PROMOTIONS OPPORTUNITY

ANALYSIS

X50.9212 Integrated Marketing – Week 3

Agenda• Components of Promotional Analysis• Competitive Analysis• Major Consumer Market Segments• Major B2B Market Segments• International Implications

Promotional Analysis• Identifying target markets and designing a

communication plan to reach those markets

Components of A Promo Analysis• Communications Market Analysis, aka

SWOT Analysis• Competition• Opportunities• Target Markets• Customers• Product Positioning

STRENGTHS• • •

WEAKNESSES• • •

OPPORTUNITIES• • •

THREATS• • •

Components of A Promo Analysis• Establish Marketing Communications

Objectives• e.g. brand awareness, increase sales, increase

market share, enhance company image…• Important to investigate BENCHMARKS

Components of A Promo Analysis• Establish Marketing Communications

Budget• % of sales (previous or upcoming year)• Meet the competition (reduce loss of market

share)• “What can we afford” (limited budgets)• Objective and task (based on each objective

individually)• Payout planning (ratio ad spend : sales)• Quantitative models (computer simulations)

Components of A Promo Analysis• Preparing Promotional Strategies

• Top line guidance for overall campaigns; long term impact on marketing efforts

• Strategies impact marketing TACTICS

Market Segmentation• Identifying specific groups based on their

purchasing needs, attitudes and interests – each segment has distinct characteristics

• Segments must be • Homogenous!• Distinct from the whole!• Financially viable!• Reachable by communications!

Consumer Market Segmentation• Common ways to segment markets:

• Demographics• Psychographics• Generations• Geographic• Benefits• Usage• Geodemographic modeling systems (e.g. PRIZM,

Mosaic)• Customer value• Shopping behaviors

Claritas PRIZM and Experian Mosaic

Market Segmentation

SUBSCRIBERS

NFL FANS

STERN FANS

MLB FANS

B2B Market Segmentation• Common ways to segment markets:

• Industry• Size of business• Geographic• Product usage• Customer value

PROMOTIONS OPPORTUNITY

ANALYSIS

X50.9212 Integrated Marketing – Week 3