PRA405 - Campaign Design in IMC

Marcom campaign

..the performance andintegration of all promotionalactivities into a programmedesigned to achieveinterrelated goals.

Steps in Designing IMC Campaign

Step 1. Situational analysis: Research&Analysis

Step 6. Operational decision-making:tactics

Step 3. Setting the objectivesStep 4. Setting budget allocations

Step 5. Strategic decision-making: strategy

Step 2. Identifying the target audiences

Step 7. Campaign Management:Implemantation

Step 8. Campaign evaluation: control

Integrated Marketing Communications Planning Model

Promotional program situation analysis

Analysis of the communications process

Budget determination

Develop integrated marketing communications programs

Review of marketing plan

AdvertisingSales

promotionPR/

publicityPersonalselling

Directmarketing

Advertisingobjectives

Salespromotionobjectives

PR/publicityobjectives

Personalselling

objectives

Directmarketingobjectives

Messagestrategy

Salespromotionstrategy

PR/publicitystrategy

Personalsellingstrategy

Directmarketingstrategy

Integrate and implement marketing communications strategies

Monitor, evaluate and control IMC Program

Internet/interactive

Internet/interactiveobjectives

Internet/interactivestrategy

• Research & Analysis• Audiences• Budget• Objectives• Strategy• Tactics• Implementation• Control

The IMC RABOSTIC PlanningModel

Situational Analysis

Researching the currentenvironment into which marketing

communications will fit.

“Where we are?...”

“Why are we here?...”

Situational Analysis

Develop a situation analysisUnderstand the market and its influncesUnderstand competitorsIdentify problemsIdentify opportunities

• Company analysis• Competitors analysis• Consumer analysis• Market analysis• Product analysis• Problems and opportunities

Situational Analysis

Company

• Place in the Industry (e.g., size, growth, image)

• Mission, Business Philosophy

• Technology and experince• Culture• Resources

• Organizational Structure• Sales History• Target Markets• Market Shares• Positioning• Goals

Identify

Competitors

• Share of market

• Share of mind• Share of heart

• Actual or potential• Direct or indirect• Communication strategies

of major competitors• Their products• Their positioning• Market shares• Strengths and weaknesses

of competitiors

Identify

Three Types:

• Current company customers• Customers of competitors• Potential customers who have

not purchased product but may become interested.

Customers

• Benefits that consumer is seeking; tangible and intangible

• Motivation behind purchase; value drivers, benefits vs. cost

• Decision maker or decision-making unit

• Retail channel: where does the consumer actually purchasethe product?

• Consumer information sources: where does the consumerobtain information about the product?

• Buying process

• Frequency of purchase, seasonal factors

• Quantity purchase at a time

• Trends: how consumer meeds and preferences changeover time

Customers

Target Markets

• Benefits sought.• Methods of reaching markets.• Appeals to each market.• Needs not being met.• Demographic and psychographic

profile of each market.

Product

• Category Review– Life Cycle Stage – Sales, Growth

• Brand Review (the product/service that constitutes the focus of the campaign)– Market Share, Sales,

Growth– Strengths and

Weaknesses– Key Benefits– Brand Image– Positioning– Perceptual Map

• Product/Brand Performance in Selected Markets

• Category Development Index (CDI)

• Brand Development Index (BDI)

Product Positioning

• Perception– In mind of consumers– Relative to competition

• Created by factors such as– Product quality– Prices– Distribution– Image– Marketing communications

Brand Essence

• … is a two to three word phrase (typically in the format “adjective adjective noun”) capturing the “heart and soul” of the brand. The Brand Essence is simple, concise, aspirationallyattainable, timeless, enduring and extendable. Examples include “fun family entertainment” (Disney), “genuine athletic performance” (Nike).

• It is not a tagline or slogan, but rather the first thing an employee might say to quickly describe the brand to another in an elevator conversation (“This brand is all about…”). While a brand’s positioning might differ slightly from country to country and while its advertising campaigns might change over time, likea person’s character, the brand’s essence will largely remain unchanged.

= brand mantra

Positioning

Positioning is the perception created in the consumer’s mind regarding the nature of a company and its products, prices charged, methods of distribution, image, communication tactics, and other factors creating positioning.

Opportunities

• Ignored customers• Saturated markets. • Benefits not articulated clearly.• Marketing approach.• Brand positioning.

Collecting Information

Marketing Databank

Marketing Intellegence

Marketing decision-

maker

Marketing Information System

Design andimplememantation of

data collection a regular basis

Marketing Research Projects

Project design andexecution of data collection efforts

1. Problem formulation2. Determine research design3. Data collection method design4. Sample design5. Data collection6. Analysis and interpretation of data7. Prepare research report

Collecting Information

Each element within IMC mix can be evaluated in terms of:

• Effectiveness: doing the right things• Efficiency: doing things right• Economy: doing things within a

specified budget / time

Collecting Information

Sources of Information

• Secondary Data: information that has been collected for some purpose other than the research at hand

• Primary Data: information that has been gathered specifically for the research objectives at hand

– Quantitative: telephone, mail, face-to-face, test market,

– Qualitative: depth interviews, focus groups, case studies, observation studies

Perceptual Map

Perteptual map is anotherdimension to analysis of marketsmarketing information.

Luxury Car Perceptual Map

Mercedes

Asp

ire

to O

wn

Trendy

Acura

Audi

Bentley

BMW

Lexus

Lincoln

Jaguar

SaabInfinity CadillacCadillacCadillacCadillac

Volvo

1

2

3

4

5

6

7

8

9

1 2 3 4 5 6 7 8 9

Not Trendy

Wo

uld

No

t B

uy

1

2

3

4

5

6

7

8

9

1 2 3 4 5 6 7 8 9

SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues.

SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

SWOT Analysis

SWOT Analysis

SWOT Analysis enables

• Appreciate the strengths of a situation, and you may then decide to build on these;

• Define the weaknesses, which you might choose to minimise;

• Make the most of the opportunities that present themselves, and

• Recognise the possible threats and treat them in a planned and organised way.

Potential Internal Weaknesses• Obsolete, narrow product lines? • Rising manufacturing costs? • Decline in R&D innovations? • Poor marketing skills? • Poor materials management systems? • Loss of customer good will? • Inadequate information systems? • Inadequate human resources? • Loss of brand name capital? • Growth without direction? • Bad portfolio management? • Loss of corporate direction? • Infighting among divisions? • Loss of corporate control? • Inappropriate organizational structure and control systems? • High conflict and politics? • Poor financial management? • Others?

Potential Environmental Threats

• Attacks on core business(es)?• Increases in domestic competition?• Increases in foreign competition?• Change in consumer taste?• Fall in barriers to entry?• Rise in new or substitute products?• Increase in industry rivalry?• New forms of industry competition?• Potential for takeover?• Existence for corporate raiders?• Increase in regional competition?• Changes in demographic factors?• Changes in economic factors?• Downturn in economy?• Rising labor costs?• Slower market growth?• Others?

Potential EnvironmentalOpportunities

• Expand core business(es)? • Exploit new market segments?• Widen new market segments?• Extend cost or differentiation advantage?• Diversify into new growth businesses?• Expand into foreign markets?• Apply R&D skills in new areas?• Enter new related businesses?• Vertically integrate forward?• Vertically integrate backward?• Enlarge corporate portfolio?• Overcome barriers to entry?• Reduce rivalry among competitors?• Make profitable new acquisitions?• Apply brand name capital in new areas?• Seek fast market growth?• Others?