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Marketing Research

Presented ByDhandeep Singh

Roll no.-22

Mba-1st sem.


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Definition of Marketing Research

The collection, analysis and communication ofinformation undertaken to assist decision making in

marketing

The application of scientific research methods to obtainobjective information on peoples attitudes andbehaviour based usually on representative samples of

the relevant populations


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Goal of Marketing

ResearchTo provide:

relevant

accuratevalid

and timely

information to facilitate marketing decision

making.


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Uses of Marketing Research

Supplying information needs of marketing process

To understand wider environment

To understand customer needs

To develop and test marketing strategies

To evaluate marketing programmes (for instancepricing)


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Examples

of Marketing Research To measure student satisfaction at University To understand the DMU (decision making unit) in

the family holiday market

To describe mens attitudes toward hair careproducts

To determine if there is a relationship betweenlifestyle characteristics and buying organic food

Understand how to sell more photocopiers


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Marketing Research

Specifies the information necessary to addressthese issues

Manages and implements the data collectionprocess

Analyzes the results

Communicates the findings and theirimplications


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Marketing ResearchProcess


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Classification OfMarketing Research


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Decision and Research

Problems Develop package for new product

Increase Repeat buying behaviour

Introduce New Product

Evaluate Effectiveness of variousdesigns


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Problem Definition

Problem definition involves stating thegeneral problem (usually a marketingproblem) and identifying the specific

components of the problem (informationrequired to address the marketing problem)


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Problem Definition - Example

A car dealership has found that although the number of inquiriesand visitors to the showroom have remained the same to previousyear, sales and market share have fallen dramatically.

This is the general marketing problem.

External factors may be affecting this e.g. rise in number of carsbeing imported.The dealership wants to understand what is

happening among the car buying public so it can take some actionto at least halt the sales decline e.g. What specific informationdo consumers seek when buying a car?, How do other dealershipscompare? These are the specific components of the problem


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Research Approach & Designs

Research Design

Exploratory Research Design Conclusive Research Design

Descriptive Research Causal Research

Cross-Sectional Design Longitudinal Design


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A Comparison of Basic ResearchDesigns

Objective:

Characteristics:

Methods:

Discovery of ideas

Flexible, versatile.

Front end research.

Secondary data

Describes market

characteristics

Prior formulation of

hypothesis. Planned,

structured design

Surveys

Exploratory Descriptive Causal

Determine cause and effect

Manipulate independent

variables. Control of

other variables.

Experiments


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Differences BetweenExploratory and Conclusive

Research

Objective:Characteristics:

Findings:

Outcome:

To provide insights, understandings.Information needed defined loosely.

Research process flexible/unstructured.

Sample is small and nonrepresentative.

Analysis of primary data is qualitative.

Tentative.

Followed by conclusive research.

Test hypothesis/examine relationships.Information needed is clearly defined.

Research process is formal and structured.

Sample is large and representative.

Data Analysis is quantitative.

Conclusive.

Findings input into decision making.

Exploratory Conclusive


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Data Collection

Data

Collection

Primary Data Secondary

Data

Qualitative

Data

Quantitative

Data

Descriptive Causal

Survey Data Observational

& Other Data

Experimental

Data


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Primary Data Collection :UsesTopic Quantitative Research Qualitative Research

Research enquiry Exploratory, descriptive and causal Exploratory and descriptive

Nature of questions and

responses

Who, what, when where, why how many?

Relatively superficial and rational responses.

Measurement, testing and validation , Report

making

What, where ,when, why?

Below the surface and emotional responses

Understanding, exploration and idea generation

Sample Size Relatively large Relatively small

Data collection Not very flexible

Interviews and observation

Standardised

More closed questions

Flexible

Interviews and observation

Less standardised

More open ended questions

Data Numbers, percentages, means

Less detail or depth

High reliability, low validity

Statististical inference possible

Words, pictures

Detailed and in-depth

High validity, low reliability

Statistical inference not possible


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Data Processing

Decisions relation to data processingshould not take place after data hasbeen collected.

Data processing includes: Datachecking, Cleaning, Editing, Coding and

Transcribing(recording) and last Reportmaking.


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Analysis

The purpose of data analysis is to produceinformation that will help address theproblem.

This will be determined by the earlier stagesof the research design, the characteristics of

the date, properties of statistical techniquesand the background of the researcher.


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CASESTUDY


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04/24/10

vikram

thadeshvar@

hotmail.co

m

20

Research

for Head &

Shoulder


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vikram

thadeshvar@

hotmail.co

m

Introduction

Head & Shoulders is a brand of anti-dandruffshampoo produced by Procter & Gamble.

Head & Shoulders is world's No.1 anti-dandruff shampoo. Its A

powerful brand, this brand made its debut in India in 1997.

In the highly competitive Indian shampoo market which is

estimated to be worth around Rs 1800 core, Head & Shoulders is a

major player in the Anti-Dandruff niche.


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vikram

thadeshvar@

hotmail.co

m

Objectives

Understanding and analyzing research for Head &Shoulder

Developing the Marketing Mix Strategies of Head &

Shoulder

Researching penetration of Head & Shoulder


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vikram

thadeshvar@

hotmail.co

m

Marketing Mix

StrategyClean & Balanced Anti-dandruff Shampoo

Refreshing MentholAnti-dandruff Shampoo

Smooth & Silky Anti-dandruff Shampoo


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vikram

thadeshvar@

hotmail.co

m

Product MixClassic Clean Shampoo / Classic Clean 2n1

Smooth & Silky Shampoo / Smooth & Silky 2n1

Restoring Shine / Restoring Shine 2n1

Refresh Shampoo / Refresh 2n1

Sensitive Care Shampoo / Sensitive Care 2n1


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vikram

thadeshvar@

hotmail.co

m

Price Mix

Different size of packet andprice

4ml Rs. 1.5

7.5ml

Rs. 3 90ml Rs.

60

100ml Rs. 69

200ml Rs. 121

400ml Rs. 185

At the time oflaunching it usedprice-qualityinferencestrategy.

Currently it isusing referencepricing as well asvalue pricing.


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vikram

thadeshvar@

hotmail.co

m

Promotion Mix

Hair Saloons

TV advertisement

Sports events

Road shows

Community & Blogs Different Sales Promotions

Schemes

Magazines


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vikram

thadeshvar@

hotmail.co

m

Positioning P&Gs anti-dandruff shampoo

brand, Head & Shoulders, has ropedin actor Kareena Kapoor, Saif AliKhan and Priety Zinta as its newbrand ambassador.

In its advertisements, Head &

Shoulders introduces itself as apremium brand and uses the charmand beauty of beautiful models.

Attractive Banners and Hoardingsare used extensively.

Print media (News papers, lifletsand pamphlets etc.) is used withexclusive high resolution attractivemodels.

The emphasized is on healthy, long

and beautiful hair.


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vikram

thadeshvar@

hotmail.co

m

Recommendation

According to the research done on consumerbehaviour by us consumer are happy with the brandbut the company need to increase more communitybased awareness and also by using blogs.

Innovation, implementation, cost reduction to offerbest competitive price and execution should be thestrategy for continuation to be the market leader.

But price of head & shoulder is little bit high, so theyshould try to reduce cost.


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