1. Promotions Opportunity Analysis X50.9212 Integrated Marketing – Week 3

2. Agenda Components of Promotional Analysis Competitive Analysis Major Consumer Market Segments Major B2B Market Segments International Implications

3. Promotional Analysis Identifying target markets and designing a communication plan to reach those markets

4. Components of A Promo Analysis Communications Market Analysis, aka SWOT Analysis Competition Opportunities Target Markets Customers Product Positioning

5. Components of A Promo Analysis Establish Marketing Communications Objectives e.g. brand awareness, increase sales, increase market share, enhance company image… Important to investigate BENCHMARKS

6. Components of A Promo Analysis Establish Marketing Communications Budget % of sales (previous or upcoming year) Meet the competition (reduce loss of market share) “What can we afford” (limited budgets) Objective and task (based on each objective individually) Payout planning (ratio ad spend : sales) Quantitative models (computer simulations)

7. Components of A Promo Analysis Preparing Promotional Strategies Top line guidance for overall campaigns; long term impact on marketing efforts Strategies impact marketing TACTICS

8. Market Segmentation Identifying specific groups based on their purchasing needs, attitudes and interests – each segment has distinct characteristics Segments must be Homogenous! Distinct from the whole! Financially viable! Reachable by communications!

9. Consumer Market Segmentation Common ways to segment markets: Demographics Psychographics Generations Geographic Benefits Usage Geodemographic modeling systems (e.g. PRIZM, Mosaic) Customer value Shopping behaviors

10. Claritas PRIZM and Experian Mosaic

11. Market Segmentation MLB FANS NFL FANS SUBSCRIBERS STERN FANS

12. B2B Market Segmentation Common ways to segment markets: Industry Size of business Geographic Product usage Customer value

13. Promotions Opportunity Analysis X50.9212 Integrated Marketing – Week 3