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    The process of identifying target audience(s) for the offering. The key issue is to "cut your coat according to your size" the objectives are the key reminders / building blocks of what the firm is hoping to achieve with its marketing communications efforts.

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    The process of identifying target audience(s) for the offering. The key issue is to "cut your coat according to your size" the objectives are the key reminders / building blocks of what the firm is hoping to achieve with its marketing communications efforts.

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    80 views8 pages

    Promotions Opportunity Analysis

    Uploaded by

    meetrohitgoel
    The process of identifying target audience(s) for the offering. The key issue is to "cut your coat according to your size" the objectives are the key reminders / building blocks of what the firm is hoping to achieve with its marketing communications efforts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 8

    Promotions Opportunity

    Analysis I

    Introduction and Discussion – A


    Generic Approach

    Charles Blankson, Ph.D. UNT,


    Department of Marketing & Logistics
    A Promotions Opportunity
    Analysis - definition
    ♦ This is the process of identifying target
    audience(s) for the offering. This must be
    embarked upon for both internal or global
    markets.
    ♦ To be successful in the promotions opportunity
    analysis, the marketer must ensure that the
    appropriate decisions about resources (firm’s
    environmental assessment) and target
    audience’s needs/wants/aspirations are well
    understood/appreciated.
    Charles Blankson, Ph.D. UNT,
    Department of Marketing & Logistics
    Two key objectives for promotions
    opportunity analysis
    ♦Determine which promotional
    opportunities exist for the firm,
    and
    ♦Identify the characteristics of
    each target audience (that is
    commensurate/appropriate with firm
    aim/objective(s)).
    ♦ The key issue is to “cut your coat according to your size”.

    Charles Blankson, Ph.D. UNT,


    Department of Marketing & Logistics
    Five steps in developing a promotions
    opportunity analysis
    ♦ 1. First step: Conduct a communication
    market analysis.
    ♦ This is the process of identifying the firm’s SWOT (relating to
    marketing communication).
    ♦ There are five components in the communication market analysis:
    ♦ (a) competitive analysis
    ♦ (b) opportunity analysis
    ♦ (c) target audience/market analysis
    ♦ (d) positioning analysis.

    Charles Blankson, Ph.D. UNT,


    Department of Marketing & Logistics
    Second step: Establish marketing
    communications objectives
    ♦ The objectives are the key reminders/building blocks of
    what the firm is hoping to achieve with its marketing
    communications efforts. They may include the
    following:
    ♦ (a) to develop brand awareness
    ♦ (b) to increase demand/sales for offering
    ♦ (c) to change customer attitudes/perceptions about the
    offering/firm
    ♦ (d) to encourage repeat purchase
    ♦ (e) to enhance/improve firm/offering image
    ♦ (f) to become highly competitive (“beat”/cope with
    competition).
    Charles Blankson, Ph.D. UNT,
    Department of Marketing & Logistics
    Third step: Establish a
    communications budget
    ♦ The percentage of sales method
    ♦ The meet-the-competition method
    ♦ The “what we can afford” method
    ♦ The objective and task method.

    Charles Blankson, Ph.D. UNT,


    Department of Marketing & Logistics
    Fourth step: Prepare promotional
    strategies
    ♦ The strategies are the long term directions to be
    undertaken/pursued by the firm (with regards to
    marketing activities). Example, to employ “services”,
    “price/quality”, “country-of-origin”, the “brand name”
    to achieve “our objectives”.
    ♦ Fifth step: Match your tactics with your strategies
    ♦ Tactics are considered to be short term in nature (i.e., day-to-day
    activities) geared toward supporting/matching the strategies
    outlined already. These may include issues about specific themes to
    be incorporated into an ad/promotion, personal selling
    inducements, special sales promotions – posters, point-of-purchase
    displays etc.
    ♦ Items in tactical methods may include: coupons, gift certificates,
    purchase bonuses, special gifts, rebates, discounts – “buy one get
    one free” etc. etc.
    Charles Blankson, Ph.D. UNT,
    Department of Marketing & Logistics
    STP Marketing
    ♦ According to Kotler (2002), STP marketing
    is the basis/foundation of modern marketing
    management.
    ♦ S: segmentation
    ♦ T: targeting
    ♦ P: positioning
    ♦ The three are inextricably linked together.

    Charles Blankson, Ph.D. UNT,


    Department of Marketing & Logistics

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