The document summarizes a group project on the company Intuit. It includes the group members, an introduction to Intuit covering its founding year, founder, first product, products, and target market. It then summarizes Intuit's use of consumer research methods like site testing, lab testing, and remote testing to understand future requirements. Intuit develops consumer-oriented, easy to use products and evolves its promotion strategies from traditional to modern methods. It measures promotion effectiveness using metrics like velocity, share of voice, voice quality, and sentiment.

2. Group 4
Name Roll number
Anamika Kadam 64
Vidit Modi 74
Shreyas Gadekar 84
Divya Chodankar 94
Amit Jadhav 104
Amey Agaskar 114

3. Introduction
Foundation year
Founder
First Product
Products
Target Market

4. Summary of the Case
Microsoft VS Intuit
20% on consumer research
Seasonal demand
Measuring the impact of promotions

5. Summary of the case
Consumer based survey methods
Site Testing
Lab Testing
Remote Testing
Extensive research for the future requirements

6. Summary of the case
Consumer oriented range of products
Simple understandable product
Easy to use interface
Production promotion evolution
Traditional ways of promotion
Modern ways of Promotion

7. Summary of the case
Measuring the effectiveness promotion
Velocity
Share of voice
Voice quality
Sentiment

8. Question and Answer
1. Elaborate on Intuit’s use of customer research. Why did it
work so well for the company?
Visit sites, lab studies.
Direct Interaction.
Spends on R&D.
Customer mindset.
Trends.

9. Question and Answer
2. Could anything go wrong for Intuit now that it has
beaten out Microsoft? Why or why not?
Till now they done exceptionally well in sectors like,
Marketing
Customer Research
Technology
Financial Services
Client Advisory Services

10. Question and Answer
Where it could go wrong?
The Product Life Cycle
Technology and Trends
Raised Expectations
Market competition

11. Question and Answer
3. How should Intuit gauge the results of its research among
younger consumers with mobile devices?
 Reviewing the comments from the PlayStore and App
Store.
 Voting on Social Media.
 Reviewing Tweets with respect to Intuit.
 Addressing grievance mail of the consumer.
 Conducting Surveys.

12. Learning
User friendly product
Future oriented products
Sustaining competition
Evolution in promotions
Measuring of promotions
Insighting opportunities

13. Current Scenario
Marketing strategy
Intuit embraces its digital strategy
Marketing Breakthroughs
Market Performance
Revenue Earned in 2016
Market Share
Competitive Products
 QuickBooks- FreshBooks and Zoho Books
 TurboTax- H&R Block and Tax Act

14. Intuit Products in Digital Market

15. Current Product
Quicken.
QuickBooks.
TurboTax.
Mint.com.
TaxCaster.

16. Existing Product Range

17. Ad campaign