Imc course session 5 promotions opportunity analysis
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Session 5 - Promotion Opportunity Analysis

Session 5 - Promotion Opportunity Analysis

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Imc course session 5 promotions opportunity analysis Imc course session 5 promotions opportunity analysis Presentation Transcript

  • Session 5
    Ali Raza Merchant
    IMC CoursePromotions Opportunity Analysis
    IMC 2011 by ARM
  • Determine which promotional opportunities exist for the company
    Identify the characteristics of each target audience so a coherent advertising and marketing communications message reaches them
    Topic Objectives
    IMC 2011 by ARM
  • 5 Steps in Developing Promotions Opportunity Analysis
    IMC 2011 by ARM
  • IMC 2011 by ARM
    The 5 Steps
    Promotion Opportunity
    Analysis
    Conduct Communication Market Analysis
    Establish Communication Objectives
    Match Tactics with Strategies
    Create Communications Budget
    Prepare Promotional Strategies
  • IMC 2011 by ARM
    Communication Mkt Analysis
    Opportunity Analysis
    • Customers Competition is not serving
    • Saturated and intense markets
    • Opportunities of building relationships with customers thru different approach
    Competitive Analysis
    • Adverts
    • Promotional M/L
    • Annual Reports
    • Websites
    Communication Market Analysis
    Is the process of discovering the organization’s strengths and weaknesses in the area of marketing communications
    Customer Analysis
    Examine Customers by:
    • Current Customers
    • Competition Cust
    • Potential Customers
    Positioning Analysis
    • Analysis of desired brand perception
    • Is it in line with what we want to project
  • IMC 2011 by ARM
    Communication Objectives
    Develop brand Awareness
    Increase good-service category
    Marketing Communications Objectives
    The purpose or reason of developing Communications for the brand
    Change customer beliefs or attitude
    Enhance Purchase Actions
    Encourage Repeat Purchases
    Build Customer Traffic
    Increase Market Share
    Increase Sales
  • IMC 2011 by ARM
    Communication Budgeting
    Meet the Competition Method (At times very wasteful like Telecom Wars)
    Percentage of Sales Method (The secure but ineffective method)
    Establishing Communication Budget
    • There are different budgeting methods which are based on Company Type, approach, professionalism, purposefulness etc
    Arbitrary Allocation (The Seths Style)
    What We Can Afford Method (In Companies where Marketing is seen as an expense)
    Objective Task Method (This is perhaps the most extensive and rational method)
    Payout Planning Method (Establishes ratio of Advertising to Sales or Market share based on Nielson ratings)
  • IMC 2011 by ARM
    Promotional Strategies
    For e.g. communications strategy of Mountain Dew
    Preparing Promotional Strategies
    • Strategies are sweeping guidelines concerning the essence of the companies marketing efforts
    • Strategies provide the long-term direction for all marketing activities
    Primary Market of Dew – Teenagers and Young Adults
    Communication efforts use slogans like “Do the Dew” to “Been there done that”
    Action oriented commercials featuring high risk activities – Indian ads with Salman Khan
    Overall theme of Dew communications programs all other activities
    – (Brand World)
  • IMC 2011 by ARM
    Matching Tactics with Strategies
    Ads based on the major theme
    Bonuses or Prizes for Sales Reps
    Tactics are
    the things companies do to support overall promotional objectives
    For e.g. Kellogg company seeks to enhance sales of cereals for holidays like Halloween or OlpersRamadhan Packaging
    Sales Promotions (Posters, POP, displays etc)
    Special Product Packaging or labeling
    Price Changes like discounts, limited period offers
    Coupons, special containers, Contests, Purchase bonuses
  • Market Segmentation
    IMC 2011 by ARM
  • IMC 2011 by ARM
    Market Segmentation based on Demographics
    Segmentation based on Gender
    Brands for Males or Females
    Can be highly effective if the other gender is also taken care of like BMW motorcycles
    Market Segmentation
    Market Segment is a group of individual consumers with distinct characteristics
    Helps in identifying specific purchasing groups based on needs, attitudes and interests
    Segmentation based on Age
    Defining customer types as children, tweens, teens, young adults, middle aged, senior citizens
    Segmentation based on Income
    Spending is normally directed at 3 Categories:
    1. Necessities 2. Sundries 3. Luxuries
    Segmentation based on Ethnic Heritage
    Language, Geographical linkage, Race etc.
    For e.g. TapalMezban for Sindh, TapalTez Dum for Punjab
  • IMC 2011 by ARM
    Market Segmentation based on Psychographics
    For e.g. Nokia cell phones were earlier categorized as follows:
    Entry Level
    Live Category
    Music Phones
    E-Series for Business Users
    N-Series for Multimedia Users
    Psychographics
    Unlike Demographics, where it is difficult to explain why people buy particular brands
    Psychographics emerge from a pattern of responses that reveal a person’s attitude, interest and opinions (AIO)
    In Pakistan we use SEC Classifications such as:
    A1, A2, A, B1, B2, C, D
    These are research based classifications which study place of dwelling, education, income, ownership of durables and consumption habits
  • IMC 2011 by ARM
    Market Segmentation based on Generations & Geographic Area
    Generation Based Segmentation
    The concept behind this is that common experiences and events create bonds between people beyond those merely on age
    Thus you can estimate their share in population and common preference like music, dressing habits, food preferences, celebrity associations etc
    Harley Davidson fans, Beatles fans, Wrangler Jeans are examples
    Geographic Segmentation
    Works mainly for businesses that want to operate in limited Geographical Area
    Mostly seen with retailers who limit themselves within a territory
    Results in wastage of advertising as messages are mass but are meant for a certain type of customer
    Gourmet Bakery & Yummy Ice Cream - Lahore, Bundu Khan – Karachi, are examples
  • IMC 2011 by ARM
    Market Segmentation based on Benefit & Usage
    Benefit Based Segmentation
    Focuses on the advantage consumers receive by using a product or a brand
    IPOD and IPhone were such products, when launched.
    It has been used successfully in the fitness market for regular exercisers. Mostly includes younger, upwardly mobile and career oriented people
    Usage Based Segmentation
    Is clearly based on highest usage customers who are identified through Data bases maintained either by the company itself or through independent data providing companies.
    Examples include Frequent Fliers on Airlines, Priority Banking Clients, Regular Hotel and Restaurant Clients with privileges