imc

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Marketing Promotions Process Model
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Opportunity Analysis

• Market Opportunities
• Areas with favorable demand trends
• Customer needs not being satisfied
• Where it can compete effectively
• Market is rarely just one group, but many
  segments
• Develop different programs targeting each segment

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Competitive Analysis

• Types of competition (ex. in Airline Category)
• Direct (e.g. Delta, United, Lufthansa, Singapore)
• Indirect (e.g. Amtrak, Greyhound, Avis)
• Competitive Advantage
• Something special giving edge over competition
• Superior customer service / High quality product
  / Low cost / Memorable advertising
• Analyze competitive marketing programs (including
  foreign competition)

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The Target Marketing Process
Identify markets with unfulfilled needs
Determine market segmentation
Select a market to target
Position through marketing strategies
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Identifying Markets

• Identify specific needs of groups of people
  (segments)
• Select segment to target
• Develop programs to each segment
• Understand consumers as much as possible to
  design programs to meet their needs

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Bases for Market Segmentation
Usually one major basis and 1-2 minor bases used
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Selecting a Target Market

• Determine how many segments to enter

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Determine which segments have the greatest
potential
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• Opportunities for growth
• Competition
• Own ability to compete

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Market Coverage Alternatives
Concentrated
Undifferentiated
Differentiated
One product to everyone
Capture large share of one segment
Different strategies for different segments
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Market Positioning

• Fitting the product to one or more segments of
  the market in such away as to set it apart from
  competition
• Image that comes to mind and attributes consumers
  think of (e.g.. Volvo Safety)

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Approaches to Positioning

• Approaches
• Focusing on the consumer
• Linking the product with the benefits the
  consumer will derive
• Focusing on competition
• Positions the product by comparing the benefit it
  offers versus the competition

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Positioning Strategies
Attributes and Benefits
Price/Quality
Use/Application
Product Class
Product Users
Competitors
Cultural Symbols
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Positioning by Cultural Symbol
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Repositioning

• Alter a brands positioning
• Declining sales
• Anticipated opportunities in other market segments

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The Marketing Planning Program
ProductDecisions
Distribution Channels
PriceDecisions
Promotional Strategy
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Product Decisions
More than physical object has functional or
psychological benefits
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Pricing Decisions
What consumers give up to buy a product or service
Factors to consider
Costs
Time
Demand
Mental activity
Competition
Behavioral effort
Perceived value
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Relating Price to Ads and Promotions
Price must be consistent withperceptions of the
product
Higher prices communicatehigher product quality
Lower prices reflect bargainor value
perceptions
Price, advertising, and distribution must be
unified in identifying product position
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Distribution Channels

• MARKETING CHANNELS
• Sets of interdependent organizations involved in
  the process of making a product available for
  purchase

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Channels and Image

• Where product is distributed sends an image to
  consumers

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Types of Channels

• Direct
• Sell directly to consumer (e.g. Avon, Tupperware)
• Driven by direct-response ads, telemarketing, the
  Internet
• Often used when selling expensive and complex
  products (e.g. industrial products)
• Indirect
• Network of wholesalers and/or retailers who sell
  to consumers (e.g. Kraft to Shop Rite to you)

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Promotional Strategies

• Promotional Push
• Persuade retailers to stock merchandise and
  promote products to consumer
• Trade advertising motivates retailers to purchase
  product to sell to consumers
• Promotional Pull
• Use advertising and sales promotion to consumer
• Create demand among consumers to request product
  from retailer

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Push vs. Pull Strategies
CONSUMERS

Pull Strategy
Push Strategy
RETAILERS

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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