1. Chapter 2 The Role of IMC in the Marketing Process

2. Strategic Marketing Plan
Guides
Allocation of organization’s resources
Specific marketing programs and policies
Evolves from an organization’s overall corporate strategy
Relation to text: This slide relates to the content on page 43 of the text.
Summary Overview: This slide discusses about the strategic marketing plan, which every organization that wants to exchange its products or services in the marketplace successfully should have.
Use of this Slide:
This slide can be used to discuss about the strategic marketing plan that must be used by organizations to be guided for the allocation of the organization’s resources and for formulating specific marketing programs and policies. The strategic marketing plan evolves from an organization’s overall corporate strategy.

3. Opportunity Analysis Market opportunities: Areas where:
There are favorable demand trends
Customer’s needs and opportunities are not being satisfied
Firm can compete effectively
Steps to identify market opportunities
Examine the marketplace
Observe demand trends and competition in various market segments
Relation to text: This slide relates to the content on page 44 of the text.
Summary Overview: This slide identifies and presents one of the three steps that are required to develop a strategic marketing plan.
Use of this Slide:
This slide can be used to present opportunity analysis, market opportunities, and the steps to identify market opportunities. Opportunity analysis is the careful analysis of the marketplace that can lead to alternative market opportunities.
Market opportunities are areas where there are favorable demand trends, where the company believes customer needs and opportunities are not being satisfied, and where it can compete effectively. Market opportunities can be identified by examining the marketplace and observing the demand trends and competition in various market segments.

4. Competitive Analysis
Analyzing the competition in the marketplace and searching for a competitive advantage
Competitive advantage: Attributes that give a firm an edge over competitors
Better quality products
Superior customer service
Low production costs and lower prices
Dominating channels of distribution
Advertising
Relation to text: This slide relates to the content on pages of the text.
Summary Overview: This slide identifies and presents one of the three steps that are required to develop a strategic marketing plan.
Use of this Slide:
This slide can be used to present competitive analysis and competitive advantage. This slide can also be used to discuss and identify the competitive advantage of few companies. Competitive analysis refers to analyzing the marketplace and searching for a competitive advantage. Competitive advantage is something special a firm does or has that gives it an edge over competitors.

5. Target Market Selection
Done after evaluating market opportunities and doing a competitive analysis
Has direct implications on a firm’s advertising and promotional efforts
Relation to text: This slide relates to the content on page 46 of the text.
Summary Overview: This slide identifies and presents one of the three steps that are required to develop a strategic marketing plan.
Use of this Slide:
This slide can be used to discuss the target market selection step while developing a strategic marketing plan. Target market selection is done after evaluating market opportunities and doing a competitive analysis. It has direct implications on a firm’s advertising and promotional efforts.

6. Figure 2.2 - The Target Marketing Process
Relation to text: This slide relates to Figure 2-2 on page 47 of the text.
Summary Overview: This slide presents the target marketing process and the basic steps involved. The process by which marketers develop different marketing strategies to satisfy different customer needs is called target marketing.
Use of this Slide:
This slide can be used to introduce the target marketing process and provide a brief description of each step:
Identifying markets with unfulfilled needs - In this step consumers with similar lifestyles, needs, and wants are isolated and increases the marketers knowledge of their specific requirements.
Determining market segmentation - In this step a market is divided into distinct groups that have common needs and will respond similarly to a marketing action.
Selecting a market to target - This step determines how many segments to enter, and which segments offer the most potential.
Position through marketing strategies - This step determines the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it apart from the competition.
Each of these steps is presented in more detail on the following slides.

7. Market Segmentation
Dividing a market into distinct groups with common needs, who respond similarly to a marketing situation
Criteria
Geographic segmentation: Markets are divided into different geographic units
Demographic segmentation: Dividing the market on the basis age, sex, family size, education, income, and social class
Psychographic segmentation: Dividing the market on the basis of personality, lifecycles, and/or lifestyles
Relation to text: This slide relates to the content on pages of the text.
Summary Overview: This slide presents the definition of market segmentation and some the bases for segmentation.
Use of this Slide:
This slide can be used to define market segmentation and discuss some of the methods available for segmenting markets.
Market segmentation is dividing a market into distinct groups that have common needs and will respond similarly to a marketing action.
This slide can be used to have a discussion on geographic segmentation, demographic segmentation, and psychographic segmentation.

8. Bases for Market Segmentation
Dividing consumers into groups according to their usage, loyalties, or buying responses to a product
80-20 rule: 20 percent of buyers account for 80 percent of sales volume
Behavioristic segmentation
Relation to text: This slide relates to the content on pages of the text.
Summary Overview: This slide presents some of the bases for segmentation—behavioristic segmentation and benefit segmentation.
Use of this Slide:
This slide can be used to have a discussion on behavioristic segmentation and benefit segmentation. This slide can also be used to have a discussion on how the same product can be marketed differently.
Dividing consumers into groups according to their usage, loyalties, or buying responses to a product is behavioristic segmentation.
The grouping of consumers on the basis of attributes sought in a product is known as benefit segmentation.
Grouping of consumers on the basis of attributes sought in a product
Benefit segmentation

9. Selecting Target Market
Determine how many segments to enter
Determine which segments offer the most potential
Relation to text: This slide relates to the content on pages of the text.
Summary Overview: This slide presents the two steps that must be performed to select a target market.
Use of this Slide:
This slide can be used to introduce the next phase of the marketing process—determining how many market segments to enter, and which of these segments offer the greatest potential.
The following slides get into specifics.

10. Positioning
Fitting a product or service to one or more segments of the broad market to make it unique within the marketplace
Approaches
Focusing on the consumer - Linking the product with the benefits the consumer will derive
Focusing on competition - Positions the product by comparing the benefit it offers versus the competition
Relation to text: This slide relates to the content on page 55 of the text.
Summary Overview: This slide presents the definition of market positioning along with the approaches to positioning. Positioning involves fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.
Use of this Slide:
This slide can be used to discuss the definition of market positioning and present the approaches of positioning. Approach of positioning can be customer focused or competition focused.

11. Positioning Strategies
Positioning by product attributes and benefits
Sets the brand apart from competitors on the basis of specific characteristics or benefits offered
Salient attributes: Important to consumers and are the basis for making a purchase decision
Positioning by price/quality
Done where cost comes secondary to quality
Relation to text: This slide relates to the content on page 56 of the text.
Summary Overview: This slide presents two of the seven positioning strategies discussed in the text.
Use of this Slide:
This slide can be used to discuss two of the seven positioning strategies available to marketers:
Attributes/Benefits - A common approach is setting the brand apart from competitors on the basis of specific characteristics or benefits. Marketers attempt to identify salient attributes, which are important to customers when making purchase decisions.
Price/Quality - Price is used as a characteristic of the brand. If a product is positioned as high quality, price may be a secondary consideration. Another option is to focus on product quality or value offered at a competitive price.

12. Positioning Strategies
Positioning by use or application
Used to enter a market on the basis of a particular use or application
Positioning by product class
Positioning by product user
Positioning by competitor
Positioning by cultural symbols
Makes the brand easily identifiable and differentiated from others
Relation to text: This slide relates to the content on pages of the text.
Summary Overview: This slide presents other positioning strategies discussed in the text.
Use of this Slide:
This slide can be used to discuss the positioning strategies available to marketers:
Use/Application - This strategy associates the brand with a specific use. This approach can be an effective way to expand usage of a product.
Product Class - This strategy positions the product against a product in another category, rather than against a competitor. For example, positioning frozen orange juice against fresh oranges.
Product User - This strategy associates a brand with a type of person or group that uses a product or service.
Competitor - This strategy positions a company or brand against a competitor. Often another form of positioning is used to differentiate the brand.
Cultural Symbols - This strategy uses a cultural symbol to differentiate a product from competitors (e.g. Keebler elves, the Jolly Green Giant, Tony the Tiger).

13. Repositioning Altering a product’s or brand’s position due to:
Declining or stagnant sales
Anticipated opportunities in other market positions
Difficult to accomplish because of entrenched perceptions and attitudes toward the product or brand
Relation to text: This slide relates to the content on page 58 of the text.
Summary Overview: This slide presents another positioning strategy—repositioning—discussed in the text. This strategy is difficult to accomplish because of entrenched perceptions and attitudes toward the product or brand.
Use of this Slide:
This slide can be used to discuss another positioning strategy—repositioning. Repositioning involves altering or changing the position of a product or brand. It occurs because of stagnant or declining sales or because of anticipated opportunities in other market positions.

14. Branding Builds and maintains brand awareness and interest
Develops and enhances attitudes toward the company or product
Builds relationships between the consumer and the brand
Relation to text: This slide relates to the content on pages of the text.
Summary Overview: This slide discusses the overall goals of branding and defines brand identity and brand equity.
Use of this Slide:
This slide can be used to discuss the goals of branding and to present the definition of brand identity and brand equity.
The goal of branding is to (1) build and maintain brand awareness and interest, (2) develop and enhance attitudes toward the company, product, or service and (3) build and foster relationships between the consumer and the brand.
The brand identity consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumers.
Brand equity is an intangible asset of added value or goodwill that results from the favorable image, impressions of differentiation, and/or the strength of consumer attachment to a company name, brand name, or trademark.
Brand identity: Combination of name, logo, symbols, design, packaging, and image of associations held by consumers
Brand equity: Intangible asset of added value

15. Promotional Push Strategies
Programs designed to persuade the trade to stock, merchandise and promote a manufacturer’s products
Goal
Push the product through the channels of distribution by selling and promoting it
Trade advertising: Used to motivate wholesalers and retailers to purchase products for resale
Relation to text: This slide relates to the content on page 63 of the text.
Summary Overview: This slide introduces the concept of promotional push strategy and defines trade advertising. Companies may use trade advertising to interest wholesalers and retailers and motivate them to purchase its products for resale to their customers.
Use of this Slide:
This slide be used to introduce the concept of promotional push strategy. Programs designed to persuade the trade to stock, merchandise, and promote a manufacturer’s products are part of a promotional push strategy. The goal of this strategy is to push the product through the channels of distribution by aggressively selling and promoting the item to the resellers, or trade.

16. Promotional Pull Strategies
Spending money on advertising and sales promotion efforts directed toward the ultimate consumer
Goal
Create demand among consumers
Encourage consumers to request the product from the retailer
Relation to text: This slide relates to the content on page 63 of the text.
Summary Overview: This slide introduces the concept of promotional pull strategy.
Use of this Slide:
This slide be used to introduce the concept of promotional pull strategy, which is spending money on advertising and sales promotion efforts directed toward the ultimate consumer. The goal of a pull strategy is to create demand among consumers and encourage them to request the product from the retailer.