PROMOTIONS OPPORTUNITY ANALYSIS

Ch. 5 with Duane Weaver

OUTLINE
Building the IMC Plan Situational Analysis
Promotions Opportunity Analysis Communication Market Analysis

Establish Marketing Communications Objectives Establish a Communications Budget Prepare Promotional Strategies Matching Segmentation Tactics with Strategy

Building the IMC Plan

building an IMC program begins first with the construction of a quality marketing plan. IMC PLAN:
Situation Analysis Establish Objectives Create Budget Market Strategies Tactics based on Strategies (segmentation)

Situational Analysis
Promotions Opportunity Analysis
Identify target audiences for your goods and services Competitive Analysis & Opportunity Analysis
SWOT anyone Characteristics Personification

Communication Market Analysis

Target Market Analysis

Customer Analysis
1. Current customers 2. Competitions customers 3. Potential new market customers

Positioning Analysis
Our products Other products (ours/competitors) Other disposable income choices

Establish Marketing Communications Objectives

Overall Goal of IMC plan Measurable
%
penetration/share, % or $ in sales, in positioning, stock value, customer attitudes, ROI, ROA, .etc.

The intended Message

What will they say after vs. what they say now

Benchmarking

Establish a Communications Budget

Goal Threshold effects Carryover effects Wear out effects Decay effects Random effects Types
% sales (easybut may be inverse of what is needed then) Match Competitor (keep up with Jones) Arbitrary allocation (dart board anyonepass the martini) $ in the pockets (no more pennies) Objective & task (cumulate costs of tasks) Payout planning (more at introless later)

Establish a Communications Budget

SEE FIGs 5.4 and 5.5 in text

Prepare Promotional Strategies

Long Term Sweeping guidelines concerning essence of marketing Related to Market Plan initiatives

Matching Segmentation Tactics with Strategy

TACTICS (doing it. How to!)
Add excitement to plan Do not detract from Strategy Ads, personal selling enticements, sales promos, packaging & labeling, pricing Coupons, certificates, bonuses, special containers (popcorn in wine), contests, prizes, rebates, volume discounts Education programs (internal/external) Whatever needs to be donegets done!

Matching Segmentation Tactics with Strategy

Segmentation:
Traditional
Demographic Psychographic Geographic Socio-graphic Cultural Generational Benefit Usage Customer Value Industry Process (decision)

Your Way
What makes sense? Is it measureable?

THANK YOU!