Deck 2: The Role of Imc in the Marketing Process

Question 1

Discuss the role that integrated marketing communications plays in creating a brand image. How do media contribute to the development of these images?

Answer 1

IMC can be used to develop a brand image by focusing on the source, message, and media available to create the image sought. The source of the message (consider the use of Tiger Woods as a spokesperson before and after his problems) creates an image of the type of person that might use the brand. The message-that is, what is said about the brand-positions the brand the way the marketer wants it to be perceived. Is it a luxury brand (Jaguar) or a low-cost brand (WalMart) or a combination (Kohls, Target). The photography, the background and the message all contribute to the brand's overall image.
Advertisers have discovered a new-found emphasis on media in developing a brand image. As one might expect, the medium in which the ad appears impacts the perception of the brand. An ad appearing in Vogue or GQ will be impacted differently than one in Time or The Economist.  Ads appearing in or on different websites will be impacted by that medium as well.
Recently, an ad featuring U2's Bono appeared in a number of upscale print media including Vogue and  Vanity Fair. The clothing ad had a setting with a small aircraft in the background in what appeared to be Africa. As one might imagine the ad was designed to create a high class image for the brand by using well known and liked celebrities in an image that spoke to high class. At the same time, ads for other brands may use non-celebrities suc as everyday looking people to create their own image of being for everyone.

Question 2

This chapter discusses how marketers use market segmentation, target marketing, and positioning to market their products and services. In the playlist are a number of commercials for a variety of food and drink products. Your assignment is to watch each of the commercials and then answer the following questions:
Who do you think is the specific target market for each of these products?

Answer 2

Perhaps the best example might be an automobile company like Toyota. First of all, Toyota makes cars, trucks, SUV's and vans, offering a vehicle for the needs and wants of a variety of segments. The car segment offers a range from its low-priced entry the Yaris to the higher end Avalon. In between are sports oriented vehicles, family vehicles and, of course, the hybrid Prius.
Toyota also offers six varieties of SUV's again, reaching various segments based on price as well as lifestyle, as the selection ranges from a small fuel-efficient RAV 4 to the large V8 Land Cruiser. Models at various prices offering specific benefits are offered in between.
Lexus, made by Toyota is targeted to the luxury car market.
Another good example is the Marriott hotel chain. A visit to the Marriott website shows that the chain includes offerings from over 15 brands ranging from economy pricing to luxury suites, and appealing to pleasure travelers, business travelers, families and long-stay occupants. The Marriott products reach a variety of segments based on a number of segmentation criteria.

Question 3

Choose a company and discuss how it communicates with its customers in different market segments. .

Answer 3

Perhaps the best example might be an automobile company like Toyota. First of all, Toyota makes cars, trucks, SUV's and vans, offering a vehicle for the needs and wants of a variety of segments. The car segment offers a range from its low-priced entry the Yaris to the higher end Avalon. In between are sports oriented vehicles, family vehicles and, of course, the hybrid Prius.
Toyota also offers six varieties of SUV's again, reaching various segments based on price as well as lifestyle, as the selection ranges from a small fuel-efficient RAV 4 to the large V8 Land Cruiser. Models at various prices offering specific benefits are offered in between.
Lexus, made by Toyota is targeted to the luxury car market.
Another good example is the Marriott hotel chain. A visit to the Marriott website shows that the chain includes offerings from over 15 brands ranging from economy pricing to luxury suites, and appealing to pleasure travelers, business travelers, families and long-stay occupants. The Marriott products reach a variety of segments based on a number of segmentation criteria.

Question 4

This chapter discusses how marketers use market segmentation, target marketing, and positioning to market their products and services. In the playlist are a number of commercials for a variety of food and drink products. Your assignment is to watch each of the commercials and then answer the following questions:
Which positioning strategy is being employed by each product? Are there any others that might also be being used?

Question 5

Discuss the strategy of market segmentation, and some of the reasons marketers are employing such techniques. Are there any ethical issues involved in the strategy?

Question 6

Marketing strategies are placing more and more effort on target marketing. What is target marketing? Give examples of companies currently employing this strategy.

Question 7

Discuss the difference between demographic and psychographic segmentation. Give examples of companies employing each. .

Question 8

The lead-in to this chapter discussed GEICO's successful market strategy. What factors led to the success of this company?

Question 9

Marketers continue to increase their marketing efforts to the Hispanic market, while at the same time evidence suggests that younger Hispanics are becoming more integrated into the mainstream. What are the implications of these acculturation issues for the future of marketing?

Question 10

As noted, packages are now becoming communications tools, serving as advertising vehicles. At the same time, packages are changing the other marketing mix elements as well. Discuss how packages are being used to impact price and distribution strategies as well as promotional strategies.

Question 11

A number of companies were mentioned as having recently undergone repositioning strategies. Cite additional examples of brands that you know have been repositioned in recent years. Discuss the pros and cons of these efforts.

Question 12

Many brands have made little or no changes to their packages over the years. As noted in the text, Heinz is one such company. Arm Hammer Baking Soda is another. Provide a list of some companies that have held their packaging and brand logos consistent over the years. Discuss some of the pros and cons of this strategy.

Question 13

This chapter discusses how marketers use market segmentation, target marketing, and positioning to market their products and services. In the playlist are a number of commercials for a variety of food and drink products. Your assignment is to watch each of the commercials and then answer the following questions:
What is the primary segmentation strategy being employed by each of the products? What other segmentation strategies also might be being used?