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Imc course session 5 promotions opportunity analysis


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Session 5 - Promotion Opportunity Analysis

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Imc course session 5 promotions opportunity analysis

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