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Marketing Management: Marketing Information System and Marketing Research
Marketing Management: Marketing Information System and Marketing Research
GROUP MEMBERS
1. PRIYANKA BANKA 2. RAKESH BHANUSHALI 3. AKSHAY MALANKAR 4.YOGITA PATEL 5. TULNA BUTALIA 6.UJALA SINGH
Characteristics of MIS.. 1. 2. 3. 4. 5. 6. 7. 8. Ongoing process. Acts as a data bank. Operates in a rational and systematic manner. Future oriented. Data processing by operations research techniques. Computer based methods. Provides steady flow of information. Connects between marketing environment and marketing decision makers.
Components of MIS.
MARKETING RESEARCH
MARKETING
RESEARCH
MARKETING RESEARCH
MARKETING RESEARCH
Features
Intensive study
Scientific approach
Decision tool
Planned process
Orderly investigation
Intensive investigation
Rational outlook
Defined purpose
accuracy
Standardized process
Scientific attitude
MARKETING RESEARCH
MARKETING RESEARCH
a) Formulation of plans. b)Control and evaluation. c) Minimizing marketing cost. d)Best solutions for the problems. e) Provide insurance cover for survival and growth of the business. f) 5 Rs of marketing. g)Makes goods acceptable and saleable.
MARKETING RESEARCH
Market
Product
Price
Promotion
Distribution
Personal selling
Advertising
Publicity
Sales promotion
Public relations
MARKETING RESEARCH
Why?
How?
When?
MARKETING RESEARCH
Product research.
a. What is product research?
b. Importance of product research .
MARKETING RESEARCH
MARKETING RESEARCH
Sales research
1. What is sales research? 2. What does sales research includes a) Market potential b) Sales forecasting c) Sales analysis d) Assigning sales territory. e) Fixing sales quotes. f) Market share analysis. g) Markey demand.
MARKETING RESEARCH
Consumer research
Meaning of consumer research.
Answers to the following questions. Who are the buyers of the product? What do they buy? Why do they buy? When do they buy? Where do they buy? How do they buy? How often they buy? How often they use it?
Motivational research.
MARKETING RESEARCH
MARKETING RESEARCH
Promotion research.
A. Advertising research. a) Copy testing. Pre-testing. i. Consumer jury test. ii. Laboratory test . iii. Enquiries. Techniques for post testing. i. Recognition tests are also known as readership test. ii. Recall tests. b) Media selection. i. Print media. ii. Broadcast media. iii. In roster recall method. iv. An audiometer. v. Review.
MARKETING RESEARCH
MARKETING RESEARCH
B. Measuring the effectiveness of advertisement on sales is very difficult. C. Marketing research in India.
MARKETING RESEARCH
Case study..!!
SURF EXCEL..!!
1. Surf excel was launched in late 1950s in India. 2. First brand to set up ONE-STOP SHOP-CALLED CARELINE.. 3. First brand of detergent to b advertised on television. 4. Initially, the brand was positioned on the clean proposition of washes whitest 5. With the emergence of numerous local detergent manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication.
MARKETING RESEARCH
MARKETING RESEARCH
Surf excel
Introduced the idea of bucket wash in the Indian mkt. It had divided the market into two that is the urban and the rural market. taking both the market opportunities under consideration it came up with surf excel with different range and price product. Jaisa bhi dag ho surf excel hai na year 1996
MARKETING RESEARCH
2KG Rs405
1KG Rs210
500G Rs115
115G Rs20
50G RS10
25G Rs5
MARKETING RESEARCH
Surf Excel Quick Wash!! Do bucket pani rozana hai bachana year 2003
MARKETING RESEARCH
MARKETING RESEARCH
MARKETING RESEARCH
In the year 2005-2006 it came up with the tag line daag achae hai Indian market have more emotional people then rational thinkers. Surf came up with this line stating that if children play they learn something new. But playing leads to dirt. Dont stop them from playing as play = dirt = learn. This comes with the conclusion that Dirt Is Good.
MARKETING RESEARCH
In 2005 & 2006 Surf launched Paint and Games Masti where children were invited to participate in various activities designed to communicate that Dirt is Good.
MARKETING RESEARCH
Conclusion!!
At every stage of development of the product that is from the base product of surf excel to the surf excel bar the company has gone through various market research at every level. Proper marketing research can lead to the development of the brand.