marketing 2 market research (2014 - 2015)

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:

Mail

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