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MARKETING RESEARCH
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders. - American marketing association.
MARKETING RESEARCH ??.....
VALUE OF MARKETING RESEARCH….
VALUE OF MARKETING RESEARCH
WHAT DO WE SELL…?
WHAT DOES OUR COMPANY / PRODUCT MEAN?
HOW DO CONSUMERS VIEW OUR COMPANY
NEED FOR RESEARCH…
INDUSTRY PERSPECTIVE
LESS TIME FOR DECISION MAKING
BROADER SCOPE FOR MARKETING ACTIVITIES
COMPLEX SYSTEMS OF MARKETING ACTIVITIES
UP-TO-DATE TECHNOLOGIES
CONSUMER INSIGHTS
REACTION OF THE CONSUMER
CONSUMER PERSPECTIVE TO MAXIMISE CUSTOMER SATISFACTION TO IDENTIFY AFTER SALES SERVICE
TO IDENTIFY OPTIMAL PRICING TO MAXIMISE PROFITABILITY
TO INCREASE SALES EFFICIENCY THROUGH EFFECTIVE USE OF MARKET DATA
TYPES OF RESEARCH
BASIC RESEARCH
APPLIED RESEARCH
PROBLEM FINDING RESEARCH
PROBLEM SOLVING RESEARCH
THE MARKETING RESEARCH PROCESS DEFINE THE PROBLEM AND THE RESEARCH OBJECTIVES
DEVELOP THE RESEARCH PLAN
COLLECT THE INFORMATION
IMPLEMENTING THE RESEARCH PLAN
INTERPRETING AND REPORTING THE FINDINGS
SOURCES OF MARKETING RESEARCH
Sources
PRIMARY DATA
SECONDARY DATA
RESEARCH DESIGN
Exploratory • research
•
Descriptive • research
•
Causal research •
•
TOOLS OF MARKETING RESEARCH
1) Questionnaires
- OPEN ENDED - CLOSE ENDED
2) Qualitative Measures 3) Quantitative Measures 4) Technological devices 5) Psychological tools
OVER COMING BARRIERS
• A NARROW CONCEPTION OF RESEARCH • UNEVEN CALIBER OF RESEARCHERS • POOR FRAMING OF THE PROBLEM • LATE AND OCCASIONALLY ERRONEOUS FINDINGS • PERSONALATITY AND PRESENTATIONAL DFFERENCES
The history • Garnier a division of L`oreal • Began in 1907 • Garnier has various products for •skin care
Why Aloe vera?
Benefits of Aloe vera • Softens your skin • Nourishes the scalp • A Natural hair conditioner • Maker the hair silky after use
The Research…
How many use hair colour:-
YES
74% Does not use hair colour
26%
26% use hair colour NO 74%
REASONS WHY PEOPLE ARE AGAINST THE HAIR COLOUR:80 70 60
A- DON’T FEEL THE NEED- 76.3%
50 B – BAD EXPERIENCE- 10.8%
40 30
C – COSTLY- 5%
20
D – CLOSE ONES DON’T ALLOW10.8%
10 0
A
B
C
D
Why do people use hair colour:4% 8% 23%
APPEARANCE 65 FUN - 23 DISGUISE - 8
65%
IMPRESS OTHERS- 4
Colour brands people prefer:60 50 40 30 20 10 0
A
A
B
B
C
D
C
GARNIER STREAKS GODREJ 55% 12% 25%
D OTHERS 8%
Awareness of aloe vera:-
No – 49% Yes – 51%
People preferring aloe vera in their hair colour:-
No
YES - 70
yes
NO - 30
Comparison of the analysis:YES
YES
No
NO
Yes
NO
YES - 26
NO - 74
YES - 70
NO - 30
OBSERVATION ANALYSIS & CONCLUSION (1) SMALL TARGET – 26%->YES (2) PRODUCT POSITIONING – 65% FOR APPEARANCE (3) ESTABLISHED BRAND – 55% USE GARNIER (4) BRAND RECALL – 84% AWARE OF 2-5 SHADES (5) BRAND TRUST - 77% SATISFIED WITH GARNIER HAIR COLOUR
THUS,
GARNIER + ALOE VERA = ACCEPTED BY 70%
THANK YOU
ANY QUESTIONS ?????
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its shareholders. - American marketing association.
MARKETING RESEARCH ??.....
VALUE OF MARKETING RESEARCH….
VALUE OF MARKETING RESEARCH
WHAT DO WE SELL…?
WHAT DOES OUR COMPANY / PRODUCT MEAN?
HOW DO CONSUMERS VIEW OUR COMPANY
NEED FOR RESEARCH…
INDUSTRY PERSPECTIVE
LESS TIME FOR DECISION MAKING
BROADER SCOPE FOR MARKETING ACTIVITIES
COMPLEX SYSTEMS OF MARKETING ACTIVITIES
UP-TO-DATE TECHNOLOGIES
CONSUMER INSIGHTS
REACTION OF THE CONSUMER
CONSUMER PERSPECTIVE TO MAXIMISE CUSTOMER SATISFACTION TO IDENTIFY AFTER SALES SERVICE
TO IDENTIFY OPTIMAL PRICING TO MAXIMISE PROFITABILITY
TO INCREASE SALES EFFICIENCY THROUGH EFFECTIVE USE OF MARKET DATA
TYPES OF RESEARCH
BASIC RESEARCH
APPLIED RESEARCH
PROBLEM FINDING RESEARCH
PROBLEM SOLVING RESEARCH
THE MARKETING RESEARCH PROCESS DEFINE THE PROBLEM AND THE RESEARCH OBJECTIVES
DEVELOP THE RESEARCH PLAN
COLLECT THE INFORMATION
IMPLEMENTING THE RESEARCH PLAN
INTERPRETING AND REPORTING THE FINDINGS
SOURCES OF MARKETING RESEARCH
Sources
PRIMARY DATA
SECONDARY DATA
RESEARCH DESIGN
Exploratory • research
•
Descriptive • research
•
Causal research •
•
TOOLS OF MARKETING RESEARCH
1) Questionnaires
- OPEN ENDED - CLOSE ENDED
2) Qualitative Measures 3) Quantitative Measures 4) Technological devices 5) Psychological tools
OVER COMING BARRIERS
• A NARROW CONCEPTION OF RESEARCH • UNEVEN CALIBER OF RESEARCHERS • POOR FRAMING OF THE PROBLEM • LATE AND OCCASIONALLY ERRONEOUS FINDINGS • PERSONALATITY AND PRESENTATIONAL DFFERENCES
The history • Garnier a division of L`oreal • Began in 1907 • Garnier has various products for •skin care
Why Aloe vera?
Benefits of Aloe vera • Softens your skin • Nourishes the scalp • A Natural hair conditioner • Maker the hair silky after use
The Research…
How many use hair colour:-
YES
74% Does not use hair colour
26%
26% use hair colour NO 74%
REASONS WHY PEOPLE ARE AGAINST THE HAIR COLOUR:80 70 60
A- DON’T FEEL THE NEED- 76.3%
50 B – BAD EXPERIENCE- 10.8%
40 30
C – COSTLY- 5%
20
D – CLOSE ONES DON’T ALLOW10.8%
10 0
A
B
C
D
Why do people use hair colour:4% 8% 23%
APPEARANCE 65 FUN - 23 DISGUISE - 8
65%
IMPRESS OTHERS- 4
Colour brands people prefer:60 50 40 30 20 10 0
A
A
B
B
C
D
C
GARNIER STREAKS GODREJ 55% 12% 25%
D OTHERS 8%
Awareness of aloe vera:-
No – 49% Yes – 51%
People preferring aloe vera in their hair colour:-
No
YES - 70
yes
NO - 30
Comparison of the analysis:YES
YES
No
NO
Yes
NO
YES - 26
NO - 74
YES - 70
NO - 30
OBSERVATION ANALYSIS & CONCLUSION (1) SMALL TARGET – 26%->YES (2) PRODUCT POSITIONING – 65% FOR APPEARANCE (3) ESTABLISHED BRAND – 55% USE GARNIER (4) BRAND RECALL – 84% AWARE OF 2-5 SHADES (5) BRAND TRUST - 77% SATISFIED WITH GARNIER HAIR COLOUR
THUS,
GARNIER + ALOE VERA = ACCEPTED BY 70%
THANK YOU
ANY QUESTIONS ?????
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