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Topic: Marketing Situation Analysis. I. SITUATION ANALYSIS. Marketing & Promo Mix Consumer / Market / Environment Competitive Situation Marketing / Advertising Objectives Creative Strategy.

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i situation analysis

Topic: Marketing Situation Analysis

I. SITUATION ANALYSIS
  • Marketing & Promo Mix
  • Consumer / Market / Environment
  • Competitive Situation
  • Marketing / Advertising Objectives
  • Creative Strategy

Note: Only B (excl. environment) & C will be discussed in the slides following. This power-point slides are intended for students who haven’t completed Com 352 and provide a review of some basic knowledge concerning situation analysis. Handouts are available for the asking.

b consumer market environment

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

B. Consumer, Market, Environment

1. Market (Geographic) Analysis

2. Consumer (Demography, Usage) Analysis

3. Environmental (Constraint) Analysis

market analysis

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

Market Analysis

Sales Potential Indicators:CDI& BDI

  • When market sales data are available:

CDI

=

% of CategorySales

/

% of Persons

BDI

=

/

% of Persons

% of BrandSales

market analysis4

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

Market Analysis

Sales Potential Indicators:CDI& BDI

  • When market sales data are NOT available:

CDI

=

% of CategoryUsers

/

% of Persons

BDI

=

/

% of Persons

% of BrandUsers

1 market analysis

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

1. Market Analysis

How are CDI/BDI used?

Simple scenario approach

1 market analysis6

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

1. Market Analysis

How are CDI/BDI used?

Other Weighting Approaches

  • Equal weights: .5BDI + .5CDI
  • Unequal Weights (examples):
      • .75BDI + .25CDI
      • .33BDI + .67CDI

Note: BDI/CDI are only two of many indicators of market potential and thus used with other market indicators in media/target decisions

1 market analysis7

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

1. Market Analysis

Example 2 (see handout):CDI& BDI

1.78

=

CDI Setl. =

X 100

191

.93

1.56

=

BDI setl. =

X 100

168

.93

  • What do CDI and BDI for Seattle indicate about its market potential?
1 market analysis8

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

1. Market Analysis

Example 2:CDI& BDI

2.82

=

CDI S.F. =

X 100

167

1.69

3.0

=

BDI S.F.. =

X 100

178

1.69

  • What do CDI and BDI for S.F. indicate about its market potential?
1 market analysis9

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

1. Market Analysis

Example 2: CDI and BDI

With equal weights given: .5BDI + .5CDI

  • Seattle = .5 X 168 + .5 X 191 = 180
  • San Francisco = .5 X 178 + .5 X 167 = 153

Note: Based on the BDI and CDI alone, you will choose Seattle to spend surplus ad budget.

1 market analysis10

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

1. Market Analysis

Example 2: CDI and BDI

With unequal weights given: .75BDI + .25CDI

  • Seattle = .75 X 168 + .25 X 191 =
  • San Francisco = .75 X 178 + .25 X 167 =

Note: With the BDI and CDI weighted unequally, you will choose San Francisco to spend surplus ad budget.

market analysis11

Topic 2: Marketing Situation Analysis

B. Consumer, Market, Environment

Market Analysis

Sales Potential Indicators:CDI& BDI

  • When market sales data are not available: (case for your project)

BDI

=

% ofBrandUsers

/

% of Persons

OR

# of B.Usersin Market

/

# of B. Users in Population

=

X 100

# of Persons in Market

/

# of Persons in Population

market analysis12

Topic 2: Marketing Situation Analysis

B. Consumer, Market, Environment

Market Analysis

Sales Potential Indicators:CDI& BDI

  • When sales data are available by geo market:

BDI

% ofBrandSales

/

% of Persons

=

OR

B. Sales ($) in Market

/

B. Sales in U.S.

=

X 100

# of Persons in Market

/

# of Persons in US

market analysis13

Topic 2: Marketing Situation Analysis

B. Consumer, Market, Environment

Market Analysis

Sales Potential Indicators:CDI& BDI

  • When data are not available:

CDI

=

% of Category Users

/

% of Persons

OR

/

# of C. Users in US

# of C. Users in Market

=

X 100

# of Persons in Market

/

# of Persons in US

2 consumer analysis

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

2. Consumer Analysis

Sales Potential Indicators: CDI & BDI

  • When sales data are available

by consumer segment:

CDI

=

% of Persons

% of CategorySales

/

BDI

=

% of BrandSales

/

% of Persons

sales potential indicators cdi bdi

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

2. Consumer Analysis:

Sales Potential Indicators –CDI, BDI
  • When sales data are NOT available

Note: Sales potential indicators, CDI or BDI, are derived from MRI or Simmons data which report the product or brand usage index in ‘D’ column

CDI

=

% of Persons

% of CategoryUsers

/

BDI

=

% of BrandUsers

/

% of Persons

sales potential indicators cdi bdi16

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

2. Consumer Analysis:

Sales Potential Indicators –CDI, BDI
  • MRI Index (for Category)-- E.g., age 18-24

% of All Persons

=

% ofAllCategory Users

/

# of C. Usersin 18-24

/

# of C. Users in All ages

=

X 100

# of Persons in 18-24

/

# of Persons in All ages

sales potential indicators cdi bdi17

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

2. Consumer Analysis:

Sales Potential Indicators –CDI, BDI
  • MRI Index (for Brand): E.g., age 18-24

% of All Persons

=

% ofAllBrand Users

/

# of B.Usersin 18-24

/

# of B.Users in All ages

=

X 100

# of Persons in 18-24

/

# of Persons in All ages

slide18

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

2. Consumer Analysis:

  • How Is MRI/Simmons Index used?

- Does the segment with the highest index have the greatest sales volume potential?

  • Why or why not?

Example:

Index

Age

18-24

25-34

35-44

% Users

17

18

33

% Pop

13

20

36

Calculation

(17/13)X100

(18/20)X100

(33/36)X100

131

90

92

slide19

Topic: Marketing Situation Analysis

B. Consumer, Market, Environment

2. Consumer Analysis

  • How consumer segments should be analyzed for sales volume potential:

---Use User Size and Index; Weigh UserSize by Index to determine volume potential (value) of segment

.17

X

131

=

22.3

Volume Potential18-24 =

Volume Potential35-44 =

.33

X

92

=

30.4

Note: the volume potential above is not actual sales volume but estimated composite weight that takes on meaning only when compared to other composite weights

c competitive assessment 3 components

Topic: Marketing Situation Analysis

C. Competitive Assessment:3 Components

1.Market shares for all direct and indirect competitors

2. Competitive (and your) media mix and expenditure (in $ and % of their budget)

3.Share-of-Voice or Ad Share (brand’s expenditure as % of all brands’ spending

1 competition market shares

Topic: Marketing Situation Analysis

C. Competitive Assessment

1. Competition & Market Shares
  • For your project, Use LNA/Media Watch Data for competitive mix & expenditure and SOV
  • Our library has 1994 data (Jan-Sept), UCLA, management library has 1999 data.
1 competition market shares22

Topic: Marketing Situation Analysis

C. Competitive Assessment

1. Competition & Market Shares
  • Direct Competition:
  • Indirect Competition

Brands in the same product class as yours;

e.g.,

Brands in one or more different product classes; e.g.,

2 media mix expenditure 2 tables or 1 combined table

Topic: Marketing Situation Analysis

C. Competitive Assessment

2. Media Mix & Expenditure(2 tables or 1 combined table)
  • Raw Expenditures Table -- to show, for each competitor (& you):

What media types have been used and how much ($) has been spent in each of the media?

  • Media Proportion Table

What percent of the brand budget is spent in each medium?

Note: the two tables above may be combined into one as in the LNA exercise provided

slide24

Topic: Marketing Situation Analysis

C. Competitive Assessment

2. Media Mix and Expenditure

< Two Tables Combined: Example 1>

combined table example 2

Topic: Marketing Situation Analysis

C. Competitive Assessment

2. Media Mix and Expenditure

<Combined Table: Example 2>
3 share of voice or ad share in

Topic: Marketing Situation Analysis

C. Competitive Assessment

3. Share-of-voice or Ad Share(in %)
  • Overall:

SOV = Brand Y’s total $ x 100______ All Competitors or Brands total $

  • In Each Medium:

SOV = Brand Y’s $ in medium x 100______ All Competitors or Brands total $ in medium

example see handout

Topic: Marketing Situation Analysis

C. Competitive Assessment

3. Share-of-Voice (SOV)

Example (see handout)
  • SOV Sealy/Overall =

(29,851.6 / 58,222.4) x 100

= 51.3 %

  • SOV Sealy/Mag =

(316.4 / 9,307.4) x 100

= 3.4 %

guidelines in assessing competitive efforts

Topic: Marketing Situation Analysis

C. Competitive Assessment

Guidelines in Assessing Competitive Efforts

1) From competitive media mix table, determine what media have been used heavily and what rarely, and consider their implications for your own media mix

-- what media must be used and why and assess threats and/or opportunities that might exist in the use of certain media

2) From SOV analysis, assess your strengths/weaknesses against the competition, and see if any change in the mix and/or increase or decrease in spending for certain media is warranted for an effective media mix for your brand.

Example: LNA Exercise #4