Transcript Situation Analysis

Situation Aanalysis:
SB 7, A1, & more
– Objective of the analysis is to find opportunity
areas to exploit or problem areas to correct
• __________: a medium or market (consumer
segment or geographic area) that has not been
tapped by the competition that shows great potential
• __________: Sales are declining in the Southwest
for Brand X
– It is necessary to assess marketing 4Ps, esp.
Marcom elements (sales promo, personal
selling, PR, advertising) that will contribute to
product sales (long- or short-term)
– Essential Parts
Situation Aanalysis:
SB 7 & more
• The Product/Brand: history, product packaging,
sizes/flavors/features, price, PLC (market
position), brand image,
• The Market: history, size in $ & units,
competitive brands/market share, cost/profit
structure, Seasonality of sales (yours and
competitors), any pricing trends,
– Seasonal sales by month, quarters for your brand as
well as the competition
– Sales changes over two or more years
Situation Aanalysis:
SB 7 & more
• Distribution & Market Sales/Potential Analysis: geographic
distribution, type of retail outlets, shelf-spacing, any modes of
selling (POP displays, merchandising, in-store promotions, etc.)
– To determine market’s sales potential and campaign’s geographic
emphasis,
• start with BDI/BPI analysis (TBD)
• Year-to-year % change in sales by market (TBD)
• Any market developments, if useful in assessing the potential can be
analyzed
Situation Aanalysis:
SB 7 & more
• The Consumer: who (demography, geography,
psychographics/lifestyle) -- current and potential),
where (retail outlets), when and how often (buying &
use cycle and habits), user vs. buyer distinction, if
warranted, who (and how much) influences the
purchase, & what media they use
– MRI analysis is basic (TBD) – for Who, Where Users Live
and What Media
– Other primary research data (for purchasing cycle, when they
use a given medium most heavily, purchase influence, etc.)
may be helpful
– VALS II, PRIZM, etc. provide additional psychographics
info
Situation Analysis:
SB 7 & more
• Competitive Advertising and Media Analysis: your
(and competition) expenditure history (%
increase/decrease), competitive media expenditure
analysis (CMR) for the past few years, (media
types/classes, individual vehicles, no. of ads used,
scheduling of ads) and $ & % allocation across
markets, quarters/seasons, and relationship of ad $ to
sales or other com effects (via research sources, e.g.,
Allison-Fisher awareness and attitudes surveys, J.D.
Power analysis of branding measures for the auto
industry)
- competitive media analysis with LNA/Media Watch
Data – TBD
- Relative Advertising Effects on Sales – TBD (A8)
– Essential Parts (continued)
Situation Aanalysis:
SB 7 & more
• Creative Requirement: any information on the
message (what is said/shown and how it’s
said/shown) that points to specific media
choices
– e.g., rational vs. emotional appeal used, needs for
visual media, importance of color and ad
reproduction quality, message centered around a
specific seasonal theme,
For Your Brand:
– Have you addressed all the important issues in
each of the essential parts?
– In addition, have you considered your marketing
objectives, advertising objectives?
– Have you assessed the strengths and weaknesses
to identify opportunities to capitalize and the
threats to be conscious of in tapping
opportunities?
– Essential Parts
Situation Aanalysis:
Avery Ch. 1
• The Product/Brand: history, product packaging,
sizes/flavors, price, , PLC, PC, image,
• The Market: history, size in $ & units,
competitive brands/market share, cost/profit
structure, Seasonality of sales (yours and
competitors), any pricing trends,