Transcript PPT chapter 07 - McGraw Hill Higher Education

Chapter 7
Planning for IMC
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Learning objectives
1. To understand the role of planning in an
organisation’s IMC program.
2. To understand the role of target
marketing, segmentation and positioning
in planning for an IMC program.
3. To explore the concepts and models of
IMC planning.
4. To demonstrate the strategic importance
of account planning in advertising.
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Marketing
plan
Situation
analysis
IMC
audit
Planning
process
Future of
planning
Planning
for IMC
Role of
planner
Data for
planning
Identifying
markets
IMC
strategic
decisions
Account
planning
Market
segmentation
Selecting
target market
Positioning
IMC planning
Consumer
insight
Outside-in
Zero-based
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The best job in the world
Source: Courtesy of Tourism Queensland
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The best job in the world (cont.)
Source: Courtesy of Tourism Queensland
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IMC defined
By definition, IMC involves the process of:
planning, executing, evaluating
and controlling the use of the
various communications tools to
effectively communicate with
target audiences.
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Review of the marketing plan
Situation analysis
Marketing objectives
Marketing strategy and program
Implementation program
Performance evaluation
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IMC situation analysis
Internal factors
1. Promotional
capabilities
2. Prior promotional
programs
3. Brand image
4. Strengths and
weaknesses of
product or service
External factors
1. Customer analysis
2. Competitive
analysis
3. Environmental
analysis
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David Jones
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The IMC audit
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IMC Audit
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Marketing
plan
Situation
analysis
IMC
audit
Planning
process
Future of
planning
Planning
for IMC
Role of
planner
Data for
planning
Identifying
markets
IMC
strategic
decisions
Account
planning
Market
segmentation
Selecting
target market
Positioning
IMC planning
Consumer
insight
Outside-in
Zero-based
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Market segmentation and
targeting
Market segmentation is the process of dividing up
a total market into distinct groups that:
1) have common needs
2) will respond similarly to a marketing action.
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The target marketing process
Identifying markets with unfulfilled needs
Determining market segmentation
Selecting market to target
Positioning through marketing strategies
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Market segmentation and
targeting (cont.)
Narrow markets
results in fewer
customers and
may be too small
to be viable.
A broad market
means more
customers, but
presents a
challenge for
identifying
common needs.
Market served
A key question is how far to go
in the segmentation process
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IMC strategic decisions
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Beer is beer?
Popular
Imports
Domestic specialties
Premium
Light
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Bases for segmentation
Psychographic
Demographic
Customer
characteristics
Socioeconomic
Geographic
Behaviour
Usage
Outlets
Buying
situation
Awareness
Awareness
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Benefits
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Market segmentation
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Demographic segments
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Behaviouristic segmentation
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Benefit segmentation
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Selecting a target market
Target market selection
Two key questions
Which segments
offer greatest
potential?
How many segments
to enter?
(coverage strategy)
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Market coverage strategy
Undifferentiated marketing
Single product or service offered to
the whole market; no segmentation
P1
P2
Differentiated marketing
Develop different products for
different segments;
segmentation, no targeting
Concentrated marketing
Focus on single market or a
few markets; segmentation
and targeting
P3
P4
P1
P1
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Developing a positioning strategy
What position do
we have now?
Does our creative
strategy
match it?
The
position
Do we have the
tenacity to stay with
it?
Do we have the
money to do the
job?
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What position do
we want to own?
From whom must
we win this
position?
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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?
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Positioning by product user
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Positioning by competitor
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Developing a positioning platform
1.
Identify the competitors
2.
Assess consumers’ perceptions of competitors
3.
Determine competitors’ current positions
4.
Analyse consumer preferences
5.
Make the positioning decision
6.
Monitor the position
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Positioning decisions
Is the current position
strategy working?
Is the segmentation
strategy appropriate?
The
checklist
How strong is the
competition?
Are there sufficient
resources to
communicate the
position?
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Positioning strategy
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Marketing
plan
Situation
analysis
IMC
audit
Planning
process
Future of
planning
Planning
for IMC
Role of
planner
Data for
planning
Identifying
markets
IMC
strategic
decisions
Account
planning
Market
segmentation
Selecting
target market
Positioning
IMC planning
Consumer
insight
Outside-in
Zero-based
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Outside-in planning
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Zero-based planning
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IMC strategy
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IMC planning
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Account planning
Account planning is ‘the marketing services agency
discipline that researches and defines the client’s offering in
the marketplace; applies strategic thinking, grounded in
intelligence and insights, to campaign planning.'
Role of
account planner
Strategy
development
Researcher
Link between
service staff &
creative
(inspire creative
insights)
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Big ideas
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Data for planning
Background
research
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Developing the consumer insight
Is the insight fresh?
New? Innovative?
Is it relevant? Does it
resonate with
consumers?
The
consumer insight
Is it enduring? Is it built on a
deep understanding of
consumers’ beliefs and
needs so that it will endure?
Is it inspiring? Does it excite
the team and inspire
different applications?
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Future of account planning
 Increasing recognition of consumers’ emotional
attachment to products and brands
 Sustainability—embedding in strategy and
operations
 Extensions to boundaries of planning
 communications across non-traditional channels
 alignment of media strategy and planning
 integration of account planning and IMC planning
 rise of super planners
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Sustainability
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Summary and conclusions
 Great ideas begin with clever planning.
 Key strategic decisions include:
 segmentation and targeting
 positioning
 developing the customer insight
 creative strategy.
 Strategic planning should lead to a deep
consumer insight that inspires great creative
ideas.
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