Role of IMC in the Marketing Process

Advertising

Marketing Promotions Process Model

Opportunity Analysis

Competitive

Analysis

Target Marketing

Identifying Markets

Market Segmentati

on

Positioning through

marketing strategies

Selecting a Target Market

Product Decisions

Pricing Decisions

Channel of

Distribution

Decisions

Promotional Decisions• Advertisin

g• Direct

Marketing• Sales• Promotio

n• Publicity

and PR• Personal

Selling

Ultimate Consumer• Consume

rs• Businesse

s

Rese

llers

Marketing Strategy

and Analysis

Target Marketing Process

Marketing Planning Program Development Target Market

Promotion to final buyer

Promotion to Trade

Marketing Strategy and Analysis Overall corporate strategy and

serves as a guide for specific marketing program and policies

Based on a situation analysis – detailed assessment of current market conditions

Marketing Strategy and AnalysisOpportunity Analysis Market Opportunities – areas where

there are favourable demand trends. Carefully examining the market

place and noting demand trends and competition and various market segments

Marketing Strategy and Analysis Competitive Analysis

Carefully analysing the competition, direct and in-direct

Marketers must recognize they are competing for the consumer’s discretionary income therefore must understand the various ways potential customers choose to spend their money

Search for the organization’s competitive advantage

Target Market Selection

A target market is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element of a marketing strategy. 

Target Marketing Process

Identifying markets with unfulfilled needs

Determining Market Segmentation

Selecting a Market to Target

Positioning through Marketing Strategies

Target Marketing Process

Identifying Markets Marketer identifies the specific the

specific needs of group of people or segments, selects one or more of these segments as a target and develop marketing programs directed to each.

Determining Market Segmentation Market Segment - a group of customers

with a common need Bases of segmentation

Geographic – by region or area Demographic – by age, gender, family size,

education, income, and social class Psychographic – by personality, and/or lifestyles Behavioural - by usage, loyalties, or buying

responses Benefit - by basis of of attributes sought in a

product

Process of Segmenting a Market Determining how many segments to

enter Market coverage alternatives to

consider:▪ Undifferentiated Marketing –ignoring

segment differences and offering just one product or service▪ Differentiated Marketing – marketing to a

number of segments developing separate marketing strategies for each▪ Concentrated Marketing – firm selects one

segment and attempts to capture a large share of this market

Process of Segmenting a Market Determine which segments offer

potential Selecting the most attractive segment –

examine sales potential, opportunities for growth, competition, and own ability to compete.

Positioning through Marketing Strategies Positioning - Image of the product

and or brand relative to competing products or brands

Positioning Strategies

By Product Attributes and Benefits – based on specific characteristics of the product

By Price/Quality By Use or Application – specific use or

application By Product Class – rather than position

against another brand, position against another product category

By Competitor By Cultural Symbols

Repositioning

Occurs because of declining sales or stagnant sales

Reinvent the identity of the brand

Determining the Position Strategy Identify Competitors Assessing Consumer’s Perception of

competitors Determining Competitors’ Position Analysing Consumer Preferences Making the positioning decision Monitor the position

Product Decisions

Branding Packaging Price Advertising