Ch 04 conducting marketing research and demand forecast

CH 04: CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND

Hannah Rhuelle B. AbelleraAteneo Graduate School of

Business

www.hannahabellera.blogspot.com

6 Learning Concepts

Outline

6 Key Concepts1. Marketing Research2. Marketing Research Process3. Qualitative Measures 4. Characteristics of Good Market Research5. Demand and Measures of Market Demand6. Forecasting Demand


Marketing research is a systematic problem analysis,

model building and fact-finding for the purpose

of improved decision-making and control

in the marketing of goods n and services.

Concept 1What is Marketing Research?


Example 1


Source: www.marketresearchworld.netwww.hannahabellera.blogspot.

com

Concept 2 The Marketing Research Process

1. Define Problem

2. Develop Research

Plan

3. Collect Information

4. Analyze Information

5. Present Findings

6. Make a Decision


Example 2

Problem• How will P&G understand the buying behavior of its consumers?

How to meet the desires/need of the consumers?

Research plan• Focus group• Shop with consumers• Interview in the homes of consumers• Selecting partners for marketing research, Nielsen company• Collection of marketing research information from website

P&G interprets data and strategizes

www.pampers.com , www.pampers.ph/www.hannahabellera.blogspot.

com

http://www.pampers.com/

http://www.pampers.ph/

Concept 3Qualitative Measures

Word Association

Projective Techniques

Visualization

Brand Personification

Laddering


Word Association Example 3

Diaper

Soft drinks

Detergent bar

Fabric conditioner

Sanitary napkin

Toothpaste

Refrigerator


Scientific Method

Research Creativity

Multiple Methods

Interdependence

Value and Cost of Information

Healthy Skepticism

Ethical Marketing

Concept 4Characteristics of Good Marketing Research


Example 4

“Know Your Shopper, Grow Your Revenue”

How they do it?Consumer Panels and Retail Measurement

- Nielsen Consumer Panels

- Point-of-Sale (POS) Technology

Advanced Analytics

- Nielsen Catalina Solutions


A demand is an economic principle

that describes a consumer's desire and willingness

to pay a price for a specific good

or service.

www.investopedia.com

Concept 5What is Demand?


Potential Market

Available Market

Target Market

Penetrated Market

Measures of Market Demands


Demand of P&G ProductsExample 5

High or Low demand of products?

P&G has the largest lineup of leading brands in industry

Over 20 brands reaching over $1 billion in annual sales

Another 20 brands generating around $500 million or more in annual sales


• Prediction of what will happen to your company's existing product sales

• Uses a multi-functional approach

• Consider inputs from sales and marketing, finance, and production should be considered

• Final demand forecast is the consensus of all participating managers

http://www.smetoolkit.org/smetoolkit/en/content/en/416/Demand-Forecasting#sthash.jm67bOrA.dpuf

Concept 6Forecasting Demand


Example

6

has deployed Terra’s Demand Sensing to roughly 75% of its global business

• Multi-Enterprise Demand Sensing

• Inventory Optimization

• Transportation Forecasting


Remember This…

“The aim of marketing is to know and understand the

customer so well the product or service fits him and sells

itself".

-Peter Drucker-www.hannahabellera.blogspot.

com

Summary

6 Key Concepts1. Marketing Research2. Marketing Research Process3. Qualitative Measures 4. Characteristics of Good Market Research5. Demand and Measures of Market Demand6. Forecasting Demand


CH 04: CONDUCTING MARKETING RESEARCH AND FORECASTING DEMAND

Hannah Rhuelle B. AbelleraAteneo Graduate School of

Business


6 Learning Concepts

Ch 04 conducting marketing research and demand forecast

Business

marketing research process1

marketing of goods n

consumers interview

homes of consumers

consumers desire

low demand of products

final demand forecast

hannah rhuelle