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Solution to Mucinex's marketing problem of how to increase their market share in Walmart by leveraging in-store and mobile marketing
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1. The document discusses factors to consider when deciding on media for advertising, including reach, frequency, impact, and target audience habits.
2. It also covers selecting major media types like newspapers, TV, magazines and evaluating the effectiveness of advertising through communication research and sales data.
3. Key aspects of determining effectiveness include consumer feedback on the main message, influence on actions, and what works well or poorly in an ad.
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The document discusses how organizations can communicate with customers through various marketing communication tools. It recommends matching the communication tools to the purpose of the communication, such as using advertising for differentiation or reinforcement. It also suggests matching tools to customer segments based on their media consumption habits. Additionally, it advises combining tools in an integrated marketing campaign that targets customers across different stages of awareness, from unawareness to action. The key is determining the most cost-effective mix of tools to achieve marketing objectives.
Media buying
Media buying involves negotiating the optimal price and placement of advertisements. Media buyers purchase advertising space and time on behalf of advertisers, evaluating factors like demographics, pricing, and format to maximize value. There are two main types of media buyers - general market buyers who implement media plans, and direct response buyers who track specific metrics like sales to optimize spending. Researching the target audience and different media options is an important part of determining the best channels and strategies for each campaign.
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1. The document discusses factors to consider when deciding on media for advertising, including reach, frequency, impact, and target audience habits.
2. It also covers selecting major media types like newspapers, TV, magazines and evaluating the effectiveness of advertising through communication research and sales data.
3. Key aspects of determining effectiveness include consumer feedback on the main message, influence on actions, and what works well or poorly in an ad.
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The document discusses how organizations can communicate with customers through various marketing communication tools. It recommends matching the communication tools to the purpose of the communication, such as using advertising for differentiation or reinforcement. It also suggests matching tools to customer segments based on their media consumption habits. Additionally, it advises combining tools in an integrated marketing campaign that targets customers across different stages of awareness, from unawareness to action. The key is determining the most cost-effective mix of tools to achieve marketing objectives.
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In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
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This document discusses multichannel marketing (MCM) strategies for pharmaceutical companies. It notes that MCM can maximize brand potential by using different marketing channels like digital ads and e-details more cost-effectively than traditional sales calls. It also explains that physician behaviors have changed due to financial pressures, leading them to want online interactions. The document provides details on developing effective MCM programs, including aligning with brand strategy, using segmentation, and measuring objectives across channels. It concludes that following best practices and data solutions is key to implementing successful multichannel marketing.
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- Product refers to developing programs and services to meet consumer and social needs. The core product is defined by consumer research.
- Price involves setting prices and incentives to maximize adoption while considering costs, competition, and audience needs. Both monetary and non-monetary costs should be considered.
- Place is about optimizing distribution channels to improve access and outcomes. Channels should be selected based on costs, audience needs, and desired impacts.
- Promotion refers to communicating messages through appropriate channels like mass media, personal contacts, and triggers to promote behavior change. Message content
Proactive and Reactive Public Relations
Proactive PR Explained
A proactive approach to public relations involves using the opportunities that public relations offers to augment paid advertising messages. With this type of approach, a PR audit is conducted to strategically evaluate the positive aspects of a brand, including the products and services they offer, the accolades they have received, and any other positive attributes that they offer. Once the audit is performed, PR professionals can then devise strategy for communicating with the public the positives aspects of a brand.
In other words, this type of PR strategy is conducted when there isn’t a crisis to manage. Rather, it’s an ongoing strategy that is used to develop strong relationships with journalists and establish a positive reputation for a brand.Benefits of Proactive PR
A proactive PR strategy can provide several advantages for a business. Some of these benefits include:
Increased exposure
Greater brand awareness
Improved reputation
Low cost
Better control
Reactive PR Explained
Essentially, a reactive strategy is damage control public relations. Should a company receive any negative publicity, or if it is involved in a crisis that impacts the public at large, reactive public relations can help to manage the situation.
For example, if a company is slammed with a lawsuit for misconduct, or if a company head is caught in a lewd act, reactive PR would be used to repair any damage. The challenge with reactive PR, however, is that it is usually difficult to predict. That’s because it can be hard to determine when or why a company would receive negative attention. As such, it can be difficult to plan a reactive PR strategy.
openPR-Tip: While you might not be able to predict the future, you can prepare yourself by figuring out how you would deal with a negative situation should one unfold.
Benefits of Reactive PR
The primary benefit of reactive PR is that it can help to repair any damage that comes along with negative publicity. If done right, meaning that PR professionals act quickly and deliver effective messages, reactive PR can save the reputation of a brand
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- Organizations can use text alerts to share health reminders, event notifications, and research updates with members.
- Text campaigns allow cutting costs while creating greater awareness of events, donations, and the organization's cause.
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The document defines integrated marketing communications (IMC) and its various tools, including advertising, direct marketing, interactive/internet marketing, sales promotion, publicity/public relations, and personal selling. It provides definitions and discusses advantages and disadvantages of each tool. The goal of IMC is to achieve marketing objectives through a coordinated use of these different communication methods that reinforce each other.
Development and issues in marketing
The document discusses various topics related to marketing such as rural marketing, social marketing, digital marketing, direct marketing, services marketing, and green marketing.
Rural marketing refers to marketing activities targeted at rural populations and must consider their unique characteristics such as large, scattered populations with low literacy levels. The rural marketing mix must adjust elements like products, promotion, price and place to suit rural consumers.
Social marketing uses commercial marketing principles to promote social good, focusing on changing behaviors to benefit individuals and society. The four Ps of social marketing are product, price, place and promotion.
Digital marketing involves online activities to generate sales and capture customers searching online. Its objectives are to reach the right audience, engage them, motivate
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Integrated marketing communications (IMC) is a concept that recognizes the value of a comprehensive marketing communications plan that evaluates various communication disciplines like advertising, direct marketing, digital marketing, sales promotion, and public relations. The plan combines these disciplines to provide clarity, consistency, and maximum impact. IMC aims to shift focus from advertising-centric approaches to utilizing multiple communication tools in an integrated way.
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Imc
The document provides an overview of integrated marketing communications (IMC), defining it as a planning concept that evaluates various communication disciplines including advertising, direct marketing, interactive marketing, sales promotion, and public relations to provide clarity, consistency and maximum impact. It discusses the reasons for the growing importance of IMC and describes various IMC tools and how they are used, including different types of advertising, direct marketing, interactive marketing, sales promotion, publicity and public relations.
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integrated marketing communication
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Retail Sales Mod 5.pdf
RTMNU 4th sem MBA
Subject - Retail Sales Management & Services Marketing [ Marketing ]
Module 5
INTEGRATED SERVICES MARKETING
BY Jayanti R Pande
MBA free notes pdf download
JRP MBA notes
Free RTMNU Marketing notes by Jayanti Pande
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- 1. Presentation by: Jonathan Collins, Lorenzo Fertitta, Katie Hango, Tim Kiernan, Danny McConnell, Devin McNamara, Anisha Patel, Michael Rees, Ian Simpson, Michael Waterfield
- 2. Today’s Presentation • Interactive Technology • Target Market • SWOT Analysis Highlights • Central Communications Theme • Differentiator/Promotional Schedule • Allocation of Budget
- 3. Interactive Technology Example of interactive technology within Puma Stores
- 4. Millennials 1. Low Brand Loyalty 2. Value Effective and Fast Acting Medicine 3. Exposure to Social Media and Mobile Advertising 4. Utilization of Tablets Target Consumer: “Max”
- 5. SWOT Analysis Highlights Strength: Maximum Effectiveness Weakness: Low Brand Loyalty Opportunity: Online/Mobile Marketing to Millennials Threat: CompetitorsVicks, Alka-Seltzer, Tylenol
- 6. Perceptual Map Very Effective High Brand Recognition Not Effective Low Brand Recognition
- 10. Overview of Budget Total amount spent: $2,948,300 Snapchat 27% Hulu 17% Youtube 17% Interactive Pad Display 17% Interactive Pads 22% Snapchat Hulu Youtube Interactive Pad Display Interactive Pads
- 11. The Solution to your Marketing Problem is the implementation of Interactive Pads!
- 12. Index Slide • Google Flu Trends • Primary Research Support • SWOT Analysis • SWOT Analysis Matrix • Detailed Marketing Budget
- 13. Google Flu Trends Return to Index
- 14. Primary Research Support Strength Taste Brand Recog. Price 65.82% 7.59% 10.13% 12.66% 25.32% 12.66% 34.18% 27.85%7.59% 30.38% 29.11% 32.91% 0.27% 48.10% 25.32% 25.32% Product Attribute Ranking 1 2 3 4 Return to Index
- 15. SWOT Analysis Return to Index
- 16. SWOT Analysis Matrix Strengths Weaknesses Opportunities -To take advantage of the younger consumer base and the changing age dynamic of the population, Mucinex can utilize its strong brand personality of being devoted to each and every customer's well- being - Because Walmart shoppers are considered “smart- shoppers”, Mucinex can easily demonstrate the added benefit and value which their brand offers, gaining the market share of these “smart-shoppers” -Although brand loyalty of Mucinex is low, the emerging millennial market and changing age dynamic of the population creates opportunities for Mucinex to gain loyalty through a different target market that previously did not exist Threats -Although the private label multi-symptom medicine brands are gaining market share, they do not promise the sort of brand personality and commitment to consumers that Mucinex provides; thus, Mucinex can emphasize its brand values to combat the threats of private label brands -To manage the threat of an increase of low-income consumers and households, Mucinex can emphasize the power and effectiveness of their brand to show the premium that Mucinex puts on their multi-symptom medicines; thus, showing the added value for the added price -Due to the “barbell economy” creating a vast range of incomes, we plan to focus on segmenting the market and choosing a target market since Mucinex has low perceived trustworthiness and low market share; which does not allow us to effectively attract all consumers -Since private label brands attract a large percentage of consumers due to their cheap prices, we will avoid targeting them as one of our main competitors since our low brand loyalty and high prices minimize the opportunities we have in taking market share from these brands Return to Index
- 17. Detailed Marketing Budget Promotion Category Promotional Tool Duration Total Cost Mobile Advertising Snap Chat 2 months (October-November) $400,000 Snap Chat 2 months (February-March) $400,000 Cost of Supplies Snap Chat $0 Total Category Cost: $800,000 Online Advertising Hulu 2 Months(December-January) $500,000 YouTube 2 Months (December-January) $500,000 Total Category Cost: $1,000,000 Calculation of CPM CPM Total Impressions YouTube $13.00 38,461,538 Hulu $13.00 38,461,538 In-Store Advertising Interactive Pad Display 2 months (December-January) $500,000 Cost of Supplies Interactive Pads (IPads) $648,300 Total Category Cost: $1,148,300 Total Marketing Cost: $2,948,300 Return to Index