Promotion Opportunity Analysis Communications Analysis Summary or Background Retail operation Internet and direct marketing programs findings
Promotion Opportunity Analysis Communications Analysis Competitive analysis Who are competitors? Why? What are their weakness and strength? Try to summary the attributes or dimensions to evaluate Who is the major competitor? Why? Would you design questionnaire to do competitive analysis?
Promotion Opportunity Analysis Communications Analysis Opportunity analysis What means opportunity? What needs are not met well in the climbing market? Why the report mention e-commerce? Who is heavy user? What needs for heavy user? Would you describe the profile and consumption behavior of heavy user? Why partnership is an opportunity? Try to summary the opportunity
Promotion Opportunity Analysis Communications Analysis Target market analysis (trend) Who are target market? What are market trends? (Growth) growth vacation25 climbing30 Coffee retail customers18000 website1500 direct mail500 partnership
Promotion Opportunity Analysis Communications Analysis Customer analysis Geography Demography Needs –Physical needs –Social need –One sentence Growth Direct and webRetail US customer8090 European customer159 other conuty51 age male7572 femal2528
Promotion Opportunity Analysis Market segmentation strategy What is segmentation? Who is target market? Why is it? How to meet their needs? What is channel distribution for target market? Attractiveness of each market segment analysis how to do this survey?
Corporate Image Strategy Brand Development Strategy Brand Positioning Strategy Distribution Strategy Business to Business Public Relations Strategy Evaluation
Corporate Strategies Corporate Image Strategy What is the image of The Boulder Stop? Who is target market? Brand Development Strategy What is brand and brand elements? What is the brand name? tell us the meanings What is logo? What is symbol? What is his slogan? Explain it
Corporate Strategies Brand Positioning Strategy What is positioning? What is positioning for Boulder Stop? Why is it? How to explain for three market? Distribution Strategy What is distribution strategy ? Business to Business Omit
Corporate Strategies Public Relations Strategy omit Evaluation What metric will be measure? How to do it? What is scale?
IMC Management IMC objectives awareness, relationship, reciprocal agreements IMC Budget why? Agency Selection What is full service agency What products does the Ralston group provide? What dimension will think over to choose agency? Internet Website Why to use website What content for a website?
IMC Objective one (consumer) Objective Create awareness of The Boulder Stop Advertising, promotion personal selling sponsorship, direct marketing Budget IMC Methodologies Media Plan Evaluation
IMC Objective one (consumer) IMC Methodologies Advertising Goals Advertisements provided by agency Creative brief
IMC Objective one (consumer) Creative brief Objective :awareness Target audience profile What variables to describe the target’s profile Message theme High quality gear and atmosphere all under one roof Means end chain Attribute, benefit, personal value, leverage points, execution framework.
IMC Objective one (consumer) Print
IMC Objective one (consumer) IMC Methodologies omit Advertising Consumer promotions Coupons and premiums, contests and sweepstakes Tagline: Personal selling Sponsorship programs Database programs
IMC Objective one (consumer) Media Plan Media Frequency Budget Evaluation Why to evaluate How to evaluate the awareness How to measure retail store traffic How to deal with direct mailing program
Sample Sample Logo Sample consumer advertisement