Class 6: IMC Planning

Content

How does IMC planning work?

6 steps in IMC planning process
Internal marketing and why is it
important in the IMC plan?
 IMC

IMC is like an orchestra...

 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!
 Why do we need a plan?

1
provides a rational process for identifying the most
important communication issues

2 informs everyone involved with marketing communication

3 helps ensure that MC is integrated and focused

4 helps identify budget

5 creates a benchmark for measuring results

 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 ca
stick to n’t we
last yea
and mar r’s budg
keting p et
lan?

starting from zero.

 Zero-based planning

Because….
competitors and distribution channel are

constantly changed;

as are consumers’ wants and needs
 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

 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
suay suay
K-pop kiku girls pretty girls

2. TARGETING
key: selecting
3. analyze demographics, psychographics, lifestyle, needs & wants
 Step 2: Analyze SWOT
SWOT: The analysis of marketplace situation.
structured evaluation of...
internal strengths and weaknesses & external opportunities and threats

strengths weaknesses

fin anci al st re ngt h , product, etc

co n ven ie n ce , br an d image, positioning,
s,
brand’s innovativenes

opportunities threats

social, market, economic conditi

ons that alter customers’ attitud
es about a company and its prod
ucts
 SWOT Analysis Example

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

! !
- Low brand preference
- Enhance brand
preference

What you want to solve…… will become

your Communication Objectives
 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

es t fu rn it ur e brand in its category.

A is th e cool
ta rget (university students) that IKE
i.e. Conv ince 50 % of th e

brand aw ar en es s by 15 % wi th in the next 8 months

i.e. Increase
i.e. Increase store membership by
20% by the end of 2012.
 Step 3: Develop
Strategies & Tactics

EXAMPL
E:
Objective
Establish
Vic
brand in S toria’s Secret
outh East
Every objective should ! Asia
Strategy
be supported by one or more strategies. -Set up VS
fashion sh
Tactics: ow in HK
-Use Asian
presenter
Zhang Xi such as
Yi

VS
-Use gueri
lla display
departme s in
Strategy Tactics nt stores

ideas about how to specific actions taken

achieve objectives to execute a strategy
big picture executional details
concept bring strategy to life
 Strategy Development

A G ES
2 ST Determine which MC functions &
which media you’re going to use
Marketing mix + media mix

Form creative ideas &Message

Mood, tone, manner
Step 5: Budgeting

How would you allocate the

budget?
 Step 6: Evaluate ˝
Effectiveness
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!

role of feedback
 Internal
Marketing
 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

empower
authorize employees to make

inform decision to help consumer
Ex: intranet/
extranet
 Final Note: ˝
In order to create a truly
focused marketing campaign,
everyone must be on the
same page!