Chap 2,role of imc in marketing process
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Transcript of Chap 2,role of imc in marketing process
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Marketing Management Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
Prof. of IMT-CDL(DIMS)IP UNIV
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
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Under Armour Protects Its House
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Right or Wrong :Marketing Strategy
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Marketing & promotion Process modal
Marketing & promotional process modal:Here we take closer look at how marketing
strategies influence the role of promotion & how promotional decisions must be coordinate with other areas of marketing mix.
Elements of marketing Mix: Consistent in strategic plan
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.ProductDecisions
PricingDecisions
DistributionDecisions
ProductDecisions
PricingDecisions
DistributionDecisions
OpportunityAnalysis
CompetitiveAnalysis
TargetMarketing
IdentifyingMarkets
MarketSegmentation
Selecting aTarget Market
PositioningThroughMarketingStrategies
PromotionalDecisions• Advertising• Direct
Marketing• Interactive
Marketing• Sales
Promotion• Publicity and
Public Relations• Personal Selling
Resellers
UltimateConsumer
• Consumers
• Businesses
Promotionto FinalBuyer
PromotionTo Trade
OpportunityAnalysis
CompetitiveAnalysis
TargetMarketing
IdentifyingMarkets
MarketSegmentation
Selecting aTarget Market
PositioningThroughMarketingStrategies
PromotionalDecisions• Advertising• Direct
Marketing• Interactive
Marketing• Sales
Promotion• Publicity and
Public Relations• Personal Selling
UltimateConsumer
• Consumers
• Businesses
Marketing and Promotions Process Model
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Marketing to a Lifestyle
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Marketing Strategy & analysis:
Marketing Strategy & analysis:Making marketing strategy much sharp,
company has to analyze following situation
• Opportunity Analysis• Competitive Analysis• Target Market selection
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Marketing Strategy & analysis:
Opportunity Analysis:It required careful opportunity analysis, which
may lead the new opportunities. Company can identify opportunity by following way
• Carefully examine the marketplace• Understand demand trend• Competition in different market segmentLike: Demand of PC may be vary in different
market segment
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Marketing Strategy & analysis:
Like: Demand of PC may be vary in different market segment
Education Sector: advt based on educated people
Home use: Advt based on Ladies & ChildrenScience: Advt based on Engineers & ScientistBusiness market: Advt based on Company’s or
CEO
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Marketing Strategy & analysis:
Opportunity AnalysisCompany also look the nature of competitionLike: Most of the luxury-car segment (Lexus,
BMW, Porsche, Mercedes) now have entered in SUVs market.
Also most of luxury car segment shift to small car market. Like Nissan-Micra
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Marketing to a Lifestyle
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Dove’s Campaign for Real Beauty
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Marketing Strategy & Analysis:Competitive Analysis:Here manager must carefully analyze the competition to faced in
the marketplace. This may lead the direct competition apart from brand competition.
Like: Brand competition: pepsi vs Coke,Maruti vs HyundaiBajaj vs hero Honda Direct competition: Coke/diet coke/more vs Pepsi/Diet pepsi/pepsi blue etcDue to this the target audience are different & segment of advt
may affect & company has to choose the specific media.
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Provogue uses teenage icons as brand ambassadors and a youth targeted website to connect to its customers
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Marketing to a Lifestyle
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Marketing Strategy & analysis:
Target Market selection:After being analyzed in competitive &
opportunity point of view now it is the time to choose the market by selecting one & prepare the advertisement according to that particular product.
Like: Honda launched Karizma to counter Pulsar of Bajaj
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The Himalaya Drug Company
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The Target Marketing Process
Position through marketing strategiesPosition through marketing strategies
Select market to targetSelect market to target
Determine market segmentationDetermine market segmentation
Identify markets with unfulfilled needsIdentify markets with unfulfilled needs
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A Product for Every Segment
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Beer is Beer? Not Really!
Popular Imports Specialties Premium Light
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The Target Market process
Identify Market with unfulfilled needs:Company do following things• Identify the specific needs of the group of the
people, • Select one or more of these segment • Develop marketing & advertisement
programme.
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Market Segmentation
There are following segmentation process
Finding ways to group consumers according to their needs
Finding ways to group the marketing actions Developing market-product grid Selecting the target segments Taking market action
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Dove Targets Women
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The Target Market process
Selecting a market to target:On the basis of segmentation three markets are
available• Undifferentiated market: In this segment
company ignore segment difference & just offer one product to the entire market
Like: Pepsi offered one cold drink for long time
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Pepsi used Mega advertisement in India
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The Target Market process
Differentiated Marketing: Here company involves marketing in number of segments, developing different marketing strategy for each.
Like:Maruti::800:Alto:Esteem:SX4:BalenoAction Shoe:: Sports: Adventure: Children: Adult
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The Target Market process
Concentrated Market: Here firm select one segment & attempts to capture all share of this market.
Like: Barista Coffee,
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The Target Market process
Positioning through marketing Strategies: It is the art & science of fitting the product or service to one or more segments of the broad market in such a way so it set meaningfully apart from competition.
Like: Mercedes, Armani