TO:
FROM:
DATE:
RE:
Kelsey Kilborn, Ashley O’ Donnell, Corina Nelson
Mike Basil
October 22, 2012
4210 Market analysis (Self-tanning bronzer)
The product of a self-tanning bronzing lotion seems reasonable. The notion that your main USP would
be a wider variety of shades is an interesting angle and USP. However, I would really like more hard
data on the competition. Who are they? What shades do they sell? What are the sales data and
trends? Do you have any evidence the people want (or could be sold) a wider range off shades? (Is
there any a parallel in other types of beauty products?) In general this is too much a matter of faith.
Structure of the industry
Where are the sales figures and trends? Who is the market leader? You say there are many different
brand names, but what are they? What is happening with tanning salons versus bronzers? It would be
helpful to have some good data here. If you are entering a market where people are moving away from
tanning salons to artificial tans, that would be an important thing to know.
Direct and indirect competition
This should be more explicit. The indirect competition is…, the direct competitors are… How are their
products different from yours? Are there health risks associated with one or both approaches? What do
doctors have to say? Listing 2 examples of direct competitors is not thorough enough to provide a basis
for a marketing communication strategy.
Target market
Don’t spend time telling people what possible segmentation strategies there are, just tell us which you
are using. Similarly, terms such as “or” suggest you don’t know what your segmentation variables are.
But you need to. Then, explain your target. “Women between 15-25” seems too limited. I really don’t
believe that this is “when women care the most about their appearance”. Do you have any data that 26
or 36 year old women don’t? Further, why do 15-25 year olds want the number of shades? If they are
price sensitive, then perhaps this should be a premium product, aimed at people who want the range of
shades. Who wants a larger range of shades, and is willing to pay for them (again, you might look at
other beauty products). In general it is the premium market that will pay more for features, and this
generally isn’t the 15-25 year olds. Even if some are interested, the target could be the people who want
a wider range of shades. Start with why they might want them and who that would be. Hint: they are
not just buying skin bronzer; they are buying a tan, increased attractiveness, self-confidence, etc…
Mark: 40/50
TO:
FROM:
DATE:
RE:
Eric Choi, Andrew Kruschell & Tayor Perkins
Mike Basil
October 22, 2012
4210 Market analysis (Tea men’s skincare)
I think that men’s skincare products have good potential. However, I would really like more hard data
on sales and the competition. Who are the purchasers in Korea and Japan? There is no reason to “fly
blind” here as you say there is already a large market elsewhere. What are the sales data and trends?
In general this is too much a matter of faith. There is too much redundancy and not enough content.
Consumer need. To me this seems like a lot of “hand waving.” Why do men buy beauty products? Hint:
It is not because of the active ingredients. You touch on it when you say “beauty is power.” But what
does that mean? What kind of power? Who does it work on? Why do they want it? If you understand
the possible motivations and triggers you will have a better starting point for who to appeal to and how.
Are there any parallel products that are selling those benefits and how are they doing?
SWOT. Your strength is your age target? Nonsense. This belongs in the target market section. The
strength is what you are selling – power, maybe self-confidence. Who wants that? (A lot of people,
including men). Your creative strategy does not come yet. What do you have going for you with the
product? You are telling me things but not the why. WHY is the market tough? What is hard about
being a startup? I think you cover these later in the paragraph, but the structure does not make the
connection between things being hard and what is hard. Of course, I like building on the Asian
population, but if there is some strategy here you need to explain what that is and what could come
from it. What would you do next? I think there could be some sequencing here? (There isn’t, but I think
here should be). I think these targeting issues belong in the next section. On the issue of competition
you say there are no major players, but then name 2 women’s companies that are selling men’s skin
care products. So there is or there isn’t competition. Hint: Look online, and visit some local stores.
Listing 2 possible players in the market is not thorough enough to provide a basis for a marketing
communication strategy.
Target market. The first two paragraphs wander. Get to the point. How are you segmenting potential
customers, and who are you targeting? How will you “cater slightly more to the Asian population…?
Will this be by targeting Asian businessmen between 25-50 or by targeting cities with a larger Asian
population like you mention in the previous section? It is important that what you said in the last section
fits with what you say in this section. The concept of early innovators is interesting, but new. How do
you identify early innovators? Is there anything you will do with them? These questions are important
because they can change not only the target audience, but the messages and media you will use to
reach them.
Positioning. Again, get to the point. No “While positioning has to do with…” Your positioning statement
is a good approach, thought I have trouble with “They can use it to curb their urge for picture
perfection.” Isn’t that what makeup is about, trying to look better? Also, what does “effective” mean? I
think the notion that it fits the needs of a hectic lifestyle is right for men, in that it suggests it is fast. But
IS it? Did the article from Korea say that the men were spending a good deal of time applying makeup?
If it really does take time, don’t promise customers it doesn’t because after the first purchase they will
realize that you are lying to them and not repurchase.
Mark: 33/50
TO:
Colin Pischke & Michal Thira
FROM: Mike Basil
DATE: October 22, 2012
RE:
4210 Market analysis (The Morning After)
Overall I think the product or service has potential. I wonder why you have deviated so far from the
Hangover Heaven model. Instead of medical treatment in the form of IV (hydration), vitamins, and
oxygen, you are delivering fluids in the form of water, fast food, and medicine. This may make sense
given the lower price, but you should explain it. Is there any evidence that water, fast food, and Tylenol
are effective? If it’s not effective, you won’t have returning customers or any positive word-of-mouth.
I wonder why you have chosen such a customized high-cost operation when you have already focused
on students with low income. I think the Las Vegas model of expensive service caters to people who can
pay, so why not scale yours back to something that the lower price can support? That is, it’s nice to tell
people you will be selling Mercedes Benz cars, but you really can’t do that.
SWOT
The SWOT really focuses on food delivery. So this reads like an analysis of a food delivery service. As a
result, you are missing the big picture associated with your service.
Segmentation and Target Market
Segmentation is not the same as targeting. Don’t confuse them. Overall there are a whole bunch of
points in this section, many of which are not relevant to the service, some of which could be and a few
that are actually tied to the targeting scheme. Overall this reads like a first draft that needs to be
revised to explain the relevance.
Mark: 35/50
TO:
FROM:
DATE:
RE:
Taylor Elderton
Mike Basil
October 22, 2012
4210 Market analysis (web show)
After a couple of wasted paragraphs you get to the product of an online web series. Then the next
paragraph says it is a scripted comedy series. I think that is reasonable. But now put that in the first
sentence and get to the analysis.
I think that a web program has potential. If this were a business plan it would really need to cover
sources of revenue. Luckily, this is not a business plan, and so I don’t care about that. But because this
is a Marketing plan, I care about what the product is, how it is different from existing products, why
people would use it and what the market potential is. This needs to be thorough enough to provide a
basis for a marketing communication strategy. This is mostly missing.
Product background
The first big questions are “Why would people want to watch?” or “What does the show do for them?”
Start here. Next, on the last page under “Threats” there is some discussion of competition. Bring this
up front and consider this as a background to web shows. Consider this direct competition. Consider
indirect competition. What are the competitors and what do people get out of watching them? How
are you different? What are the data and trends on media use? To me this seems like a lot of “hand
waving.” If you understand the possible needs and motivations people have for watching entertainment
you will have a better starting point for who to appeal to and how. Are there any parallel programs that
are selling those benefits and how are they doing? I would start with content because, as they say
“Content is king” and THEN start talking about the distribution channel (Internet). Overall this is too
much a matter of faith.
SWOT analysis
In the SWOT you are talking about strengths and weaknesses without even considering what the
competition is. How is that possible? It’s not. Reorder and rethink here.
Target market
Internet users. OK, that’s a start. “People who enjoy the type of humour our show provides.” OK, but
what IS that type of humor – slapstick, situation comedy, spoofs? Thinking about all people who would
want to watch the show is good, too often students try to pigeonhole a specific age group such as 16-35
without explaining them or why, instead of marketing to all potential users (primary and secondary).
But you either need to start with a good description of the product OR customers. You can’t just leave it
as “people who enjoy the kind of show we will eventually produce.” Nobody will want to sponsor that
or know how to promote it. The first paragraphs wander. Get to the point. How are you segmenting,
and who are you targeting?
Mark: 34/50
TO:
FROM:
DATE:
RE:
Jocelyn Symborski and Rayelle Doolaedge
Mike Basil
October 22, 2012
4210 Market analysis (Pocket deals)
I think that an app that distributes coupon deals has potential. If this were a business plan it would need
to cover sources of revenue. Luckily, this is not a business plan, and so I don’t care about that. But
because this is a Marketing plan, I care about what the product IS, how it is different from existing
products, why people would use it and what the market potential is. This is mostly missing. This needs
to be thorough enough to provide a basis for a marketing communication strategy.
First off, are you trying to promote the application or coupons? I realize they are related, that you will
use the app to distribute coupons, but you have to think about your focus and the ultimate customer. I
think you are confused here because you sometimes you focus on the manager distributing coupons and
at other times think about the user of application. For this Marketing Communication Plan I think you
would be better served to think of the end user. First, what are the benefits of the coupons? Second,
what are the benefits of this app as a source of coupons? Keep your mind around the person who will
redeem the coupon as the customer and target.
Secondary research. You start with some data that is good (1890, ¾, 2.3/5, 1/5, and $3.5 billion). But
what does this mean? There is a list of competitors. But why is this important? It would be helpful to
think about these as direct or indirect competitors. How are online coupons different (not that they are
distributed electronically, but why that would matter to a coupon user)?
Structure. Again, there is some good data to start, like 26,000 Lethbridge residents with a smartphone.
But SO? (That means you have a POTENTIAL customer base of that. But what % could you reasonably
expect to reach? Hint: it’s not 100%).
Porters Five Forces. This seems to be about the advertisers and not end users. I think it would be much
better to think about the advantages or disadvantages of your smartphone coupons to customers.
What are they? You raise them in the SWOT analysis in another page. I think that’s better. So why this?
Industry trends. 26,000 with smart phones. You said this. So? Is that large, small, static, growing?
What’s good about this (besides as a possible market). Why not analyze the competition here? What is
Groupon doing? What does this mean for you? And who do I care that 81.7% of Lethbridge residents
have been here for 5 years? Does this relate to your product or service? How?
Target market. There are a whole bunch of lists here. Are you segmenting by all of these factors? Why?
Ultimately you target students 16-25 and women 25-40. Why? Why have those long lists of [possible]
segmentation variables if you end up not using them?
I like the positioning diagrams at the end. But (1) where is the competition and (2) what does this mean
(why do we care)?
Mark: 37/50
TO:
ROM:
DATE:
RE:
Marc LeBlanc
Mike Basil
October 22, 2012
4210 Market analysis (U of L Rotaract Club)
Need and Product
Interesting start on the “need to feel connected.” I think the case could be made a bit more compelling
though. I think there must be data on growth in social responsibility that would support some of the
products and causes you mention. The product is good, for a variety of reasons, and some evidence for
that is that more than half of the money was raised last year. I wonder how, though. What do people
get out of joining or donating?
Industry
This whole section is a bit sketchy and brief. I like the breakdown of direct and indirect. Explain the
basis of this breakdown though-- on versus off-campus? Trends seem almost useless, why do we care?
Why not talk about the specific topic of microfinance instead? I know there are better data on
donations, and, given your focus on the university, why not look into that? You mention in the last
section that Rotaract is related to Rotary. But how are the two entities separated (segmented)? Also
there needs to be some explanation of Rotaract Clubs, what they do, and how this solves apathy (or is
this an attempt to involve people and reduce apathy, separation, anomie, and the “bowling alone”
syndrome?
Target market
Are you REALLY segmenting and targeting that way? Or is this just trying to understand the UofL
student? Better, who are the Rotaract members, and who are this university’s existing and potential
Rotaract members? Are these your target audience? Is this really a behavioral segmentation of those
who are members and targeting likely members? If so, think about the benefits that you are offering for
being a member, donating, or volunteering and offer those earlier (in the needs section). Are donors the
same as members, or are these different segments?
Mark: 36/50
TO:
FROM:
DATE:
RE:
Brooke Binning
Mike Basil
October 22, 2012
4210 Market analysis (U of L Rotaract Club)
When the assignment says it will take 7-10 pages to thoroughly cover the topic, it will. Then the focus of
the SWOT is not on Marketing issues, but business issues. As a result what you have here is a sketchy
start to a Marketing Plan. The business may ultimately be successful, but as an analysis of marketing
issues that the product faces, and then to set the stage for how to communicate about this product to
existing and potential customers, we have almost no basis for a marketing communication strategy.
Need and Product
The issue here is what is frozen yogurt? Is it a product that people are already aware of and growing by
leaps and bounds, or is it passé and on the way down? Some research on the Internet would provide
answers to these questions. Do people buy frozen yogurt as a treat and feel guilty, or do they buy it as a
treat and rationalize that it is a healthy product? What do people see as the benefits of the product? If
they want information that would lead to particular types of messages and media, and if they already
know about the product but feel guilty, that would lead to other types of messages.
SWOT
This majority of this section is not about marketing issues, but business ones. Issues related to seating,
startup cost, product costs, operating costs, franchise support, volumes needed to support the
enterprise and supply are important business issues, but not marketing ones, and not topics for an
analysis of the marketing situation. The captive audience, health, and competitive situation are
potential marketing issues but really need to be expanded. What does that mean?
Target market
In a marketing plan we start with an analysis of who are the potential customers for a product, what are
they looking for, and THEN how can we reach them. You started with a location. Even then there is
some disagreement between whether you are reaching Movie Mill patrons or a store-front yogurt shop.
It is possible to do both. Look at the pizza place there (Little Cesar’s?). Some folks are going to the
Movie Mill, some are not. But what they are providing is food. Before they opened that location they
probably had a marketing plan that talked about the number of customers going into the Movie Mill,
looked at the food options offered there, looked at how far other pizza places, and what was happening
with pizza sales. They not only considered direct competition (pizza) but indirect (hamburgers, popcorn,
candy). They not only considered availability, but price. What are potential customers looking for, and
how can they provide it?
Mark: 29/50