Integrated Marketing Communication · Coordinated Marketing Mix Elements Build Image. ... Nokia...
Transcript of Integrated Marketing Communication · Coordinated Marketing Mix Elements Build Image. ... Nokia...
Integrated Marketing CommunicationWeek 01
W. Rofianto, ST, MSi
Reference & Evaluation
Assignment 30%MidTerm Exam 35%Final Project 35%
http://rofianto.wordpress.com/imc/
What is Marketing?
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.
(American Marketing Association’s official definition of marketing
released August 2007)
Defining IMC
IMC is a strategic business process used to plan, develop,
execute and evaluate coordinated, measurable, persuasive brand
communication programs with consumers, customers, prospects
employees and other relevant external and internal audiences.
The goal of IMC is to generate short-term financial returns and build long-term brand value.
Coordinated Marketing Mix Elements Build Image
Coordinated Marketing Mix Elements Build Image
Traditional compensation Performance-based compensation Traditional compensation Performance-based compensation
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
Limited Internet availability Widespread Internet availability
Media advertising Multiple forms of communication
Mass media Specialized media
Manufacturer dominance Retailer dominance
General focus Data-based marketing
Low agency accountability Greater agency accountability
The Growing Importance of IMC
From Toward
IMC and Branding
2005 Brand Value(Billions of Dollars)
1. Coca-Cola $67.52
2. Microsoft $59.94
3. IBM $53.38
4. GE $46.99
5. Intel $35.59
6. Nokia $26.45
7. Disney $26.44
8. McDonald’s $26.01
9. Marlboro $24.84
10. Mercedes $21.19
IMC plays a major role in the
process of developing and
sustaining brand identity and
equity.
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity/PublicRelations
Personal Selling
Advertising
Direct Marketing
Interactive/Internet Marketing
Sales Promotion
Publicity/PublicRelations
Basic Elements of the Promotional Mix
Primary vs. Selective Demand AdvertisingPrimary vs. Selective Demand Advertising
Business-to-Business Advertising
Organizations
National Advertising
Retail/Local Advertising
Professional Advertising
Trade Advertising
National Advertising
Retail/Local Advertising
Business-to-Business Advertising
Professional Advertising
Classifications of Advertising
Consumers
DirectResponseAdvertising
DirectResponse
Advertising
Direct
Catalogs
Telemarketing
Internet
Sales
Shopping
Channels
Direct
Telemarketing
Catalogs
Shopping
Channels
Direct Marketing is Part of IMC
DirectMarketing
Builds and maintains customer
relationships
Obtains customer database
information
Communicates and interacts with buyers
Provides customer
service and support
Educates or informs
customers
A persuasive advertising
medium
A sales tool or an actual sales
vehicle
Obtains customer database
information
Communicates and interacts with buyers
Provides customer
service and support
Educates or informs
customers
A persuasive advertising
medium
A sales tool or an actual sales
vehicle
Using the Internet as an IMC Tool
The
Internet
Consumer-oriented[For end-users]
Trade-oriented[For resellers]
Sales Promotion Tools
EventsEvents
Loyalty ProgramsLoyalty Programs
Bonus PacksBonus Packs
Refunds/RebatesRefunds/Rebates
Contests/SweepstakesContests/Sweepstakes
SamplesSamples
CouponsCoupons
CoopAdvertising
CoopAdvertising
TradeShowsTradeShows
TrainingProgramsTraining
Programs
POP DisplaysPOP Displays
TradeAllowances
Introduce new products
Get existing customers to buy
more
Attract new
customers
Maintain sales in
off season
Increase retail
inventories
Tie in advertising & personal selling
Enhance personal
selling
Combat
competition
Introduce new products
Get existing customers to buy
more
Attract new
customers
Maintain sales in
off season
Increase retail
inventories
Tie in advertising & personal selling
Enhance personal
selling
Various Uses of Sales Promotion
SalesPromotion
Advertising Versus Publicity
Advertising Publicity
Tentative
Low
Low/Unspecified
Uncontrollable
Great
Lower
Measurable
Schedulable
High/Specific
High
Specifiable
Undetermined
Higher
Little
Factor
Control
Credibility
Reach
Frequency
Cost
Flexibility
Timing
Corporate AdvertisingCorporate
Advertising Cause-related
MarketingCause-related
Marketing
Publicity
Vehicles
Community
Activities
Public Affairs
Activities
Special
Publications
Special Event
Sponsorship
Publicity
Vehicles
Community
Activities
Public Affairs
Activities
Special
Publications
Public Relations Tools
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Product
decisions
Pricing
decisions
Channel-of-
distribution
decisions
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioningthroughmarketingstrategies
Promotional
decisions
• Advertising
• Direct marketing
• Interactive marketing
• Sales promotion
• Publicity and public relations
• Personal selling
Ultimate
consumer
• Consumers
• Businesses
Promotion
to final
buyer
Opportunity
analysis
Competitive
analysis
Target
marketing
Identifying
markets
Market
segmentation
Selecting a
target market
Positioningthroughmarketingstrategies
Promotional
decisions
• Advertising
• Direct marketing
• Interactive marketing
• Sales promotion
• Publicity and public relations
• Personal selling
Ultimate
consumer
• Consumers
• Businesses
Marketing and Promotions Process Model
Resellers
Purchase
Positioning through marketing strategies
Selecting market to target
Determining market segmentation
Identify markets with unfulfilled needs
Selecting market to target
Determining market segmentation
Identify markets with unfulfilled needs
The Target Marketing Process
By Attributes and Benefits?
By Price or Quality?
By Use or Application?
By Product Class?
By Product User?
By Competitor?
By Cultural Symbols?
By Attributes and Benefits?
By Price or Quality?
By Use or Application?
By Product Class?
By Product User?
By Competitor?
Positioning Strategies
How should
we position?
Cultural Symbols Can Differentiate Brands
Branding and Packaging Work Closely Together
Product Decisions
BRANDING
Brand name commun-icates attributes and meaning
Advertising creates and maintains brand equity
Packaging has become increasingly important
It’s often customers’ first exposure to product
PACKAGINGBRANDING
A Package Is More than a Container
Push Policy
Producer
Wholesaler
Retailer
Consumer
Producer
Wholesaler
Retailer
Consumer
Push Versus Pull
Information Flow
Pull Policy
Producer
Wholesaler
Retailer
Consumer
Point of sale displays, racks, stands
Trade deals, special displays
Dealer premiums, prizes, gifts
Cooperative advertising deals
Advertising materials, mats, inserts
Push money or “spiffs"
Collaterals, catalogs, manuals
Point of sale displays, racks, stands
Trade deals, special displays
Dealer premiums, prizes, gifts
Cooperative advertising deals
Advertising materials, inserts
Push money
Collaterals, catalogs, manuals
Promotion to Push Goods Through Channels
PUSH
Company conventions, meetings
Sampling, free trial
Cents-off promotions
Cents-off coupons
Combination offers
Premiums or gifts
Contests, sweepstakes
Point-of-purchasePoint-of-purchase
Contests, sweepstakes
Premiums or gifts
Combination offers
Cents-off coupons
Cents-off promotions
Sampling, free trial
Promotion to Pull Goods Through Channels
PULL
Trading stamps