Hannah Rhuelle B. AbelleraAteneo Graduate School of Businesswww.hannahabellera.blogspot.com
Outlinewww.hannahabellera.blogspot.com
Marketing research is a systematic problem analysis,model building and fact-finding for the purposeof improved decision-ma...
Example1www.hannahabellera.blogspot.com
Source: www.marketresearchworld.netwww.hannahabellera.blogspot.com
Concept 2The Marketing Research Process1. DefineProblem2. DevelopResearchPlan3. CollectInformation4. AnalyzeInformation5. ...
Example2Problem• How will P&G understand the buying behavior of its consumers?How to meet the desires/need of the consumer...
Concept 3Qualitative MeasuresWord AssociationProjective TechniquesVisualizationBrand PersonificationLadderingwww.hannahabe...
Word Association Example3DiaperSoft drinksDetergent barFabric conditionerSanitary napkinToothpasteRefrigeratorwww.hannahab...
Scientific MethodResearch CreativityMultiple MethodsInterdependenceValue and Cost of InformationHealthy SkepticismEthical ...
Example4“Know Your Shopper, Grow Your Revenue”How they do it?Consumer Panels and Retail Measurement- Nielsen Consumer Pan...
A demand is an economic principlethat describes a consumers desire and willingnessto pay a price for a specific goodor ser...
PotentialMarketAvailableMarketTargetMarketPenetratedMarketMeasures of Market Demandswww.hannahabellera.blogspot.com
Demand of P&G Products Example5High or Low demand of products?P&G has the largest lineup of leading brands in industryOv...
• Prediction of what will happen to your companys existingproduct sales• Uses a multi-functional approach• Consider inputs...
Example6has deployed Terra’s Demand Sensing toroughly 75% of its global business• Multi-Enterprise Demand Sensing• Invento...
Remember This…“The aim of marketing is toknow and understand thecustomer so well the product orservice fits him and sellsi...
Summarywww.hannahabellera.blogspot.com
Hannah Rhuelle B. AbelleraAteneo Graduate School of Businesswww.hannahabellera.blogspot.com
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Ch 04 conducting marketing research and demand forecast

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Ch 04 conducting marketing research and demand forecast

  1. 1. Hannah Rhuelle B. AbelleraAteneo Graduate School of Businesswww.hannahabellera.blogspot.com
  2. 2. Outlinewww.hannahabellera.blogspot.com
  3. 3. Marketing research is a systematic problem analysis,model building and fact-finding for the purposeof improved decision-making and controlin the marketing of goods n and services.Concept 1What is Marketing Research?www.hannahabellera.blogspot.com
  4. 4. Example1www.hannahabellera.blogspot.com
  5. 5. Source: www.marketresearchworld.netwww.hannahabellera.blogspot.com
  6. 6. Concept 2The Marketing Research Process1. DefineProblem2. DevelopResearchPlan3. CollectInformation4. AnalyzeInformation5. PresentFindings6. Make aDecisionwww.hannahabellera.blogspot.com
  7. 7. Example2Problem• How will P&G understand the buying behavior of its consumers?How to meet the desires/need of the consumers?Research plan• Focus group• Shop with consumers• Interview in the homes of consumers• Selecting partners for marketing research, Nielsen company• Collection of marketing research information from websiteP&G interprets data and strategizeswww.pampers.com , www.pampers.ph/www.hannahabellera.blogspot.com
  8. 8. Concept 3Qualitative MeasuresWord AssociationProjective TechniquesVisualizationBrand PersonificationLadderingwww.hannahabellera.blogspot.com
  9. 9. Word Association Example3DiaperSoft drinksDetergent barFabric conditionerSanitary napkinToothpasteRefrigeratorwww.hannahabellera.blogspot.com
  10. 10. Scientific MethodResearch CreativityMultiple MethodsInterdependenceValue and Cost of InformationHealthy SkepticismEthical MarketingConcept 4Characteristics of Good Marketing Researchwww.hannahabellera.blogspot.com
  11. 11. Example4“Know Your Shopper, Grow Your Revenue”How they do it?Consumer Panels and Retail Measurement- Nielsen Consumer Panels- Point-of-Sale (POS) TechnologyAdvanced Analytics- Nielsen Catalina Solutionswww.hannahabellera.blogspot.com
  12. 12. A demand is an economic principlethat describes a consumers desire and willingnessto pay a price for a specific goodor service.www.investopedia.comConcept 5What is Demand?www.hannahabellera.blogspot.com
  13. 13. PotentialMarketAvailableMarketTargetMarketPenetratedMarketMeasures of Market Demandswww.hannahabellera.blogspot.com
  14. 14. Demand of P&G Products Example5High or Low demand of products?P&G has the largest lineup of leading brands in industryOver 20 brands reaching over $1 billion in annual salesAnother 20 brands generating around $500 million ormore in annual saleswww.hannahabellera.blogspot.com
  15. 15. • Prediction of what will happen to your companys existingproduct sales• Uses a multi-functional approach• Consider inputs from sales and marketing, finance, andproduction should be considered• Final demand forecast is the consensus of all participatingmanagershttp://www.smetoolkit.org/smetoolkit/en/content/en/416/Demand-Forecasting#sthash.jm67bOrA.dpufConcept 6Forecasting Demandwww.hannahabellera.blogspot.com
  16. 16. Example6has deployed Terra’s Demand Sensing toroughly 75% of its global business• Multi-Enterprise Demand Sensing• Inventory Optimization• Transportation Forecastingwww.hannahabellera.blogspot.com
  17. 17. Remember This…“The aim of marketing is toknow and understand thecustomer so well the product orservice fits him and sellsitself".-Peter Drucker-www.hannahabellera.blogspot.com
  18. 18. Summarywww.hannahabellera.blogspot.com
  19. 19. Hannah Rhuelle B. AbelleraAteneo Graduate School of Businesswww.hannahabellera.blogspot.com
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