Com analyzing coupon effects by market can provide

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: s, commercials, pricing, promotions, etc. 6 Marketing Research 37 Information Resources (IRI) Examples from Analyzing coupon effects by market can provide rich tactical insights. This example shows that using high value ($1.00) coupons in under-developed markets is not cost effective. Mix Drivers provides reliable lifts for promotion planning. This example shows that in-store sampling is most productive in the mass merchandiser, while special packs are most productive in a particular grocery retailer. 38 6 Marketing Research Nielsen Media Research 39 6 Marketing Research Real World Examples • Sizing the Transformer and Distribution Markets • Forecasting Cellular Antenna Growth • New Product Introduction 40 © 2008, Gary F. Gebhardt, Ph.D. 6 Marketing Research Transformer & Distribution Problem: Company needed to know the size of the T&D market by region and type so that they could manage their channels • Had no idea if reps were “good” or “bad” Approach: • Interview engineers • Use third party data to model • Test model with aggregate past data 41 6 Marketing Research Cellular Antennae Problem: How big will next year’s market be? Old Method: Ask carriers how much they would buy… • Wrong by 50-100% each year New Method: Model the market • Interview engineers, understand cellular infrastructure • Understand legal issues with new licenses • Test model with prior numbers • Error of 2% in first year 6 Marketing Research 42 New Product/Service Problem: New products, salesforce organization, target market and promotions • No experience in television advertising or large volumes of leads with different salesforce Method: • Chose representative test market – Milwaukee • Buy local commercial time • Monitor in-bound leads with TV commercials and strategic drops • Developed proof of concept to roll out 43 6 Marketing Research New Product/Service 44 © 2008, Gary F. Gebhardt, Ph.D. 6 Marketing Research For Next Week First Exam!! • Bring #2 Pencils and Erasers • Photo ID • No other materials!!! • Be on time!!! Monday-Wednesday Class w/Last Name: • A-L: Monday • M-Z: Wednesday Monday Night Class w/Last Name: • A-L: 6:20-7:35 • M-Z: 7:50-9:05 (Wait outside until 7:40!!) 45 © 2008, Gary F. Gebhardt, Ph.D....
View Full Document

This note was uploaded on 01/06/2013 for the course MARKETING 1101 taught by Professor Na during the Spring '13 term at University of Central Florida.

Ask a homework question - tutors are online