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• Identify Core/Opportunity Market Segments - To determine development/expansion strategies by identifying current customer (users/purchasers) and opportunity (non-user/ potential) bases. Provides key input for target audience definition
OSERVICES
• Review Category Sales Data - To review Product sales data of competitive set, to determine geographical, seasonal and/or product purchasing skews as well as the respective share of market (S.O.M.--% of total market sales) within the category
• Analyze Category Competitive Activity - To review media spending reports of competitive set, to define the overall size of the market, the respective share of voice (S.O.V.--% of total ad spending), discern any geographical/ seasonal spending skews and other key features of the category
• Analyze Media Delivery Capabilities - To review Network TV, Syndicated TV, Spot TV, Cable TV, Network Radio, Spot Radio, Magazines (National/Local), Newspapers (National/Local), Print Supplements (National/Local), Point of Purchase (P.O.P.), Free Standing Inserts (FSI Coupons), Outdoor, Internet and other appropriate media forms for efficient/ effective target audience delivery
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