market estimation

WELCOME TO THE

ENTREPRENEURIAL PROGRAM

Today – Market estimation

Agenda

QUICK GROUP PRESENTATIONSWHAT ARE YOU WORKING ON

HOW WILL YOU WORK ON YOUR MARKET ESTIMATION

MARKET RESEARCHDIFFERENT TYPES OF MARKET RESEARCH

CUSTOMER SEGMENTS, TARGETING & POSITIONINGMARKET ESTIMATION

WORKING ON THE PROJECTSPROJECT STRUCTURE GROUP SUPERVISION

GROUP PRESENTATIONS

MARKET RESEARCH

Why do market research?

Definition

Marketing Research is:

”The process of designing, gathering, analyzing and reporting of information that may be used

to solve a specific marketing problem” (Burns & Bush, 2000)

Before doing market research, one should have:

• A clear objective as to what the organization is aiming to achieve – both through marketing and corporate objectives

• A reasonable understanding of the targeted segments, and thus an ability to position the product or service

HOW TO DO MARKET

RESEARCH ?

MARKET RESEARCH TOOLS

Primary Research Methods

Observations (going native + antropology)

Focus GroupsIn-Depth Interviews (In person, mobile, Skype or by using

video conference)

Questionaries (personal, mobile, online, e-mail)

MARKET RESEARCH TOOLS

Secondary Research Methods(Desk Research)

Intern information (sale, payment, inventory)

External information (Published or Commercial market research reports, Information about competitors, Government reports, Industry specific homepages

Market Research1. Ask the customers what they want

2. Ask the customers what they dream of

3. Talk to ”non-customers”

4. Talk to competitors

5. Understand the competitors’ business model

6. Know the positioning map of the industry

7. Talk to distributors

8.TEST!!!

WHAT CAN WE LEARN FROM TOMATO SAUCE ?

STP)Segmentation

– Determinations of variables that will influence which customer segment you focus on

Targeting– How many segments should you target?– Which segment should you target?

Positioning– Which position within a segment do you want to obtain?

Definition

Segmentation is the ability to:

”…divide the markets into groups, or clusters, of customers based upon realistic and meaningful criteria so as to offer clear, targeted benefits to every customer”

(Wright, 2004)

SEGMENTING BY MARKET TYPES

• Mass Market = Undifferentiated• Segments = Homogeneous groups• Niche = Specialized customer segments• Multiple segments = You serve multiple segments at

once – examples could be Google or even Golf courses

• Customized or individual = Dell• Local customer groups = You tailor the offering to

meet local needs

Targeting

• Targeting = Which customer segment should we aim at?

• Can we spot any gaps in the market?

• Look for fit between strategy and resources

Positioning

• The percieved position of the brand!

• Does it differentiate from competitors

• Is there enough customers in that place?

• Multiple positioning strategy = Procter & Gamble

MINI CASE - 15 min

List of car BRANDS

FORDFERRARIBMWVOLVOMERCEDESKIATOYOTA

MINISEATSUZUKIRENAULT

Positioning map for carsNiche Market

Sporty

Mass Market

Safety

How to Estimate the

market potential?

Estimating Market Potential Check-List

Estimating the market or market potential for a new business or business expansion is critical in determining the economic feasibility of a venture. Estimating the market potential will determine if the market is large enough to support your businesses.

• What type of customer will buy the product or service?• Where are these customers located?• How many potential customers (N) are there?• How often do they consume or use it?• What is the Competition?• What are people paying?• What is the Potential for the Market to Develop?• What is my share of the Market

Corn maze in Wake County, Georgia

Estimating Market Potential:

Key Steps in Estimating Market Potential:

1. Define your target market and market segments.2. Define the geographic boundaries of your market.3. Derive average expenditures for the category.4. Determine the average household income for the

area and state.5. Estimate market share

Estimating Market Potential:

MP = market potentialN = number of possible buyersP = average selling priceQ = average annual consumption

FORMULA: MP = N x P x Q

Estimating Market Potential:

EXAMPLE : Agritourism Market Potential AnalysisSituation - estimate the market potential for a new corn maze in Wake County, Georgia. Thefacility will have a maze and hayride. Other activities include pig races, hay bale play grounds,and a petting zoo. The average price for corn mazes in the area is $8.00 per person. They plan totarget children 8 years old and under. There are two other competing corn maze operations.These operations have been in business for over five years and have established a clientele.

Estimating Market Potential: MP = market potentialN = number of possible buyersP = average selling priceQ = average annual consumption

Number of potential customers (target market) =101,600 people under 9 years of age

P - average selling price = $8.00 per person Q - consumption - assumes an average of 1.5 visits per year per child= 1.5

MP= 101,600 * $8.00 * 1.5 = $1,219,200.00

Estimating Market Potential:

EXAMPLE : Agritourism Market Potential Analysis

Adjustment: It is unrealistic to assume that the operation will capture 100% of the market giventhey are new and there are established operations in the area. Need to estimate our market shareof the corn maze business in the county. Market share = Market potential * percent of the market captured.

Assume each corn maze obtains 33% of the market

Market Share = $1,219,200.00 * 33% = $402,336

Use 20% and 10% to see how sensitive the market share number is and if these figures willsupport your business. Market Share = $1,219,200.00 * 20% = $243,840Market Share = $1,219,200.00 * 10% = $121,92

How to dertermine THE Price LEVEL ?

HOW TO - Calculating The Price:1) Cost-plus pricing. Used mainly by manufacturers, assures that all costs (fixed and variable)

are covered and includes a desired level of profit.

2) Demand pricing. Used by companies that sell their product through a variety of sources atdiffering prices based on demand.

3) Competitive pricing. Price according to your competitors. Used in competitive markets withlittle product differentiation.

4) Mark-up pricing. Adds a level of profit to the cost of the product being retailed. Also goodfor products that are co-packed.

Evaluating Price Competitiveness:Investigate your competition. Are your prices in alignment with theirs? What is thevalue of your product relative to theirs? Do not be a price taker or implement a “me, too”pricing strategy if your product can be differentiated and offers a higher value thancompeting products. If your price is too high to compete directly in the market, look for aniche market that desires your product’s attributes and charge accordingly.

How do I KNOW IF MY PRODUCT IS

DIFFERENTIATED ?

3 criteria needs to be fulfilled

1. Does my value proposition differ from what is

currently being offered to the market?

2. Is the segment large enough for my value

proposition?

3. Is it hard for competitors to imitate, copy or

replace my value proposition?

1. OK quality – BETTER in price and size

2. OK price – BETTER in design

3. OK service – BETTER in price

4. Ok speed – BETTER in price and size

EKSTRA

Advertising MediaPrint MediaBroadcasting MediaViral Media

Newspapers: National & Local Newspapers

Magazines: Consumer- & Professional Magazines

TV & Radio

2 EXAMPLES on virale videos

Corporate Blogs

Personal Blogs

TOP TIP on corporate bloGGING

“…businesses with corporate blogs receive 55 percent more traffic than

small businesses that don’t blog”

Source: http://mashable.com/2010/07/20/corporate-blogging-tips/

Billboard

Billboard

Billboard

Billboard

Billboard Battle

Billboard Battle

Ambient Media

Guerrilla

FLASH MOB VIDEO

Mini Task

Which channels are you going to use?

– Find 2 potential channels for your company

– Describe why you have chosen these channels?

– How would you use them?

– What are you going to use it for?

Thanks for today