Professional Documents
Culture Documents
Introduction To Marketing Research
Introduction To Marketing Research
Welcome to
Marketing
Research
July – Sept 09
SJMSOM
Why are we here today ? 2
SJMSOM
3
SJMSOM
4
Questions/ Issues
• How & where do I • Know your Consumer
position my brand? • Know your Category
• Know your Brand
• I have some concepts in • Concept Development &
mind, which one should I Evaluation
go ahead with?
• How do I get exactly what • Writing a Research Brief
I want from the research
exercise?
SJMSOM
5
Questions/ Issues
• Before I launch my product I • Product testing
need to know if I have got it
right?
• I need to ensure that my brand is
beating competition
• What should I say and how • Communication Development
should I say it in the & Evaluation
communication
• I do a lot of promotions….how do
I know where and how they are
working • Tracking studies
• How do I identify new products
that I could possibly launch? • NPD
SJMSOM
Definition of MR 6
METHOD
PROCESS
PURPOSE
USAGE
SJMSOM
7
SJMSOM
8
SJMSOM
9
SJMSOM
10
SJMSOM
11
Why study MR?
• Increasing focus on ROMI
– Most basic : Financial return for all marketing expenditure.
Conversion of pot to trier/ user Inc in buying freq or qty Conversion of satisfied
customers to advocates or
referrals
SJMSOM
13
Role Of MR in MDM
Stakeholders
MR
Promotion Economic
Technology
Legal/Regulatory
Assessing Info Needs Socio Political
Providing info
Competition Mktg decision making Cultural
Marketer
SJMSOM
14
How MR relates to Marketing Planning
Processes in Mktg Planning Appropriate MR
Situation Analysis •Comp barrier analysis
•Analysis of CI data
Id of comp strengths and weaknesses •Trend analysis
Id. Of trends ( opp and threats) •Positioning analysis
•Measure of market share
SJMSOM
15
How MR relates to Marketing Planning
Processes in Mktg Planning Appropriate MR
Marketing Mix •Pdt design assessment
•Comp pdt analysis
Product •Comp packaging analysis
•Brand image assessment
•Id of brand name
•Concept devlopment
•Pack devment
SJMSOM
16
How MR relates to Marketing Planning
Processes in Mktg Planning Appropriate MR
Marketing Mix •Message devment – ad concept
•Copy testing
Promotion •Media assessment
•Media buying assessment
SJMSOM
17
SJMSOM
It’s value is limited when…. 18
SJMSOM
20
SJMSOM
21
Classification of Research
SJMSOM
Who conducts Research? 24
Internal External
Commcn
Consumer MR firms Consultants
Agencies
Goods and
Services Ltd Service
Full Service Ad Agencies Mktg
B2B Goods Consultants
Custom Specialists
and PR Agencies
Services General
Proprietary Methodology Sales Business
Industrial Method Specialists Promotion Consultants
Goods and Agencies
Services Syndicated
Direct
Field Marketing
Media Agencies
Data entry
Tab houses
SJMSOM
25
Exercises
SJMSOM
26
Exercise 1
• A fine – dining Chinese Restaurant is located in a
mall , on the same floor as a well designed Food
Court . Seating 200 , turns over each table on
weekends – twice. Next door is a Vegetarian set
menu chain – also very busy during weekends.
• Weekdays are a problem – with 25-30%
occupancy. Both the Food Court and Veg
restaurant does better.
• Comes to you for help.
SJMSOM
27
Exercise 2
• A neigborhood kirana shop has transformed itself into a small
supermarket of around 2000sq ft. Reputed for the excellent
quality of ‘own label’ is also very well stocked –from floor
mops to imported chocolates. Has a loyal customer base.
• In the last 6 months, has noticed that spends per customer
during beginning of month has fallen from Rs. 2000 to Rs.
1500.
• Number of customers has remained the same.
• Is wondering if the new Hypermarket 5km away is
responsible.
• Approaches a friend in a research company for advise.
SJMSOM
28
Exercise 3
• As the head of a large Full Service MR firm in Mumbai ,
you have been observing that over the last 3 years, your
position as a day 1 comp has slumped to day 3 . The
quality of talent has also shown a downtrend.
• You have revised your offer and now matches the average
for the institute , but this year too has been disappointing.
SJMSOM
Exercise 4 29
SJMSOM
Exercise 5 30
• A telecom service provider wishes to assess satisfaction levels with services provided.
Identify a research company you would want to work with.
• As the brand manager of a new brand of hair care ( a very cluttered market) have
developed what you believe is cut- through advertising. You wish to test it. Select an
agency
• You wish to assess penetration of dishwash liquids and frequency and quantity
purchased at an all India level to take the decision to enter the category or not . Which
agency will you approach.
• .
SJMSOM