Promotions Opportunity Analysis<br />X50.9212 Integrated Marketing – Week 3<br />
Agenda<br />Components of Promotional Analysis<br />Competitive Analysis<br />Major Consumer Market Segments<br />Major B2...
Promotional Analysis<br />Identifying target markets and designing a communication plan to reach those markets<br />
Components of A Promo Analysis<br />Communications Market Analysis, aka SWOT Analysis<br />Competition<br />Opportunities<...
Components of A Promo Analysis<br />Establish Marketing Communications Objectives<br />e.g. brand awareness, increase sale...
Components of A Promo Analysis<br />Establish Marketing Communications Budget<br />% of sales (previous or upcoming year)<...
Components of A Promo Analysis<br />Preparing Promotional Strategies<br />Top line guidance for overall campaigns; long te...
Market Segmentation<br />Identifying specific groups based on their purchasing needs, attitudes and interests – each segme...
Consumer Market Segmentation<br />Common ways to segment markets:<br />Demographics<br />Psychographics<br />Generations<b...
Claritas PRIZM and Experian Mosaic<br />
Market Segmentation<br />MLB FANS<br />NFL FANS<br />SUBSCRIBERS<br />STERN FANS<br />
B2B Market Segmentation<br />Common ways to segment markets:<br />Industry<br />Size of business<br />Geographic<br />Prod...
Promotions Opportunity Analysis<br />X50.9212 Integrated Marketing – Week 3<br />
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X509212 Integrated Marketing Week3 Promo Analysis

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X509212 Integrated Marketing Week3 Promo Analysis

  1. 1. Promotions Opportunity Analysis<br />X50.9212 Integrated Marketing – Week 3<br />
  2. 2. Agenda<br />Components of Promotional Analysis<br />Competitive Analysis<br />Major Consumer Market Segments<br />Major B2B Market Segments<br />International Implications<br />
  3. 3. Promotional Analysis<br />Identifying target markets and designing a communication plan to reach those markets<br />
  4. 4. Components of A Promo Analysis<br />Communications Market Analysis, aka SWOT Analysis<br />Competition<br />Opportunities<br />Target Markets<br />Customers<br />Product Positioning<br />
  5. 5. Components of A Promo Analysis<br />Establish Marketing Communications Objectives<br />e.g. brand awareness, increase sales, increase market share, enhance company image…<br />Important to investigate BENCHMARKS<br />
  6. 6. Components of A Promo Analysis<br />Establish Marketing Communications Budget<br />% of sales (previous or upcoming year)<br />Meet the competition (reduce loss of market share)<br />“What can we afford” (limited budgets)<br />Objective and task (based on each objective individually)<br />Payout planning (ratio ad spend : sales)<br />Quantitative models (computer simulations)<br />
  7. 7. Components of A Promo Analysis<br />Preparing Promotional Strategies<br />Top line guidance for overall campaigns; long term impact on marketing efforts<br />Strategies impact marketing TACTICS <br />
  8. 8. Market Segmentation<br />Identifying specific groups based on their purchasing needs, attitudes and interests – each segment has distinct characteristics<br />Segments must be <br />Homogenous!<br />Distinct from the whole!<br />Financially viable!<br />Reachable by communications!<br />
  9. 9. Consumer Market Segmentation<br />Common ways to segment markets:<br />Demographics<br />Psychographics<br />Generations<br />Geographic<br />Benefits<br />Usage<br />Geodemographic modeling systems (e.g. PRIZM, Mosaic)<br />Customer value<br />Shopping behaviors<br />
  10. 10. Claritas PRIZM and Experian Mosaic<br />
  11. 11. Market Segmentation<br />MLB FANS<br />NFL FANS<br />SUBSCRIBERS<br />STERN FANS<br />
  12. 12. B2B Market Segmentation<br />Common ways to segment markets:<br />Industry<br />Size of business<br />Geographic<br />Product usage<br />Customer value<br />
  13. 13. Promotions Opportunity Analysis<br />X50.9212 Integrated Marketing – Week 3<br />
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