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Esta es una presentación cortesía de Mc Graw Hill, que facilita el curso, a partir del libro Publicidad y Promoción, perspectiva de la comunicación de marketing integral. Autores George E Belch y Michael A. Belch.
Citation preview
The Role of IMC in the Marketing Process
2
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Under Armour Protects Its House
Under Armour Protects Its House
• Keys to Under Armour’s success
–Niche markets
–Strong product positioning
–Unique brand identity
–Strong brand reputation
Marketing and Promotions Process Model
Productdecisions
Pricingdecisions
Channel-of-distributiondecisions
Opportunityanalysis
Competitiveanalysis
Targetmarketing
Identifyingmarkets
Marketsegmentation
Selecting atarget market
Positioningthrough
marketingstrategies
Promotionaldecisions
• Advertising
• Direct marketing
• Interactive marketing
• Sales promotion
• Publicity and public relations
• Personal selling
Ultimateconsumer
• Consumers
• Businesses
Promotionto finalbuyer
Resellers
Promotion to trade
Internet/Interactive
Purchase
Marketing to a Lifestyle
Padres Pitch to the Fans
*Click outside of the video screen to advance to the next slide
The Target Marketing Process
Position through marketing strategies
Select market to target
Determine market segmentation
Identify markets with unfulfilled needs
A Product for Every Market Segment
The Marketing Segmentation Process
Take marketing actions to reach target segments
Select the product segments toward which the firm will direct its marketing actions
Develop a market/product grid to relate the market segments to the firm’s products and actions
Find ways to group marketing actions available to the organization
Find ways to group consumers according to their needs
What do NASCAR, Coors, and Unilever know?
Bases for Segmentation
Behavior
Benefits
Outlet Type
Psychographic
Geographic
Demographic
CustomerCharacteristics
Socioeconomic
BuyingSituationUsage
Awareness
Geographic Marketing
Demographic Segmentation
Psychographic Segmentation
• Dividing the market on the basis of
–Personality
–Values
–Lifestyle
• VALS lifestyle segmentation
–Eight lifestyles with distinctive attitudes, behaviors, and decision-making patterns
–Combined with estimate of the resources on which the consumer can draw
Behavioristic Segmentation
Usage
LoyaltiesBuyingResponses
Benefit Segmentation
PRIZM Cluster Profiles
HIGH
LOW
$
Test Your Knowledge
The key factor in communicating information about a brand and differentiating it from competitors is:
A) Its perceived price differential
B) Its integrated promotional strategy
C) The market positioning strategy assignedit by the manufacturer
D) Its distribution intensity
E) The benefits the brand offers
Selecting a Target Market
Determine how many segments to enter
Determine which segments have the greatest potential
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 the competition
Developing a Positioning Strategy
What position do we have now?
Do we have the money to do the
job?
What position do we want to own?
From whom must we win this
position?
Do we have the tenacity to stay
with it?
Does our creative strategymatch it?
ThePosition
Positioning Strategies
Attributes and Benefits?
Price or Quality?
Use or Application?
Product Class?
Product User?
Competitor?
Cultural Symbols?
How shouldwe position?
Positioning by Use or Application
Developing a Positioning Platform
6. Monitor the position
5. Make the positioning decision
4. Analyze consumer preferences
3. Determine their positions
2. Assess perceptions of them
1. Identify the competitors
Making the Positioning Decision
Is the current position strategy
working?
Is the segmentation strategy
appropriate?
Are there sufficient resources to
communicate the position?
How strong is the competition?
TheChecklist
Advertising Develops Brand Image
Branding and Product Names
• Brand names often communicate attributes and meaning
–Safeguard
– I Can’t Believe It’s Not Butter!
–Easy-Off
–Arrid
–Spic and Span
Branding and Packaging Are Linked
Product Decisions
BRANDING
Brand name
commun-icates
attributes and
meaning
Advertising creates and maintains
brand equity
Has become increasingly important
Often customers’
first exposure to
product
PACKAGING
A Package is More than a Container
Pricing Decisions
What consumers give up to purchase a product or service
TimePrice Variable
Mental activity
Behavioral effort
Factors the firm must consider
Costs
Demand
Competition
Perceived value
Relating Price to Ads and Promotion
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 be unified in
identifying product position
PricingConsiderations
A product positioned as high quality while carrying a lower price than
competitors will confuse customers
When Price is Not an Issue
Distribution Channel Decisions
Selecting
Managing
Motivating
DistributionChannel
Decisions
Distribution Intermediaries
Distribution Channel
Intermediaries
Brokers
Distributors
Wholesalers
Retailers
Promotional Strategy: Push or Pull?
Push Policy
Producer
Wholesaler
Retailer
Consumer
Information Flow
Pull Policy
Producer
Wholesaler
Retailer
Consumer
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