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1. Marketing Research
Presented By: Billionaire‟s Club

2. RecommendationsResearch Method ResultsIntroduction
Introduction

3. RecommendationsResearch Method ResultsIntroduction
Trends
 More people become interested in business
newspaper after the crisis in 1997
 Including college students and street vendors
 Business media grows rapidly

4. RecommendationsResearch Method ResultsIntroduction
Than Settakit
Founded in 1981
Rank number 1 in the market
Has its own publisher

5. RecommendationsResearch Method ResultsIntroduction
Prachachat Turakit
 Founded in 1977
 Owned by Mathichon
 Also published a daily version

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Research Objective
 Find out the reason why current customers are loyal to the brand
 Find out the reason why non-users of Siam Turakij are not buying it
 Behavior of newspaper buyer in different distribution channels

7. RecommendationsResearch Method ResultsIntroduction
Research Method
 Depth-Interview
 Observation
Research Objective Research Methods
1) Find out the reason
why current customers
are loyal to the brand
In-Depth Interview
2) Find out the reason why
non-users of Siam Turakij
are not buying it
In-Depth Interview
3) Behavior of newspaper
buyer in different
distribution channels
Observation

8. RecommendationsResearch Method ResultsIntroduction
Sampling
Sample Plan (3 groups of population)
1. Those who read other brands of 3 days business
newspaper (non-users)
2. Those who actually read Siam Turakit
newspaper (users)
3. Bookstore staffs
Population

9. RecommendationsResearch Method ResultsIntroduction
Sampling
 Non-users
• Convenience sampling method
• Senior university students and white collar
workers
• Find them from some business locations and
shopping malls
• Can identify what feature people want to
read about and Siam Turakij does not have

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Sampling
 Users
• No specific demoghaphics
 Bookstore staffs
• Have direct experience with
customers‟ behavior

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Sampling
 Sample Size (Total respondents of 15 people)
• 9 non-users
• 3 users
• 3 bookstore staffs

12. RecommendationsResearch Method ResultsIntroduction
Research Method # 1
In-Depth Interview
 In-Depth Interview
• Use to gain opinions
• Main method in our research
• Learn more about the specific characteristics
and practices directly from those who are the
user, non-user, user of competitors
• Semi - Structured Format

13. RecommendationsResearch Method ResultsIntroduction
Research Method # 1
In-Depth Interview
 Non-User In-Depth Interview Analysis
• 2 out of 8 only recognize Siam Turakij
• Challenge in creating awareness
• Se-ed, Nai-in, Traditional Book stores
• Most of users already have favorite brand
Non-User
User
Staffs
Population of in-depth
interview

14. RecommendationsResearch Method ResultsIntroduction
Research Method # 1
In-Depth Interview
 Non-User In-Depth Interview Analysis
• Users want more lifestyle article in 3-days
business newspaper
• Siam Turakij can be purchase as an alternative
but it has to be more appealing

15. RecommendationsResearch Method ResultsIntroduction
User In-Depth Interview Analysis
 Problem
• Problem with the distribution channel
• Poor Shelf Space
• Rarely available
• A few chooses to subscribe

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User In-Depth Interview Analysis
 Purchasing Factors
• Introduced by a friend or trial
• Read because they like the quality of the paper and the news
• Most reads it as an addition to daily newspaper
• Uses “Easy to read language”

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User In-Depth Interview Analysis
 Comment and Suggestion
• Differentiate
• More detailed information
• Better insight
• Interesting and colorful words from famous columnist

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Staff In-Depth Interview Analysis
 Problem
• Never sold more than 3 newspaper in a day
• Some days, none is sold
• Consumers rarely comes and ask for Siam
Turakij
• The location of newspaper on the shelf is
nowhere to be seen
o The newspaper has no separated
category
o The amount displayed depends on the
shelf space availability

19. RecommendationsResearch Method ResultsIntroduction
Observational

20. RecommendationsResearch Method ResultsIntroduction
Observational
 Observe consumer behavior at point of purchase
 Learn the response of the customer in the natural setting
 Get opinion of the product at point of purchase

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Observational – Collect Data
 Disguised
• Observing the overall behavior of both the buyer and the staff.
• Searching for the purchasing behavior
 Mystery Shopper
• Act as a users
• Ask simple questions
• Observe surroundings

22. RecommendationsResearch Method ResultsIntroduction
Observational – Collect Data
 Unstructured
• Anything could happened out of the blue.
• No guideline
• No boundaries

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Observational – Analysis
 Low brand awareness
 Low sales turnover
 Staff do not display Siam Turakij newspaper
 Bad Shelf space
 The competitors have stronger brand value

24. RecommendationsResearch Method ResultsIntroduction
Observational – Chat Log
Naiin shop The Circle Ratchapruk
Date: Saturday 21st of April 2010
Time: 15:00
Researcher: Are there Siam Turakij newspaper?
Staff: Yes, but it not on the shelf. (The staff then walk to the cupboard
at the back of the store and pick up the Siam Turakij newspaper from
inside where no one can see.)
Researcher: Are there any other 3 days business newspaper?
Staff: Thansetagit and Prachachat are all sold out.
(Then I pick up that Siam Turakij newspaper and buy it.)

25. RecommendationsResearch Method ResultsIntroduction
Recommendations
• Lack of brand awareness and Limitations in product
availability
• Users focus on the idea of buying a 3-day business
newspaper, not the brand.
• Most are brand switcher except for subscribers
• Seek another brand of the same category
• Opportunity to capture gap in the market

26. RecommendationsResearch Method ResultsIntroduction
Recommendations (Continued)
• New marketing mix
• To capture future potential target audience
• Budget allocation: Product-> Place-> Promotion-> Price

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Product Recommendations
 Layout
• Increase Logo Size
• Decrease
advertisement near
the logo in the cover
page

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Product Recommendations
 Layout
• Increase attractiveness >> Headline of the newspaper.
• Read me now look

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Product Recommendations
 Attract new users by „Well-Known Columnist‟
• Many users are attracted to newspaper because of certain columnist
• Opportunity to attract non-user
• Non-user >> User

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Price Recommendations
 Maintain the current price

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Distribution Channel
 Expand market coverage
 Channel audit
• Out of stock
• Shelf display

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Communication
 Create brand awareness
• Place own newspaper shelf in target market locations

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Communication
 Form a strategic alliance with these company
• Promote the brand
• Give away sample
• Offer to educate the participant
• Co-promotion
More people are interested in

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Q & A Session