smokey brand marketing situation analysis assignment
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Smokey Brand Marketing Situation Analysis Assignment. Project 1 JOMC 172 Spring 2005. The Assignment. You are given a variety of data for Smokey brand and its unidentified category. (Project1data.xls)

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the assignment
The Assignment
  • You are given a variety of data for Smokey brand and its unidentified category. (Project1data.xls)
  • Your job is to analyze the marketing situation and identify the major problems/opportunities facing the brand, with a particular emphasis on media planning issues.

Project 1 - Spring 2005

the data
The Data
  • Situation Overview
  • 2004 Sales by DMA (category and brand)
  • 2004 Sales by Week (category and brand)
  • MRI Product Summary
  • MRI All Users (Adults)
  • MRI Heavy Users (Men)
  • MRI Medium Users (Men)
  • MRI Light Users (Men)
  • MRI Smokey Brand (Adults)
  • 2004 Media Expenditures for Leading Brands

Project 1 - Spring 2005

where to start
Where to Start

You should begin to analyze the data by using the techniques we have discussed in class, such as:

  • Computing SOV (for category & brand)
  • Computing Media Mix (for category & brand)
  • Computing BDI/CDI
  • Computing Seasonal Sales Indices (for category & brand)

Beyond the computations, what do the data mean?

Project 1 - Spring 2005

what else
What Else?

Look for connections among different data types.

  • For example, the MRI product summary may lead you to look at MRI user data in a particular way to identify targeting opportunities;
  • Or, the media mix analysis, combined with MRI user data, may help you identify a targeting problem;
  • Or, MRI user data plus DMA sales data plus media mix data may identify geographic opportunities.

Project 1 - Spring 2005

important comparisons
Important Comparisons
  • Heavy / Medium / Light Users vs. Smokey Users
  • Market Share vs. SOV
  • Smokey Media Mix vs. the Category
  • BDI vs. CDI
  • Seasonal Sales Indices for Smokey vs. the Category

Project 1 - Spring 2005

the completed project
The Completed Project
  • You should turn in a printed PowerPoint deck with one slide per page.
  • Each page should include your name and a page number.
  • You are limited to a maximum of 5 pages, plus a cover page with a signed honor statement.
  • Each page should identify one of the most significant problems/opportunities faced by Smokey brand in a particular area of interest to media planners.
  • Due at the beginning of class, Tuesday, March 1.

Project 1 - Spring 2005

areas of interest
Areas of Interest

Your project should identify problems / opportunities in each of the following areas:

  • Product Users / Potential Users
  • Geography
  • Seasonality
  • Competitive Environment

In addition, you may include one other area of significant problems / opportunities.

Project 1 - Spring 2005

some cautions advice
Some Cautions / Advice
  • There are lots of problems / opportunities in this data set. Your job is to find the most significant ones.
  • Don’t ignore any of the data. You should examine it all or you could miss something very important.
  • Don’t make recommendations.
  • Provide rationale for your analysis. Tables, charts, and graphs are good ways to present data.

Project 1 - Spring 2005

an example page
An Example Page
  • The next page shows a good example from a hypothetical presentation deck.
  • This sample page shows analysis of product users using three data sources: MRI Product Summary, MRI All Users, and MRI Heavy Users.
  • The page presents a related problem and opportunity (restates the problem as an opportunity).
  • Sources are clearly identified.
  • Presentation of data in table format.

Project 1 - Spring 2005

product users
Product Users
  • Problem: Age 18-64 user base is overly broad.
  • Opportunity:Redefine primary users as age 35-64.
  • Rationale:
    • Significantly above-average indices for Heavy Users in this age group, particularly 35-54. (SOURCE: MRI All Users; MRI Heavy Users)
    • 65% of Heavy Users are age 35-64. (SOURCE: MRI Heavy Users)
    • Heavy Users (25% of users) account for 78% of volume. (SOURCE:MRI Product Summary)

Project 1 - Spring 2005

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