Organic Name Reactions for the students and aspirants of Chemistry12th.pptx
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1. The IMC Planning Process
Target
Budget
Market
Context
Customers
Competitors Objectives
Communication
Product IMC
Positioning Component
2. Customers
The IMC Planning Process
Current customers
Former customers
Potential new customers
Competitors’ customers
3. Competition
The IMC Planning Process
Identify major competitors.
Identify communication strategies and
tactics of each competitor.
Sources of information
• Primary research
• Secondary data
• Research what others say
4-3
6. Tests to Determine if a Particular
Market Segment Is Viable
• The individuals or businesses within the segment are
homogeneous.
• The market segment is different from the population as a
whole and distinct from other market segments.
• The market segment is large enough to be financially
viable to target with a separate marketing campaign.
• The market segment must be reachable through some
type of media or marketing communications method.
10. BMW Motorcycle ad directed to men as
the primary purchaser and women as the
decision-making influencer.
11. Tips for Marketing to Women
• Focus on how brand can improve life
• Engage them with the brand
• Focus on practical, not trivial
• Tell a story that resonates
• Provide details
• Be positive
12. Age
Segments Based on Demographics
Target specific age group
Combine with other demographic variables
Children attractive group
Spend $30 billion
Influence $500 billion
13. Segments Based on Demographics
Education
Income
Ethnic groups
Ad directed to
“exhausted affluent”
15. VALS 2
Psychographic Segmentation
Innovators – successful, sophisticated – upscale products
Thinkers – educated, conservative, practical – durability, value
Achievers – goal-oriented, conservative, career, and family
Experiencers – young, enthusiastic, impulsive, fashion, social
Believers – conservative, conventional, traditional
Strivers – trendy, fun-loving, peers important
Makers – self-sufficient, respect authority, not materialistic
Survivors – safety, security, focus on needs, price
16. Psychographics and Technology
New Enthusiasts – cutting edge, eager, high
incomes/education
Hopefuls – cutting edge, lack financial means
Faithful – not eager, but not averse
Oldliners – not interested in new technologies
Independents – higher incomes, but do not value new
technology
Surfers – ambivalent about new technology, cynical about
business
17. Teenage Markets
Demographic and Psychographic
Young metrosexuals – top 25%, outward appearance
Big man on campus
Technosapians
Red-blooded boys
Tuned inward
Under construction
18. Teenage Markets
Demographic and Psychographic
Jockettes – top 25%, enjoy sports, active lifestyle
In-style socialites
Most likely to succeed
Style meets thrift
Traditionalists
19. Characteristics of Generation Segments
Segment Year of Birth Characteristics
Generation Y 1978-2992 Clothes, autos, college, televisions, stereos
Generation X 1965-1977 Focus family and children
Younger boomers 1954-1964 Focus family and home
Older boomers 1945-1953 Upgrade home, children’s education, luxury
items
Seniors Up to 1945 Fixed income, health care
21. Geodemographic Segmentation
Combines
Demographic census data
Geographic information
Psychographic information
PRIZM
62 market segments
Southside City
Towns and Gowns
23. Usage Segmentation
Usage or purchase history
Create clusters
Target specific clusters
Create marketing programs for each cluster
Measure growth and migration
24. Methods of Segmenting B-to-B Markets
• Industry (NAICS/SIC codes)
• Size of business
• Geographic location
• Product usage
• Customer value
26. Product Positioning
Is the perception created in the consumer’s
mind regarding the nature of the company
and its products relative to the
competition?
Positioning is created by factors such as
product
quality, prices, distribution, image, and
marketing communications.
27. Product Positioning Strategies
• Product Attributes
• Competitors
• Use or application
• Price/quality
• Product user
• Product class
• Cultural symbol
28. A business-to-business advertisement An advertisement by Stetson
positioned by the product’s attributes: positioned by cultural symbols.
the brightness of the Sony projector.
29. Elements of Positioning
Never completely fixed
Applies to business-to-business also
International positioning important
Critical component of image and brand management
32. Marketing
Communications Budget
Budgets based on
communication objectives
marketing objectives
Budgets vary from consumer to B-to-B markets
Unrealistic assumption to assume direct
relationship between advertising and sales
33. Factors Impacting Relationship
Between Promotions and Sales
The goal of the promotion
Threshold effects
Carryover effects
Wear-out effects
Decay effects
Random events
36. Methods of Determining Marketing Communication Budgets
Percentage of sales
Meet-the-competition
“What we can afford”
Objective and task
Payout planning
Quantitative models
Editor's Notes
This ad for Bijan highlights the fact that not all women are alike. So in marketing to females, a company will need more information. That is where some of the other segmentation variables come into play.
Through in-depth interviews and focus group research, BMW Motorcycles learned a great deal about differences between men and women when it came to motorcycles. Men were seen as the primary purchaser. They finalized the deal, often appeared to make the final decision. But women were a very important influence on the decision. If the female did not like a particular brand, it was not likely to be purchased. Women were more concerned about comfort, feel, and looks while men were more concerned about the mechanical aspect of the cycle.
Demographics are relatively easy to identify, but they do not fully explain consumer purchase behavior. Psychographics are an individual’s activities, interests, and opinions. They help marketers to understand why consumers buy what they buy. Psychographics are often combined with demographic profiles to provide a much richer description of a target segment.
A well-known measurement of psychographics is the VALS2 typology. Consumers are divided into 8 different segments based on their AIO measures (activities, interests, and opinions). This type of information helps marketers design more effective communication. For instance, reaching achievers requires ads that stress careers, families, goals, and a conservative lifestyle. On the other hand, reaching experiencers requires ads to convey youthfulness, enthusiasm, impulsiveness, fashion and social acceptance.
Psychographic profiles have been developed for people as it relates to technology and their use of technology. New enthusiasts are on the cutting edge and eager to try new technologies. They tend to have higher incomes and a higher level of education. Hopefuls want to be on the cutting edge, but lack the resources to purchase new technology, which is often more expensive. Faithful are not eager to embrace new technology, but they are not averse to it either. Oldliners are not interested in new technology and resist changing from what they have. Independents have higher incomes, but do not value new technology. They like things the way they are. Surfers are ambivalent about technology and cynical about business. They see technology as a way for big business to rip you off.
Teenage markets have also been described in terms of psychographics. The largest group of teen males is young metrosexuals. They focus on outward appearance and comprise 25% of all teen males. Other groups of teenage males have been named big man on campus, technosapians, red-blooded boys, tuned inward, and under construction.
Teenage females have also been divided into psychographic groups. The largest group, making up 25% of teenage females, is the jockettes. This group has an active lifestyle and enjoys sports. Other female teenage groups are in-style socialites, most likely to succeed, style meets thrift, and traditionalists. By adding psychographic information to demographic data, a much richer understanding of the various teen groups emerge.
According to generation segmentation, seniors have a fixed income and spend heavily on health care and related medical items. This ad by St. Francis Medical Center is targeted to seniors informing them they are first in orthopedics and foremost in hip replacement.
Geodemographic segmentation combines demographic information, geographic information, and psychographic information. Geodemographic segmentation is beneficial for national firms conducting direct mail campaigns and for retailers in targeting customers in a geographic area around the store. The most well known geodemographic segmentation system is PRIZM. It consists of 62 different market segments. For every zip code in the United States, PRIZM identifies the market segments that reside there. For instance, in downtown Jackson, MS the two primary clusters are southside city and towns and gowns. The southside city cluster contains primarily young and elderly African-Americans, employed in low-paying blue collar jobs, with a lower level of education, who rent apartments, and read sports and fashion magazines.
Benefit segmentation focuses on the advantages consumers receive from a product rather than the characteristics of the consumer. An excellent example of benefit segmentation is the fitness industry. People exercise for different reasons. The three most common benefit segments are winners, dieters, and self-improvers. The winners exercise because they like to exercise. It is a way of life for them. The dieters join a fitness center to lose weight, or maintain their weight. Self-improvers are there primarily because a physician told them to be there. They have experienced a medical problem and realize they must exercise to regain body functions or maintain their health.
Usage segmentation focuses on how consumers use a product or on their purchase history. Marketers can create clusters of heavy users, light users, or any other category of users. By dividing the market in terms of usage, companies can target a specific cluster creating a unique marketing approach. The message to a light user of a product will certainly be different than a heavy user of a product. One of the goals of targeting light or average users is to move them up into a higher group in terms of usage.
Resorts often segment businesses based on product usage. This ad for Edgewater targets large businesses for conventions and conferences.
The ad by Sony seeks to position the product based on an attribute – the brightness of the projector light. The advertisement by Stetson is using the American cultural symbol of the cowboy to position its product.
A number of factors influence the relationship between promotions and sales. The goal of the promotion may be to increase brand awareness or build brand image. If so, there will be less impact on sales than with some of the other objectives. Threshold effects are present at the point where the advertising or communications begins to affect consumer responses in a positive direction. Carryover effects refer to an ads message being remembered or carried over to the time when the product is needed and the consumer is thinking about the purchase. Wear-out effects happen when an ad or message becomes old and stale and the consumer no longer pays attention to it. Decay effects occur when a company quits advertising and the brand name begins to fade in people’s memories. Sales can also be impacted by just random events, such as a major snow storm.
The straight line is an unrealistic assumption about the relationship between expenditures and sales. The bottom curve is more indicative of what happens. Advertising dollars are spent and for awhile nothing happens. Then consumers begin to pay attention and start purchasing the product, the threshold effect. As more advertising dollars are spent, diminishing returns occur. With each additional dollar in advertising, the impact is less and less. This is the concave downward response curve.
This ad by Yamaha relies on carryover effects of advertising. Boats are not purchased everyday so the hope of Yamaha is that when a consumer starts thinking about boats, he/she will remember the Yamaha brand and this ad.