COM 220 3/3/25

Introduction to Situational Analysis in Advertising

• Purpose of situational analysis: Understand the foundational aspects of a brand's current market position to drive advertising campaigns.

• Involves research on brand strengths, weaknesses, opportunities, and threats (SWOT).

• Integral part of marketing strategy development.

Understanding Brand Positioning

• Brands perform situational analysis to:

  • Identify why they are launching an advertising campaign.

  • Assess the current market conditions and brand landscape.

• Methodology: SWOT Analysis

  • Strengths: Attributes that give the brand an advantage.

  • Weaknesses: Areas where the brand is at a disadvantage.

  • Opportunities: External factors that can be leveraged for growth.

  • Threats: External challenges that may negatively impact the brand.

Research Component

• Assignment involves conducting qualitative and quantitative research:

  • Analyze brand challenges and opportunities.

  • Frame recommendations based on SWOT analysis findings.

• Importance of research in crafting a strategic advertising message.

• Expected Deliverables:

  • Qualitative insights, quantitative data, and a situational analysis report for a selected brand.

Assignment Structure

• The assignment is a group presentation format guided by a template focusing on:

  1. Title Slide: Brand name and student name.

  2. Background/Product Overview: 300-500 word write-up on the brand's history, current state, and key product details.

  3. Competitive Landscape: Identify and analyze three main competitors, focusing on these aspects:

     • Branding

     • Market share

     • Target demographic.

  4. SWOT Analysis: Visual representation of strengths, weaknesses, opportunities, and threats.

  5. Rationale for New Campaign: Recommendations for future brand strategies based on the insights derived from research.

  6. Sources Slide: Include a minimum of five APA formatted sources.

Presentation Guidelines

• Presentation requires in-depth analysis and professional writing; emphasis on clarity and visual appeal.

• Use visuals like graphs, charts, and infographics for clarity and engagement.

• Ensure slides have a clear structure and minimal text to keep attention focused on the presenter.

• Grammar and proper format are crucial to maintain a professional tone.

Audience Segmentation Exercise

• Objective: Identify key target market segments for an energy drink brand, focusing on:

  • Demographics and psychographics.

  • Qualitative and quantitative data to understand consumer behavior.

• Key Points to Address:

  • Who are the typical consumers?

  • What segments currently engage with energy drinks?

  • Recommendations for potential target segments to pursue further.

Strategies for Effective Research

• Encourage deeper exploration beyond surface data to uncover unique insights.

• Emphasize the importance of filtering information through personal analysis.

• Maintain an eye for trends and new consumer sentiments to support strategic recommendations.

Final Notes

• Address questions related to assignment structure and content.

• Mention the importance of building a strategic approach early to avoid last-minute rushes.

• Continuous availability for guidance throughout the assignment process.