This document discusses key aspects of integrated marketing communications (IMC) and the marketing process. It covers the following topics:
1. The marketing process model which includes product, pricing, distribution, and promotional decisions. Promotional decisions involve advertising, direct marketing, interactive marketing, sales promotions, publicity, and personal selling.
2. Market segmentation involves identifying consumer groups, developing profiles of segments, and selecting target segments. Common bases for segmentation include demographics, benefits, geography, and psychographics.
3. Market positioning involves differentiating a product from competitors to own a position in the minds of consumers. Developing a positioning strategy requires determining current and desired positions and which competitors to target.
4.
6. The Target Marketing Process
Position through marketing strategies
Select market to target
Determine market segmentation
Identify markets with unfulfilled needs
8. 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
13. 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
16. Selecting a Target Market
Determine how many
segments to enter
Determine which segments
have the greatest potential
17. 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
18. 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
resolve to stay
with it?
Does our creative
strategy
match it?
The
Position
19. Positioning Strategies
Attributes and Benefits?
Price or Quality?
Use or Application?
Product Class?
Product User?
Competitor?
Cultural Symbols?
How should
we position?
20. 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
21. 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?
The
Checklist
22. Branding and Product Names
• Brand names often communicate
attributes and meaning
– Safeguard
– Mospel
– Head & shoulders
– Telenor
– Aquafina
23. 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
25. Pricing Decisions
What consumers give
up to purchase a
product or service
Time
Price Variable
Mental activity
Behavioral effort
Factors the firm must
consider
Costs
Demand
Competition
Perceived value
26. 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
Pricing
Considerations
A product positioned as high quality
while carrying a lower price than
competitors will confuse customers
