Comunicacion comercial 2

8/19/2019 Comunicacion comercial 2

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The Role of IMC inthe Marketing Process

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin



Product

Decisions

PricingDecisions

DistributionDecisions

Product

Decisions

PricingDecisions

DistributionDecisions

Opportunity

Analysis

CompetitiveAnalysis

TargetMarketing

IdentifyingMarkets

Market

egmentation

electing aTarget Market

PositioningThroughMarketingtrategies

PromotionalDecisions

• Advertising

• DirectMarketing

• InteractiveMarketing

• alesPromotion

• Publicity andPublicRelations

•

Personalelling

Resellers

!ltimateConsumer

• Consumers

• "usinesses

Promotionto Final Buyer

Promotion

To Trade

Opportunity

Analysis

CompetitiveAnalysis

TargetMarketing

IdentifyingMarkets

Market

egmentation

electing aTarget Market

PositioningThroughMarketingtrategies

PromotionalDecisions

• Advertising

• DirectMarketing

• InteractiveMarketing

• alesPromotion

• Publicity andPublicRelations

•

Personalelling

!ltimateConsumer

• Consumers

• "usinesses

Marketing and Promotions Process Model




Marketing to a #ifestyle

+© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin



Positioning Through Marketing Strategies

Positioning Through Marketing Strategies

Selecting Market To Target


Determining Market Segmentation


Identify Markets With Unfulfilled Needs








The Target Marketing Process




"eer is "eer$ %ot Really&

Popular Imports Specialties Premium Light




A Product for 'very egment




Take Marketing Actions To Reach Target egments(Take Marketing Actions To Reach Target egments(

elect the Product egments To)ard *hich the +irmDirects Its Marketing Actions(elect the Product egments To)ard *hich the +irmDirects Its Marketing Actions(

Develop a Market,Product -rid To Relate the Marketegments To the +irm.s Products and Actions(


+ind *ays To -roup Marketing Actions / !sually theProducts Offered / Available To the Organi0ation(


+ind *ays To -roup Consumers

According To Their %eeds(



elect the Product egments To)ard *hich the +irmDirects Its Marketing Actions(elect the Product egments To)ard *hich the +irmDirects Its Marketing Actions(









The Marketing egmentation Process




"ehavior"ehavior

"enefits"enefits

OutletsOutlets

"enefits"enefits

OutletsOutlets"ehavior"ehavior

PsychographicPsychographic

-eographic-eographic

DemographicDemographicPsychographicPsychographic DemographicDemographic

-eographic-eographic

"ases for egmentation

CustomerCharacteristics

CustomerCharacteristics

ocioeconomicocioeconomic

BuyingSituation

BuyingSituation

!sage!sage

ocioeconomicocioeconomic




Abercrombie 1 +itch Targets 'cho "oomers




2ispanics Prefer panish #anguage Ads


3Click outside of the video screen to advance to the ne4t slide



*hat Position Do*e 2ave %o)$*hat Position Do*e 2ave %o)$

Do *e 2ave theMoney To Do the5ob$


*hat Position Do*e *ant To

O)n$

*hat Position Do*e *ant ToO)n$

+rom *hom

Must *e *inThis Position$

+rom *hom


Do *e 2ave the

Tenacity To tay*ith It$

Do *e 2ave the


Do *e 2ave the


Do *e 2ave the




+rom *hom


+rom *hom


*hat Position Do*e *ant To

O)n$

*hat Position Do*e *ant ToO)n$

*hat Position Do*e 2ave %o)$*hat Position Do*e 2ave %o)$

Does OurCreative trategy

Match It$

Does OurCreative trategyMatch It$

Developing a Positioning trategy


ThePosition

ThePosition



"y Attributes and "enefits$"y Attributes and "enefits$

"y Price or 6uality$"y Price or 6uality$

"y !se or Application$"y !se or Application$

"y Product Class$"y Product Class$

"y Product !ser$"y Product !ser$

"y Competitor$"y Competitor$

"y Cultural ymbols$"y Cultural ymbols$

"y Attributes and "enefits$"y Attributes and "enefits$

"y Price or 6uality$"y Price or 6uality$

"y !se or Application$"y !se or Application$

"y Product Class$"y Product Class$

"y Product !ser$"y Product !ser$

"y Competitor$"y Competitor$

Positioning trategies


How shouldwe position?



Cultural ymbols Can Differentiate "rands

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin +



7( Monitor the Position7( Monitor the Position

8( Make the Positioning Decision8( Make the Positioning Decision

9( Analy0e Consumer Preferences9( Analy0e Consumer Preferences

:( Determine Their Positions:( Determine Their Positions

;( Assess Perceptions of Them;( Assess Perceptions of Them

<( Identify the Competitors<( Identify the Competitors

8( Make the Positioning Decision8( Make the Positioning Decision

9( Analy0e Consumer Preferences9( Analy0e Consumer Preferences

:( Determine Their Positions:( Determine Their Positions

;( Assess Perceptions of Them;( Assess Perceptions of Them

<( Identify the Competitors<( Identify the Competitors

Developing a Positioning Platform




Is the CurrentPosition trategy*orking$


Is the egmentationtrategyAppropriate$


Are There ufficientResources ToCommunicate thePosition$








2o) trong Is theCompetition$2o) trong Is theCompetition$

Positioning Decisions


TheChecklist

TheChecklist



Advertising Develops "rand Images




"randing and Packaging *ork Closely Together


Product DecisionsProduct Decisions

"RA%DI%-"RA%DI%-

Brandname

commun-icatesattributesandmeanin

Brandname

commun-icatesattributesandmeanin

!d"ertisincreates and

maintainsbrandequity

!d"ertisincreates and

maintainsbrandequity

#ac$ain%as become

increasinl&important

#ac$ain%as become

increasinl&important

It's o(tencustomers'

(irste)posure to product

It's o(tencustomers'

(irste)posure to product

PAC=A-I%-PAC=A-I%-"RA%DI%-"RA%DI%-



A Package Is More than a Container




Packaging 'nhances "rand Identity


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Price Must "e Consistent *ithPerceptions of the ProductPrice Must "e Consistent *ithPerceptions of the Product

2igher Prices Communicate 2igherProduct 6uality


#o)er Prices Reflect "argain or >?alue@ Perceptions#o)er Prices Reflect "argain or >?alue@ Perceptions

Price Advertising and Distributionbe !nified In

Identifying the Product Position

Price Advertising and Distributionbe !nified In


Price Must "e Consistent *ithPerceptions of the ProductPrice Must "e Consistent *ithPerceptions of the Product



#o)er Prices Reflect "argain or >?alue@ Perceptions#o)er Prices Reflect "argain or >?alue@ Perceptions

Price Advertising and Distributionmust be !nified In


Price Advertising and Distributionmust be !nified In


Pricing Must "e Coordinated )ith Other +actors


PricingConsiderations

PricingConsiderations

A Product Positioned as 2igh 6uality*hile Carrying a #o)er Price thanCompetitors *ill Confuse Customers

A Product Positioned as 2igh 6uality*hile Carrying a #o)er Price thanCompetitors *ill Confuse Customers

P d C P i



ome Products Compete on Price BOthers Compete on 6uality




electingelecting

ManagingManaging

MotivatingMotivating

electingelecting

ManagingManaging

Distribution is a ?ital #ink in the Chain


DistributionChannelDecisions

DistributionChannelDecisions



The >Middleman@ Can Play a =ey Role


IndependentChannel

Intermediaries

IndependentChannel

Intermediaries

"rokers"rokers

DistributorsDistributors

*holesalers*holesalers

RetailersRetailers

"rokers"rokers

DistributorsDistributors

*holesalers*holesalers



Push PolicyPush Policy

Producer Producer

Wholesaler Wholesaler

Retailer Retailer

Consumer Consumer

Producer Producer


Retailer Retailer

Consumer Consumer

Push ?ersus Pull


Information Flow

Pull PolicyPull Policy

Producer Producer


Retailer Retailer

Consumer Consumer



Point of ale Displays Racks tandsPoint of ale Displays Racks tands

Trade Deals pecial DisplaysTrade Deals pecial Displays

Dealer Premiums Pri0es -iftsDealer Premiums Pri0es -ifts

Cooperative Advertising DealsCooperative Advertising Deals

Advertising Materials Mats InsertsAdvertising Materials Mats Inserts

Push Money or >piffsPush Money or >piffs

Collaterals Catalogs ManualsCollaterals Catalogs Manuals

Point of ale Displays Racks tandsPoint of ale Displays Racks tands

Trade Deals pecial DisplaysTrade Deals pecial Displays

Dealer Premiums Pri0es -iftsDealer Premiums Pri0es -ifts

Cooperative Advertising DealsCooperative Advertising Deals

Advertising Materials Mats InsertsAdvertising Materials Mats Inserts

Push Money or >piffsPush Money or >piffs

Collaterals Catalogs ManualsCollaterals Catalogs Manuals

Promotion to Push -oods Through Channels


PUSH

Company Conventions MeetingsCompany Conventions Meetings



ampling free trialampling free trial

Cents/off promotionsCents/off promotions

Cents/off couponsCents/off coupons

Combination offersCombination offers

Premiums or giftsPremiums or gifts

Contests s)eepstakesContests s)eepstakes

Point/of/purchasePoint/of/purchasePoint/of/purchasePoint/of/purchase

Contests s)eepstakesContests s)eepstakes

Premiums or giftsPremiums or gifts

Combination offersCombination offers

Cents/off couponsCents/off coupons

Cents/off promotionsCents/off promotions

ampling free trialampling free trial

Promotion to Pull -oods Through Channels

PU

Trading stampsTrading stamps

Comunicacion comercial 2

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