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Sales Promotion
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Sales Promotion |
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An analysis of a product’s performance takes into account both surface indications and underlying problems facing the brand. Items to consider: 1. Customer Attitudes and Buying Behaviors: 2. Brand Strategy 3. Competitive Strategy 4. Advertising Strategy 5. Trade Environment 6. Other External Factors |
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Strategic Facts Are the foundation for direction. Impact Africa prepares a series of focused statements that distill all available info on your brand, market, competition, past promotional performance, etc.—elements most relevant to brand building. Definition of Marketing Problem: This should grow from, and relate to, the strategic facts. It can be a brand, market or image problem. Impact Africa knows the best advertising is designed to solve problems. Marketing Objective A clear, concise statement of the effect the creative platform is intended to have on the customer |
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Impact Africa’s marketing research objectives for Client is inherently aimed at continuous improvement. We require all marketing initiatives, whether advertising, direct mail, sales seminars or others, to provide measurable responses that can be correlated to a sale. Research is intelligence – steps: Primary/ Sec/Qualitative/ Quantitative Intelligence gathering & Competitor analysis and response. |
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Developing an effective media strategy is a science, with a dash of creativity. Before researching media alternatives, it is vital to establish objective criteria for development of the ultimate plan. At Impact Africa, we begin the media planning cycle with a compilation of facts assembled from our clients’ marketing management, primary and secondary esearch, past experience with each brand category, medium, and more. |
