TARGET Analysis and GEOGRAPHIC analysis

User Generated

Rin1219

Humanities

Description

HOMEWORK ASSIGNMENT #1

TARGET ANALYSIS. GEOGRAPHIC ANALYSIS.

With regard to the client choice, remember what your Media Plan assignment says:

“Note that if you select a national brand or a publicly traded company, you will be able to find a lot of information about it using secondary sources (e.g., syndicated research). If you choose a local business and/or a private company, it might be more difficult to find information through secondary sources; so, you will be encouraged to seek information through a direct contact with business employees.”

Also, check information about the target challenge in the media plan (and in this assignment). Make sure that you pick a client that is appropriate for the restrictions imposed on the choice of your target group.

***

For your first homework, you are asked to complete steps 3 to 5 of your media plan. Read the description of these steps in the media plan before you start doing this assignment.

Here is the extended explanation of what you need to do.


Remember about the challenge described in your media plan: “You MAY NOT purposefully run the campaign on college campuses.”

Unformatted Attachment Preview

ADV 350, Kononova, Advertising + Public Relations, MSU ADV 350, Kononova Advertising + Public Relations, College of Comm Arts & Sciences, MSU HOMEWORK ASSIGNMENT #1 TARGET ANALYSIS. GEOGRAPHIC ANALYSIS. With regard to the client choice, remember what your Media Plan assignment says: “Note that if you select a national brand or a publicly traded company, you will be able to find a lot of information about it using secondary sources (e.g., syndicated research). If you choose a local business and/or a private company, it might be more difficult to find information through secondary sources; so, you will be encouraged to seek information through a direct contact with business employees.” Also, check information about the target challenge in the media plan (and in this assignment). Make sure that you pick a client that is appropriate for the restrictions imposed on the choice of your target group. *** For your first homework, you are asked to complete steps 3 to 5 of your media plan. Read the description of these steps in the media plan before you start doing this assignment. Here is the extended explanation of what you need to do. Step 3. A. Research your client thoroughly. For starters, learn about the company’s history, line of products/services, and mission. This information can be easily found on official websites of the majority of business organizations. Write a onepage summary to introduce your client. B. Specify if you plan to focus on the company in general (e.g., P&G) or a brand within a company (e.g., Tide). We always recommend narrowing down your focus. Choose one brand or one product line. You can also narrow down your campaign by focusing on one location (e.g., McDonald’s in Lansing DMA). This will be useful when you state your marketing objectives in the future. C. Identify which category the brand/company belongs to. E.g., Danone is a brand, and yogurt is a category. Colgate is a brand and toothpaste is a category. Find information about the major market trends within your category or industry. Use Mintel and other resources (e.g., IBIS World) available through MSU’s business library. Find out if the company or the category/industry experience challenges or have gaps to fill. Your task is to address these 1 ADV 350, Kononova, Advertising + Public Relations, MSU challenges in your media campaign. E.g., if you know that spoonable yogurts are not doing well, can advertising help? Your next steps are to identify the right customers to target, describe them, and see what media to reach them with. D. Describe the current target group of your client ((brand consumers, company consumers – people who use your product(s) or service(s)). What are their demographic characteristics? What lifestages are they at? What lifestyles do they live? What generations do they represent? Where do they live (states, counties, MSAs, DMAs)? What are their attitudes toward your product/service? Brand? Use Mintel to obtain audience insights. Use Nielsen’s PRIZM to find information about consumer segments. Step 4. E. Now you need to decide if you want to focus on the existing or new customers. Remember about the challenge described in your media plan: “You MAY NOT develop a campaign to target undergraduate college students and young adults who are 18 to 25. If college students (based on some demographic characteristics) and adults 18-25 are a small part of your audience, it will be fine. However, you may not purposefully target college students as the primary audience. Your target audience should include at least THREE (in addition to other) of the following demographic characteristics: Age: o o o o 50-64 65 – 79 80 and older o Transgender Gender o Lifestage o Ethnicity: $30,000 - $49,000 annual income No college degree Married with 2 or 3 children Married with 4+ children Retired Divorced o African American American Indian or o Alaska Native o o Arab American Lifestyle o Asian American o Living in rural areas o Hispanic/Latino Occupation o Native Hawaiian or o Self-employed other Pacific Islander o Stay-home parent Socio-Economic Status: o Craftsman/Blue collar” o $0 - $29,000 annual First-generation immigrant income F. Provide a detailed description of the target group for your media plan (if it is different from the description of the current target base). Are you focusing on Heavy or non-heavy users? Why? Provide a rationale for the choice of the target. o o 2 ADV 350, Kononova, Advertising + Public Relations, MSU G. Generate crosstabs using Simmons OveView to explore how your target is using your brand/category. Provide an in-depth analysis of numbers presented in the tables (number of users, horizontal %, vertical %, index). H. Describe how your target group uses media. You can use secondary sources such Pew Research, comCast, Statista, Nielsen’s and others to find information about media uses within different demographic groups. Generate additional crosstabs using Simmons OneView for media/device usage (e.g., television, radio, print, Internet, mobile, etc.). Provide an in-depth analysis of numbers presented in the tables (number of users, horizontal %, vertical %, index). Understanding how your target group uses media will inform your media strategies (choice of media mix). Step 5. I. Identify geography of your target group. Narrow it down to specific DMAs or MSAs. Will your focus be local or national? Why? If the focus is on the national market, list the top DMAs for your brand/category. Explain why you selected these markets. Is it because they are successful in consuming brand/category? Or is it because they need a boost in sales of your brand/category? Support your justification with appropriate numbers. J. Provide the number of potential customers who live in the area. Use U.S. Census, Nielsen’s PRIZM, SimplyAnalytics, and other online resources to find out the population numbers by demographic and psychographic groups (segments). Report the total population numbers as well as approximate numbers of potential customers (based on demographic and psychographic analysis). K. If possible, provide information about BDI (Brand Development Index) and CDI (Category Development Index). Calculate BOI if possible (Brand Opportunity Index). If it is not possible to obtain CDI and BDI, describe your market qualitatively (with words). Why do you think you have an opportunity to increase the sales of your brand on this particular geographic market (why is it a growth opportunity market?)? Or why do you think you want to maintain sales in the market (is it s core market?)? L. What media are available in the geographic market(s) or your choice? Provide numbers of media users in the area (look at circulation numbers for print media, ratings for TV/radio, and traffic for certain websites). If you can find information about media audiences, describe them in terms of demographics and psychographics. M. Check SimplyAnalytics for Internet connection in the location(s) of interest, mobile and smartphone ownership, television ownership, TV, radio, and online service subscriptions, etc. Note that SimplyAnalytics aggregates data from U.S. Census and Simmons, which makes it very convenient to do geographic analysis. 3 ADV 350, Kononova, Advertising + Public Relations, MSU N. Add graphs, tables, and other analytical visuals in your assignment. Remember about the challenge described in your media plan: “You MAY NOT purposefully run the campaign on college campuses.” 4
Purchase answer to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

Attached.

Running Head: TARGET AND GEOGRAPHIC ANALYSIS

HOMEWORK ASSIGNMENT #1: TARGET ANALYSIS and GEOGRAPHIC
ANALYSIS

Student’s Name
Instructor’s Name
Course
Date

1

TARGET AND GEOGRAPHIC ANALYSIS

2

Apple Inc. (iPhone Brand as the Product Category)
Stage 3
Apple Inc. in an American technological multinational corporation company based in
Cupertino, California, USA. The technology company was founded on April 1, 1976, by, Ronald
Wayne, Steve Wozniak, and Steve Jobs. It was then later incorporated on February 4, 1977, into
the market. The company specializes in selling, developing and designing online services,
computer software, and consumer electronics. The company also markets third-party digital
application and content, networking solutions, portable media players, and personal computers as
well as media devices. Some of the major hardware products include the Apple TV digital media
player, Apple Watch smartwatch, the iPod portable media player, the Mac personal computer,
the iPad tablet computer, and the popular iPhone smartphone. Software designed by Apple
include the Safari web browser, the iTunes media player, and the iOS and the macOS operating
systems. Apple’s current mission states that “Apple designs best personal computers on earth,
Macs, along with professional software, iWork, and OS X. With iTunes online store and iPads,
the digital music revolution is led by Apple” (Duke, 2018).
As of the 2017 fiscal year, the company pulled in a total of $229 billion as revenue
worldwide. After Huawei and Samsung, Apple is ranked third largest mobile phone
manufacturer and by revenue, it is ranked the world’s largest technology company. The company
employees over 124,000 permanent employees and has over 500 retail stores in 25 countries as
of July 2018 (Duke, 2018). The CEO of Apple is Tom Cook who joined in 2011. Apple enjoys a
very strong brand loyalty around the world due to its high-quality products.
In this media assignment, in as far as target analysis and geographical analysis of Apple
Inc. is concerned, I am going to focus on a specific category of the brand in Apple Inc. which is
an iPhone smartphone. This marketing campaign will also not focus on iPhones all over the
world or just in the United States but in major Designated Market Areas. Having mentioned this,
this campaign will narrow down to iPhone smartphone usage in New York City DMA.
The iPhone smartphone is a product category which belongs to Apple Inc. Company.
According to the Y-chart Team (2018), it is clear that the company experiences some challenges
during their designing, selling, marketing processes of iPhone product category brand. The main
challenge facing the iPhone brand is the technology challenge. Based on the features displayed
by the latest iPhone 4XS series, it is clear that the stock of ideas where innovation is based at
Apple Inc. is slowly fading away. Due to this, people are starting to lose faith in the brand since
there is no assurance that there is something amazing coming up in the future. This can be
solved however via advertising. The company can decide to cross-check and cross-reference all
the technology that had been used to develop a prototype to show to the customers what is
coming up next. Even though it might not be soon or realistic, the numerous loyal customers will
definitely by it.

TARGET AND GEOGRAPHIC ANALYSIS

3

The other challenge is competition from other bran...


Anonymous
I use Studypool every time I need help studying, and it never disappoints.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4

Similar Content

Related Tags