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Analysis of the market in advertising environment analysis and advertising planning

The so-called advertising environment analysis is to carefully examine the environment in which advertising is located, analyze the market opportunities faced by enterprises, evaluate the market environment and the advertising situation of competitors, and compare their own advantages and disadvantages.
The complex environment in which advertising is located, from a macro perspective, includes the economic environment, the population environment, the corporate environment, the commodity environment, the political environment, the international environment, and the policy environment.
The economic environment is mainly to examine the economic situation of the giants; the population environment is mainly to analyze the purchasing power of different types of residents of different ages; the corporate environment is mainly to examine the current situation and development trends of related industries; the commodity environment, mainly analyze the life cycle of commodities. The location and consumer purchasing motives; the political environment is to pay attention to the occurrence and handling of certain political events; the international environment is to pay attention to changes in the international situation; the policy environment is to be familiar with any government-issued New laws, regulations, regulations, and methods.
From the microscopic point of view, the analysis of advertising environment mainly includes analysis of the market, analysis of the advantages and disadvantages of the enterprise itself, analysis of competitors, analysis of the quality of goods and packaging and decoration, analysis of sales price, and analysis of market life cycle of commodities. Wait.

For example, the analysis of the market in the “Vitality 28” advertising plan:

Market analysis

1. Competitor analysis In Guangdong, the main competitive product of the daily production of Shashi Daily Chemicals Super Concentrated Laundry Powder is the high-rich ultra-concentrated washing powder produced by Guangzhou Langqi Company. The main advantages of Gaofuli are:
A. The product quality is good.
B. Local products, long-term business.
C. Under the influence of the unified brand of Langqi Company, it has formed a mutually promoted image establishment and promotion role with the laundry detergent market already occupied by Gao Fuli.
D. The advertising campaign has been systematically planned and implemented.
E. Many companies have issued high-rich products as labor insurance products all the year round.
Gao Fuli also has some defects in quality, such as:
A. High-rich ultra-concentrated washing powder is three times higher than the powder, while vigor 28 is four times higher.
B. High-rich super-concentration has not yet achieved true "instant".
C. The high-powered packaging is also slightly inferior to the vitality 28.
A survey of high-performing advertising performance shows the following data:
A. Communication rate: 71.8% of the total number of surveys have seen high-power advertisements
28.2% not seen
B. Preferences: 50% of high-powered ads
48% in general
2% dislike
C. Source of information:
TV: 67% of high-fidelity advertisements were seen through Zhujiangtai, and all other stations were within 25%.
Newspapers: 53% of people have seen high-fidelity advertisements in newspapers.
D. Usage:
Used 56.6%. Among them, 66% used high-rich ordinary washing powder and 34% used in super concentrated.
Never used 43.4%
The data shows that high-powered advertising and sales have excellent results. However, Vitality 28 still has the opportunity to segment the market.
2. Product analysis quality: Vitality 28 has established a reputation for quality in the north. The performance and indicators of Vibrant 28 super-concentration are comparable to those of high-energy, and several are better than high-power. Vibrant 28 ordinary washing powder is a bit worse.
Packaging: The packaging of Vigor 28 is quite friendly and attractive. It has won the first place in the washing powder packaging competition and has the strength to compete with Gao R & F.
Price: Vitality 28 super concentrated and slightly more powerful, while vitality 28 ordinary washing powder is slightly lower.
3. Consumer analysis Consumers in the northern part of Guangdong have different characteristics:
How to buy: Generally, a housewife buys at a retail store near the home, and the purchase is very random. Generally, the detergent is not specified. Product prices have little effect on their choice.
However, a considerable number of consumers have adopted the habit of using high-power, and many retail stores only sell high-power.
How to use: Guangdong consumers generally use fully automatic washing machines. In addition, Guangdong people have more economic income, so there is almost no clear concept of water saving, power saving, labor saving and time saving.
Washing concept: Guangdong consumers still feel that the washing powder is more clean. Super concentrated laundry detergent is just bubble-free, but has a strong decontamination ability. There is a conflict at this point, so the whole super-concentrated sales are always inferior to ordinary powder. In addition, the Guangdong people change the special service, the clothing itself is not too dirty, so generally do not compare the advantages and disadvantages of super concentrated and ordinary powder.
4. Sales Channel Analysis Vitality 28 In Guangzhou, it mainly establishes contact with several large department stores and some wholesale units. In Shenzhen, Shantou, Huizhou, Zhanjiang and other places, it cooperates with a local wholesale department.
The contact between the vitality 28 and the dealers is only “send people to contact”. In addition, although a preferential measure of “delivering the door, the quantity is not limited” is adopted, but the effect is not effective.
Vitality 28 needs to be improved in the distribution of goods. Most retail stores do not see the vitality 28 products. This is contrary to the consumer's recent buying habits. If this situation is maintained, mass sales will never be realized.
According to another survey, there are no sales vigors in certain shopping malls in Guangzhou.
5. Analysis of past advertising effects After last year's advertising campaign, Guangdong consumers had a preliminary impression of the vitality of the “one-four-four” advertisement. Many customers came to order from TV advertisements on the Zhujiang stage.
Due to the influence of many factors, Guangdong consumers still have no great response to the vitality 28 super-concentration. Among them, in addition to the problem of advertising positioning, the amount of advertising and the variety of forms of advertising are also worth considering. Because the entire Guangdong market is a place where the information of all parties is staggered and mixed, and there is no certain amount of broadcast that cannot be “jumped” from such an “information ocean”. In 1992, Gao Fuli invested nearly one million yuan in advertising fees in television, radio and newspapers in Guangzhou in February-June. The vitality 28 basically only adopted the two media of TV and newspaper last year. No other media and activities match, it seems thin. Therefore, this year's advertising must be a three-dimensional, systematic group operation.
6. Potential Market Outlook Guangdong, as the frontier of reform and opening up, has provided us with a good business environment.
Guangdong is a rich region in the country with high per capita income and strong spending power.
Guangdong's high temperature period lasts for a long time, and people have developed the habit of washing and changing clothes frequently. The consumption of washing supplies is particularly large.
Although Gao Fuli was the head of the party in Guangdong, there are still a lot of market vacancies. For example, the ultra-concentrated market provides opportunities for Vitality 28.
7. The Importance of Exploring the Guangdong Market As a vast market with huge consumption potential, Guangdong has great economic development value.
Guangdong's implementation of the vitality 28 product will lay the foundation for the Shashi Daily Chemical Group's listing in Shenzhen.

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