CH 2
The Role of IMC in the
Marketing Process
2-1
Geico Marketing Success
Strong brand image and strong IMC programs
2-2
Marketing & Promotions Process Model
2-3
Marketing Strategy and Analysis
Strategic Marketing Plan
Opportunity
Analysis
Competitive
Analysis
Target
Market
Selection
2-4
The Target Marketing Process
Identify markets with unfulfilled needs
Determine market segmentation
Select a market to target
Position through marketing strategies
2-5
Target Market Identification
Isolate Consumers With Similar…
Social class
Lifestyles
Economic status
Geographic
location
Marital status
Age
Needs
2-6
Market Segmentation
• Dividing a market into distinct
groups
•With common needs
•Who respond similarly to a
marketing situation
2-7
Bases for Market Segmentation
Demographic
Geographic
Socioeconomic
Psychographic
2-8
http://www.sciencedirect.com/science/article/pii/S0967070X08000206
2-9
2-10
Demographic Segmentation Ad
The majority of Profile’s
readership is developed inhouse and is carefully
maintained to include a variety
of market segments, such as:
• Architecture & Engineering
• Finance
• Insurance
• Construction
• Food & Beverage
• Marketing
• Retail
• IT & Data
2-11
PRIZM Social Groups
HIGH
$
LOW
2-12
Selecting a Target Market
1
Determine how many
segments to enter
2
Determine which segments
have the greatest potential
2-13
Segments
Undifferentiated
Concentrated
Differentiated
2-14
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
competition
2-15
Positioning Strategies
Attributes and Benefits
Price/Quality
Use/Application
Product Class
Product Users
Competitors
Cultural Symbols
2-16
The Marketing Planning Program
Product
Decisions
Promotional
Strategy
Distribution
Channels
Price
Decisions
2-17
Branding Goals
Build &
maintain
brand
awareness
and interest
Develop &
enhance
attitudes
toward the
company,
product, or
service
Build &
foster
relationships
between the
consumer
and the
brand
2-18
Branding
Brand Identity
vs.
Brand Equity
2-19
Packaging Creates Image
2-20
Pricing Decisions
Factors the firm
must consider
What consumers
give up to buy a
product or service
Costs
Time
Demand
Mental activity
Competition
Behavioral effort
Perceived value
2-21
Relating Price to Ads and Promotions
perceptions of the product
What does higher price communicate?
What does lower prices communicate?
2-22
Channels and Image
• CHANNELS: Sets of interdependent
organizations involved in the process of
making a product or service available for
use
• Channels can impact communication
objectives
• Image
• Store displays
• Point-of-purchase merchandising
• Shelf footage
2-23
Push vs. Pull Strategies
2-24
Test Your Knowledge
An ad in a publication aimed at veterinarians
explains why they should recommend Eukanuba
cat food to the owners of the cats they treat.
This is an example of:
A) Consumer advertising
B) A promotional pull strategy
C) A harvesting strategy
D) A consumer promotion
E) A promotional push strategy
2-25