should lead to
alternative market opportunities for existing product lines
in current or new markets, new products for current
markets, or new products for new markets
Market opportunities are areas where there are
favourable demand trends, where the company believes
customer needs and opportunities are not being satisfied,
and where it can compete effectively
Athletic-shoe companies such as Nike, Reebok, and
others see the shoe market as an opportunity to broaden
their customer base both domestically and internationally
real tropicanna

Competitive Analysis
In developing the firms marketing strategies and
plans for its products and services, the manager must
carefully analyse the competition to be faced in the
This may range from direct brand competition (which
can also include its own brands) to more indirect
forms of competition, such as product substitutes
An important aspect of marketing strategy
development is the search for a competitive
advantage, something special a firm does or has that
gives it an edge over competitors
Eg coco cola pepsi/ tide rin/ barley,kellogs oats

Target Market Selection

After evaluating the opportunities presented by various market
segments, including a detailed competitive analysis, the company
may select one, or more, as a target market.
This target market becomes the focus of the firms marketing
effort, and goals and objectives are set according to where the
company wants to be and what it hopes to accomplish in this
Marketers rarely go after the entire market with oneproduct,
brand, or service offering. Rather, they pursue a number of
different strategies, breaking the market into segments and
targeting one or more of these segments or marketing and
promotional efforts.
This means different objectives may be established, different
budgets may be used, and the promotional-mix strategies may
vary, depending on the market approach used

The Target Marketing Process

Because few products can satisfy the

needs of all consumers, companies
often develop different marketing
strategies to satisfy different
consumer needs.
The process by which marketers do
this is referred as target marketing

Identifying Markets
Target market identification isolates consumers
with similar lifestyles, needs, and the like,
and increases our knowledge of their specific
The more marketers can establish this common
ground with consumers, the more effective
they will be in addressing these requirements
in their communications programs
and informing and/or persuading potential
consumers that the product or service
offering will meet their needs

Market Segmentation
The segmentation process involves five distinct steps:
Finding ways to group consumers according to their
Finding ways to group the marketing actionsusually
the products offered
Developing a market-product grid to relate the
market segments to the firms products or actions
Selecting the target segments toward which the firm
directs its marketing actions
Taking marketing actions to reach target segments

Different Segmentation with Examples:

Geographic: Bennett, Coleman and Co. Ltd
divided markets according to geographical units
for their tabloids
Demographic: Age: HUL launched Pepsodent
kids toothpaste, GSKs Women Horlicks, Gender:
HUL Fair & Lovely, Emami Fair and Handsome
Psychographic: personality: Raymond
advertises its fabrics with the tag The Complete
Man. and/or lifestyles (VALS): Mercedes
Behavioristic: usage: Sony Play Station,
benefit: Peter England- wrinkle free trousers