CLASSIFICATION OF MARKETING RESEARCH

CLASSIFICATION OF MARKETING RESEARCH:

1 CLASSIFICATION OF MARKETING RESEARCH Submitted to: Submitted by: Ms. Ashima Joshi Ashee Gupta

CONTENTS:

2 CONTENTS Definition Classification of Marketing Research Problem Identification Research Problem Solving Research Real Research Bibliography

Definition of Marketing Research:

3 Definition of Marketing Research Marketing research is a func. that links the consumer, customer and public to the marketer through information.

Definition of Marketing Research:

4 Definition of Marketing Research Information used to: Identify & define marketing opportunities & problem. generate, refine & evaluate marketing actions. Monitor marketing performance. And improve understanding of marketing as a process.

Classification M. R.:

5 Classification M. R. Reasons for engagement in Marketing Research To identify problems & To solve market problems.

Classification M. R.:

6 Classification M. R. Marketing Research Problem Identification research Problem Solving Research Market Potential Research Market Share Research Image Research Market Char. Research Sales analysis Research Forecasting Research Business Trend Research Segmentation Research Production Research Pricing Research Promotion Research Distribution Research

Problem Identification Research:

7 Problem Identification Research It is undertaken to help identify problems that may not appear on the surface and yet exist or are likely to arise in the future.

Problem Identification Research:

8 Problem Identification Research Examples: A declining market pot. indicates that the firm is likely to have a prob. Achieving its growth targets. A problem exists if the market pot. is increasing but the firm is losing market share.

Problem Solving Research:

9 Problem Solving Research it is undertaken to arrive at a solution. The findings of problem solving research are used in making decisions that will solve marketing problems. Almost every company conducts problem solving research.

Segmentation Research:

10 Segmentation Research Determines the basis of segmentation. Establish market potential. Select target markets & create lifestyle profiles, demography, media & product image.

Product Research:

11 Product Research Optimal product design. Package tests. Product modification. Brand positioning and repositioning.

Pricing Research:

12 Pricing Research Importance of price in brand selection Pricing policies. Product line pricing. Price elasticity of demand. Response to price changes.

Promotional Research:

13 Promotional Research Optimal promotional research. Sales promotional relationship. Media decisions. Creative advertisings testing. Evaluation of advertising effectiveness.

Distribution Research:

14 Distribution Research Type of distribution. Attitudes of channel members. Intensity of wholesale and retail coverage channel margins. Location of the wholesale and retail outlets.

Real Research- Crunchy Nut Red Adds Color to Kellogg’s Sales:

15 Real Research- Crunchy Nut Red Adds Color to Kellogg’s Sales Kellogg's marketing its product in more than 180 countries as of 2006, experienced a slump in the market and faced a challenge of reviving low cereals sales.

Problem Identification Research:

16 Problem Identification Research The researches: Spoke to the decision makers within the company, Interviewed industry experts, Conducted analysis of available data, Performed some quantitative research & Surveyed consumers about their perceptions and preferences for cereals

Identified Problems:

17 Identified Problems Current products were being targeted to kids. Bagels and muffins were winning for favored breakfast foods. High prices were turning consumers to generic brands. Adults wanted quick foods that required very little or no preparation.

Problem solving research:

18 Problem solving research It developed and tested several new flavors of cereals using mall intercept interviews with adult consumers.

Identified Solution:

19 Identified Solution Based on the result of this product research, Kellogg's introduced new flavors that were more suited to adult palate. For eg: Crunchy Nut Red cereal. The new cereals were supported by a national television ad campaign.

Identified Solution:

20 Identified Solution Major in-store promotion took place. Two millions specially produced sachets were distributed for nationwide sampling campaign.

Result :

21 Result Kellogg’s stated that the new cereal scored very high. Kellogg’s saw an increase in sales, An increase in consumption of cereals at time other than just breakfast.

Bibliography :

22 Bibliography Marketing Research by N. K. Malhotra www.wikipedia.com www.google.com

Thank You!!!:

23 Thank You!!!