MARKETING PLANNING PROGRAM DEVELOPMENT
The development of the marketing strategy and selection of a target market(s) tell marketers which customers to focus on and what needs to attempt to satisfy.
The next stage of the marketing process involves combining the various elements of the marketing mix into a cohesive, effective marketing program.
A product is not just a physical object, but it is a bundle of benefit or values that satisfies the needs of consumers. The needs may be purely functional, or they may include social and psychological benefits. For many products, strong symbolic features and social and psychological meaning may be more important than functional utility.
1. BRANDING
Choosing a brand name for a product is important from a promotional perspective because brand names communicate attributes and meaning. Marketers search for brand names that can communicate product concepts and help position the product in customers’ mind.
One important role of advertising in respect to branding strategies is creating and maintaining brand equity.
Brand equity can be thought of as an intangible asset of added value or goodwill that results from the favorable image, impression of differentiation, and/or the strength of consumer attachment to a company name, brand name, or trademark. Brand equity allows a brand to earn greater sales volume and/or higher margins than it could without the name, providing the company with a competitive advantage.
The strong equity position a company and/or its brand enjoys is often reinforced through advertising.
2. PACKAGING
The package is often the consumer’s first exposure to the product, so it must make a favorable first impression since as many as two-thirds of all purchases made in the supermarket are unplanned.
A package must not only attract and hold the consumer’s attention, but it must also communicate information on how to use the product, divulge its composition and content, and satisfy any legal requirements regarding disclosure.
Design factors such as size, shape, color, and lettering all contribute to the appeal of a package.
Package can be as important as a commercial in determining what goes from the store shelf to the consumer’s shopping cart.
Products use packaging to create a distinctive brand image and identity.
3. PRICE
The price must be consistent with the perceptions of the product, as well as the communications strategy. Higher prices will communicate a higher product quality, while lower prices reflect bargain or “value” perception.
Factors such as product quality, competition, and advertising all interact in determining what price a firm can and should change.
MATERI KULIAH 4
Materi Kuliah 3
The marketing process begins with the development of a marketing strategy and analysis in which the company decides the product or service areas and particular markets where it wants to compete that consist of three steps:
1) opportunity analysis;
Market opportunities are areas where there are favorable demand trends, where the company believes customer needs and opportunities are not being satisfied, and where it can compete effectively.
A company usually identifies market opportunities by carefully examining the marketplace and noting demand trends and competition in various market segments.
2) competitive analysis;
The marketers must carefully analyze the competition to be faced in the marketplace that may range from direct brand competition to more indirect form of competition.
An important aspect of marketing strategy development is the search for a competitive advantage or something special a firm does or has that gives it an edge over competitors including:
a. having better quality products
b. providing superior customer service
c. having the lowest production cost
d. dominating channels of distribution
e. advertising that creates and maintains product differentiation
3) target marketing.
The target market becomes the focus of the firm’s marketing efforts, and goals and objectives are set according to where the company wants to be and what it hopes to accomplish in this market.
MATERI KULIAH 2
Because few, if any, products can satisfy the needs of all consumers, companies often develop different marketing strategies to satisfy different consumer needs. The process by which marketers do this is refered to as target marketing and involves four basic steps:
1. Identifying markets with unfulfilled needs
2. Segmenting the market
3. Targeting specific segment
4. Market Positioning.
1. Identifying markets with unfulfilled needs
Target market identification isolates consumers with similar lifestyles, needs and the like, and increase our knowledge of their specific requirements. Marketers competing in nearly all product and service categories are constantly searching for ways to segment their markets in an attempt to better satisfy customers’ needs.
2. Market Segmentation
Market segmentation is “dividing up a market into distinct groups that 1) have common needs and 2) will respond similarly to a marketing action. (Berkowitz and Kerin).
Marketers attempt to identify broad classes of buyers who have the same needs and will respond similarly to marketing actions.
Marketers may use one of the segmentation variables or a combination of approaches.
2.1 Base for Segmentation
2.1.1 Geographic Segmentation
Markets are divided into different geographic units. Consumers often have different buying habits depending on where they reside. These units may include nations, states, counties or even neighborhoods.
2.1.2 Demographic Segmentation
Dividing the market on the basis of demographic variables such as age, sex, family size, education, income and social class.
2.1.3 Psychographic Segmentation
Dividing the market on the basis of personality and/or lifestyles.
The determination of lifestyles is usually based on an analysis of the activities, interests, and opinion (AIOs) of consumers.
3. Targeting Specific Segment
The outcome of the segmentation analysis will reveal the market opportunities available. The next phase in the target marketing process involves two steps:
3.1 Determining how many segments to enter.
3.2 Determining which segments offer the most potential. The firm must examine the sales potential of the segment, the opportunities for growth, the competition, and its own ability to compete. In other word, the firm must examine the most attractive segment.
4. Market Positioning
Positioning has been defined as “the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.”
TUGAS 2
TUGAS SALES-MARKETING
1) Menurut anda apakah kemasan/tampilan, harga, tempat penjualan dan promosi suatu produk memberikan pesan kepada konsumen? Jelaskan? Berikan contoh?
2) Berikan contoh suatu produk yang anda ketahui menggunakan seluruh elemen dalam promotional mix? Jelaskan dan berikan contoh?
3) Menurut anda apakah perusahaan harus menggunakan seluruh elemen promotional mix ataukah tidak? Berikan alasan anda?
4) Berikan contoh penerapan marketing mix pada program siaran televisi?
5) Bagaimanakah sebaiknya strategi promosi antara perusahaan pembuat produk kebutuhan industri (misalnya mesin) dengan perusahaan penghasil kebutuhan masyarkat sehari-hari? Jelaskan pandangan anda?
6) Sebutkan contoh-contoh direct marketing yang pernah anda temui atau alami?
7) Sebutkan contoh-contoh sales promotion yang pernah anda temui atau alami?
8) Calon gubernur Sulawesi Selatan berkampanye di televisi RCTI, SCTV dan Indosiar. Tepatkah cara itu? Jelaskan pandangan anda?
TUGAS I : RESUME BUKU PERIKLANAN
- Plesase read book “PERIKLANAN: KOMUNIKASI PEMASARAN TERPADU” By Morissan (penerbit Ramdina Prakarsa) chapter 1 and 2 completely.
- Please do a summary of those chapters
- Please explain the following terms: Publicity, personal selling, public relations, sales promotion, marketing plan, internal analysis, marketing objectives, communication objectives, exchange, marketing mix, IMC, mass customization promotional mix, interactive media.
- Send your homework through email at tugaskuliahreguler@yahoo.com
- Deadline is on the date of UTS, but you are recommended to send the work as soon as possible. The faster you send the work the higher the score.
MATERI KULIAH 1
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives (The American Marketing Association)
Marketing focuses on exchange. For exchange to occur, there must be:
1. Two or more parties with something of value to one another.
2. A desire and ability to give up something to other party
3. A way to communicate with each other.
Relationship Marketing:
Today, most marketers are seeking more than just a one-time exchange or transaction with costumers. The focus of market-driven companies is on developing and sustaining relationships with their costumers. This has led to a new emphasis on relationship marketing, which involves creating, maintaining, and enhancing long-term relationship with individual customers as well as other stakeholders for mutual benefit.
The Marketing Mix:
Marketing facilitates the exchange process and the development of relationships by carefully examining the needs and wants of consumers, developing a product or service that satisfies these needs, offering it at a certain price, making it available through a particular place or channel of distribution, and developing a program of promotion or communication to create awareness and interest.
These four Ps - product, price, place (distribution), and promotion-Are elements of the marketing mix.
The basic task of marketing is combining these four elements into a marketing program to facilitate the potential for exchange with consumers in the marketplace.
The Evolution of IMC
During the 1980s, many companies came to see the need for more of a strategic integration of their promotional tools. These firms began moving toward the process of Integrated Marketing Communication (IMC), which involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers.
A task force from the American Association of Advertising Agencies (the”4As”) developed one of the first definitions of Integrated Marketing Communications:
“a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – for example, general advertising, direct response, sales promotion, and public relations- and combines these disciplines to provide clarity, consistency, and maximum communications impact.”
The Role of Promotion:
Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea.
While implicit communication occurs through the various elements of the marketing mix, most of an organization’s communications with the marketplace take place as part of a carefully planned and controlled promotional program.
The basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix
Advertising:
Advertising is defined as any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought.
Direct Marketing:
One of the fastest-growing sectors of the U.S. economy is direct marketing, in which organizations communicate directly with target customers to generate a response and or a transaction.
One of the major tools of direct marketing is direct-response advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer.
Traditionally, direct mail has been the primary medium for direct-response advertising, although television and magazines have become increasingly important media.
Interactive/Internet Marketing:
Interactive media allow for a back-and-forth flow of information whereby users can participate in and modify the form and content of the information they receive in real time. Unlike traditional forms of marketing communication such as advertising, which are one-way in nature, these new media allow users to perform a variety of function such as receive and alter information and images, make inquiries, respond to questions, and, of course, make purchases.
Sales Promotion:
The next variable in the promotional mix is sales promotion, which is generally defined as those marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales. Sales promotion is generally broken into two major categories: consumer – oriented and trade oriented activities.
Public Relations/Publicity:
Public Relations is defined as the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance.
Publicity refers to nonpersonal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship. It usually comes in the form of a new story, editorial, or announcement about an organization and or its products and services.
Personal Selling:
The final element of an organization’s promotional mix is personal selling, a form of person-to-person communication in which seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea. Unlike advertising, personal selling involves direct contact between buyer and seller, either face-to-face or through some form of telecommunications such as telephone sales.