MARKETING RESEARCH &

INNOVATION
UNIT 5
 What is
Research
 Questioning…

A good question, a right question gets a good answer, a right

answer.

 Newton questioned:
 Why ripe apples fall off the tree?
 Archimedes questioned, while enjoying his bath in a tub:
 Why am I feeling afloat?
 Wright brothers wondered:
 Why can’t we fly like a bird?
 Madam curie, wished to see time in her watch in the dark.
Questioning is the golden bridge between what we know
and what we want to know…..
MEANING OF RESEARCH
 The word “research” originated from the old French word “recerchier”
meaning to search and search again. It literally implies repeating a search
for something and implicitly assumes that the earlier search was not
exhaustive and complete in the sense that there is still scope for
improvement.
 Research in common parlance refers to a search for knowledge. It may be
defined as a scientific and systematic search for relevant information on
a specific topic/area.
 In fact, research is an art of scientific investigation.
 The Advanced Learner’s Dictionary of Current English lays down the meaning
of research as “a careful investigation or inquiry especially through search
for new facts in any branch of knowledge”.
 Research is a scientific approach of answering a research question, solving a
problem or generating new knowledge through a systematic and orderly
collection, organization, and analysis of information with an ultimate goal of
making the research useful in decision-making.
 RESEARCH – MEANING:
Finding answer to the
Question or solution to the
problem
STATUS OF RESEARCH IN
INDIA:
• Secondary data is not
updated
• Sufficient funds are not
allocated
• Lack of training on research
to the employees
• Students lack research skill
CHARACTERISTICS OF RESEARCH

• Originates with a question or problem.

• Requires a clear articulation of a goal.
• Follows a specific plan of procedure.
• Usually divides the principal problem into more manageable
sub-problems.
• Is guided by the specific research problem, question, or
hypothesis.
• Accepts certain critical assumptions.
• Requires the collection and interpretation of data in
attempting to resolve the problem that initiated the research.
OBJECTIVE OF RESEARCH

 Provide solutions to complex problems

 Investigate laws of nature
 Make new discoveries
 Develop new products
 Save costs
 Improve our life and Human desires
Types of Research

 Exploratory Research or Qualitative Research:

Focus Groups, Case Studies, Expert Survey
 Descriptive Research or Quantitative Research:
Observations, Survey Methods
Meaning & Definition Marketing Research

 Marketing Research is defined as the objective and

systematic process of obtaining, analyzing and reporting
of data or information for decision making in marketing.
 The marketing researcher develops the research design,
which basically indicates the procedure and the cost of
conducting the research study.
 The term marketing research is used extensively in
modern marketing management. It acts as a tool for
accurate decision making as regards marketing of goods
and services.
What is Marketing research?
 Definition: The Marketing Research is the systematic
collection, analysis, and interpretation of data pertaining
to the marketing conditions.
 The basic reason for carrying out the marketing research
is to find out the change in the consumer behavior due to
the change in the elements of the marketing mix
(product, price, place, promotion).
 The marketers need to know about the changing trends in
the market viz. Changes in the customer’s tastes and
preferences, the new products launched in the market,
prices of the competitor’s product, the close substitutes
of the product, etc.
SCOPE OF MARKETING RESEARCH
 Product Research
 Consumer Research
 Packaging Research
 Pricing Research
 Advertising Research
 Sales Research
 Distribution Research
 International Marketing Research
 Media Research
Developing Research Plan

 Types of Data: Primary Data & Secondary Data

 Sources of Data
 Sampling Methods:
 Probability Sampling: Simple Random Sampling,
Stratified sampling, Cluster sampling
 Non-Probability
Sampling: Convenient sampling,
Judgement Sampling,
Meaning of Data
Assembled
Assembled data
data pertinent
pertinent
DATABASE
to
to aa particular
particular topic
topic

Enormous
Enormous collection
collection of
of data
data
DATA
from
from external
external or
or internal
internal
WAREHOUSE
sources
sources compiled
compiled by
by aa firm
firm

Sophisticated
Sophisticated techniques
techniques
DATA
capable
capable of
of identifying
identifying
MINING
patterns
patterns and
and relationships
relationships
in
in masses
masses of
of data
data
Sources of Information
Cookies
Cookies
PRIMARY
PRIMARY Scanner
Scanner
DATA
DATA Observation
Observation
Personal
Personal
Laboratory
Laboratory Observation
Observation

Experimental
Experimental Field
Field
Test
Test
Market
Market
Mail
Mail
Survey
Survey Telephone
Telephone
Face
Face
toto
Face
Face Internet
Internet
Sources of Information

Inside
Inside the
the company
company

SECONDARY
SECONDARY
DATA
DATA

Outside
Outside the
the company
company
Survey

Data-gathering
Data-gathering form
form

Question
Question wording
wording

Response
Response format
format

Questionnaire
Questionnaire layout
layout Representative
Representative
Sample
Sample
Pretesting
Pretesting
Random
Random samples
samples
Convenience
Convenience samples
samples
What is Guerrilla marketing?

 Guerrilla marketing is an advertisement strategy in which

a company uses surprise and/or unconventional
interactions in order to promote a product or service. It is
a type of publicity. The term was popularized by Jay
Conrad Levinson's 1984 book Guerrilla Marketing.
 The original term was coined by Jay Conrad Levinson in his
1984 book 'Guerrilla Advertising'. The term guerrilla
marketing was inspired by guerrilla warfare which is a
form of irregular warfare and relates to the small tactic
strategies used by armed civilians.
Key Takeaways of Guerrilla Marketing
 Guerrilla marketing is the creating use of novel or
unconventional methods in order to boost sales or attract
interest in a brand or business.
 These methods are often low- or no-cost and involve the
widespread use of more personal interactions or through
viral social media messaging.
 This marketing method has increased in popularity with
the rise of omnipresent mobile and connected
technologies that can amplify messaging and focus on
target groups of consumers.
Viral Marketing or Buzz Marketing

 Viral marketing seeks to spread information about a

product or service from person to person by word of mouth
or sharing via the internet or email.
 The goal of viral marketing is to inspire individuals to share
a marketing message to friends, family, and other
individuals to create exponential growth in the number of
its recipients.
 In the case of viral marketing, "viral" refers to something
that spreads quickly and widely across its audience. Viral
marketing is a deliberate enterprise, though the
distribution of a message happens organically.
Key Takeaways of Viral Marketing

 Viral marketing is a sales technique that involves word-of-mouth

information about a product or service to spread at an ever-increasing
rate.
 The internet and the advent of social media have greatly increased the
number of viral messages in the form of memes, shares, likes, and
forwards.
 The most widespread example in recent times is the creation of
emotional, surprising, funny or unique videos on YouTube, which are then
shared on Facebook, Twitter, and other channels.
 Once something goes viral, it is an easy and cheap way for a message to
gain popularity.
 Viral marketing can increase a company's reach and, ultimately, its
customer base.
GREEN MARKETING
What is Green Marketing?
 Green marketing is the process of promoting products or
services based on their environmental benefits. These
products or services may be environmentally friendly in
themselves or produced in an environmentally friendly way.
 Green marketing refers to the practice of developing and
advertising products based on their real or perceived
environmental sustainability.
 Examples of green marketing include advertising the
reduced emissions associated with a product’s
manufacturing process, or the use of post-consumer recycled
materials for a product's packaging
Scope of Green Marketing

 Water
 Electricity
 Plastic
 Recycle of Electronic wastage
 Glass bottles
 Metals
Reduce, Reuse, and Recycle

 They may choose to show how their products are all

manufactured from recycled material, how their products
are planned to be recycled and their use of biodegradable
packaging or a combination of the three.
 It is also popular to recognize large companies that engage
in numerous programs aimed at increasing company-wide
recycling, reducing waste management, and promoting
community initiatives.
Examples of Green Marketing Initiative

 SBI had adopted energy efficient measures like

energy efficient lighting systems, paperless
banking, installation of energy savers, water
harvesting and efficient water usage method and
plantation of fruit bearing trees for maintaining
sustainable development.
 LG: LG India has been a pioneer is
making electronic gadgets that are
eco-friendly. Recently, it has
launched a LED E60 and E90 series
monitor for the Indian market. Its
USP is that it consumes 40% less
energy than conventional LED
 Samsung: Samsung India has always
had a roaring range of LED TV screens
and now they have come up with eco-
friendly LED backlight. They use 40%
less electricity have also no harmful
chemicals like mercury and lead.
 IndusInd Bank: One of the first banks
in India to discourage the use of paper
for the counterfoils in ATMs, and
sending electronic messages, it has
contributed a lot towards saving paper
and reducing deforestation.
Benefits of Green Marketing to Society

 Helps to improve public health

 Increase environmental awareness
 Strengthening customer relationships
 Increasing awareness on critical environmental or
social issues
 Consumer education and interaction become easier
 Improve the health of consumers and the environment
 It helps in attracting consumer segments
 Green marketing brings a competitive advantage
What Is Niche Marketing?

 Niche marketing is an advertising strategy that focuses on a

unique target market. Instead of marketing to everyone who
could benefit from a product or service, this strategy
focuses exclusively on one group—a niche market—or
demographic of potential customers who would most benefit
from the offerings.
 The benefit of niche marketing is that it allows brands to
differentiate themselves, appear as a unique authority, and
resonate more deeply with a distinct set of customers.
Examples of Niche Marketing

 The best example of one such niche product is the brand

called "Meera" shampoo, manufactured and marketed by
Cavinkare in the sachet segment
 Raymond's suiting's is a high-end, premium product, meant
for the upper middle classes and the rich.
 Nano car is a niche product, as the family car is rather small
and serves particular class of buyers.
 Sugar free Sweets & Egg free Cakes
 Bikes like Honda activa & TVS Scooty
What is Marketing Myopia?

 The phrase was coined in 1960 by Theodore C. Levitt. It’s

a theory that states companies focus on their needs and
short term growth strategies. They neglect the needs and
wants of their customers and fail as a result.
 In short, businesses are busy selling what they have
instead of improving it based on what their customers tell
them. The market votes with its wallet and will force
anyone out of business who doesn’t meet its needs.
 Examples are Nokia (Microsoft bailed them out) and Kodak
Causes of Marketing Myopia

 Companies Assume they are in a Growth Industry

 Companies believe there are no Competitive
Substitutes
 Failureto Consider the Requirements of the
Consumer
 Focusing more on Products and not on Customers
 Failure to Consider Changing Consumer Lifestyle
in the Digital Age
How to Avoid Marketing Myopia

 By designing the customer-oriented strategies

 Customer’s demand and need should be kept in
mind
 Company’sproduct should be able to add some
value in the customer’s life by solving their
problems
 New ideas and approaches should be adopted
Examples of Marketing Myopia
 Kodak-There was a time when Kodak’s cameras were at the peak of the
market, they kept on producing the same types of cameras over the
years. When Sony introduced its digital cameras in the market, Sony’s
cameras were a huge success. Kodak’s cameras were kicked out from the
market.
 Nokia-Back in early 2000 to 2006; Nokia’s button pad phones were at the
top of the market and Nokia had the entire market share. Nokia didn’t
change its product with the changing technology. In 2016, exactly 10
years later, Nokia’s phones were nowhere to be found in the market.
Samsung and iPhones captured the whole market share which was once
belonged to Nokia.
 Blackberry-Blackberry’s phones had a 50% market share in the US and
20% world in 2006. When Smartphones were introduced in the market,
blackberry’s market started declining. Today, blackberry holds 0% of the
market in the smartphone industry.
WHAT IS INTERNAL MARKETING ?

 Internal marketing is just as important as external

marketing when it comes to motivating and engaging
employees into the company and their work.
 Don’t forget to market your company’s mission and
vision to your most important associates – your
employees.
 In internal marketing, employees are treated as
“internal customers” who need to know the company’s
vision inside out and communicate that to the outside
world
WHAT IS INTERNAL MARKETING
 In a nutshell, internal marketing is the promotion
of a company's vision, goals, culture, and mission
statement within the organization.
 The idea behind internal marketing is to earn
employees' enthusiasm by creating an emotional
connection to the brand.
 Internalmarketing involves marketing tactics to
earn employees' enthusiasm about the brand.
WHAT IS INTERNAL MARKETING

 Internal marketing has a tremendous impact on

employee engagement and retention.
 Employees that believe in the brand are more likely
to be more motivated, increase their productivity,
communicate their enthusiasm to the clients and to
become brand ambassadors on social media.
 Internal marketing bridges the gap between promise
makers (marketers) and promise keepers
(employees).
Cause Related Marketing

 Cause marketing involves a collaboration between a for-

profit business and a nonprofit organization for a common
benefit. Cause marketing can also refer to social or
charitable campaigns put on by for-profit brands.
 Typically, a brand's association with a nonprofit will boost
their corporate social responsibility.
 Cause-related marketing can potentially be a win-win for
the cause, the brand, and the consumer. The
cause/nonprofit organization that the brand partners with
gets support in the form of money or other resources.
Cause Related Marketing-Examples

 Vistara is the joint venture of an airline from Tata Group as well

as Singapore Airlines. It has partnered with Salaam Baalak’s
trust which is a non-profit, as well as a non-governmental
organization, is providing support to street children of Delhi and
Mumbai to fly 12 kids on its first flight ever.
 The kids that were aged between 7 to 12 years were boarded
first with other passengers and their absolute joy of flying for
the first time which was captured in a two-minute film titled,
“When little feet found their wings with Vistara#
FlyTheNewFeeling”.
 https://www.youtube.com/watch?v=VevKXa8uIyM&t=6s
Cause Related Marketing-Examples

 Johnson Tiles ‘Red Ramp Project’: Bath tile maker, Johnson Tiles always
wanted to sensitize the Indian society towards making public places
disable-friendly. With over ten million physically challenged people who
can’t go to the beach, temple, church, airport as well as malls, there
arose a need to exhibit how the country’s public spaces required to be
made disable-friendly.
 Johnson Tiles launched the Red Ramp Project where a ramp was built
on Kiri beach in Goa. Since the disabled people could now visit the
beach via the tiled ramp as well as feel the waters lapping their feet.
 A campaign video was created which showed three protagonists who
had varying physical challenges. The film showed how this ramp helped
them fulfill their long-awaited dream- to visit the beach.
 https://www.youtube.com/watch?v=xiTOg6ntpB8&t=179s
Cause Related Marketing-Examples

 Educate The GirlChild by Nestle-Consumer goods magnate

Nestle set foot into one of the partnerships with Mumbai-
based education reform non-profit Nanhi Kali in late 2016
in order to Educate the Girl Child in a long term project of
the same name.
 Nanhi Kali has also worked before for many years in order
to improve opportunities for Indian girls from low-income
as well as otherwise disadvantaged families to avail
opportunities for education.
 https://www.youtube.com/watch?v=J1XCNr1cSqo&t=19s
Benefits of Cause Marketing

 An enlargement in brand loyalty

 Boost up in employee morale
 Growth in sales
 Company reviews as well as positive press coverage
 Distinction from the competition
What is Micro Marketing?
 Micromarketing is an approach to advertising that tends to
target a specific group of people in a niche market. With
micromarketing, products or services are marketed directly
to a targeted group of customers.
 To make use of micromarketing techniques, a company has
to narrowly define an audience by a particular
characteristic, such as gender, job title, age, or geography,
and then create campaigns geared toward that specific
group.
Key Takeaways of Micro Marketing

 Micromarketing is an advertising strategy that allows a

corporation to target a niche group with a particular product
or service.
 With micromarketing, a company defines an audience by a
specific trait, such as gender or job title or age range, and
then creates campaigns geared toward that specific group.
 A company's ultimate goal in micromarketing is to
communicate to a targeted group of consumers and get
them to take action, such as buying a good or service.