s-3 marketing intellegence system and consumerism
TRANSCRIPT
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
1/62
Marketing Information System
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
2/62
Marketing IntelligenceSystem. (MIS)
Consists of people, equipment, andprocedures to gather, sort, analyze,evaluate and distribute timely andaccurate information to decisionmakers.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
3/62
Components of Intelligence System
Customer Intelligence: This provides usefulinformation on a customers business,preferences or loyalties, personal
demographic details.
Competition Intelligence: This gives
information on strengths and weaknesses ofeach competitor in the territory, the strategyand the tactics being used by them.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
4/62
Purposes of Marketing Intelligence Customer satisfaction Creative and effective marketing strategy Realities of the company and its competitors
Strengths and weaknesses
Realities of the marketplace Opportunities and threats
Competitive advantage Anticipate the competitive move and develop
competitive strategies
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
5/62
Scope of Marketing Intelligence External environment BPEST Analysis
Business (industry) Political and legal environment Economic and demographic environment
Social and cultural environment
Technology and natural environment
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
6/62
Sources of Marketing Intelligence Companys own personnel
Executives Consultants and specialists Purchasing agents Salespersons Other employeesIssue: Always busy people Fail to pass on important information
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
7/62
Sources of Marketing Intelligence Companys supply chain
Suppliers Resellers Business partners Business allies Other marketing intermediaries
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
8/62
Sources of Marketing Intelligence Competitors
Annual reports Speeches and press releases Products and labels Advertisements and other marketing
communications Web sites
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
9/62
Sources of Marketing Intelligence Government sources
Census of population Census of industries Other government agencies and publications
Academic sources Theses and research reports Academic journals Academic forum
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
10/62
Sources of Marketing Intelligence Publications and mass media
Television/radio news Newspapers Magazines and trade journals
Syndicated services Panel data Retail audit Customized reports (on demand)
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
11/62
Analyzing Marketing Intelligence Data Competitor analysis -- knowing about competitors
1. Who are ourcompetitors? 2. What aretheir strategies? 3. What aretheir objectives?
4. What are theirstrengths and weaknesses? 5. What are theirreaction patterns?
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
12/62
Analyzing Marketing Intelligence Data Competitor analysis -- levels of competition
Brand Competition
Industry Competition
Other companies offering a similarproduct and services to the same
customer at similar pricesAll companies making the sameproduct or class of products
Form Competition
Generic Competition
All companies manufacturing
products that supply the same serviceAll companies competing for the sameconsumer dollars
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
13/62
Need For BusinessReporting.
A marketing intelligencesystem relies on internal
company records,marketing intelligence
activities and marketingresearch.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
14/62
Contents of a Marketing Plan.
1) Executive Summary: Thispresents an overview of theproposed plan for quick management
skimming.
It helps higher management toquickly grasp the major thrust of the
plan.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
15/62
Contents of a Marketing Plan.
2) Current Marketing Situation:This presents relevant data related toindustry, market, product,
competition, distribution andenvironment.
Many issues can surface up during the
discussions of market situation.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
16/62
Contents of a Marketing Plan.
3) Opportunity and Issue analysis:This summarizes the mainopportunities/threats,
strengths/weaknesses and issuesfacing the product that the plan mustdeal with. (SWOT Analysis)
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
17/62
Contents of a Marketing Plan.
4) Objectives: This defines the goalsthe plan wants to reach in the areasof sales volumes, market share,
profits and customer satisfaction.
5) Marketing Strategy: Thispresents the broad marketing
approach that will be used to meetthe plans objectives.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
18/62
Contents of a Marketing Plan.
6) Action Programs/Plans: This answerswhat will be done?, who will do it?,when will it be done? And how much will
it cost?7) Projected Profit & loss statement:
This summarizes the expected financialpayoff from the plan.
8) Controls: This tells how will the plan bemonitored?
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
19/62
Data Mining and Warehousing
Data Mining: Database marketing,
customization and CRM require effective
information management.
The first organization to use data warehousing
and mining is Wal-Mart.
Eg. Small retail shop
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
20/62
Data Mining and Warehousing
Data Warehousing: Data Warehousing is an IT
architecture, aimed at storing and organizing
information in a meaningful manner.
Eg. To the Salesman, a data warehousing
should be able to provide information on the
customers background, the last sales call, the
status of any customer complain received.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
21/62
Research Process
Problem Definition
Defining research objectives
Working out a research design
Deciding on the sources of data
Planning and deciding on data collectiontechniques and tools
Analyzing data Making a report and presenting it to the decision
makers
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
22/62
Research Design
Exploratory Research-:
It is conducted when the researcher does not
know how and why a certain phenomenon
occurs.
In doing so, they used focus groups. Since the
prime goal is to know the unknown, this
research is unstructured.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
23/62
Research Design
Descriptive Research-:
Descriptive research is carried out to describe
a phenomenon or market characteristics.
For Eg. A study to understand buyer behavior
to describe the characteristics of the target
market.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
24/62
Research Design
Causative Research-:
It is done to establish a cause and effect
relationship.
For Eg. The influence of income and lifestyle
on purchase decisions.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
25/62
Types of Questionnaires
Open Ended Questions
Close Ended Questions
Ordinal Scales
Interval Scales
Semantic Differential Scale
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
26/62
Examples of Different Types of
Questionnaires
Open Ended Questions
Where the person who is filling thequestionnaire is been given a choice.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
27/62
Examples of Different Types of
Questionnaires
Close Ended Questions
Where the person who is filling thequestionnaire is not been given a choice.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
28/62
Nominal Scales
The Open Ended and the Close EndedQuestions are also known as Nominal Scale
Questions
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
29/62
Ordinal Scales
Ordinal Scales are those where you need torank according to your choice with the options
available.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
30/62
Interval Scales
Interval Scales are those scales where in you
need to rank according to your choice.
The difference here is it would be measured in
Strongly agree, agree, neither agree nor
disagree, disagree, strongly disagree
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
31/62
Semantic Differential Scale
Another type of scaling questionnaire.
Positive and negative adjective can be used.
Each serves as positive and negative end of a
continuum that characterizes the stimulus.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
32/62
Consumerism ?
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
33/62
What is Consumerism ?
Consumerism is an organised movement of citizens and governmentto strengthen the rights and power of buyers in relation to sellers.
Consumerism refers to the wide range of activities of government
business and independent organisations designed to protect rights ofthe consumers.
Consumerism is a collective consciousness on the part of consumers,
business, government and civil society to enhance consumersatisfaction and social welfare which will in turn benefit all of them
and finally make the society a better place to live in.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
34/62
In our Indian system, the consumer has six rights given for his
protection from exploitation from the shopkeepers or sellers.
Consumer exploitation means mistreatment or cheating withconsumer by adulteration, Thagi or in any other unfair form.
To prevent consumer from exploitation, our government have passed
manyActs
from time to time.
Some of them are as follows:-
1. Drug and Cosmetics Act, 1940
2. Prevention of Food Adulteration Act, 1954
3. Essential Commodity (supply) Act, 19554. Monopolies and Restrictive Trade Practices Act, 1969
5. Standard of Weights and Measures Act, 1976
6. Consumer Protection Act, 1986
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
35/62
Why Is It Needed ?
Demand-supply imbalance (demand > supply / demand < supply)
Lack of workable competition (monopoly > perfect competition)
Unfamiliarity with innovations
(poverty, lack of social awareness, accepting life as it is and passiveoutlook)
Unconsciousness about rights
(illiterate uneducated ignorant and ill-informed)
Feign advertisements (a need for consumer guidance) Time consuming legal process
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
36/62
How Has It Come About ?
Before Liberalization :-
No Disposable Income
No Rights & Redressal Forums
After Liberalization :-
Informed Consumer
Proactive Steps By Industry & Government
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
37/62
What It Creates ?
Demand driven economy
Status of king for the Consumer
A more responsive government Minimize imperfections on distribution front
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
38/62
How Is It Affecting Us ?
We now have choices. Regulatory authorities like:
TRAI ASCI
Government have passed many Actsto protect consumers from
exploitation. Some of them are as follows :-
1. Drug and Cosmetics Act, 1940
2. Prevention of Food Adulteration Act, 1954
3. Essential Commodity (supply) Act, 1955
4. Monopolies and Restrictive Trade Practices Act, 19695. Standard of Weights and Measures Act, 1976
6. Consumer Protection Act, 1986
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
39/62
ADVERTISING
&CONSUMERISM
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
40/62
Benefits Of Advertising
Inform
Guide
Contribute to efficiency
Stimulate economic progress
Expand business & trade
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
41/62
Advertising Code
Make honest claims & do not mislead the consumer.
Do not offend the generally accepted standards of public
decency.
Safeguard against the excessive promotion of products which
are regarded as hazardous to society or individuals.
Observe fairness in competition between different brands ofthe same product.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
42/62
Consumer Groups
Advocacy groups that seek to protect people from corporate
abuse.
Example:- unsafe products, predatory lending, false
advertising.
They operate via protests, campaigning or lobbying.
Bodies- Consumer Forum, CAG, VOICE, AIBDA, CICO
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
43/62
Labelling
As per Updated Package Commodity Rule (Jan 1, 2007)
Name & address of the manufacturer
Common & generic names of commodity in package
Name & no. of quantity of each product
Net qty. in terms of std. unit of weight of measure
Month & year of manufacturing / packing
Size / dimensions of commodity (where relevant) MRP
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
44/62
COST OF
CONSUMER PROTECTION
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
45/62
Consumer protection costs may be defined in 3 ways:-
1. Economic costs.2. Social costs.
3. Opportunity costs.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
46/62
ECONOMIC COSTS
Connected with the defending charges of regulatory
agencies and cost of manufacturing consumer safety
devices. Passed on to the consumers through increased prices of
goods and services.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
47/62
SOCIAL COSTS
The social costs are the sum total of all costs to
individuals in society, regardless of whether the costs are
paid by the person who decides whether they will beincurred.
Social costs are the sum of private and external costs.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
48/62
OPPORTUNITY COSTS
Opportunity cost is the cost (sacrifice) incurred by
choosing one option over the next best alternative (which
may be equally desired). Arise from the ordering of social priorities.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
49/62
Methods of Consumer ProtectionThere are four main methods of protecting the interests of
consumers: -
1.Business Self-regulation:
Businessmen can regulate their own behavior and actions by
adopting higher ethical standards. Trade associations and chambers of commerce can check unfair
trade practices used by some businessmen.
2. Consumer Self-help:
Every consumer must be alert as self-help is the best help.
He should educate himself and know his rights and should not
allow unscrupulous businessmen to cheat him.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
50/62
3. Consumers' Associations:
Consumers should form voluntary associations.
These associations can educate and awaken consumers.
They can take organized action and put pressure on businessmento adopt fair trade practices.
4. Government Regulations: The State can ensure consumer protection through legislative,
executive and judicial actions.
The laws enacted by the Government must be strictly enforced
by the executive. Government of India has enacted several laws to protect the
interests and rights of consumers.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
51/62
CONSUMER PROTECTION
ACT,1986
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
52/62
INTRODUCTION
This ACT is a milestone in the history of socio-economic
legislation in the country.
The first ever legislation in India of its kind which solely
aimed at the grief striken consumers who were the victims of
the unfair trade practices and sub standard services rendered to
them.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
53/62
OBJECTIVES
The main objective of the act is to provide for the better
protection of consumers.
The act is intended to provide simple, speedy and inexpensive
redressal to the consumers' grievances, and relief of a specific
nature and award of compensation wherever appropriate to the
consumer.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
54/62
EXTENT AND COVERGAE OF THE ACT
The salient features of the Act are summed up as under :-
The Act applies to all goods and services unless specifically
exempted by the Central Government.
It covers all the sectors whether private, public or cooperative.
The provisions of the Act are compensatory in nature.
The setting up of the dispute redressal machinery was only to
secure and enable speedy justice to the aggrieved consumers.
A U d i 6 f C P i A
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
55/62
As Under section-6 of Consumer Protection Act,
consumer has the following rights:
It enshrines the following rights of consumers:-
Right to safety :- Right to be protected against the marketing of goodsand services which are hazardous to health, life and property of the
consumer. Right to be informed :- Right to be provided all those information on
the basis of which consumer decides to buy goods or services about thequality, quantity, potency, purity, standard and price of goods orservices so as to protect the consumer against unfair trade practices.
Right to be heard :- Consumer has the right that his complaint beheard. Under this Right the consumer can file complaint against allthose things which prejudicial to his interest. Example- The EconomicTimes
Ri ht t h C h h f ll i h b d
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
56/62
Right to choose :- Consumer has the full right to buy good or
services of his choice from among the different goods or services
available in the market.
Right to Seek redress :- Right to seek redressal against unfair trade
practices unscrupulous exploitation of consumers. This Act provides
compensation to consumer against unfair trade practice of the seller.
Right to consumer education :- Consumer education refers toeducate the consumer constantly with regards to their rights. In other
words, consumers must be aware of the rights they enjoy against the
loss they suffer on account of goods and services purchased by them.
The Act envisages establishment of Consumer Protection Councils at
the Central and State levels, whose main objects will be to promote
and protect the rights of the consumers.
C R ibili i
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
57/62
Consumers Responsibilities
1. Consumer should exercise his right
2. Cautious consumer/ Do not buy blindly
3. Filing complaint for the redressal of genuine grievances
4. Consumer must be quality conscious/Do not compromise on quality5. Advertisements often exaggerate/Beware of false advertisement
6. Do not forget to get Receipt and Guarantee/warrantee card
7. Do not buy in hurry
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
58/62
Relief Available To Consumers
Depending on the facts and circumstances, the RedressalForums may give order for one or more of the following relief :-
Removal of defects from the goods
Replacement of the goods
Refund of the price paid Award of compensation for the loss or injury suffered
Removal of defects or deficiencies in the services
Discontinuance of unfair trade practices or restrictive trade
practices
Withdrawal of the hazardous goods from being offered to sale
Award for adequate costs to parties
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
59/62
STRUCTURE
To provide simple, speedy and inexpensive redressal of consumergrievances, the Act envisages a three- tier quasi-judicial machineryat the National, State and District levels.
National Consumer Disputes Redressal Commission - known as"National Commission".
Consumer Disputes Redressal Commissions -known as "StateCommission".
Consumer Disputes Redressal Forums - known as "DistrictForum".
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
60/62
District Forums have the Jurisdiction to entertain complaints:
If the cost of goods or services and compensation asked for is up to Rs.20 lacs.
State Commission has the Jurisdiction to entertain complaints:
It can hear cases involving sum exceeds Rs.20 Lacs and up to Rs.1 Crore.
The State Commission also has the jurisdiction to entertain appeal againstthe orders of any District Forum within the State.
National Commission has jurisdiction to entertain complaints:
It has a Jurisdiction to hear complaints amounting more than Rs.1 Crore.The National Commission besides entertaining the original complaintsalso has jurisdiction to entertain appeals against the orders of any StateCommission.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
61/62
Procedure on Admission of Complaint
The Period of Limitation prescribed for the filing ofcomplaints before District Forum, the State Commission, orthe National Commission is two years from the date on whichthe cause of action has arisen.
On admission of a complaint, a copy of the complaint is to bereferred to the opposite party within 21 days, directing him togive his version of the case within 30 days. This period may beextended by another 15 days.
-
7/30/2019 S-3 Marketing Intellegence System and Consumerism
62/62
THANK YOU