Assignment-01

Marketing Management-2

Submitted to:- Submitted by:-

Dr.Mohit Kant Kaushik Vivek Vashistha
(M20221147)
 Assignment-1
1- Visit the web page of three of the marketing research firms. What type of researchdesigns
have these firms implemented recently?

Answer:-
The three web page of the marketing researchj firms are:-

1- Iqvia.com
2- Ipsos.com
3- Gfk.com

A) Iqvia.com:-
About:-
The first research firm that comes into mind is IQVIA. It is an industry-leading global
provider of clinical research services, technological solutions, and advanced analytics for
the life sciences sector Thousands of organizations around the world trust IQVIA to speed drug
development, ensure product quality and safety, improve commercial effectiveness, get the
right treatments to patients, improve access to and delivery of healthcare, and ultimately drive
better health outcomes.

Source: Crunchbase.com

It’s solutions Categories:-

 Smarter study approaches
 Regulatory Knowledge
 Real-World evidence
 Commercialization
 Integrated global compliance
IQVIA is dedicated to staying up to date for the benefit of our customers and is an active
partner and participant with organisations like OMOP, ENCePP, EUnetHTA, IMI, the
Department of Health and Human Services, and others.
B) Ipsos.com:-
About:-
The second research firm that comes into mind is IPSOS. Ipsos believe the clients need
more than a data supplier, they need a partner who can produce accurate and relevant
information and turn it into actionable truth. This is why passionately curious experts not only
provide the most precise measurement, but shape it to provide True Understanding of Society,
Markets and People

Source:- https://mycareer.aicpa-cima.com/employer/1051109/ipsos/
It’s solutions Categories:-

 Market strategy and understanding

 Innovations
 Public affairs
 Corporate Reputation
 Audience Measurement
 Creative Excellence
What Makes IPSOS special:-

  Responsibility and flexibility are key at Ipsos which helps the organisation to build its
unique image in the society.
 It’s wonderful for an individual that how he/she manage the project and the trust an
individual get from his or her manager.
 Every in the organisation believes in giving opportunities and in challenging to get the
best out of every task.
 With research and insights they improving people’s lives on certain matters.
 End to end, intutive aplication.
 Offer access to Ipsos Experienced,Specialised and global reach of researchers.
 The art of managing panels.

Source:- https://www.ipsos.com/en-be/ipsos-people-make-difference
C) gfk.com:-
About:-
The third research firm that comes into mind is gfk.com. Using gfknewron Predict
improves the accuracy of our competitive assessment. Obtaining insights into models
that are most similar to our own eases our analysis. The Promotion Planning tool helps
to better understand our own and market promotion execution and allows us to
improve the efficiency of the promotion budget. Trust-Highest competence with data
management and quality. Deep understanding of the market,psychology and consumer
behaviour.

Source:- https://www.gfk.com/home ,Li Ruiqing,Product Manager, Haier Vietnam

It’s solutions Categories:-

 Brand and marketing performance
 Profile and message to the right demographics
 Measures sales attributed for campaigns
 Sales and market growtg
 Media Measurement

Source:- https://www.gfk.com/products/gfk-integrated-solutions
2- You are a manager in charge of a marketing research project. Your goals are to determine
what effects different levels of advertising have on consumption behaviour. Based on the
result s of the projects, you will recommend the amount of money to be budgeted for
advertising different products next year. Your supervisor will require strong justification for
your recommendation, so your research design has to be as sound as possible. However, your
resources (time, money labour are limited).Develop a research project to address this
problem. Develop research designs you would use, why you would use them, and how would
conduct research.

Answer:-
The first & the foremost thing that a market research manager have to do for their more
market capture is Effective advertising which makes people remember your brand as well as
your company name. Which helps you to make your product branded one. Advertising must
work with other marketing tools and business elements to be successful. Advertising must also
be credible, unique, and memorable in order to work. Like all effective marketing support, it
must be built upon a solid positioning strategy. Finally, for any advertising campaign, enough
money must be spent to provide a media schedule for ad frequency, the most important
element for ad memorability.
Door hangers are widely used by fast food and home delivery and service businesses. If you
choose this medium, don't scrimp on the stock. Make it heavy so it won't blow off door knobs
and litter the neighbourhood. Add a coupon or some other incentive to the hanger—in fact,
many businesses use the door hanger itself as a coupon
Consumer behavior is the study of the processes involved when individuals or groups select,
purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.
Marketing exploration is a useful and necessary tool for helping marketers ans an association’s
administrative leadership make wise opinions. Carrying out marketing exploration can involve
technical cjops that go deeper than the information. Still, it’s important for any marketer to be
familiar with the introductory procedures and ways of marking exploration . Periodically
marketers themselves need to find results to marketing problems without the backing of
marketing exploration specialists inside or outside the company.
To determine whether a particular new-product advertisement is working, test it at different
weight levels in test markets before the national rollout. If the new product sells as well in those
groups with low exposure as in those with high exposure, then heavy spending is not necessary.
Conversely, if the higher weight groups try the product faster or more frequently, then higher
levels of advertising make sense—if the company considers the long-term value of the new
triers greater than the advertising cost. Thus testing “How high is up?” is an important tactic for
new products.
Because of the risk associated with radical decreases in advertising, an even safer approach is to
use the single-source test markets as “lead markets” for national advertising.
The main goal of advertising is to promote things widely. Advertising entails educating
consumers about the applications and advantages of a product. Making a product available in
this way serves the needs of the advertiser and boosts sales by enabling those who desire to
purchase it. Consumer behaviour is defined as the actions that consumers take when looking
for, purchasing, using, assessing, and discarding goods and services that they believe will meet
their requirements.
Then depending on the market response, we will approach to supermarkets such as
Spencer, More, Big bazaar, etc. to increase our reach more widely. Then in the third
place we will list our product on online platforms such as Amazon, Flipkart, Shopify, etc.
to reach customers online because now-a-days people are more into shopping online. It
has been observed that people spend more than 7 hours a day in shopping online and
people are more likely to buy stuffs or gadgets which they find cool. When we talk about
cool or attractive, the marketing tactics comes into force where we can make our
product’s getup very much interesting. And lastly, at a very initial stage we have to
target busy areas such as railway stations, office areas, near common market areas, etc.
where we will issue our product as free samples to influx an idea among the people that
something like this exists.The research will include both the qualitative and quantitative
data because it helps the research to become more comprehensive due to the statistical
analysis together with observation, interpretation and interview.
3- Visit www.ninewest.com and search the internet, including social media and your library’s
online databases, to obtain information on the marketing strategy of NINE WEST As a
marketing manager, what marketing strategies would you formulate in helping Nine West
increase its penetration of the Women’s shoes market?

Answer:-

Nine West is named after the founding location of the Solow Building at 9 West
57th Street in New York City.
In 1983, Nine West opened its first specialty store in Stamford, Connecticut.
In 1986, Nine West launched its first national advertising campaign.
Nine West expanded internationally for the first time in 1994 with the opening of a base
in Hong Kong. Since then, he has grown into a brand with over 800 locations in 57
countries around the world.
Originally founded as a fashion footwear brand, Nine West has expanded to include
handbags, sunglasses, footwear, outerwear, jewellery, belts, watches, winter gear, hats,
scarves, shawls, and eyewear. After introducing handbags in 1995, Nine West expanded
into dresses, suits, and children's shoes.
Through licensing agreements, we also offer eyewear, sunglasses, legwear, outerwear,
belts, hats, winter accessories, scarves, and shawls.

The following would be the marketing strategies that would help Nine West increase its
market penetration in women’s shoes market:-

 Pricing strategy: It is a method employed by businesses to penetrate or infiltrate

a new market, or rapidly expand in their current market. This is putting a
product's initial price as cheap as possible in the near term with the intention of
making up the difference in the long run by upselling or cross-selling to the new
clients they acquire. Penetration pricing is sometimes used by businesses with
new products to gain a sizable market share of customers before any obvious
rivals enter the market.
 Directing and advertising initiatives: Customers examine the website, search for
reviews, and contrast the rates with those of the rivals. This conversion process
can be made shorter with ease. The company can go for online registration and
give the leads a discount on their initial purchase. Both parties benefit from this.
The company will attract new customers, and individuals will purchase their
preferred goods at a discount. People enjoy competing and interacting with
brands, but they particularly enjoy receiving gifts.
 Updating the products: Nine West should be under a constant process of
updating and modifying its products so that it can come at par to changes and
 trends in the world. The company should always be under a constant process of
researching markets as to what are the tastes and preferences of the customers.
In order to penetrate more in the market, it should look for better and value
added products for capturing customers of all class.
 Housewives: It is an ideal situation for Nine West to target housewives due to
their income strength which is generated by their husbands. Since, these women
have no issue in spending a lot of money on their clothing and shoes therefore;
for Nine West targeting this segment is an easy job. Nine West has focused all its
strength towards targeting this specific segment.

Nine West could be a given Yankee whole that is well-liked among the various ladies
for its distinctive styles and smoothness. 9 West manufactures glorious purses and
shoes. once all the opposite shoe retailers square measure busy feeding the
necessities of ladies with average shoe size, 9 West has entered the shoe request
with distinctive completely different approach.

The marketing strategies we would formulate in helping Nine West increase its
penetration of the Women’s shoe market are:

 Let influencers promote the brand

 They should focus on Bold branded-website design.
 Smart product recommendations with more variety.
 Useful, logic and detailed product filtering