advertising & imc planning - session 05
TRANSCRIPT
The Obvious QuestionWhy has Mountain Dew been changing its logo?
The changes in Mountain Dew advertising from inception to the present represent the evolution of the brand from a beverage popular in rural America to one that is more urban, youth-oriented, and high energy.
Marketing & IMC Planning
State or restate the organization's mission
1
State or restate the organization's mission
Assess a brand's current marketing situation & identify factors (both within the company and in the environment)
that may help or hinder achieving marketing objectives
2
1
Present clear, measurable, time-delineated marketing objectives
3
Present clear, measurable, time-delineated marketing objectives
3
Describe strategies that will be used to achieve marketing objectives with specific target markets
4
Describe tactics or action programs for implementing the marketing strategy
5
Describe tactics or action programs for implementing the marketing strategy
5
Explain how the effectiveness of the marketing efforts will be evaluated
6
Propose a budget for marketing activities
7
The Mission Statement
1
To organize the world’s information and make it universally accessible and useful.
(As of 2017)
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
(As of 2017)
Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes
online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of
mobile media and computing devices with iPad. (As of 2017)
To offer modern Western education in Nepal with international brand and quality assurance. And to promote and propagate value based higher education that blends the best of the East
and the West in concepts, applications and life purpose. (As of 2016)
Starting the marketing plan with a mission statement helps remind planners and marketing partners about
what the organization is and what it stands for.
Namaste and welcome to Subisu, an organization that cares about your needs, concerns, and happiness. Subisu provides excellent and responsive service to its customers.
Our mission is to excel in education by creating an environment that creates an ethic of service. We aim to produce professionals or leaders in business/ hospitality administrators or entrepreneurs through the environment that fosters innovation and enthusiasm for excellence in their response fields.
BE CONSISTENT
the situation analysis
2
Diet Mountain Dew's sales growth during the most recent year
is only8 percent
Good marketing plans provide the context for factual information.
Diet Mountain Dew's sales growth of 8 percent during the most recent year is put into a context when the marketing plan notes that
overall sales of carbonated beverages declined. In that context, 8 percent growth is outstanding
One obvious strength for Mountain Dew is its well-defined, attractive
brand image as a high-energy, full-
flavored, carbonated beverage.
A possible weakness could be the brand's
age.
Strengths Weaknesses
An opportunity for Mountain Dew might
be the increased interest in energy
drinks. Since Mountain Dew is
a highly caffeinated beverage, it stands to
profit from such a trend.
Threats to Mountain Dew might include
rising prices for commodities used to
make the product (sugar,
flavorings) that would force Mountain Dew
to raise prices to remain profitable.
Opportunities Threats
the marketing objectives
3
Communication objectives (related with promotional activities, such as increases in brand recognition or awareness, increased comprehension of a brand’s attributes or benefits,
more positive attitudes about a brand or a more favorable image of the brand or its typical user, and stronger intentions to try or buy a brand)
Sales-target objectives (related to increasing or maintaining sales volume and market share)
Viewing IMC effectiveness only in terms of sales overlooks some key issues. How?
the marketing strategies
4
Develop an appropriate marketing mix for the target market
Select the particular target market
Position the product
Consumers are advised in advance that the alpine down is 100% the same as the regular down. At the same price point, which jacket do consumers prefer?
Result: If you thought that consumers prefer the alpine down filled jacket, you're right. Ok, that makes sense. If alpine down filled ingredient implies great
warmth, why not get it if there is no price penalty for it?
Consumers are again advised in advanced that the alpine down is exactly the same as regular down. With a modest price premium, which jacket do the
consumers prefer this time?
Result: Consumers still prefer the implied warmth and benefits from the alpine
down filled jacket.
Consumers are again advised in advanced that the alpine down is the exactly the same as regular down. With a large price premium, which jacket would
consumers prefer?
Result: This time, consumers selected the regular down filled jacket. The authors
argue that when the price goes up significantly, the consumer starts paying more attention to the irrelevant differentiating factor and hone in
on the fact that it is indeed irrelevant.
What is the insight for marketers/advertisers?
What is the insight for marketers/advertisers?
Values are subjective and can be created or manipulated
Marshawn Lynch
Product attribute
Price/Quality
Use/Application
Product class
Product user
Product competitor
Cultural symbol
Product category
the marketing tactics
5
Nighttime Relief
Direct marketing, Advertising, Sales Promotion, Public Relations,
Event Marketing, Distribution
ATL / BTL / TTL
Image / Text / Visual
Awareness
Comprehension
Conviction
Desire
Action
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Learn
Feel
Do
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Thinking Feeling
House Car
New Product
[Learn - Feel - Do]
Jewelry Cosmetics
Clothes
[Feel - Learn - Do]
Food Household items Washing Powder
[Do - Learn - Feel]
Cigarette Alcohol Candy
[Do - Feel - Learn]
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Thinking Feeling
[Learn - Feel - Do] [Feel - Learn - Do]
[Do - Learn - Feel] [Do - Feel - Learn]