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Adv 435 ch 3 market analysis
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- 2. Market = GeographicTargetMarket= Population Segment andGeographic Area
- 3. Focus on Geo.Targets- Media Allocation- Creative Thrusts
- 4. Research Tools NielsenSimmons BPI SRDS BDI CDI2/14/114
- 5. Research Tools NielsenSCANTRACK = info for food, grocery and general merchandise. Nielsen PROCISION = info for health and beauty aids2/14/115
- 6. Research Tools Simmons MarketResearch Bureau (SMRB) = info on 800 brands by usage and geography. Mediamark Research, Inc. (MRI) =Competing company with similar data2/14/116
- 7. Research ToolsBPI =Buying Power IndexFrom Sales & Marketing Management’sSurvey of Buying PowerHelps predict sales potentialPopulationDisposable IncomeRetail Sales2/14/117
- 8. Research Tools Standard Rateand Data Service (SRDS)Media ratesMarket DataPopulationHouseholdsDisposable IncomeUSA/Regions/States2/14/118
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- 10. Research ToolsBrand DevelopmentIndex =% Brand’s US Sales in Market x 100 % US Population in Market2/14/1110
- 11. Research ToolsCategory DevelopmentIndex =% Category US Sales in Mkt x 100 % US Population in Market2/14/1111
- 12. Research ToolsBDIgreater than100CDIgreater than 100 Suggest receptive markets2/14/1112
- 13. Research Tools Philly accountsfor 1.25% brand’s sales and 1% USA population.BDI = 1.25 x 100 1.00Index = 1252/14/1113
- 14. Research Tools NY accountsfor 3.00% brand sales and 4% USA populationBDI = 3.00 x 100 4.00Index =752/14/1114
- 15. Research ToolsWhy wouldindex be low?DistributionLocal Promo SupportRight Target2/14/1115
- 16. Research ToolsHigher BDIthan CDI is good if both are 100+Means brand is strong2/14/1116
- 17. Research ToolsLower BDIthan CDIMeans competition is stronger2/14/1117
- 18. ImplicationsHigh BDI &High CDI =Increase Media Spending to Protect Share of Market2/14/1118
- 19. ImplicationsHigh BDI &Low CDI =Maintain Media Budget(Unless CompetitionIncreases SOV/Media Weight)2/14/1119
- 20. ImplicationsLow BDI &High CDI =Investment SpendingtoCapitalize on Opportunity DMA’sAdded weightPromos/Distribution2/14/1120
- 21. ImplicationsLow BDI &Low CDI =Limited Media Support due to ROI2/14/1121
- 22. Research ToolsDemographics &PsychographicsChoice III (Simmons/MRI)PRIZM (Claritas, Inc)ACORN (Caci Systems, Inc)Lifestyle Market AnalystSourcebook of Zip Code Demographics2/14/1122
- 23. Product/Brand Analysis The MoreMATURE a brand is…The More Strategic Focus shifts fromPhysical Qualities to IntangiblesFrom “contains x, y or z” to “ a name you can trust!”2/14/1123
- 24. Product/Brand Analysis Customers PerceptionIS Reality The Essence of the BrandEx: Cadillac = Prestigious, Classy, $$ but…it’s what old folks driveOvercome that with younger actors, celebs, active lifestyle…Build or rebuild the brand2/14/1124
- 25. Product/Brand AnalysisBrand Loyaltyis GoalProcess = Awareness – Advertising MediaAcceptance – Attributes (Copy)Preference - FunctionsInsistence - Benefits - Personality2/14/1125
- 26. A Brand PersonalityFrameworkSincerityDown-to-earthFamily-orientedHonestSincereWholesomeCheerfulExcitementDaringTrendyExcitingImaginativeUniqueUp-to-dateCompetenceReliableHard-workingIntelligentSuccessfulConfidentSophisticationUpper-classGlamorousCharmingFeminineSmoothRuggednessOutdoorsyMasculineWesternToughRugged
- 27. Brand PersonalityCategories arenot absolute:Take ten other brands and create a word that fits their personality or place them into: Sincerity - Sophistication Excitement - Ruggedness Competence2/14/1127
- 28. Competitive AnalysisStart withthe other 3 P’s PriceHigher/LowerWhy? IngredientsMarketPromoElasticity2/14/1128
- 29. Competitive Analysis PlaceDistributionGreater thanor less thanTypes of OutletsPlacement of RetailQuality of channelsWholesalersJobbers/agentsretailers2/14/1129
- 30. Competitive Analysis PromotionAd BudgetMass Media (CMR – Competitive Media Report or LNA – Leading National Advertisers)PRSocialDigitalMessage – ToneSales PromoCoupons/Incentives/Discounts/POP2/14/1130
- 31. Competitive AnalysisProduct ComparisonsPerceptualMapping - ImageWhere brand is in Consumers MindFour QuadrantsHigh/LowPhysical/Functional/PsychologicalLimited to two dimensionsPurely Judgmental but….Perception IS Reality! 2/14/1131