Febrina Rosinta

1. Komunikasi Pemasaran Febrina Rosinta

2. Segment your market • Tailor your message • Communicate via appropriate medium Steps to Successful Marketing

3. Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs with consumers, customers, prospects employees and other relevant external and internal audiences. The goal of IMC is to generate short-term financial returns and build long-term brand value.

4. Marketing communication are the means by which firms attemp to inform, persuade, and remind consumers – directly or indirectly – about the products and brands that they sell. (Kotler, dan Keller, 2006) • IMC merupakan “Voice”of the brand • Saranamembangunhubungandengankonsumen.

5. Marketing communication is a collective term for all the various types planned messages used to build a brand – advertising, public relations, sales promotions, direct marketing, personal selling, packaging, events and sponsorshpis, and customer service. (Duncan, 2005)

6. The Changing Communications Environment Two factors are changing the face of today’s marketing communications: As mass markets have fragmented, marketers are shifting away from mass marketing Vast improvements in information technology are speeding the movement toward segmented marketing

7. The Need for IMC Using IMC, the company carefully integrates and coordinates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

8. Integrated Marketing Communication

9. Marketing Communications Mix • Advertising • Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. • Sales Promotion • Short-term incentives to encourage the purchase or sale of a product or service.

10. Marketing Communications Mix • Public Relations • Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. • Personal Selling • Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

11. Marketing Communication Mix • Direct Marketing • Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers.

12. Advertising • Can reach masses of geographically dispersed buyers. • Can repeat a message many times. • Is impersonal, one-way communication. • Can be very costly for some media types.

13. Personal Selling • Involves personal interaction between two or more people. • Allows relationship building. • Most expensive promotion tool.

14. Sales Promotion • Wide assortment of tools. • Attracts consumer attention. • Offers strong incentives to buy. • Invites and rewards quick consumer response. • Effects are short-lived.

15. Public Relations • Very believable. • Reaches people who avoid salespeople and ads. • Can dramatize a company or product. • Tends to be used as an afterthought. • Planned use can be effective and economical.

16. Direct Marketing • Many forms that share four characteristics: • Nonpublic • Immediate • Customized • Interactive • Well suited to highly targeted marketing.

17. The Communication Process • Viewing communications as managing the customer relationship over time • Communications flow in both directions

18. Key Features of IMC • Key features of IMC • Affect behavior • Start with the customer or prospect • Use any and all forms of contacts • Achieve synergy • Build relationship • In the context of the marketing mix, promotions represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response

19. Langkah Pengembangan Komunikasi Pemasaran yang Efektif • Identifikasi target audience • Tentukan tujuan komunikasi • Merancang pesan • Menyeleksi saluran komunikasi • Menetapkan anggaran promosi • Memilih bauran promosi • Mengukur hasil promosi

20. Tujuan Strategi Komunikasi Pemasaran • Untuk mempengaruhi perilaku • Untuk memberikan informasi • Untuk membujuk • Untuk mentransformasikan tanggapan afeksi • Untuk mengingatkan

21. Response Hierarchy Models

22. Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Advertising Sales promotion PR/ publicity Personal selling Direct marketing Internet/ interactive Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Internet/ interactive objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Internet/ interactive strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Integrated Marketing Communications Planning Model

23. Setting the Promotional Budget Affordable method What management thinks the company can afford Percentage-of-sales method The budget as a percentage of forecasted sales Competitive-parity method Setting the budget to match competition spending • Defining specific objectives • Determining tasks needed • Estimating costs of tasks • Adding total costs Objective-and-task method

24. Faktor yang mempengaruhi strategi Bauran Komunikasi Pemasaran Terpadu (Integrated Marketing Communications) a.Khalayak Sasaran ( target Audience) b. Daur Hidup Produk (Perkenalan, Pertumbuhan, Kedewasaan, Penurunan) c. Karakteristik produk d. Tingkatan Keputusan Pembelian

25. a. Khalayak Sasaran ( target Audience) • Konsumen akhir- Mass Media • Personal selling umumnya untuk pengecer • Direct Marketing– ditujukan mendorong • pembelian pertama kali atau pembelian • berulang. • - Konsumen industri --- Customized • Personal Sellling

26. b. Daur Hidup Produk

27. c. Karakteristik produk • Faktor Yang dipertimbangkan • - Jenis produk: konsumsi(konvenien, shopping, • spesial, unsought goods); industri ( barang produksi, • pendukung) • Kompleksitas  semakin kompleks • personal selling • - Risiko: keuangan, sosial dan fisik;  lebih • berisiko personal selling • Layanan tambahanlebih banyak • Direct Marketing

28. d. Tingkatan Keputusan Pembelian • Sebelum pembelian : iklan, promosi penjualan • dengan sampel; personal selling untuk • produk industri • Saat pembelian: personal selling, promosi • penjualan (kupon, point, rabat) • Setelah pembelian:personal selling, promosi • penjualan, iklan.

29. Strategi Komunikasi Pemasaran Terpadu • Push Strategy: Promosi ditujukan • kepada perantara •  Personal Selling, Promosi Penjualan • Pull Strategy :ditujukan pada konsumen • akhir Iklan; Promosi Penjualan

30. Push versus Pull Promotional Strategies • Refers to the directionof promotional effort • Exists as a range, yet most companies use a combination of both Figure 15.4

31. Humor in Advertising These days, it seems as though almost every company is using humor in its advertising, even the scholarly American Heritage Dictionary.

32. Sales Promotion Today’s food marketers are using more and more push promotions, including consumer price promotions.

33. Sales Promotion Objectives • Consumer Promotions: increase short-term sales or help build long-term market share. • Trade Promotions: get retailers to: • carry new items and more inventory • advertise products • give products more shelf space • buy ahead • Sales Force: getting more sales support. • In general, sales promotion should build long-term customer relationships.

34. Consumer Sales Promotion Tools Sample Offers a trial amount of a product Coupons Savings when purchasing specified products Cash Refunds “Rebates” Refund of part of the purchase price by mail Price Packs “Cents-Off Deals” Reduced prices marked on the label or package by producer Premiums Goods offered free or low cost as an incentive to buy a product Advertising Specialties Articles imprinted with an advertiser’s name given as gifts

35. Consumer Sales Promotion Tools Patronage Rewards Cash or other award offered for regular use of a product or service Point-of-Purchase Promotions Displays or demonstrations at the point of purchase or sale Contest Consumers submit an entry to be judged by a panel Sweepstakes Consumers submit their names for a drawing Games Consumers receive something each time they buy which may help them win a prize

36. Trade Promotion Tools Objectives Persuade resellers to carry a brand Give a brand shelf space Promote brand in advertising Push brand to customers Discounts Allowances Free Goods Push Money Specialty Advertising Items

37. Business Promotion Tools Objectives Generate business leads Stimulate purchases Reward customers Motivate salespeople Conventions Trade shows Sales contests

38. Trade Show More than 4,300 trade shows take place every year, drawing as many as 85 million people.

39. Public Relations Public relations is used to promote products, people, places, ideas, activities, organizations, and even nations. New York City turned its image around when its “I Love New York!” campaign took root, bringing millions more tourists to the city.

40. Public Relations Functions • Press relations or press agency • Product publicity • Public affairs • Lobbying • Investor relations • Development

41. The Nature of Personal Selling • Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term customer relationships. • The term salesperson covers a wide range of positions: • Order taker: Department store clerk • Order getter: Creative selling in different environments

42. The Role of the Sales Force • Personal selling is a paid, personal form of promotion. • Involves two-way personal communication between salespeople and individual customers. • Salespeople: • Probe customers to learn about problems • Adjust marketing offers to fit special needs • Negotiate terms of sales • Build long-term personal relationships

43. Major Steps in Effective Selling

44. The Personal Selling Process Prospecting The salesperson identifies qualified potential customers Preapproach The salesperson learns as much as possible about a prospective customer before making a sales call Approach The salesperson meets the customer for the first time Presentation The salesperson tells the “product story” to the buyer, highlighting customer benefits

45. The Personal Selling Process Handling Objections The salesperson seeks out, clarifies, and overcomes customer objections to buying Closing The salesperson asks the customer for an order Follow-up The salesperson follows up after the sale to ensure customer satisfaction and repeat business

46. Owens-Corning Field Sales Advantage system gives salespeople a constant supply of information about their company and the people with whom they are dealing.

47. Direct Marketing • Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. • Click Here to Visit the Direct Marketing Association's Website

48. The New Direct-Marketing Model • Some firms use direct marketing as a supplemental medium. • For many companies, direct marketing constitutes a new and complete model for doing business. • Some firms employ the direct model as their only approach. • Some see this as the new marketing model of the next millennium.

49. Benefits of Direct Marketing • Benefits to Buyers: • Convenient • Easy to use • Private • Ready access to products and information • Immediate and interactive

50. Benefits of Direct Marketing • Benefits to Sellers: • Powerful tool for building customer relationships • Can target small groups or individuals • Can tailor offers to individual needs • Can be timed to reach prospects at just the right moment • Gives access to buyers they could not reach through other channels • Offers a low-cost, efficient way to reach markets