bmrese - BRANDMAPS -Marketing Research Options MAR 4803...

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Page 1 BRANDMAPS --- Marketing Research Options MAR 4803 January 14 , 1999 Your success in BRANDMAPS will greatly depend on your ability to manage the development and positioning of brands Positioning R&D Strategy Customers make purchase decisions based on their perceptions of your brands Their Perception of Brands Your Perception of Brands Technical quality Brand 1-1 Brand B Brand C Brand D Brand C Brand A Brand B Brand D ? ?
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Page 2 Physical positioning involves matching brand characteristics to customer needs Economy Performance Convenience Customer Needs Product 1 Price Syntech Glomp, etc. Distribution Comptblty. Brand characteristics Types of Market Research Studies Available 1. Product Development and Testing 2. Marketing Program Analysis and Evaluation 3. Sales Forecasting 4. Competitive and Market Monitoring Product Development and Testing Studies (Table 10, p. 54) #2 - Brand Composition Analysis (max: 4 per quarter) Reverse engineering of competitor products #18 - Patent Search (no max) Legal assessment of whether a specific contemplated product composition would violate an existing patent #30 - Patent Zone Search (max: 4) Searches for patent zone violations within +/- 1 unit of a specific contemplated product composition
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Page 3 Product Development and Testing Studies (Cont’d) #47 - Self-Reported Attribute Preferences (max: 20) Provides distributions of customers’ direct self- reported preferences for levels of each vaporware raw material ingredient. Does not assess combinations of attributes. Does not assess price. Product Development and Testing Studies (Cont’d) #12 - Concept Testing (max: 20 tests) Tests reactions of vaporware users to descriptions of potential new product (I.e., given combinations of ingredients) Reports % “likely to purchase” ( or greater) on a 10 point scale (“no chance” to “certain to purchase”) Price is not tested Need to benchmark vs. current products Product Development and Testing Studies (Cont’d) #13, 14, & 15 - Preference Testing (max = 20; see p. 5 of handout for more details about max # of different tests and regions) #13 - Two existing brands #14 - One existing vs. one hypothetical brand #15 - Two hypothetical brands Tests price along with everything else Note from p. 5 of handout that these tests are now enhanced to also include preference tests for price at levels of -30%, -15%, +15%, and +30% for second product vs. first product.
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Page 4 Product Development and Testing Studies (Cont’d) #50 - Price Sensitivity Analysis Estimates preference shares, based on only: product formulations price Assumes “equal access” for consumer (equal awareness, equal distribution, equal convenience, etc.).
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bmrese - BRANDMAPS -Marketing Research Options MAR 4803...

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