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Smokey Brand Marketing Situation Analysis Assignment

Smokey Brand Marketing Situation Analysis Assignment. Project 1 JOMC 172 Spring 2005. The Assignment. You are given a variety of data for Smokey brand and its unidentified category. (Project1data.xls)

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Smokey Brand Marketing Situation Analysis Assignment

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  1. Smokey BrandMarketing Situation AnalysisAssignment Project 1 JOMC 172 Spring 2005

  2. 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. Project 1 - Spring 2005

  3. 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 Project 1 - Spring 2005

  4. 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? Project 1 - Spring 2005

  5. 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. Project 1 - Spring 2005

  6. 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 Project 1 - Spring 2005

  7. 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. Project 1 - Spring 2005

  8. 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. Project 1 - Spring 2005

  9. 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. Project 1 - Spring 2005

  10. 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. Project 1 - Spring 2005

  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) Project 1 - Spring 2005

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