Class 6: IMC Planning
Contents
How does IMC planning work?
6 steps in IMC planning process
Internal marketing and why is it
important in the IMC plan?
IMC
IMC is like an orchestra...
Why do we need a plan?
1
2
3
4
5
To provides a rational process for identifying the most important
communication issues
To informs everyone involved with marketing
communication
To helps ensure that MC is integrated and focused to issues
To creates a benchmark for measuring results
To helps identify budget and expected return
Planning throughout organization
Corporate level –Business plan
- Focus on maximize profit and shareholder value (Key of
organization’s objective)
- Profit, brand equity, company’s share price (public comp
Department level– individual
any) department plan
- Production/ operation, human resources, financia
l, marketing and sales
- Focus on sales and market shares
- Related to strategies of launching new product, li
ne extension and
Function in department
expanding
market
- MC planning
- Focus on customer relationship (acquisition
& retention), brand awareness, brand knowl
edge, trial, repeat purchase and customer s
atisfaction
- Larger company  set budget for each MC
Planning throughout organization
Functions within
department:
i.e. marketing dpt.
(sales promotion, PR,
ad, direct
marketing
Department level:
i.e. marketing plan,
financial plan, etc
Corporate Level:
Revising business
plan
Zero-based planning
Zero-based planning: a process that determines marketing
objectives and strategies which based on current brand and
current market place conditions.
starting from zero.
Zero-base
budgeting
Zero-based budgeting an approach to plan
and determines the strategy
that reverse the traditional budgeting by mainl
y focus on current situation
of brand and market conditions.
Zero-based planning
Because….
competitors and distribution channel are
constantly changed;
as are consumers’ wants and needs
IMC Plan: 6 Steps
Step 1: Identify Target Audiences
Step 2: Analyze SWOT
Step 3: Determine Marketing Communication Objectives
Step 4: Develop Strategies & Tactics
Step 5: Set the budget
Step 6: Evaluate effectiveness
Step 1: Identify Target
nerds
Who are you selling to?
What do they like?
Where do they go?
What do they do?
1
punk girls
SEGMENTING
key: grouping
K-pop kiku girls
suay suay pretty
girls
2. TARGETING
key: selecting
3.
analyze demographics, psychographics, lifestyle, needs & wants
Step 2: Analyze SWOT
SWOT: The analysis of marketplace situation.
structured evaluation of...
internal strengths and weaknesses & external opportunities and threats
Strengths
Weaknesses
brand’s innovativeness, convenience, brand image, positioning, financial
strength, product, etc
Opportunities
Threats
social, market, economic conditions that alter customers’ attitudes about a
company and its products
SWOT Analysis Example
SWOT Analysis lead to problem recognition…..
Problems
- Low brand/ product
awareness
- Low brand preference
How to solve…?
-Increase brand/ product
awareness
- Enhance brand
preference
What you want to solve…… will become
your Communication Objectives
Step 3: Determine MC Objectives
Based on your SWOT analysis, you can form objectives... things you’d like to
achieve for the brand.
Objective = goal (what marketers want to accomplish with MC
S
M
Specific
Measurable
A
R
Attainable/
Achievable
Relevant
(Challenging)
T
Timely
Communication objective VS
Marketing Objective
Communication Objective
Focus on attitude
of
customer and pro
spect
Behavior Desired
Request information
Sample product
Marketing
Focus
on Objective
behaviors
, what
companies want cu
stomers and prosp
ects to “Do”
Measurable (“Do”) Objectives
Receive 10,000 requests a month for
new product brochure
Distribute samples to 35 % of target
household
Step 4: Develop Strategies &
Tactics
Strategy
Tactic
Strategy Development
Determine which MC functions & which media
you’re going to use
Marketing mix + media mix
How each MC Function & Medium will be used
Form creative ideas &Message
Mood, tone, manner
Step 5: Budgeting
How would you allocate the budget?
Step 6: Evaluate
Effectiveness
Did you meet your objectives?
Some ways to measure effectiveness...
surveys
market testing
sales
market share
brand awareness
brand recognition tests
so many other tools!
role of feedback
Internal Marketing
Internal Marketing
internal marketing: an ongoing effort to involve employees in the planning process,
communicate the plan to them and receive their support
encourage everyone to suggest
better way deal with consumer
listen
empower
inform
Ex: intranet/ extranet
authorize employees to make
decision to help consumer
Final Note:
In order to create a truly
focused marketing campaign,
everyone must be on the
same page!