Situation Aanalysis: SB 7, A1, & more –Objective of the analysis is to find opportunity areas to exploit or problem areas to correct __________: a medium or market (consumer segment or geographic area) that has not been tapped by the competition that shows great potential __________: Sales are declining in the Southwest for Brand X –It is necessary to assess marketing 4Ps, esp. Marcom elements (sales promo, personal selling, PR, advertising) that will contribute to product sales (long- or short-term)

Situation Aanalysis: SB 7 & more –Essential Parts The Product/Brand: history, product packaging, sizes/flavors/features, price, PLC (market position), brand image, The Market: history, size in $ & units, competitive brands/market share, cost/profit structure, Seasonality of sales (yours and competitors), any pricing trends, –Seasonal sales by month, quarters for your brand as well as the competition –Sales changes over two or more years

Situation Aanalysis: SB 7 & more Distribution & Market Sales/Potential Analysis: geographic distribution, type of retail outlets, shelf-spacing, any modes of selling (POP displays, merchandising, in-store promotions, etc.) –To determine market’s sales potential and campaign’s geographic emphasis, start with BDI/BPI analysis (TBD) Year-to-year % change in sales by market (TBD) Any market developments, if useful in assessing the potential can be analyzed

Situation Aanalysis: SB 7 & more The Consumer: who (demography, geography, psychographics/lifestyle) -- current and potential), where (retail outlets), when and how often (buying & use cycle and habits), user vs. buyer distinction, if warranted, who (and how much) influences the purchase, & what media they use –MRI analysis is basic (TBD) – for Who, Where Users Live and What Media –Other primary research data (for purchasing cycle, when they use a given medium most heavily, purchase influence, etc.) may be helpful –VALS II, PRIZM, etc. provide additional psychographics info

Situation Analysis: SB 7 & more Competitive Advertising and Media Analysis: your (and competition) expenditure history (% increase/decrease), competitive media expenditure analysis (CMR) for the past few years, (media types/classes, individual vehicles, no. of ads used, scheduling of ads) and $ & % allocation across markets, quarters/seasons, and relationship of ad $ to sales or other com effects (via research sources, e.g., Allison-Fisher awareness and attitudes surveys, J.D. Power analysis of branding measures for the auto industry) - competitive media analysis with LNA/Media Watch Data – TBD - Relative Advertising Effects on Sales – TBD (A8)

Situation Aanalysis: SB 7 & more –Essential Parts (continued) Creative Requirement: any information on the message (what is said/shown and how it’s said/shown) that points to specific media choices –e.g., rational vs. emotional appeal used, needs for visual media, importance of color and ad reproduction quality, message centered around a specific seasonal theme,

For Your Brand: –Have you addressed all the important issues in each of the essential parts? –In addition, have you considered your marketing objectives, advertising objectives? –Have you assessed the strengths and weaknesses to identify opportunities to capitalize and the threats to be conscious of in tapping opportunities?

Situation Aanalysis: Avery Ch. 1 –Essential Parts The Product/Brand: history, product packaging, sizes/flavors, price,, PLC, PC, image, The Market: history, size in $ & units, competitive brands/market share, cost/profit structure, Seasonality of sales (yours and competitors), any pricing trends,