MARATHA MANDIR'S BABASAHEB GAWDE INSTITUTE OF MANAGEMENT STUDIES

Marketing Research Application

Topic : Product Research Presented to : Prof. Shilpa ShindePresented by :

NameRoll NumberA-21Rohan MalusareA-27Affan ShaikhA-35Omkar Warekar

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What is Product Research?Uses Of Product Research?

Understand different perceptions about your products between groups.Easy to understand Customer attitudeProvide information needed to design a qualitative product, features of the product.Research can also provide information about the size and performance of markets Ansoffs MatrixIdentify unserved need.

Ansoff's matrix

Procedure used in product research include the following steps :1)Developing an overall product strategy based on market needs,industry structure and Corporate resource2)Developing a flow of new product ideas from a variety of sources3)Develop procedures to screen on a preliminary basis4)Develop procedures for final reasoning.5)Develop product specification with regard to optimum product.6)Product testing7)Test marketing8)Commercialisation, including supervision of the product.

Product Research TechniquesDevelopment Of a New Product Regression analysis Perceptual Maps and Correspondence Factor Analysis Benefit Structure analysis Conjoint Analysis

Improving product features of an existing product Bivariate analysis Semantic Differentiation Scale

3. Product line extension / Brand Extension

Product Research Techniques4.Introduction of new functional features in the product5. Test marketing a new productExperimental designCluster analysis6.Revitalising a declining productDiscriminate AnalysisQualitative Research

General ResearchPre launch Research

Commercialisation Research

Post Launch Research

Thank You

Any Questions?

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