chapter 7 planning for imc

Copyright 2012 McGraw-Hill Australia Pty Ltd PowerPoint Slides t/a Advertising and Promotion 2e by Belch, Belch, Kerr & Powell 7-1

Chapter 7

Planning for IMC


1. To understand the role of planning in an organisation’s IMC program.

2. To understand the role of target marketing, segmentation and positioning in planning for an IMC program.

3. To explore the concepts and models of IMC planning.

4. To demonstrate the strategic importance of account planning in advertising.

Learning objectives


Future of planning

Planning process

IMC strategic decisions

IMC planning

Situation analysis

IMC audit

Planning for IMC

Identifying markets

Role of planner

Data for planning

Consumer insight

Market segmentation

Selecting target market

Outside-in Zero-based

Account planning

Marketing plan

Positioning


The best job in the world

Source: Courtesy of Tourism Queensland


The best job in the world (cont.)

Source: Courtesy of Tourism Queensland


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.


Review of the marketing plan

Marketing strategy and programMarketing strategy and program

Marketing objectivesMarketing objectives

Situation analysisSituation analysis

Implementation programImplementation program

Performance evaluationPerformance evaluation


IMC situation analysis

External factors

1. Customer analysis

2. Competitive analysis

3. Environmental analysis

External factors

1. Customer analysis

2. Competitive analysis

3. Environmental analysis

Internal factors

1. Promotional capabilities

2. Prior promotional programs

3. Brand image

4. Strengths and weaknesses of product or service

Internal factors

1. Promotional capabilities

2. Prior promotional programs

3. Brand image

4. Strengths and weaknesses of product or service


David Jones


The IMC audit


IMC Audit


Future of planning

Planning process


IMC planning

Situation analysis

IMC audit

Planning for IMC

Identifying markets

Role of planner

Data for planning

Consumer insight

Market segmentation



Account planning

Marketing plan

Positioning


Market segmentation and targetingMarket segmentation is the process of dividing up a total market into distinct groups that:

1) have common needs

2) will respond similarly to a marketing action.


The target marketing process

Positioning through marketing strategiesPositioning through marketing strategies

Selecting market to targetSelecting market to target

Determining market segmentationDetermining market segmentation

Identifying markets with unfulfilled needsIdentifying markets with unfulfilled needs


Market served Market served

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.

A key question is how far to go in the segmentation process

A key question is how far to go in the segmentation process

Market segmentation and targeting (cont.)


Beer is beer?

Popular

Imports

Domestic specialties

Premium

Light

Popular

Imports

Domestic specialties

Premium

Light


Bases for segmentation

BehaviourBehaviour

BenefitsBenefits

OutletsOutlets

PsychographicPsychographic

GeographicGeographic

DemographicDemographic

SocioeconomicSocioeconomic

UsageUsage

AwarenessAwarenessAwarenessAwareness

Customercharacteristics

Customercharacteristics

BuyingsituationBuying

situation


Market segmentation


Demographic segments


Behaviouristic segmentation


Benefit segmentation


Selecting a target market

How many segments to enter?

(coverage strategy)

How many segments to enter?

(coverage strategy)

Target market selectionTwo key questions

Target market selectionTwo key questions

Which segments offer greatest

potential?

Which segments offer greatest

potential?


Market coverage strategy

Undifferentiated marketing

Single product or service offered to the whole market; no segmentation

P1

P1

P2

P3 Differentiated marketingDevelop different products for different segments; segmentation, no targeting

P4

Concentrated marketingFocus on single market or a few markets; segmentationand targeting

P1


Developing a positioning strategy

What position do we have now?

What position do we have now?

Do we have the money to do the

job?

Do we have the money to do the

job?

What position do we want to own?What position do we want to own?

From whom must we win this position?

From whom must we win this position?

Do we have the tenacity to stay with

it?

Do we have the tenacity to stay with

it?

Does our creative strategymatch it?

Does our creative strategymatch it? The

position The

position


Positioning strategies

By attributes and benefits?By attributes and benefits?

By price or quality?By price or quality?

By use or application?By use or application?

By product class?By product class?

By product user?By product user?

By competitor?By competitor?

By cultural symbols?By cultural symbols?

How shouldHow shouldwe position?we position?


Positioning by product user


Positioning by competitor


Developing a positioning platform

6. Monitor the position6. Monitor the position

5. Make the positioning decision5. Make the positioning decision

4. Analyse consumer preferences4. Analyse consumer preferences

3. Determine competitors’ current positions3. Determine competitors’ current positions

2. Assess consumers’ perceptions of competitors2. Assess consumers’ perceptions of competitors

1. Identify the competitors1. Identify the competitors


Positioning decisions

Is the current position strategy working?

Is the current position strategy working?

Is the segmentation strategy appropriate?Is the segmentation

strategy appropriate?

Are there sufficient resources to

communicate the position?

Are there sufficient resources to

communicate the position?

How strong is the competition?

How strong is the competition?

Thechecklist

Thechecklist


Positioning strategy


Future of planning

Planning process


IMC planning

Situation analysis

IMC audit

Planning for IMC

Identifying markets

Role of planner

Data for planning

Consumer insight

Market segmentation



Account planning

Marketing plan

Positioning


Outside-in planning


Zero-based planning


IMC strategy


IMC planning


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.'

Role of

account planner

Role of

account planner

Strategy development

Strategy development Researcher

(inspire creative insights)

Researcher

(inspire creative insights)

Link between service staff &

creative

Link between service staff &

creative


Big ideas


Data for planning

Read about it

Talk to customersAsk designers, engineers

Use the product

Wor

k fo

r cl

ient

Store visits

Background research

Background research


Developing the consumer insight

Is the insight fresh? New? Innovative?

Is the insight fresh? New? Innovative?

Is it relevant? Does it resonate with consumers?

Is it relevant? Does it resonate with consumers?

Is it inspiring? Does it excite the team and inspire

different applications?

Is it inspiring? Does it excite the team and inspire

different applications?

Is it enduring? Is it built on a deep understanding of consumers’ beliefs and

needs so that it will endure?

Is it enduring? Is it built on a deep understanding of consumers’ beliefs and

needs so that it will endure?

Theconsumer insight

Theconsumer insight


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


Sustainability


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.

chapter 7 planning for imc

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