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Individual Assignment
Q1 from Midterm (Subscriber Funnel)

SUBMITTED TO SUBMITTED BY
MR. IMTIAZ CHOUDHURY MARIA BINTE ISLAM RIA
COURSE TEACHER ID: 182051031
MARKETING RESEARCH
COURSE CODE: MBA 512
 Subscriber Funnels for the two Brands (indicating both
absolutes and conversions) 2

Brand A
Type of Awareness Consideration Trial Current Primary Exclusive
Funnel
No. of Respondent-15 No. of Respondent-13 No. of Respondent-10 No. of Respondent-9 No. of Respondent-6 No. of Respondent-2

Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result
(%) (%) (%) (%) (%) (%)

Absolutes (15/15)*100 100 (13/15)*100 86.66 (10/15)*100 66.67 (9/15)*100 60 (6/15)*100 40 (2/15)*100 13.33

Conversions - - (13/15)*100 86.66 (10/13)*100 76.92 (9/10)*100 90 (6/9)*100 66.66 (2/6)*100 33.33
 Subscriber Funnels for the two Brands (indicating both
absolutes and conversions)-Continue 3

Brand B
Type of Awareness Consideration Trial Current Primary Exclusive
Funnel
No. of Respondent-15 No. of Respondent-8 No. of Respondent-6 No. of Respondent-5 No. of Respondent-3 No. of Respondent-1

Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result Calculation Result
(%) (%) (%) (%) (%) (%)

Absolutes (15/15)*100 100 (8/15)*100 53.33 (6/15)*100 40 (5/15)*100 33.33 (3/15)*100 20 (1/15)*100 6.66

Conversions - - (8/15)*100 53.33 (6/8)*100 75 (5/6)*100 83.33 (3/5)*100 60 (1/3)*100 33.33

 One weak area of my Brand B and recommendation to remove
this weakness 4
Weak area of Brand-B Recommendation to remove this weakness
As we see that my Brand B, the major From the above slide we find that the major weak area was awareness to
weak area is awareness to consideration consideration and Primary to Exclusive of Brand B. As a marketing manager
and Primary to Exclusive. As I see here a I want to recommended for my brand to remove weakness:
major drop from awareness 100% to  We have to track, measure and analyze the performance of advertising
consideration 53.3% which was around 50% campaigns.
in conversion. Similarly In case of  Managing the marketing budget and ensuring that all marketing material is
Absolutes, 20% respondents reported that in line with our brand identity.
they use Brand B in primary but when the  Prepare and monitor the marketing budget on a quarterly and annual basis
question is arise for exclusive, only 6.66% and allocate funds wisely.
respondent use. And 33.33% respondent
 Up-to-date with the latest trends and best practices in advertisement
exclusively conversion.
marketing and measurement.
 Measure and report on the performance of marketing campaigns, gain
insight and assess against goals.
 Analyze consumer behavior, adjust email and advertising campaigns
accordingly.
 Identify one strong area and One Weak Area of competitor
Brand-A
Strong area of Brand-A
To a comparison with my competitor Brand A,
their strong area was trail to current. That was
their trail to current is 76.9% to 90% in
conversion which is very good figure and
noticeable rate I think.
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Weak area of Brand-A
As we see that my competitor Brand A, the major weak
area is primary to exclusive in both absolutes and
conversations cases. In case of Absolutes, 40%
respondents reported that they use Brand A in primary
but when the question is arise for exclusive, only
13.33% respondent use. Similarly only 33.33%
respondent exclusively conversion
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Thank you