MARKETING MANAGEMENT

MARKETING INFORMATION SYSTEM AND MARKETING RESEARCH

GROUP MEMBERS

1.PRIYANKA BANKA2.RAKESH BHANUSHALI3.AKSHAY MALANKAR4.YOGITA PATEL5.TULNA BUTALIA6.UJALA SINGH

MARKETING INFORMATION SYSTEM

What is marketing information system..??

Definition -By K. Cox and R. Good

A set of procedures and methods for the regular and planned collection, analysis, and presentation of information in making marketing decision.

-By William Stanton

MIS is an ongoing process, organized set of procedures and methods designed to generate, analyze, disseminate, store and retrieve information for use in making marketing decision.

MARKETING INFORMATION SYSTEM

MARKETING INFORMATION SYSTEM

Characteristics of MIS………..

1. Ongoing process.2. Acts as a data bank.3. Operates in a rational and systematic manner. 4. Future oriented.5. Data processing by operations research techniques.6. Computer based methods.7. Provides steady flow of information.8. Connects between marketing environment and marketing

decision makers.

MARKETING INFORMATION SYSTEM

Need for Information System……….

1. Anticipation of Consumer Demand.2. Complexity of Marketing.3. Significance of Economic Indicators.4. Significance of Competition.5. Development of Science And Technology.6. Consumerism7. Marketing Planning.8. Information Explosion.

MARKETING INFORMATION SYSTEM

Components of MIS….

1. Internal marketing system.

2. Marketing intelligence.

3. Marketing research.

MARKETING RESEARCH..!!!

MARKETING RESEARCH

What is marketing research…?

MARKETING RESEARCH

MARKETING RESEARCH

MARKETING RESEARCH

Features Of Marketing Research…..

Features

Intensive study

Planned process

Orderly investigation

Intensive investigation

Scientific approach

Rational outlook

Defined purpose accuracy Standardized

processScientific attitude

Decision tool

MARKETING RESEARCH

Importance of marketing research…

a) Decreases communication gap between consumers and producer.

b) Ensures maximum consumer satisfaction.c) To formulate accurate and realistic plans ,can ensure quick

ways to profit.d) It enables management to anticipate neat and adapt

changes.e) Keeps updated with growth of science and technology.

MARKETING RESEARCH

Objectives of marketing research..!!

a) Formulation of plans.b) Control and evaluation.c) Minimizing marketing cost.d) Best solutions for the problems.e) Provide insurance cover for survival and growth of

the business.f) 5 “R”s of marketing.g) Makes goods acceptable and saleable.

MARKETING RESEARCH

Areas of marketing research……

Market Product Price Promotion

Personal selling Advertising Publicity Sales

promotionPublic

relations

Distribution

MARKETING RESEARCH

What marketing research can do for the business?

What? What is the product?

Who? Who are the buyers?

Why? Why do they buy?

How? How do they buy?

When? When do they buy?

Where? Where do they buy?

MARKETING RESEARCH

Product research…….

a. What is product research?

b. Importance of product research .

c. Area of product research.

MARKETING RESEARCH

MARKETING RESEARCH

Sales research……

1. What is sales research?2. What does sales research includes

a) Market potentialb) Sales forecastingc) Sales analysisd) Assigning sales territory.e) Fixing sales quotes.f) Market share analysis.g) Markey demand.

MARKETING RESEARCH

Consumer research……

Meaning of consumer research.

Answers to the following questions.•Who are the buyers of the product?•What do they buy?•Why do they buy?•When do they buy?•Where do they buy?•How do they buy?•How often they buy?•How often they use it?

Areas of consumer research.

Motivational research.

MARKETING RESEARCH

MARKETING RESEARCH

Promotion research….

A. Advertising research.a) Copy testing.

Pre-testing.i. Consumer jury test.ii. Laboratory test .iii. Enquiries.Techniques for post testing.iv. Recognition tests are also known as readership test.v. Recall tests.

b) Media selection.i. Print media.ii. Broadcast media.iii. In roster recall method.iv. An audiometer.v. Review.

MARKETING RESEARCH

MARKETING RESEARCH

B. Measuring the effectiveness of advertisement on sales is very difficult.C. Marketing research in India.

MARKETING RESEARCH

Case study..!!

SURF EXCEL..!!

1. Surf excel was launched in late 1950’s in India.2. First brand to set up ONE-STOP SHOP-CALLED CARELINE..3. First brand of detergent to b advertised on television.4. Initially, the brand was positioned on the clean proposition

of “washes whitest”5. With the emergence of numerous local detergent

manufacturers and the entry of other global brands, Surf Excel underwent various changes in its Brand Communication.

MARKETING RESEARCH

Surf excel variants…!!!

Surf Excel Blue

Surf Excel Quick Wash

Surf Excel Matic (Automatic)

Surf Excel Detergent Bar

MARKETING RESEARCH

Surf excel…•Introduced the idea of bucket wash in the Indian mkt.•It had divided the market into two that is the urban and the rural market.•taking both the market opportunities under consideration it came up with surf excel with different range and price product.•Jaisa bhi dag ho surf excel hai na – year 1996

MARKETING RESEARCH

RANGE & PRICEOF PRODUCT

2KG 1KG 500G 115G 50G 25G Rs405 Rs210 Rs115 Rs20 RS10 Rs5

MARKETING RESEARCH

Surf Excel Quick Wash…!!Do bucket pani rozana hai bachana – year 2003

MARKETING RESEARCH

Surf excel matic..!!

1. 85% of the machine household used house hold powder.

2. Poor wash results in machines.

3. “the machine is not guilty use the right detergent”

4. Rapidly growing user ship.

MARKETING RESEARCH

Surf excel detergent bars..!!After the product research of different companies it came to a conclusion that many of the detergent bars had china clay in them.This lead to the leaving residues on the clothes and decreasing the quality of the clothes.NIL mineral bar – patented technology.No residue better cleaning.

MARKETING RESEARCH

•In the year 2005-2006 it came up with the tag line “ daag achae hai”•Indian market have more emotional people then rational thinkers.•Surf came up with this line stating that if children play they learn something new.•But playing leads to dirt.•Don’t stop them from playing as play = dirt = learn.•This comes with the conclusion that Dirt Is Good.

MARKETING RESEARCH

In 2005 & 2006 Surf launched Paint and Games Masti where children wereinvited to participate in various activities designed to communicate that “Dirt is Good”.

MARKETING RESEARCH

Conclusion…!!

At every stage of development of the product that is from the base product of surf excel to the surf excel bar the company has gone through various market research at every level.Proper marketing research can lead to the development of the brand.