Market Analysis<br />
Market = GeographicTarget Market= Population Segment andGeographic Area<br />
Focus on Geo. Targets-	Media Allocation- Creative Thrusts<br />
Research Tools<br /> Nielsen<br /> Simmons<br /> BPI	<br /> SRDS<br /> BDI<br /> CDI<br />2/14/11<br />4<br />
Research Tools<br /> Nielsen SCANTRACK = info for food, grocery and general merchandise.<br /> Nielsen PROCISION = info fo...
Research Tools<br />	Simmons Market Research Bureau<br />		(SMRB) = info on 800 brands by 		usage and geography.<br />	Med...
Research Tools<br />BPI = Buying Power Index<br />From Sales & Marketing Management’s<br />Survey of Buying Power<br />Hel...
Research Tools<br />	Standard Rate and Data Service<br />			(SRDS)<br />Media rates<br />Market Data<br />Population<br />...
Research Tools<br />BDI <br />				CDI<br />2/14/11<br />9<br />
Research Tools<br />Brand Development Index =% Brand’s US Sales in Market x 100		  % US Population in Market<br />2/14/11<...
Research Tools<br />Category Development Index =% Category US Sales in Mkt x 100		  % US Population in Market<br />2/14/11...
Research Tools<br />BDIgreater than 100<br />CDIgreater than 100<br />		Suggest receptive markets<br />2/14/11<br />12<br />
Research Tools<br />			Philly accounts for 1.25% brand’s sales and 1% USA population.<br />BDI = 1.25 x 100 <br />				1.00...
Research Tools<br />		NY accounts for 3.00% brand sales 		and 4% USA population<br />BDI = 3.00 x 100 <br />					4.00<br /...
Research Tools<br />Why would index be 			low?<br />Distribution<br />Local Promo Support<br />Right Target<br />2/14/11<b...
Research Tools<br />Higher BDI than CDI is good if both are 100+<br />Means brand is strong<br />2/14/11<br />16<br />
Research Tools<br />Lower BDI than CDI<br />Means competition is 		stronger<br />2/14/11<br />17<br />
Implications<br />High BDI & High CDI =<br />Increase Media Spending to Protect Share of Market<br />2/14/11<br />18<br />
Implications<br />High BDI & Low CDI =<br />Maintain Media Budget<br />(Unless Competition<br />Increases SOV/Media Weight...
Implications<br />Low BDI & High CDI =<br />Investment Spendingto<br />Capitalize on Opportunity DMA’s<br />Added weight<b...
Implications<br />Low BDI & Low CDI =<br />Limited Media Support<br />			due to ROI<br />2/14/11<br />21<br />
Research Tools<br />Demographics & Psychographics<br />Choice III (Simmons/MRI)<br />PRIZM (Claritas, Inc)<br />ACORN (Cac...
Product/Brand Analysis<br />	The More MATURE a brand is…<br />The More Strategic Focus shifts from<br />Physical Qualities...
Product/Brand Analysis<br />	Customers Perception IS Reality<br />		The Essence of the Brand<br />Ex: Cadillac = Prestigio...
Product/Brand Analysis<br />Brand Loyalty is Goal<br />Process = <br />Awareness –   Advertising Media<br />Acceptance –  ...
A Brand Personality Framework<br />Sincerity<br />Down-to-earth<br />Family-oriented<br />Honest<br />Sincere<br />Wholeso...
Brand Personality<br />Categories are not absolute:<br />Take ten other brands and create a word that fits their personali...
Competitive Analysis<br />Start with the other 3 P’s<br />	Price<br />Higher/Lower<br />Why? <br />Ingredients<br />Market...
Competitive Analysis<br />	Place<br />Distribution<br />Greater than or less than<br />Types of Outlets<br />Placement of ...
Competitive Analysis<br />	Promotion<br />Ad Budget Mass Media			 (CMR – Competitive Media Report or LNA – Leading Nationa...
Competitive Analysis<br />Product Comparisons<br />Perceptual Mapping - Image<br />Where brand is in Consumers Mind<br />F...
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Adv 435 ch 3 market analysis

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Adv 435 ch 3 market analysis

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

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