Marketing Management-III

Course Evaluation
Class Participation

20

Group Project (max size of six)

20

Individual Assignment & Quiz

30

End-Term Exam

30

Broad Typology
Exploratory (Godrej Agrovet)
Explanatory (Utsav)

Descriptive (Predominantly Sample

Survey)
Causal
Experimental (Monsanto)
MIXED METHOD
DESIGNS

Godrej Agrovet- Real Good Chicken

Problem: How to communicate the
taste of Chicken?
Objective: This is as tasty as local
one
Exploration through Ethnography

Utsav Distemper
Objective: Upgradation from Chuna
to Distemper in Rural areas
Sample survey findings: Rural
consumers interested in Emulsion
and Premium Emulsion
Followed by qualitative to explain the
above
5

Collecting Rich & Insightful Data Using

a Variety of Methods

Motivation research (1950s)

Ethnographic Methods
Videographic Methods
Netnographic Methods
Projective Methods
Metaphor Elicitation
Anthropological Basis
E.g., Home Visitations
E.g., Shopping with Consumers
E.g., Contents of Handbagsvisual elicitation
6

Linkage of MR with PLC

Innovation
Cycle time

Cash
Flow

R&D,
E
Produc
t
develo
pment

Growth

Maturity Decline

mk
t
int
ro

Tp
To Tp Tb
Tr Tc
BET
p
To=> Opportunity Occurs
Tp=> Opportunity is perceived
Tb=> project begins
Tpp=> project plan
Tr=> product release to
manufacturing
Tc=> positive cash flow
BET=> Break even time

Time

Innovation
Cycle time

R&D,
E
Produc
t
develo
pment

Cash
Flow

To

Tp Tb

Market
Insight
Mining

Growth

Maturity Decline

mk
t
int
ro

Tp
Tr
p

Tc

BET

Time

Usage and Attitude/Habit and

Attitude study
Segmentation Research
Demand Estimation Study
QFD
Feasibility Study
Product Concept Test (Concept
use test/Blind product test)
Product Development Research

Innovation
Cycle time

R&D,
E
Produc
t
develo
pment

Cash
Flow

To

Tp Tb

Growth

Maturity Decline

mk
t
int
ro

Tp
Tr
p

Time
Tc

BET
Brand Concept Test
Pricing Research
Brand Name Test
Packaging Test
Ad concept Test
Ad Test (Pre-launch)
Ad Test (post launch)
10

Innovation
Cycle time

R&D,
E
Produc
t
develo
pment

Cash
Flow

To

Tp Tb

Growth

Maturity Decline

mk
t
int
ro

Tp
Tr
p

Tc

BET

Brand Track
Ad track
Continuous Product Innovation
Research
Line extension Research
Segmentation Research
Customer Satisfaction Research
Marketing Intervention Research

Time

11

MR for managing new ventures..

MR requirement for two type of businesses: (a) Start
up with very little funds (b) For existing listed
company's diversification, having lot of money
A start up needs to take similar decisions with very
little money in hand. A listed company needs
extensive research to convince Board members and
existing lending banks. Start up with very little
money, on the other hand, require faster and cheaper
methods - not necessarily rigorous.
MR for new products with no existing data point.
12

 Developing business strategy: Examples:

Business strategy for new business in "for
profit" healthcare: (a) Whether to go for hub and
spoke model i.e. one main anchor hospital with
many small clinics or whether to go several
speciality hospitals? (b) Which speciality to
focus - heart, OB & Gynae, neuro-spine?
Profit drivers in health care: relative profitability
in OT vs OPD vs canteen vs pharma shop vs
hospital beds? Where to focus?

13

Market Size and Pricing

Market size and pricing:
(a) whether to charge same price when one
clinic is located in posh area of the city while
another clinic is located in middle class locality
of the same city i.e. different paying capacity of
target market.
(b) Locating hospital - whether in Delhi NCR
where there are many hospitals on the premise
that supply creates demand or in richer towns
like Indore, Kanpur, Ludhiana where gap
exists?
14

Research Brief
Example of Ambassador

15

Concepts
Appreciation of brief
Defining TG as STP is the key to
Marketing /Research
Multiple diagnostic
Marketing objective
Research Objective
Key information areas
Variables
16

 Ambassador is an automobile brand in India.

About 1300 Ambassador cars are sold every
month.
The sale to taxi & commercial segment
constitutes about 65%-70% of total sales.

Geographical sales are higher in the states of

Tamil Nadu, Kerala, Andhra Pradesh, Karnataka,
West Bengal, Orissa & Delhi.

17


With the entry of many new variants like Indica
(diesel), Omni, Qualis, Sumo & Esteem (Petrol &
Diesel) the competition in the taxi segment has also
increased.
Competitors also to sustain their volumes have started
concentrating on taxi segment with attractive offers.

As a result the Ambassador sales has come under

pressure in the taxi segment.
18

 Ambassador has two main variants that are very popular in

Taxi segment that are Ambassador Classic 1500 DSL (1500
cc HM Diesel Engine) and Ambassador Classic 2000 DSZ
(2000 cc diesel engine based on Isuzu technology).
The Ambassador 2000 DSZ is better than 1500 DSL models
in terms of Engine power, performance, fuel efficiency &
durability.
The price difference between the two which was earlier at
about Rs. 70-75 K has now been narrowed down to Rs. 43 K.
The revision in price has given us additional sale in 2000
DSZ but we have lost sales for 1500 DSL variant., but the
loss in sales of Ambassador 1500 DSL is far higher than the
gains in 2000 DSL which means that the shift is happening
to other brands.
19

 Given the above scenario HM would like to

do a market research study to understand
the reasons for sales decline of
Ambassador 1500 DSL w.r.t.

Purchase dynamics of the taxi segment

Price sensitivity vis--vis other factors
Reasons for preference for other models over
Ambassador in the taxi segment.
19-12-2012

20

 Methodology : The research plan should be

comprehensive covering all the information needs with
a high degree of confidence level.
Locations : Tamil Nadu
Sample Size : To be recommended by the Research
Agency
Time : The study has to be completed within least
possible time

Please send your proposal with two days with detailed

methodology, time and cost.
21