Presentation1 b prelim data

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  • Identifying primary target marketFurther research via surveying Can formal be informalAssess correct marketing and product mixesDevelop and implement direct and indirect marketing initiatives
  • Presentation1 b prelim data

    1. 1. MARKETING RESEARCH Preliminary Results Timeline
    2. 2. TimeLine RESEARCH OBJECTIVES A REVIEW DATA COLLECTION RESEARCH METHODS MARKET OVERVIEW THE PIE MARKET CAPITALIZATION OUR PIECE PROSPECT ANALYSIS THE REST NEXT STEPS WHERE ARE WE GOING? CONCLUSION
    3. 3. Research Objectives• How big is the pie?• How big is our piece?• What do we know about the rest of the pie? (ingredients)
    4. 4. DATA COLLECTION How was it done?
    5. 5. Our Data Collection Process 1 2 3 Data Gathering Data Cleaning Data Merging• “Secondary” Data • NAICS Identifiers • Export to Excel • 9000 Units • Removing of duplicates • Choice of Keys• MEMLINK • Removal of duplicates• Definition of Geo Area• Key Identifiers
    6. 6. MARKET OVERVIEW “The Pie”
    7. 7. GEO-Analysis.WHERE IS EVERYONE? East Kootenay 5.84% Kelowna 27.90%The Okanagan accounts for the majority offirms located in our region. Kamloops 22.98%Kamloops alone accounts for almost ¼ ofthe market within the specified territory. P Other enticton 4.98% 8.44% West Kootenay 10.68% Vernon 19.18%
    8. 8. Categorical Distribution Public Buyers• General contractors dominate Associate 1% 1% the market with 52% – High turnover rate Trade• Trade contractors accounting Contractor 23% for almost ¼ of firms meeting criteria – Differences between the two General Contractor will be interesting Professional 52%• Professionals firms account for 18% a surprising 18% of current market. Manufacturer /Supplier 5%
    9. 9. MARKET CAPITALIZATION “Our Piece”
    10. 10. Market Overview602members matching criteria Members 17% Non Members 83% 2878 prospects matching criteriaWe capture 17.3% of the total market
    11. 11. Our Members Who are they? Where are they? East Associate Associate - Penticton Kootenay 3% Public Buyers 5.48% 6.31% 6% General Kamloops Contractor 21.76% Trade 18%Contractor 49% Kelowna 44.19% Other 5.32% Manufacturer/ Supplier 19% Vernon 11.30% West Kootenay 5.65% Professional 5%
    12. 12. Member Category Distribution 300 250 200 150 100 50 0 Associate - General Manufacturer Trade Public Buyers Contractor /Supplier Contractor Associate Professional Grand TotalRegion East Kootenay 0 7 7 6 0 18 38Region Kamloops 3 4 25 23 7 69 131Region Other 4 0 6 11 1 10 32Region West Kootenay 0 7 6 2 2 17 34Region Vernon 2 9 12 9 3 33 68Region Kelowna 6 6 48 58 19 129 266Region Penticton 0 6 4 6 1 16 33
    13. 13. PROSPECT ANALYSIS The Rest
    14. 14. Geographical Overview (Prospects) East Kootenay 5.84% Kelowna 24.22% Kamloops 25% Penticton 9.10% Other Vernon West 12% 20.88% Kootenay 14%
    15. 15. Categorical Overview(Prospects) Associate - Public Buyers 0% Trade Contractor 18% Professional 21% General Contractor 59% Manufacturer/Sup plier 2%
    16. 16. Category vs. Location (Prospects) 350 300 250 200 East Kootenay 150 Kamloops 100 Other 50 West Kootenay 0 General Contractor Manufacturer/Suppli Professional Trade Contractor Vernon erEast Kootenay 76 1 17 74 KelownaKamloops 236 15 115 307Other Penticton 63 1 25 53West Kootenay 116 3 88 128Vernon 216 11 106 268Kelowna 198 18 168 313Penticton 86 4 62 110
    17. 17. Sales vs. Location(Prospects) 300 Sales Measured in Millions (per Annum) 250 200 150 East Kootenay 100 Kamloops 50 0 Kelowna F G A ( <0.5) B (0.5 C D E (10<X<20 (20<X<50 Other <X<1) (1<X<2.5) (2.5<X<5) (5<X<10) ) ) East Kootenay 56 65 43 4 Penticton Kamloops 214 243 168 35 10 3 Vernon Kelowna 234 255 164 35 9 Other 50 48 32 8 1 1 2 West Kootenay Penticton 78 113 59 10 2 Vernon 192 233 140 32 4 West Kootenay 130 123 67 11 3 1 • Sales data is a determinant of potential member fees • Kamloops has the highest frequency of firms with > 1 million in sales
    18. 18. Kamloops Region(Overview) • 2nd lowest (tied) for proportion of Associate 0% Associate - Public Buyers 1% Professional firms General Contractor • Very representative of 32% the current market (hyp) – Important for testing Trade Manufacturer/ Supplier new launches etcContractor 5% 47% Professional 15%
    19. 19. Kamloops Region (Overview, cont) 0% 0% Company Size 0% Sales Volume 2% 2% 0% 0% A (1<X<4) 9% 5% B (5<X< 9) A ( <0.5) 32% B (0.5 <X<1) C (10 <X< 19) 25% C (1<X<2.5) 28% D (20 <X< 49) D (2.5<X<5) E (5<X<10) 61% E (50 <X< 99) F (10<X<20) F (100 <X< 249) G (20<X<50) 36% G (250 <X< 499) • ≈ 89% of companies in this region have <10 employees • 2nd highest proportion of companies with >$10 Million in sales – Very important for forecasting
    20. 20. Kamloops Region (Our Piece) Trade Contractor Professional Manufacturer/Supplier General ContractorAssociate - Public Buyers Associate 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Associate - General Manufacturer/ Trade Associate Professional Public Buyers Contractor Supplier Contractor No 0 0 427 10 116 120 Yes 3 4 25 23 7 69• Better representation among this regions trade contractors and manufacturers• Very little representation in this region’s 2nd largest group -GCs
    21. 21. NEXT STEPS What can we do with this data?
    22. 22. Modeling Member BehaviorDevelop Conduct Create ConductPrimary Direct Differentiated IndirectMaterials Initiatives Materials Initiatives ASSESS Gather Gather Identify Secondary Primary Target Data Data
    23. 23. CONCLUSION “Thanks for Watching”

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