Marketing Research

Individual Assignment on

Subscriber Funnel

SUBMITTED TO Submitted By
MR. IMTIAZ CHOUDHURY Syeda Tamila Sirajee
COURSE TEACHER
COURSE TEACHER ID: 182051044
MARKETING RESEARCH
MARKETING RESEARCH
COURSE CODE:
COURSE CODE: MBA
MBA 512
512

1
 Subscriber Funnels for the two Brands (indicating
both absolutes and conversions)

Brand A
Type of Awareness Consideration Trial Current Primary Exclusive
Funnel
No. of Respondent-15 No. of Respondent-13 No. of Respondent-10 No. of Respondent-9 No. of Respondent-6 No. of Respondent-2

Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result
(%) (%) (%) (%) (%) (%)

Absolutes (15/15)*10 100 (13/15)*100 86.66 (10/15)*100 66.67 (9/15)*100 60 (6/15)*100 40 (2/15)*100 13.33
0

Conversions - - (13/15)*100 86.66 (10/13)*100 76.92 (9/10)*100 90 (6/9)*100 66.66 (2/6)*100 33.33

2
 Subscriber Funnels for the two Brands (indicating
both absolutes and conversions)

Brand B
Type of Awareness Consideration Trial Current Primary Exclusive
Funnel
No. of Respondent-15 No. of Respondent-8 No. of Respondent-6 No. of Respondent-5 No. of Respondent-3 No. of Respondent-1

Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result
(%) (%) (%) (%) (%) (%)

Absolutes (15/15)*10 100 (8/15)*100 53.33 (6/15)*100 40 (5/15)*100 33.33 (3/15)*100 20 (1/15)*100 6.66
0
Conversions - - (8/15)*100 53.33 (6/8)*100 75 (5/6)*100 83.33 (3/5)*100 60 (1/3)*100 33.33

3
One weak area of brand B and recommendation to remove
this weakness
Weak area of Brand-B Recommendation to remove this weakness

The major weak area of Brand B is
awareness to consideration in both
absolutes and conversations cases. That
was their awareness to consideration is
100% to 53.33% in conversion which is
very weak figure.
So this can be a strong weakness of Brand  Prepare and monitor the marketing budget on a
B and we have opportunity to improve this
situation.
I want to recommended for my brand to remove
weakness-
 We have to track, measure and analyze the
performance of advertising campaigns.
 Managing the marketing budget and ensuring that all
marketing material is in line with our brand identity.
quarterly and annual basis and allocate funds wisely.
 Measure and report on the performance of marketing
campaigns, gain insight and assess against goals.
 Analyze consumer behavior and adjust email and
advertising campaigns accordingly.

4
one strong area and One Weak Area of competitor Brand-A
Strong area of Brand-A
The Strong area of Brand A is trail. In case of
Absolutes, 76.9% respondents reported that they
use Brand A in trial but when the question is arise
for current, 90% respondent use. So far 76.9% to
90% respondent exclusively conversion.
So, Trial to Consideration is Strong Area of Brand A
Weak area of Brand-A
The major weak area of Brand A is primary to
exclusive in both absolutes and conversations cases.
In case of Absolutes, 40% respondents reported that
they use Brand A in primary but when the question
is arise for exclusive, only 13.33% respondent use.
Similarly only 33.33% respondent exclusively
conversion
So this can be a strong weakness of Brand A and
they have opportunity to improve this situation.