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IMC

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IMC The Essence of IMC Let me know you How many are thinking to work in marketing area? How many are currently working on general management level? – PowerPoint PPT presentation

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Title: IMC


1
IMC
2
The Essence of IMC
3
Let me know you
  • How many are thinking to work in marketing area?
  • How many are currently working on general
    management level?
  • How many use email?
  • How many ever received information via email and
    pass on or forward that info?
  • How many visit website?
  • How many visit website objectively?
  • Has anyone ever posted questions or requested
    recommendation from website?
  • Has anyone just bought a car less than 2 years
  • Has anyone just bought a mobile phone less than 1
    year
  • Has anyone just took vacation trip ?

4
Objective of the Class
  • To make the concept IMC understood to the class
  • To make the class see the difference the IMC
    makes to the TMC
  • To make the class see the importance of the IMC
  • To provide guidance for further study on the IMC

5
Basic Assumption
  • General Management Concept
  • Marketing Management Concept
  • Brand Building Management Concept
  • Advertising Management Concept
  • Promotion Management Concept
  • Above the Line , Below the Line
  • Online, Off line

6
Where did it really start
  • Northwestern University
  • Kellogg Graduate School of Management
  • Marketing and Marketing Management
  • Medill School of Journalism
  • Client, agency and media
  • Integrated Marketing Communication (Advertising)
  • In mid 80s , Direct Marketing, Sales Promotion
    and Corporate PR were added
  • In 1991, all were merged from the recognition of
    the emerging areas of electronic and data-driven
    communication
  • Department of Integrated Marketing Communication
    was born
  • Kellogg and IMC come together to lead the field

7
Don E. Shultz
  • The pioneer thinker of integrated marketing
    communications and founder of the group by the
    same name at Northwestern University

8
Hasnt it been integrated?
  • It is commonly integrated from the view of the
    marketer , not from the view of the customer.
  • For most part, modern marketing is built on a
    marketing theory that is Industrial Age. That is,
    focuses primarily on production, distribution,
    pricing and promotion.

9
Ford T-Model
You can paint it any color, so long as it's
black
10
To understand tomorrow is to understand yesterday
Without the freedom of information
  • First stage Producer take the control
  • Producers Produce
  • Producers Distribute (Distributor is in inactive
    role)
  • Producers set Pricing
  • Producers do the Promotion

11
To understand tomorrow is to understand yesterday
With the coming of computer era
  • Second stage Distributors take the control
  • Producers Produce
  • Distributors Choose and Distribute
  • Distributors Dictate Pricing
  • Producers Do the Education and Promotion

12
To understand tomorrow is to understand yesterday
With the booming of information technology
  • Current stage Consumer take the control
  • Producers Produce What Consumers Want
  • Consumers Choose where to buy
  • Consumers Dictate Pricing
  • Consumers Do the Bargaining

13
The Changes
Producer
Distributors
Consumer
14
The Changes Customer Driven Marketplace
Producer
Distributors
Consumer
15
The Changes The Convergence of mass and
one-to-one marketing into a coherent whole
Producer
Consumer
Consumer
Consumer
Consumer
Consumer
16
The Changes The Marketing and Marketing
Communication
Marketing (Product)
Marketing Communication
Sustainable Competitive Advantage lies in the
product Different benefit or functionality.
17
The Changes The Marketing and Marketing
Communication
(Product)
Marketing
Sustainable Competitive Advantage comes from
BRAND
18
The Changes The Marketing and Marketing
Communication
(Product)
Marketing
Sustainable Competitive Advantage comes from
BRAND
19
The Changes The Marketing and Marketing
Communication
(Product)
Marketing Communication
Sustainable Competitive Advantage comes from
BRAND
20
The Changes The Marketing and Marketing
Communication
Consumer Experience Provider
(Product)
Marketing Communication
Sustainable Competitive Advantage comes from
BRAND
21
The Changes The Marketing and Marketing
Communication
Consumer Experience Provider
(Product)
Marketing Communication
Sustainable Competitive Advantage comes from
BRAND
22
The Changes The Marketing and Marketing
Communication
Consumer Experience Provider
(Product)
Marketing Communication
Sustainable Competitive Advantage comes from
BRAND
23
Consumer Experience Provider
  • Human beings are sponges for informations.
  • Human interpret small little things and make big
    stories in their mind.
  • The stories collected are eventually become each
    individual perception.
  • Shared perceptions amongst people become BRAND
  • Therefore, the BRAND is created with things that
    really beyond what the marketer calls
    communication

24
What the i really stands for
  • The integration of consumers into the whole
    process
  • The integration of all organization function into
    the marketing process
  • The integration of marketing and marketing
    communication
  • The integration of mass marketing and one-to-one
    marketing
  • The integration of conventional marketing
    communication and consumer experience providers

25
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29
The Essence of IMC
  • The integration of traditional communication
    channel and newly recognized channel
  • Brand Building happens beyond area of marketers
    control

30
The IMC is not only for marketing team , it is
meant for everyone from top most to lowest most
individual to relook at how they really take part
in making the greatest value for the organization
31
The Brand is the utmost important value an
organization would have.
  • Shareholders,Partner,Peers
  • Employee
  • Competitors
  • Consumers

32
Competitive Advantage from IMC
  • Among big players 1 more satisfaction over
    competitors offer means big things
  • Small players against big players creating
    greater consumer value by concentrating on big
    players overlooked area.
  • Small player against small players opportunity
    to create big differentiation point from doing
    small little thing.

33
Key Points at this moment
  • The new technology has created consumer driven
    marketplace. It really brings POWER to the
    PEOPLE.
  • Consumer driven marketplace is where consumer,not
    marketer , creates the BRAND by weaving their
    informations and feelings collected from each
    brand experience.
  • The BRAND is actually based on Consumer
    Experience.
  • IMC is meant to create and control for desired
    overall Consumer Experience to yield Great BRAND
  • IMC is the key for competitive advantage for any
    organization

34
Vital Element of IMC
  • Recognition of Consumer Experience as part of the
    Marketing Communication
  • Touch Point
  • Recognition of Consumers created communication
    network
  • Viral Marketing
  • The tools
  • Interaction Maps

35
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41
Consumer Experience
  • Human Beings are Sponges for Information
  • Meaning is in the mind of the consumers
  • Only when we realize that consumers create brand
    and that we must MANAGE the entire range of
    things from which they take brand information
    will our chances for success increase.
  • BRAND CONTACT POINTS or TOUCH POINTS

42
Diagnosing a Current Brand
  • What are all of the contact points that consumers
    notice in the course of their experience with our
    product or service offering?
  • How do they interpret these contact points, and
    which ones are the most important to them.
  • How do these interpretations weave together to
    become the consumers idea of the brand

43
Analyzing Consumer Experience
  • 1) Identify key contact points
  • 2) Identify how important each contact points is
  • 3) Identify how good or bad does the consumer
    think it is

44
Approach
  • Observation
  • Qualitative Research
  • Key point is to open our mind for a new thinking.

45
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46
Viral Marketing
  • Back 50 years ago, how to sell a line of
    kitchenware containers without advertising and
    even without distribution.
  • The Tupperware Party.
  • The strategy based on a simple idea that
    consumer-to-consumer contact are powerful!
  • Word of Mouth marketing
  • Two-step-flow process.
  • Influential person passes on information to
    community of people.
  • Information diffuses through the community
    creating awareness and eventually persuade people
    to adopt the idea or products or service.

47
Key Element of Viral Marketing
  • Influential person.
  • Trusted information or thought trusted-information
  • Communications
  • Receiver
  • Continuation of the information diffusion
  • Behavior

48
Viral Marketing Framework
  • Identify networked of consumers
  • Tangible network
  • Intangible network
  • Identify Opinion leader of the network
  • Identify relationship the member has with the
    network

49
Why Viral Marketing is so important today?
  • The information technology
  • Anyone can be influential person with provable or
    thought-trusted-information
  • The communication is faster and faster and faster
    and highly coveraged.
  • Receivers are happy to receive the information
    and happy to pass on.

50
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51
Interaction Map
  • A method for helping to design a brand
    experience.
  • The goal is to create an experience that flows
    from the guiding brand idea.
  • Defining the interaction occurring between a
    company and target consumers.

52
Example Nokia Mobile Phone
  • Step 0 A mobile owner is happy with his phone.
  • Step 1 He recognizes a new technology in mobile
    phone ie digital TV
  • Step 2 He started to hear from newspaper that
    Nokia and Samsung is competing to be the first
    digital TV phone.
  • Step 3 News of Nokia digital TV phone prototype
    was featured in newspaper with cute girl
    presenter (not the coyote)
  • Step 4 He visits his favorite website and saw
    people talking about it, some say that they will
    definitely buy it.
  • Step 5 He received forwarded mail containing
    pictures of newly released Nokia digital TV phone
    ,he forwarded to his friend.
  • Step 6 He saw news of Nokia product launching
    in Hollywood , celebrities were happy with it.
  • Step 7 He visit his regular website , people
    still talking about it. So he went to
    Siamphone.com , the webmaster had received one
    and put it on the web. Oh my god! How could the
    webmaster has this phone?
  • Step 8 He visit DTAC shop to pay his monthly fee
    , the phone is not available yet but he saw
    poster of the phone. The staff told him to come
    back next week.
  • Step 9 He came back , no phone yet but the fake
    one is available. He tried it , weighted it, put
    it in his pocket, touch it , feel it, open the
    screen up.
  • Step 10 He returned to the Siamphone.com and
    shared his opinion with pride. He even told his
    friends about the phone and how he is thinking to
    buy it.
  • Step 11 He read newspaper and saw that the phone
    is already launched, that night he saw TV
    commercial, in the morning he saw print ad.
  • Step 12 He run to the DTAC shop before going to
    his office , he dicided to buy one but the phone
    is not arrived yet so he booked and he eventually
    buy it.
  • Step 13 He used it immediatelybut something
    wrong..he call DTAC service center, then Nokia
    Call center, then he visit Nokia.co.th and read
    manual. Happy with it he show it around, people
    want to try it.
  • Step 14 The phone was featured on the cover of
    many magazine , he is so proud to own it !
  • Step 347 He dropped it , the screen is
    broken

NOT A TRUE STORY
53
Example Nokia Mobile Phone
  • Step 0 A Nokia mobile owner is happy with his
    phone.
  • Step 1 He recognizes a new technology in mobile
    phone ie digital TV from small article in radio
    program.
  • Step 2 He started to hear from newspaper that
    Nokia and Samsung is competing to be the first
    digital TV phone.
  • Step 3 News of Nokia digital TV phone prototype
    was featured in newspaper with cute girl
    presenter (not the coyote)
  • Step 4 He visits his favorite website and saw
    people talking about it, some say that they will
    definitely buy it.
  • Step 5 He received forwarded mail containing
    pictures of newly released Nokia digital TV phone
    ,he forwarded to his friend.
  • Step 6 He saw news of Nokia product launching
    in Hollywood , celebrities were happy with it.
  • Step 7 He visit his regular website , people
    still talking about it. So he went to
    Siamphone.com , the webmaster had received one
    and put it on the web. Oh my god! How could the
    webmaster has this phone?
  • Step 8 He visit DTAC shop to pay his monthly fee
    , the phone is not available yet but he saw
    poster of the phone. The staff told him to come
    back next week.
  • Step 9 He came back , no phone yet but the fake
    one is available. He tried it , weighted it, put
    it in his pocket, touch it , feel it, open the
    screen up.
  • Step 10 He returned to the Siamphone.com and
    shared his opinion with pride. He even told his
    friends about the phone and how he is thinking to
    buy it.
  • Step 11 He read newspaper and saw that the phone
    is already launched, that night he saw TV
    commercial, in the morning he saw print ad.
  • Step 12 He run to the DTAC shop before going to
    his office , he dicided to buy one but the phone
    is not arrived yet so he booked and he eventually
    buy it.
  • Step 13 He used it immediatelybut something
    wrong..he call DTAC service center, then Nokia
    Call center, then he visit Nokia.co.th and read
    manual. Happy with it he show it around, people
    want to try it.
  • Step 14 The phone was featured on the cover of
    many magazine , he is so proud to own it !
  • Step 347 He dropped it , the screen is
    broken

NOT A TRUE STORY
54
Example 2nd to 1,000,000th
  • People visit a pub
  • People vist a hospital, dental clinic
  • People going abroad
  • People buying a house
  • People buying digital camera

55
What the IMC will change you
  • Rethink the marketing investment.
  • Combine all the organization operation into the
    idea of brand building via experiential marketing
  • Rethink the strategy and the competition
  • Apply the IMC into
  • Customer loyalty
  • Customer/brand relaionships
  • Customer acquisition
  • Customer profitability measurement
  • Develop information system for marketer
  • Scoring models for optimizing customer contact

56
The IMC in Thailand
  • Still in the progress of development
  • Evolving without knowing
  • Event marketing
  • Celebrities not actor or actress
  • Public relations
  • The recognized of design in retail business
  • The boutique concept
  • Web Marketing

57
Where do we go from here Don E. Shultz
  • It is still work in progress which illustrate the
    improvement that the faculties of Kellogg and IMC
    have made to this point.
  • More and greater progress in the future as we
    address such issues as globalization, measurement
    of brand equity.
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