Marketing Research

L. Retno Adriani, Dra.,Msi

Agus Wijaya SE., MBA
Hp. 081931241888; retno.adriani@yahoo.com
unpar.marketingresearch@yahoo.com

Marketing Research Specifies.

The information required to address the issues;
designs the method for collecting information;
manages and implements the data collection
process;
analyzes the results; and
communicates the findings and their
implications.

THE MARKETING RESEARCH PROCESS OVERVIEW

Getting
Ideas

Research
Problems & Objectives
Identification

Briefing
The Research
Agency

Agency
Research
Proposals
(Research Design)
Approval

Insight

Questionnaire
Evaluation &
Approval

Presentation

Implementation

Goal of Marketing Research

Good marketing research leads to

better decisions
Research is an aid to decision-making, not a
substitute

Market Research

MarketING Research

Deals specifically with the

gathering of information
about a market: its size
and trends, demographics,
macro-economic indicators,
business environment

Covers a wider range of

activities
It may involve market
research
Is a more general systematic
process that can be applied
to a variety of marketing
problems

Market Research

MarketING Research

Total market size, split by

region, trend over the past
few years
GDP, contribution by various
sectors; rate of inflation
Demographic profile of
population by gender, age,
education level, etc.

Understanding of consumer
behaviour: products used,
frequency of usage, brandchoice criteria
Impact of pricing
Evaluation of brand image
Assessment of consumer
response to advertising

DISCUSSION
Nice brand of biscuits, a leader in the market for the
biscuits category has been losing sales over the past 2
years.
Marketing says Sales are not doing their job
properly
Sales says Brands cannot keep growing forever,
therefore do not set impossible targets
Should a MR study be undertaken? Why?
What information to collect before research? (if at
all MR is undertaken)

What enhances utility of Marketing

Research?
Insightful

Actionable

Marketing Oriented

Scientific

Research Needs at various stages of

PLC

CASE 1
HABITS & ATTITUDE STUDY

What is a Habits & Attitudes Research?

A Habits and Attitudes research is designed to collect information about
consumer behavior & opinions related to a category (including brand).
The goals of this qualitative research usually include:
Scoping the business potential of a category
Understand the structure and dynamics within the category
Assess the potential for the category as a whole
Focus effort through understanding the factors that drive consumer choice

Optimizing the current brand/brand portfolio performance in an existing

category
Increase penetration/attract new customers
Improve repeat purchase/reduce churn
Increase frequency and/or volume of purchase

Explore opportunities for new entries

In an existing categories
In new and/or adjacent categories and/or geographies

What kind of information need to be gathered?

Demographics of consumers with different relationships to the category (for example heavy
users, low users, non users, lapsed users or rejecters)
Frequency of usage
Quantity of usage
The dynamics of usage (where, who with, when)
Reasons for usage/non-usage (including price)
Reasons for choice of a particular product type versus an alternative
Product repertoire sizes and compositions
Potential substitutions
Implements associated with/used alongside the category
Needs from the category both emotional and functional and which are most important in
driving choice or preference
Problems experienced with the category including its packaging (nature of the problems,
how much of a concern they are, reasons why they are a problem)
Actions taken to overcome the problems
Perceived causes of the problems
Degree of satisfaction with problem resolution
Shopping behavior (where, who with, who chooses, who purchases)
Consumer attitudes to life in general and specific to the category
Brand awareness, familiarity, usage and preference
Pantry checks to see what is actually in the home

FINAL DELIVERABLE
SWOT Analysis of a seleted brand
Category Landscape
Brand Performance (e.g Level of Brand Awareness
and Usage of Selected Brand)
Brand Imageries
Purchase Habits
Conclusion & Recommendation related to:
New Opportunities in an existing category and/or
adjacent categories
Optimization the current brand/brand portfolio
performance in an existing category

RESEARCH GROUPING
THE PROJECTS

Group 1

Market: Liquid Milk for Kid

Players included in research project:

Ultra Milk & Ultra Mimi
Frisian Flag

Indomilk
Milkuat
Clevo

Milky Day / Moo

Real Good Smartivo & Activo

Boneto
Dancow
Etc
Target user: Mom with kid, 3 7 y.o
Please analyze the final products of your selected brand

RESEARCH GROUPING
THE PROJECTS
Group 2
Market: Liquid Milk for Adult (AMBIENT)

Players included in research project:

Ultra Milk
Frisian Flag

Indomilk
Diamond
Greenfields
Devondalle
Anlene
Etc
Target user: Male / Female, 13 39 y.o

RESEARCH GROUPING
THE PROJECTS
Group 3
Market: Yogurt Drink (drinkable not using spoon)
Players included in research project:
Cimory
Yofit
Heavenly Blush
Biokul
etc
Target user: Male / Female, 19 29 y.o

RESEARCH GROUPING
THE PROJECTS
Group 4
Market: Packaging Format
Players included in research project:
Tetra Pak / Combibloc
Bottle PET
Can
Pouch
Glass
Target user: Male / Female, 19 29 y.o

RESEARCH GROUPING
THE PROJECTS
Group 5
Market: Ready To Drink Tea Market
Players included in research project:
Teh Kotak
Teh Botol
Teh Pucuk
The Gelas
Target user: Male / Female, 19 29 y.o
Please analyze the final products of your selected brand

CASE 2
BRAND & ADVERTISING TRACKING

What is Brand Health Tracking / Research?

The heart a brand tracker seeks to understand the position of a brand in
its competitive context and the development of the brand over time.
Successful brand and advertising tracking is essential for building
successful communications and optimising the marketing strategy.
Research should be able to tell you the following:
Determine if the communications strategy is working in the way it was
intended
Check we are reaching the right people advertising registration and
recognition
Understand how all media works for the brand
Help optimise campaign elements diagnostic feedback
Are we are getting the desired brand and behaviourial responses
Establish whether communications build the brand measure impact
of advertising on the brand and crucially
Justify investments (ROI or performance measures)

What kind of information need to be answered?

A brand equity study (BHT Research) provides us with insights to help
answer the following strategic questions:
What is my relationship with consumers? How well do they know me?
How am I doing? How strong is my brand? Is it getting stronger or
weaker?
What are consumers looking for in this category? What drives their
decisions?
How well am I meeting consumer needs? How am I performing on the
key issues?
How strong is my brand competitively? Am I ahead or behind on the
things that matter?
Where am I vulnerable? Which competitors threaten and how/where?
Whats changing?
Where are the best opportunities to strengthen the brand?
Have I got the priorities right? What should I focus more on? What
should I do less of?
What actions should I take now?

What kind of information need to be gathered?

All brands, in any market, can be assessed in terms of:
Affinity (what they stand for, their emotional / less rational
associations)and
Performance (what they do / are good at / can visibly be assessed on).
A product consist of some combination of affinity and performance.
It is important that we include both rational and emotional elements
within the brand image and personality attributes that feed into our
equity measures.
The anatomy of any brand comprises both rational (performance)
and emotional (softer imagery/ personality) elements.

What kind of information need to be gathered?

Any tracker should encompass each of the three types of measures or
building blocks:
Behavioural measures- claimed consumer behaviour
Brand response measures- non-behavioural related thoughts and
feelings towards the brand as a guide to future behaviour.
Examples are brand momentum, disposition and intangible
emotional benefit measures such as emotional proximity, as well as
affinity & performance imagery dimensions.

Communications registration and responses measures these cover

recognition and interaction with communications and take-out as well
as professed response as a result of exposure.

What kind of information need to be gathered?

Behavioural measures- claimed consumer behaviour

Claimed behaviour
We would typically ask prompted claimed behaviour questions in order to
gauge levels of usership / familiarity with the brand and competitors,
ranging from buy ever, buy nowadays to buy most often.
Average weighted behaviour
In order to segment buyers further, we can ask about frequency of eating,
for example in the beans category this enables us to unpick heavy,
medium and light consumers:
Q: How often do you and/or your household eat this milk?
At least once every two weeks
At least once every three months
At least once a year

What kind of information need to be gathered?

Brand Response Measure:

Spontaneous brand consideration - TOM
Spontaneous brand awareness Total
Prompted brand awareness
Brand Image, in essence you should cover
Core brand essence aspects, e.g. has a strong heritage
Competitor strengths, e.g. has the most innovative recipes
Forward-looking communication that is designed to move, e.g. innovation: always comes up
with new ideas, has modern packaging; word of mouth: hear good things about this brand

Brand Personality
Brand Momentum
Emotional Proximity
Disposition

What kind of information need to be gathered?

Communication registration and responses measure:

Total Communication Awareness
Prompted awareness by media channel
Richness of TV memories and take-out
Recognition and branding
Likeability
Diagnostic response and take-out
Involvement
Memorability
Clarity
Reappraisal
Credibility

FINAL DELIVERABLE
SWOT Analysis of a seleted brand
Category Landscape
Brand Performance (e.g Level of Brand Awareness
and Usage of Selected Brand)
Brand Imageries
Purchase Habits
Conclusion & Recommendation related to:
Brand Positioning
Communication Strategies

RESEARCH GROUPING

THE PROJECTS
Group 6

Corporate Brand

Corporate Brand included in research project:

Kalbe
Nutrifood
Danone
Unilever

Target user: Adult, Male & Female, 19 29 y.o

Please analyze the final products of your selected
brand

RESEARCH GROUPING
THE PROJECTS

Group 7
Market: Isotonic Drink
Players included in research project:
Pocari Sweat

Hydro Coco
Powerade
Target user: Male/Female, 19 29 y.o

Please analyze the final products of your selected

brand

RESEARCH GROUPING

THE PROJECTS

Group 8

Market: Healthy Snack

Players included in research project:
Fitbar
Soyjoy
Target user: Young Adult, 19 29 y.o

RESEARCH GROUPING

THE PROJECTS
Group 9

Market: RTD Juice Market

Players included in research project:

Buavita
Tipco
ABC
Country Choice

Love Juice
Etc
Target user: Young Adult, 19 29 y.o