宝洁的市场调研.ppt
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宝洁的市场调研.ppt
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MarketResearchMarketResearchOverviewOverviewMilanieShiJuly26,2005Expectations?
AGENDAlDefinitionofMarketResearchlCMKTechniquesOverviewlResearchDesignElementslCMKinSIMPL2.0AGENDAlDefinitionofMarketResearchlCMKTechniquesOverviewlResearchDesignElementslCMKinSIMPLE2.0MarketResearchDefinitionMarketresearchisthefunctionwhichlinkstheconsumers,customers,andpublictothemarketersthroughinformationinformationusedtoidentifyanddefinemarketingopportunitiesandproblems;generate,refineandevaluatemarketingactions;monitormarketingperformance;improveunderstandingofmarketingasaprocess.OpportunityQualificationMonitorlConsumerisourboss!
lConsumer/marketalwaysplaysfundamentalroleincompanyssuccessdigoutopportunitiesmaximizesuccesscontrolriskMarketResearchWhyWeNeedItlWeareconsideringtoenterChinaMP3marketandmakesuccess.lWhatweneedtolearn?
MarketResearchGroupDiscussionSomeStimulationslProfitability.lMarketopportunity:
MarketsizeMarketneeds/marketsegmentCompetitorslBrandopportunity:
Position/concept/pricingProduct/packaginglMarketingelement:
Advertising/mediaPromotionlMoreKeyforsuccessfulCMKerResearchTechniquesConsumer&MarketKnowledgeBusinessKnowledgeMarketResearchYourExperience?
lQuantitativelQualitativeMarketResearchBasicTypesQualitativeQuantitativePurposeGetadeeperunderstandingDiscoverWhat,Why,How.Measurecharacters/reactionsofthepopulationProvesizeofprizeMarketResearchBasicTypesQualitativeQuantitativeSamplePre-recruiting;Smallgroup;SharprespondentNotprojective.Statisticsampling;Largegroup;Representative/projective.MarketResearchBasicTypesQualitativeQuantitativeInterviewFollowdiscussionguideandprobeonanswers.Openquestions;Interactive.StrictlyguidedbystructuredQR;Closequestions;FollowtheQR,takenotesquicklyandcorrectly.MarketResearchBasicTypesQualitativeQuantitativeAnalysisSubjective;Consumersverbatim.Objective;Datacounted;Statisticsapplied.MarketResearchBasicTypesMarketResearchQualitativeKeymethodology:
FocusGroupDiscussion;Inhomevisit;1-on-1interview;MoreMarketResearchQualitativeFGD:
Usually3-8respondents;Ledbymoderatorinmeetingroom,followdiscussionguide;Groupdynamic,butsometimeshavepeerinfluence.MarketResearchQualitativeIHV:
Onindividualbase;Atconsumershomewithfreeflow;Forpracticeandenvironmentobservation;intimation.MarketResearchQualitative1-on-1:
Onindividualbase;Flexibleonlocationwithfreeflow;In-depth,sensitive,expertise.MarketResearchQualitativeMoremethodologies:
Shoppingalone;Consumerexperiencei.e.dairy;Everydaylives;Becreative!
MarketResearchQualitativeKeytechniques:
Storytelling;Pictureprojection;Debating;Deprivation;Modeling;Becreative!
MarketResearchQuantitativeKeymethodology:
Doortodoor;Centrallocation;Telephoneinterview;MoreMarketResearchQuantitativeKeymethodology(continued)Prevs.post;Controlvs.test.AlwaysusedtogetherineverystageoftheproductlifeMarketResearchBasicTypesQuantitativeQualitative1+12AGENDAlDefinitionofMarketResearchlCMKTechniquesOverviewlResearchDesignElementslSIMPLE2.0WrapUpDefinition:
linkstheconsumers,customers,andpublictothemarketersthroughinformation.Basictypes:
Quantitative/qualitative.Differencesbetweentwotypes:
Purpose/sample/interview/analysis/methodology.Keyquantitativemethodologies:
Doortodoor/centrallocation/telephone/moreKeyqualitativemethodologies:
FGD/IHV/1-on-1/moreAGENDAlDefinitionofMarketResearchlCMKTechniquesOverviewlResearchDesignElementslSIMPLE2.0LearningForSuccessCMKKeyTechniquesMarketopportunity:
-Marketsize-Marketneeds-Marketsegment-CompetitorsBrandopportunity:
-Position/concept-Price-Product-PackageMarketingelementoptimize:
-Advertising-Shopper/CostumerInmarketperformance:
-Awareness/Trial/Purchase/Usage-MarketShare/Distribution/Gain&Loss-Media-Marketingtooleffectiveness-EquitybuildingMarketSizeEstimationHabits&PracticeRetailAuditHouseholdPanelConceptTest/Concept&UsageTestPricingTestProductTestPackagingTestOATCAMP/SFTEBES/U&ARetailAudit/HouseholdPanelMETTSamplingEffectivenessTrackingEquityScanHabit&PracticeObjective:
comprehensivestudyconductedtounderstandallaspectsofconsumerbehaviourinanareaofinterest;Whentodo:
Intenttoenternewcategory;Afterseveralyears/totrackhabitchanges.Howtodo:
Doortodoor;Personalinterview.Habit&PracticeKeyoutcome:
Consumerbasicfacts,e.g.hairtype,lengthetc.Categorypenetration;Usagefrequency;Usagedosage;Satisfaction+ImportanceRatingARTTIBTEUSSatisfactionImportanceHabit&PracticeUnmetconsumerneeds:
ProductTestObjective:
Evaluateconsumeracceptanceoftheproductperformance;Whentodo:
Todecidewhethertheproductreadytobelaunched/changed(material/formula/technique,etc);Todecidedifferentproductcandidates.Howtodo:
Doortodoor;Personalinterview;Productplacement+recall.ProductTestHowtodo:
SPBT/SPITvs.PCBT/PCIT?
SinglePairedComparisonPlace1
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