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Integrated Marketing Communication(IMC) Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)
IMT-CDL(DIMS)IP UNIVERSITY
(Ex. HOD-MARKETING,BSD)Sr. Manager (Digital Marketing-SEO, SMO, Advt, E-Mail Mrkt, Mobile Mrkt)
www.jrinfotech.comE:forrajeshkumar@gmail.com
P:9810275444www.marketingandbrandingguru.com
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Ashok Leyland is known for its
products
What is a Product?
Product
it is anything that can be offered in a market for attention, acquisition, use, or consumption that might satisfy need or want
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Product Classification Schemes
Durability
Use
Tangibility
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Durability and Tangibility
Nondurablegoods
ServicesDurablegoods
Non Durable Goods:
Non Durable Goods: These tangible goods are normally consumed in one or few use. Like Soft drinks, soap etc. These goods are purchased frequently
Marketing Strategy • Should available in many location• Charge only just above than mfd• Advertise heavily to make it presence
Durable Goods:
Durable Goods: These tangible goods are normally survive in
many uses. Like Refrigerators, TV, Machine Tools, Cloth Etc.
Marketing Strategy• Required more Personal selling• Need higher Margin• Perfect Guarantee
Services:
Services: These intangible products are based on quality.
Like: Legal Advisor, CA Firm, service industries.
Marketing Strategy• Much quality required• Strong Credibility need
Use
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Consumer Goods Classification
Convenience
Unsought
Shopping
Specialty
Convenience products
Convenience products are consumer products and services that the customer usually buys frequently, immediately, and with a minimum comparison and buying effort
Like:NewspapersCandyFast food
Convenience products
Shopping products
Shopping products are consumer products and services that the customer compares carefully on suitability, quality, price, and style
Like:FurnitureCarsAppliances
Shopping products
Specialty products
Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort
Like:Medical servicesDesigner clothesHigh end electronics‐
Unsought products
Unsought products are consumer products that the consumer doesn't want to know or knows about, but doesn’t normally think of use.
Like:Life insuranceFuneral servicesBlood donations
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Industrial Goods Classification
Materials and parts
Supplies/ business services
Capital items
Industrial Goods Classification
• Material & Parts: These are the goods that's support the company in
manufacturing of Product & other finished goods. Like iron ore, Cotton, Fish etc.
• Capital items: These are the long lasting goods which facilitate
developing & managing the finished goods. like, Engineering machine , Construction machine etc.
• Supplies & Business Services:These are the short term goods & services that facilitate
developing or managing the finished product. Like Coal, Petroleum etc
Product Line Length
Product Line Length: A Company lengthen its product line in two way
• Line Stretching
• Line Filling
Line Stretching:
Line Stretching:• Company used to identify the total possible
product of its range. • when a company lengthens its product
beyond its current range line stretching occur.
Company can stretch its line in following way
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Line Stretching
Down-Market StretchDown-Market Stretch
Up-Market StretchUp-Market Stretch
Two-Way StretchTwo-Way Stretch
Down market Stretch
Down market Stretch A company want to lowered price line for following three
reason.• The company might feel strong opportunity to enter in
the lower segment• The company may tie-up with that segment company ,
otherwise this company may enter in higher segment & can give the strong competition
• The company may find the declining of the present market
Like:Fmcg major enter in Shampoo pouch, Tata Nano
Up Stretch Market
Up market StretchA company wants to increase price line for following
reason.• Company wishes to enter in high end market• Want to achieve more growth• Understand high Margin• Understand the luxury Market
Example: Armani Cloth, Toyota Lexus , Nissan Infiniti
Two Way Stretch
• Company wants to grow in all direction• Want to balance one of the segment
with other
Example: Titan watches, Premium Range of the this watches are Edge, Nebula, Xylus & For Lower range It is Sonata.
Line Filling
A firm can lengthen its product line by adding more products in the existing range. There are following reasons for line filling
• Allow the customer to choose product from the given brand• Trying to satisfy dealers who may complain for shortage of
particular product• Reaching for good profit• Utilize its maximum capacity• Expose itself as full line company• Do not allow any space for the competitors
Example: HUL- Lux, Liril, Hamam, Rexona
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