Smokey BrandMarketing Situation Analysis

Assignment

Project 1

JOMC 172

Spring 2005

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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.

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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

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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?

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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.

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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

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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.

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Areas of Interest

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

• Product Users / Potential Users• Geography• Seasonality• Competitive EnvironmentIn addition, you may include one other area of

significant problems / opportunities.

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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.

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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.

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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)

Age

Index(All Users)

Index(Heavy Users)

18-24 95 90

25-34 103 97

35-44 110 125

45-54 100 119

55-64 99 106

65+ 90 85