Clow04 Basic
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Transcript of Clow04 Basic
Promotions Opportunity
Analysis
Chapter 4
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-1
Chapter Objectives1. What activities are involved in
completing a promotions opportunity analysis?
2. How should a company’s marketing team evaluate the relationship between a company’s 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?
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-2
PetsMart
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-3
Pets are now part of the family.Pets are now part of the family.
• Attitudes have changed.Attitudes have changed.• New animal care New animal care products.products.• New animal care New animal care services.services.• Prices are secondary.Prices are secondary.
Chapter Overview
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-4
Promotions opportunity analysis process
Promotional efforts Consumer market segments B-to-B segmentation programs
Promotions Opportunity Analysis
• Conduct communication market analysis
• Establish objectives• Create a budget• Prepare a promotional strategy• Match tactics with the strategy
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-5
Communication Market AnalysisStep One
• Competitors• Opportunities• Target markets• Customers• Product positioning
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-6
CompetitorsSources of information
• Secondary data• Other people• Primary research
• Major competitors• Communication
strategies of major competitors
Identify
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-7
Opportunities• Ignored customers.• Saturated markets.• Benefits not articulated
clearly.• Marketing approach.• Brand positioning.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-8
Target Markets• Benefits sought.• Methods of reaching markets.• Appeals to each market.• Needs not being met.• Demographic and
psychographic profile of each market.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-9
CustomersThree Types
• Current company customers• Customers of competitors• Potential customers who
have not purchased product.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-10
Product Positioning
• Perception In mind of consumers Relative to competition
• Created by factors such as Product quality Prices Distribution Image Marketing communications
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-11
Positioning Strategies
• Attributes• Competitors• Use or application• Price/Quality• Product user• Product class• Cultural symbol
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-12
Establish Communication ObjectivesStep Two
• Develop brand awareness.• Increase category demand.• Change beliefs or attitudes.• Enhance purchase actions.• Encourage repeat purchases.• Build customer traffic.• Enhance firm image.• Increase market share.• Increase sales.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-13
Factors Impacting Relationship Between Promotions and Sales
• Goal of promotion• Threshold effects• Carryover effects• Wear out effects• Decay effects• Random events
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-14
Create Communications Budget
Step Three• Percentage of sales• Meet-the-competition• What we can afford• Objective and task• Payout planning• Quantitative models
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-15
Marketing Budgets
• Advertising – 41.1%
• Consumer promotions – 27.9%
• Trade promotions – 27.5%
• Other – 3.3%
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-16
Create Communications StrategiesStep Four
• Broad, long-term guidelines.• Link to opportunities and threats.• Fit with overall company
message, image, and themes.
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-17
Match Tactics with StrategiesStep Five
• Tactics support strategies• Examples of tactics
Specific advertisements Personal selling enticements Sales promotions Trade promotions Price of products Package design and labeling
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-18
Market Segmentation
• Group with distinct characteristics.
• Differs from other segments and population.
• Consumer segments• Business segments
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-19
Consumer Segments
• Demographics• Psychographics• Generations• Geographic• Geodemographics• Benefit• Usage
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-20
Geodemographic Segmentation
• Combines Demographic census data Geographic information Psychographic
information• PRIZM
62 market segments
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-21
• NAICS/SIC code• Size of business• Geographic
location• Product usage• Customer value
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-22
B-to-B Segmentation
GIMC
• Borderless marketing plan• Think global – but act local• Local partnerships• Segmentation strategies• Market communication
analysis• Communication objectives
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-23