Marketing Research &

Branding
 Marketing Information
Systems
Marketing Research
What is Marketing Research?
Process
Terminology
Techniques
MKIS - Marketing Information
Systems
What is MKIS
Components of an electronic MKIS
 Marketing Research
the systematic gathering, recording
and analysing of data about
problems relating to the marketing of
goods and services

American Marketing Association

The Marketing Research
Process
Set objectives
Define research Problem
Assess the value of the research
Construct a research proposal
Specify data collection method
Specify techniques of measurement
Select the sample
Data collection
Analysis of results
Present in a final report
 Terminology of Marketing
Research
Primary data - collected firsthand
Secondary data - already exists, desk
research
Quantitative research - statistical
basis
Qualitative research - subjective and
personal
sampling - studying part of a
population to learn about the whole
 Marketing Research
Techniques
Interviews
face-to-face
telephone
postal questionnaire
Attitude measurement
cognitive component (know/believe about an
act/object)
affective component (feel about an act/object)
conative component (behave towards an
object or act)
 Likert scale
strongly agree
agree
neither agree nor disagree
disagree
strongly disagree
Semantic differential scales -
differences between words e.g.
practical v impractical
Projective techniques
sentence completion
psychodrama (yourself as a product)
friendly martian (what someone else might do)
 Group discussion and focus group
Postal research questionnaires
Diary panels - sources of continuous
data
In-home scanning - hand-held light
pen to scan barcodes
Telephone research
Observation
home audit
direct observation
In-store testing
 What is MKIS?
MKIS (MIS) is a set of procedures and
methods for the regular, planned
collection, analysis and presentation
of information for use in marketing
decisions

American Marketing Association

The components of a computerised
MKIS

Data Bank

Statistical Display Marketing

MKIS
Bank unit Manager

Model
Bank
The components of a computerised
MKIS
Data bank - raw data e.g historical
sales data, secondary data
Statistical bank - programmes to
carry-out sales forecasts, spending
projections
A model bank - stores marketing
models e.g Ansoffs matrix, Boston
Matrix
Display unit - VDU and keyboard
 Brand Defined
A brand is a name, term, sign,
symbol, or design, or a combination
of these, that identifies the maker
or seller of a product or service

Branding:
Creating, maintaining, protecting,
and enhancing products and
services.
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and is a product, that adds dimensions t
fferentiate from other products designed
tisfy the same need.

Differences could be rational,

tangible,
functional OR
Symbolic, emotional, intangible

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 Benefits of Brands to
Consumers
. Identification of source of products

. Risk Reducer: Consumers may perceive

ifferent types of risks in buying

unctional Risk: product performance

Physical Risk: health related hazards

inancial Risk: worth for the price paid

Social Risk: status, embarrassments

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ime & Energy Risk: cost of finding another
atisfactory product

nds can be a very important risk-handling dev

. Search Cost Reducer:

Bond or Pact with the manufacturer or

rvice Provider: utility, consistency,
propriateness Ps of Marketing

Symbolic Device: Personality traits, values

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 Benefits of Brands to
Companies
1. Identification
2. Legal Protection
. Signal of quality level to satisfied
customers
4. Competitive Advantage
5. Financial returns

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 Branding Challenges:
y Customers: advent of IT, knowledgeable
rienced, demanding
iferations: line and brand extensions,
plicated the marketing decisions
eased Competition: Brand extensions,
alization, Imitations
ia Fragmentation: non traditional forms of
munication, zipping(Zipping and zapping refer to television viewers' advertising
possible by new technologies like the remote control, video cassette recorder (VCR), and digital video reco

TV
reasing Brand Loyalty in many categories

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 Brand Equity
Branding is all about creating differences

erences in outcomes arising from the added v

owed to a product.

Brand Equity is the value of a brand.

positive differential effect that knowing a Bran

me has on customers response towards the
oduct or services

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 Brand Building Tools

Choosing Brand Elements

Memorable, Meaningfu
rand Name, Logo, Symbol Likeability, Adaptability
haracter, Packaging, Slogan Protectable

Developing Marketing
Programs
Tangible / Intangible Benefit
Product
Value Perception
Price Integration Push / Pull
Place Mix and Match options
Promotion

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Leveraging Secondary
Associations
Company Name
Country of Origin Awareness
Channel of Distribution Meaningfulness
Endorsers Transferability
Events

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Choosing Brand Elements
Brand Awareness

Depth Breadth
Recall Purchase
Developing Marketing Recognition Consumption
Programs

Brand Associations
Relevance
Strong Consistency
Leveraging Secondary
Associations
Points of Parity
Unique Points of Difference

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 Branding
Brand Equity
Advantages to Higher brand
Branding loyalty
Buyers: Name awareness
Identification
Perceived quality
Quality and value
Strong brand
Sellers
associations
Tells a story
Provides legal Patents,
protection trademarks,
Helps segments channel
markets relationships
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Major Branding Decisions
(Fig. 8-3)

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 Four Brand Strategies (Fig. 8-
4)
Product Category

Existing New

Existing Brand Extension

Line Extension
Brand Name

Multibrands New Brands

New

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 Brand Strategy

Line Extension
Existing brand names extended to new forms,
sizes, and flavors of an existing product
category.
Brand Extension
Existing brand names extended to new or
modified product categories.
Multibrands
New brand names introduced in the same
product category.
New Brands
New brand names in new product categories. 25
The Concept of Brand Equity

The brand equity concept stresses the

importance of the brand in marketing strategies.
Brand equity is defined in terms of the marketing
effects uniquely attributable to the brand.
Brand equity relates to the fact that different outcomes result in
the marketing of a product or service because of its brand
name, as compared to if the same product or service did not
have that name.

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