PROMOTIONS
OPPORTUNITY ANALYSIS
Ch. 5 with Duane Weaver
OUTLINE
• Building the IMC Plan
• Situational Analysis
– Promotions Opportunity Analysis
– Communication Market Analysis
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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
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Promotions Opportunity Analysis
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Identify target audiences for your goods and services
Communication Market Analysis
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Competitive Analysis & Opportunity Analysis
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Target Market Analysis
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SWOT anyone
Characteristics
Personification
Customer Analysis
1. Current customers
2. Competitions customers
3. Potential new market customers
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Positioning Analysis
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Our products
Other products (ours/competitors)
Other disposable income choices
Establish Marketing
Communications Objectives
• Overall Goal of IMC plan
• Measurable
– % Δ penetration/share, % or $ Δ in sales, Δ in positioning, Δ
stock value, Δ customer attitudes, ROI, ROA, ….etc.
• “The intended Message”
– What will they say after vs. what they say now
• Benchmarking
Establish a Communications
Budget
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Goal
Threshold effects
Carryover effects
Wear out effects
Decay effects
Random effects
Types
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% sales (easy…but may be inverse of what is needed then)
Match Competitor (keep up with Jones)
Arbitrary allocation (dart board anyone…pass the martini)
$ in the pockets (no more pennies)
Objective & task (cumulate costs of tasks)
Payout planning (more at intro…less 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 done…gets done!
Matching Segmentation Tactics
with Strategy
• Segmentation:
– Traditional
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Demographic
Psychographic
Geographic
Socio-graphic
Cultural
Generational
Benefit
Usage
Customer Value
Industry
Process (decision…)
– Your Way
• What makes sense? Is it measureable?
THANK YOU!