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SUBJECT: Marketing

Task One:

a) What are the types of information available with an organization from its own internal sources?

From internal resources Internal data are usually derived from six sources the accounting system, sales reports, the client list, a Web site “hits” report, company staff, and previous studies. It should be pointed out that a survey or study performed by the company is considered primary data gathering at the time of the study, but that the report retained as a file then becomes part of the internal data. These are all valuable tools for measuring the performance of cultural organizations.

The accounting system can furnish a great deal of interesting information – for example, the break-even point for the company as a whole or for each company -product individually. It also enables the marketing manager to measure how profitable corporate marketing efforts have been. An analysis of the data supplied by the accounting system can orient the firm and the gathering of primary and secondary data. Companies can also use data drawn from sales reports generated

by the box office or customer billings. Box-office data enable the marketing manager to plot the sales curve of a particular event, compare it to previous years, and decide, if necessary, what measures to take. These measures may affect one or several variables in the marketing mix. For example, if there is always a drop in sales a few weeks after the start of an event, it might be worth increasing the promotion budget for this period in order to maintain or increase attendance figures. Such data enable a company to correct a strategy, based on the results obtained. Over the years, company standards may develop as guidelines not only for analyzing or forecasting sales figures but also for enhancing the marketing planning process. The client, subscriber, or donor list of an organization, be it commercial or non-profit, is a mine of interesting information. The geographic location of customers, for example, is actually a company’s trading area.

For other useful information, the marketing manager need look no further than the staff members who actually come into contact with the customers. These include telephone operators, ticket agents, ushers, security guards, guide-interpreters, and restaurant and bar personnel. Employees in communications or sales can collect data that may prove highly relevant to those making the final decisions. Of course, every analyst must be well acquainted with previous studies or surveys. Although the information may have become outdated, it can provide important clues on how to analyze the current situation. It might even be worthwhile repeating the experiment to compare the new data with the old. Finally, thanks to the proliferation of Web sites, it is relatively easy for a company to obtain information on a particular industry. For example, all professional associations in the arts and cultural sector

have an Internet site, many of which provide direct links to the association’s member organizations.1

For your organisation, what are the sources of information available within the company, and how this information being used? Review the system for capturing marketing information, and examine how this system can be improved.

As discussed in previous answer internal data consist of such information as data generated in house for earlier studies as well as analysis of customer files ,Retail organization like mine contains past customer transactions ,letters from customers ,sales call reports, and data collected via warranty cards. Increasingly organization like mine use these data to compute Customer lifetime value profiles for various customer segmentation. These profile include customer acquisitions cost(the resources needed to establish a relationship with the customer),the profit generated

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USING THE DATABASE

1) To Identify Prospect: company identifies orspects by generating leads by advertising their product or servise.The ad generally contains the ad feature ,such as business reply card or toll free phone number.The database is built from these responses.The company sorts through the data base to identify the best prospects,then contacts them by mail,phone,or personal call in an attempt to make them into customers

2) To Decide which customer should get particular

offer.Companies are interested in selling,up selling and cross selling their products and services .company set up criteria describing the ideal target customer for a particular

offer.Then they search their customer database for those who most closely resemble the ideal type .By nothing response rates a company can improve its targeting precision over time .Following a sale , it can set upan automatic sequence of activities

3) To Deepen Customer Loyalty : Companies can build interest and enthusiasm by remembering customer preferences ;by sending appropriate gifts,discounts couponsand interesting reading material

4) To Reactive Customer Purchases: Customer can install automatic mailing programme(automatic marketing) that send out birthday or anniversary cards,Christmas shopping reminders ,offseason promotions,the database can help the company make attaractive or timely offers

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5 ) To Avoid Serious Customer Mistake: Customer

relationship management is the most important concept of the modern day marketing. CRM is all about managing detailed information about the individual customers and carefully managing these customers by delivering superior customer value and satisfaction. CRM is also known as data base management. More than just a software package, it involves people across virtually every area of a company in a process that captures data and applies it to strengthen customer relationships, improve communication, identify and act on selling opportunities, save money, enhance customer loyalty and increase profitability. With the help of CRM the companies can manage the data base of their customers; this data base helps the organization to sort best possible information about the customers and to retrieve it on timely basis. Such laser like precision and efficiency, coupled with the comprehensive customer histories in your CRM program, can add muscle to your sales team, allowing them to spot selling opportunities and act on them. In addition, you can examine data about customers and create profiles of your best and most

profitable customers, dividing them by industry, geography, size of company or other demographics. In doing so, your company can ensure that it is focusing marketing efforts on its best customers and prospects, again avoiding the waste of targeting customers who are not profitable and prospects who aren’t a good fit for your business

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TASK 2

a. What are the advantages of qualitative research over quantitative research?

Qualitative research design is a method of experimentation used extensively by scientists and researchers studying human behavior and habits. It is also very useful for product designers who want to make a product that will sell.

For example, a designer generating some ideas for a new product might want to study people’s habits and preferences, to make sure that the product is commercially viable. Quantitative research is then used to assess whether the completed design is popular or not.

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Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.Qualitative research techniques are relatively unstructured measurement approaches that permits a range of possible response ,and they are creative means of ascertaining consumer perceptions that may otherwise be difficult to uncover

Quantitative market research projects often include larger numbers of respondents (quantity, as the name implies) and for that reason tend to cost significantly more than qualitative market research does

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Qualitative techniques are extremely useful when a subject is too complex be answered by a simple yes or no hypothesis. These types of designs are much easier to plan and carry out, useful when budgetary decisions have to be taken into account.

The broader scope covered by these designs ensures that some useful data is always generated, whereas an unproved hypothesis in a quantitative experiment can mean that a lot of time has been wasted. Qualitative research methods are not as dependent upon sample sizes as quantitative methods; a case study, for example, can generate meaningful results with a small sample group

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b. Assume that a leading toiletries and home products manufacturer has the formula for a new brand of toothpaste which removes bacteria and plaque from the teeth, which build up at night. He wants to know what branding and positioning strategy to follow for the launch of this new toothpaste. Design a qualitative study with discussion group guidelines and projective techniques to be used for focus groups to be used to determine if this toothpaste can be positioned as a “night” use toothpaste.

Recently, there has been a huge growth in the number of different flavors for toothpaste on the market - a trend that is set to have caught the imaginations of many consumers who have grown tired of box standard mint flavorings. Many consumers base a lot of their purchase decisions on how comfortable a toothpaste feels in their mouths, whether the taste is good enough, whether the toothpaste suits their mouth, or whether the toothpaste contains all the possible ingredients for protection of their teeth. They also base their purchases around the ability of the toothpaste to “remove food particles; plaque removal and gum stimulation

Consumers first purchased toothpastes without much knowledge or information concerning the product’s benefits. As new product development increased, and consumers became better informed about the benefits of toothpastes, they began to focus their interest not only on cavity prevention, but also on the health of their gums, their oral hygiene, and their cosmetic appearance. Because consumer interest and toothpaste purchases began to increase, advertising and promotion also began to increase, which lead to the development and addition of the super-premium product class. Consumers began to purchase toothpastes based on the specific benefits each toothpastes and company had to offer. 4 P’S OF PRODUCT MIX 1) Price Under a mainstream-positioning strategy,. The price would be economical as compared to other toothpaste brands to earn maximum profits 2)Product It is a product that should add value to a buyer’s life. It should also add utility, and meet the wants and needs of targeted consumers. The product should be unique and different from all similar products that are already available on the market. The strategy is to differentiate the product’s design and packaging, which in return

will cause the toothpaste to stand out. 3)Place The most important part of marketing is how our product will get from the seller to the buyer. Many products go through a channel of distribution, which involves manufactures, wholesalers, retailers, and consumers 4) Promotion Product promotion is communication spread through advertising, publicity, and sales promotion. Toothpaste would advertise their products by using commercial, magazine ads, the radio, ads that are to be placed in dentist offices, billboards, and the sides of buses. Advertising would also be done to promote new products, remind consumers of existing products, and also promote the image of the company at hand. special coupons and rebates would be offered and also food products Target market proposed strategies The first segment market that ‘toothpaste’ will target will be consumers who are concerned about oral health issues, such as fighting plaque and gum disease. These consumers are known as “therapeutic consumers,” because they purchase products, toothbrushes, that will be the most effective when it comes to oral health care. These consumers “buy anduse products for themselves,”. Consumers in this target marketusually do not care about the price, as long as they are getting the highestquality products. Most consumers in

this segment are adults, especially oneswho have oral health problems. Advertising and promotion would be done through commercials,magazines, radio, and ads put up in places such as dentists offices. Theseadvertising and promotion mediums would target this segment’s consumers, and would focus on the benefits toothpaste has to offer in connection with oral healthcare. Commercials made for this market segment would also show the benefits of the toothpaste, possibly through demonstration. Commercials would air at night during “prime-time”, the time in which most people watch television, and during the day, especially during soap operas. These are the time periods in which more adults watchtelevision.8

Marketing strategy - Launching a new brand:

Well, in this clutter of toothpaste brands is there a possibility for a new brand to grow and gain significant market share? Only a disruptive strategy will help.

How about a toothpaste specially made for brushing at night? If such a product has its benefits and is proven scientifically, then it will be easy to weave a marketing strategy around this concept and make every other brand as morning toothpaste category. This will help the new brand to gain significant market share in its niche, night dental care segment.

Win-Win:

As still significant percentage of people brush only in the morning, a separate toothpaste for night will push more people to brush before going to bed. This will not only improve the topline growth of toothpaste brands, but also help people develop the good habit of brushing twice a day.

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TASK 3

Design and execute an online survey for a DVD rental company. The objective of the survey is to determine the level of competition in the market, and customer satisfaction with existing DVD rentals in your area. Design and email the questionnaire to 25 respondents, and analyse the results.

Around 7 companies offer online DVD rental in the city. Many are powered by LoveFilm, the UK’s biggest online rental company, but the market still offers a good choice of independents and different subscription packages.

See our DVD rental table below for a comparison of some of the biggest online DVD rental companies and what they offer.

Online DVD rental services compared (10)

Online DVD rental providers

Service

provider

Numbe

r of

DVDs

Basic

user

package

Medium

user

package

Premium

user

package

Fre

e

trial

Game

rental

availabl

e

Blockbuste

r 65,000+

£4.88 (2 per month, 1 at a time)

£12.71 (unlimited rentals, 2 at a time)

£15.99 (Unlimited rentals, 2 at a time, 2 in store rentals.

14 days

No

Cinema

Paradiso 65,000+

£4.89 (2 per month, 1 at a time)

£12.49 (unlimited rentals, 2 at a

£14.99 (Unlimited rentals,3 at a time)

14 days

No

Online DVD rental providers

Service

provider

Numbe

r of

DVDs

Basic

user

package

Medium

user

package

Premium

user

package

Fre

e

trial

Game

rental

availabl

e

time)

LoveFilm 65,000+

£3.91 (2 per month, 1 at a time)

£12.72 (unlimited rentals, 2 at a time)

£15.65 (Unlimited rentals, 3 at a time)

14 days

Yes

Out Now b 65,000+

£4.88 (2 DVDs per month, 2 at a time)

£12.71 (unlimited rentals, 2 at a time)

£24.46 (Unlimited rentals,6 at a time)

14 days

No

Tesco c 56,000+

£3.88 (2 DVDs per month, 1 at a time)

£11.72 (unlimited rentals, 2 at a time)

£14.66 (Unlimited rentals,3 at a time)

14 days

Yes

WH Smith c

60,500+

£9.78 (unlimited rentals, 1 at a time)

£12.72 (unlimited rentals, 2 at a time)

£15.65 (unlimited rentals, 3 at a time)

30 days

Yes

The Sun

Movie

Club d

65,000+ £3

We have conducted a survey to compare the level of customer satisfaction as well as the level of competition prevailing in the market.

It gives a great pleasure having you as our esteem customer.

On completing of a successful year, we would like to serve you

better. Kindly fill the following survey and help us to serve

your better.

We appreciate you taking the time to complete this brief

survey. It will help us learn how to better meet your needs for

our DVD rental machines.

The survey will take roughly 3 to 4 minutes to complete.

Remember, survey participants will be given a Promo Code for

a free rental!

Your information will only be used for this research project

and will not be passed on to any other companies.

1. How did you first learn about Instant DVD’s rental

machine?

In-store demo

Flyer handed out in store

Seeing the machine in store

Email referral

Word of mouth

Other

2. How many times have you used Instant DVD’s rental

machine?

Once

2-4

5 or more

3. Since you discovered Instant DVD’s rental machine are you

visiting the store?

More frequently

Less frequently

Same as before

4. If you are visiting more often how many times?

One additional trip per week

Two additional trips per week

More than two additional trips per week

Not Applicable

5. When using Instant DVD’s rental machine what is most

important to you?

Cost

Convenience

Movie selection

Other

6. How would you rate the DVD rental machine as a service?

Very positive

Mildly positive

Makes no difference

Don’t like the service

7. What is important to you when chosing which DVD to rent?

Genre

Top 20 Renters

Actors or Directors

Website showing current and coming New Releases

Other

8. When you buy DVDs do you?

Like to rent a DVD and then buy it if you like it

Just buy a DVD if you think you’ll like it

Mostly buy DVDs as gifts

Rarely buy DVDs

9. Does renting a DVD influence the DVDs you buy?

Makes little difference

More likely to buy a new release DVD

Less likely to buy a new release DVD

10. Are you more likely to buy a DVD if you received Promo

Codes for discounted rentals on other DVDs?

More likely

Less likely

Makes no difference

11. Are you more likely to visit a supermarket or convenience

store where you can rent DVDs?

Much more likely

Somewhat more likely

Makes no difference

Less likely

12. Now that you can rent from an Instant DVD rental

machine?

I will continue to visit the local video store but less often

I will not visit the video store

I will visit the local video store about the same as before

13. Do you know approximately how much your local video

store charges to rent an overnight new release DVD?

More than $7.50

Between $5.50 - $7.50

Between $3.50 - $5.50

Don’t know

14. How would you rate the ability to rent from any Instant

DVD rental machine and return to any other machine?

Extremely valuable

Very valuable

Somewhat valuable

Not valuable

15a. Would you be interested in a monthly subscription where

you can rent unlimited DVDs from any of the machines each

month (1 at a time).

Very interested

Mildly interested

I prefer to just pay $2.99 each time I rent

Not interested

15b. If you were interested in a monthly subsription for renting

DVDs what would you be willing to pay each month for this

service?

16. When you rent or return a DVD at the supermarket or

convenience store what other products might you be interested

in purchasing?

(tick all that apply)

Snacks and drinks to consume while watching the movie

Ready made meals for my next meal

Some household groceries I’m running short of (e.g. Milk, eggs, bread)

My weekly grocery shopping

I wouldn’t buy anything, just rent a DVD

17. What other suggestions for improvement or new features

would you like to see?

(tick all that apply)

A weekly new releases email newsletter

Coming new releases and movie trailers on the Instant DVD website

The ability to view a machine’s inventory online and reserve a DVD for pickup later

The ability to purchase ex-rental DVDs from the machine

Back catalogue DVDs via an online mail order subscription service similar to Bigpond Movies or Quickflix?

Customer satisfaction determination:

A. Was the DVD ordered received within stipulated time: yes/no

B. Was the visual quality of DVD good enough: yes/no

C. Was the sound quality of DVD good enough: yes/no D. Was the DVD correctly sent: yes/no

E. Was the price charged fair: yes/no

F. Was the DVD available on 1

st request: yes/no

G. Was the pick up done on time: yes/no

H. Would you prefer this DVD rental company over other

companies: yes/no

I. Would you like to order again from this DVD parlour: yes/no

J. Are you satisfied with the service? If no why: yes/no

K. Please provide us any other comments, suggestions or feedback you might have:

What is your age?

0-18

18-24

25-34

35-44

45-54

55 or over

Name: Gender: Location:

Analysis for customer satisfaction:

18

19

20

21

22

23

24

A B C D E F G H I J

number ofpeopleanswering inyes

From the bar graph above it can be easily depicted that number of people answering in a positive manner (out of sample size: 25) is very high. So, it can be said that the company is running with great customer satisfaction.

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Few suggestions that were received are:

1. to keep more old English classics 2. to open up more outlets in neighbourhood.

Reference list

References Source

1) 1 www.gestiondesarts.com/index.php?id

article

2) (Consumer Behaviour) by LeonG.schiffman,leslie lazar kanuk ,9

th edition ,pg 40

Book

3) PHILIP KOTLER & KELVIN KELLER edition 12 e , page 107

Book

4) HTTPS://WWW.CRMASSOCIATION.ORG

Web

5) http://www.experiment-resources.com/qualitative-research-design.html#ixzz0I9SKbYZZ&D

Electronic book

6) http://wiki.answers.com/Q/What_are_the_advantages_and_ disadvantages_of_qualitative_and_quantitative_research

Web

7 ) http://www.experiment-resources.com/qualitative-research- design.html#ixzz0I9SkxvWE&D

Web

8) http://www.managementparadise.com

Web

9 )http://www.bizdewz.com/toothpaste-market-selling-a-new-brand/

Web

10) www.instantdvd.com

Web

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