C ommunicating customer value: IMC

1. Chapter 12 Communicating customer value: IMC

2. Objectives • Know the tools of the marketing communications mix. • Understand the process and advantages of integrated marketing communications. • Understand The nature of each promotion tool • Know the Promotion-Mix-Strategies

3. The Promotion Mix

5. Integrated Marketing Communications • The Marketing Communications Environment is Changing: (landscape and communication model) • Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing • Improvements in information technology are facilitating segmentation • Media fragmentation has occurred with companies doing less broadcasting and more narrowcasting

6. Integrated Marketing Communications • The Need for Integrated Marketing Communications • Conflicting messages from different sources or promotional approaches can confuse company or brand images • The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently

7. Integrated Marketing Communications • Integrated Marketing Communications • The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

8. Integrated Marketing Communications Consistent, clear, and compelling company and brand messages

9. Integrated Marketing Communications • The Need for Integrated Marketing Communications • The Internet must be integrated into the broader IMC mix • Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications

10. Shaping The Overall Promotion Mix How does the company determine what mix of promotion tools it will use ?

11. Shaping The Overall Promotion Mix • The nature of each promotional tool

12. Shaping The Overall Promotion Mix • The nature of each promotional tool

13. Shaping The Overall Promotion Mix • The nature of each promotion tool

14. Shaping The Overall Promotion Mix • The nature of each promotion tool

15. Shaping The Overall Promotion Mix • The nature of each promotion tool

16. Shaping The Overall Promotion Mix • Promotion-Mix-Strategies • Push strategy: • involves “pushing” the product through marketing channels to final consumers. • The producer directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers. • Used more in (B2B) {putting more of their funds into personal selling, followed by sales promotion, advertising, and public relation}

17. Shaping The Overall Promotion Mix • Pull strategy: • The producer direct its marketing activities (primarily advertising and consumer promotion) toward final consumer to induce them to buy the product. • Consumer will demand the product from channel members, who will in turn demand it from producer. • The consumer demand “pull” the product through the channel. • Used more in (B2C) {putting more of their funds into advertising, followed by sales promotion, personal selling, and public relation} .

18. Shaping The Overall Promotion Mix Producer marketing activity (personal selling, trade promotion, other) Reseller marketing activity (personal selling, trade promotion, other) Producer Retailers and wholesalers Consumer Push Strategy Demand Demand Producer Retailers and wholesalers Consumer Producer marketing activities (consumer advertising, sales promotions, other) Pull Strategy