Lecture7 Planning For Imc

Chapter 7: Planning for IMC
Copyright 2009 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion by Belch Slides prepared by Bronwyn Higgs, Victoria University, Australia
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IMC
By definition, IMC involves the process of planning, executing, evaluating and controlling the use of the various communications tools to effectively communicate with target audiences.
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Review of the marketing plan

Situation analysis Situation analysis Marketing objectives Marketing objectives Marketing strategy and program Marketing strategy and program Implementation program Implementation program Performance evaluation Performance evaluation
IMC situation analysis

Internal factors Internal factors 1. Promotional 1. Promotional capabilities capabilities 2. Prior promotional 2. Prior promotional programs programs 3. Brand image 3. Brand image 4. Strengths and 4. Strengths and weaknesses of weaknesses of product or product or service service External factors External factors 1. Customer 1. Customer analysis analysis 2. Competitive 2. Competitive Analysis Analysis 3. Environmental 3. Environmental analysis analysis
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Its a Big Ad
The target marketing process

Identifying markets with unfulfilled needs Identifying markets with unfulfilled needs
Determining market segmentation Determining market segmentation
Selecting market to target Selecting market to target
Positioning through marketing strategies Positioning through marketing strategies

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Beer is beer?
Bases for segmentation

Psychographic Psychographic Demographic Demographic Customer Customer characteristics characteristics
Popular Imports Domestic specialties Premium Light
Socioeconomic Socioeconomic
Geographic Geographic Behaviour Behaviour Outlets Outlets Buying Buying situation situation Awareness Awareness Awareness Awareness Benefits Benefits
Usage Usage
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Positioning at a market segment
Outside-in planning
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Outside-in planning (cont.)

Segmentation process
Segmentation strategy Segmentation strategy
Determine approach Determine approach Select and apply base Select and apply base Reveal segments Reveal segments
Determine number of markets to enter Determine number of markets to enter Determine which segments offer potential Determine which segments offer potential
Target market selection Target market selection
Develop a positioning strategy Develop a positioning strategy

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Developing a positioning strategy

What position do What position do we have now? we have now? Does our creative Does our creative strategy strategy match it? match it? Do we have the Do we have the tenacity to stay tenacity to stay with it? with it? What position do What position do we want to own? we want to own?
Positioning strategies
How should we position? By attributes and benefits? By attributes and benefits? By price or quality? By price or quality? By use or application? By use or application? By product class? By product class?
The The position position

Do we have the Do we have the money to do the money to do the job? job?
From whom must From whom must we win this we win this position? position?
By product user? By product user? By competitor? By competitor? By cultural symbols? By cultural symbols?
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Positioning at a market segment
Developing a positioning platform

1. 1. 2. 2. 3. 3. 4. 4. 5. 5. 6. 6. Identify the competitors Identify the competitors Assess consumers perceptions of competitors Assess consumers perceptions of competitors Determine competitors current positions Determine competitors current positions Analyse consumer preferences Analyse consumer preferences Make the positioning decision Make the positioning decision Monitor the position Monitor the position
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Positioning decisions
Is the current position Is the current position strategy working? strategy working? Is the segmentation Is the segmentation strategy appropriate? strategy appropriate?
Zero-based planning
The The checklist checklist

Are there sufficient Are there sufficient resources to resources to communicate the communicate the position? position?
How strong is the How strong is the competition? competition?

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Outside-in planning
IMC strategy
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Developing the consumer insight

Unique consumer insights are used to inspire creative ideas. Strong advertising and strategy are built upon well-researched and intuitively comprehended insights.
Developing the consumer insight (cont.)

1. 2. 3. Is the insight fresh? New? Innovative? Is it relevant? Does it resonate with consumers? Is it enduring? Is it built on a deep understanding of consumers beliefs and needs so that it will last across time? Is it inspiring? Does it excite the team and inspire different applications?
4.
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Summary and conclusions

Planning is where great IMC campaigns begin. Key strategic decisions include:
segmentation and targeting positioning.
Strategic planning should lead to a deep consumer insight that inspires great creative ideas.
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Lecture7 Planning For Imc

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Chapter 7: Planning for IMC

Review of the marketing plan

IMC situation analysis

The target marketing process

Determining market segmentation Determining market segmentation

Selecting market to target Selecting market to target

Positioning through marketing strategies Positioning through marketing strategies

Bases for segmentation

Positioning at a market segment

Outside-in planning (cont.)

Target market selection Target market selection

Develop a positioning strategy Develop a positioning strategy

Developing a positioning strategy

The The position position

Positioning at a market segment

Developing a positioning platform

The The checklist checklist

How strong is the How strong is the competition? competition?

Developing the consumer insight

Developing the consumer insight (cont.)

Summary and conclusions

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