1. Smokey Brand Marketing Situation Analysis Assignment Project 1 JOMC 172 Spring 2005

2. JOMC 172Project 1 - Spring 2005Page 2 of 11 The Assignment You are given a variety of data for Smokey brand and its unidentified category. (Project1data.xls) Your job is to analyze the marketing situation and identify the major problems/opportunities facing the brand, with a particular emphasis on media planning issues.

3. JOMC 172Project 1 - Spring 2005Page 3 of 11 The Data Situation Overview 2004 Sales by DMA (category and brand) 2004 Sales by Week (category and brand) MRI Product Summary MRI All Users (Adults) MRI Heavy Users (Men) MRI Medium Users (Men) MRI Light Users (Men) MRI Smokey Brand (Adults) 2004 Media Expenditures for Leading Brands

4. JOMC 172Project 1 - Spring 2005Page 4 of 11 Where to Start You should begin to analyze the data by using the techniques we have discussed in class, such as: Computing SOV (for category & brand) Computing Media Mix (for category & brand) Computing BDI/CDI Computing Seasonal Sales Indices (for category & brand) Beyond the computations, what do the data mean?

5. JOMC 172Project 1 - Spring 2005Page 5 of 11 What Else? Look for connections among different data types. For example, the MRI product summary may lead you to look at MRI user data in a particular way to identify targeting opportunities; Or, the media mix analysis, combined with MRI user data, may help you identify a targeting problem; Or, MRI user data plus DMA sales data plus media mix data may identify geographic opportunities.

6. JOMC 172Project 1 - Spring 2005Page 6 of 11 Important Comparisons Heavy / Medium / Light Users vs. Smokey Users Market Share vs. SOV Smokey Media Mix vs. the Category BDI vs. CDI Seasonal Sales Indices for Smokey vs. the Category

7. JOMC 172Project 1 - Spring 2005Page 7 of 11 The Completed Project You should turn in a printed PowerPoint deck with one slide per page. Each page should include your name and a page number. You are limited to a maximum of 5 pages, plus a cover page with a signed honor statement. Each page should identify one of the most significant problems/opportunities faced by Smokey brand in a particular area of interest to media planners. Due at the beginning of class, Tuesday, March 1.

8. JOMC 172Project 1 - Spring 2005Page 8 of 11 Areas of Interest Your project should identify problems / opportunities in each of the following areas: Product Users / Potential Users Geography Seasonality Competitive Environment In addition, you may include one other area of significant problems / opportunities.

9. JOMC 172Project 1 - Spring 2005Page 9 of 11 Some Cautions / Advice There are lots of problems / opportunities in this data set. Your job is to find the most significant ones. Don’t ignore any of the data. You should examine it all or you could miss something very important. Don’t make recommendations. Provide rationale for your analysis. Tables, charts, and graphs are good ways to present data.

10. JOMC 172Project 1 - Spring 2005Page 10 of 11 An Example Page The next page shows a good example from a hypothetical presentation deck. This sample page shows analysis of product users using three data sources: MRI Product Summary, MRI All Users, and MRI Heavy Users. The page presents a related problem and opportunity (restates the problem as an opportunity). Sources are clearly identified. Presentation of data in table format.

11. JOMC 172Project 1 - Spring 2005Page 11 of 11 Product Users Problem: Age 18-64 user base is overly broad. Opportunity: Redefine primary users as age 35-64. Rationale: –Significantly above-average indices for Heavy Users in this age group, particularly 35-54. (SOURCE: MRI All Users; MRI Heavy Users) –65% of Heavy Users are age 35-64. (SOURCE: MRI Heavy Users) –Heavy Users (25% of users) account for 78% of volume. (SOURCE:MRI Product Summary) Age Index (All Users) Index (Heavy Users) 18-249590 25-3410397 35-44110125 45-54100119 55-6499106 65+9085