Opportunity analysis

Successful marketing efforts occur because

someone identified an opportunity to make a
quality contact with a customer
A successful IMC program identifies the places
to make those contacts and presents
customers with a well-defined message
spoken in a clear voice

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Opportunity analysis
One primary task in creating an effective marketing
plan is examining promotional opportunities.
This is the process to identify target audiences for a
companys goods and services and the
communication strategies needed to reach these
audiences
These special features are especially pronounced in
global markets; therefore, communication to each
group requires distinct and somewhat customized
approaches
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Opportunity analysis
A promotions opportunity analysis must
accomplish 2 objectives:
Determine which promotional opportunities exist for
the company, and
Identify the characteristics of each target audience so
that suitable advertising and marketing
communications messages can reach them.

The more a marketeer knows about an audience,

the greater the chance a message will be heard,
understood and result in the desired outcome
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HOW TO REACH THESE OBJECTIVES?

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Conduct a communication market analysis

Establish communication objectives
Create communications budget
Prepare promotional strategies
Match tactics with strategies

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Conduct a communication market analysis

Establish communication objectives
Create communications budget
Prepare promotional strategies
Match tactics with strategies

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Communication market analysis

Process of
discovering the organizations strengths and weaknesses in
the area of marketing communication and
combining that information with an analysis of the
opportunities and threats present in the firms external
environment

They examine

Competitors
Opportunities
Target markets
Customers
Product positioning
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 Competitors
Opportunities
Target markets
Customers
Product positioning

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Competitors
Discover who the competition is and what they
are doing in the areas of advertising and
communication
Every competitor is identified and data regarding
statements competitors make about themselves
are gathered. These statements are found in
advertisements, promotional materials, annual
reports, prospectus, websites
The next step is to study what other people say
about the competitors
It is also helpful to visit competing stores
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 Competitors
Opportunities
Target markets
Customers
Product positioning

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Opportunities
Now, it is time to look for new marketing
communication opportunities
Examples of questions:
Are there customers that the competition is ignoring or
not serving?
Which markets are heavily saturated and have intense
competition?
Are the benefits of our goods and services being clearly
articulated to the various customer market segments?
Are there opportunities to build relationships with
customers using a slightly different marketing approach?
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Market analysis

Variables PESTE analysis:

Political

S
Social

Economic

E
Enviroment

Technology

POLITICAL
Political factors are basically to what degree
the government intervenes in the economy.
Specifically, political factors include areas such
as tax policy, labor law, environmental
law, trade restrictions, tariffs, and political
stability. Political factors may also include
goods and services which the government
wants to provide or be provided
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ECONOMICS
Economic factors include economic
growth, interest rates, exchange rates and
the inflation rate. These factors have major
impacts on how businesses operate and make
decisions.

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SOCIAL
Social factors include the cultural aspects and
include health consciousness, population
growth rate, age distribution, career attitudes
and emphasis on safety. Trends in social
factors affect the demand for a company's
products and how that company operates.

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TECHNOLOGY
Technological factors include technological
aspects such as R&D activity, automation,
technology incentives and the rate
of technological change. They can
determine barriers to entry, minimum efficient
production level and
influence outsourcing decisions. Furthermore,
technological shifts can affect costs, quality, and
lead to innovation.
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ENVIROMENTAL
Environmental factors include ecological and
environmental aspects such as weather, climate,
and climate change, which may especially affect
industries such as tourism, farming, and
insurance. Furthermore, growing awareness of
the potential impacts of climate change is
affecting how companies operate and the
products they offer, both creating new markets
and diminishing or destroying existing ones.
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SWOT ANALYSIS

Positivo

Internal
ajustar

PESTE
Competitor

converter

W
weaknesses

strengths

Competitor

External

Negativo

Reinforce

What the
company can do

Minimize
SWOT analysis confronta

opportunities
Maximize

converter

T
threats
minimize

what should be
done

 Competitors
Opportunities
Target markets
Customers
Product positioning

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Target markets
Here we examine various target markets.
This analysis requires the marketing
department to recognize the needs of various
consumer and business groups.
It is also necessary to decipher the needs and
wants of individual groups. The goal is to
divide the overall market into smaller market
segments.
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 Competitors
Opportunities
Target markets
Customers
Product positioning

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Customers
Conduct an in-depth analysis of customers.
Customers that should be studied:
Current customers
The competitions customers
Potential new customers

The point is to understand how people in each

group think, why they buy, when they buy,
where they buy and how they evaluate
products after purchases
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 Competitors
Opportunities
Target markets
Customers
Product positioning

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Product positioning
Examine the position a firm holds relative to
the competition
Product positioning is the perception in the
consumers mind regarding the nature of a
company and its products relative to the
competition

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Conduct a communication market analysis

Establish communication objectives
Create communications budget
Prepare promotional strategies
Match tactics with strategies

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Establish marketing communications

objectives
The communication market analysis lays the
foundation for the development of
communication objectives
The objectives guide account executives and
advertising creatives in designing messages
Ex of objectives:

Develop brand awareness

Increase category demand
Change customer beliefs or attitudes
Enhance purchase actions
Encourage repeat purchases
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Build customer traffic

Enhance firm image
Increase market share
Increase sales
Reinforce purchase decisions
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 Communication objectives are derived from

marketing objectives. These can address:
Sales volume
Market share
Profits
Return on investment

Good objectives: clear, measurable, period of

time
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Conduct a communication market analysis

Establish communication objectives
Create communications budget
Prepare promotional strategies
Match tactics with strategies

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Budget
Budgets are based on communication
objectives as well as marketing objectives
Objectives also depend on the stage in the
buying process
Ex: prior to making a purchase a consumer goes
through stages of awareness, knowledge, liking,
preference and conviction.

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Types of budgets
The percentage of sales method
The budget is derived from
Sales from the previous year
Anticipated sales for the next year

Inconvenient
When sales go up, so does the communication budget.
When sales decline, the communication budget also
declines. And it should be the reverse

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Types of budgets
The meet-the-competition method
The objective is to prevent the loss of market
share.
It is used in highly competitive markets where
rivalries between competitors are intense.
Matching the competitions spending does not
guarantee success. Market share can still be lost

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Types of budgets
The What we can afford method
The budget is set after all of the companys other
budgets have been determined
Money is allocated based on what the company
leaders feel they can afford

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Types of budgets
The objective and task method
Management lists all of the communication
objectives to pursue during the year and then
calculates the cost of accomplishingach objective.
The communication budget is the cumulative sum
of the estimated costs for all objectives.

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Types of budgets
Payout planning
It establishes a ratio of advertising to sales or
market share.
This method allocates greater amounts in early
years to yeld payouts in later years. By allocating
larger amounts at the beginning of a new product
introduction, brand awareness and brand equity
are built. Then, as the brand is accepted and sales
build, a lower % of advertising euros is needed to
maintain a target growth
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Budgeting expenditures
A budget is finalized when the company
specifies how funds will be spent on each of
the major communications tools

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Conduct a communication market analysis

Establish communication objectives
Create communications budget
Prepare promotional strategies
Match tactics with strategies

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Prepare promotional strategies

These are guidelines concerning the essence
of the companys marketing efforts. Strategies
provide the long-term direction for all
marketing activities

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Conduct a communication market analysis

Establish communication objectives
Create communications budget
Prepare promotional strategies
Match tactics with strategies

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Matching tactics with strategies

Tactics are activities performed to support
strategies. Tactics include promotional campaigns
designed around themes based on strategic
objectives.
Tactics do not replace strategies nor should
distract consumers from the consistent message
or theme the company is trying to create
Tactics add excitment or interest to what the
company is ordinarily doing
Ex: holiday promotions, anniversary sales, etc
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Matching tactics with strategies

Methods used in tactical campaigns include:
Advertisements based on the major theme or a
subtheme
Personal selling enticements (bonuses and prizes
for sales representatives)
Sales promotions (posters, point-of-purchase
displays, etc.)
Special product packaging and labeling
Price changes
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Matching tactics with strategies

Other items that can be included in the
tactical efforts:
Coupons
Gift certificates
Bonus packs
Special containers
Contest and prizes
Rebates
Volume discounts
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Market segmentation
This is the process of identifying specific purchasing groups
based on their needs, attitudes and interests
A market segment is a set of businesses or group of
individual consumers with distinct characteristics
Advantages
Identifying company strengths and weaknesses
Locating market opportunities
Matching the companys strengths with the most lucrative sets
of customers
Focusing budget expenditures on specific consumer or business
segments

Market segments are grouped into 2 broad categories: 1)

consumer markets, 2) B2B markets
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Market segmentation by consumer

groups
The consumer market segmentation approaches
are:
Demographics (gender, age, income, ethnic group)
Psychographics (innovators, thinkers, achievers, experiencers, believers,
strivers, makers, survivors)

Generations
Geographic
Geodemographics (combines demographic, geographic and
psychographic information)

Benefits

(advantages consumers receive from a product rather than the

characteristics of consumers themselves)

Usage
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B2B segmentation

Segmentation by industry (codes)

Size of business
Geographic Location
Product usage
Customer value

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