MARKETING B2

Construction Supplier Research Presentation

INTRODUCTION

• Chucshwal

– In-Depth Interview, Focus Group– Experiment, Summary of Research Findings – Introduction, Attitude & Usage Study, Conclusion

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MAIN OBJECTIVE

• Conduct a Market Research program to help way to maintain loyalty to the company and satisfaction in the service of the operator for

B2 marketing.

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RESEARCH CONDUCTED

• Attitudes & Usage Study• Conducted to determine service qualities and

position

• In-Depth Interviews• Conducted to refine service qualities gathered

from Attitudes & Usage Study

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RESEARCH CONDUCTED

• Focus Group– Conducted to obtain reactions to service

attributes

• Experiment– Conducted to resolve final concerns with key

service attributes

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RESEARCH CONDUCTED

• Research Methods– Define Target Market• Show room or Consignment Store• Construction Store(4+ times a week)• 18-29, 30-39, 40-59 and 60 up years of age

– Number of Interviews• 100

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RESEARCH CONDUCTED

• On West of Bangkok and East of Samuthpakharn Area– Used to attain target consumers

• Interview Scheduling– On through appointments– Throughout month of June-July

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RESEARCH FINDINGS

ATTITUDE & USAGE STUDY

Conducted to determine target market, service qualities and service position

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RESEARCH FINDINGS

ATTITUDE & USAGE STUDY

– Attitudes• Question Example

– “How strongly do you like/dislike servicing on the go?”

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RESEARCH FINDINGS

ATTITUDE & USAGE STUDY

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RESEARCH FINDINGS

ATTITUDE & USAGE STUDY– Summary of Attitude Data

• Most respondents don’t have enough or more little special having enough service.

• Most respondents are indifferent to or like transportation on the go.

• Visiting is a very important factor in deciding on contracts.• Less half respondents don’t know product labels mean.

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RESEARCH FINDINGS

ATTITUDE & USAGE STUDY

– Usage• Question Example

– “What Influences the Respondents' Decision to contract?”

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RESEARCH FINDINGS

ATTITUDE & USAGE STUDY

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RESEARCH FINDINGS

ATTITUDE & USAGE STUDY– Summary of Usage Data

• Most Construction Store consider familiarity long time• Split between supplies considering contract both a old

& new• Most supplies willing to do business with new as well• Time delivery, cooperation when asked if they are

outside normal14

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RESEARCH FINDINGS

IN-DEPTH INTERVIEWS

Conducted to find the tool to build loyalty to company qualities gathered from Attitudes &

Usage Study

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RESEARCH FINDINGS

IN-DEPTH INTERVIEWS

– Main Results• Service

– Majority Liked Adding to special cases – Popular service Added:

» Flexible in practice, Benefits the customer as their own interests.

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RESEARCH FINDINGS

IN-DEPTH INTERVIEWS

– Main Results• Business with new cases

– Majority Approved of promotion strategy– Would try even If not concerned with no brand

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RESEARCH FINDINGS

IN-DEPTH INTERVIEWS

– Main Results• Discount in need

– Majority Approved with cash better– Business needs cash to flow into the business. (Results Given

In Consideration Of Using free products As cash)

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RESEARCH FINDINGS

IN-DEPTH INTERVIEWS– Main Results

• Promotion– Old cases 40-50 percent discount market price– Premium (Gift thanks customer Style)– Majority Wished To Maintain old customer with Sample

Product/test (Limitation On marketing program Processing Of Show room)

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RESEARCH FINDINGS

IN-DEPTH INTERVIEWS– Main Results

• Premium– 100% Gift thanks customer Style– Sample product for marketing plan of store– Courses Product Knowledge– Display Budget support– Promotional material

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RESEARCH FINDINGS

IN-DEPTH INTERVIEWS

– Main Results• Pricing

– Discount for old 40-50 percent market price– Discount for new 40-50 +(premium)

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RESEARCH FINDINGS

FOCUS GROUPS

Conducted to obtain reactions to Final Product Attributes from In-depth Interviews

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RESEARCH FINDINGS

FOCUS GROUPS

– Main Results• Service

– Group 1 Business Owner» Case by Case service and Flexible

– Group 2 Management Officer» (Same)

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RESEARCH FINDINGS

FOCUS GROUPS

– Main Results• Business with new cases

– Group 1 Business Owner» Would try even no brand

– Group 2 Management Officer» Promotion strategy

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RESEARCH FINDINGS

FOCUS GROUPS

– Main Results• Discount in Need

– Group 1 Business Owner» Need high percent business need cash flow

– Group 2 Management Officer» (Same)

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RESEARCH FINDINGS

FOCUS GROUPS

– Main Results• Promotion

– Group 1 Business Owner» Need in cash better and low price for market plan

– Group 2 Management Officer» Premium and Display budget

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RESEARCH FINDINGS

FOCUS GROUPS

– Main Results• Premium

– Group 1 Business Owner» Gift thanks customer Style

– Group 2 Management Officer» (Same) and Training course, sample

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RESEARCH FINDINGS

FOCUS GROUPS

– Main Results• Price

– Group 1 Business Owner» Old cases 40-50 percent market price and New cases

more with premium– Group 2

» (Same)28

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RESEARCH FINDINGS

EXPERIMENT

Conducted to resolve final concerns with key product attributes

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RESEARCH FINDINGS

EXPERIMENT

– Example Questions• Recruitment and selection?• Rules and procedures precribed?• Dealers to comply with the regulations?

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Male Female Not over 29 30-39 40-59 60 Up41 71 15 29 53 5

Owner Chairman86 16

Normal Large่�(More 301 up)

102 0

SEX Age

Position

Organization

SUMMARY OF RESEARCH FINDINGS

– Very few respondents are concerned about Brand of Product.– About half of the respondents do not include really in needs

preparation. – Most people hold save cash priority above all other qualities.– The most common service respondents add to cost were flexible in

practice.– The success of this project relies on premium (Silicone and X5) – Price is the determinant factor for consumer’s decision contact.– Overall people want special that is service, easy and cheap in regards

to construction.

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CONCLUSION

• Price was not an important concern. • Service was an important factor. • B2 Marketing approved of adding to maintain

loyalty.

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