Marketing research is the systematic process of designing, collecting, analyzing and reporting data to address a specific marketing problem or opportunity. It helps companies gain a deeper understanding of customer needs, reduce risks of product failure, and forecast future trends. The findings of marketing research are used to identify opportunities and issues, develop and evaluate marketing strategies, monitor performance, and improve decision making.

1. MARKETING RESEARCH

2. DEFINITION
– “MARKETING RESEARCH IS THE SYSTEMATIC DESIGN,
COLLECTION,
ANALYSIS AND REPORTING OF DATA AND FINDINGS
RELEVANT TO A SPECIFIC MARKETING SITUATION FACING
THE COMPANY.”

3. Marketing research is the process of
• Designing
• Gathering
• analyzing reporting information that may
be used to solve a specific marketing
problem.

4. • Gain a more detailed understanding of consumers’
needs: – e.g., views on products’ prices, packaging,
recent advertising campaigns
• Reduce the risk of product/business failure: –
there is no guarantee that any new idea will be a
commercial success – Can help to achieve
commercial success
• Forecast future trends: – it can also be used to
anticipate future customer needs

5. USES
• Identify marketing opportunities and problems
• Generate, refine, and evaluate potential marketing actions
• Monitor marketing performance
• Improve marketing as a process
• Reduces uncertainty & risk
• Helps focus decision making

6. BUYING AND ASSEMBLING
 IT INVOLVES COLLECTING RAW MATERIAL FROM DIFFERENT
 SOURCES AT ONE PLACE FOR PRODUCTION. THIS FUNCTION IS
 IMPORTANT AS QUALITY AND PRICE OF RAW MATERIAL DETERMINE
 COST AND QUALITY OF THE FINAL PRODUCT.

7. MARKET PLANNING
 MARKET PLANNING IS THE PROCESS OF ORGANIZING
AND DEFINING
 THE MARKETING OBJECTIVES OF THE BUSINESS AND
CREATING STRATEGIES TO ACHIEVE THEM.

9. PRODUCT DEVELOPMENT AND DESIGN
• PRODUCT DEVELOPMENT AND DESIGN PLAY AN IMPORTANT ROLE IN THE
SELLING OF THE PRODUCT.
• PRODUCT DEVELOPMENT IS CONTINUOUS PROCESS AS THE REQUIREMENTS OF
THE CUSTOMER CHANGE FROM TIME TO TIME.
• PRODUCT DESIGN INCLUDES DECISION RELATED TO QUALITY, STANDARDS,
SHAPE, DESIGN, PACKING, COLOR ETC. OF THE PRODUCT
• . CONSUMER ALWAYS PREFER BETTER AND ATTRACTIVELY DESIGNED PRODUCT.
• GOOD DESIGN OF THE PRODUCT GIVES COMPETITIVE ADVANTAGE TO THE
BUSINESS.

10. PRODUCT
STANDARDIZATION

11. Product standardization refers to the process of maintaining
uniformity of products and services sold in different markets or in
other words setting identical characteristics for a particular goods or
a service.
For an example, if a particular company comes up with the decision of
standardizing the product then the product is being manufactured using
the same materials, same processes and even sold under the same
name.

12. STANDARDIZATION AND GRADING
• STANDARDIZATION MEANS TO DETERMINE STANDARDS
RELATED TO PROCESS, SIZE, QUALITY, DESIGN, WEIGHT,
COLOUR ETC. OF THE PRODUCT.
• IT HELPS IN ENSURING UNIFORMITY IN THE QUALITY OF THE
PRODUCT.
• IT HELPS IN ACHIEVING CUSTOMERS' LOYALTY TOWARDS THE
PRODUCT.

13. STANDARDIZATION PROMOTES THE UNIFORMITY AMONG
THE PRODUCTS AND SERVICES AND HENCEYIELDS THE
ADVANTAGES. THIS DOES NOT GIVE ADVANTAGES ONLY TO
THE ORGANIZATION BUT ALSO TO THE CUSTOMERS AS
WELL.

14. North American red bull: Red is a symbol of action and
courage Silver-symbol of maturity Blue-symbol of youth
spirituality and peace
Chinese Red Bull: Red-symbol of good luck Gold- symbol of
wealth and happiness

15. GRADING
 GRADING IS THE PROCESS OF CLASSIFICATION OF PRODUCTS
ACCORDING TO SIMILAR CHARACTERISTICS AND/OR QUALITY.
 GRADING IS DONE ON THE BASIS OF THEIR FEATURES LIKE SIZE,
SHAPE QUALITY ETC. GENERALLY GRADING IS DONE IN CASE OF
AGRICULTURAL PRODUCTS LIKE WHEAT, RICE, POTATOES ETC.

17. PACKAGE AND LABEL
• CREATES THE FIRST IMPRESSION ON THE CONSUMER ABOUT THE
PRODUCT.
• ATTRACTIVE PACKAGE AND LABEL CAN HELP TO MAKE PRODUCT
SUCCESSFUL.
• PACKAGING MEANS DESIGNING THE PACKAGE FOR THE PRODUCT.
• IT HELPS TO AVOIDING BREAKAGE, DAMAGE AND DESTRUCTION OF THE
PRODUCT.

18. • At the same time when the shampoo of Dove is being sold the
Dove company use different packaging to reach different
markets. To Islamic countries they use a girl with a scarf and
to the other countries which are not Islamic, a girl without a
scarf is used.
Dove promo in
Iran
Dove promo International
Version

19. LABELLING
• LABEL IS A SLIP WHICH IS FOUND ON THE PRODUCT AND
PROVIDES ALL THE INFORMATION REGARDING THE PRODUCT
AND ITS PRODUCER.
• THE SLIP ON WHICH ALL THIS INFORMATION IS PROVIDES IS
CALLED AS LABELAND ITS PROCESS IS CALLED AS LABELING.

21. “A NAME, LOGO, OR SYMBOL THAT EVOKES
IN CUSTOMERS A PERCEPTION OF ADDED
VALUE FOR WHICH THEY WILL PAY A
PREMIUM PRICE.”
John Torella, J.C. Winters Group, Toronto
“A product with a personality.”
Chris Staples, Rethink, Vancouver
Marketing communications in any form has an impact on customers’
perceptions.

22. (1) brands add emotions and trust help create a relationship between brands and
consumers, which ensures consumers’ loyalty to the brands.
(2)Brands create aspirational
(3)The branded lifestyles extol values over and above the brands’ product or
service category that allow the brands to be extended into other product and
service categories.
(4)The combination of emotions, relationships, lifestyles and values allows
brand owners to charge a price premium for their products and services, which
otherwise are barely distinguishable from generics.
WHAT IS A BRAND ?

23. WHAT IS A BRANDING ?
Branding is a combined effort of the company which is projected to the consumer.
Company Consumer
Marketing
Design
Brand

25. CUSTOMER SUPPORT SERVICE
• IT HELP TO GAIN CUSTOMER'S LOYALTY.
 THE SUPPORT SERVICES LIKE
1. PRE-SALES SERVICE
2. CONSUMER HELPLINE
3. AFTER SALES SERVICE
4. TECHNICAL ASSISTANCE, PRODUCT DEMO

26.  PRICE OF THE PRODUCT DECIDES THE SUCCESS OR FAILURE OF
THE PRODUCT.
 WHILE DETERMINING THE PRICE OF THE PRODUCT BUSINESSMAN NEEDS
TO CONSIDER FACTORS LIKE
• COST
• DESIRED PROFIT
• PRICE OF THE COMPETITOR'S PRODUCT
• DEMAND FOR THE PRODUCT
• MARKET CONDITION

27. PROMOTIONAL CHANNELS
 PROMOTION IS THE PROCESS OF INFORMING THE CONSUMERS ABOUT THE
PRODUCTS, THEIR FEATURES, USES, PRICES ETC AND ENCOURAGING THEM
TO BUY THESE PRODUCTS.
 IMPORTANT TOOLS OF PROMOTION
1. ADVERTISING
2. PERSONAL SELLING
3. PUBLICITY
 PROMOTIONALACTIVITIES HELP TO INCREASE BRAND AWARENESS IN THE
MARKET.

28. DISTRIBUTION
 DISTRIBUTION IS THE SET OF ACTIVITIES WHICH IS CONCERNED WITH
EFFICIENT MOVEMENT OF FINISHED GOODS FROM THE PLACE OF
PRODUCTION TO THE CONSUMER.
 IMPORTANCE OF PHYSICAL DISTRIBUTION FOR A FIRM DEPENDS ON
THE TYPE OF PRODUCT AND LEVEL OF CUSTOMER SATISFACTION
DESIRED.

29. TRANSPORTATION:
 TRANSPORTATION MEANS PHYSICAL MOVEMENT OF GOODS FROM THE
PLACE OF PRODUCTION TO THE PLACE OF CONSUMPTION.
 TRANSPORTATION INCLUDES TRANSPORTATION OF FINISHED GOODS AS
WELLAS OF RAW MATERIAL.
 PLACE UTILITY IS CREATED BY TRANSPORTATION ACTIVITY.

30. WAREHOUSING:
 THERE IS A TIME-LAG BETWEEN THE PURCHASE OR PRODUCTION OF
GOODS AND THEIR SALE. IT IS IMPORTANT TO STORE THE GOODS AT A
SAFE PLACE DURING THIS TIME-LAG.
 WAREHOUSE HELPS TO MAINTAIN A SMOOTH FLOW OF GOODS.
 IT ALSO HELPS IN STABILIZING PRICES IN THE MARKET.
 WAREHOUSING CREATES TIME UTILITY.