Matakuliah
Tahun
:G0384/Public Relations
: 2006
Intro to IMC
pertemuan 17-18
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2
What is Marketing ?
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9-Core Elements of Marketing
(mind-share)
(market-share)
STRATEGY
TACTIC
Explore
Positioning
'BEING'
STRATEGY
1
2
Engage
Differentia
tion
'CORE' TACTIC
3
4
5
6
7
8
9
Process
VALUE
'ENABLER'
VALUE
(heart-share)
Execute
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1. WHAT IS SEGMENTATION?
“Segmentation is the process of partitioning markets into groups of potential customers
with similar needs and/or characteristics who are likely to exhibit similar purchase
behavior.”
(Art Weinstein, 1994)
2. THE BENEFITS OF SEGMENTATION
* Design the responsive products to meet the needs of marketplace.
* Determine
strategies.
effective
and
cost-efficient
marketing
communications
* Evaluate company’s market position and market competition.
* Provide insight on present marketing strategies.
3. THE METHODS OF SEGMENTATION
* Geographic Segmentation
* Demographic Segmentation
* Psychographic Segmentation
* Behavioral Segmentation
* Individual Segmentation
* Hybrid Segmentation
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THE SEGMENTATION METHOD VARIABLES
Geographic
Sample Characteristics
City size
Under 1,000,000; 1,000,000-2,000,000;
2,000,000 or over
Density
Urban, suburban, rural
Region
Java, Sumatera, Bali, Tokyo
Your Customers‘Characteristics
State
Other :
Demographic
Sample Characteristics
Age
Under 6, 6-11, 12-19, 20-34, 35-49, 50-64, 65+
Sex
Male, Female
Family size
1-2, 3-4, 5+
Family life cycle
Young single; young married no children;
young married youngest child under 6;
young married youngest child 6 or over;
older married with children; older married
no children under 18; older single; other
Expenditure
$700 or over;
$500-700;
$300-500;
$200-300;
$150-200;
$100-150;
$100 or under
Occupation
Professional and technical; managers,
officials, and proprietors; clerical, sales;
craftspeople, foreman; operatives; farmers;
retired; students; housewives; unemployed
Education
SD, SLTP, SMU, Perguruan Tinggi
Your Customers' Characteristics
Other :
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Psychographic
Sample Characteristics
Social class
lower lower, upper lower, working class,
middle class, upper middle, lower upper,
upper upper
Personality
Active, impulsive, sociable, reliable,
predictable, family-oriented
Lifestyle
Survivors, Sustainers, Belongers,
Emulators, Achievers, I am mes,
Experentials, Societally Conscious.
Behavioral
Sample Responses
Your Customers' Responses
Occasions for use
Regular occasion, special occasion
User status
Nonuser, ex-user, potential user,
first-time
user, regular user
Loyalty status
None, medium, strong, absolute
Your Customers' Characteristics
Other :
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Marketing Communication?
PLACE
CONTACT
VALUE PACKAGE
PRODUCT
PRICE
P O I N T
PROMOTION
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What is Marketing
Communications?
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Marketing Communications
Communications with target audiences on
all matters that affect marketing and
business performance. Involves the
management of the marketing
communications mix.
Target Audience
Those individuals or groups that are
identified as having direct or indirect
effect on business performance, and are
selected to receive marketing
communications
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Advertising
The use of paid mass media, by an
identified sponsor to deliver marketing
communications to target audiences.
Promotions
Terms used interchangeably with
marketing communications. Traditionally
identified as one of the four key
components of marketing.
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Marketing Communications Mix
The range of activities/tools available to
an organization to communicate with its
target audiences on all matters that affect
business performance.
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Overlapping Categories
Public
Relation
Public
Relation
Advertising
Advertising
Sales
Promotions
Sales
Promotions
Personal
Selling
Personal
Selling
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Corporate Communications
Marketing and other business
communications about the organization
to selected target audiences.
Marketing Mix
Range of marketing activities/tools that an
organization combines and implements to
generate a response from the target
audience.
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Integrated Marketing Communications Mix
In this simplest form, the process of
INTEGRATING all elements of the
marketing communications mix
across all customer CONTACT
POINTS to achieve greater brand
COHERENCE.
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Database Management
The interactive management and
maintenance of accurate customer and
prospect customers information, competitor
information, market information, and internal
company information.
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Customer Contact Management
The strategic and tactical tasks involved in
the management of positive, ‘personal’
communication between an organization
and its audiences; recognizing this should
be complementary to image and brand
management.
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Publics
Term favored by the public relations
profession, referring to the many target
audiences that communications may be
focused towards.
Segment
Group of individuals who are expected to
respond in a similar way to an organization’s
marketing activity.
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Decision-Making Unit (DMU)
Also known as the Decision-Making Group, the DMU
concept recognizes the involvement of a range of
people in the decision-making process. The group may
be formally organized, such as in a business-tobusiness purchase context, but more frequently is an
unorganized group who influence the decision to buy.
The DMU comprises a number of ‘players’ that may be
described in slightly different terms by different
authors, e.g. influencers, gatekeeper, specifier, decider,
buyer and user.
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Selecting Multiple Target Audience Members
END
CUSTOMERS
OPINION LEADERS
AND INNOVATORS
TARGET MARKET
Trade
Customers
CONSUMERS
Internal to the
organization
External to the
organization
TRADE
OTHER
PUBLICS
OTHERS
DMU
MEDIA
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The Communication Process
Sender
Who?
Message
Says What?
Receiver
Media
By Which
Means?
To
Whom?
With what
effect?
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The marketing communications process model
Not received
Sender
source
Message
content
Media
carrier of the
message
The communicator loop
ENCODING
Noise
DECODING
Noise
FEEDBACK
Noise
Encoding
Decoding
“Word of mouth”
Noise
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One-Way Communications
Communications from a sender to a
receiver with no feedback or dialogue.
Two-Way Asymmetric Communications
Communications from a sender to a
receiver with little or delayed feedback,
producing a non-direct dialogue.
Two-Way Symmetric Communications
Direct dialogue between a sender and
receiver of communications.
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What is Integrated Marketing
Communications?
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Features of IMC
• Clearly identified marketing communications objectives which are
consistent with other organisational objectives
• Planned approach which covers the full extent of marketing
communications activities in a coherent and synergistic way
• Range of target audiences – not confined just to customers or
prospects nor just to imply end customers but include all selected
target audience groups. These may by any specified public or group of
publics (stakeholders, consumers, customers and influencers of
customers and consumers, both trade and domestic
• Management of all forms of contact which may form the basis of
marketing communications activity. This involves any relevant
communication arising from contact within the organisation and
between the organization and its publics
• Effective management and integration of all promotional activities and
people involved
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Build on Clear Card
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Features of IMC (con’t)
•Incorporate all product/brand and corporate marketing communications
efforts
•Range of promotional tools – all elements of the promotional mix
including personal and non personal communications
•Range of messages – brand propositions should be derived from a
single consistent strategy. This does not imply a single, standardised
message and the integrated marketing communications effort should
ensure that all messages are determined in such a way as to work to
each other’s mutual benefit or at least minimise incongruity
•Range of media – any vehicle able to transmit marketing communication
messages and not just mass media
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Benefits of integrated marketing communications
• Creative integrity
• Consistent messages
• Unbiased marketing recommendations
• Better use of media
• Greater marketing precision
• Operational efficiency
• Cost savings
• High-caliber consistent service
• Easier working relations
• Great agency accountability
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4Es of IMC
• Economical – least cost in the uise of financial and
other resources, not wasteful
• Efficient – doing things right, competent, not
wasteful
• Effective – doing the right things, producing the
outcome required, not wasteful
• Enhancing – improve, augment, intensify
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Negative Synergy
Term used to represent the negative
effects of not achieving synergy between
integrated marketing communications
elements. Lack of integration may not
merely result in no synergistic benefits,
but may actually result in detrimental
consequences that could be caused
through confusion, lack of effectiveness
and efficiency, or misunderstanding.
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4Cs of IMC
• Coherence – logically connected, firmly stuck
together
• Consistency – not self-contradictory, in agreement,
harmony, accord
• Continuity – connected and consistent over time
• Complementary communications – producing a
balanced whole, supportive communiations
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