The document discusses Integrated Marketing Communication (IMC) as a strategic approach to brand marketing that emphasizes the synergy of advertising, public relations, marketing, and promotion. It outlines the IMC planning process, which includes segmenting, targeting, and positioning, and provides insights on the evolution and importance of effective brand positioning strategies. Additionally, the document describes various segmentation variables and the dynamics of market targeting and positioning to create meaningful customer relationships.

1. INTEGRATED MARKETING COMMUNICATION
(IMC)
A STRATEGIC BRAND MARKETING PLANNING
PRESENTED BY
LUDWIG SUPARMO
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2. UNSUR-UNSUR PENTING DALAM SUKSES
PENCAPAIAN HASIL IMC
TRUST
Reputation
GCGCSR I M C
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3. MARKETING: SELINTAS SEJARAH
• Jaman dahulu kala: Barter
• Hingga 1960: Sales – Selling
• Permulaan 1960: Marketing (Kotler)– 4P (McCarty)
• Dekade 1970an: Marketing Public Relations ( Thomas L.
Haris)
• Dekade 1980: New Generation Marketing Approach• Dekade 1980: New Generation Marketing Approach
(Kotler)
• 1980: Integrated Marketing Communication – IMC
(Tom Duncan)
• 2002 -2005: Brand Perception Concept – Brand
Management
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4. MARKETING PUBLIC RELATIONS
• New Partnership of Marketing and Public
Relations
• Promosi melalui iklan media semakin mahal
• Substitusi periklanan dengan Public Relations• Substitusi periklanan dengan Public Relations
• PR merupakan Komunikasi Publik “gratis”
• Ajang PR/ Promotion Events dianggap efektif,
langsung menjangkau sasaran
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5. IMC TOM DUNCAN
• IMC is a process of planning, executing and
monitoring the brand message that create
customer relationship
• Fundamental of IMC: Segmenting – Targeting• Fundamental of IMC: Segmenting – Targeting
- Positioning
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6. IMC ALIFAHMI
IMC adalah sinergi integrasi Iklan, Komunikasi
Public Relations, pemasaran dan promosi ;
merupakan paradigma baru komunikasi
pemasaran yang inspiratifpemasaran yang inspiratif
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7. IMC SIX STEPS PLANNING
1. Segmenting – Targeting – Positioning (STP)
2. SWOT Analysis
3. Setting Objectives
4. Strategy and Tactics4. Strategy and Tactics
5. Budgeting
6. Evaluating
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8. SEGMENTING
Grouping customers or prospects according
common characteristics , needs , wants or
desires (Tom Duncan)
Understanding of the market structure (RhenaldUnderstanding of the market structure (Rhenald
Kasali)
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9. SEGMENTATION VARIABLES
Kotler’s Segmentation Variables:
1. Geographic: Regions/Cities
2. Demographic: Age/Family Size/Gender
3. Psychographic: Lifestyle/Personality3. Psychographic: Lifestyle/Personality
4. Behavioral: User Status/ Benefits/ Attitude
towards product
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10. SEGMENTING DYNAMICS
Rhenald Kasali: Segmentasi dapat berubah dari
masa ke masa:
• Berdasarkan pemakaian produk
• Berdasarkan generasi, evolusi keluarga• Berdasarkan generasi, evolusi keluarga
• Berdasarkan teknografi
• Berdasarkan tingkat kesetiaan konsumen
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11. TARGETING
Analyzing, evaluating and prioritizing the market
segments deemed most profitable to pursue
(Tom Duncan)
Targets (Sasaran) harus jelas dan terfokusTargets (Sasaran) harus jelas dan terfokus
(Rhenald Kasali)
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12. POSITIONING
It starts with a product. A piece of marchendise,
a service, a company, an institution or even a
person. However, positioning is NOT what YOU
DO to a PRODUCT. Positioning is what YOU DODO to a PRODUCT. Positioning is what YOU DO
to the MIND of the PROSPECT. That is you
POSITION the PRODUCT IN THE MIND (Al Ries
& Jack Trout)
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13. STEPS CONDUCTING STP
Market Segmentation
• Identify variables
• Develop profiles
Market Targeting
• Evaluate attractiveness• Evaluate attractiveness
• Select target segment
Market Positioning
• Identify possible concept
• Select, develop and communicate
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14. WHAT IS POSITIONING?
Positioning is the act of designing the
company’s (product/services) offering
including its image so that they occupy a
meaningful and distinct competitive positionmeaningful and distinct competitive position
in the target customers’ mind
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15. BRAND POSITIONING EXAMPLES
• HERTS: biggest auto rental
• Coca Cola: The worlds’ soft drink
• Porche: Best Sports Car
• Walt Disney: Number One Children’s• Walt Disney: Number One Children’s
Entertainment
• Singapore Airlines: First Class Airline
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16. POSITIONING STRATEGIES
• Memperkuat diri melalui Positioning
Statemen: Avis – “We’r Number Two, We Try
Harder”
• Menempatkan merek di posisi yg masih• Menempatkan merek di posisi yg masih
kosong: Silver Queen – “mengandung lebih
banyak mete”
• Re-positioning: Pocari Sweat –”pengganti ion
menjadi minuman lifestyle ”
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17. BRAND POSITIONING STRATEGY
Ideally: Brand Desired Perception and Brand
Actual Perception
Brand Positioning : Through Brand Message
Brand Positioning becomes a reason to enter theBrand Positioning becomes a reason to enter the
market
Brand Positioning is the standing of a brand
comparison with its competitors
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18. BRAND POSITIONING STRATEGY (OTHERS)
• Image Strategy: ke berbagai citra – Brand
Image
• Attribute Positioning Strategy: Ditempelkan
menurut kebaikan merekmenurut kebaikan merek
• Benefit Positioning Strategy: memberikan
kegunaan, memuaskan: needs, wants &
desires
• Value Positioning: memberikan nilai lebih
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19. VALUE POSITIONING (1)
Product: Volvo Station Wagon
Target Market: safety-conscious – up-scale
families
Benefits: Durabality and SafetyBenefits: Durabality and Safety
Price: 20% Premium
Value Proposition: “The safest, most durable
wagon in which your family can ride
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20. VALUE POSITIONING (2)
Product: Domino Pizza
Target Consumers: Convenience-minded pizza
lovers
Benefits: Speed delivery and good qualityBenefits: Speed delivery and good quality
Price: 15% premium
Value Proposition: A good hot pizza to your door
within 30 minutes of ordering, at a moderate
price
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22. PERCEPTUAL MAPPING
Kotler: Using the information in the Perceptual
Map, a company can recognize the different
positioning strategies competitors can pursue.
E.g: Attribute Positioning, Benefit Positioning,E.g: Attribute Positioning, Benefit Positioning,
Application Positioning, Quality or Price
Positioning, Value Positioning.
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23. A Mild Brand Positioning
Positioning Category - Positioning Statement –
Brand Message:
1. Benefit Positioning: Low Nicotine Low Tar:
How Low Can You GoHow Low Can You Go
2. Attribute Positioning: Pioneer of low nicotine
low tar – Others can only follow
3. Value Positioning: Truly the pioneer of low
nicotine low tar – Bukan Basa Basi
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