Download II. The Target Marketing Process

Mata kuliah
Tahun
: 00274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
The Role of IMC in the Marketing
Process
Pertemuan 13 & 14
The Role of IMC in the Marketing Process
(1)
 Figure 2-1 as the marketing process begins with
the development of a marketing strategy and
analysis
 The company must then coordinate the various
elements of the marketing mix into a cohesive
marketing program that will reach the target
market effectively.
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The Role of IMC in the Marketing Process
(2)
 Promotion program is directed not only to
the final buyer but also to the channel or
“trade” members
 Promotions play an important role in building
and maintaining demand among final
consumers and the trade
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I. Marketing Strategy and Analysis
I.1 Opportunity Analysis
Market opportunities are areas where there
are favorable demand trends, where the
company believes customer needs and
opportunities are not being satisfied, and
where it can compete effectively
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I. Marketing Strategy and Analysis
I.2 Competitive Analysis
 Competing for the consumer’s discretionary
income
 Must understand the various ways potential
customers choose to spend their money.
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I. Marketing Strategy and Analysis
 Ways to achieve a competitive advantage
include having quality products that command a
premium price, providing superior customer
service, having the lowest production costs and
lower prices, or dominating channels of distribution
 Competitive advantage can also be achieved
through advertising that creates and maintains
product differentiation and brand equity
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I. Marketing Strategy and Analysis
I.3. Target Market Selection
 After evaluating the opportunities presented by
various market segments, including a detailed
competitive analysis, the company may select
one, or more, as a target market.
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Figure—The Target Market Process
Identifying
Markets with
unfulfilled
needs
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Determining
Market
segmentation
Selecting
A market
To target
Positioning
Through
Marketing
strategies
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II. The Target Marketing Process
II.1. Identifying Markets
 Marketer identifies the specific needs of
groups of people, selection one or more of these
segments as a target, and develops marketing
programs directed to each.
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II. The Target Marketing Process
II.1. Identifying Markets
 Target market identification isolates consumers
with similar lifestyle, needs, and the like, and
increases our knowledge of their specific requirements
 Example : figure 2-3, the beer market has become quite
segmented, offering super premiums, premiums,
popular (low price), imports, lights low calorie and
malts.
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Figure—Market breakdown by product in the
beer industry
Popular
25.8%
Light
40.1%
Imports
10.0%
Premium
21.1%
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Domestic
specialties
3.0%
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II. The Target Marketing Process
II.2. Market segmentation
 “Dividing up a market into distinct groups
that (1) have common needs and (2) will
respond similarly to a marketing action
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II. The Target Marketing Process
 The segmentation process involves five distinct steps:
Finding ways to group consumers according to their needs
Finding ways to group the marketing actions usually the products offered
available to the organization
Developing a market-product grid to relate the market segments to the
firm’s products or actions
Selecting the target segments toward which the firm directs its marketing
actions
Taking marketing actions to reach target segments
 The more the market becomes divided, the fewer
consumers there are in each segment.
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Bases for Segmentation
a) Geographic Segmentation
b) Demographic Segmentation
c) Psychographics Segmentation
 Personality and/or lifestyles
 Based on an analysis of the activities,
 interest and opinions (AIOs) of consumers
d) Behavioristics Segmentation
 According to their usage, loyalties, or buying
responses to a product.
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Bases for Segmentation
e) Benefit Segmentation
 In purchasing products, consumers are
generally trying to satisfy specific needs
and/or wants.
 They are looking for products that provide
specific benefits to satisfy these needs
 The grouping of consumers on the basis of
attributes sought in a product is known as
benefit segmentation
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III. Selecting a Target Market
 Three market coverage alternatives
1. Undifferentiated marketing
 Involves ignoring segment differences
and offering just one product or service to
the entire market.
 For many years, Coca-Cola offered only
one product version.
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III. Selecting a Target Market
2. Differentiated marketing
Involves marketing in a number of
segments, developing separate
marketing strategies for each.
E.g. Indocafe, Cappuccino
3. Concentrated marketing
Is used when the firm selects one segment
and attempts to capture a large share of this
market.
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GOOD LUCK AND
DON’T GIVE UP!
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