MM_SEMII_MR_DR_PRIYANKKA_RAWAL

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
Marketing Research… Meaning
Marketing Research  has  two  words, 
viz., marketing and research.

Marketing  means  creating, 

communicating and delivering value to 
the  customers  &  managing  customer 
relationships.

Research  means  a  systematic  and 

complete study of a problem. 

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
Marketing Research: Definition
q“Marketing research is the systematic gathering 
,recording, and analyzing of data about problems 
relating to the marketing of goods and services.

qThe systematic design, collection, analysis and 
reporting  of  data  and  findings  relevant  to  a 
specific marketing situation facing the company.

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
 Need For Marketing Research

vInforms businesses about the things consumers need.

v Finds out what consumers are thinking today.

v Can identify what consumers might want in the future.

v Increases the likelihood that products will be well received 
by consumers when they are launched.

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
 BUSTING THE MYTH OF
'COST OF OWNERSHIP'
 Consumers tend to believe others and blindly follow 
perceptions without knowing the truth.
 "Consumers perceive that the cost of ownership of a 
Ford vehicle is high, 
 The latest TVC campaign, titled 'Misdirection', from 
Ford India attempts to break the myth and stereotypes 
around its 'cost of service‘.

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
 Market Research
Process.
 Define the problem and
formulation of research
objectives
 Preparing an effective
research design
 Data collection
 Analysis and interpretation
of the information
 Report presentation
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
The morning
rush

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
THE BRAND SEEMS
FAMILIAR ??

OFCOURSE IT DOES…
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
THE IMPORTANCE OF HAVING
BREAKFAST
q Kellogg is one of the world’s leading Producers
of cereals. It has manufacturing facilities in
more than 18 countries and sells its products
in over 180 countries.

q Kellogg’s offer a range of healthy and nutritious

food Items. It aims to achieve sustainable
growth by focusing on meeting the customer
requirements.

q This can be done by including more products in

the portfolio of the company.

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
How Kellogg’s Failed, and Then
Won, in India
 are Indian consumers ready to accept breakfast cereals?
 An unsuccessful first foray into India
 Kellogg’s entered the Indian market way back in 1994.
 brand was overconfident and overlooked many critical 
cultural insights
 the pricing
 was far too high to be a regular grocery purchase, 
explaining the lack of repeat sales
 were accustomed to
 boiling their milk and consuming it hot and sweetened.
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
A revised strategy
 When Kellogg’s launched Frosties (sweet, sugarcoated
 flakes) in 1997, even the company was surprised by 
their success.
 Kellogg’s reduced the price of their products and 
began to offer a wider range of product sizes to appeal 
to different customers. Individual packs were 
especially popular.
 The products were no longer positioned as premium 
products
 The brand also localised its branding and advertising 
approach to make it more acceptable.
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
Marketing Strategy
 Kellogg’s  took  the  decision  to  localize  its 
flavorings,  and  chose  brand  names  to  appeal  to 
the  Indian  public  such  as  ‘shakti’  (‘power’)  when 
selling products fortified with iron.

   These  days,  cornflakes  are  offered  with  mango 

and banana puree to suit local tastes.

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
BUT HOW??

MM_SEMII_MR_DR_PRIYANKKA_RAWAL
In a market where companies are
often operating with a
Product Oriented approach

KELLOGG’s adopts a
Market Oriented approach.

Market research adds value to businesses like Kellogg’s by

identifying consumers’ needs.

v It helps Kellogg’s to plan ahead

v It focuses the business on the needs of its consumers.

An organization that does this can improve its competitive

advantage.
MM_SEMII_MR_DR_PRIYANKKA_RAWAL
MM_SEMII_MR_DR_PRIYANKKA_RAWAL