4 imc strategy

7/31/2019 4 Imc Strategy

1/13

5-1

The Marketing Plan

Promotion Opportunity AnalysisFive Steps

1) Conduct a communications marketing analysis.

2) Establish objectives.

3) Create a budget.

4) Prepare a promotional strategy.

5) Match tactics with strategy.


2/13

5-2

Promotions Opportunity Analysis

Step 1Conduct a Communication Market Analysis

Competitive analysis

Opportunity analysis

Target market analysis

Customer analysis

Positioning analysis


3/13

5-3

Competitive Analysis

Identifies major competitors.

Identifies communication strategies and

tactics of each competitor.

Sources of information

Secondary data

Other people

Primary research


4/13

5-4

Opportunity Analysis

Are there customers that the competition is ignoring?

Which markets are heavily saturated?

Are the benefits of our products being clearly

articulated?

Are there opportunities to build relationships using a

slightly different marketing approach?

Are there opportunities that are not being pursued?


5/13

5-5

Target Market Analysis

What benefits does each target market wantfrom the product?

How can each target market be reached?

What appeal works best for each targetmarket?

What needs of the target market are not beingmet by a competing firm?

What is the demographic and psychographicmakeup of each target market?


6/13

5-6

Customer Analysis

Current company customers.

The competitors customers.

Potential customers who currently do

not purchase the product but may

become interested.

Three Types of Customers


7/13

5-7

Position Analysis

Is the perception created in the consumers

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.


8/13

5-8


Step 2Establish Communication Objectives

Develop brand awareness

Increase good/service category demand

Change customer beliefs or attitudes. Enhance purchase actions

Encourage repeat purchases

Build customer traffic

Enhance firm image Increase market share

Increase sales

Reinforce purchase decisions


9/13

5-9

F I G U R E 5. 4

Components of a Corporate Image


10/13

5-10

Factors Impacting Relationship

Between Promotions and Sales

The goal of the promotion

Threshold effects

Carryover effects

Decay effects

Random events


11/13

5-11

Methods of Determining the Marketing Communications Budget

Percentage of sales

Meet-the-competition

What we can afford

Objective and task

Payout planning

Quantitative models


Step 3

Create a Communications Budget


12/13

5-12


Step 4

Prepare a Communication Strategy

Communication strategies are broad, long-

term guidelines for the marketingcommunications program.

Should be linked to opportunities and

threats identified by the communication

market analysis.Should fit with the companys overall

message, image and themes.


13/13

5-13


Step 5

Match Tactics with Strategies

Specific advertisements.

Personal selling enticements for sales reps.

Sales promotions such as coupons, premiums, sweepstakes, and

contests.

Special product packages and labels.

Price changes.

Trade discounts to retailers.

Tactics support the communication strategies.

Examples of tactics would include:

4 imc strategy

Documents