1. Marketing Research & Sales Forecasting

2. What is Marketing Research?
Simply a matter of finding out as much as you can before committing yourself to an irretrievable step
When you do not have answers through your own Market Information and Intelligence System

3. What to find out? What does the customer need?
Who is the target audience and how much can you find out about them?
What is the competition?
Are there any gaps in the market?
Would the product be acceptable in the market?

4. Do I need Marketing Research?
Yes. Provided I know what I want.

5. The MR Process What is the Marketing Problem?
What is the Research Problem?
Developing the Research Plan
Research Approach
Research Instruments
Collecting the Information
Analysing the information
Presentation of findings

6. Data sources Reference Library Directories of Products/Companies
The Bombay Stock Exchange
Industry/Trade Journals
Trade fairs and Exhibitions
Company Annual Reports
Internet

7. Testing Product Acceptability
If your product is a knock - down kit , give it to the factory peon to assemble it.
Post the item back to yourself and assess the damage the transporter does to it.
Try various types of packaging and choose a suitable cost effective option.
Try a number of product names and determine which is more acceptable.

8. Sales Forecasting - Why is it necessary?
To raise the necessary cash for investment and operations
to establish capacity and output levels
to acquire and stock the right amount of supplies
to hire the required number of people

9. Market
A set of all actual and potential buyers of a product or service

10. Potential Market
A set of consumers who profess a sufficient level of interest in a product or service

11. Available Market
A set of consumers who have interest , income and access to a particular product or service

12. Qualified Available Market
A set of consumers who have interest, income, access and qualifications for the particular product or service

13. Target Market
Part of the qualified available market the company decides to pursue

14. Penetrated Market
A set of consumers who are buying the company’s product or service

15. Market Demand Total volume that would be bought by a defined
customer group
geographical area
time period
marketing environment
marketing programme

16. Market Potential
Boom period
Recession

17. Market Minimum
The market potential of the product with minimum marketing effort of the industry

18. Market Potential - Market Minimum
Sensitivity of Demand
Market Potential - Market Minimum

19. Market Forecast
Market demand corresponding to the industry marketing expenditure
This would be lower than the market potential

20. Company Demand
Estimated share of market demand at alternative levels of company marketing effort in a given time period

21. Company Sales Forecast
Expected level of company sales based on a chosen marketing plan and an assumed marketing environment.

22. Sales Target
Sales goal for a product line,company division or a sales rep.It is a benchmark to evaluate achievements against goals set.

23. Sales Budget
Conservative estimate of the expected volume of sales and is used for purchasing.production and cash flow decisions

24. Estimating Market Potential
Chain - ratio method
Demand for Complan =
Population *
per capita discretionary income *
% discretionary income on food *
% spent on beverages *
% spent on health beverages *
% spent on white health beverages *
% spent on Complan

25. Other methods Market built - up method
Industry sales and market shares

26. Estimating Future Demand
Survey of buyer’s intentions
Composite of sales force opinions
Expert opinion
Past sales analysis
Market test method