MAKALAH IMC PLANNING
PEMBAHASAN ISI MAKALAH
Key Points In This Chapter
:
1.
How does IMC campaign planning work, and
how does it use zero based planning?
2.
What are the six steps in the IMC
planning process?
3.
Why is internal marketing important in
IMC planning?
A. Starting at Zero with IMC Campaign
Planning
a) Planning Throughout the
Organization
Zero based campaign planning occurs at multiple
levels within an organization. At the corporate level, it means revising the
business plan, which is the company’s overall strategy of operating, in order
to maximize profits, brand equity, and the company’s share price (if the
company is publicly owned).
Below
the corporate business plan are the plans of individual departments
operations/production, human resources, financial, marketing, and sales. In the
case of marketing, the analysis and planning focus primarily on goals for sales
and share of market, which can be met throughsuch strategies as launching a new
product, a line extension, or expanding the market.
The
level below the department level is where analysis and planning take place for
marketing communication that focuses on costumer relationships, brand
awareness, brand knowledge, trial, repeat purchase, and overall customer
satisfaction. In very large companies with very large MC budgets, the final
level of planning is done bye each of the major MC functions advertising,
publicity, sales promotion, events and sponsorships and direct response.
This
chapter discusses a typical planning process used for an overall MC plan.
Planners focus on target audiences, objectives, strategies, and rationales, the
budget, and the scheduling of MC activities. The plan also describes what
ongoing market testing will be done and specifies what measurement methods will
be used to determine the effectiveness of the plan once it has been executed.
MC managers working with the people in their departments and with the director
of marketing are responsible for putting the MC plan together. Companies that
have good relationship with their MC agencies may ask members of the agency for
their ideas and suggestions.
b) Applying Zero-Based Planning
For
years most companies conducted MC planning by looking at a few market research
studies and then making some slight adjustments to the plan that had been used
the year before. Today this approach is being replaced with the more
sophisticated zero based approach. The “zero” means that planning starts with
no preconceived notions about what MC functions or media are needed. Rather
than starting with last year’s plan, planners, select functions and media in
light of current marketplace and brand conditions. For example, advertising may
have been heavily used in the preceding year to increase awareness, but now awareness
levels are fine and a more important concern is getting trial, which means
using more sales promotion and less advertising during the coming year.
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Zero-Based
Campaign Planning
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Step
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Description
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1.
Identify Target Audience
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Analyze the various costumer and
prospect segments, and determine which to target and to what extent
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2.
Analyze SWOTs
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Summarize internal and external brand
related conditions; determine the success of the MC functions and media used
in preceding year
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3.
Determine MC objectives
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Decide what marketing communication
programs should accomplish
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4.
Develop Strategies and Tactics
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Determine wich MC functions should be
used and to what extent. Choose brand messages and means of delivery. Support
each strategy with a rationale. Decide when eachMC program will begin and end
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5.
Determine the Budget
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Decided what the overall MC budget
will be and then how money will be devided among the selected MC functions
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6.
Evaluate Effectiveness
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Conduct ongoing MC test in an effort
to find more effective ways to do IMC. Monitor and evaluate all the IMC
efforts to determine effectiveness and accountability.
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Zero
based planning makes sense because competitors and distribution channels are
constantly changing, as are customer interactions, companies now have more data
on which to base MC and media decisions.
Merely
because the planning process starts from “zero” doesn’t mean, however, that a
company won’t continue to do some of the things it has done before. Obviously,
if there is sitll need for a promotional effort or an advertising strategy that
was used successfully in the preceding year, it should be repeaed. One aspect
of corporate learning is keeping track of what worked and didn’t work. Such
learning should help guide annual campaign planning.
B. The IMC Planning Process
1) Identifying Target Audiences
To advertise and promote a product to everyone would
be a waste of money because there is no single product that everyone wants or
can afford to buy. An analysis of the consumer behavior and the costumer
response factors will lead to a better understanding of the people and
companies most likely to be in the market for the product. Therefore, companies
segment costumers into groups based on certain characteristic and the
likelihood that group members will buy the product then companies target
messages specifically to these key audiences. The term segmenting means
grouping customers or prospects according to common characteristic, needs,
wants, or desire. Targeting refers to analyzing, evaluating, and prioritizing
the market segments deemend most profitable to pursue.
Targeting
focuses the MC effort on :
§ Current
costumers who are most likely to repurchase or influence purchases
§ Costumers
and prospects who need special attention for whatever reason
§ Prospects
who have never bought the brand but might buy it, given their profiles.
Because it is expensive to send out brand messages,
the more precise the targeting is, the less the media waste. Also, only by
knowing whom to target can a brand do a SWOT analysis and develop objectives
and strategies that are relevant and persuasive.
2) Analyzing SWOTs
A
SWOT analysis (alternatively SWOT matrix) is a structured planning
method used to evaluate the strengths,
weaknesses, opportunities and threats involved in a project
or in a business
venture. A SWOT analysis can be carried out for a product, place, industry or
person. It involves specifying the objective of the business venture or project
and identifying the internal and external factors that are favorable and
unfavorable to achieve that objective.
§ Strengths:
characteristics of the business or project that give it an advantage over
others.
§ Weaknesses:
characteristics that place the business or project at a disadvantage relative
to others.
§ Opportunities:
elements that the project could exploit to its advantage.
§ Threats:
elements in the environment that could cause trouble for the business or
project.
Identification of SWOTs is important
because they can inform later steps in planning to achieve the objective. First,
the decision makers should consider whether the objective is attainable, given
the SWOTs. If the objective is not attainable a different objective must
be selected and the process repeated. Users of SWOT analysis need to ask and
answer questions that generate meaningful information for each category
(strengths, weaknesses, opportunities, and threats) to make the analysis useful
and find their competitive advantage.
3) Determining Marketing Communication
Objectives
When
setting marketing communication objectives (and all others too) the SMART framework should be used.
For marketing communications to be successful, the right message must be
communicated at the right time, through the right channels to the right
audiences. There are four levels summarised by Fill (2006) which marketing
communications must cover:
§ Awareness
Customers must be aware of the
brand and products, otherwise they won’t know you exist and therefore won’t
make a purchase.
§ Comprehension
Your audience must understand the
brand or product and have sufficient information to be able to make an informed
purchasing decision.
§ Conviction
Your customers must understand the
product benefits and see them as more beneficial than those provided by your
competitors.
§ Action
As with all communication there
should be a desired action, which could be click a link, visit a website, make
a phone call. Ultimately the desired action is a sale, even if the first action
is to raise awareness.
4) Developing Strategies and Tactics
Integrated
Marketing Communications (IMC) requires strategies and tactics that are
consistent, relevant and synchronized. Achieving synergy in your IMC campaigns
can be challenging; you must understand how to choose the best approach, the
best messaging channels and the best combinations of tactics for maximum
results. Many of these tips can be implemented right away in your own work to
help accelerate the performance of existing and future campaigns. In this
session you will learn:
·
The importance of the Integrated
Strategy Statement.
·
How to select the best messaging
channels for your objectives.
·
Elements of powerful IMC strategies.
·
How to synchronize linked tactics.
·
Examples of IMC strategies and linked
tactics.
5) Setting the Budget
As
with all business activities, marketing budgets help the planning
of actual operations by forcing managers to prioritize activities and consider
how conditions might change. Marketing also encourages managers to take steps
now, so they can deal with problems before they arise. It also helps coordinate
the activities of the organization by compelling managers to examine relationships
between their own operation and those of other departments, which is a key
component of integrated
marketing. The essential purposes of budgeting include:
·
To control resources
·
To communicate plans to various
responsibility center managers
·
To motivate managers to strive to
achieve budget goals
·
To evaluate the performance of managers
·
To provide visibility into the company's
performance
Marketing
plans are resource driven and they affect the budget. Therefore, two big
budgeting decisions should be resolved up front:
1.
How shall these efforts be funded? For
example, 70% will be reallocated through cost reductions by consolidating
programs and 30% will come from new funding.
2.
Who will benefit from the new program?
For example, 70% will advance the reputation of the company and 30% will build
"steeples" - the critical core themes that make a difference, which
are usually only built one at a time.
Integrated Marketing
Communication Components
When
determining a budget for an integrated marketing plan, it is important for
managers to understand the components of IMC in order to allocate funds
properly . These include:
·
The foundation - This component is based
on a strategic understanding of the product and market.
This includes changes in technology, buyer attitudes,
and behavior, as well as anticipated moves by competitors.
·
The corporate culture - Increasingly
brands are seen as indivisible from the vision,
capabilities, personality,
and culture of the corporation.
·
The brand focus - This is the logo,
corporate identity, tagline, style, and core message of the brand.
·
Consumer experience - This includes the
design of the product and its packaging, the product experience (for instance
in a retail store), and service.
·
Communications tools - This includes all
modes of advertising,
direct marketing,
and online communications including social media.
·
Promotional tools - This includes trade
promotions; consumer promotions; personal selling,
database
marketing, and customer relations management; public
relations and sponsorship programs.
·
Integration tools - This is software
that enables the tracking of customer behavior and campaign effectiveness. This
includes customer
relationship management (CRM) software, web analytics,
marketing automation,
and inbound marketing software.
6) Evaluating Effectiveness
Evaluation
provides the information necessary to examine how well a program or initiative
is being implemented and to determine whether that program is achieving desired
results. With information from periodic and well-designed evaluations, program
administrators can direct limited resources where they are most needed and effective
within their communities. The following resources help administrators and
program managers design and conduct evaluations and to use evaluation findings
to improve services and benefit staff and the families they serve.
C. Internal Marketing
a) Informing Employees
In a survey of internal communication of U.S
companies, half of the managers and front line supervisors surveyed cited
inadequate interdepartemental communication as the number one problem behind
poor costumer service. According to the marketing manager of a major bank with
hundreds of branches, making employees aware of current marketing programs is
an ongoing challenge : “we are doing well if 80 percent of our tellers are
aware of a new promotion when it begins”.
Just as a company uses many
different MC functions and media to communicate with customers, it should also
use a variety of messages and channels of communication to reach employees.
Like customers, employees have their preferred methods of receiving information
. for this reason, good internal marketing makes use of company intranets,
newsletters, email, voice mail, bulletin boards, and face to face meetings with
employees. An internet is a computer network that is a accessible only to
employees and contains proprietary information. Intranets facilitate
communication, collaboration, and the coordination of work flow. Extranets are
another valuable “internal” communication channel as they help keep outside MC
agencies informed. An extranet is a limited access website that links
suppliers, distributors, and MC agencies to the company.
b) Empowering Employees
Because internal marketing provides employees with
information, it enhances employee empowerment, which means giving employees the
resources to make decisions about problems that affect customer relationships.
As companies downsize and shift responsibility to lower levels, service
employees on the front line of costumer contact are making more decisions that
affect customer relations. Generally, the more information these employees
have, the better the decisions they will make.
Empowerment programs must be
supported by training and infomaton about company policies a communication
challenge. Automaker Nissan requires all dealer employees for its infinity
models to attend six day training programs designed to each employees how to
recognize and address legitimate costumer problems. A support program with the
objective of creating empowered and responsive employees has these goals :
§ To
inform employees about their role in satisfying customers
§ To
inform employees about their role in the ccompany’s success
§ To
reward employees on the basis of their individual performance and the company’s
overall performance.
§ To
listen to employees when they have ideas about how to better serve customers
even when the ideas involve other areas of operations.
§ To
give employess easy access to costumer information files and other databases
that enable them to make quick and knowledgeable responses.
c) Listening to Employees
Like external marketing, iternal marketing depends
on two way communication. If an internal marketing program only send messages,
employees will see the program as propaganda. If company messages are going to
have integrity, internal marketing must encourage and facilitate employee
feedback, which will let managers know whether employess understand and agree
with the internal marketing messages and are willing to support the various MC
programs.
Even more important, listening to employees can
provide valuable real time costumer research that helps in budgeting, planning,
and adjusting MC plans. A justified criticism of some MC plans is that they are
made in corporate office “ivory towers”. Such plans don’t address the real
problems and opportunities in the marketplace. Costumer contact employees can
be a valuable source of competitive and product performance information.
Costumers contact employees vary from industry to
industry. In some industries, such as office machines and automobiles, service
personnel are the employees most likely to have ongoing contact with costumers.
The people who deliver grocery product soft drink, snacks, processed meats,
dairy product directly to the stores are important contact points. They often
are responsible for shelving the products or setting up merchandising
materials, so they are constantly in the stores mingling with ultimate
costumers. These delivery people are often the first employees to be aware of
product or markeing communication problems or other costumers concerns. As the
IMC in action box illustrate, internal marketing that facilities employee input
about costumer’s needs can improve MC planning.
An example of internal communication gone wrong
comes from wild oats, a chain of natural foods store know for social
responsibility and sensitivity to employees. Costumers, employees, and the
media were amazed when they one day learned that the wild oats CEO had ordered
managers to search employees bags twice
a day as part of an antitheft policy. Several managers resigned in protest, and
negative stories appeared in the local media. In response, the CEO wrote a
letter to the local newspaper admitting that the store’s “infamous loss control
memo was not well thought out, impossible to enforce and in retrospect just
plain dilbertesque. The CEO concluded that the ruckus had caused the company to
conduct “a comprehensive internal review of how we communicate to our staff
members and the need to think more completely about the consequences of our
actions”. This company learned the hard way that everything it does and says,
including in house staff policies, sends a brand message to all its
stakeholders and to customers in particular.
KESIMPULAN
Ø Key point 1 : IMC Zero Based
Planning
A marketing plan is governed by the
company’s overall business plan and gives direction to the marketing
communication plan. Zero based planning (which starts from current conditions
rather than from past or expected future conditions) is used to identify the
appropriate MC area that can best deliver on the objectives.
Ø Key point 2 : The IMC Planning
Process
The
six steps of IMC planning are :
1.
Identifying the target audience
2.
Analyzing SWOTs
3.
Determining the MC objectives
4.
Developing strategies and tactics
5.
Setting the budget
6.
Evaluating the effectiviness of the IMC
program
Ø Key point 3 : Internal Marketing
Internal marketing is process of
involving other employees in the planning process and then communicating the
plan back to them to get their buy-in and support.
DAFTAR
ISI
Alamat
website :
Referensi buku :
§ Principle
of advertising & IMC karangan Mc GRAW- HILL
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