imc-planning-strategy-1224427191975674-8

8/2/2019 imc-planning-strategy-1224427191975674-8

1/25

PROMOTION

and

IMC PLANNING

and

STRATEGY

3.1


2/25

The Promotion Plan

A PROMOTION PLAN IS: Direct Extension of Firms Marketing Plan

A Specification of the Analysis, Strategy, and Tasks of the PromotionalEffort

Needed to Conceive and Implement an Effective Promotional Effort

SIX MAJOR ELEMENTS OF A PROMOTIONAL PLAN ARE:

Executive Summary and Overview

Situation Analysis Objectives

Budgeting

Strategy

Evaluation

3.2


3/25

Introduction

Situation Analysis

Objectives

Budgeting

Strategy

Execution

Evaluation

Stages in the

Promotional Plan

3.3


4/25

The Promotion Plan (cont)

EXECUTIVE SUMMARY & OVERVIEW

Executive Summary-States Most Important Aspects of the Plan

Overview-What is to be Covered in the Plan in General Terms

SITUATION ANAYLSIS Marketers and Agencies Lay Out Most Important Factors Defining the

Situations Facing the Firm, and Include:

Demographic Trends

Historical Context

Industry Analysis

Market Characteristics

Type of Consumer

Geographic Considerations

Competition3.4


5/25


SITUATION ANAYLSIS (cont)

Product Characteristics

Category

Convenience Goods Shopping Goods

Specialty Goods

Stages in Product Life Cycle

Characteristics of the Firm

Push vs. Pull Strategy

Funds Available

Size of Sales Staff

Extent of Firms Product Line

3.5


6/25


SITUATION ANALYSIS (cont)

Characteristics of the Distribution

Intensity of Distribution Intensive Distribution

Selective Distribution

Exclusive

Length of Trade Channel

Types of Trade Partners

3.6


7/25

A Situation Analysis Needs to

Consider the Type of Trade

Partners that Will be Promoting

The Marketers Brand

3.7


8/25

OBJECTIVES Lays the Framework for Executions in Promotional Campaign and

Identifies Goals of a Marketer in Concrete, Measurable Terms

Create & Maintain Image for Brand

Increase Customer Awareness & Curiosity about a Brand Change Consumers Beliefs & Attitudes about a Brand

BeliefKnowledge & Feelings Accumulated about a Brand

Attitude is Overall Evaluation of Brand Based onKnowledge/Emotions

Influence Purchase Intentions

Stimulate Trial Use

Convert One-Time Users to Repeat Customers

Switch Consumers from Competing Brands

Encourage Brand Loyalty

Stimulate More Frequent Use

Increase Sales3.8



9/25

Creating Awareness and Curiosity is a

Common Promotional Objective


10/25

OBJECTIVESKEY TERMINOLOGY Brand Image

Brand Awareness

Top-of-the-Mind Awareness Beliefs

Attitude

Purchase Intent

Trial Usage

Repeat Purchase

Brand Switching

Brand Loyalty

Increasing the Frequency of Use

3.10



11/25

COMMUNICATIONS vs. SALES OBJECTIVES Increase Awareness of Brand Name to 40% of All Consumers in

Western US

Create Trial Use by 15% of all Teenagers 13-15 Communicate Superior Brand Performance Features to Target

Audience with Series of Advertisements over Next Six Months

CHARACTERISITICS OF WORKABLE PROMOTIONAL

OBJECTIVES

Establish Quantitative Benchmark

Specify Measurement Methods & Criteria or Success

Specify a Time Frame3.11



12/25


BUDGETING - METHODS

Percentage-of-Sales Approach

Unit-of-Sales Approach Share of Market/Share of Voice

Funds Available

Objective & Task

3.12


13/25

3.13


BUDGETING FOR ADVERTISING

Marketing Research

Message Research Production Costs: Production Companies, Talent,

Site Costs

Media Costs

Agency Commissions/Fees Account Personnel Travel Expenses


14/25

BUDGETING FOR SALES PROMOTION Coupon Value and Dealer Handling Charges Contest and Sweepstakes Material and Charges

Brochures and Collateral Material Trade Shows & Exhibits Trade Channel Partner Meeting & Entertainment Premiums Point-of-Purchase Materials Trade Allowances Trade Incentives Trade Training Programs Refunds/Rebates

3.14



15/25

PremiumsLike This One

Offered by Jell-OMust be

Factored into Budget Planning

for Promotion

3.15


16/25


BUDGETING FOR DIRECT MARKETING

Uses a Simple Cost-Based Method Exact Bids Obtained - Printing, Sorting, Bundling &

Mailing for Print Campaigns

Bids Obtained for Telemarketing, Infomercial or Catalog

Selling from External Facilitators

3.16


17/25

Budgeting for Direct Marketing

Needs to Consider the Cost of

Printing and Mailing Materials

3.17


18/25


BUDGETING FOR WEBSITES & BANNER ADS

Costs for Web Sites - $30K to $100K

Costs for Banner Ads - $10 CPM to $30 CPM

3.18


19/25


BUDGETING FOR PUBLIC RELATIONS

Most Difficult of All Budgets to Set - MostExpensive Public Relation Occurs During Crises

Most PR Firms Work on Retainers - Set on an

Annual Basis

3.19


20/25


BUDGETING FOR PERSONAL SELLING

Recruiting Costs

Training Costs Travel Expenses

Promotional Material - Samples, Catalogs, ProductBrochures

Salaries & Benefits Incentive Programs - Bonuses & Rewards

3.20


21/25


STRATEGY

Mechanism by which Something is Done

Account Planner Assists in Strategy Works in Advertising Agency & Synthesizes

all Relevant Audience Research to FormulatePromotional Strategy

3.21


22/25

The Promotional Plan (cont)

EVALUATION

Marketer Determines How Promotional Programhas Performed - Factor by Factor

Main Basis for Evaluation - Communications and

Sales Objectives Set for the Program

Measuring the Effectiveness of Promotion & IMC

3.22


23/25

Evaluation of the IMC Program Will Include the Effect

on Sales of Various Promotional Tools


24/25

IMC Management & Planning

STRATEGIC PLANNING OF IMC IS DIFFERENT FROMTRADITIONAL USE OF MULTIPLE PROMOTIONAL TOOLS

IMC Management Planning Requires Comprehensive

& Detailed Knowledge Customers Prospects

Knowledge about Customer & Prospects

IMC Management Plan - Built Around Brand Communications Control of IMC Management & Planning - Centralized Firms Appointing IMC or Marcom Managers

3.24


25/25

IMC Management & Planning (cont)

MODEL OF IMC MANAGEMENT & PLANNING

IMC Model Considers Complete Process

Uses Promotion to Communicate to Target Markets

Effectively Deploys Promotional Tools

Corporate & Marketing Plans - Understood andAdopted as Part of IMC Plan

Databases - Help Identify & Profile Target Markets

Promotional Objective - Dictate Mix of PromotionalTools to Pursue for each Target

3.25

imc-planning-strategy-1224427191975674-8

Documents