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        PRODUCT – MARKET ANALYSIS
    Overview 
    Whether you are starting a new business or launching a 
    new product, conducting a marketing analysis is the first step. 
    Knowing the market's needs and how it is currently serviced 
    provides you with key information that is essential in developing 
    your product/service and marketing plan. 
    Although the quality of the product is critical, the company who 
    wins the marketing game generally will capture the larger share 
    of the market. 
    It is critical to identify your target markets/ segments
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        PRODUCT – MARKET ANALYSIS
    Conducting a market analysis will help firms 
    to:
    1. Prepare to enter a new market
    2. Launch a new product/service
    3. Start a new business
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         PRODUCT – MARKET ANALYSIS
     The goal of a market analysis is to determine the 
     attractiveness of a market and to understand its evolving 
     opportunities and threats
     The following dimensions of a market analysis may be useful :
     1.  Market size and future prospects
     2.  Market growth rate and profitability
     3.  Industry cost structures 
     4.  Distribution channels
     5.  Market trends
     6.  Key/ Critical success factors
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    SELLING/ ADVERTISING OBJECTIVES
     In the matter of advertising objectives 2 distinct 
     schools of thought emerge:
     1. The Sales School 
     2. The Communication School 
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                     SALES SCHOOL
     Many  managers  view  sales  as  the  only 
     meaningful objective for promotional plans. 
     Their view is that the only reason an organization 
     spends money on promotion is to sell its products 
     or service. 
     Sales  turnover  is  the  first  and  most  obvious 
     measure
     In  the  consumer  markets  and  the  FMCG  sector, 
     market  share  movement  is  more  sensitive 
     barometer of performance.