Integrated marketing communication

INTEGRATED MARKETING COMMUNICATION(IMC)

A STRATEGIC BRAND MARKETING PLANNING

PRESENTED BY

LUDWIG SUPARMO

www.valueconsulttraining.com (021 7919 8730)

UNSUR-UNSUR PENTING DALAM SUKSES PENCAPAIAN HASIL IMC

TRUST

Reputation

GCGCSR I M C


MARKETING: SELINTAS SEJARAH

• Jaman dahulu kala: Barter• Hingga 1960: Sales – Selling• Permulaan 1960: Marketing (Kotler)– 4P (McCarty)• Dekade 1970an: Marketing Public Relations ( Thomas L.

Haris)• Dekade 1980: New Generation Marketing Approach • Dekade 1980: New Generation Marketing Approach

(Kotler)• 1980: Integrated Marketing Communication – IMC

(Tom Duncan)• 2002 -2005: Brand Perception Concept – Brand

Management


MARKETING PUBLIC RELATIONS

• New Partnership of Marketing and Public Relations

• Promosi melalui iklan media semakin mahal

• Substitusi periklanan dengan Public Relations• Substitusi periklanan dengan Public Relations

• PR merupakan Komunikasi Publik “gratis”

• Ajang PR/ Promotion Events dianggap efektif, langsung menjangkau sasaran


IMC TOM DUNCAN

• IMC is a process of planning, executing and monitoring the brand message that create customer relationship

• Fundamental of IMC: Segmenting – Targeting • Fundamental of IMC: Segmenting – Targeting - Positioning


IMC ALIFAHMI

IMC adalah sinergi integrasi Iklan, Komunikasi Public Relations, pemasaran dan promosi ; merupakan paradigma baru komunikasi pemasaran yang inspiratifpemasaran yang inspiratif


IMC SIX STEPS PLANNING

1. Segmenting – Targeting – Positioning (STP)

2. SWOT Analysis

3. Setting Objectives

4. Strategy and Tactics4. Strategy and Tactics

5. Budgeting

6. Evaluating


SEGMENTING

Grouping customers or prospects according common characteristics , needs , wants or desires (Tom Duncan)

Understanding of the market structure (Rhenald Understanding of the market structure (Rhenald Kasali)


SEGMENTATION VARIABLES

Kotler’s Segmentation Variables:

1. Geographic: Regions/Cities

2. Demographic: Age/Family Size/Gender

3. Psychographic: Lifestyle/Personality3. Psychographic: Lifestyle/Personality

4. Behavioral: User Status/ Benefits/ Attitude towards product


SEGMENTING DYNAMICS

Rhenald Kasali: Segmentasi dapat berubah dari masa ke masa:

• Berdasarkan pemakaian produk

• Berdasarkan generasi, evolusi keluarga• Berdasarkan generasi, evolusi keluarga

• Berdasarkan teknografi

• Berdasarkan tingkat kesetiaan konsumen


TARGETING

Analyzing, evaluating and prioritizing the market segments deemed most profitable to pursue (Tom Duncan)

Targets (Sasaran) harus jelas dan terfokus Targets (Sasaran) harus jelas dan terfokus (Rhenald Kasali)


POSITIONING

It starts with a product. A piece of marchendise, a service, a company, an institution or even a person. However, positioning is NOT what YOU DO to a PRODUCT. Positioning is what YOU DO DO to a PRODUCT. Positioning is what YOU DO to the MIND of the PROSPECT. That is you POSITION the PRODUCT IN THE MIND (Al Ries & Jack Trout)


STEPS CONDUCTING STP

Market Segmentation• Identify variables• Develop profilesMarket Targeting• Evaluate attractiveness• Evaluate attractiveness• Select target segmentMarket Positioning• Identify possible concept• Select, develop and communicate


WHAT IS POSITIONING?

Positioning is the act of designing the company’s (product/services) offering including its image so that they occupy a meaningful and distinct competitive position meaningful and distinct competitive position in the target customers’ mind


BRAND POSITIONING EXAMPLES

• HERTS: biggest auto rental

• Coca Cola: The worlds’ soft drink

• Porche: Best Sports Car

• Walt Disney: Number One Children’s • Walt Disney: Number One Children’s Entertainment

• Singapore Airlines: First Class Airline


POSITIONING STRATEGIES

• Memperkuat diri melalui Positioning Statemen: Avis – “We’r Number Two, We Try Harder”

• Menempatkan merek di posisi yg masih • Menempatkan merek di posisi yg masih kosong: Silver Queen – “mengandung lebih banyak mete”

• Re-positioning: Pocari Sweat –”pengganti ion menjadi minuman lifestyle ”


BRAND POSITIONING STRATEGY

Ideally: Brand Desired Perception and Brand Actual Perception

Brand Positioning : Through Brand Message

Brand Positioning becomes a reason to enter the Brand Positioning becomes a reason to enter the market

Brand Positioning is the standing of a brand comparison with its competitors


BRAND POSITIONING STRATEGY (OTHERS)

• Image Strategy: ke berbagai citra – Brand Image

• Attribute Positioning Strategy: Ditempelkan menurut kebaikan merekmenurut kebaikan merek

• Benefit Positioning Strategy: memberikan kegunaan, memuaskan: needs, wants & desires

• Value Positioning: memberikan nilai lebih


VALUE POSITIONING (1)

Product: Volvo Station Wagon

Target Market: safety-conscious – up-scale families

Benefits: Durabality and SafetyBenefits: Durabality and Safety

Price: 20% Premium

Value Proposition: “The safest, most durable wagon in which your family can ride


VALUE POSITIONING (2)

Product: Domino Pizza

Target Consumers: Convenience-minded pizza lovers

Benefits: Speed delivery and good qualityBenefits: Speed delivery and good quality

Price: 15% premium

Value Proposition: A good hot pizza to your door within 30 minutes of ordering, at a moderate price



PERCEPTUAL MAPPING

Kotler: Using the information in the Perceptual Map, a company can recognize the different positioning strategies competitors can pursue. E.g: Attribute Positioning, Benefit Positioning, E.g: Attribute Positioning, Benefit Positioning, Application Positioning, Quality or Price Positioning, Value Positioning.


A Mild Brand Positioning

Positioning Category - Positioning Statement –Brand Message:

1. Benefit Positioning: Low Nicotine Low Tar: How Low Can You GoHow Low Can You Go

2. Attribute Positioning: Pioneer of low nicotine low tar – Others can only follow

3. Value Positioning: Truly the pioneer of low nicotine low tar – Bukan Basa Basi


Date post:	13-Apr-2017
Category:	Presentations & Public Speaking
Upload:	trainingsales
View:	449 times
Download:	4 times

Integrated marketing communication

Presentations & Public Speaking