Analisis Pasar (Market Research) Pertemuan 7 Matakuliah: U0492 Periklanan I Tahun: 2009-2010
Bina Nusantara University 3 Market Research in Advertising
Bina Nusantara University 4 What is market research? is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market. Market research allows companies to learn more about past, current and potential customers, including their specific likes and dislikes.
Bina Nusantara University 5 What is happening in the market? What are the trends? Who are the competitors? How do consumers talk about the products in the market? Which needs are important? Are the needs being met by current products?
Bina Nusantara University 6 Cara pencarian data Questioner Conduct an FGD Sampling Wawancara (via telepon) Market visit
Bina Nusantara University 7 What is competion? a rivalry between individuals, groups, nations, or animals, for territory or resources. It arises whenever two or more parties strive for a goal which cannot be shared. What is competitor? Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service. Ex: Coca-Cola vs Pepsi, Mc Donalds vs Burger King
Bina Nusantara University 8 Competitor bisa dibagi dalam: Direct Competitor Indirect Competitor
Bina Nusantara University 9 Direct Competitor where products which perform the same function compete against each other. Ex: Honda-Yamaha-Suzuki (kategori sepeda motor). Provider GSM, Indosat, XL dan telkomsel Indirect Competitor where products which are close substitutes for one another compete. Ex: di Indonesia ---> Mc Donalds vs KFC, Coca-Cola vs The Botol, Produk susu dengan milkuat/biskuat
Bina Nusantara University 10 Consumer Behaviour Mengenali tentang perilaku/karakteristik konsumen: Yaitu bagaimana, apa, kapan dan mengapa mereka membeli suatu barang/produk. Belch and Belch mendefinisikan sebagai: 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.
Bina Nusantara University 11 Basic of consumer decision making
Bina Nusantara University 12 Yuk kita nonton iklan