Introduction to Integrated Brand

Communication

Subject: Food and Beverage Advertisingand Promotion

Marketing

1) IS THE WAY A PRODUCT IS DESIGNED, TESTED, PRODUCED, BRANDED,

PACKAGED, PRICED, DISTRIBUTED AND PROMOTED.

2) AMERICAN MARKETING ASSOCIATION (2007) STATES: “MARKETING IS THE

ACTIVITY, SET OF INSTITUTIONS, AND PROCESSES FOR CREATING,

COMMUNICATING, DELIVERING AND EXCHANGING OFFERINGS THAT HAVE

VALUE FOR CUSTOMERS, CLIENTS, PARTNERS AND SOCIETY AT LARGE”

3) WHAT IS THE OBJECTIVE OF MARKETING?

THE KEY PLAYERS

1) MARKETERS (COMPANIES OR CLIENTS)

2) SUPPLIERS AND VENDORS (SUPPLY CHAIN)

3) DISTRIBUTORS AND RETAILERS

4) MARKETING PARTNERS, SUCH AS AGENCIES

TYPES OF MARKETSCONSUMER MARKETS: PEOPLE WHO BUY GOODS AND SERVICES FOR PERSONAL OR HOUSEHOLD USE.

BUSINESS TO BUSINESS (B2B): COMPANIES THAT BUY PRODUCTS OR SERVICES TO USE IN THEIR BUSINESSES OR IN MAKING OTHER PRODUCTS.

INSTITUTIONAL MARKETS: NONPROFIT ORG., HOSPITAL, GOVERNMENTS, UNIVERSITIES, ETC.

CHANNEL MARKETS: INCLUDE MEMBERS OF THE DISTRIBUTION CHAIN, WHICH IS MADE UP OF BUSINESSES – RESELLERS OR INTERMEDIARIES.

Source: Marketing Directo

SERVICES MARKETING

INTANGIBLE

CREATES MORE PERSONAL RELATIONSHIP WITH THE CUSTOMER

DOMINATES GOOD MARKETING

IT ALSO ENVOLVES THE DELIVERY PROCESS THAT MAY PRESENT MANY OPPORTUNITIES FOR MESSAGES TO BE DELIVERED.

http://www.05com.com.au/

STEPS IN THE MARKETING PLANNING PROCESS

STEP 1) RESEARCH THE CONSUMER MARKET AND THE COMPETITIVE MARKETPLACE AND DEVELOP A SITUATION ANALYSIS or

SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)

STEP 2) SET THE OBJECTIVES FOR THE MARKETING EFFORT.

STEP 3) ASSESS CONSUMER NEEDS AND WANTS RELATIVE TO THE PRODUCT; SEGMENT THE MARKET INTO GROUPS THAT ARE LIKELY TO RESPOND; TARGET SPECIFIC MARKETS.

STEP 4) DIFFERENTIATE AND POSITION THE PRODUCT RELATIVE TO THE COMPETITION

STEPS IN THE MARKETING PLANNING PROCESS

STEP 5: DEVELOP THE MARKETING MIX STRATEGY

MARKETING MIX

STEP 6: EXECUTE THE STRATEGIES

STEP 7: EVALUATE THE EFFECTIVENESS OF THE STRATEGY

Source: Ppi.noaa.gov

ACTITIVITY 1

1) CHOOSE A PRODUCT OR A SERVICE (FOOD OR S)

2) DESIGN ITS PACKAGE OR PRESENTATION (COLORS, PICTURES, LOGO, ETC.)

(you can use pencil, colors, markers).

DIFFERENTIATION

1) A SELLING STRATEGY

2) IT IS A PART OF A PROCESS KNOWN AS POSITIONING

1) HOW BRAND IS DIFFERENT AND SUPERIOR IS CALLED COMPETITIVE ADVANTAGE

Drivers of Differentiation

Source: Openlearningworld.com

COMPETITIVE ADVANTAGE

PRODUCT

SUSTAINABILITY (CORPORATE SOCIAL RESPONSIBILITY)

DISTRIBUTION

PRICE

SERVICE Source:tasmath

PRINCIPLES OF IMCFIRST PRINCIPLE:

BRAND: A PERCEPTION, OFTEN IMBUED WITH EMOTION, WHICH RESULTS FROM EXPERIENCES WITH AND INFORMATION ABOUT A COMPANY OR A LINE OF PRODUCTS.

A BRAND IS MORE THAN A PRODUCT.

BRANDING = SET OF PHILOSOPHIES AND ACTIVITIES.

EVERYTHING IN THE MARKETING MIX CAN SEND A MESSAGE.(EVERYTHING A BRAND DOES, AND SOMETIMES WHAT IT DOESN’T, CAN SEND A MESSAGE).

HOMEWORK

1) CREATE A MENTAL MAP FOR UNIT 2

2) ANSWER THESE QUESTIONS AND PROVIDE EXAMPLES.

- WHAT IS BRAND IDENTITY?- WHAT IS BRAND TRANSFORMATION?- WHAT IS LOGO?- WHAT IS TRADEMARK?- WHAT IS BRAND POSITION?- WHAT IS BRAND IMAGE AND PERSONALITY?- WHAT IS BRAND VALUE?- STATE ALL IMC PRINCIPLES.

REFERENCE1) http://www.05com.com.au/

2) http://www.ppi.noaa.gov/wp-content/uploads/see_circle.jpg

3) Youtube.com

4) http://www.openlearningworld.com

5) http://www.tasmath.com

6) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and Practice. 10th Ed. Prentice Hall.