IMC Tutorial 6 201213

Get a pen and some paper…

• geographic

• behavioural

age

a

b

c

• Premium

• Cowboy

Bargain

a

b

c

• The end user/customer

The marketing channel members

All stakeholders

a

b

c

• A targeting strategy

• A positioning statement

An extrinsic value

a

b

c

• Objectives

• SWOT analysis

Marketing Communications Mix

a

b

c

• A push strategy

• A pull strategy

A profile strategy

a

b

c

• Intrinsic and Cognitive

• Emotional and Extrinsic

Intrinsic and Extrinsic

a

b

c

• say, spell and recall

• remember, monitor and change

write, position and retain

a

b

c

• Brings out similar products under the brand name

• Owns a number of unrelated brands

Uses the brand name in a new product category

a

b

c

• Bastion

• Flanker

Innovator

a

b

c

• Push, Pull and Profile strategies are mutually exclusive

• The 3P’s should be considered as part of the total communication approach

Marketing Communication strategy is normally composed of a number of different elements

a

b

c

?

Does this fit with a push, pull or profile strategy? Why?