Market Analysis
Product placement is the form of advertisement where a product is placed in a context of ads in movies or TV shows. Since the first instance of formal product placement occurred in 1951, there have been countless placements in thousands of movies and TV shows. Product placement has experienced a surge in the mid-1980s and strong growth ever since.
In 2005, estimated total global spending on paid product placements is about US$2.21 billion. Forecasted that by 2010, 75% of scripted shows will include product placement and the revenues will reach US$50 billion.
Competitive Analysis
MMI
The product placement segment of the industry is dominated by small business typically run by their owners who have experience in the entertainment industry. A few larger ad agencies offer the same service with the intention of offering one-stop-shopping for their clients. These are typically the result of acquisitions of smaller specialty firms. The smaller firms tend to have the advantage because they typically have experience and a background with film and TV producers whereas the large firms often do not. In addition, the small firms like MMI offer more personalized service and build ongoing relationships with their clients.
Greyhound
Greyhound is currently Canada’s largest provider of intercity bus transportation and serves 6.5 million passengers each year, which constitutes about 40% of the market. Its brand logo, the running dog, is highly recognized. In addition to other bus lines, Greyhound’s competitors include air travel, train travel, and automobile travel. Bus travel is typically less expensive and offers service to more locations than either air or train travel.
Segment Analysis
Greyhound’s target market for growth is young professionals aged 18 – 44 who use the bus to commute to work, especially those in 18 – 24 age group. These young professionals are just entering the workforce and can be convinced that commuting to via Greyhound.
Segment 1 2 3 4
Segment Name Young Professional Low Income Group Safety Concerned Group Frequent Travelers
Qualifying dimensions
Who? Young professionals co age between 18 - 44 years old, especially those newly graduated from colleges, 18 - 24 age group, This group people have lower income, over Cdn$35,000 per year People who have automobiles were sufficiently reliable for a long distance trip have safety and money value concerns People who often travel long distance
What? Intercity bus services, school bus services and urban transit services intercity bus services and urban transit services Urban transit services Urban transit services
Where? The services offered in all provinces and territories with exception of Nunavut. The services offered in all provinces and territories with exception of Nunavut. The services offered in all provinces and territories with exception of Nunavut. The services offered in all provinces and territories with exception of Nunavut.
When? When the services are needed, and the services have been scheduled by Greyhound-Canada When the services are needed, and the services have been scheduled by Greyhound-Canada When the services are needed, and the services have been scheduled by Greyhound-Canada When the services are needed, and the services have been scheduled by Greyhound-Canada
Why? Need to travel medium and long distances, or commute to and from work. Need to travel medium and long distances, or commute to and from work. Need to travel medium and long distances. Need to travel medium or long distances.
How to Buy? Online, over the phone, at terminal, or through agency Online, over the phone, at terminal, or through agency Online, over the phone, at terminal, or through agency Online, over the phone, at terminal, or through agency
Determining dimensions
Benefit Sought Convenient, economical Convenient, economical Safe, economical Convenient, safe, and economical