1. MARKET ANALYSIS & RESEARCH

2. To understand how you need to know who!

3. It doesn't matter what you're saying if you're not saying it to the right people!

5. Getting to know ‘Who’ getting to know all about ‘Who’…..

6. Identify, understand and select your Target Audience.

7. Age, Income, location (demographics)
This is achieved by:
SEGMENTATION!
Age, Income, location (demographics)
Lifestyle, behaviour, habits (psychographics)

8. “I always pretend that I’m sitting beside a woman at a dinner party, and she asks me for advice about which product she should buy. So then I write down what I would say to her. I give her the facts , facts, facts. I try to make it interesting, fascinating, if possible, and personal-I don’t write to the crowd.
I try to write from one human being to another … And I try not to bore the poor woman to death, and I try to make it as real as possible.”
DAVID OGILVY

9. 2. Understand your product

10. Characteristics and usability of the product
Market history
Distribution
A&P analysis

11. 3. Determine objectives

12. Or else you’ll end up going in circles

13. 4. Know your budget

14. Dealers and Distribution
Price distribution
Consumer spending
Media costs
C.E.P

15. COMPETITIVE EXPENDITURE ANALYSIS

16. How much money is being spent?

17. Which media?

18. How much is spent on each medium?

19. Which markets are concentrated?

20. How much weight is placed in each market?

21. When do competitors use various media, and how?

22. Determines how factors influence change for all competitive and potentially competitive brands
Infer on money being spent, how they view their target audiences, profile their brands and position themselves.
Determine spending patterns
Why bother?

23. Procter & Gamble CASE STUDY
In an effort to pioneer disposable nappies in Japan faced stiff competition
Competitors entered the market with smaller boxes
Smaller sizes better suited because of lack of space in Japan
Procter & Gamble
(Zikmund et al. 2007)

24. WRONG? what went Failed to understand market demands
Explore and review market trends
Consumer lifestyles and its affect on consumption
what went
WRONG?

25. Johnson & Johnson CASE STUDY
Launched its contact lens, under the pretext of:
Convenience
Enhancing looks
Recommendation of others
Johnson & Johnson
(Zikmund et al. 2007)

26. MARKETING RESEARCH PROCESS
IN A NUTSHELL

27. Exploratory techniques
Discover The Problem
Explore The Problem
Selection of
Exploratory techniques
Data Gathering &
Analysis
Interpretation &
Evaluation
SOLUTION