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PROMOTIONS OPPORTUNITY ANALYSIS

PROMOTIONS OPPORTUNITY ANALYSIS. Ch. 5 with Duane Weaver. OUTLINE. Building the IMC Plan Situational Analysis Promotions Opportunity Analysis Communication Market Analysis Establish Marketing Communications Objectives Establish a Communications Budget Prepare Promotional Strategies

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PROMOTIONS OPPORTUNITY ANALYSIS

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  1. PROMOTIONS OPPORTUNITY ANALYSIS Ch. 5 with Duane Weaver

  2. OUTLINE • Building the IMC Plan • Situational Analysis • Promotions Opportunity Analysis • Communication Market Analysis • Establish Marketing Communications Objectives • Establish a Communications Budget • Prepare Promotional Strategies • Matching Segmentation Tactics with Strategy

  3. Building the IMC Plan • …building an IMC program begins first with the construction of a quality marketing plan. • IMC PLAN: • Situation Analysis • Establish Objectives • Create Budget • Market Strategies • Tactics based on Strategies (segmentation)

  4. Situational Analysis • Promotions Opportunity Analysis • Identify target audiences for your goods and services • Communication Market Analysis • Competitive Analysis & Opportunity Analysis • SWOT anyone • Target Market Analysis • Characteristics • Personification • Customer Analysis • Current customers • Competitions customers • Potential new market customers • Positioning Analysis • Our products • Other products (ours/competitors) • Other disposable income choices

  5. Establish Marketing Communications Objectives • Overall Goal of IMC plan • Measurable • % Δ penetration/share, % or $ Δ in sales, Δ in positioning, Δ stock value, Δ customer attitudes, ROI, ROA, ….etc. • “The intended Message” • What will they say after vs. what they say now • Benchmarking

  6. Establish a Communications Budget • Goal • Threshold effects • Carryover effects • Wear out effects • Decay effects • Random effects • Types • % sales (easy…but may be inverse of what is needed then) • Match Competitor (keep up with Jones) • Arbitrary allocation (dart board anyone…pass the martini) • $ in the pockets (no more pennies) • Objective & task (cumulate costs of tasks) • Payout planning (more at intro…less later)

  7. Establish a Communications Budget • SEE FIGs 5.4 and 5.5 in text

  8. Prepare Promotional Strategies • Long Term • Sweeping guidelines concerning “essence” of marketing • Related to Market Plan initiatives

  9. Matching Segmentation Tactics with Strategy TACTICS (doing it. How to!) • Add excitement to plan • Do not detract from Strategy • Ads, personal selling enticements, sales promos, packaging & labeling, pricing • Coupons, certificates, bonuses, special containers (popcorn in wine), contests, prizes, rebates, volume discounts • Education programs (internal/external) • Whatever needs to be done…gets done!

  10. Matching Segmentation Tactics with Strategy • Segmentation: • Traditional • Demographic • Psychographic • Geographic • Socio-graphic • Cultural • Generational • Benefit • Usage • Customer Value • Industry • Process (decision…) • Your Way • What makes sense? Is it measureable?

  11. THANK YOU!

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