Situation Analysis

1

Agenda

Market Research

2

Target Market

3

Strategic Positioning

4

Marketing Plan

5

Budget & Forecast

6

Situation Analysis

1

Situation Analysis

1 Environmental Analysis

Situation Analysis

1 Environmental Analysis

Situation Analysis

1 Environmental Analysis

Situation Analysis

1 Environmental Analysis

Situation Analysis

1 Competitive Analysis

Situation Analysis

1 SWOT Matrix

Market Research

2 Primary Research

Market Research: Qualitative

2 In-depth Interviews

Market Research: Qualitative

2 Focus Groups

Market Research: Qualitative

2 Qualitative Findings

Market Research: Qualitative

2 Qualitative Findings

Market Research: Qualitative

2 Taste Tests

Online SurveyMarket Research: Quantitative

2

Online SurveyMarket Research: Quantitative

2

Key Strategic FindingsMarket Research2

Target Market3 Market Segments

Target Market3 Market Segments

Target Market3

Target Market3

Target Market3

Target Market3 Objectives

Positioning StatementStrategic Positioning

4

New CampaignMarketing Plan

5

New DesignMarketing Plan

5

Channel Strategy OverviewMarketing Plan

5

Target Market KeyMarketing Plan

5

Field Marketing IMC Plan5 Marketing Plan

Points of Interruption5 Marketing Plan

Points of Interruption5 Marketing Plan

Sampling5 Marketing Plan

Store and Sales Incentives5 Marketing Plan

Media Planning 5 Marketing Plan

Media Planning5 Marketing Plan

Media Planning5 Marketing Plan

Pandora Mock-UpMarketing Plan

5

Seasonal5 Marketing Plan

Seasonal5 Marketing Plan

Give 5. Take 5.5 Marketing Plan

Sweepstakes5 Marketing Plan

Contest5 Marketing Plan

Social Media5 Marketing Plan

Social Media & Website5 Marketing Plan

Don’t Settle for 1.

2014-2015 Timeline5 Marketing Plan

Future Recommendations5 Marketing Plan

BudgetBudget & Forecast

6

Metrics: Key Performance Indicators6 Budget & Forecast

Forecasting6 Budget & Forecast

Conclusion6 Budget & Forecast

FORECAST BREAKDOWN

Ad Expenditure• Based on ad

expenditure of Rolo• When it became

activated brand• Sales increase of 48%

over 3 years

Primary Research• Based on research

segments and Take 5 consumption habits.

• Chain Ration Method:– Target Market Segment– % that have tired Take 5– Conversion rate of likely to

repurchase (50%)– Purchased multiple times

within target segment– Average amount consumed

• Added between all segments with an incremental increase based on Target Market Objective