Siam turakij research presentation

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Siam turakij research presentation

  1. 1. Marketing Research Presented By: Billionaire‟s Club
  2. 2. RecommendationsResearch Method ResultsIntroduction Introduction
  3. 3. RecommendationsResearch Method ResultsIntroduction Trends  More people become interested in business newspaper after the crisis in 1997  Including college students and street vendors  Business media grows rapidly
  4. 4. RecommendationsResearch Method ResultsIntroduction Than Settakit Founded in 1981 Rank number 1 in the market Has its own publisher
  5. 5. RecommendationsResearch Method ResultsIntroduction Prachachat Turakit  Founded in 1977  Owned by Mathichon  Also published a daily version
  6. 6. RecommendationsResearch Method ResultsIntroduction Research Objective  Find out the reason why current customers are loyal to the brand  Find out the reason why non-users of Siam Turakij are not buying it  Behavior of newspaper buyer in different distribution channels
  7. 7. RecommendationsResearch Method ResultsIntroduction Research Method  Depth-Interview  Observation Research Objective Research Methods 1) Find out the reason why current customers are loyal to the brand In-Depth Interview 2) Find out the reason why non-users of Siam Turakij are not buying it In-Depth Interview 3) Behavior of newspaper buyer in different distribution channels Observation
  8. 8. RecommendationsResearch Method ResultsIntroduction Sampling Sample Plan (3 groups of population) 1. Those who read other brands of 3 days business newspaper (non-users) 2. Those who actually read Siam Turakit newspaper (users) 3. Bookstore staffs Population
  9. 9. RecommendationsResearch Method ResultsIntroduction Sampling  Non-users • Convenience sampling method • Senior university students and white collar workers • Find them from some business locations and shopping malls • Can identify what feature people want to read about and Siam Turakij does not have
  10. 10. RecommendationsResearch Method ResultsIntroduction Sampling  Users • No specific demoghaphics  Bookstore staffs • Have direct experience with customers‟ behavior
  11. 11. RecommendationsResearch Method ResultsIntroduction Sampling  Sample Size (Total respondents of 15 people) • 9 non-users • 3 users • 3 bookstore staffs
  12. 12. RecommendationsResearch Method ResultsIntroduction Research Method # 1 In-Depth Interview  In-Depth Interview • Use to gain opinions • Main method in our research • Learn more about the specific characteristics and practices directly from those who are the user, non-user, user of competitors • Semi - Structured Format
  13. 13. RecommendationsResearch Method ResultsIntroduction Research Method # 1 In-Depth Interview  Non-User In-Depth Interview Analysis • 2 out of 8 only recognize Siam Turakij • Challenge in creating awareness • Se-ed, Nai-in, Traditional Book stores • Most of users already have favorite brand Non-User User Staffs Population of in-depth interview
  14. 14. RecommendationsResearch Method ResultsIntroduction Research Method # 1 In-Depth Interview  Non-User In-Depth Interview Analysis • Users want more lifestyle article in 3-days business newspaper • Siam Turakij can be purchase as an alternative but it has to be more appealing
  15. 15. RecommendationsResearch Method ResultsIntroduction User In-Depth Interview Analysis  Problem • Problem with the distribution channel • Poor Shelf Space • Rarely available • A few chooses to subscribe
  16. 16. RecommendationsResearch Method ResultsIntroduction User In-Depth Interview Analysis  Purchasing Factors • Introduced by a friend or trial • Read because they like the quality of the paper and the news • Most reads it as an addition to daily newspaper • Uses “Easy to read language”
  17. 17. RecommendationsResearch Method ResultsIntroduction User In-Depth Interview Analysis  Comment and Suggestion • Differentiate • More detailed information • Better insight • Interesting and colorful words from famous columnist
  18. 18. RecommendationsResearch Method ResultsIntroduction Staff In-Depth Interview Analysis  Problem • Never sold more than 3 newspaper in a day • Some days, none is sold • Consumers rarely comes and ask for Siam Turakij • The location of newspaper on the shelf is nowhere to be seen o The newspaper has no separated category o The amount displayed depends on the shelf space availability
  19. 19. RecommendationsResearch Method ResultsIntroduction Observational
  20. 20. RecommendationsResearch Method ResultsIntroduction Observational  Observe consumer behavior at point of purchase  Learn the response of the customer in the natural setting  Get opinion of the product at point of purchase
  21. 21. RecommendationsResearch Method ResultsIntroduction Observational – Collect Data  Disguised • Observing the overall behavior of both the buyer and the staff. • Searching for the purchasing behavior  Mystery Shopper • Act as a users • Ask simple questions • Observe surroundings
  22. 22. RecommendationsResearch Method ResultsIntroduction Observational – Collect Data  Unstructured • Anything could happened out of the blue. • No guideline • No boundaries
  23. 23. RecommendationsResearch Method ResultsIntroduction Observational – Analysis  Low brand awareness  Low sales turnover  Staff do not display Siam Turakij newspaper  Bad Shelf space  The competitors have stronger brand value
  24. 24. RecommendationsResearch Method ResultsIntroduction Observational – Chat Log Naiin shop The Circle Ratchapruk Date: Saturday 21st of April 2010 Time: 15:00 Researcher: Are there Siam Turakij newspaper? Staff: Yes, but it not on the shelf. (The staff then walk to the cupboard at the back of the store and pick up the Siam Turakij newspaper from inside where no one can see.) Researcher: Are there any other 3 days business newspaper? Staff: Thansetagit and Prachachat are all sold out. (Then I pick up that Siam Turakij newspaper and buy it.)
  25. 25. RecommendationsResearch Method ResultsIntroduction Recommendations • Lack of brand awareness and Limitations in product availability • Users focus on the idea of buying a 3-day business newspaper, not the brand. • Most are brand switcher except for subscribers • Seek another brand of the same category • Opportunity to capture gap in the market
  26. 26. RecommendationsResearch Method ResultsIntroduction Recommendations (Continued) • New marketing mix • To capture future potential target audience • Budget allocation: Product-> Place-> Promotion-> Price
  27. 27. RecommendationsResearch Method ResultsIntroduction Product Recommendations  Layout • Increase Logo Size • Decrease advertisement near the logo in the cover page
  28. 28. RecommendationsResearch Method ResultsIntroduction Product Recommendations  Layout • Increase attractiveness >> Headline of the newspaper. • Read me now look
  29. 29. RecommendationsResearch Method ResultsIntroduction Product Recommendations  Attract new users by „Well-Known Columnist‟ • Many users are attracted to newspaper because of certain columnist • Opportunity to attract non-user • Non-user >> User
  30. 30. RecommendationsResearch Method ResultsIntroduction Price Recommendations  Maintain the current price
  31. 31. RecommendationsResearch Method ResultsIntroduction Distribution Channel  Expand market coverage  Channel audit • Out of stock • Shelf display
  32. 32. RecommendationsResearch Method ResultsIntroduction Communication  Create brand awareness • Place own newspaper shelf in target market locations
  33. 33. RecommendationsResearch Method ResultsIntroduction Communication  Form a strategic alliance with these company • Promote the brand • Give away sample • Offer to educate the participant • Co-promotion More people are interested in
  34. 34. RecommendationsResearch Method ResultsIntroduction Q & A Session

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