advertising & imc planning - session 05

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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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]