Another aspect of internal analysis is assessment of

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Another aspect of internal analysis is assessment of relative strengths and weaknesses of the product or service; its advantages and disadvantages; any unique selling points or benefits it may have; its packaging, price, and design; and so on. This information is particularly important to the creative personnel who must develop the promotional message for the brand. ii. External Analysis A prime part of the external analysis is detailed consideration of customers characteristics and buying patterns, their decision processes, and factors influencing their purchase decisions. Attention must also be
given to consumers perceptions and attitudes, lifestyles, and criteria for making purchase decisions. Often, marketing research studies are needed to answer some of these questions. Another key element of the external analysis is an assessment of the market. The attractiveness of various market segments must be evaluated and the segments that the company needs to target must be identified. Once the target markets are chosen, the emphasis will be on determining how the product should be positioned. What image or place should it have in the minds of consumers? An in-depth examination of both direct and indirect competitors is another focus of external analysis. Focus is on the company’ s primary competitors: their specific strengths and weaknesses; their segmentation, targeting, and positioning strategies; and the promotional strategies they employ. The size and allocation of their promotional budgets, their media strategies, and the messages they are sending to the marketplace should all be considered. The external analysis also includes what is known as environmental analysis. This entails an assessment of the marketing environment and current trends or developments that might affect the promotional programme. (C) ANALYSIS OF THE COMMUNICATIONS PROCESS At this stage of the promotional planning process, the company examines how it can effectively communicate with consumers in its target markets. The planners are expected to think about the process consumers will go through in responding to marketing communications. For instance, the response process for products or services to which consumer is highly loyal is often different from the response process for products or services that are new to the consumer.
These differences will influence the promotional strategy. Communication decisions on the use of various source, message, and channel factors must also be considered. The promotional planners should understand the different effects various types of promotional messages might have on consumers and whether they are appropriate for the product or brand. Preliminary discussion of media- mix options - print, TV, radio, newspaper, direct marketing, etc. - and their cost implications might also occur at this stage.

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