Promotions Opportunity Analysis: Course Faculty - AYESHA PERVAIZ

Promotions
Opportunity
Analysis
Chapter 4
Course faculty -AYESHA PERVAIZ
4-1
A promotions opportunity analysis is

the process by which marketers
identify target audiences for the
goods and services produced by the
company.
There are two objectives.
1. Determine which promotional
opportunities exist for the company.
2. Identify the characteristics of
each target audience so consumers can
be reached with coherent advertising
and marketing communications
messages.
4-2
4-3
Chapter Objectives
1. What activities are involved in
completing a promotions opportunity
analysis?
2. How should a companys marketing
team evaluate the relationship
between a companys promotional
efforts and those of the competition?
3. What are the characteristics of the
major consumer market segments?
4. How can a company identify and reach
key business-to-business market
segments?
5. How can IMC programs and promotions
be expanded to the international level?
4-4
4-5
C.A.R.E.S.S How to get and

keep customers
Customer life time value LTV

Acquisition-Promise
Retention Deliver
Expansion Wow!
Staff Skills
Staff Satisfaction
4-6
With NEW PROMOTIONAL

OPPORTUNITIES FOUND the firms
overall IMC message can be
structured to fit various target
markets
4-7
Promotion opportunity Analysis

The process marketers use to
identify target audiences for the
companys goods and services and
the communication strategies
needed to reach these audiences
OBJECTIVES
1.Determine which promotional
opportunities exist for the company
2.Identify characteristics of each target
audience for effective message delivery
4-8
CENTAURUS PROMOTION
4-9
New Brite promotion at Safa

mall feb 2016
4-10
Promotions Opportunity Analysis

1. Conduct communication market
analysis
2. Establish objectives
3. Create a budget
4. Prepare a promotional strategy
5. Match tactics with the strategy
4-11
Communication Market
Analysis
Step One
Competitors
Opportunities
Target markets
Customers
Product positioning
4-12
Competitors
Identify
Major competitors
Communication
strategies of
major competitors
Sources of
information
Secondary
data
Other people
Primary
research
4-13
4-14
Is this NOISE?
4-15
Opportunities
Ignored customers.
Saturated markets.
Benefits not articulated
clearly.
Marketing approach.
Brand positioning.
4-16
Target Markets
Benefits sought.
Methods of reaching markets.
Appeals to each market.
Needs not being met.
Demographic and
psychographic profile of each
market.
4-17
Customers
Three Types
Current company customers
Customers of competitors
Potential customers who
have not purchased product.
4-18
Product
Positioning
Perception
In mind of consumers
Relative to competition
Created by factors
such as
Product quality
Prices
Distribution
Image
Marketing communications
4-19
Improving perception
4-20
Positioning Strategies
Attributes
Competitors
Use or application
Price/Quality
Product user
Product class
Cultural symbol
4-21
Price
4-22
Image !!
4-23
Attribute /
competition
4-24
Use and user
4-25
Usage
4-26
Usage
4-27
Establish Communication
Objectives
Refer to MCD case
Step Two
Develop brand awareness.
Increase category
demand(determine category
memebership)
Change beliefs or attitudes.
Enhance purchase actions.
Encourage repeat purchases.
Build customer traffic.
Enhance firm image.
Increase market share.
Increase sales.
4-28
4-29
Changing attitude
4-30
Confused positioning
4-31
Right celebrity for the right

message (brand)
Application gone wrong ?
4-32
4-33
4-34
Who will attend the event ?
4-35
Factors Impacting Relationship

Between Promotions and Sales
Goal of promotion
Threshold effects
Carryover effects
Wear out effects
Decay effects
4-36
Create Communications
Budget
Step Three
Percentage of sales
Meet-the-competition
What we can afford
Objective and task
4-37
Budgeting Expenditures
In terms of budget expenditures:
Media advertising normally accounts for 40% of a
communications budget
Trade promotions receive about 25%
Consumer promotions are given on average
about 25%
The final 3-5% goes to other expenses.
There are variances from industry to industry
Business-to-business firms have allocations,
which are not the same as consumer-oriented
firms and also vary by industry
4-38
Create Communications
Strategies
Step Four
Broad, long-term guidelines.
Link to opportunities and threats.
Fit with overall company
message, image, and themes.
4-39
Or
The STARBUCKS Way
4-40
The coffee retailer, based in

Seattle, takes an unconventional
approach to marketing, choosing
parties and other in-person
encounters over big national
advertising campaigns
Starbucks spends far less on
advertising than other large
retailers and consumer-products
companies
4-41
Match Tactics with Strategies

Step Five
Tactics support strategies
Examples of tactics
Specific advertisements
Personal selling enticements
Sales promotions
Trade promotions
Price of products
Package design and labeling
4-42
The Travel Attach is the Middle

Easts premier luxury travel
specialist
4-43

Promotions Opportunity Analysis: Course Faculty - AYESHA PERVAIZ

Enviado por

Dados do documento

Descrição original:

Título original

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Promotions Opportunity Analysis: Course Faculty - AYESHA PERVAIZ

Enviado por

Direitos autorais:

Formatos disponíveis

Promotions

A promotions opportunity analysis is

Course faculty -AYESHA PERVAIZ

Course faculty -AYESHA PERVAIZ

C.A.R.E.S.S How to get and

Customer life time value LTV

Course faculty -AYESHA PERVAIZ

With NEW PROMOTIONAL

Course faculty -AYESHA PERVAIZ

Promotion opportunity Analysis

Course faculty -AYESHA PERVAIZ

Course faculty -AYESHA PERVAIZ

New Brite promotion at Safa

Course faculty -AYESHA PERVAIZ