2. The Role of IMC in the Marketing Process Pertemuan 13 & 14 Mata kuliah: 00274 - INTEGRATED MARKETING COMMUNICATION Tahun : 2009/2010

3. Bina Nusantara University 3 The Role of IMC in the Marketing Process (1)  Figure 2-1 as the marketing process begins with the development of a marketing strategy and analysis  The company must then coordinate the various elements of the marketing mix into a cohesive marketing program that will reach the target market effectively.

4. Bina Nusantara University 4 The Role of IMC in the Marketing Process (2)  Promotion program is directed not only to the final buyer but also to the channel or “trade” members  Promotions play an important role in building and maintaining demand among final consumers and the trade

5. Bina Nusantara University 5 I. Marketing Strategy and Analysis I.1 Opportunity Analysis 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

6. Bina Nusantara University 6 I. Marketing Strategy and Analysis I.2 Competitive Analysis  Competing for the consumer’s discretionary income  Must understand the various ways potential customers choose to spend their money.

7. Bina Nusantara University 7 I. Marketing Strategy and Analysis  Ways to achieve a competitive advantage include having quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, or dominating channels of distribution  Competitive advantage can also be achieved through advertising that creates and maintains product differentiation and brand equity

8. Bina Nusantara University 8 I. Marketing Strategy and Analysis I.3. Target Market Selection  After evaluating the opportunities presented by various market segments, including a detailed competitive analysis, the company may select one, or more, as a target market.

9. Bina Nusantara University 9 Figure—The Target Market Process Identifying Markets with unfulfilled needs Determining Market segmentation Selecting A market To target Positioning Through Marketing strategies

10. Bina Nusantara University 10 II. The Target Marketing Process II.1. Identifying Markets  Marketer identifies the specific needs of groups of people, selection one or more of these segments as a target, and develops marketing programs directed to each.

11. Bina Nusantara University 11 II. The Target Marketing Process II.1. Identifying Markets  Target market identification isolates consumers with similar lifestyle, needs, and the like, and increases our knowledge of their specific requirements  Example : figure 2-3, the beer market has become quite segmented, offering super premiums, premiums, popular (low price), imports, lights low calorie and malts.

12. Bina Nusantara University 12 Figure—Market breakdown by product in the beer industry

13. Bina Nusantara University 13 II. The Target Marketing Process II.2. Market segmentation  “Dividing up a market into distinct groups that (1) have common needs and (2) will respond similarly to a marketing action

14. Bina Nusantara University 14 II. The Target Marketing Process  The segmentation process involves five distinct steps: Finding ways to group consumers according to their needs Finding ways to group the marketing actions usually the products offered available to the organization Developing a market-product grid to relate the market segments to the firm’s products or actions Selecting the target segments toward which the firm directs its marketing actions Taking marketing actions to reach target segments  The more the market becomes divided, the fewer consumers there are in each segment.

15. Bina Nusantara University 15 Bases for Segmentation a) Geographic Segmentation b) Demographic Segmentation c) Psychographics Segmentation  Personality and/or lifestyles  Based on an analysis of the activities,  interest and opinions (AIOs) of consumers d) Behavioristics Segmentation  According to their usage, loyalties, or buying responses to a product.

16. Bina Nusantara University 16 Bases for Segmentation e) Benefit Segmentation  In purchasing products, consumers are generally trying to satisfy specific needs and/or wants.  They are looking for products that provide specific benefits to satisfy these needs  The grouping of consumers on the basis of attributes sought in a product is known as benefit segmentation

17. Bina Nusantara University 17 III. Selecting a Target Market  Three market coverage alternatives 1. Undifferentiated marketing  Involves ignoring segment differences and offering just one product or service to the entire market.  For many years, Coca-Cola offered only one product version.

18. Bina Nusantara University 18 III. Selecting a Target Market 2. Differentiated marketing Involves marketing in a number of segments, developing separate marketing strategies for each. E.g. Indocafe, Cappuccino 3. Concentrated marketing Is used when the firm selects one segment and attempts to capture a large share of this market.

19. Bina Nusantara University 19 GOOD LUCK AND DON’T GIVE UP!