..   ....
Under Armour Protects Its House                   ..
..
Marketing & promotional process modal:Here we take closer look at how marketing  strategies influence the role of promotio...
Marketing and Promotions Process Model                                                .Opportunity       Identifying    Pr...
Marketing to a Lifestyle                           ..
Marketing Strategy & analysis:Making marketing strategy much sharp, company has to analyze following situation• Opportunit...
Opportunity Analysis:It required careful opportunity analysis, which may   lead the new opportunities. Company can   ident...
.. Like: Demand of PC may be vary in different    market segment  Education Sector: advt based on educated    people  Home...
Opportunity AnalysisCompany also look the nature of competitionLike: Most of the luxury-car segment (Lexus,  BMW, Porsche,...
Marketing to a Lifestyle                           ..
..
Competitive Analysis:Here manager must carefully analyze the competition to faced   in the marketplace. This may lead the ...
..
Marketing to a Lifestyle               ..
Target Market selection:After being analyzed in competitive &  opportunity point of view now it is the time to  choose the...
The Target Marketing Process                          .    Identify markets with unfulfilled needs.    Determine market se...
A Product for Every Segment                         ..
Beer is Beer? Not Really!                           ..    Popular   Imports   Specialties   Premium   Light
Identify Market with unfulfilled needs:Company do following things• Identify the specific needs of the group of the  peopl...
There are following segmentation process Finding ways to group consumers according  to their needs Finding ways to group...
Selecting a market to target:On the basis of segmentation three markets are  available• Undifferentiated market: In this s...
Differentiated Marketing: Here company  involves marketing in number of segments,  developing different marketing strategy...
Concentrated Market: Here firm select one  segment & attempts to capture all share of  this market.Like: Barista Coffee,
Positioning through marketing Strategies: It is  the art & science of fitting the product or  service to one or more segme...
Chap 2,role of imc in marketing process
Chap 2,role of imc in marketing process
Chap 2,role of imc in marketing process
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Chap 2,role of imc in marketing process

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This slide will give complete view about the marketing process on the basis of advertisement. it clears the situation, which types of advertisement need for product & consumer.

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Chap 2,role of imc in marketing process

  1. 1. .. ....
  2. 2. Under Armour Protects Its House ..
  3. 3. ..
  4. 4. 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
  5. 5. Marketing and Promotions Process Model .Opportunity Identifying Product PromotionAnalysis Markets Decisions to Final . Promotional Buyer DecisionsCompetitive PricingAnalysis Decisions • Advertising Market • Direct Promotion Segmentation Marketing To Trade Ultimate Consumer • InteractiveTarget Distribution Marketing • ConsumersMarketing Decisions • Sales • Businesses Promotion Selecting a • Publicity and Target Market Public Relations • Personal Selling Positioning Through Marketing Strategies Resellers
  6. 6. Marketing to a Lifestyle ..
  7. 7. Marketing Strategy & analysis:Making marketing strategy much sharp, company has to analyze following situation• Opportunity Analysis• Competitive Analysis• Target Market selection
  8. 8. 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
  9. 9. .. Like: Demand of PC may be vary in different market segment Education Sector: advt based on educated people Home use: Advt based on Ladies & Children Science: Advt based on Engineers & Scientist Business market: Advt based on Company’s or CEO
  10. 10. 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
  11. 11. Marketing to a Lifestyle ..
  12. 12. ..
  13. 13. 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 HondaDirect 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.
  14. 14. ..
  15. 15. Marketing to a Lifestyle ..
  16. 16. 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
  17. 17. The Target Marketing Process . Identify markets with unfulfilled needs. Determine market segmentation Select market to target Position through marketing strategies
  18. 18. A Product for Every Segment ..
  19. 19. Beer is Beer? Not Really! .. Popular Imports Specialties Premium Light
  20. 20. 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.
  21. 21. 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
  22. 22. 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 marketLike: Pepsi offered one cold drink for long time
  23. 23. 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
  24. 24. Concentrated Market: Here firm select one segment & attempts to capture all share of this market.Like: Barista Coffee,
  25. 25. 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

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