Wayne State University BA 6015 Week 2

Wayne State University Mike Ilitch School of Business

  • Course: BA 6015 - Marketing Foundations

  • Semester: Winter 2025

  • Week: 2

IMC Campaign and Presentation Groups

Group 1

  • Jack Bishop

  • Klea Hoxhallari

  • Alyssa McCloud

  • Sam Pfeiffer (Preliminary team lead)

Group 2

  • John Brewer

  • Katie Matthews (Preliminary team lead)

  • Ashley Primas

  • Summar Smidi

Group 3

  • Hassan Fawaz

  • Ahmed Ilyas

  • Sarah Sabi

  • Brenet White (Preliminary team lead)

Group 4

  • AngaLic Johnson

  • Varun Vohra

  • Alex White (Preliminary team lead)

Group 5

  • Jamie Freeman

  • Diana Ljucovic

  • Lakiah Wilson

  • Natalie Woods (Preliminary team lead)

Group 6

  • Diajanay Brown (Preliminary team lead)

  • Aini-Alem Robertson

  • Tabinda Sial

  • Mycah Slade

Group 7

  • Rebecca Ableson (Preliminary team lead)

  • Barabara Osei

  • Tazim Sikder

  • Jessica Taylor

Group 8

  • Hillary Bruce

  • Rashad Dudley

  • Lucas Hotchkiss (Preliminary team lead)

  • Heather Marks

Group 9

  • John Brantley (Preliminary team lead)

  • Lauren Cotton

  • Brandon Graves

  • Andrew Zotter

Group 10

  • Kowshik Balaraman

  • Adrian Gligor (Preliminary team lead)

  • Destiny Hill

  • Whitney Kutcher

Group 11

  • Aaron Escobedo

  • Robert Jeannotte (Preliminary team lead)

  • Noah Murciano

Marketing Mix

  • Definition: Tactics a company uses to promote products/services in the market.

  • Known as the 4Ps:

    • Product: the good or service.

    • Price: what the consumer pays for the product.

    • Place: where the product is purchased.

    • Promotion: all efforts a company utilizes to attract the customer.

  • Source: Albrecht, M.G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Identifying Consumer Needs and Wants

Key Points

  • Customers may have needs of which they are fully aware; while others require interpretation.

  • Example Inquiry: What does "restful" hotel mean, or an "attractive" bathing suit?

5 Types of Customer Needs

  • Stated Needs: Clearly specified by the customer.

  • Real Needs: Specific, defining parameters for need fulfillment.

  • Unstated Needs: What the customer expects but may not vocalize.

  • Delight Needs: Needs that provide a "wow" factor.

  • Secret Needs: Unconscious motivations influencing product choices.

  • Source: Albrecht, Green, & Hoffman. (2023). Principles of Marketing

The Value Proposition

  • Definition: Identifies quantifiable benefits customers expect from a product/service.

  • Competitive Differentiator: A promise to consumers that can motivate purchase decisions.

  • Concise Statement: Should succinctly describe how products meet customer wants/needs better than competitors.

Examples

  • Uber: "The smartest way to get around."

  • Apple iPhone: "The experience IS the product."

  • Slack: "Be more productive at work with less effort."

  • CrazyEgg: "Website behavior tracking at an unbeatable price."

  • Nike: "Where all athletes belong."

  • Grammarly: "Great writing, simplified."

  • HelloFresh: "Take the stress out of mealtime."

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

How Does CRM Impact Customer Loyalty and Retention?

  • Key Aspects:

    • Leveraging customer data

    • Enhanced customer communication

    • Ascertaining customer needs

    • Gathering feedback

    • Managing customer loyalty programs

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Integrated Marketing Communications (IMC)

Definition

  • Description: Method of using various promotional forms to send a consistent message to the target audience.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Importance of IMC in Marketing

  • Explanation: Essential to convey the same message in diverse ways to effectively reach various customer segments within the target market.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Benefits of IMC

  • Create awareness and stimulate demand.

  • Encourages product trials and addresses marketing clutter.

  • Maintains coherent and integrated marketing messages to avoid fragmentation.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Better Results

  • Assertion: A unified approach improves marketing messages and delivery methods.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Increased Efficiency

  • Note: Streamlined communication channels enhance productivity and reduce wastage.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Improved Brand Awareness

  • Statement: Amplifies marketing success and enhances brand recognition.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Customer Satisfaction

  • Impact: Educated customers have realistic expectations when they understand the brand promise.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Repeated Success

  • Observation: Integrated campaigns lead to consistent execution strategies which meet campaign objectives.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Steps in the IMC Planning Process

  • Foundation: Successful IMC campaigns require a solid foundation and a well-executed plan.

  • Objectives: Clear objectives are crucial to keep strategies and tactics aligned.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

The 5A Framework

  • Aware: The initial stage where consumers recognize a product's existence.

  • Appeal: Understanding what the product can do for them.

  • Ask: Motivating consumers to seek product information actively.

  • Act: Decision-making phase regarding the purchase.

  • Advocacy: Loyal customers encouraging others to purchase through positive word of mouth.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Design the Message

  • Key Element: Creating messages tailored to fulfill established campaign objectives.

  • Variables: Content and call to action crucial for driving consumer action.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Create the Message Content

  • Considerations: Customer journey stage, product features, media, and target market characteristics play a crucial role in message content.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Types of Appeals

  • Rational: Encourages choice based on product benefits.

  • Emotional: Leverages emotions to promote purchasing.

  • Moral: Motivates buying based on morality or social good.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Commonly Used Methods of Creating Promotional Budgets

  • Objective and Task: Determining IMC objectives and required tasks.

  • Top Down: Budget issued from operating budget involving executive input.

  • Percent of Sales: Marketing functions budgeted from sales percentage.

  • Affordable: Allocating funds available for marketing.

  • Competitive Parity: Budgeting decisions based on competitor expenses.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Designing the Promotion

Considerations

  • Must account for target market, message, and desired response.

  • Essential Issues:

    • What to say

    • How to say it

    • Who should say it

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Overall Message Strategy

  • Involves tying the brand to the audience while utilizing creative strategy and communication channels for message delivery.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Scheduling the Promotion

  • Critical Aspect: Determining timing and frequency of promotions.

  • Terms:

    • Reach: Number of consumers exposed at a time

    • Frequency: Times consumers see the message

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Promotional Schedule Types

  • Continuous: Regular promotions throughout the year.

  • Pulsing: Regular promotions with increased messaging during specific periods.

  • Flighting: Heavy promotions followed by breaks in messaging.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Evaluate and Measure the Objectives

  • Objectives must be measurable, specific, and time-bound to assess campaign effectiveness continuously.

  • Adjustments may be needed based on campaign evaluations and financial accountability.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Consumer Markets and Buying Behavior

  • Understanding consumer buying behaviors can help marketers optimize strategies to improve revenue.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Buyer Characteristics

  • Refer to beliefs, attitudes, motives, perceptions, and values influencing purchases.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Types of Consumer Buying Behavior

  • Complex Buying Behavior: Significant purchases.

  • Dissonance-Reducing Buying Behavior: High involvement, low brand differentiation.

  • Habitual Buying Behavior: Low involvement, repeat buys.

  • Variety-Seeking Buying Behavior: Lowest involvement, frequent brand switching.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Cultural Factors Influencing Consumer Buying Behavior

  • Culture: Shared values and attitudes of a group.

  • Subculture: A group with shared set of values.

  • Social Class: Influenced by income, occupation, education.

  • Gender: Different needs and perspectives in shopping.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Social Factors Influencing Consumer Buying Behavior

  • Influence of prevalent societal factors on consumer purchase decisions.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Personal Factors Impacting Consumer Buying Behavior

Age Groups

  1. Baby Boomers (1946-1964)

    • Population: 70 million.

    • Spending Power: $2.6 trillion.

    • Common Purchases: Pharmacy, household goods, wine, books.

  2. Generation X (1965-1979/80)

    • Population: 65 million.

    • Spending Power: Higher than younger generations.

    • Common Purchases: Higher-end and convenience goods.

  3. Generation Y (Millennials) (1981-1994/96)

    • Population: 72 million.

    • Trends: Sustainable shopping focus.

  4. Generation Z (1997-2012)

    • Population: 67 million.

    • Spending: Limited discretionary income.

Psychological Factors Influencing Consumer Buying Behavior

  • Varied psychological factors impacting customer decisions.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Maslow’s Hierarchy of Needs

  • Framework understanding human motivation impacting consumer behavior.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Situational Factors Impacting Consumer Buying Behavior

  • Contextual elements affecting purchase decisions.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Consumer Decision Process

Steps

  1. Need Recognition

  2. Information Search

  3. Evaluation of Alternatives

  4. Purchase

  5. Post-Purchase Evaluation

Steps in the Strategic Planning Process

  • Questions to address include:

    • Business direction

    • Purpose of existence

    • Current state and desired future state

    • Identification of obstacles hindering progress

  • Goals and objectives should be refined based on effectiveness.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Gap Analysis

  • Process: Internal evaluation of company to identify weaknesses affecting goals.

  • Four Steps:

    1. Identify current state.

    2. Define desired state.

    3. Identify gaps.

    4. Develop improvements.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

SWOT Analysis

Components

  • Strengths: Internal capabilities aiding goal achievement.

  • Weaknesses: Internal limitations hindering objectives.

  • Opportunities: External factors that can be leveraged.

  • Threats: External factors creating challenges for performance.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Strategy Types

  • Market Penetration: Focus on increasing market share.

  • Product Development: New or improved products.

  • Market Development: Targeting new segments.

  • Product Diversification: Enhancing profitability through new products.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Types of Diversification Techniques

  • Horizontal Diversification: Adding similar products.

  • Vertical Diversification: New products unrelated to existing ones for current customers.

  • Conglomerate Diversification: Significantly unrelated products.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Structure of a Marketing Plan

Sections

  1. Executive Summary

  2. Mission Statement

  3. SWOT Analysis

  4. Objectives and Issues

  5. Market Segmentation and Target Market

  6. Buyer Personas

  7. Positioning

  8. Current Marketing Situation

  9. Marketing Strategy

  10. Action Programs

  11. Budgeting Concerns

  12. Controls to Monitor Progress

Executive Summary

  • Overview of the marketing plan including key components:

    • Introduction, market factors, products/services, financial overview, strategies, and objectives.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Marketing Plan Components Defined

  • Mission Statement: Declaration of the organization’s purpose and customer service.

  • SWOT Analysis: Identify internal and external influences on company’s position.

  • Objectives and Issues: Clear communication of expected achievements.

  • Market Segmentation: Dividing target market into defined groups for tailored marketing actions.

  • Buyer Persona: Semi-fictional representation of ideal customers.

  • Product Positioning: How product is perceived against competitors.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Marketing Strategy Types

  • Product Strategy: Development roadmap of products/features.

  • Price Strategy: Revenue implications influencing consumer perception.

  • Promotion Strategy: Tactics to enhance product/service demand.

  • Distribution Strategy: Framework for how products are acquired by consumers.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Marketing Plan Components Continued

  • Action Programs: Details on tasks, timing, responsibilities, and costs.

  • Budgeting Concerns: Doing financial statements summarizing revenue and costs.

  • Controls to Monitor Progress: Methods to assess marketing program effectiveness.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Importance of Ethical Marketing

  • Definition: Moral guidelines for marketing strategies.

  • Benefits: Customer loyalty, credibility, and brand enhancement.

  • Source: Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of Marketing

Crocs - Find Your Fun Campaign

  • Launched in 2016, it was Crocs' first integrated marketing campaign promoting customers sharing Crocs photos in fun contexts.

  • Key Focus Areas:

    • Social Media Engagement

    • Global Market Reach

    • Creative Imagery

    • Brand Messaging

Campaign Characteristics

  • User-Generated Content: Encourages community sharing of experiences.

  • Global Implementation: Span includes the US, UK, Germany, Japan, China, and South Korea.

  • Core Message: Positions Crocs as a symbol of playful comfort in daily life.