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85Promotion Planning And Techniques- ESTIMATE SALES POTENTIAL OF TARGET MARKET: Estimate immediate and long-
run sales and profit potentials for each market target. Is the return on investment attractive?
Use the objective-task method to identify the activities needed to reach the defined target,
and then estimate the cost of these activities. - EVALUATE RISK INVOLVED IN ACHIEVING TARGET REACH: Estimate the amount
of risk involved in reaching alternative targets. - DETERMINE EFFORTS REQUIRED REACHING TARGET MARKET: The maximum
effort that can be collected, if it is insufficient to reach minimum targets objectives, eliminate
the target. - ESTABLISH CORPORATE RESOURCES NEEDED TO REACH TARGET: Determine
the capacity of the company needed to develop a programme capable of reaching the target. - EVALUATE THE COMPETITIVE ADVANTAGE OF THE TARGET MARKET:
Determine any competitive advantages the company may have in reaching the target
market or markets. - ESTIMATE ANTICIPATED COMPETITIVE RESISTANCE: Estimate the type and
amount of competitive resistance. How strongly entrenched are established brands. - INVESTIGATE ACCESSIBILITY OF THE TARGETS: Can it be reached through known
promotion methods? Can opinion leaders be identified and used to access target segment? - IDENTIFY THE MOST IMPORTANT TARGETS: Assign them priorities, based upon
the marketing objectives.
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