Transcript The Position

The Role of IMC in the
Marketing Process
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketing and Promotions Process Model
Opportunity
analysis
Identifying
markets
Product
decisions
Promotional
Promotional
decisions
decisions
Competitive
analysis
Market
segmentation
Target
marketing
Pricing
decisions
Channel-ofdistribution
decisions
Selecting a
target market
Promotion
to final
buyer
•• Advertising
Advertising
•• Direct
Direct
marketing
marketing
•• Interactive
Interactive
marketing
marketing
•• Sales
Sales
promotion
promotion
•• Publicity
Publicity
and
and public
public
relations
relations
•• Personal
Personal
selling
selling
Internet/
Interactive
Promotion
to trade
Purchase
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
• Consumers
• Businesses
Resellers
Positioning
through
marketing
strategies
Ultimate
consumer
Test Your Knowledge
Factors that influence the decision as to how far the
segmentation process should go include:
A)
whether the segment is accessible
B)
whether sufficient funds exist for
developing the necessary advertising
campaign
C)
the availability of media that reaches the
segment
D)
the ability of the sales force to reach the
segment
E)
all of the above
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Target Marketing Process
Identify markets with unfulfilled needs
Determining market segmentation
Selecting market to target
Positioning through marketing strategies
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Beer is Beer? Not Really!
Popular
Imports
Domestic specialties
Premium
Light
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The Marketing Segmentation Process
Find ways to group consumers
according to their needs.
Find ways to group marketing actions - usually the
products offered - available to the organization.
Develop a market/product grid to relate the market
segments to the firm’s products and actions.
Select the product segments toward which the firm
directs its marketing actions.
Take marketing actions to reach target segments.
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Bases for Segmentation
Psychographic
Demographic
Customer
Characteristics
Socioeconomic
Geographic
Behavior
Usage
Outlets
Buying
Situation
Awareness
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Benefits
Examples of Some PRIZM Clusters
HIGH
$
LOW
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Test Your Knowledge
The key factor in communicating information about a
brand and differentiating it from competitors is:
A)
its perceived price differential
B)
its integrated promotional strategy
C)
the market positioning strategy assigned
it by its manufacturer
D)
its distribution intensity
E)
the benefits the brand offers
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Developing a Positioning Strategy
What
What position
position do
do
we
we have
have now?
now?
Does our creative
strategy
match it?
What
What position
position do
do
we
we want
want to
to own?
own?
The
Position
Do we have the
tenacity to stay
with
with it?
it?
From
From whom
whom
must
must we
we win
win this
this
position?
Do we have the
money to do the
job?
job?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Positioning Strategies
How should
we position?
By Attributes and Benefits?
By Price or Quality?
By Use or Application?
By Product Class?
By Product User?
By Competitor?
By Cultural Symbols?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Developing a Positioning Platform
1.
Identify the competitors
2.
Assess perceptions of them
3.
Determine their positions
4.
Analyze consumer preferences
5.
Make the positioning decision
6.
Monitor the position
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Positioning Decisions
Is the current
position strategy
working?
Is the segmentation
strategy
strategy
appropriate?
appropriate?
The
Checklist
How strong is the
competition?
Are there sufficient
resources to
communicate the
position?
position?
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Branding and Packaging Work Closely Together
Product Decisions
BRANDING
Brand
name
communicates
attributes
and
meaning
PACKAGING
Advertising
creates and
maintains
brand
equity
Packaging
has become
increasingly
important
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
It’s often
customers’
first
exposure to
product
Pricing Must Be Coordinated with Other Factors
Pricing
Considerations
Price must be consistent with
perceptions of the product
Higher prices communicate higher
product quality
Lower prices reflect bargain or
“value” perceptions
Price,
Price,advertising
advertisingand
anddistribution
distributionbe
mustunified
be unified
in in
identifying the product position
A product positioned as high quality
while carrying a lower price than
competitors will confuse customers
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Distribution is a Vital Link in the Chain
Selecting
Distribution
Channel
Decisions
Managing
Motivating
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The “Middleman” Can Play a Key Role
Brokers
Independent
Channel
Intermediaries
Distributors
Wholesalers
Retailers
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Push Versus Pull
Push Policy
Pull Policy
Producer
Producer
Wholesaler
Wholesaler
Retailer
Retailer
Consumer
Consumer
Information Flow
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
An ad in a publication aimed at veterinarians
explaining why they should recommend Eukanuba cat
food to the owners of all the cats they treat 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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotion to Push Goods Through Channels
PUSH
Point of sale displays, racks, stands
Trade deals, special displays
Dealer premiums, prizes, gifts
Cooperative advertising deals
Advertising materials, mats, inserts
Push money or “spiffs"
Collaterals, catalogs, manuals
Company conventions, meetings
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Promotion to Pull Goods Through Channels
PULL
Sampling, free trial
Cents-off promotions
Cents-off coupons
Combination offers
Premiums or gifts
Contests, sweepstakes
Point-of-purchase
Trading stamps
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin