Professional Documents
Culture Documents
Content
1
provides a rational process for identifying the most
important communication issues
Question !
: Why ca
stick to n’t we
last yea
and mar r’s budg
keting p et
lan?
Because….
competitors and distribution channel are
constantly changed;
as are consumers’ wants and needs
IMC Plan: 6 Steps
Step 1: Identify Target Audiences
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
opportunities threats
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
S M A R T
Specific Measurable Attainable Relevant Timely
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
A G ES
2 ST Determine which MC functions &
which media you’re going to use
Marketing mix + media mix
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
!
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!