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Chapter 7 Planning for IMC

Chapter 7 Planning for IMC. Learning objectives. To understand the role of planning in an organisation’s IMC program. To understand the role of target marketing, segmentation and positioning in planning for an IMC program. To explore the concepts and models of IMC planning.

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Chapter 7 Planning for IMC

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  1. Chapter 7Planning for IMC

  2. Learning objectives • To understand the role of planning in an organisation’s IMC program. • To understand the role of target marketing, segmentation and positioning in planning for an IMC program. • To explore the concepts and models of IMC planning. • To demonstrate the strategic importance of account planning in advertising.

  3. Marketing plan Situation analysis IMC audit Planning process Identifying markets Future of planning Market segmentation Planning for IMC IMC strategic decisions Selecting target market Role of planner Account planning Positioning Data for planning IMC planning Consumer insight Outside-in Zero-based

  4. The best job in the world Source: Courtesy of Tourism Queensland

  5. The best job in the world (cont.) Source: Courtesy of Tourism Queensland

  6. IMC defined By definition, IMC involves the process of: planning, executing, evaluating and controlling the use of the various communications tools to effectively communicate with target audiences.

  7. Review of the marketing plan Situation analysis Marketing objectives Marketing strategy and program Implementation program Performance evaluation

  8. IMC situation analysis • Internal factors • Promotional capabilities • Prior promotional programs • Brand image • Strengths and weaknesses of product or service • External factors • Customer analysis • Competitive analysis • Environmental analysis

  9. David Jones

  10. The IMC audit

  11. IMC Audit

  12. Marketing plan Situation analysis IMC audit Planning process Identifying markets Future of planning Market segmentation Planning for IMC IMC strategic decisions Selecting target market Role of planner Account planning Positioning Data for planning IMC planning Consumer insight Outside-in Zero-based

  13. Market segmentation and targeting Market segmentation is the process of dividing up a total market into distinct groups that: • have common needs • will respond similarly to a marketing action.

  14. Determining market segmentation Selecting market to target Positioning through marketing strategies The target marketing process Identifying markets with unfulfilled needs

  15. A key question is how far to go in the segmentation process Market segmentation and targeting (cont.) A broad market means more customers, but presents a challenge for identifying common needs. Narrow markets results in fewer customers and may be too small to be viable. Market served

  16. IMC strategic decisions

  17. Beer is beer?

  18. Behaviour Psychographic Outlets Demographic Socioeconomic Benefits Geographic Usage Awareness Awareness Bases for segmentation Customer characteristics Buying situation

  19. Market segmentation

  20. Demographic segments

  21. Behaviouristic segmentation

  22. Benefit segmentation

  23. Selecting a target market Target market selection Two key questions Which segments offer greatest potential? How many segments to enter? (coverage strategy)

  24. Market coverage strategy Undifferentiated marketing Single product or service offered to the whole market; no segmentation Differentiated marketing Develop different products for different segments; segmentation, no targeting P2 P3 P4 P1 Concentrated marketing Focus on single market or a few markets; segmentation and targeting P1 P1

  25. What position do we have now? Does our creative strategymatch it? What position do we want to own? Do we have the tenacity to stay with it? From whom must we win this position? Do we have the money to do the job? Developing a positioning strategy The position

  26. By attributes and benefits? By price or quality? By use or application? By product class? By product user? By competitor? By cultural symbols? Positioning strategies How should we position?

  27. Positioning by product user

  28. Positioning by competitor

  29. Developing a positioning platform 1. Identify the competitors 2. Assess consumers’ perceptions of competitors 3. Determine competitors’ current positions 4. Analyse consumer preferences 5. Make the positioning decision 6. Monitor the position

  30. Is the current position strategy working? Is the segmentation strategy appropriate? How strong is the competition? Are there sufficient resources to communicate the position? Positioning decisions The checklist

  31. Positioning strategy

  32. Marketing plan Situation analysis IMC audit Planning process Identifying markets Future of planning Market segmentation Planning for IMC IMC strategic decisions Selecting target market Role of planner Account planning Positioning Data for planning IMC planning Consumer insight Outside-in Zero-based

  33. Outside-in planning

  34. Zero-based planning

  35. IMC strategy

  36. IMC planning

  37. Role of account planner Strategy development Link between service staff & creative Researcher (inspire creative insights) Account planning Account planning is ‘the marketing services agency discipline that researches and defines the client’s offering in the marketplace; applies strategic thinking, grounded in intelligence and insights, to campaign planning.'

  38. Big ideas

  39. Talk to customers Ask designers, engineers Use the product Work for client Store visits Data for planning Read about it Background research

  40. Developing the consumer insight Is the insight fresh? New? Innovative? Is it relevant? Does it resonate with consumers? The consumer insight Is it enduring? Is it built on a deep understanding of consumers’ beliefs and needs so that it will endure? Is it inspiring? Does it excite the team and inspire different applications?

  41. Future of account planning • Increasing recognition of consumers’ emotional attachment to products and brands • Sustainability—embedding in strategy and operations • Extensions to boundaries of planning • communications across non-traditional channels • alignment of media strategy and planning • integration of account planning and IMC planning • rise of super planners

  42. Sustainability

  43. Summary and conclusions • Great ideas begin with clever planning. • Key strategic decisions include: • segmentation and targeting • positioning • developing the customer insight • creative strategy. • Strategic planning should lead to a deep consumer insight that inspires great creative ideas.

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