Scheme of Work WeekTopic 1 Introduction: The Marketing & Marketing Mix; 7 P’s 2 The fundamental Promotion: Segmentation, Targeting, Positioning; Promotion Plan 1 3 Promotion Plan 2 4 The fundamental Promotion Decisions: Objective and budgeting 5 Advertising Management : Overview, Styles of Creative Ads, Message Appeals 6 Sales Promotion Management: Capabililites and Limitation, SP for trader 7 Digital Marketing: Web Objectives, Web 1.0 & 2.0, Internet advantage & Disadvantage 8 Mid Examination 9 Review Promotion Plan Project 10 Class Presentation 1 11 Class Presentation 2 12 Review and Evaluation of Group Presentation 13 Outdoor signage, POP Materials 14 Word of Mouth Marketing 15 Review 16Final Examination

SEGMENTING

The Fundamental Promotion - Segmenting Segmenting means dividing the market into groups of people who have similar characteristic in certain key product- related areas. By using segmentation strategy, a company can more precisely match the needs and wants of the customer with its products.

TARGETING

The Fundamental Promotion - Targeting Targeting specific audiences can be considered the starting point for all promotion decisions. Targeting allows communicators to deliver their messages precisely and prevent wasted coverage on people outside the targeted audiences. The target audiences are refer to four sets of consumer characteristics, such as behaviorgraphic, psychographic, geodemographic and demographic.

The Fundamental Promotion - Targeting Demographic Demographic dividing and targeting the market using such characteristic as mentioned below. Age is often the first characteristic to be used in defining market segment Complete characteristic demographics: Age Gender and Sexual Orientation Ethnicity and Race Religion Education Occupation and Income Household size Family status

The Fundamental Promotion - Targeting Geo-demographic This is a combination of geography and demography, which describes this form of targeting. Geo-demographic targeting is that people who reside in similar areas, such as neighborhoods or postal ZIP code zones and share demographic similarities. Knowing where people live also provides some information regarding their general marketplace behaviors.

The Fundamental Promotion - Targeting Psychographic In general, psychographic is refer to information about consumer Values, Attitudes, Lifestyles (VALS) and motivations For example: a psychographic study of sports utility vehicles (SUVs) would assess the types of activities owner of SUVs participate in (camping, fishing or sporting events) and measure their values and attitudes toward issues related to owning or not owning an SUV (how much they value on safety and environment).

The Fundamental Promotion - Targeting Behavior-graphic / Behavioral This targeting is based on how people behave (with respect to a particular product category or class of related products), through: online search activity or past purchase behavior For example: you have maintained impeccable records on every customer’s purchases. The records show precisely when customer have purchased, what items they have selected and how much they have spent.

POSITIONING

The Fundamental Promotion - Positioning Brand positioning is an essential preliminary activity to developing successful promotional program. By having a clear positioning, the brand management team is committed to conveying a consistent message in all forms of communications messages. Positioning is both a useful conceptual notion and an invaluable strategic tool.

The Fundamental Promotion - Positioning Therefore, position involves two actions: Position a brand in (consumer’s mind) Against (competitive positioning strategies). In other words, positioning is the activity of creating meaning for a brand in the collective minds of consumer in comparison to what they think and feel about competitive brands.

The Fundamental Promotion - Positioning Benefit Positioning Positioning with respect to brand benefits can be accomplished by appealing to any of three categories of basic consumer needs: functional, symbolic or experiential. 1.Positioning based on functional needs; this positioning attempts to provide solutions to consumers’ current consumption related problem or potential problems by communicating that the brand possesses specific benefits which capable to solve those problems. For example: Crocs, appeals to consumers’ desire for lightweight, comfortable and odor resistant footwear.

The Fundamental Promotion - Positioning 2.Positioning based on symbolic needs; the brand is positioned in terms of their ability to satisfy non functional or symbolic needs. Positioning in terms of symbolic needs attempts to associate brand ownership with a desired group, role or self image. For example: personal beauty products, jewelry and motor vehicles.

The Fundamental Promotion - Positioning 3.Positioning based on experiential needs; consumers’ experiential needs represent their desires for products that provide sensory pleasure, variety and stimulation. Experiential needs are promoted as being out of the ordinary and high in sensory value, such as looking elegant, feeling wonderful or smelling great. For example; Magnum advertisement represents the brand positioning as especially flavorful chocolate ice cream. Consumers are promised the experience of tasting a special product.

The Fundamental Promotion - Positioning Brand Positioning Statement, elements: 1.Target Market (a) 2.Definition of the market you play in (b) 3.Brand Promise (emotional or rational benefit) (c) 4.The Reason to Believe (RTB) the brand promise (d)

Promotion Plan

Promotional Planning Process SITUATION ANALYSIS OBJECTIVESSTRATEGYTARGETSMESSAGESTACTICSEVALUATION

Promotional Planning - Situation Analysis The purpose of Situation Analysis is to find out where the brand is at the moment and where it wants to go Content of Situation Analysis consist of: Background research: review media coverage about the industry, organization, brand and the competitors SWOT analysis Current segmentation Key communication problem(s) to be solved

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