Greeting Cards

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Greeting Cards
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• Concerning your last greeting card purchase
• What brand of greeting cards did you purchase?
• How many cards did you purchase?
• Where did you purchase the card?
• For what occasion do you make the purchase?
• General questions concerning greeting cards
• How many cards do you purchase per year?
• Name five brands of greeting cards.
• Do you use virtual cards?
• Can you recall any advertisements for greeting
  cards?

Discussion Slide
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The Marketing Plan

• Promotion Opportunity Analysis
• Five Steps
• Conduct a communications marketing analysis.
• Establish objectives.
• Create a budget.
• Prepare a promotional strategy.
• Match tactics with strategy.

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Promotions Opportunity AnalysisStep 1Conduct a
Communication Market Analysis

• Competitive analysis
• Opportunity analysis
• Target market analysis
• Customer analysis
• Positioning analysis

4
Competitive Analysis

• Identifies major competitors.
• Identifies communication strategies and tactics
  of each competitor.

Sources of information

• Secondary data
• Other people
• Primary research

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Opportunity Analysis

• Are there customers that the competition is
  ignoring?
• Which markets are heavily saturated?
• Are the benefits of our products being clearly
  articulated?
• Are there opportunities to build relationships
  using a slightly different marketing approach?
• Are there opportunities that are not being
  pursued?

6
Target Market Analysis

• What benefits does each target market want from
  the product?
• How can each target market be reached?
• What appeal works best for each target market?
• What needs of the target market are not being met
  by a competing firm?
• What is the demographic and psychographic makeup
  of each target market?

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Customer Analysis
Three Types of Customers

• Current company customers.
• The competitors customers.
• Potential customers who currently do not purchase
  the product but may become interested.

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Position Analysis

• Is the perception created in the consumers mind
  regarding the nature of the company and its
  products relative to the competition.
• Positioning is created by factors such as product
  quality, prices, distribution, image and
  marketing communications.

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Promotions Opportunity AnalysisStep 2Establish
Communication Objectives

• Develop brand awareness
• Increase good/service category demand
• Change customer beliefs or attitudes.
• Enhance purchase actions
• Encourage repeat purchases
• Build customer traffic
• Enhance firm image
• Increase market share
• Increase sales
• Reinforce purchase decisions

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F I G U R E 5. 4
Components of a Corporate Image
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Factors Impacting Relationship Between
Promotions and Sales

• The goal of the promotion
• Threshold effects
• Carryover effects
• Decay effects
• Random events

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Methods of Determining the Marketing
Communications Budget
Promotions Opportunity AnalysisStep 3 Create a
Communications Budget

• Percentage of sales
• Meet-the-competition
• What we can afford
• Objective and task
• Payout planning
• Quantitative models

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F I G U R E 5 . 6
Global Advertising Expenditures
Source Juliana Koranteng and Normandy Madden,
Ranking of the Top Global Ad Markets, Advertisin
g Age International, (May 2000), pp. 17-20.
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T A B L E 5 . 1
Comparison of B-to-B and Consumer Communications
Expenditures
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Marketing Budgets
Advertising 26
Trade Promotions 50
Consumer Promotions 24
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Database of Advertising Expenditures
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INTEGRATED LEARNING EXPERIENCE
Http//www.adage.com/dataplace/lna/index.html

• Some questions to explore
• Who are the top ten national advertisers?
• Who are the top advertisers for the different
  media such as magazines, newspapers, outdoor,
  network TV and national spot radio?
• Who are the top advertisers in the different
  product categories such as fast-food burger
  restaurants, soft drinks, airlines and hair care
  products?

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Top Ten National Advertisers

• General Motors 2.940 billion
• Proctor Gamble 2.650 billion
• Phillip Morris 2.049 billion
• Daimler Chrysler 1.646 billion
• Sears, Roebuck Co. 1.578 billion
• Ford Motor Co. 1.520 billion
• AT T Corp. 1.427 billion
• Walt Disney Co. 1.358 billion
• PepsiCo 1.263 billion
• Diageo 1.205 billion

Source Advertising Age at http//www.adage.com/cg
i-bin/adage.cgi
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Fast-Food Burger RestaurantsMarket Share vs
Advertising Expenditure
Restaurant Market Share
Expenditure
(Thousands)

• McDonalds 43.1 627.3
• Burger King 21.9 403.7
• Wendys 12.2 217.8
• Hardees 5.6 48.1
• Jack-in-the-Box 4.0 63.5

Source Advertising Age
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Promotions Opportunity AnalysisStep 4Prepare a
Communication Strategy

• Communication strategies are broad, long-term
  guidelines for the marketing communications
  program.
• Should be linked to opportunities and threats
  identified by the communication market analysis.
• Should fit with the companys overall message,
  image and themes.

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Promotions Opportunity AnalysisStep 5Match
Tactics with Strategies
Tactics support the communication strategies.
Examples of tactics would include

• Specific advertisements.
• Personal selling enticements for sales reps.
• Sales promotions such as coupons, premiums,
  sweepstakes, and contests.
• Special product packages and labels.
• Price changes.
• Trade discounts to retailers.

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Advantages to Segmenting Markets

• Helps identify company strengths and weaknesses.
• Identifies the best set of customers.
• Clarifies marketing objectives associated with
  specific target markets.
• Allows for more precise communications
  budgeting.
• Links firms strategies and tactics to a specific
  target group

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Tests to determine if a particular market segment
is viable

• The individuals or businesses within the segment
  are homogenous
• The market segment is different from the
  population as a whole and distinct from other
  market segments.
• The market segment is large enough to be
  financially viable to target with a separate
  marketing campaign.
• The market segment must be reachable through some
  type of media or marketing communications method.

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F I G U R E 5 . 7
Methods of Segmenting Consumer Markets

• Demographics
• Psychographics
• Generations
• Geographic
• Geodemographics
• Benefits
• Usage

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A NailCares advertisement targeted to females.
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Claritas North America and Europe
Http//www.claritas.com
PRIZM and MicroVision lifestyle groups from your
zip code
Http//www.dellvader.claritas.com/YAWYL/Default.wj
sp
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F I G U R E 5 . 9
Choosing a Market Segment
Goods and Services
Market Segment
Messages
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F I G U R E 5 . 1 0
Methods of Segmenting B-to-B Markets

• NAICS/SIC code
• Type of business
• Size of business
• Geographic location
• Product usage
• Purchase decision process
• Customer value

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A business-to-business advertisement based on the
product usage segmentation strategy.
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The North American Industry Classification System
(NAICS)
Http//www.industrialwhoswho.com/company/naics.cgi

Standard Industrial Classification (SIC)
Http//www.industrialwhoswho.com/company/sic.cgi
The Industrial Whos Who Web Site
Http//www.industrialwhoswho.com
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F I G U R E 5 . 1 1
Successful Global Integrated Marketing
Communications Tactics

• Understand the international market
• A borderless marketing plan
• Thinking global but act local
• Local partnerships
• Communication segmentation strategies
• Market communication analysis
• Solid communication objectives

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Building Your IMC Campaign
Building Your IMC Campaign

• Prepare the following components of the
  communications market analysis
• Competitive analysis
• Opportunity analysis
• Target market analysis
• Customer analysis
• Market segmentation strategy
• IMC objectives
• IMC budget