MARKETING

INTELLIGENCE

Submitted by : Balram
Yadav
Registration No. : 17-
vk-97
 Definition
Marketing intelligence(MI) is the
everyday information relevant to a
company’s markets , gathered and
analysed specifically for the purpose
of accurate and confident decision-
making in determining market
opportunity, and market
development.
 In order to collect marketing
intellingence, marketing managers
must be in constant touch with
 Contd.
 To determine the current and future
needs, attitudes and behaviour of
the market.
 Marketing intellingence is necessary
when entering a foreign market.
 NEED
1.To boost the trade.
2.To increase the participation of
organisations and firms in India.
3.To support latest development in
trade.
 OBJECTIVES
 To provide market and customer
orientation
 Identification of new opportunities
 To identify new trends in markets
and competitors
 Minimizing investments risks, to
detect threats and early market
trends
 Contd.
 To provide better customer
interaction
 To give intensified customer market
view
 To understand and discover
untapped or under-served potential
 To give quicker, more efficient and
cost-effective information.
Steps to be taken by a company to
improve its Marketing Intelligence
(1)Train and motivate sales force:
 A company’s sales force can be
excellent source of information
about the current trends in the
market.

 It can also provide credible source

to know about , consumers,
distributors and retailers.
(2) Motivate distributors,
retailers, and other
intermediaries to pass along
important intelligence:
 Specialists are hired by companies
to gather marketing intelligence
 To measure the quality of production
and behaviour of employees with
customers.
(3)EXTERNAL NETWORKS:
 Every firm must keep a tab on its
competitors

 Researching, analysing and

formulating data and information
from the entire competitive
environment of any organisation.
(4.) Optimal usage of government
data resources:
 Government of almost all countries
publish reports regarding agricultural
production and a lot of other such
data referred to as base data.

 It can help in planning and

formulating policies for the
companies.
(5.) Information bought from
external suppliers:
 Certain agencies sell data that can
be useful to other companies.
 For example, television channels will
require information on the number of
viewership, ratings of TV programs,
etc.
 An agency which calculates this
information and generates this data
(6.) Collect competitive
intelligence through online
customer feedback:
 Customer’s view about a product is
most essential for any company.
 Ultimately it’s the customer who’s
buying the product. Hence customer
feedback must be taken.
 Online platforms and customer
review can be used to generate
customer feedback.