资源描述
Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,BURKE INSTITUTE,Copyright 2007,Page,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Page 1.,*,2024/10/3,Dr.Ron Tatham,Burke Inc.,Applying Developing Trends in Marketing Research to Support Better Decision Making,Sponsored By Presented by,Welcome to.,Introduction,What is important is to keep learning,to enjoy challenge,and to tolerate ambiguity.In the end there are no certain answers.,Martina Horner,President,Radcliffe College,Learning is not attained by chance.It must be sought for with ardor and attended to with diligence.,Abigail Adams,Wife of US President John Adams,1812,2,What Is Your Job?,Before anything else it is to make decisions that increase the value of Your company!,You cant act until you have made a decision!,Execution is critical but it always follows a decision!,All research should be directed at providing information that allows decisions to be made with reduced risk.,3,Mapping Decisions,Every manager should have a sequenced list of decisions.,Example:Sales manager of US Pharmaceutical company,What physicians should we call on?,How often should we call on them?,Should we give them samples?,How many samples?,What message should we deliver?,Etc,?,4,Examples of A Product Managers Decisions,Stage I:Understanding the Market Opportunity,Should we pursue this product idea any further?,What is the preliminary estimate of size of potential market?,How might we position our product?,What level of differentiation do we need for success?,Should we further refine a segmentation strategy?,Stage II:Optimizing the Value Proposition,What elements of the value proposition should we further develop to distinguish our brand from competition?,What elements of the value proposition should we emphasize in promotion?,Does a segmented strategy give us a greater competitive advantage?,5,Examples of A Product Managers Decisions,Stage III:Determining How to Best Deliver the Value Proposition,Which messages deliver our positioning most effectively?,Which messages establish our desired prescribing goals?,Which creative execution best delivers our desired positioning and behavior?,What is the best design for tactical elements such as packaging and logo to support the positioning?,What price best achieves our economic goal?,6,Examples of A Product Managers Decisions,Stage IV:After Launch,Brand Strategy Evaluation,Is our strategy meeting goal?,If Yes go to growth opportunity,If No where is it failing?,Product performance against expectation,Messaging,Etc.,Growth Opportunities,New uses,Line extensions,Improved positioning opportunity,Defending the Brand from Challenges,Go back to Stage II,7,What Do You Manage?,Lets start with your value proposition for your product,Net value =,benefits,cost,risk,Relative to competition,You manage product features and messaging which are seen as:,Likelihood to buy or likelihood to request,etc.,8,Your Project Plan,Project Plan,Example Project,Background,Why are we doing this research&analysis?What do we know?What do we not know?Do we have any preliminary hypotheses?Potential value of this research.After reading the background the reader should say to him or herself:I understand the reason why we need this project.I want to read the rest of this document!,Decision,What specifically will we decide as a result of this research?A decision is always a choice.This could include the elements of further research or a definitive decision.,Research Objectives(Information needed),What information is necessary to make our decisions?Specific population definition,units,and frame of reference.,Study Design,Our recommendations for study design based on our previous research and experience in the category.Sample,sample size,and general statement of how the data will be analyzed.,Conclusions(or Decision Criteria),Possible conclusions we might reach.Basis for conclusions(insights not data dumps!),Recommendations,Type of recommendations we want to make if we find what we expect.Their potential impact on your company?,9,Systematic Research Planning Guide,Decision to be Made,Information Needed,Frame Of Reference(Who,What,When,Where,How),Unit,Analysis(Tied Back To Decisions),Considerations For The Sample,Question,10,A Little History,Before the 1930s almost all research was quantitative.“How many brands do you have in your pantry;rate this product on the following scale,etc.”Everything was based on counting.,1930s:P&G and Ernest Dichter,Be smart,get a new start with Ivory soap.,Dichter,interviewed people about why they take baths and why they use soap.Lots of women told him that the Saturday night bath was very special:they said you never know what can happen,you have to be ready.That was the sort of thing he was interested in-the psychological,the sexual innuendos.So he saw that soap was more than soap,and a bath was more than a bat
展开阅读全文