Post on 21-Nov-2014
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Situation Analysis
1
Agenda
Market Research
2
Target Market
3
Strategic Positioning
4
Marketing Plan
5
Budget & Forecast
6
Situation Analysis
1
Situation Analysis
1 Environmental Analysis
Situation Analysis
1 Environmental Analysis
Situation Analysis
1 Environmental Analysis
Situation Analysis
1 Environmental Analysis
Situation Analysis
1 Competitive Analysis
Situation Analysis
1 SWOT Matrix
Market Research
2 Primary Research
Market Research: Qualitative
2 In-depth Interviews
Market Research: Qualitative
2 Focus Groups
Market Research: Qualitative
2 Qualitative Findings
Market Research: Qualitative
2 Qualitative Findings
Market Research: Qualitative
2 Taste Tests
Online SurveyMarket Research: Quantitative
2
Online SurveyMarket Research: Quantitative
2
Key Strategic FindingsMarket Research2
Target Market3 Market Segments
Target Market3 Market Segments
Target Market3
Target Market3
Target Market3
Target Market3 Objectives
Positioning StatementStrategic Positioning
4
New CampaignMarketing Plan
5
New DesignMarketing Plan
5
Channel Strategy OverviewMarketing Plan
5
Target Market KeyMarketing Plan
5
Field Marketing IMC Plan5 Marketing Plan
Points of Interruption5 Marketing Plan
Points of Interruption5 Marketing Plan
Sampling5 Marketing Plan
Store and Sales Incentives5 Marketing Plan
Media Planning 5 Marketing Plan
Media Planning5 Marketing Plan
Media Planning5 Marketing Plan
Pandora Mock-UpMarketing Plan
5
Seasonal5 Marketing Plan
Seasonal5 Marketing Plan
Give 5. Take 5.5 Marketing Plan
Sweepstakes5 Marketing Plan
Contest5 Marketing Plan
Social Media5 Marketing Plan
Social Media & Website5 Marketing Plan
Don’t Settle for 1.
2014-2015 Timeline5 Marketing Plan
Future Recommendations5 Marketing Plan
BudgetBudget & Forecast
6
Metrics: Key Performance Indicators6 Budget & Forecast
Forecasting6 Budget & Forecast
Conclusion6 Budget & Forecast
FORECAST BREAKDOWN
Ad Expenditure• Based on ad
expenditure of Rolo• When it became
activated brand• Sales increase of 48%
over 3 years
Primary Research• Based on research
segments and Take 5 consumption habits.
• Chain Ration Method:– Target Market Segment– % that have tired Take 5– Conversion rate of likely to
repurchase (50%)– Purchased multiple times
within target segment– Average amount consumed
• Added between all segments with an incremental increase based on Target Market Objective