Adv 435 ch 3 market analysis

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  • 1. Market Analysis
  • 2. Market = GeographicTarget Market= Population Segment andGeographic Area
  • 3. Focus on Geo. Targets- Media Allocation- Creative Thrusts
  • 4. Research Tools
    Nielsen
    Simmons
    BPI
    SRDS
    BDI
    CDI
    2/14/11
    4
  • 5. Research Tools
    Nielsen SCANTRACK = info for food, grocery and general merchandise.
    Nielsen PROCISION = info for health and beauty aids
    2/14/11
    5
  • 6. Research Tools
    Simmons Market Research Bureau
    (SMRB) = info on 800 brands by usage and geography.
    Mediamark Research, Inc. (MRI) =
    Competing company with similar data
    2/14/11
    6
  • 7. Research Tools
    BPI = Buying Power Index
    From Sales & Marketing Management’s
    Survey of Buying Power
    Helps predict sales potential
    Population
    Disposable Income
    Retail Sales
    2/14/11
    7
  • 8. Research Tools
    Standard Rate and Data Service
    (SRDS)
    Media rates
    Market Data
    Population
    Households
    Disposable Income
    USA/Regions/States
    2/14/11
    8
  • 9. Research Tools
    BDI
    CDI
    2/14/11
    9
  • 10. Research Tools
    Brand Development Index =% Brand’s US Sales in Market x 100 % US Population in Market
    2/14/11
    10
  • 11. Research Tools
    Category Development Index =% Category US Sales in Mkt x 100 % US Population in Market
    2/14/11
    11
  • 12. Research Tools
    BDIgreater than 100
    CDIgreater than 100
    Suggest receptive markets
    2/14/11
    12
  • 13. Research Tools
    Philly accounts for 1.25% brand’s sales and 1% USA population.
    BDI = 1.25 x 100
    1.00
    Index = 125
    2/14/11
    13
  • 14. Research Tools
    NY accounts for 3.00% brand sales and 4% USA population
    BDI = 3.00 x 100
    4.00
    Index =75
    2/14/11
    14
  • 15. Research Tools
    Why would index be low?
    Distribution
    Local Promo Support
    Right Target
    2/14/11
    15
  • 16. Research Tools
    Higher BDI than CDI is good if both are 100+
    Means brand is strong
    2/14/11
    16
  • 17. Research Tools
    Lower BDI than CDI
    Means competition is stronger
    2/14/11
    17
  • 18. Implications
    High BDI & High CDI =
    Increase Media Spending to Protect Share of Market
    2/14/11
    18
  • 19. Implications
    High BDI & Low CDI =
    Maintain Media Budget
    (Unless Competition
    Increases SOV/Media Weight)
    2/14/11
    19
  • 20. Implications
    Low BDI & High CDI =
    Investment Spendingto
    Capitalize on Opportunity DMA’s
    Added weight
    Promos/Distribution
    2/14/11
    20
  • 21. Implications
    Low BDI & Low CDI =
    Limited Media Support
    due to ROI
    2/14/11
    21
  • 22. Research Tools
    Demographics & Psychographics
    Choice III (Simmons/MRI)
    PRIZM (Claritas, Inc)
    ACORN (Caci Systems, Inc)
    Lifestyle Market Analyst
    Sourcebook of Zip Code Demographics
    2/14/11
    22
  • 23. Product/Brand Analysis
    The More MATURE a brand is…
    The More Strategic Focus shifts from
    Physical Qualities to Intangibles
    From “contains x, y or z” to
    “ a name you can trust!”
    2/14/11
    23
  • 24. Product/Brand Analysis
    Customers Perception IS Reality
    The Essence of the Brand
    Ex: Cadillac = Prestigious, Classy, $$
    but…it’s what old folks drive
    Overcome that with younger actors, celebs, active lifestyle…Build or rebuild the brand
    2/14/11
    24
  • 25. Product/Brand Analysis
    Brand Loyalty is Goal
    Process =
    Awareness – Advertising Media
    Acceptance – Attributes (Copy)
    Preference - Functions
    Insistence - Benefits - Personality
    2/14/11
    25
  • 26. A Brand Personality Framework
    Sincerity
    Down-to-earth
    Family-oriented
    Honest
    Sincere
    Wholesome
    Cheerful
    Excitement
    Daring
    Trendy
    Exciting
    Imaginative
    Unique
    Up-to-date
    Competence
    Reliable
    Hard-working
    Intelligent
    Successful
    Confident
    Sophistication
    Upper-class
    Glamorous
    Charming
    Feminine
    Smooth
    Ruggedness
    Outdoorsy
    Masculine
    Western
    Tough
    Rugged
  • 27. Brand Personality
    Categories are not absolute:
    Take ten other brands and create a word that fits their personality or place them into:
    Sincerity - Sophistication
    Excitement - Ruggedness
    Competence
    2/14/11
    27
  • 28. Competitive Analysis
    Start with the other 3 P’s
    Price
    Higher/Lower
    Why?
    Ingredients
    Market
    Promo
    Elasticity
    2/14/11
    28
  • 29. Competitive Analysis
    Place
    Distribution
    Greater than or less than
    Types of Outlets
    Placement of Retail
    Quality of channels
    Wholesalers
    Jobbers/agents
    retailers
    2/14/11
    29
  • 30. Competitive Analysis
    Promotion
    Ad Budget Mass Media (CMR – Competitive Media Report or LNA – Leading National Advertisers)
    PR
    Social
    Digital
    Message – Tone
    Sales Promo
    Coupons/Incentives/Discounts/POP
    2/14/11
    30
  • 31. Competitive Analysis
    Product Comparisons
    Perceptual Mapping - Image
    Where brand is in Consumers Mind
    Four Quadrants
    High/Low
    Physical/Functional/Psychological
    Limited to two dimensions
    Purely Judgmental but….
    Perception IS Reality!
    2/14/11
    31