The document discusses research methods for a company called Fruitzone India Limited investigating the potential launch of packaged sugarcane juice. It describes exploratory research conducted including secondary research, focus groups, and in-depth interviews. The research aims to understand consumer perceptions and identify target segments, preferred pricing, flavors, and packaging for sugarcane juice. A survey is proposed to further address research questions regarding willingness to purchase sugarcane juice, satisfaction with an existing brand, and preferences. The survey questions are mapped to the research objectives to ensure all questions are answered.
This document provides a case study and agenda for SG Cowen's recruitment process of new candidates. SG Cowen focuses on recruiting from top business schools to find loyal, committed candidates with strong cultural fits. They also consider candidates from other top universities and former associates. The selection process involves on-campus interviews and assessments at "Super Saturday" events. While this process allows for collective decision making, it could be improved with online testing and multiple interview phases to reduce bias. The document analyzes four candidate profiles and considers their strengths and weaknesses for the role.
Starbucks was facing declining customer satisfaction due to perceived issues like prioritizing profits over experience and slower service times. While it was highly successful initially by focusing on quality coffee and atmosphere, the brand was seen as less trendy and partners were providing unsatisfactory service. It is recommended that Starbucks invest $40 million to improve partner training and speed of service to convert satisfied into loyal customers. Converting just 46 more customers per store per day to highly satisfied would allow the investment to break even.
Zenith (HDTV) Case Study by Dhiraj AgarwalDhiraj Agarwal
1) Zenith is considering conducting marketing research to forecast demand for its new HDTV product with a wider 16:9 aspect ratio screen.
2) The group evaluated several research alternatives and recommended qualitative research with early adopters to understand factors influencing early adoption.
3) The plan of action involves designing the research, developing questions, sampling participants, and identifying factors that will determine pricing preferences and inform future marketing strategies.
SaleSoft, Inc was founded in 1993 to develop software that drives efficiencies in sales, marketing, and customer service processes. Their flagship product is PROCEED, a comprehensive sales automation system (CSAS). PROCEED automates the entire sales cycle from lead generation to post-sales support. SaleSoft is considering launching a new product called Trojan Horse, focused only on sales automation. Trojan Horse would offer quick entry into new customer accounts but could distract from PROCEED and cannibalize its sales. After analyzing the products, market, and financial projections, the recommendation is for SaleSoft to continue focusing on PROCEED due to its strategic alignment and greater long-term returns.
The marketing manager of Pillsbury's refrigerated baked goods category in Canada faces declining sales and market share. He commissions a market research study to understand consumer preferences and identify the root causes of the problems. The research reveals significant differences between Canadian and US consumers in terms of baking preferences and attitudes towards cookies. It also shows the company was targeting only mothers, missing out on other key segments like kids. Based on these insights, the manager needs to redefine the marketing strategy to target a broader audience, position the products differently to appeal to Canadian preferences, and tailor advertising campaigns for the local market.
ZipCar is a car sharing service that started in Boston in 1999. It operates in 21 cities and owns over 400 vehicles. By January 2005, it had 30,000 registered users gaining 1500 new members monthly. ZipCar positions itself as a low-cost alternative to car rental and ownership. To use ZipCar, users must join, reserve a vehicle, unlock it using their member card, and then return it upon completion of their trip. It uses a membership-based model with different membership plans. Pricing is typically cheaper than traditional car rentals as ZipCar includes gas, insurance, and parking in its rates. Cars are parked in designated areas that members can easily access them. Promotion of ZipCar's service
Atlantic Computer manufactures servers and high-tech products. It dominates the traditional server market but seeks to enter the growing basic server market. It developed the Tronn server and PESA software to accelerate Tronn's speed by 4 times. Atlantic must determine pricing for the Tronn-PESA bundle. Four options are analyzed: 1) include PESA for free 2) price competitively against main rival Ontario 3) use cost-plus pricing 4) value-in-use pricing sharing savings. The analysis recommends value-in-use pricing to demonstrate value to customers while allowing for potential profit sharing that benefits both parties.
This document provides information about General Mills Canada Corporation and their Pillsbury refrigerated cookie business. It discusses their market share and target consumers in Canada. Research showed Canadians prefer scratch baking but working mothers and kids' influence on purchases are opportunities. The recommended target is working mothers and kids. The brand message should highlight how Pillsbury saves time while providing homemade experience. This message could be communicated through kid-friendly packaging, personalization options, and ads showing time savings for busy mothers.
This document provides a case study and agenda for SG Cowen's recruitment process of new candidates. SG Cowen focuses on recruiting from top business schools to find loyal, committed candidates with strong cultural fits. They also consider candidates from other top universities and former associates. The selection process involves on-campus interviews and assessments at "Super Saturday" events. While this process allows for collective decision making, it could be improved with online testing and multiple interview phases to reduce bias. The document analyzes four candidate profiles and considers their strengths and weaknesses for the role.
Starbucks was facing declining customer satisfaction due to perceived issues like prioritizing profits over experience and slower service times. While it was highly successful initially by focusing on quality coffee and atmosphere, the brand was seen as less trendy and partners were providing unsatisfactory service. It is recommended that Starbucks invest $40 million to improve partner training and speed of service to convert satisfied into loyal customers. Converting just 46 more customers per store per day to highly satisfied would allow the investment to break even.
Zenith (HDTV) Case Study by Dhiraj AgarwalDhiraj Agarwal
1) Zenith is considering conducting marketing research to forecast demand for its new HDTV product with a wider 16:9 aspect ratio screen.
2) The group evaluated several research alternatives and recommended qualitative research with early adopters to understand factors influencing early adoption.
3) The plan of action involves designing the research, developing questions, sampling participants, and identifying factors that will determine pricing preferences and inform future marketing strategies.
SaleSoft, Inc was founded in 1993 to develop software that drives efficiencies in sales, marketing, and customer service processes. Their flagship product is PROCEED, a comprehensive sales automation system (CSAS). PROCEED automates the entire sales cycle from lead generation to post-sales support. SaleSoft is considering launching a new product called Trojan Horse, focused only on sales automation. Trojan Horse would offer quick entry into new customer accounts but could distract from PROCEED and cannibalize its sales. After analyzing the products, market, and financial projections, the recommendation is for SaleSoft to continue focusing on PROCEED due to its strategic alignment and greater long-term returns.
The marketing manager of Pillsbury's refrigerated baked goods category in Canada faces declining sales and market share. He commissions a market research study to understand consumer preferences and identify the root causes of the problems. The research reveals significant differences between Canadian and US consumers in terms of baking preferences and attitudes towards cookies. It also shows the company was targeting only mothers, missing out on other key segments like kids. Based on these insights, the manager needs to redefine the marketing strategy to target a broader audience, position the products differently to appeal to Canadian preferences, and tailor advertising campaigns for the local market.
ZipCar is a car sharing service that started in Boston in 1999. It operates in 21 cities and owns over 400 vehicles. By January 2005, it had 30,000 registered users gaining 1500 new members monthly. ZipCar positions itself as a low-cost alternative to car rental and ownership. To use ZipCar, users must join, reserve a vehicle, unlock it using their member card, and then return it upon completion of their trip. It uses a membership-based model with different membership plans. Pricing is typically cheaper than traditional car rentals as ZipCar includes gas, insurance, and parking in its rates. Cars are parked in designated areas that members can easily access them. Promotion of ZipCar's service
Atlantic Computer manufactures servers and high-tech products. It dominates the traditional server market but seeks to enter the growing basic server market. It developed the Tronn server and PESA software to accelerate Tronn's speed by 4 times. Atlantic must determine pricing for the Tronn-PESA bundle. Four options are analyzed: 1) include PESA for free 2) price competitively against main rival Ontario 3) use cost-plus pricing 4) value-in-use pricing sharing savings. The analysis recommends value-in-use pricing to demonstrate value to customers while allowing for potential profit sharing that benefits both parties.
This document provides information about General Mills Canada Corporation and their Pillsbury refrigerated cookie business. It discusses their market share and target consumers in Canada. Research showed Canadians prefer scratch baking but working mothers and kids' influence on purchases are opportunities. The recommended target is working mothers and kids. The brand message should highlight how Pillsbury saves time while providing homemade experience. This message could be communicated through kid-friendly packaging, personalization options, and ads showing time savings for busy mothers.
Merck developed Propecia to treat male pattern hair loss. Clinical trials found that 83% of men maintained their hair and 66% experienced regrowth within a year. However, some men saw no effect and stopping Propecia reversed benefits within a year. A small percentage of men experienced sexual side effects. The potential market was large since hair loss affected many men, but they were often unaware or resigned to it. Existing solutions like transplants, wigs, and Rogaine had limitations. Propecia faced challenges in targeting men just starting to lose hair who would benefit most, and overcoming concerns about side effects mentioned in advertising.
Cisco implemented Oracle's ERP software to address deteriorating legacy systems. A 100-person team selected Oracle over other vendors. The implementation used rapid prototyping through "conference room pilots" to configure the software for Cisco's needs. While go-live faced hardware and capacity issues, strong vendor support stabilized the system within 3 months, concluding a successful ERP implementation.
Eureka Forbes Ltd is a consumer goods company based in Mumbai, India that was founded in 1982. It uses a direct sales model where employees called "EuroChamps" conduct cold calls and home demonstrations to sell water purifiers, vacuum cleaners, and other products. The document discusses Eureka Forbes' sales organization, recruitment and training of EuroChamps, their daily routines, and compensation structure. It also notes some current issues like territory conflicts and outlines changes the new CEO is making, like formalizing training and revising the compensation plan.
Seth Horkum is the strongest candidate for the position at RSH. He has extensive experience as a top-rated sell-side analyst, strong industry knowledge of PowerChip, a commitment to loyalty, and good communication skills. While all candidates have strengths, Seth is the top-ranked by Institutional Investor, has close relationships with companies, and is eager to join and prove himself at RSH. The hiring process could be improved by giving candidates a virtual project to demonstrate their skills and organizing a debate for them to distinguish themselves.
TruEarth is considering expanding into the $53 billion whole grain refrigerated pizza market but has concerns about viability given health concerns and competition. They conducted market research including 300 mall intercepts and an in-home product test of their basic pizza concept. The research found the concept had purchase intent but identified needed improvements like pricing and crust preferences. Sales volume is estimated at $15 million, above the $12 million needed, so the conclusion is TruEarth should launch the product after addressing identified issues.
TruEarth is considering expanding into the refrigerated pizza market from its successful Cucina Fresca fresh pasta brand. While the pizza market is larger, it also has much more competition. Research shows customer interest is high but some have concerns about price and variety. Overall, the findings suggest launching pizza is worthwhile but the company should revisit the price, focus on taste, and develop a better crust.
This document provides information about Asian Paints, including:
- Asian Paints is India's largest and Asia's third largest paint company, established in 1942 and has been the market leader since 1967.
- It discusses Asian Paints' sales structure, product portfolio covering various paint types and solutions, and services like home painting and color consulting.
- The distribution strategy section explains Asian Paints' distribution channels and how it bypassed bulk buyers to focus on individual consumers, especially in semi-urban and rural areas. It also details its nationwide dealer network.
- Key initiatives for recruitment and the recruitment process are summarized along with promotions through campaigns and social media engagement.
JSW is proposing a new distribution model called JSW Shoppe to better achieve its marketing objectives. The model would create exclusive retail outlets across India displaying all JSW products. This would help build the JSW brand and distribution network while directly engaging with end customers. However, there are challenges in implementing the new model, including getting acceptance from dealers and ensuring a steady supply of customized products. Over the next 12 months, JSW will focus on establishing local teams, conducting market analysis, developing localized business plans, and readying products to support the distribution strategy through its new JSW Shoppe dealership model.
Coffee Wars in India examines the competition between global coffee chain Starbucks and Indian chain Café Coffee Day in India's growing coffee shop market. Café Coffee Day has over 1,400 outlets across India but faces competition from Starbucks' expansion. While Café Coffee Day targets young Indian customers and positions itself as an affordable hangout, Starbucks targets upper middle class customers and positions itself as providing a great coffee experience. Both chains differ in their store formats, pricing, promotion strategies, and customer service quality as Starbucks and Café Coffee Day battle for dominance of India's coffee shop market.
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...Abbas Dhuliawala
Tanishq is a jewelry brand owned by Titan Industries, a Tata Group company. It was launched in 1994 to capture the Indian women's jewelry market which was dominated by unorganized local jewelers. Initially, Tanishq faced challenges due to consumers' preference for 22-karat gold and perception of jewelry as investment over ornament. Through market research, Tanishq repositioned itself by offering 22-karat gold, promoting purity using a karat meter, and changing its designs to appeal to local tastes. It also launched sub-brands like GoldPlus to target different segments. Today Tanishq is a leading player with over 165 stores pan-India pursuing opportunities for growth in India and other Asian markets.
Siebel System: Anatomy of a Sale, Part 1Anant Lodha
Gregg Carman's job was to serve financial services clients in the New England region, including FleetBoston, Siebel's largest client. Carman was negotiating a $2.1 million deal with Quick & Reilly, a stockbroker acquired by FleetBoston. After the acquisition, Carman had to decide whether to continue supporting Quick & Reilly or focus on FleetBoston's wishes. The document discusses Siebel's goals, products, partnerships, and approach to ensuring customer satisfaction. It also evaluates Carman's interactions with potential customers from Quick & Reilly.
Classic knitwear and Guardian: A Perfect Fit?ArielJimenez36
This document discusses a decision facing Classic Knitwear about whether to partner with Guardian to launch a new line of insect repellent knitwear. Classic Knitwear specializes in manufacturing unbranded casual knitwear, while Guardian is a brand of insect repellent popular with outdoor enthusiasts. The partnership could help Classic differentiate its products and improve its low gross margins of 18%. However, there are risks around whether the new product line would sell well and whether it aligns with Classic's strategy. The document analyzes different options for the partnership and their pros and cons.
Crown Cork & Seal experienced financial problems in the 1950s leading to bankruptcy but was turned around by John Connelly in 1957 through modernization and restructuring. In the late 1980s, the company pursued acquisitions and international expansion, purchasing Continental Can's operations and expanding into plastics and new markets globally. By the 1990s, Crown Cork & Seal was the largest metal container supplier through restructuring and strategic acquisitions under CEO William Avery.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case AnalysisNikhil Saraf
Nestle Refrigerated Foods (NRFC) was considering extending its successful Contadina pasta brand into refrigerated pizza. It had two options for the pizza product: "Pizza with Toppings" or "Pizza Only". Research showed the "Pizza with Toppings" concept was more popular with consumers but pricing may be too high. NRFC followed guidelines to develop new products through idea generation, testing, and evaluation. While the large pizza market presented an opportunity, launching the product required addressing challenges of price positioning and competition from Kraft.
ATLANTIC COMPUTER: A BUNDLE OF PRICING OPTIONS Akshay Jain
There are four main types of pricing strategies from which Atlantic Computers canchoose. First, Atlantic Computers could stay with the status quo and offer software tools for free. Second, it could choose competitive based pricing. Third it could choose from Cost-plus pricing. Finally, it could choose value-in use pricing.In addition to determining which pricing strategy to use, Atlantic
Shodh proposes appropriate market research methods to help a client understand the market potential for economy housing in Bangalore. The research would collect both primary and secondary data to estimate demand, understand consumer behavior, analyze competitors, and identify the optimal location, features, and pricing. Primary research would involve interviews with industry experts, consumers, salespeople from rival firms, and brokers. Secondary research would analyze public data on competitors' projects and land prices. The research design appropriately considers qualitative and quantitative methods to profile target consumer segments and understand key drivers of purchasing decisions.
The document discusses a case involving ITT Automotive's development of a new generation antilock brake system (ABS) called the MK 20. Senior management favors using a highly automated single production process across four plants, but US plant managers prefer less automation for flexibility.
There are benefits to automation like lower costs and higher quality, but it reduces flexibility for customization and continuous improvement. While standardization improves efficiency, differences across plants in costs and customers should be considered. Plant managers may resist loss of flexibility, so their concerns around automation stagnating processes need to be addressed. Overall options chosen should fit ITT's strategy of reducing costs for popular affordable ABS systems.
The document discusses marketing research for Fruitzone India Limited's potential launch of sugarcane juice. It outlines 7 research questions on topics like willingness to buy, target segments, preferred price, product expectations, brand satisfaction, taste preferences, and packaging format. It then maps each research question to relevant survey questions. The document also discusses pretesting the survey questionnaire to ensure respondents understand the questions and provide reliable data. The next class will cover designing the research questions in more detail through a case study on Fruitzone India Limited.
DePaul Deck for Insights Presentation_May9thAResearchSense
The document provides information about consumer insights for consumer packaged goods companies. It defines what an insight is and is not, discusses how to develop insights, and outlines a typical consumer insights process. The key points are:
- An insight is psychological, empathetic, and explanatory, rather than behavioral, judgmental, or descriptive. It is not exclusive, proprietary, or temporary.
- Developing insights requires distinguishing them from fun facts, product requirements, shopping behaviors, and judgments. It also means not targeting too broadly, observing narrowly, questioning shallowly, or allowing personal biases.
- A typical consumer insights process involves researching trends, the target consumer and their unmet needs, the brand and category role, and
Merck developed Propecia to treat male pattern hair loss. Clinical trials found that 83% of men maintained their hair and 66% experienced regrowth within a year. However, some men saw no effect and stopping Propecia reversed benefits within a year. A small percentage of men experienced sexual side effects. The potential market was large since hair loss affected many men, but they were often unaware or resigned to it. Existing solutions like transplants, wigs, and Rogaine had limitations. Propecia faced challenges in targeting men just starting to lose hair who would benefit most, and overcoming concerns about side effects mentioned in advertising.
Cisco implemented Oracle's ERP software to address deteriorating legacy systems. A 100-person team selected Oracle over other vendors. The implementation used rapid prototyping through "conference room pilots" to configure the software for Cisco's needs. While go-live faced hardware and capacity issues, strong vendor support stabilized the system within 3 months, concluding a successful ERP implementation.
Eureka Forbes Ltd is a consumer goods company based in Mumbai, India that was founded in 1982. It uses a direct sales model where employees called "EuroChamps" conduct cold calls and home demonstrations to sell water purifiers, vacuum cleaners, and other products. The document discusses Eureka Forbes' sales organization, recruitment and training of EuroChamps, their daily routines, and compensation structure. It also notes some current issues like territory conflicts and outlines changes the new CEO is making, like formalizing training and revising the compensation plan.
Seth Horkum is the strongest candidate for the position at RSH. He has extensive experience as a top-rated sell-side analyst, strong industry knowledge of PowerChip, a commitment to loyalty, and good communication skills. While all candidates have strengths, Seth is the top-ranked by Institutional Investor, has close relationships with companies, and is eager to join and prove himself at RSH. The hiring process could be improved by giving candidates a virtual project to demonstrate their skills and organizing a debate for them to distinguish themselves.
TruEarth is considering expanding into the $53 billion whole grain refrigerated pizza market but has concerns about viability given health concerns and competition. They conducted market research including 300 mall intercepts and an in-home product test of their basic pizza concept. The research found the concept had purchase intent but identified needed improvements like pricing and crust preferences. Sales volume is estimated at $15 million, above the $12 million needed, so the conclusion is TruEarth should launch the product after addressing identified issues.
TruEarth is considering expanding into the refrigerated pizza market from its successful Cucina Fresca fresh pasta brand. While the pizza market is larger, it also has much more competition. Research shows customer interest is high but some have concerns about price and variety. Overall, the findings suggest launching pizza is worthwhile but the company should revisit the price, focus on taste, and develop a better crust.
This document provides information about Asian Paints, including:
- Asian Paints is India's largest and Asia's third largest paint company, established in 1942 and has been the market leader since 1967.
- It discusses Asian Paints' sales structure, product portfolio covering various paint types and solutions, and services like home painting and color consulting.
- The distribution strategy section explains Asian Paints' distribution channels and how it bypassed bulk buyers to focus on individual consumers, especially in semi-urban and rural areas. It also details its nationwide dealer network.
- Key initiatives for recruitment and the recruitment process are summarized along with promotions through campaigns and social media engagement.
JSW is proposing a new distribution model called JSW Shoppe to better achieve its marketing objectives. The model would create exclusive retail outlets across India displaying all JSW products. This would help build the JSW brand and distribution network while directly engaging with end customers. However, there are challenges in implementing the new model, including getting acceptance from dealers and ensuring a steady supply of customized products. Over the next 12 months, JSW will focus on establishing local teams, conducting market analysis, developing localized business plans, and readying products to support the distribution strategy through its new JSW Shoppe dealership model.
Coffee Wars in India examines the competition between global coffee chain Starbucks and Indian chain Café Coffee Day in India's growing coffee shop market. Café Coffee Day has over 1,400 outlets across India but faces competition from Starbucks' expansion. While Café Coffee Day targets young Indian customers and positions itself as an affordable hangout, Starbucks targets upper middle class customers and positions itself as providing a great coffee experience. Both chains differ in their store formats, pricing, promotion strategies, and customer service quality as Starbucks and Café Coffee Day battle for dominance of India's coffee shop market.
Tanishq - Positioning to capture Indian woman’s heart - Marketing Management...Abbas Dhuliawala
Tanishq is a jewelry brand owned by Titan Industries, a Tata Group company. It was launched in 1994 to capture the Indian women's jewelry market which was dominated by unorganized local jewelers. Initially, Tanishq faced challenges due to consumers' preference for 22-karat gold and perception of jewelry as investment over ornament. Through market research, Tanishq repositioned itself by offering 22-karat gold, promoting purity using a karat meter, and changing its designs to appeal to local tastes. It also launched sub-brands like GoldPlus to target different segments. Today Tanishq is a leading player with over 165 stores pan-India pursuing opportunities for growth in India and other Asian markets.
Siebel System: Anatomy of a Sale, Part 1Anant Lodha
Gregg Carman's job was to serve financial services clients in the New England region, including FleetBoston, Siebel's largest client. Carman was negotiating a $2.1 million deal with Quick & Reilly, a stockbroker acquired by FleetBoston. After the acquisition, Carman had to decide whether to continue supporting Quick & Reilly or focus on FleetBoston's wishes. The document discusses Siebel's goals, products, partnerships, and approach to ensuring customer satisfaction. It also evaluates Carman's interactions with potential customers from Quick & Reilly.
Classic knitwear and Guardian: A Perfect Fit?ArielJimenez36
This document discusses a decision facing Classic Knitwear about whether to partner with Guardian to launch a new line of insect repellent knitwear. Classic Knitwear specializes in manufacturing unbranded casual knitwear, while Guardian is a brand of insect repellent popular with outdoor enthusiasts. The partnership could help Classic differentiate its products and improve its low gross margins of 18%. However, there are risks around whether the new product line would sell well and whether it aligns with Classic's strategy. The document analyzes different options for the partnership and their pros and cons.
Crown Cork & Seal experienced financial problems in the 1950s leading to bankruptcy but was turned around by John Connelly in 1957 through modernization and restructuring. In the late 1980s, the company pursued acquisitions and international expansion, purchasing Continental Can's operations and expanding into plastics and new markets globally. By the 1990s, Crown Cork & Seal was the largest metal container supplier through restructuring and strategic acquisitions under CEO William Avery.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) - Case AnalysisNikhil Saraf
Nestle Refrigerated Foods (NRFC) was considering extending its successful Contadina pasta brand into refrigerated pizza. It had two options for the pizza product: "Pizza with Toppings" or "Pizza Only". Research showed the "Pizza with Toppings" concept was more popular with consumers but pricing may be too high. NRFC followed guidelines to develop new products through idea generation, testing, and evaluation. While the large pizza market presented an opportunity, launching the product required addressing challenges of price positioning and competition from Kraft.
ATLANTIC COMPUTER: A BUNDLE OF PRICING OPTIONS Akshay Jain
There are four main types of pricing strategies from which Atlantic Computers canchoose. First, Atlantic Computers could stay with the status quo and offer software tools for free. Second, it could choose competitive based pricing. Third it could choose from Cost-plus pricing. Finally, it could choose value-in use pricing.In addition to determining which pricing strategy to use, Atlantic
Shodh proposes appropriate market research methods to help a client understand the market potential for economy housing in Bangalore. The research would collect both primary and secondary data to estimate demand, understand consumer behavior, analyze competitors, and identify the optimal location, features, and pricing. Primary research would involve interviews with industry experts, consumers, salespeople from rival firms, and brokers. Secondary research would analyze public data on competitors' projects and land prices. The research design appropriately considers qualitative and quantitative methods to profile target consumer segments and understand key drivers of purchasing decisions.
The document discusses a case involving ITT Automotive's development of a new generation antilock brake system (ABS) called the MK 20. Senior management favors using a highly automated single production process across four plants, but US plant managers prefer less automation for flexibility.
There are benefits to automation like lower costs and higher quality, but it reduces flexibility for customization and continuous improvement. While standardization improves efficiency, differences across plants in costs and customers should be considered. Plant managers may resist loss of flexibility, so their concerns around automation stagnating processes need to be addressed. Overall options chosen should fit ITT's strategy of reducing costs for popular affordable ABS systems.
The document discusses marketing research for Fruitzone India Limited's potential launch of sugarcane juice. It outlines 7 research questions on topics like willingness to buy, target segments, preferred price, product expectations, brand satisfaction, taste preferences, and packaging format. It then maps each research question to relevant survey questions. The document also discusses pretesting the survey questionnaire to ensure respondents understand the questions and provide reliable data. The next class will cover designing the research questions in more detail through a case study on Fruitzone India Limited.
DePaul Deck for Insights Presentation_May9thAResearchSense
The document provides information about consumer insights for consumer packaged goods companies. It defines what an insight is and is not, discusses how to develop insights, and outlines a typical consumer insights process. The key points are:
- An insight is psychological, empathetic, and explanatory, rather than behavioral, judgmental, or descriptive. It is not exclusive, proprietary, or temporary.
- Developing insights requires distinguishing them from fun facts, product requirements, shopping behaviors, and judgments. It also means not targeting too broadly, observing narrowly, questioning shallowly, or allowing personal biases.
- A typical consumer insights process involves researching trends, the target consumer and their unmet needs, the brand and category role, and
The document discusses the beverage industry in India, focusing on fruit juices. It notes that the fruit juice category is one of the fastest growing segments within beverages. The branded fruit juice market in India is worth Rs. 1,100 crore annually. The document then discusses Rasna Ju-C, a fruit juice product launched in 2012 by Rasna. It provides details on Rasna Ju-C and presents results of a survey of 100 consumers on their fruit juice preferences, favorite brands, and consumption levels. The survey found that mango was the most preferred flavor and Tropicana the most liked brand. It concluded that consumers primarily value brand and taste when purchasing fruit juices.
This marketing research proposal aims to help the yoghurt brand five:am become the number one "healthy choice" brand. It will use qualitative focus groups and a quantitative online survey to understand what drives consumers' brand choices for yoghurt, and how five:am is perceived relative to competitors on key criteria. The research will test hypotheses about important choice drivers, five:am's differentiation and positioning. Focus groups will explore perceptions in Melbourne, Sydney and Brisbane, while an online survey of 1000 Australians will quantitatively analyze factors influencing brand perceptions and attitudes. Results will help five:am better target health-conscious consumers.
CP-Meiji Co, Ltd is one of the largest manufacturers and distributors of dairy products in Thailand. It was co-founded by the Charoen Pokphand Group and Meiji Dairies Corporation, the company that revived the real fresh milk market in Japan and the owner of world-class dairy manufacturing technology. And CP-Meiji is delivering the quality of freshness to customers by carefully selecting the freshest natural ingredients and manufacturing them with high-technology process.
But in the new Hong Kong market, some problems may still occur in the product market of Meiji Milk. The first one is there is not enough market visibility and brand awareness since CP-Meiji just entered Hong Kong market compared with those traditional local milk brands and world famous brank. Next, a few marketing promotion is applied to the Meiji. Lacking of brand image is also the severe problem laying on the development of Meiji Milk.
The objective of our project is to make a marketing strategy plan according to the customer questionnaires collected in Hong Kong market, which can improve and stimuli the product sales volume and gain the market share from other main competitors.
GRADE 6 EPP HOME ECONOMICS PRESENTATIOND. Pagtalakay ng bagong konsepto at paglalahad ng bagong kasanayan #1 Talakayin ang sagot ng mga mag-aaral na iyong isinulat sa pisara. 2. Simulan ang talakayan sa pamamagitan ng sumusunod na tanong. • Bakit kailangang gumamit ng kasangkapang panukat? • Paano gamitin ang mga kasangkapang ito? • Hayaan ang mga mag-aaral na magbigay ng kanilang mga palagay tungkol sa aralin. 3. Bigyan sila ng malayang pagpapahayag ayon sa kanilang pag unawa. Sukatin ang sumusunod na guhit gamit ang mga yunit sa sistemang English. (Iguhit ang sumusunod na linya ayon sa ibinigay na sukat.) 1. 3 mm. 2. 1 ½ pulgada 3. 5 ½ sm. 4. ¾ pulgada 5. 50 mm. Sukatin ang sumusunod na guhit gamit ang mga yunit sa sistemang English. (Iguhit ang sumusunod na linya ayon sa ibinigay na sukat.) 1. 3 mm. 2. 1 ½ pulgada 3. 5 ½ sm. 4. ¾ pulgada 5. 50 mm. Mga simbulo ng bawat yunit ng pagsusukat pulgada = ″ piye = ‘ yarda = yd. milimetro = mm. sentimetro = sm. desimetro = dm. metro = m. kilometro = km
This document provides an overview of a summer training report on consumer buying behaviour towards Vijaya Dairy Milk. It includes sections on the introduction, objectives of the study, company profile, research methodology, data analysis and interpretation, conclusions and limitations. The report examines factors that influence consumer purchase decisions such as personal, psychological and social factors. It also describes the different stages of the consumer buying process and types of consumer buying behavior based on involvement level.
The soft drink industry originated in 1772 and is now a global business. Major players like Pepsi and Coca-Cola dominate the Indian market. The document discusses the industry segmentation based on place of consumption and product type. It also outlines the market share and popularity of different drink flavors across regions. Quality control is important for soft drink production as samples are checked regularly and production is suspended if issues arise.
The document summarizes key findings from a survey conducted by Snapple to better understand consumer preferences and purchase behaviors related to tea and juice beverages. Some of the main findings include:
1. For tea, consumers preferred purchasing from convenience stores over retail stores, single-serve drinks over larger sizes, and sweet tea over unsweetened. Quality and price were very important factors.
2. For juice, retail stores and convenience stores were popular purchase locations, as were single-serve sizes. Quality and fruit flavor were very important attributes.
3. The survey found Snapple was easily accessible but many consumers had not purchased it recently. Further research was recommended to understand what drives preferences for competing brands.
This research brief outlines the objectives and requirements for a marketing research project for Pepsi's 2016 Tet campaign in Vietnam. The primary objective is to identify a strong consumer insight that Pepsi can leverage to build strong connections with consumers during Tet. Secondary objectives include understanding target audience habits before and after Tet and comparing Pepsi's brand equity to Coca Cola. The research will cover Hanoi, Ho Chi Minh City, Da Nang and Can Tho among urban and rural 18-25 year olds from SEC ABC. Findings will be used to generate campaign ideas and presented internally and to an agency. The brief provides necessary details on research background, objectives, decisions, methodology, timing, budget and deliverables.
1) The document discusses a study on consumer behavior at Big Bazaar, India's largest hypermarket chain.
2) It analyzes factors influencing customers' shopping habits such as how they learn about Big Bazaar, visit frequency, purchase purposes, preferred product categories, and who they shop with.
3) Key findings show most customers visit twice a week for personal uses, prefer clothing, and are influenced by friends. The study aims to help Big Bazaar understand customers and improve strategies.
The document presents a study on customer satisfaction with the product range availability at Reliance Fresh stores. It discusses the retail industry overview and history. It also provides an overview of Reliance Fresh, including its history and performance. The study aims to determine if customers are satisfied with the fruits and vegetables available and examines customer perceptions of brands for rice, hair conditioners and blended spices. A survey was conducted with 150 respondents and results showed that most customers were satisfied with the product range overall and found the variety of fruits and vegetables to be good.
Describes the five phases of the customer journey and where marketing needs to gouts its attention. How to check a brands performance along the consumer journey.
The consultant team conducted market research and a customer survey for a proposed grocery store called A-List Food Market. Key findings from the market research included identifying young professionals and upper middle class urban residents as potential target markets. The survey found that customers want inexpensive and healthy options and are open to trying the concept. However, some may not switch due to being satisfied with current shopping methods. The consultants identified several potential issues for the business including the time commitment required, difficulty gaining market share, meeting various lifestyle demands, needing more recipe options, and high startup and operational costs. Suggested improvements included limiting staff, samples and inventory initially, not leasing long-term, and targeting a specific market. The consultants also noted conceptual issues around
“Dealarship satisfaction” (with reference to pearal bottling pvt ltd)RajeevTripathi44
Marketing management focuses on satisfying consumer needs through the coordination of product, price, place, and promotion. It relies on understanding psychological and physical factors that influence consumer demand. Marketing managers are responsible for influencing the level, timing, and composition of customer demand. Their goals include discovering consumer needs and wants, fulfilling demands through product design and distribution channels, and motivating customers through promotional strategies. In summary, marketing management puts marketing concepts into action to achieve organizational goals.
This document summarizes a market segmentation study conducted to determine which segment of coffee drinkers would be most receptive to a new bottled iced coffee product. A survey was administered to collect data on coffee consumption habits and preferences. A hierarchical cluster analysis identified 3 segments. A k-means analysis assigned respondents to segments. Cross tabulation found age and employment predicted segments. Segment 1 (ages 30-49, full time workers) drinks coffee multiple times daily and spends up to $5/cup, making them the most lucrative target for the bottled coffee. However, due to similarities between segments and low interest in bottled/iced coffee, the product may be changed to a high-end coffee grounds product targeting Segment 1.
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
6. Have management decision problem and business
research problem been defined appropriately?
Business Research Problem
Is there a willingness to buy packed sugarcane juice in market? If yes, then
1. What is target segment for sugarcane juice?
2. What is price that customers are ready to pay for packed sugarcane juice?
3. What are expectations from packed sugarcane juice?
4. What are taste variants that customers prefer in sugarcane juice?
5. Which form would consumers prefer – can, tetra pack/bottle?
6. How satisfied consumers are with Tropiviva brand?
Management
Decision Problem
Should FIL
(Tropiviva Brand)
launch sugarcane
juice? If yes, what
should be the
marketing mix for
the launch?
Hemant (MD of FIL)
Market Research & Sales Report
Stagnant Market Share
Launch new juice flavor (sugarcane
good option, no supply issues)
Preeti (Marketing Manager)
Fruit juice industry reports &
health benefits of sugarcane
juice Sugarcane based
juice worth considering
Discussison between IMI
team and Marketing Team of
Tropiviva)
7. Critique the overall research plan and exploratory
research plan prepared by IMI?
Secondary Research (Key Question; Q1 & Q6)
o Tropiviva products’ performance vis-à-vis competitors
o Acceptability of sugarcane juice in the market.
Focused Group Discussion (Key question; Q1-Q6)
o Understand consumer perceptions in fruit juice market &
specifically about sugar cane juice
In depth Interviews (Key Question; Q3-Q5)
o Identify recent trends in the packed juice market
o Understand customer juice consumption behavior
Business Research Problem
Is there a willingness to buy packed
sugarcane juice in market? If yes, then
1. What is target segment for sugarcane
juice?
2. What is price that customers are ready to
pay for packed sugarcane juice?
3. What are expectations from packed
sugarcane juice?
4. What are taste variants that customers
prefer in sugarcane juice?
5. Which form would consumers prefer – can,
tetra pack/bottle?
6. How satisfied consumers are with the
Tropiviva brand?
8. Areas of Exploration for next exploratory stage
Business Research Problem
Is there a willingness to buy
packed sugarcane juice in
market? If yes, then
1. What is target segment for
sugarcane juice?
2. What is price that customers
are ready to pay for packed
sugarcane juice?
3. What are expectations from
packed sugarcane juice?
4. What are taste variants that
customers prefer in sugarcane
juice?
5. Which form would consumers
prefer – can, tetra pack/bottle?
6. How satisfied consumers are
with the Tropiviva brand?
Information Gathered through Secondary Data, FGD, Depth
Interviews
Key Question: Cola to fruit juices Potential for juices with cooling
effect
1. Target Segment:
o Families: Perceive packed juices to be hygienic & healthy
o Young: Perceive packed juices to be inferior; concerns about
preservatives
2. Perceptions & expectations from sugarcane juice
o Consumed for freshness, great taste, hydrating & cooling effects
o Hard to believe that sugarcane juice can be preserved for long
3. Taste Variants: Flavored cane juice with masala/lime
4. Form: Consumers favor tetra packs over bottles
5. Satisfaction with Tropiviva: “Real” packed >juice over “Tropiviva”
since “Real” is an Indian brand
9. Areas of Exploration for next exploratory stage
o Information about price points at which and places from where consumers usually purchase packed juices
o More information about segments based on purchase behavior
o Projective techniques: Uncover consumers’ perceptions for juices in general & scope for sugarcane juice in
particular
11. Revised Business Research Problem
1. What is the willingness to buy the product as compared to other fruit juices and soft drinks in the market?
2. What is the target segment for sugarcane juice?
3. What is the price that customers are ready to pay for sugarcane juice?
4. What are expectations from the packed sugarcane juice - health/energy/coolant/taste?
5. What is the level of satisfaction with the Tropiviva brand?
6. What are the taste variants that customers prefer in sugarcane juice?
7. Which form would consumers prefer - can, tetra pack or bottle?
12. Survey
Section 1: Survey respondent contact details and declaration by the survey collector
Section 2: Screening and basic details of respondents
Section 3: Main section of the questionnaire
Questions 1-3: Customer’s current brand awareness & purchase location preferences for juices
Question 4: Customer segments based on buying behavior
Question 5-12: Preferences for brand, fruit juice flavors, package type, size, prices & relative importance
of juice attributes for packed fruit juices in general
Questions 13-23:
o Preferences for package type, size, prices, relative importance of juice attributes, purchase locations &
turnoffs for sugar cane juice
o Identify potential product positioning for customers
13. Mapping Business Research Questions to Survey
Questions
1. What is the
willingness to buy the
product as compared
to other fruit juices
and soft drinks in the
market?
14. Mapping Business Research Questions to Survey
Questions
1. What is the
willingness to buy the
product as compared
to other fruit juices
and soft drinks in the
market?
15. Mapping Business Research Questions to Survey
Questions
2. What is the target
segment for sugarcane
juice?
16. Mapping Business Research Questions to Survey
Questions
3. What is the price that
customers are ready to
pay for sugarcane juice?
17. Mapping Business Research Questions to Survey
Questions
3. What is the price that
customers are ready to
pay for sugarcane juice?
18. Mapping Business Research Questions to Survey
Questions
4. What are expectations from
the packed sugarcane juice -
health/energy/coolant/taste?
19. Mapping Business Research Questions to Survey
Questions
5. What is the level of
satisfaction with the
Tropiviva brand?
20. Mapping Business Research Questions to Survey
Questions
6. What are the taste
variants that customers
prefer in sugarcane
juice?
Which variant of sugarcane juice would you prefer the most?
1. Plain Sugarcane
2. Chat Masala Sugarcane
3. Lemon Sugarcane
4. Ginger Sugarcane
21. Mapping Business Research Questions to Survey
Questions
7. Which form would
consumers prefer - can, tetra
pack or bottle?
22. Mapping Business Research Questions to Survey
Questions
7. Which form would
consumers prefer - can, tetra
pack or bottle?
23. Mapping Business Research Questions to Survey
Questions
7. Which form would
consumers prefer - can, tetra
pack or bottle?
24. Mapping Business Research Questions to Survey
Questions
Where do consumers buy
sugarcane juice from?
Where do consumers buy
sugarcane juice from?
25. Mapping Business Research Questions to Survey
Questions
What are the underlying
concerns of consumers for
packaged sugarcane juice?
26. Pretesting of Questionnaire
Why?
o Identifies errors in questionnaire
o Checks if respondents have understood questions properly.
Ensures that data collected is more reliable & minimizes interpretation errors of
respondents
How?
1. Administering the survey to some of the people from target sample
2. Ask respondent to
o think aloud as to what she understood from the survey questions,
o how exactly she had arrived at the response for the particular question
o assess mutual exclusiveness & collective exhaustiveness of alternatives provided for each question
35. External Data
Data generated by sources outside the organization
Example:
o Government Datasets: NSSO
o Syndicated Services: Consumers Pyramid dataset;
Nielson Dataset
o NCAER & University of Maryland: IHDS
o User Generate Data: Twitter Sentiment Analysis
Secondary Data
Internal Data
Data generated within the organization for
which the research is being conducted.
Example:
o Mixer Grinder Data
Secondary Data (Quantitative Analysis)
37. Observation Methods
Observation methods involves recording the behavioral patterns of
– people,
– objects, and
– events
in a systematic manner to obtain information about the phenomenon of interest
38. Structured vs. Unstructured Observation
Structured Observation
o Researcher specifies in detail what
is to be observed and how the
measurements are to be recorded
o Appropriate when problem has
been clearly defined and
information need is specified
Example: An auditor performing
inventory analysis in a store.
Unstructured Observation
o Observer monitors all aspects of the
phenomenon that seem relevant to
the problem at hand
o Appropriate when problem is yet to be
formulated precisely and flexibility is
required to identify key components
Example: Observing children playing
with new toys.
39. Disguised vs. Undisguised Observation
Disguised Observation
Respondents are unaware that they
are being observed
Example:
o Disguise by using one-way mirrors,
hidden cameras, or inconspicuous
mechanical devices.
o Observers may be disguised as
shoppers or sales-clerks.
Undisguised Observation
Respondents are aware that they are
under observation
40. Natural vs. Contrived Observation
Natural Observation
Involves observing behavior as it
takes place in the environment
Example: Observing behavior of
respondents eating fast food at
Burger King
Contrived Observation
Respondents’ behavior is observed in an
artificial environment
Example: Test kitchen
42. Personal Observation
Researcher observes or/and records actual behavior as it occurs
Example:
o Observing and recording traffic counts & traffic flows in department store Designing the store layout
45. Content Analysis
The objective, systematic, and quantitative description of the manifest content of a communication.
Example:
46. Trace Analysis
An approach in which data collection is based on physical traces, or evidence, of past behavior
Example:
o Relative popularity of exhibits in the museum assessed through selective erosion of tiles
o Readership of various ads in magazine gauged through no. of different fingerprints on a page
o Age & condition of cars in a parking lot Affluence of customers
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
Also, address two questions: broad and why not coconut water?
One question about the wording of FGD and Ethnography
One question: when one should stop
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
None of the above was not given
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
Why did they use behavioral segment? Is it enough? Should we correlate with demographic variables? Behavioral segments help us understand why consumers buy certain products
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
5a: options were not exhaustive ; tick all the apply; confusion about whether to choose one or multiple?
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
The earlier question Q6 was on rating (purchase likelihood for flavors), and this was one ranking; Correct wording required so that participants do not confuse
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
Q14: Railway station was dropped/airport/ bus stations: willingness to purchase at these locations should have been compared; whether consumers could have been an important source of infromation
Q14: Railway station was dropped/airport/ bus stations: willingness to purchase at these locations should have been compared; whether consumers could have been an important source of infromation
Q14: Railway station was dropped/airport/ bus stations: willingness to purchase at these locations should have been compared; whether consumers could have been an important source of infromation
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
How should I design BRM course outline? Course content (Books and Topics), Pedagogy, Evaluation components, Mode of education; COVID impact
How should I design BRM course outline? Course content (Books and Topics), Pedagogy, Evaluation components, Mode of education; COVID impact
How should I design BRM course outline? Course content (Books and Topics), Pedagogy, Evaluation components, Mode of education; COVID impact
How should I design BRM course outline? Course content (Books and Topics), Pedagogy, Evaluation components, Mode of education; COVID impact
How should I design BRM course outline? Course content (Books and Topics), Pedagogy, Evaluation components, Mode of education; COVID impact
How should I design BRM course outline? Course content (Books and Topics), Pedagogy, Evaluation components, Mode of education; COVID impact
When should one stop: weigh the benefit of conducting one more qualitative research against cost; when very new insights start coming
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
The observer does not question or communicate with the people being observed. Information may be recorded as the events occur or from records of past events.
A. Computer company: minor modification in product feature; should you update the manual; cost of determining the proper wording to use in the manual is likely to be high
B. Biscuit manufacturing company: less than 1% from convenience stores
4. Exception: Indian fast company that holds the franchise of McDonald’s (Hardcastle) might be opposed to the idea