1 / 11

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)

sade-haney
Download Presentation

Smokey Brand Marketing Situation Analysis Assignment

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related