Summary
Samenvatting Marketingcommunciatie Strategie (MBN09a)
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Duidelijke, structurele samenvatting marketingcommunciatie strategie 1ste bachelor bedrijfsmanagement UCLL, Robrecht Van Goolen
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INTEGRATED MARKETING COMMUNICATIONWAT IS INTEGRATED MARKETING COMMUNICATION (IMC)? ....................................................................... 2
COMMUNICATIEPROCES .............................................................................................................................................. 2
SYNERGIE: VOORBEELDEN ............................................................................................................................................ 2
BELANGRIJKSTE REDENEN VOOR IMC .......................................................................................................... 2
OBSTAKELS VOOR IMC ................................................................................................................................ 3
COMMUNICATIEBUREAUS EN IMC ................................................................................................................................ 3
H1 Integrated marketing communication 1
,HOOFDSTUK 1: INTEGRATED MARKETING
COMMUNICATION
WAT IS INTEGRATED MARKETING COMMUNICATION (IMC)?
Kernidee:
- Combineren van diverse communicatiemiddelen op consistente wijze
- Synergetisch effect tussen de instrumenten en de middelen
- Resultaat: naadloze / homogene communicatie
→ Voordeel :
- Consistente boodschap naar alle doelgroepen
- D.m.v. alle contact punten & communicatiekanalen
COMMUNICATIEPROCES
SYNERGIE: VOORBEELDEN
- Direct mail is effectiever als deze is voorbereid door een kennisverhogende reclamecampagne
- PR, reclame voor het bedrijf en sponsoring kunnen een synergetische en positieve invloed op het
bedrijfsimago hebben
- Websites worden vaker bezocht als deze via massamedia onder de aandacht worden gebracht
- Verkopers hebben het makkelijker als hun product of bedrijf door sponsoring of reclame al goed
bekend is
ZIE SLIDES 22 – 42 IMC CAMPAGNE TORFS
BELANGRIJKSTE REDENEN VOOR IMC
- Fragmentatie van media
- Noodzaak aan meer rentabiliteit (1+1 =3)
- Laag niveau van merkdifferentiatie
- Overlappende doelgroepen (consumenten, leveranciers, aandeelhouders, ...)
- Technologische ontwikkelingen: social media, mobile marketing, ...
→ IMC kan op niveau van positionering (het merk) maar ook op ‘product niveau’.
H1 Integrated marketing communication 2
,OBSTAKELS VOOR IMC
COMMUNICATIEBUREAUS EN IMC
- Communicatiebureaus zijn meestal functioneel gespecialiseerd: cfr. reclamebureaus, DM-consultants,
pr- bureaus, sales-experts, mediabureaus, ...
- Sommige bureaus bieden totaalpakket, maar dan ligt nadruk vaak op reclamefunctie
- Spanningsveld tussen streven naar integratie en noodzaak aan gespecialiseerde expertise
H1 Integrated marketing communication 3
, SEGMENTATIE, TARGETING, POSITIONERING
SEGMENTATIE ............................................................................................................................................ 3
WAT IS SEGMENTATIE? ............................................................................................................................................... 3
SEGMENTATIECRITERIA ............................................................................................................................................... 3
SEGMENT PROFIELEN .................................................................................................................................................. 4
TARGETING ................................................................................................................................................ 5
JUISTE DOELGROEP KIEZEN ........................................................................................................................................... 5
POSITIONERING.......................................................................................................................................... 6
POSITIONERING: WAT EN WAAROM? ............................................................................................................................. 6
Positionering ..................................................................................................................................................... 6
Customer promise ............................................................................................................................................. 6
Functionele vs emotionele belofte .................................................................................................................... 6
BENEFIT LADDER IN POSITIONERING ............................................................................................................................... 6
POSITIONERING FORMULEREN: POSITIONING STATEMENT .................................................................................................. 7
POSITIONERINGSFOUTEN ............................................................................................................................................. 7
H2 Segmentatie, targeting, positionering 1
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