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1 Class 2: IMC Planning & Decision Making 가천대학교글로벌경영학과유진영

2 Examining MKT Strategy: STP Examining MKT Strategy STP Strategy Segmentation Targeting Positioning MKT Mix Program Product Place Price Setting IMC Objective 커뮤니케이션단계별목표의구체적설정 Examine and Select Communication Tools 광고, PR, SP, 인적판매, 이벤트, POP 등 커뮤니케이션도구별전략적역할의할당 커뮤니케이션예산의확보및배정

3 Examining MKT Strategy: STP STP - Segmentation: 시장을서로동질적인욕구를가지고있는소비자집단으로구분 - Targeting: 표적소비자선정 - Positioning: 경쟁우위를제공하는브랜드포지셔닝을결정 Target: IMC 전략에서메시지를전달하고자하는대상으로구체화 Positioning: IMC 전략에서소비자에게전달하고자하는브랜드컨셉으로재정립

4 Segmentation ( 시장세분화 ): Possible Dimensions for Segmentation 시장세분화가능변수 : 행동적특성 (Behavioral) 심리적특성 (Psychographics) 인구통계학적특성 (Demographics) 지리인구통계적특성 (Geodemographics)

5 Segmentation ( 시장세분화 ): Possible Dimensions for Segmentation 행동적특성 (Behavioral): 특정제품군또는관련제품군에서의소비자행동에대한정보 구매패턴 ( 시기, 품목, 지출 ), 사용량, 사용상황, 소비자가추구하는편익, 제품사용경험, 충성도등고려 심리적특성 (Psychographics): 소비자의태도, 가치, 동기등을포함하는심리통계적구조나라이프스타일에대한정보 예 ) 은행에관련된소비행동의심리적특성 소심한전통적거래자 (worried traditionalists) 안전투자지향자 (secured investors) 특정은행애호자 (bank loyalists) 검소한은행거래자 (thrifty bankers) 결과를토대로은행은집단별로적합한커뮤니케이션을전개하고각세분시장에더나은서비스를제공.

종교등을포함 다른변수들에비해측정하기가용이하기때문에 market segmentation 에가장널리사용된다.

이웃이나동일지역에거주하는사람은서로인구통계적특성이나라이프스타일이비슷할것이다.

평균나이는 35 세이하이고 5 만달러정도 (upper-mid income) 의소득수준을가진미혼 (likely

6 Segmentation ( 시장세분화 ): Possible Dimensions for Segmentation 인구통계적특성 (Demographics): 나이, 성별, 가족규모, 가족수명주기, 소득, 직업, 교육수준, 종교등을포함 다른변수들에비해측정하기가용이하기때문에 market segmentation 에가장널리사용된다. 지리인구통계적특성 (Geodemographics): 지리적특성과인구적특성을결합 전제 : 이웃이나동일지역에거주하는사람은서로인구통계적특성이나라이프스타일이비슷할것이다. 예 ) 보헤미안믹스 (Bohemian Mix) - 자유로운라이프스타일을가진, 젊고움직임많은도심지사람들 - 평균나이는 35 세이하이고 5 만달러정도 (upper-mid income) 의소득수준을가진미혼 (likely unmarried) - 아파트를임대하거나고층건물에서살고대학교육을받았으며전문직 (professionals), 사무직 (white-collar) 종사자. - 최신영화나최신나이트클럽을즐기고첨단노트북컴퓨터를구입하는조기수용층

7 Segmentation Example: Snack-Food Market Nutritional Snackers Weight Watchers Guilty Snackers Party Snackers Indiscriminate Snackers Economical Snackers % of Snackers 23% 14.5% 9% 15% 18% 20% Lifestyle Characteristics Benefit Sought Consumption level of Snacks Type of Snacks Usually Eaten Demographics Self-assured, Controlled Nutritious, no artificial ingredients, natural Outdoorsy, Influential, adventurous Low calories, Quick energy Highly anxious, isolated Low calories, Good tasting Sociable Good to serve guests, goes will with beverages Hedonistic Good tasting, satisfies hunger Self-assured, Price-oriented Low price, best value Light Light Heavy Average Heavy Average Fruit, vegetables, cheese Better educated, have young children Yogurt, vegetables Young, single Yogurt, cookies, crackers, candy Younger or older female, lower SES Nuts, potato chips, crackers, pretzels Middle-ages, not urban Candy, ice cream, potato chips, pretzels, popcorn Teenager No specific products Have larger family, better educated

8 Targeting ( 표적시장선정 ): 어떤세분시장을공략할것인가? Undifferentiated strategy aims the entire market. A segmenter develops a different marketing mix for each segment. Single target market strategy Multiple target market strategy The Strategy Strategy one Strategy two Strategy three A combiner aims at two or more submarkets with the same marketing mix. The strategy

9 Targeting ( 표적시장선정 ): Undifferentiated Strategy An Undifferentiated Strategy: A strategy adopting mass market philosophy, viewing the market as one big market with no individual segments. A business adopting the undifferentiated strategy: Uses one marketing mix for the entire market. Assumes that individual customers have similar needs that can be met with a common marketing mix.

10 Targeting ( 표적시장선정 ): Single Target Market Strategy A Single Target Market Strategy: A strategy that segments the market, selects one of the homogeneous segments, and concentrates on the single segment. The Strategy A business adopting the single target market strategy: Concentrates resources on a single market Can concentrate on understanding the needs, motives, and satisfactions of the segment. Can develop and maintain a highly specialized marketing mix. Has better chances to provide superior value to customers and satisfy them better.

11 Targeting ( 표적시장선정 ): Multiple Target Market Strategy A Multiple Target Market Strategy: A strategy that segments the market, selects two or more segments and develops a distinct marketing mix for each. Strategy one Strategy two Strategy three A business adopting the multiple target market strategy: Treats each segment as a separate target market needing a different marketing mix. Has many potential benefits including greater sales volume, higher profits, larger market share, etc. Has to deal with high costs in product design, production, promotion, inventory, marketing research, and management. Has to take a risk of cannibalization. * Cannibalization A situation that occurs when sales of a new product cut into sales of a firm s existing products.

12 Targeting ( 표적시장선정 ): Combined Target Market Strategy A Combined Target Market Strategy: A strategy that segments the market and combines two or more submarkets into one larger target market. The strategy A business adopting the combined target market strategy: Tries to increase the size of their target markets combining two or more segments. Looks at various submarkets for similarities rather than differences. Extends or modifies offerings to appeal to these combined customers with one marketing mix. Needs to carefully consider its resources, the nature of competition, and similarities of customer needs, attitudes, and buying behavior.

13 Positioning: 포지셔닝이란? 표적소비자의마음속에자사제품이나기업을표적시장 경쟁 기업능력과관련하여가장유리한위치에자리잡도록하는것. Position: 브랜드 / 제품이소비자들에의해지각되고있는모습. 즉, 표적소비자의마음속에자리잡고있는그브랜드 / 제품의주요특징, 주요편익, 주요이미지. 성공적인포지셔닝을위해서는 : - 명확한 positioning statement 를설정한다. - 브랜드의특징적인의미를만들어내어이것이소비자의마음속에명확히자리잡도록한다. - 소비자의마음속에경쟁브랜드보다우월하게자리잡아야한다.

14 행동유발여부 Success of Positioning: NO YES Promote competitors 경쟁자돕기 우리브랜드의경쟁우위는반영하지못하면서해당제품군을구입해야하는중요한이유가무엇인지를제시하는상황 Loser 패배자 브랜드가어떤경쟁우위도없고브랜드를사고싶어하도록하는동기부여도충분하지않은상황 Winner 승리자 브랜드가경쟁브랜드에비해우위에있는제품특성이나편익을제공하고소비자가우리브랜드를구입하고싶어하는동기를제공하는상황 Swimming up to the river 강을거슬러헤엄치기 경쟁우위는가지고있으나이것이브랜드를선택하도록하는힘을끌어내지못하는상황 NO 경쟁우위반영여부 YES

15 Positioning: 편익에기반한포지셔닝

16 Positioning: 기능적편익에근거한포지셔닝 브랜드가문제를해결할수있는특정편익을가지고있음을강조함으로써소비자에게문제해결책을제공. 가장광범위하게사용되는형태

17 Positioning: 상징적편익에근거한포지셔닝 브랜드소유자가소속하고자열망하는집단이나역할, 자아이미지와연상관계를갖도록하는것. 기능적제품편익에의해해결되지못하는소비측면인자아증진, 집단소속감, 이타주의등과같은소비자욕구에초점을맞추어소구

18 Positioning: 체험적편익에근거한포지셔닝 소비자에게감각적인즐거움이나다양한느낌, 인지적자극을주는제품에대한열망에기반. 브랜드의세련된외관, 황홀한느낌, 뛰어난맛이나냄새, 멋진소리와같은감각적인가치강조. 흥분, 도전, 정신적행복과같은인지적자극에서매우풍부한것으로묘사.

19 Positioning: 복합적편익에근거한포지셔닝 Opponents 어느하나의편익에초점을맞춘커뮤니케이션전략이필요하다! 각각기능적, 상징적, 체험적, 혼합된이미지를가진다양한브랜드와경쟁해야한다. 소비자에게브랜드의정체성및특징을쉽게이해시키기어렵다. Proponents 복합적편익에근거한포지셔닝도차별화포인트를제공한다! 해당제품군내에서색다른제품을찾는고객을만족시킬수있는잠재력을가진다. 소비자로하여금자신이무엇을추구하고있는지좀더정교하게알수있도록한다. 단일포지셔닝이더효과적인지혹은복합포지셔닝이더효과적인지는경쟁상황이나소비자의반응에달려있다! 다양하고체계적인마케팅조사가필요

20 Example: Perceptual Mapping of Bar Soap Brands

21 Examining MKT Strategy: MKT Mix Examining MKT Strategy STP Strategy Segmentation Targeting Positioning MKT Mix Program Product Place Price Setting IMC Objective 커뮤니케이션단계별목표의구체적설정 Examine and Select Communication Tools 광고, PR, SP, 인적판매, 이벤트, POP 등 커뮤니케이션도구별전략적역할의할당 커뮤니케이션예산의확보및배정

22 Examining MKT Strategy: Marketing Mix MKT Mix (4P): - Product: 소비자의욕구를충족시켜줄수있는제품개발 - Price: 기업에게적정이윤을보장하면서소비자가수용할수있는가격제공 - Place: 소비자가편리하게제품을구매할수있는유통망설계 - Promotion: 소비자에게제품을알리고구매유도 마컴도구들뿐만아니라마케팅프로그램을구성하는모든요소들이전략적으로일관성있게통합 상호작용적커뮤니케이션 마케팅믹스프로그램과 IMC 전략은상호보완적이고전략의일관성이유지될수있도록설계되어야한다.

23 MKT Mix & IMC: Product 제품전략과관련하여검토해야할요인 : (1) 브랜드의핵심제품개념을반영하는커뮤니케이션프로그램개발 - 핵심제품 : 소비자가그제품으로부터원하는핵심적인편익 - 유형제품 : 소비자가추구하는핵심적편익을패키지, 제품속성, 스타일, 품질, 브랜드명을통하여구체적으로유형화시킨것. - 확장제품 : 유형제품외에소비자에게부가적으로제공되는서비스 ( 배달, 신용제공, 보증, 제품설치, A/S 등 ). 마컴관리자는마케터가개발한제품개념을핵심제품을통해소비자중심의설득적이고임팩트있는메시지로연결하고, 유형제품과확장제품을통해커뮤니케이션을구체화해야한다.

24 MKT Mix & IMC: Product (Cont d) (2) 제품믹스 (product mix) 의측면고려 브랜드확장시 (Brand Extension) 계열확장시 (Line Extension) 원상표에서전이될수있는호의적인연상요소는? 원상표와신제품간에컨셉의일관성이필요한가? 원상표와신제품이각각수행해야할전략적역할은? 기존제품과신제품간에시너지효과는가능한가? 기존제품에대한 cannibalization 을최소화하는방안은? 표적고객의차별화가가능한가? 가격차별화가필요한가? Brand extension: 한제품시장내에서성공을거둔기존브랜드를다른제품군의신제품에부착하는것 Original brand 의좋은이미지를신제품에전이, 확장에따른기존브랜드이미지희석효과 (dilution effect) 방지 Line extension: 기업이기존브랜드명을새로운맛, 디자인, 성분, 기능등을추가한신상품에사용하는것 기존제품과의차별화, cannibalization 을최소화, 각 product line 간의연계성을통한시너지효과달성

25 MKT Mix & IMC: Product (Cont d) (3) 브랜드의계층구조이해 기업명중심의브랜드전략시 개별브랜드명브랜드전략시 기업아이덴티티로강화시키는요소는무엇인가? 기업아이덴티티를희석시키는요소는무엇인가? 경쟁상표와의차별화방안은? 자사의기존상표와차별화시키는방안은? 기업브랜드전략 : 기업의아이덴티티를강화시켜주는특징들이커뮤니케이션에반영 개별브랜드전략 : 경쟁상표와의차별적인요소들이커뮤니케이션메시지에부각

26 MKT Mix & IMC: Product (Cont d) (4) 패키지가제공하는커뮤니케이션기능을고려 좋은패키지는시각적주의유발, 정보의제공, 감정적소구력, 기능수행력 ( 제품보호기능, 보관용이성, 사용편리성 ) 등의기능을수행 각커뮤니케이션도구들과패키지간의연계성과상호보완성을확보

27 MKT Mix & IMC: Price 가격전략과관련하여검토해야할요인 : (1) 마케팅전략에서수립된가격전략에따라커뮤니케이션전략조정 Skimming Pricing ( 스키밍전략 ) 신제품에대해고가격을책정한다음시간이경과하면서점차가격을낮추는정책 MarCom 프로그램은 Early adopter 들의특성에맞추어개발 메시지내용도고가를지불해야하는근거를제시하는데주력

28 MKT Mix & IMC: Price (Cont d) Penetration Pricing ( 침투가격전략 ) 신제품출시시가격을낮게책정함으로써대량판매에의한원가우위를통해수익성을확보하려는정책 신제품에대한수요가조기에확산될수있는커뮤니케이션방안을강구 Early adopter 보다는일반대중에게맞추어커뮤니케이션

29 MKT Mix & IMC: Price (Cont d) (2) 고객별로가격차별화를실시해야할필요가있는지를검토 고객별가격차별화 : 소비자집단에따라서로다른가격을제시하여이익의극대화추구. 가격차별화가필요한경우, IMC 관리자는이를실행에옮길수있는커뮤니케이션도구들을선정 예 ) 쿠폰, 리베이트, 마일리지제도등의판촉 (sales promotion) (3) 마컴이소비자들의준거가격형성에미치는영향이해 준거가격 (Reference price): 소비자가제품가격의싸고비쌈을판단하는데기준으로삼는가격. 마컴활동은소비자들의준거가격형성에영향을미칠수있기때문에이를반드시고려 예 ) 백화점의반복되는세일과사은행사 : 소비자의준거가격을낮추어장기적으로매출에부정적인영향

30 MKT Mix & IMC: Place 유통전략과관련하여검토해야할요인 : (1) 유통경로구성원에의해수행될커뮤니케이션기능을고려 - 유통경로구성원이소비자들에게긍정적인메시지를전달할수있는여건을마련하고, 유통경로구성원과협력하여마컴프로그램구성. 예 ) 유통커버리지를높이고유통경로구성원의판매동기를부여하거나좋은진열매대를확보하기위해, 유통경로구성원을대상으로한다양한 sales promotion ( 판매수수료및인센티브제공, 판매사원교육, 판촉물제공등 ) 을실시.

31 MKT Mix & IMC: Place (Cont d) (2) 브랜드의유통커버리지를고려 - 집약적유통 (intensive distribution): 특정지역내에서가능한한많은중간상들에게제품을공급 - 전속적유통 (exclusive distribution): 한지역내에서한개의중간상에게만제품을공급 - 선택적유통 (selective distribution): 집약적유통과전속적유통의중간형태 예 ) 유통커버리지가특별매장으로제한되는전속적유통의경우매중매체를통한커뮤니케이션보다는특정고객층을타겟으로한 DM 활동, 인적판매의도입이더바람직. (3) 푸쉬전략과풀전략에따라차별적인마컴계획을수립 - 푸쉬전략 (push strategy): 유통경로구성원에게판매동기를부여하여제품의판매를촉진시키는전략 - 풀전략 (pull strategy): 최종소비자의구매욕구를직접자극하여유통경로구성원들이소비자가원하는제품을취급하도록만드는전략

32 THANK YOU

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