Rm 3

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Rm 3

  1. 1. Lecture 3 Farha Hassan
  2. 2. <ul><li>Definition </li></ul><ul><li>Application of the scientific method in searching for the truth about marketing phenomena. </li></ul>
  3. 3. <ul><li>Marketing Intelligence </li></ul><ul><li>Marketing Research </li></ul><ul><li>Ongoing process </li></ul><ul><li>Usually done in-house </li></ul><ul><li>Not meant for immediate action </li></ul><ul><li>General purpose </li></ul><ul><li>Focus on competition and environment </li></ul><ul><li>Project based on information gap </li></ul><ul><li>Mostly outsourced to MR companies </li></ul><ul><li>Action oriented </li></ul><ul><li>Very specific answers to questions </li></ul><ul><li>Focus on consumers, influencers, etc </li></ul>
  4. 4. <ul><li>BASIC M.R </li></ul><ul><li>APPLIED M.R </li></ul><ul><li>Conducted without a specific decision in mind. </li></ul><ul><li>Does not address the needs of a specific organization. </li></ul><ul><li>Does not aim at solving a particular problem. </li></ul><ul><li>Conducted with a specific decision in mind. </li></ul><ul><li>Address the need of a particular organization. </li></ul><ul><li>Aims at solving a particular problem. </li></ul>
  5. 5. <ul><li>What do we sell? </li></ul><ul><ul><li>Tangible/Intangible benefits </li></ul></ul><ul><li>How do consumers view our company? </li></ul><ul><ul><li>Favourably/ Unfavourably/ Neutral </li></ul></ul><ul><li>What does our company/product mean? </li></ul><ul><ul><li>What does the packaging and promotion mean to customers? </li></ul></ul><ul><li>What do consumers desire? </li></ul><ul><ul><li>How can company make life of consumers better? </li></ul></ul><ul><ul><li>How can it do it in a way that cannot be easily duplicated? </li></ul></ul>
  6. 6. <ul><li>Johnson & Johnson Band Aid </li></ul><ul><li>Allen Solly- Women’s Western Wear </li></ul><ul><li>Johnson’s Baby Lotion </li></ul>
  7. 7. Pricing research Product research Distribution research Promotion research Concept research
  8. 8. Pricing research Product research Distribution research Promotion research Concept research
  9. 9. <ul><li>During a product launch, there would be several stages, the first stage is the concept development and testing. </li></ul><ul><li>The idea may come from many sources. </li></ul><ul><li>Whatever may be the source, it is generally researched further through concept testing before it goes into other stages. </li></ul><ul><li>Eg </li></ul><ul><li>Fabric softner. </li></ul>
  10. 10. Pricing research Product research Distribution research Promotion research Concept research
  11. 11. <ul><li>Includes studies designed to evaluate and develop new products and to learn how to adapt existing product lines. </li></ul><ul><li>Concept testing exposes potential customers to a new product idea to judge the acceptance. </li></ul><ul><li>Product testing reveals the product prototype’s strengths and weakness. </li></ul><ul><li>Brand name evaluation studies investigate whether a name is appropriate for a product. </li></ul>
  12. 12. <ul><li>Package testing assesses size, color, shape, ease of use and other attributes of a package. </li></ul><ul><li>Eg: Cheetos, first brand of American snack food to be made and marketed in China was tested in China with 600 flavours and finally only 2 flavours were launched. </li></ul>
  13. 13. Pricing research Product research Distribution research Promotion research Concept research
  14. 14. <ul><li>Pricing involves the amount of monetary sacrifice that best represents the value customers perceive in a product. </li></ul><ul><li>Most organizations conduct pricing research. </li></ul><ul><li>Pricing research investigates the way people respond to pricing tactics. </li></ul><ul><li>How do customers respond to price reductions? </li></ul><ul><li>How much are they willing to pay for some critical product attribute? </li></ul><ul><li>Do price gaps among National, Regional and Private label brands exist? </li></ul>
  15. 15. <ul><li>Do you think the price of “Brand A” of TV is appropriate? </li></ul><ul><li>Wrong way to ask question. </li></ul><ul><li>It may require experience of several price related studies before one begins to appreciate the nuance of consumer behavior related to price. </li></ul>
  16. 16. Pricing research Product research Distribution research Promotion research Concept research
  17. 17. <ul><li>Distribution research is typified by studies aimed at selecting retail sites or warehouse locations. </li></ul><ul><li>A survey of retailers or wholesalers may be conducted as the actions of one channel member can greatly affect the performance of other channel members. </li></ul><ul><li>This study gives knowledge about retailers’ and wholesalers’ operations. </li></ul>
  18. 18. <ul><li>Research focused on developing and improving the efficiency of marketing channels is extremely important. </li></ul><ul><li>E.g. 1 </li></ul><ul><li>TV technology has advanced greatly. As a result more and more customers are having home theatres, satellite TV, etc. how will this affect the traditional channels of distribution of motion pictures ??? </li></ul>
  19. 19. <ul><li>E.g. 2 </li></ul><ul><li>Prescription drugs can be purchased via internet. For the consumer, this marketing channel bypasses the traditional doctors and pharmacists’ visit. Now, for a pharmaceutical firm, </li></ul><ul><ul><li>Is it wise to take advantage of this channel? By removing the family doctor, </li></ul></ul><ul><ul><li>Does the drug seem to be less effective? </li></ul></ul><ul><ul><li>If so, is the brand reputation harmed? </li></ul></ul>
  20. 20. Pricing research Product research Distribution research Promotion research Concept research
  21. 21. <ul><li>It investigates the effectiveness of advertising, premiums, coupons, sampling, discounts, public relations and other sales promotions. </li></ul><ul><li>However, most time is spent on “Advertising research” </li></ul>
  22. 22. <ul><li>Two major categories in advertising research are: </li></ul><ul><ul><li>Copy testing </li></ul></ul><ul><ul><li>Media research </li></ul></ul>
  23. 23. <ul><li>It includes research into all aspects of advertising- brand awareness, brand recall, copy recall, recall of slogan or jingle, celebrity endorsement, etc </li></ul><ul><li>A ‘Copy’ is a name given to text used in an advertisement. </li></ul>
  24. 24. <ul><li>The major activity under this category is research into viewership of specific television programmes on various TV channels </li></ul><ul><li>Specialised agencies like A C Nielsen offer viewership data worldwide. </li></ul><ul><li>In India, ORG-MARG and IMRB offer this service. </li></ul><ul><li>They offer peoplemeter data with brand names of TAM and INTAM. </li></ul>
  25. 25. <ul><li>Though very useful most of the time, it is not the only input for decision making. </li></ul><ul><li>Many small businesses run without doing marketing research and very successful too. </li></ul><ul><li>Many managers base their work on judgement, intuition and perceptions rather than numerical data. </li></ul><ul><li>Eg: Hot Shot Camera </li></ul><ul><li>Time taken should be minimum in dynamic world. </li></ul>
  26. 26. <ul><li>Any information collected from a respondent should not be misused for any other purpose. </li></ul><ul><li>Forcing respondents to answer the questions is not professionalism. </li></ul><ul><li>Confidentiality of replies should be protected. </li></ul><ul><li>If questions are embarrassing, they can have an option to avoid it. </li></ul>

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