marketing research
TRANSCRIPT
MARKETING MANAGEMENT
MARKETING INFORMATION SYSTEM AND MARKETING RESEARCH
GROUP MEMBERS
1.PRIYANKA BANKA2.RAKESH BHANUSHALI3.AKSHAY MALANKAR4.YOGITA PATEL5.TULNA BUTALIA6.UJALA SINGH
MARKETING INFORMATION SYSTEM
What is marketing information system..??
Definition -By K. Cox and R. Good
A set of procedures and methods for the regular and planned collection, analysis, and presentation of information in making marketing decision.
-By William Stanton
MIS is an ongoing process, organized set of procedures and methods designed to generate, analyze, disseminate, store and retrieve information for use in making marketing decision.
MARKETING INFORMATION SYSTEM
MARKETING INFORMATION SYSTEM
Characteristics of MIS………..
1. Ongoing process.2. Acts as a data bank.3. Operates in a rational and systematic manner. 4. Future oriented.5. Data processing by operations research techniques.6. Computer based methods.7. Provides steady flow of information.8. Connects between marketing environment and marketing
decision makers.
MARKETING INFORMATION SYSTEM
Need for Information System……….
1. Anticipation of Consumer Demand.2. Complexity of Marketing.3. Significance of Economic Indicators.4. Significance of Competition.5. Development of Science And Technology.6. Consumerism7. Marketing Planning.8. Information Explosion.
MARKETING INFORMATION SYSTEM
Components of MIS….
1. Internal marketing system.
2. Marketing intelligence.
3. Marketing research.
MARKETING RESEARCH..!!!
MARKETING RESEARCH
What is marketing research…?
MARKETING RESEARCH
MARKETING RESEARCH
MARKETING RESEARCH
Features Of Marketing Research…..
Features
Intensive study
Planned process
Orderly investigation
Intensive investigation
Scientific approach
Rational outlook
Defined purpose accuracy Standardized
processScientific attitude
Decision tool
MARKETING RESEARCH
Importance of marketing research…
a) Decreases communication gap between consumers and producer.
b) Ensures maximum consumer satisfaction.c) To formulate accurate and realistic plans ,can ensure quick
ways to profit.d) It enables management to anticipate neat and adapt
changes.e) Keeps updated with growth of science and technology.
MARKETING RESEARCH
Objectives of 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 “R”s of marketing.g) Makes goods acceptable and saleable.
MARKETING RESEARCH
Areas of marketing research……
Market Product Price Promotion
Personal selling Advertising Publicity Sales
promotionPublic
relations
Distribution
MARKETING RESEARCH
What marketing research can do for the business?
What? What is the product?
Who? Who are the buyers?
Why? Why do they buy?
How? How do they buy?
When? When do they buy?
Where? Where do they buy?
MARKETING RESEARCH
Product research…….
a. What is product research?
b. Importance of product research .
c. Area of product research.
MARKETING RESEARCH
MARKETING RESEARCH
Sales research……
1. What is sales research?2. What does sales research includes
a) Market potentialb) Sales forecastingc) Sales analysisd) 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?
Areas of consumer research.
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.iv. Recognition tests are also known as readership test.v. 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 1950’s 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
Surf excel variants…!!!
Surf Excel Blue
Surf Excel Quick Wash
Surf Excel Matic (Automatic)
Surf Excel Detergent Bar
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
RANGE & PRICEOF PRODUCT
2KG 1KG 500G 115G 50G 25G Rs405 Rs210 Rs115 Rs20 RS10 Rs5
MARKETING RESEARCH
Surf Excel Quick Wash…!!Do bucket pani rozana hai bachana – year 2003
MARKETING RESEARCH
Surf excel matic..!!
1. 85% of the machine household used house hold powder.
2. Poor wash results in machines.
3. “the machine is not guilty use the right detergent”
4. Rapidly growing user ship.
MARKETING RESEARCH
Surf excel detergent bars..!!After the product research of different companies it came to a conclusion that many of the detergent bars had china clay in them.This lead to the leaving residues on the clothes and decreasing the quality of the clothes.NIL mineral bar – patented technology.No residue better cleaning.
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.•Don’t 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 wereinvited 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.