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Stages of Market Research Stage One - Discovering What people want, need or believe How they act Stage Two – Analysis How to market a product or service.

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Presentation on theme: "Stages of Market Research Stage One - Discovering What people want, need or believe How they act Stage Two – Analysis How to market a product or service."— Presentation transcript:

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2 Stages of Market Research Stage One - Discovering What people want, need or believe How they act Stage Two – Analysis How to market a product or service

3 Business Gain From Market Research Market information Market segmentation Market trends

4 Need of Market Research Understand & Anticipate Industry Changes and Market Dynamics using Competitive Intelligence Competitors, Customers & Technologies Are Complex Interdependencies Competitive Intelligence(CI) is about “Seeing Clearly” through Market Illusions

5 What is Competitive Intelligence? Is about substitutes, emerging new entrants, changing technologies and business models to address needs of customers, as it is about competitors Understand unarticulated customer needs today and align assets & innovations for success tomorrow Risk & Reward – risk to the current status quo or goals vector plus reward in addressing new market objectives CI is about Sensing, Interpreting & Acting to Mitigate Threats & Exploit Opportunities in 3 Contexts: – Strategy – existential mission and competency applicability – Operations – performance alignment of assets and interface to industry/market – Tactics – engagement with customers vis-à-vis equivalents

6 Market information Understand & Anticipate Industry Changes and Market Dynamics- – Products – Price – Placement – Demand Supply Chain – etc

7 Market Segmentation Understand and categorize market – Motivation – Geographic – Personality – Demographic – Techno-graphic – Utility – Psychographic – Gender differences – etc

8 Market Trends Market movements upward or downward

9 Top 9 Market Research Companies Top 9 (2009)( In Million USD) 1.Nielsen Company 5, WPP Group (Kantar Group, TNS, 2,000 Millward Brown, BMRB, IMRB International & Ziment Group) 3.IMS Health Inc. 1, GfK AG 1, Ipsos 1, Synovate IRI Westat Arbitron Total market size for Online Market Research in India for 2010 is estimated at USD 1500 Million i.e. Rs,7500 Crores.

10 Speak Asia Online Entering India Current scenario – Unstructured panels in India and urgent demand of International online panel companies – Traditional methods of 90’s (Offline methods) – Net penetration very low in rural markets (small towns & R1,R2 ) – Individual mail ID’s change frequently, Permanent Net Address is not reliable yet. – Indian Net surfers are highly fragmented (26 languages / 8 prime languages ) – Clients don’t care, they want a high quality, Pan India online survey panel, right here, right now.

11 Advantage Effective Panels would require a combination of innovative strategies & local experience

12 Advantage The first effective Online Panel in India from Speak Asia has a clear 1 st mover’s advantage

13 Building An Effective Panel Identify the potential Panellist Introduce Speak Asia Offer him Opportunity to earn Recruit and provide first level training through Franchisees Train on the job for 8 weeks Re-address his concerns and worries Reward his efforts generously Build his loyalty

14 Some Speciality Panels for India – Car users with model & make – Car users with future purchase intention & views – Car sales men – Doctors – General – Doctors with specialisation – Patients with specific ailments like heart disease psychiatric – Pathological labs – Pregnant women & new mothers – Pre Teens & Teenagers with parental consent – IT hardware dealers – IT software & BPO professionals

15 Our Targets For India 75,000 to 100,000 panelists in first 90 days 1.2 Million Panelists by 31 st December 2010.

16 Eligibility of Panelist If you are an existing online panelist with top 10 market research companies with a valid income proof of atleast $1000 in a year. You can join Speak Asia absolutely free. Fresh /other panelists are required to go through training and read training material from “Online Surveys Today” which are also sent to them in “E- Bulletin”. Subscription for 26/52 issues of “Online Surveys Today” E-Bulletins can be purchased from Franchisees, newspaper agents and select book stores.

17 Legal Information ‘Survey Today’ an E-Bulletin is a online periodical - No import duties, VAT and service tax as per the Government of India regulations Subscriptions can be purchased in Indian Rupees from authorized Franchisees, newspaper agents and select book stores. Income generated from working as a panelist or for recruiting other panelist can be sent through bank by Speak Asia from Singapore (As per Government of India regulations). The responsibility of payment of taxes from this income lies with the panelist.

18 Marketing Strategy – Online Panels In India Based on our existing business from International clients, we require about 100,000 panelists in India by 30 th June 2010 For long term business developments, we have appointed an effective sales organization in India with a large sales team

19 Career With Us – Have Fun & Earn Regular Income - A rewarding and interesting career generating an income of upto $ 800 per month Additional income - Support your company in recruitment of panelists and get rewarded as high as $6000 every day Learn More - On job training of 8 weeks Constant Improvement - Continuous feedback with guidance. No Loss – Under training period has no penalties for poorly submitted surveys

20 Some Rules for Panelists Please be a part of Speak Asia Online only if career as a panelist interests you. If you do not fill your surveys properly, you do not get paid. Merely registration on Speak Asia Online site or going through the E-Bulletin and training programs does not entitle you to any income whatsoever. Surveys can be rejected on the following grounds :- – If you deliberately fill the survey with null value, 0 or (–) – If you have given the answers mindlessly

21 Some Rules for Panelists The first question may be – Are you are married ? and Second question could be – When are you planning to get married ? If you answer both the questions as married and planning to get married in 30 days. This means you have answered without reading. If identical answers are given for the same survey from the same IP address, it could mean that a single person has given the same answers for different people without they actually filling up the survey. Our system has a process to check if the survey was filled too fast or by pasting from somewhere or random keys were pressed like “123” or “xyz” such surveys would get rejected.

22 Speak Asia has appointed RACEME - an advertizing and marketing company in India to market its surveys. With the years of experience and a dedicated core team of Raceme Speak Asia expects to be the largest Online survey panel company in India Initiative for India

23 Yahoo! India HCC (Hincon Group) Atul Ltd. (Lalbhai Group) BILT (Thappar Group) Bry-Air (Pahawa Group) Dessicant Rotors International CPS Colors Spectrochem Dynalite Clients JohnsonDiversey (Unilever & Johnson Wax Professionals) Crompton Greaves (India) DKSH Metro Cash & Carry Everstyle Hospitality Groupo Kettal Goodrich Global ThyssenKrupp Liberti World

24 DLF Zenith Steel Pipes (Yash Birla Group) Stream (Stream, Trackmail & Infowayz) GTL Ltd. B.E.P.S Welcome Heritage Esmech City Gold Entertainment Clarion Chain Of Hotels Avni Energy Underwriter Laboratories Worldwide Chinmaya Mission Sahil Exclusive Valson Polyester Pvt. Ltd. Sampark Communication Aanan Suiting Nivada (Nahar Textiles) Ratul Textiles Maxfair Drugs Lucky Star Entertainment BTS Investments Marico Limited Metlife India Insurance Company Ltd. Clients

25 Raceme - Initiative Already initiated dialogues with more than 150 prospective clients which includes – Market Research Companies – Direct Marketing Companies – Advertising Agencies – Top Corporates A dedicated team for sales & marketing Preparation of all support material including collaterals, DMs, EDMs and presentations etc.


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