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Marketing II Market Research
? Which characteristics do you associate with
Tide after seeing this ad?
Arrogant
Self-absorbed
Male
Brand Associations
Arrogant
Self-absorbed
Male
Brand Associations
Arrogant
Self-absorbed
Male
Brand Associations
P&G engaged in focus groups to understand the meaning of detergents
in the lives of consumers.
P&G also engaged in the
day-to-day lives of consumers to understand their
behavior.
P&G repositioned Tide so that that style became a
main brand association.
Acquiring Customer insights
Consumers wanted to carry their
music library with them in a
non-obtrusive way.
But things can change…
Marketers must continuously track
the changes in consumer
preferences.
Marketers are overloaded with information from various digital sources.
Observe
As a manager
Facilitate
As a brand
Participate
As yourself
Infobesitas
Not more information
but better information
Exam question
25
Marketing Information System
Marketing Information System
Marketing managers and other information users
Obtaining customer and market insights for marketing information
Company
Upstream partners
Company
Upstream partners
Downstream partners Company
? What is the origin of the IKEA
product names?
Ingvar Kampard
Assessing information
needs
Marketing managers and other information users
Obtaining customer and market insights for marketing information
Like to have
Need to have
vs.
Can know
Can’t know
vs.
Every information request has an impact on the
budget.
Assessing information
needs
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
Assessing information
needs Internal
databases
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
Internal databases are a goldmine of
information waiting to be discovered.
Internal sources:
✓ Marketing
Internal sources:
✓ Marketing
✓ Customer dep.
Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting
Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting ✓ Operations
Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting ✓ Operations
✓ Sales
Internal sources:
✓ Marketing
✓ Customer dep.
✓ Accounting ✓ Operations
✓ Sales ✓ Partners
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
10 things wrong
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
Gen. Name Surname Postal code Street
Mr. Jan Peeters 1000 Steenstraat 5
Mrs. Lena Lena Brussels Lentelaan 45
Mr. Lorenzo 2400 Unknown 70
Mr. Bernasek Honza 6000 Heiendaallaan 1OO
Ms. Natasha MERTENS 8000 Steenstraat 56
Mrs. Lucie Sokolova 9000 Boulevard Leopold -
Mrs. Ondřej Dufek 1500 Avenue Louize 4
But a company needs good
data collection and
data mining procedures.
My favorite question:
How did you get to know us?
My favorite question:
How did you get to know us?
Assessing information
needs Internal
databases Marketing
intelligence
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
Competitive marketing intelligence
Blue Ocean Strategy
Free sources of market
intelligence
Websites Annual reports Trade fairs
Free sources of market
intelligence
Websites Annual reports Trade fairs
Free sources of market
intelligence
Websites Annual reports Trade fairs
Some extra
tricks
Job openings can indicate
weaknesses in the defenses of competitors.
Job interviews can unveil strategic changes.
Don’t go sorting through the trash.
…but be aware your competitor
might.
Don’t go sorting through the trash.
…but be aware your competitor
might.
Companies are increasingly
weary of information
theft.
Assessing information
needs Internal
databases Marketing
intelligence Marketing research
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
Exam question
26
Problem definition
Developing the research plan for
collecting information
Implementing the research plan – collecting and
analazing the data
Interpreting and reporting the
findings
Research objectives
Developing the research plan for
collecting information
Implementing the research plan – collecting and
analazing the data
Interpreting and reporting the
findings
1. Exploratory
2. Descriptive
3. Causal
1. Exploratory
2. Descriptive
3. Causal
1. Exploratory
2. Descriptive
3. Causal
Research objectives
Research Plan
Implementing the research plan – collecting and
analazing the data
Interpreting and reporting the
findings
Secondary data
Internal External vs.
1. Relevant
2. Accurate
3. Current
4. Impartial
1. Relevant
2. Accurate
3. Current
4. Impartial
1. Relevant
2. Accurate
3. Current
4. Impartial
1. Relevant
2. Accurate
3. Current
4. Impartial
Not all data is
available
Primary data
Observational research
Survey research
Experimental research
Toy manufacturers observe how
children interact with new toys in the Fisher-Price
Play Lab.
Ethnographic research
Netnography
Observational research
Survey research
Experimental research
Advantages survey:
✓ Descriptive res.
Advantages survey:
✓ Descriptive res.
✓ Flexibility
Advantages survey:
✓ Descriptive res.
✓ Flexibility
✗ Response rate
Advantages survey:
✓ Descriptive res.
✓ Flexibility
✗ Response rate
✗ Quality
Don’t use scales starting with 1
... but use scales starting with 0
Observational research
Survey research
Experimental research
Ideal for
causal research
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
Bread
Apples
Coffee
Chicken
Soap
Bread
Apples
Nescafé
Chicken
Soap
Research objectives
Research Plan
Collecting data
Interpreting and reporting the findings
Contact method:
Advantages mail:
✓ Quantity
Advantages mail:
✓ Quantity
✓ Cost
Advantages mail:
✓ Quantity
✓ Cost
✗ Response rate
Advantages mail:
✓ Quantity
✓ Cost
✗ Response rate (?)
Advantages mail:
✓ Quantity
✓ Cost
✗ Response rate (?)
✗ Flexibility
Contact method:
Phone
Advantages Phone:
✓ Fast
Advantages Phone:
✓ Fast
✓ Flexible
Advantages Phone:
✓ Fast
✓ Flexible
✗ Response rate
Advantages Phone:
✓ Fast
✓ Flexible
✗ Response rate
✗ Cost
Focus groups
Focus group:
✓ Emotions
Focus group:
✓ Emotions
✓ Interaction
Focus group:
✓ Emotions
✓ Interaction
✗ Quantity
Focus group:
✓ Emotions
✓ Interaction
✗ Quantity
✗ Cost
Contact method:
Online
Advantages online:
✓ Fast
Advantages online:
✓ Fast
✓ Flexible
Advantages online:
✓ Fast
✓ Flexible
✓ Cost
Advantages online:
✓ Fast
✓ Flexible
✓ Cost
✗ Response rate
Sampling plan
1. Who?
2. How many?
3. How?
1. Who?
2. How many?
3. How?
1. Who?
2. How many?
3. How?
Neuromarketing
Exam question
27
Research objectives
Research Plan
Collecting data
Reporting findings
Assessing information
needs
Analyzing and using
information Internal
databases Marketing
intelligence Marketing research
Developing needed information
Marketing managers and other information users
Obtaining customer and market insights for marketing information
Brand Positioning
How many brands do we see
daily?
5000
Which are the most
valuable brands?
“A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name ……."
Taste test without brand
Taste test without brand
Taste test without brand
Taste test with a brand
Functions of a brand
Identification
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
Identification &
Responsibility
Search cost reducer
Promise, bond or pact
Symbolic device
Characteristics
Signal of quality
Customer
Based
Brand
Equity
Customer
Based
Brand
Equity
CBBE
SALIENCE
OORDEEL
PERFORMANTIE BEELDEN
GEVOEL
RELATIE
CBBE
SALIENCE
PERFORMANTIE BEELDEN Breadth and depth of awareness
CBBE
SALIENCE
PERFORMANTIE BEELDEN Breadth and depth of awareness Product category structure
Drinks
Drinks
Water Flavoured
Drinks
Water Flavoured
Non-alcoholic Alcoholic
Drinks
Water Flavoured
Non-alcoholic Alcoholic
Hot drinks Soft drinks Juices
Drinks
Water Flavoured
Non-alcoholic Alcoholic
Hot drinks Soft drinks Juices
SALIENCE
OORDEEL
PERFORMANCE BEELDEN
GEVOEL
RELATIE
SALIENCE
OORDEEL
PERFORMANCE BEELDEN
GEVOEL
RELATIE
BEELDEN § Reliability § Durability § Serviceability
§ Style § Price
SALIENCE
OORDEEL
PERFORMANTIE IMAGE
GEVOEL
RELATIE
SALIENCE
OORDEEL
PERFORMANTIE IMAGE
GEVOEL
RELATIE
§ User profiles § Personality and values § History, heritage
The contratiction"
Only two calories!"
Yay!"
… unless you eat hundreds a day"
But Noisy
Like a rattle
Sweet Fresh
SALIENCE
JUDGE MENTS
PERFORMANCE IMAGE
GEVOEL
RELATIE
SALIENCE
PERFORMANCE IMAGE
GEVOEL
RELATIE
§ Quality § Credibility § Consideration § Superiority
JUDGE MENTS
SALIENCE
OORDEEL
PERFORMANCE IMAGE
FEELING
RELATIE
SALIENCE
OORDEEL
PERFORMANCE IMAGE
FEELING
RELATIE
§ Warmth § Fun § Excitement
SALIENCE
OORDEEL
PERFORMANCE IMAGE
FEELING
RELATIE
§ Security § Social approval § Self-respect
SALIENCE
PERFORMANCE IMAGE
FEELING
RELATION
JUDGE MENTS
SALIENCE
PERFORMANCE IMAGE
FEELING
RELATION
JUDGE MENTS
§ Behavioral loyalty § Attitudinal attachment § Sense of community § Active engagement
1. Unique
2. Mirror Image
3. Desired imago
1. Unique
2. Desired
3. Desired imago
1. Unique
2. Desired
3. Strong
Points of
Difference
Points of
Parity
Have a
day!
Nice
brilliant
Fantastic
Wonderful
Great