Integrated Brand Communication

1. Introduction to Integrated Brand
Communication
Subject: Food and Beverage Advertising
and Promotion

2. Marketing
1) IS THE WAY A PRODUCT IS DESIGNED, TESTED, PRODUCED, BRANDED,
PACKAGED, PRICED, DISTRIBUTED AND PROMOTED.
2) AMERICAN MARKETING ASSOCIATION (2007) STATES: “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”
3) WHAT IS THE OBJECTIVE OF MARKETING?

3. THE KEY PLAYERS
1) MARKETERS (COMPANIES OR CLIENTS)
2) SUPPLIERS AND VENDORS (SUPPLY CHAIN)
3) DISTRIBUTORS AND RETAILERS
4) MARKETING PARTNERS, SUCH AS AGENCIES

4. TYPES OF MARKETS
CONSUMER MARKETS: PEOPLE WHO BUY GOODS AND SERVICES FOR PERSONAL
OR HOUSEHOLD USE.
BUSINESS TO BUSINESS (B2B): COMPANIES THAT BUY PRODUCTS OR SERVICES
TO USE IN THEIR BUSINESSES OR IN MAKING OTHER PRODUCTS.
INSTITUTIONAL MARKETS: NONPROFIT ORG., HOSPITAL, GOVERNMENTS,
UNIVERSITIES, ETC.
CHANNEL MARKETS: INCLUDE MEMBERS OF THE DISTRIBUTION CHAIN, WHICH
IS MADE UP OF BUSINESSES – RESELLERS OR INTERMEDIARIES.
Source: Marketing Directo

5. SERVICES MARKETING
INTANGIBLE
CREATES MORE PERSONAL RELATIONSHIP WITH THE CUSTOMER
DOMINATES GOOD MARKETING
IT ALSO ENVOLVES THE DELIVERY PROCESS THAT MAY PRESENT MANY
OPPORTUNITIES FOR MESSAGES TO BE DELIVERED.
http://www.05com.com.au/

6. STEPS IN THE MARKETING PLANNING
PROCESS
STEP 1) RESEARCH THE CONSUMER MARKET AND THE COMPETITIVE MARKETPLACE
AND DEVELOP A SITUATION ANALYSIS or
SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, THREATS)
STEP 2) SET THE OBJECTIVES FOR THE MARKETING EFFORT.
STEP 3) ASSESS CONSUMER NEEDS AND WANTS RELATIVE TO THE PRODUCT;
SEGMENT THE MARKET INTO GROUPS THAT ARE LIKELY TO RESPOND; TARGET
SPECIFIC MARKETS.
STEP 4) DIFFERENTIATE AND POSITION THE PRODUCT RELATIVE TO THE
COMPETITION

7. STEPS IN THE MARKETING PLANNING
PROCESS
STEP 5: DEVELOP THE MARKETING MIX STRATEGY

8. MARKETING MIX
STEP 6: EXECUTE THE STRATEGIES
STEP 7: EVALUATE THE EFFECTIVENESS OF THE STRATEGY
Source: Ppi.noaa.gov

9. ACTITIVITY 1
1) CHOOSE A PRODUCT OR A SERVICE (FOOD OR S)
2) DESIGN ITS PACKAGE OR PRESENTATION (COLORS, PICTURES, LOGO, ETC.)
(you can use pencil, colors, markers).

10. DIFFERENTIATION
1) A SELLING STRATEGY
2) IT IS A PART OF A PROCESS KNOWN AS POSITIONING
1) HOW BRAND IS DIFFERENT AND SUPERIOR IS CALLED COMPETITIVE
ADVANTAGE

11. Drivers of Differentiation
Source: Openlearningworld.com

12. COMPETITIVE ADVANTAGE
 PRODUCT
 SUSTAINABILITY (CORPORATE SOCIAL RESPONSIBILITY)
 DISTRIBUTION
 PRICE
 SERVICE Source:tasmath

13. PRINCIPLES OF IMC
FIRST PRINCIPLE:
BRAND: A PERCEPTION, OFTEN IMBUED WITH EMOTION, WHICH RESULTS
FROM EXPERIENCES WITH AND INFORMATION ABOUT A COMPANY OR A
LINE OF PRODUCTS.
A BRAND IS MORE THAN A PRODUCT.
BRANDING = SET OF PHILOSOPHIES AND ACTIVITIES.
EVERYTHING IN THE MARKETING MIX CAN SEND A MESSAGE.
(EVERYTHING A BRAND DOES, AND SOMETIMES WHAT IT DOESN’T, CAN SEND
A MESSAGE).

14. HOMEWORK
1) CREATE A MENTAL MAP FOR UNIT 2
2) ANSWER THESE QUESTIONS AND PROVIDE EXAMPLES.
- WHAT IS BRAND IDENTITY?
- WHAT IS BRAND TRANSFORMATION?
- WHAT IS LOGO?
- WHAT IS TRADEMARK?
- WHAT IS BRAND POSITION?
- WHAT IS BRAND IMAGE AND PERSONALITY?
- WHAT IS BRAND VALUE?
- STATE ALL IMC PRINCIPLES.

15. REFERENCE
1) http://www.05com.com.au/
2) http://www.ppi.noaa.gov/wp-content/uploads/see_circle.jpg
3) Youtube.com
4) http://www.openlearningworld.com
5) http://www.tasmath.com
6) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and
Practice. 10th Ed. Prentice Hall.