Transcript BA230 week3-4 Campaign plan

Steps in Designing IMC Campaign
Step 1. Situational analysis: Research & Analysis
Step 2. Identifying the target audiences
Step 3. Setting budget allocations
Step 4. Setting the objectives
Step 5. Strategic decision-making: strategy
Step 6. Operational decision-making: tactics
Step 7. Campaign Management: Implementation
Step 8. Campaign evaluation: control
The IMC RABOSTIC Planning
Model
•
•
•
•
•
•
•
•
Research & Analysis
Audiences
Budget
Objectives
Strategy
Tactics
Implementation
Control
1. Situational Analysis
Researching the current
environment into which marketing
communications will fit.
“Where we are?...”
“Why are we here?...”
1. Situational Analysis
•
•
•
•
•
•
Company analysis
Competitors analysis
Consumer analysis
Market analysis
Product analysis
Problems and opportunities
SWOT Analysis
2. Identify Target Audience
Includes assessing the audience’s
perceptions of the company, product, and
competitors’ company/product image
Affects decisions related to what, how,
when, and where message will be said,
as well as who will say it
Who are we talking to?..
2. Identify Target Audience
1. Who are my customers?
2. What are they like?
3. What do they buy?
4. Where can I find them?
5. How can I reach them?
2. Identify Target Audience
Market segmentation: based on
– Demographics: age, sex, income, education,
occupation etc.
– Geographic: postcodes, city-town-village,
region, climate etc.
– Geodemographics: where they live-using
demographic data to classify neighborhoods
– Psychographics: values, attitudes,
motivations, interest, opinions, hobbies etc.
– Behavioral: benefits sought, purchase
occasion, usage, perceptions and beliefs
Target Audience
Women between 25-54 years old
Working
Salary 30.000$ +
Having a child above 12 years old
Watching channel ATV
Determined Target
Audience
3. Setting the Budget
What resources do we need?
3. Setting the Budget
Determining a budget usually involves asking
two very important questions:
– How much will it take?
– How much do we have?
Affordable
Percentage of Sales
Based on What the
Company Can Afford
Based on a Certain Percentage
of Current or Forecasted Sales
Objective-and-Task
Competitive-Parity
Based on Determining
Objectives & Tasks, Then
Estimating Costs
Based on the Competitor’s
Promotion Budget
3. Determining Objectives
Where do we want to go?...
An objective is the goal or aim or end
result that one is seeking to achieve.
From IMC point of view ; deciding what
communications are expected to achieve.
• Six buyer readiness stages
• Sales versus communications objectives
Buyer Readiness Stages
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Types of Objectives?
1. Marketing Objectives:
Refer to sales, market share,
distribution penetration, launching a
number of new products etc.
2. Communication Objectives:
Refer to how the communications
should affect mind of the target
audience (eg. generate awareness,
attitudes, intrest or trial)
Marketing Objectives
•
Increase unit sales of product/brand X
by 10 per cent over the next 12 months
•
Increase market share by 5 per cent
over the next 8 months
•
Increase distribution penetration from
25 per cent to 50 within 12 months;
•
Establish a network of distributors
covering İzmir, Ankara, İstanbul,
Antalya, Bursa
Communications Objectives
•
To increase awareness from 35 percent to 50
per cent within 8 weeks of the campaign launch
among 25-45 year-old A, B, C1 women
•
To position the service as the friendliest on the
market within 12-month period among 70 per
cent of heavy chocolate users
•
To reposition Tuborg from an old,
unfashionable, older man’s drink to fashionable
younger person’s drink over 2 years among
25-45 year-old male drinkers
•
To maintain brand X as the preferred brand (or
number one brand) of photocopiers among at
least 50 percent of current Turkish buyers in
companies with 500+ employees
5. Strategic decision-making:
strategy
How could we get there?
...provides the direction for all those
involved in the campaign to follow
Example of IMC Strategy?
Daewoo IMC strategy
Position Daewoo as the most customer-focused car company in
Turkey. Car buyers are happy with cars but unhappy with
dealers. Daewoo must own customer service. This differentiates
Daewoo.
Stage1: Build coorporate credibility through TV and motoring press
Stage2: Develop Daewoo dialogue, collecting information about
likes and dislikes about car ownership.
Stage3: Launch brand.
This necessitates integration throughout the marketing
communications and operational implementation. Advertising
will build brand awareness and direct people into Daewoo’s
telemarketing database. The complex mix includes retail design,
interactive point of sale, sales promotion, direct marketing,
database construction and management, PR and advertising.
Marketing Strategies
Strategy that
Calls for
Spending A Lot
on Advertising
and Consumer
Promotion to
Build Up (Pull)
Consumer
Demand.
Strategy
Selected
Depends
on:
Type of
Market &
Product
Life-Cycle
Stage
Strategy that
Calls for Using
the Salesforce
and Trade
Promotion to
Push the
Product Through
the Channels.
Push or Pull Strategy
• A push strategy directs communication
efforts at channel members; a pull
strategy directs promotion at the end
consumer
• Many products, such as business products,
are promoted with a push strategy,
involving personal selling and use of trade
promotions
• Most consumer products would rely more
heavily on a pull strategy where promotion
is directed at the consumer to stimulate
demand
An Illustration
Producer
Wholesaler
Retailer
Consumer
PUSH STRATEGY
Producer
Wholesaler
Retailer
Consumer
PULL STRATEGY
Product flow
Communication effort
An Illustration
Marketing Strategies
6. Operational decision-making:
tactics
What specific activities do we need to get
there?
Details of strategies
What happens, when, and for how much
The exact mix of different elements of
marketing communications
7. Implementation
Day-to-day running or
operationalisation of what the plan
intended to do when put into action
Campaign management stage
7. Implementation
• Creative implementation
• Media implementation
• Production implementation
8. Campaign evaluation
Control stage
Are we getting there?
8. Campaign evaluation
Are we getting there?
Control stage
In terms of
• Their efficiency
• Their effectiveness
• Economy
Evaluation
•
•
•
•
It starts and ends with Research
Methods for evaluating the plan.
Input/learning for next year’s plan
Methods include:
– Tracking studies
– Attitude, usage, and awareness studies
• Creative
– Recall
– Persuasion
Pretest-Post test
Pretests are conducted before
the advertisements are placed in
any medium.
Post tests determine
whether or not the
advertisements have
achieved their
intended objectives.