Integrated Brand Marketing (E)
What is the purpose of integrated brand marketing? What is the link between shopper and consumer?
Posted: Apr 2010
Every marketing activity is touching the brand performance in the market. In most of the cases the impact of brand activations is successful. But still, this result can be more or less successful. The measure of success is comparing regular brand performance versus “enhanced” brand performance, due to the marketing activity.
The success of the brand can be achieved through different indicators ( sales volume, numerical distribution, profit, etc. ), with the different rates of incremental.
The overall success depends of the concept of the marketing activation. The concept that does not cover all inputs for brand performance enhancement, cannot give the best possible outputs. Example, strong outdoor advertisement without adequate product availability cannot bring the result. Launch of the new pack cannot be successful if the trade does not accept the recommended sales price ( RSP ).
The right approach is the integrated brand marketing. Product performance depends of the right approach to the marketing mix. Proper marketing activation requires product, price, product distribution and activation to be balanced and developed. Integrated brand marketing requires the marketing approach that gives:
The motivation that moves people to choose your brand and be disappointed with substitutes - ACCEPTABILITY
Physical penetration—having our brands within an arm’s reach of desire - AVAILABILITY
Psychological penetration—having desire within an arm’s reach of our brands - ACTIVATION
The balance of Price and Value is creating the pull for what we sell – AFFORDABILITY
What is the relationship between availability (Distribution) and activation? The product distribution is making the shopper and/or consumer to be aware that they can purchase and/or consume the product in the outlet. Activation is dictating the action by encouraging the shopper to purchase the product, by suggesting that the advertised products is the best solution for their needs. Activation also drives awareness of their needs, by bring them from subconscious to conscious.
In order to tailor the marketing approach in a proper way, it is important to distinguish the roles of shopper and consumer.
Shopper – Person who is buying the product, but not necessarily the person who is consuming/using the product.
Consumer – Person who is using/consuming the product. Consumer can be the Shopper too, but not necessarily.
Example: Mother ( Shopper ) is buying the ice-cream for her son ( Consumer ).
In some cases the shopper and consumer can be the same person, but sometimes those are two persons.
Why is integrated marketing important? Integrated Marketing is balancing the Marketing Mix, but also bridges the gap between the shopper and the consumer. The shopper aims to fulfill their consumers’ needs, but often their view of the needs different. The Shopper is the gatekeeper of the consumer. The consumer might demand of the shopper, but the shopper does not have to listen or might not even remember.