MARKETING INFORMATION SYSTEM
The Importance of Information Marketing Environment
Customer Needs
Why Information Is Needed Strategic Planning
Competition
Marketing Information Systems
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• a MkIS is generally computer-based and involves the production, analysis, storage, dissemination, and retrieval of information to support marketing decision making • it generates reports and studies as needed • it analyzes data using mathematical models that simulate the “real world” • it integrates old and new data to update information and to identify trends
‘MKIS (MIS) is a set of procedures and methods for the regular, planned collection, analysis and presentation of information for use in marketing decisions’ American Marketing Association
Input into a Marketing Information System Industry data
Accounting and sales reports
Competitor information
Marketing Information System
Marketing decision maker
2000 - Dwayne D. Gremler
Government statistics
Marketing research findings
The Marketing Information System Marketing Managers Marketing Information System
Distributing Information
Assessing Information Needs
Marketing Decisions and Communications
Developing Information
Information Analysis
Internal Data
Marketing Research
Marketing Intelligence
Marketing Environment
Functions of an MIS: Assessing Information Needs
Information Managers Would Like to Have
What They Really Need & What is Feasible to Offer
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Functions of a MIS: Developing Information Obtains Needed Information for Marketing Managers From the Following Sources Internal Data Collection of Information from Data Sources Within the Company From: Accounting, Sales Force, Marketing, Manufacturing, Sales Marketing Intelligence Collection and Analysis of Publicly Available Information about Competitors and the Marketing Environment From: Employees, Suppliers, Customers, Competitors, Marketing Research Companies Marketing Research Design, Collection, Analysis, and Reporting of Data about a Situation
Functions of a MIS: Distributing Information Information Must be Distributed to the Right Managers at the Right Time.
Distributes Routine Information for Decision Making
Distributes Nonroutine Information for Special Situations
The Marketing Research Process Defining the Problem and the Research Objectives Developing the Research Plan
Implementing the Research Plan Interpreting and Reporting the Findings
Sunrise Confectioners: Case Study • 1997 ACTION: $10,000 investment in consumer research into the likes and dislikes of the primary target market: ! Mothers with young children • OBJECTIVE: Raise brand awareness and boost sales of Sunrise Confectioners’ range of Binka jelly products. • RESEARCH HIGHLIGHTED: • ! Consumers were unaware that the brand featured natural flavours • ! Women who were purchasing the product for their children also ate the product
• STRATEGY: Relaunch Binka’s natural jellies as the Natural Confectionery Co. • ! New packaging • ! Promote no artificial flavours and colours message • ! Increased investment in TV advertising • – Commercial featuring Olympic runner, Lauren Hewitt • – Co-sponsored the reality TV show Big Brother • RESULT: Sales jumped 100%, with turnover almost 10 times greater than prior to the re-
Steelcase • Steelcase used observational research – video cameras – to observe how people actually worked in teams to develop office furniture. 13
Analyzing Marketing Information • Many companies utilize customer relationship management (CRM) – Software & analytical tools that integrate customer information from all sources, – Analyzes it in depth, – Applies the results to build stronger customer relationships.
• Companies look for customer touch points. • CRM analysts develop data warehouses and use data mining techniques to find information out about customers.
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Databases, Data Warehouses, and Data Mining • Database - collection of information from a variety of internal & external courses that is organized, stored, and updated in a computer. • Data Warehouse - an enormous collection of internal and external data from millions of customers, suppliers, etc. • Data Mining - a technique to search, inquire, and update Data Warehouses
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• 3M, whose best-known products are Post-it Notes and Scotch tape, operate in more than 60 countries. It recently introduced a $30 million online information system and all its senior executives get their information from the online database. • British-based retailer Marks & Spencer uses information generated from customer credit cards to better tailor its marketing efforts.
Wal-mart – provides suppliers with timely sales data with its Retail Link system, major suppliers have “earth stations” installed by w/c they are directly connected to Walmart’s info network – lets suppliers know what to produce and where to ship the goods (automatic replenishment) based on Walmart’s scanner data Tim Friesner - Marketing – no need for purchase orders
Task..... What is mystery shopping and How King fisher Airlines uses it?
Submission of first assignment on 10th March • Topic: Marketing Plan of any innovative product or service not existing in the market( format of the marketing plan as discussed or refer to the book of Kotler and Jha) General Guidelines: • Handwritten • Ruled sheets to be used(one sided) • Details on the Front page: – Topic – Name of the student – Roll no. – Class -Section -Subject
• Index to be formed on the second page