Class 6: IMC Planning

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1 Class 6: IMC Planning

2 Content How does IMC planning work? 6 steps in IMC planning process Internal marketing and why is it important in the IMC plan?

3 IMC IMC is like an orchestra...

4 IMC plan as Music Score Musical score guides all the members of the orchestra to play together IMC plan guides all the members of an organization to work together

5 Why do we need a plan? provides a rational process for identifying the most important communication issues informs everyone involved with marketing communication helps ensure that MC is integrated and focused helps identify budget 5creates a benchmark for measuring results

6 Zero-based planning Zero-based planning: a process that determines marketing objectives and strategies based on current brand and current market place conditions. Question: Why can t we stick to last year s budget and marketing plan? starting from zero.

7 Zero-based planning Because. competitors and distribution channel are constantly changed; as are consumers wants and needs

8 IMC Plan: 6 Steps Step 1: Identify Target Audiences Step 2: Analyze SWOT Step 3: Determine Marketing Communication Objectives Step 4: Develop Strategies & Tactics Step 5: Set the budget Step 6: Evaluate effectiveness

9 Step 1: Identify Target nerds Who are you selling to? What do they like? Where do they go? What do they do? 1 punk girls SEGMENTING key: grouping K-pop kiku girls suay suay pretty girls 2. TARGETING 3. key: selecting analyze demographics, psychographics, lifestyle, needs & wants

10 social, market, economic conditions that alter customers attitudes about a company and its products Step 2: Analyze SWOT SWOT: The analysis of marketplace situation. structured evaluation of... internal strengths and weaknesses & external opportunities and threats strengths weaknesses brand s innovativeness, convenience, brand image, positioning, financial strength, product, etc opportunities threats

11 SWOT Analysis Example strengths -well known brand -good brand image -big store -product variety -new -popular opportunities -available areas for more store openings -partnerships with department stores -can tap into specific markets, such as university students, condo dwellers -Mega Bangna opening (will draw more people) -growing middle and upper-middle class population -growing Asian economy weaknesses -price actually more expensive that other Thai brands (relatively) -only one store -company does not understand Thai consumers well enough -far store location -too little marketing communication threats -economic recession and political crises -competitors (i.e. SB Furniture) opening stores nearby -changing trends: people moving towards unique products, away from mass produced -new competitors entering the market

12 SWOT Analysis lead to problem recognition.. Problems -low brand/ product awareness - Low brand preference How to solve? -Increase brand/ product awareness - Enhance brand preference What you want to solve will become your Communication Objectives

13 Step 3: Determine MC Objectives Based on your SWOT analysis, you can form objectives... things you d like to achieve for the brand. Objective = goal (what marketers want to accomplish with MC S M A R T Specific Measurable Attainable Relevant Timely i.e. Convince 50% of the target (university students) that IKEA is the coolest furniture brand in its category. i.e. Increase brand awareness by 15% within the next 8 months i.e. Increase store membership by 20% by the end of 2012.

14 Step 3: Develop Strategies & Tactics Every objective should be supported by one or more strategies. VS Strategy ideas about how to achieve objectives big picture concept Tactics specific actions taken to execute a strategy executional details bring strategy to life EXAMPLE: Objective Establish Victoria s Secret brand in South East Asia Strategy -Set up VS fashion show in HK Tactics: -Use Asian presenter such as Zhang Xi Yi -Use guerilla displays in department stores

15 Strategy Development 2 STAGES Determine which MC functions & which media you re going to use Marketing mix + media mix Form creative ideas &Message Mood, tone, manner

16 Step 5: Budgeting How would you allocate the budget?

17 Step 6: Evaluate Did you meet your objectives? Some ways to measure effectiveness... surveys market testing sales market share brand awareness brand recognition tests so many other tools Effectiveness role of feedback

18 Internal Marketing

19 Internal Marketing internal marketing: an ongoing effort to involve employees in the planning process, communicate the plan to them and receive their support encourage everyone to suggest better way deal with consumer listen inform Ex: intranet/ extranet empower authorize employees to make decision to help consumer

20 Final Note: In order to create a truly focused marketing campaign, everyone must be on the same page

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