Transcript Strategic Marketing Plan - McGraw Hill Higher Education

2
The Role of IMC in the
Marketing Process
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Emirates Airlines 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
Gender
Region
Income
Age
City size
Education
Race
Metropolitan area
Occupation
Life stage
Density
Birth era
Household size
Psychographic
Residence tenure
Personality
Marital status
Values/Lifestyle
2-8
Geographic Segmentation
Big Red targets a specific geographic region
2-9
Demographic Segmentation Ad
2-10
Benefit Segmentation Ad
2-11
PRIZM Social Groups
HIGH
$
LOW
2-12
Test Your Knowledge
All of the following are considered market
coverage alternatives except:
A) Undifferentiated
B) Differentiated
C) Concentrated
D) Dispersed
2-13
Selecting a Target Market
1
Determine how many
segments to enter
2
Determine which segments
have the greatest potential
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Segments
Undifferentiated
Concentrated
Differentiated
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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
2-16
Positioning Strategies
Attributes and Benefits
Price/Quality
Use/Application
Product Class
Product Users
Competitors
Cultural Symbols
2-17
Positioning by Cultural Symbol
2-18
The Marketing Planning Program
Product
Decisions
Promotional
Strategy
Distribution
Channels
Price
Decisions
2-19
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
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Branding
Brand Identity
vs.
Brand Equity
2-21
Branding and Packaging Decisions
BRANDING
Brand
name
communicates
attributes
and
meaning
Advertising
creates
and
maintains
brand
equity
PACKAGING
Has become
increasingly
important
Often the
customers’
first
exposure
to product
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Packaging Creates Image
2-23
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
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Relating Price to Ads and Promotions
Price must be consistent with
perceptions of the product
Higher prices communicate
higher product quality
Lower prices reflect bargain
or “value” perceptions
Price, advertising, and distribution must
be unified in identifying product position
2-25
Market Channels
Sets of interdependent
organizations involved in the
process of making a product
or service available for use
2-26
Channels and Image
• Channels can impact communication
objectives
• Image
• Store displays
• Point-of-purchase merchandising
• Shelf footage
2-27
Types of Channels
• Direct
• Driven by direct-response ads,
telemarketing, the Internet
• Often used when selling expensive and
complex products
• Indirect
• Network of wholesalers and/or retailers
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Push vs. Pull Strategies
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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
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