MARKETING RESEACH & MARKETING INFORMATION SYSTEM
Table of Content
• • • • • • • Topic 1. 2. 3. 4. 5.
• • •
Founded Vision Founded in Pakistan Headquarters Locations Franchises5 Hierarchy
Review of literature...................................................................................5
Components of a marketing information system Internal reporting system Marketin intelligence system Market research process Defining the problem and research objective
Exploratory research Descriptive research Causal research
Determining specific information need
Secondary data source
Commercial data source Online databases and Internet data source
Company The data collection
Products Brand Portfolio Strategy Suppliers Competitors Distribution Marketing End users Product Management Pricing
Conclusions and recommendation……………………………….14
First of all my company, which I selected that is DUNKINDONUTS.It is a fast food company. Basically it is an American company.
In 1950 Bill Rosen Berg opened the first shop in Quincy, Massachusetts. It licensed the first of many franchises in 1955.
The company’s beginnings were as humble as the food itself. In 1946,
founder Bill and donuts opened up success. To for dunking nationwide. Roseburg scraped together $5000 and started delivering coffee to hungry workers at the workplace. By 1950 Rosenberg had the first real coffee and donut store. It became an overnight come up with a suitable name, Rosenberg capitalized on the fad and Dunkin Donuts was born. Next Rosenberg thought of going
In 1955, the first Dunkin Donuts franchise was sold. Only ten years later Dunkin Donuts crossed the international border into Canada. By 1970, Dunkin Donuts went beyond the shores of North America and opened in Japan. Today there are over 4000 Dunkin Donuts stores in more than 25 countries selling over 4 million donuts a day.
Founded in Pakistan
It comes in Pakistan first time in 2000 in Lahore. Lahore was the head office of this company in Pakistan .Now it is founded in many cities of Pakistan like Karachi, Islamabad, Muree and Peshawar In Islamabad city it has seven outlets where we buy the products of this company.
These outlets are situated in F.10, B.A, F.7, G.10, Sadder, and Askari
Its headquarter in Massachusetts, but in Pakistan its head quarter in Lahore.
There are more than 7000 dunkindonuts worldwide these dunkindonuts shops located in Philippines, Indonesia, South Korea, Thailand and Pakistan.
There are many franchises of dunkindonuts in many countries. In Pakistan dunkindonuts Owner takes the franchise from Abu Dhabi In 2000.
Department Manager Production Production MANAGERR Assistant PM Accounts Manager Production supervisor Administratio n Marketing Manager
Operation OPERATION MANAGERR
Restaurant Manager Assistant RM Operation supervisor
Assistant Account Manager HR department
Crue Member Crue Member
Chain of commands
Review of literature
Marketing research and marketing information system. MIS it consist people, equipment and procedures to gather, sort, analyze, and distribute needed, timely, and accurate information to marketing decision makers. These MIS help to make better marketing decisions. To understand the proper role of information systems one must examine what managers do and what information they need for decision-making. We must also understand how decisions are made and what kinds of decision problems can be supported by formal information systems. One can then determine whether information systems will be valuable tools and how they should be designed
Components of a marketing information system
A marketing information system (MIS) is intended to bring together disparate items of data into a coherent body of information. An MIS is, as will shortly be seen, more than raw data or information suitable for the purposes of decisionmaking. An MIS also provides methods for interpreting the information the MIS provides. Moreover, as Kotler's1 definition says, an MIS is more than a system of data collection or a set of information technologies: "A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyze, evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control". Illustrates the major components of an MIS, the environmental factors monitored by the system and the types of marketing decision, which the MIS seeks to underpin.
The explanation of this model of an MIS begins with a description of each of its four main constituent parts: the internal reporting systems, marketing research system, marketing intelligence system and marketing models. It is suggested that whilst the MIS varies in its degree of sophistication - with many in the industrialised countries being computerised and few in the developing countries being so - a fully fledged MIS should have these components, the methods (and technologies) of collection, storing, retrieving and processing data notwithstanding.
Internal reporting systems
: All enterprises which have been in operation for any period of time nave a wealth of information. However, this information often remains under-utilised because it is compartmentalised, either in the form of an individual entrepreneur or in the functional departments of larger businesses. That is, information is usually categorised according to its nature so that there are, for example, financial, production, manpower, marketing, stockholding and logistical data. Often the entrepreneur, or various personnel working in the functional departments holding these pieces of data, do not see how it could help decision makers in other functional areas. Similarly, decision makers can fail to appreciate how information from other functional areas might help them and therefore do not request it. The internal records that are of immediate value to marketing decisions are: orders received, stockholdings and sales invoices. These are but a few of the
internal records that can be used by marketing managers, but even this small set of records is capable of generating a great deal of information. Below, is a list of some of the information that c Marketing research systems The general topic of marketing research has been the prime ' subject of the textbook and only a little more needs to be added here. Marketing research is a proactive search for information. That is, the enterprise which commissions these studies does so to solve a perceived marketing problem. In many cases, data is collected in a purposeful way to address a well-defined problem (or a problem which can be defined and solved within the course of the study). The other form of marketing research centres not around a specific marketing problem but is an attempt to continuously monitor the marketing environment. These monitoring or tracking exercises are continuous marketing research studies, often involving panels of farmers, consumers or distributors from which the same data is collected at regular intervals. Whilst the ad hoc study and continuous marketing research differs in the orientation, yet they are both proactive.
Marketing intelligence systems:
Whereas marketing research is focused, market intelligence is not. A marketing intelligence system is a set of procedures and data sources used by marketing managers to an be derived from sales invoices sift information from the environment that they can use in their decision making.
Market research process
Defining the problem and research objective Developing the research plan for collecting information Implementing the research plan collecting and analyzing the data
Interpreting and reporting the finding
Defining the problem and research objective
Manager should about the problem and must agree on the research objectives. It is the hardest step in the research process. There are three types of research. Exploratory research To gather preliminary information that will help define problems and suggest hypotheses. Descriptive research
To better describe marketing problems, situations, or market potential for a product or the Demographics and attitudes of consumers. Causal research To test hypotheses about cause and effect relation ships.
It is a source of existing data and spell out the specific research approaches, methods, sampling plans, and instruments will use to gather new data. Determining specific information need • The demographic, economic, and lifestyle characteristics of current soup users. • Consumer usage patterns for soup: how much soup they eat, where, and when. • Retailer reaction to the new packaging. • Consumer attitude toward the new packaging. • Forecast of sales of both new and current packages.
Secondary data source
Secondary data that already exists somewhere, having been collected for another purpose and the primary data, which is collected for the specific purpose at hand. Commercial data source The data suppliers. Online databases and Internet data source Computerized collections of information available from online commercial source.
I visit the multinational company Dunkin Donuts, which is largest coffee chain, company in the world first we see their marking system. Company Marketing Suppliers Competitors Marketing intermediaries End Users
I visited the fast food multinational company, which is DunkinDonuts.It, is a largest coffee and food chain of Pakistan. They also have a particular marketing system in which they carry some suppliers which provide them food, packing, and other material which is help full to make their products. Then they marketed there product or introduce their products in the marketed for selling. Every company always keeps competitors, they also have some competitors for example Mack Donald, Papa Salas, KFC and directly competitors are Rahat Bakers. They sell their product on their outlets, kiosks and seasonal or occasional kiosks so they don’t use the intermediaries. There end users common public. Mostly they targeted the teenagers and children because they think they are their end users.
The data collection
Dunkin Donuts is the only multi national food chain in Pakistan which offers the customer an unprecedented variety of eatables that cater to any need at any time of the day
Donuts & Drink
Ice-cream Donuts & Alaska shake
Sandwich & Croissant
Tea & coffee
Glazed Donuts, Jelly filled Donuts, Chocolate frosted and Boston Cream Donuts.
Dunkin' Brands Inc. is responsible for the worldwide development and marketing of quick service restaurant brands including Dunkin' Donuts, Baskin-Robbins and Togo's. With the combined retail units of these three brands, Dunkin' Brands is one of the world's largest quick service restaurant.
Dunkin' Brands has a unique portfolio of three complementary day part brands, Whose core menus cater to customers' tastes at different times of day in one location.
The objective of Dunkin' Brands is to lead and build great brands. To achieve this objective, the company is pursuing six key strategies including: multibranding concept development, Dunkin' and Togo's brand revitalization, Baskin-Robbins revitalization, product innovations, accelerated brand development, improved operational effectiveness and talent acquisition.
They have food, packing material, and other raw material suppliers. These supplier provide material for making products.
There direct competitors are fast food restaurant like MacDonald, Papa Salas, KFC, and big competitor is Rahat Bakers.
The distribute there products in there outlets, kiosks, and seasonal and occasional kiosk and they also provide home delivery.
They market there product with the help of cable adds, flyers, and banners etc.
There end users are mostly teenagers because they think they are their future customers.
We manage to it with the public and our customer’s suggestions. With the competitor’s product, what they launch and do for the products.
We set our prices with respect to our cost and Marginal productivity of the price.
MIS stand for marketing information system.
They get also marketing information to get there some specific objectives for example: 1 Planning 2 Organizing 3 Coordinating 4 Deciding 5 Controlling They get information to plan out there strategy about product, to set their prices, manage their sale and customers satisfaction level. They organize the whole system and organize their production, operation and administrated members or their workers. With the help of these information the manager coordinate with the staff and discuss the problem and solution of the problems. After coordinating with the staff then they decide the how to compensate the problems of products, suppliers, and staff recruitment.
They use to gather the data internal and market intelligence system. For example they surveying the whole market system and gather the data about market environment and peoples behavior towards their products and their service and their product sale. They also use internal records and reporting system to know about the marketing situation. The manager also make comparison reports then he analyze the data and evaluate the whole situation with the new strategies. Starting Point Factory focus Means Ends
selling and promotion
profit and loss
The selling concept With the help of MIS manager make an selling concept of product and then company manger take some steps to increase their sale and company think how they promote their sales because of these thinking they can get more and more profit. Market Customer needs Integrated Marketing Profit through customer satisfaction
They get information to know about the customer need when they get this information then they decide to how they satisfy their customers because their all business or profit depend on customers satisfaction. They integrated their customers and find out that which type of people or customer use their products mostly then they targeted them. They get all these information to observation, comments cards and their selling products.
After the visiting and data collection about the company I find out some information about their marketing structure and their marketing activities I find out that their MIS system is so powerful because they directly depends on people taste and satisfaction so if they will be know about the public satisfaction level or behavior to ward their products then they can easily get the maximum results. Secondly if the will know about the competitors way of thinking or their ideas then they can survive in the whole market. I sow the difference between the literature review and practical study with the graph from it you can easily know about the difference.
Lining part show the difference Colored art show the collaboration
From this graph we find out that they follow the 75% literature to get the information about the market.
Conclusion & Recommendation
I find out to my practical study the company MIS is bests for gain the information about the market. I just suggest or recommended to their research system should be causal because this type of research can be helped full to know the cause and effect of any market activity.
I gather all the information with the help of my course book (Principles of Marketing) and also from Internet search and some information from cource book of BBA
There is something about the company, which is related to their company thinking or their activity.
At Dunkin’ Brands, Inc., our "soul" purpose is to lead and build brands. For more than 50 years, we’ve been doing just that by leading the Quick Quality segment of the food and beverage industry.
When we say eat, we mean our brands offer original, fun, quality choices, freshly made, that keep people coming back for breakfast, lunch, and throughout the day. When we say drink, we mean our brands offer on-trend, best-in-class coffee and espresso drinks and other signature beverages that people delight in. When we say think, we mean our brands succeed by being smart, strategic, values-based leaders in their categories, and in their communities, because of the innovative way we approach products,
concepts, our customers and franchisees Our values
At Dunkin' Brands, our values guide everything we do:
• • • • • •
Embrace the truth about oneself and the world.
Demonstrate openness and vulnerability.
Acknowledge own mistakes and commit to learning.
Say what you think and do what you say.
Honor the dignity, inclusion, and diversity of others.
Do what is right based on common principles.
Make yourself accountable to the community.
Our Guiding Principles point the way to success:
• • • •
Responsibility with passion at every level.
Excellence in everything we do.
Ownership and accountability for results, success and failure.
Demonstration of good corporate citizenship and responsibility to all constituencies.
Approach every challenge with enthusiasm, energy and excitement celebrate every step of