Imc - Market Research , Corporate Image and Branding

8/8/2019 Imc - Market Research , Corporate Image and Branding

1/43

You have exactly one minute to closelaptops , cell phones , and we need

switched off cell phones not even silent

modes ! If you have notes to finish am toldthis institute has a very good library , in

short please get your undivided attention

on the screen for the next 90 plus minutes.


2/43

Today we shall discuss a few basic terms or

pre IMC activities . Please note you are

free to add your rejoinders or drop in with

your questions. I can live with people who

ask dumb questions not those who remain

silent


3/43

Integrated Marketing Communications and

Market Analysis and Market strategy. What

would you do if you did not know whereyou want to go ? What would you say if

you did not know who your audience is ?


4/43

More so , todays class will give you a very

very brief taste of this ocean called

branding or brands.


5/43

IMC has to be aligned with the marketingstrategy . If we trace the evolution of IMC it

use to follow the marketing strategy , but

in an increasingly communicationaggressive world it has become something

which now almost coexists with it.


6/43


7/43

Market analysis is a documented investigationof a Market that is used to inform a firm's

planning activities particularly around decision

of: inventory, purchase, work force

expansion/contraction, facility expansion,

purchases of capital equipment, promotional

activities, and many other aspects of a company.


8/43

Not all managers are asked to conduct a marketanalysis, but all managers must make decisions

using market analysis data and understand how

the data was derived. So all managers need a

reasonable understanding of the tools most

used for making sales forecasts and analyzing

markets.


9/43

From the IMC perspective . Market analysisis done to understand not just the anatomy

of the market but which way will it go ?

Unt kis karvat baithega !


10/43


11/43

Market strategy drives and impacts the

IMC in a straight complementarymanner . Thats why VJs are dressed in

trendy informals . Their channel

strategy is to be the voice of theyoungsters .Newsreaders and analysis

experts in formals . They have decided

to be the voice of the mature andevolved youngsters BTW the formals

are also trendy !!!


12/43

While experts will give us loads of

strategies and types to choose from

for the comfort of remaining focusedon our subject IMC , lets broadly

classify them as two .


13/43

1. Competitive strategies

2. STP strategy dont ever take

this one easy.


14/43


15/43


16/43

To formulate your IMC you need to

understand your competitiveadvantage . Maruti Alto Ads dont talk

about class or wow factor they talk

mileage and sturdiness . Only an idiotwould pit it against a volkswagen or

mercedes.


17/43

To take the point further the entire

maruti suzuki cars product line is now

being presented as fuel efficient

kitna deti hai ??? Maruti has defined

its market , and competitive advantage

spot on . The IMC now reflects that .


18/43

STP strategy is the big daddy of them

all and in all probability is coexisting

with IMC everywhere today . Can we

have the full form ofSTP please?


19/43

Segmenting , targeting and

positioning.

Dont be everything to everyone . Not

every product is a newspaper.


20/43

Segmentation divides a large market

into smaller and more manageable

submarkets in order to identify

homogeneous markets - that are a)

similar in needs and reaction to

companys marketing activity b) are

different from the other consumers


21/43

Segmentation rules . Please remember

this segmentation is necessary attimes even in a similar looking group .

True all youngsters like chocolates

but then why are there 20 differentbrands of chocolates from cadbury

alone ? All young men prefer bikes

then why dont they buy the same

brand ?


22/43

Segmentation is geographic,

demographic and psychographic.


23/43

Geographic Segmentation . You sell

beach ware in goa and salwar kameez

in amritsar . And dont worry I wont

stop the rebel in you to do the

opposite I respect individual freedom


24/43

Demographic Segmentation . The

reason MCdonald sells Rs.20 meals

because of this . Can you explain thenwhat is demographic segmentation ?


25/43

You target your customer based on hisage , income, sex , education ,

occupation etc and when you do that

intelligently then you have peopleeating a bland bread with a small aloo

cutlet inside with some ten drops of

tomato sauce and proudly saying I

am loving it !


26/43

Psychographic segmentation . You

select or differentiate between your

customers on their attitude ,

personality etc


27/43

Behavioural Segmentation . It is based

on the way you buy , usage rate etc .Ever wondered why the dvd of 3 idiots

will also give you a discount coupon

on munnabhai dvd or why is it thateverytime you order a pizza they give

you a next-time-you-buy discount

coupons ?


28/43

Target market . Once segmentation is

done the company does target marketdecision . Since not all manufacturers

are selling gas cylinders they need to

define the target market . The target

market could be one segment or group

of segments .


29/43

Positioning the product . Do this first

else your IMC will fall flat .


30/43


31/43

All this leads us to creating corporate

images or BRANDS .


32/43


33/43

Ok . Now tell me where did the word

brand originate from ?


34/43

In the late 1800s, cowboys drove huge

herds of cattle across the central plains

of the USA. During these cattle drives,

the cowboys would often meet othergroups of cowboys driving their cattle.

As was often the case, the cattle would

come together to form one enormous

herd.To tell which cattle belonged towhom, each ranch had its own special

symbol that would be branded

with a hot iron on the hide of every

calf belonging to that ranch. Ranchers

generally used three types of marks in

branding figures, numbers and letters,

with the brands being read in one

of three ways: from left to right, from

top to bottom, and from outside in.


35/43

Each brand became almost a heraldiccrest a cattlemans coat of arms, if

you will. Brands not only identified an

owner or a ranch, but also provided a

set of traditions and a unique sense ofidentity for the cowboys. It was not

uncommon for a cowboy of the times

to ride for the brand more than for the

individual ranch owner.


36/43

So what exactly is brand ?


37/43

A brand is the identity of a specific

product, service, or business. A brandcan take many forms, including a

name, sign, symbol, color combination

or slogan.


38/43

My personal all time explanation of a

brand is that it is the promise of the

quality associated with a good orservice.


39/43

Branding is not merely the logo, some

catchy tagline or the creative pastime for the

marketing department.

Branding is the heart and soul of an

organization. Your brand

should stand for something, be authentic and

uniquely yours. Itshould be woven into every important decision

and resonate

through every point of contact with a companys

market. Having a

strong point of difference in your brand category

is a major advantage

in landing a successful brand.


40/43

Coke the name , sign , symbol are all

brands

Color symbol becomes a brand the

sunflower of wipro.

S

logan can be a brand - applyingthought !


41/43

IMC process decision makers should

not forget that in the sea of samenessbrands must standout .

Run like the rest and you too will be aroad kill.


42/43

The essence of a brand is the mental

imprint we planton the minds of our market. Like a Brain

Tattoo a

brand creates feelings, emotions and anaffinity to our

products, services and companies. For

years, large companieshave devoted tremendous resources to the

branding process.

Th


43/43

They

know well-developed and executed brands

create customer loyalty,

block out competition, allow for greater

profit margins and instill

confidence in stakeholders. They also know

that, for buyers, brands

simplify choice, reduce risk and purchasing

anxiety, enhance self image

and save time. This same branding formulacan work for a

small business or a nonprofit as well as

develop a personal identity

Documents

Imc - Market Research , Corporate Image and Branding