Professional Documents
Culture Documents
Executive Summary
Introduction & Background
Marketing Research Proposal
-Formulate Decision Problem & Decision Alternative
-Quantitative Research Report
-Survey Method
-Questionnaires
-Results
-Survey Instruments
-Marketing Environment & Segmentation
-SWOT Analysis
-Marketing Mix
-Branding strategies
-Some strategies to become success
Conclusion
Heliography/Bibliography
Executive Summary
This marketing research report comprises of various information which We
have been collected from primary as well secondary sources. We have
prepared this market research report on a solar charger which our company
is planning to introduce in the market very soon while preparing this report
we have been used many data collection method such as survey,
questionnaire, observation, interview. The aim behind this research was to
understand the customer segment (who all are the prospects for this
solar charger), customer behavior towards this charger (whether they
like this or ignore it), evaluating the mobile phone market in terms of its
yearly growth, unit sales, revenue, number of players exist in the market, &
their core competencies & product differentiation strategy.
With the help of this research our company would get some valuable
information, which we required at this pre launch stage so we can analyze
the information.
There are some other topics such as weakness, opportunity, threats &
marketing mix some strategies which our company has to follow for
capturing the market are also given in this report
ABOUT OUR PRODUCT A Suntron charger
The new great investment to make is solar mobile phone chargers. With
their ability to eliminate the need of standard chargers and wall outlets,
along with preserving the environment, picking one of these devices up can
be of huge value and use.
The portable solar charger has a built-in Li-battery, which can support your
mobile phone with hours of talk time depending on the capacity of built-in
battery and model of your mobile phone.
The simplicity of this product and incredible benefit, it provides for people in
charging a cell phone anywhere is priceless. Whether someone is stranded,
camping, or out of wall outlets, a solar cell phone charger can make all the
difference.
Until the past few years, the sun has been overlooked in the ability to
produce energy for devices and anything requiring electricity. However, with
the invention of solar panels and other solar devices, solar chargers have
joined the group also.
The process in which these solar phone chargers produce and transfer
energy is very simple. These devices absorb sunlight which makes energy,
which is transferred to cell phones and other compatible electronic devices.
For those requiring a cell phone charge at nighttime, there are storage units
available that can hold deposits of energy until they are needed.
With the average charge of a cell phone that requires two hours of charging
at 0.06 kilowatts per hour, the cost is very small. Unfortunately, people tend
to leave their chargers plugged into the outlet throughout the day and night,
sometimes never taking time to unplug the electricity draining charger.
By utilizing solar cell phone chargers, the potential of wasting electricity and
money is eliminated because the standard chargers can be stored away.
Depending on the wattage of the solar cell phone charger, to fully charge a
cell phone can take anywhere from thirty minutes to three hours.
Marketing Research Proposal
Our product is a new in the market, first time in India it would be our
company which is planning to introduce solar charger. For this we have
to collect information related to several aspects. As we all know that
the first step in every marketing research is to define the problem &
for this we must be clear with our research objective for which we are
doing this project & objectives are given below.
DECISION ALTERNATIVE:-
Research objectives
Client is the one for whom company wants to provide the maximum
satisfaction always try to provide more than his/her perceived satisfaction &
research is the way through which company can understand the customer in
better way.
Results:-
The users of cell phones are facing problem for charging their phones
due to high electricity shortage in India.
They are willing to solve this problem because they are feeling very
difficulties to run their day to day operations because cell has become
necessity in today life.
About 90% of the people surveyed said that they will accept the solar
charger because it has many advantages, e.g., time saving, low cost
and even save energy in it when no sunlight present.
The price of the charger is also reasonable for the consumer and they
are willing to pay that price.
CASE STUDY
I have collected the data through questionnaire, experiment & simulation fro my
new product SUNTRON and the results are given below.
Yes
No
For Entertainment
For Business
For Communication
3. While purchasing cell phone, which feature does you like most?
Talk time
Storage memory
1 day
2 day
3 days
Yes
No
Yes
No
8. if a new technology is given to you, which can charge your cell phone,
even if there is no electricity, will you accept it?
Yes
No
1000 to 1500
1500 to 2000
2000 to 2500
Results
Q# 1: Q# 2
Q#3 Q#4
The battery timing of cell phone is usually one day, two days or
three days with percentages of 39%, 36%, & 25% respectively.
Q#5 Q#6
About 37% after 0ne day, and the rest charge after two days.
About 71% of the people said that they feel difficulty while
charging the cell phone if there is electricity shortage,
Q#7 Q#8
About 89% asked that they will accept new technology while
the rest will not.
Q#9
Willing price by
consumers?
70% 64%
60%
50%
40%
30%
20% 15% 13%
8%
10%
0%
When the people were asked that how much they can pay for this new technology, the following result appeared.
500-1000 8%
1000-1500 64%
1500-2000 15%
2000-2500 13%
Conclusion
We have concluded the following points after our research,
The users of cell phones are facing problem for charging their phones
due to high electricity shortage in India.
They are willing to solve this problem because they are feeling very
difficulties to run their day to day operations because cell has become
necessity in today life.
About 90% of the people surveyed said that they will accept the solar
mobile charger because it has many advantages, e.g., time saving,
low cost and even save energy in it when no sunlight present.
The price of the charger is also reasonable for the consumer and they
are willing to pay that price.
The idea is a innovation in the market and will have high growth rate
and will get high market share very soon.
The
Final
Report
MARKET RESEARCH
Market research often refers to either primary or secondary research.
Secondary research involves a company using information compiled from
various sources, which is about a new or existing product. Primary market
research involves qualitative research (such as focus groups or one-on-one
interviews) and quantitative research (such as surveys) as well as field tests
or observations conducted for or tailored specifically to that product. Primary
research, which is also called field research or original research, is useful for
finding new information and getting customers' views on products.
The Micro environment consists of the actors close to the company that
affect its ability to serve its customers. These actors are: the company,
suppliers, marketing intermediaries, customer markets, competitors and
publics.
The Macro environment consists of the larger societal forces that affect
the microenvironment. These forces are: demographic, economic, natural,
technological, political and cultural forces.
Micro environment
1. Customers
Customers are the king in the marketing. Every activity should be done in
order to satisfy customer needs and wants. Customers are the major
components of the micro environment of marketing. Customers include
consumer market, business market, reseller market, government market
and international market. Marketing management should formulate and
implement the plans and policies as per customer's needs and wants.
2. Suppliers
Suppliers are also one of the important components of micro environment of
marketing. They are an important link in the firm's overall customer value
delivery system. They provide the resources needed to the firm. The firm's
suppliers include raw material supplier, machine supplier, human resource
supplier, technology supplier, capital supplier etc. They play an important
role to get success in marketing. Marketing management must watch supply
availability their facilities and price trends.
3. Intermediaries
Marketing intermediaries are also major components of the micro
environment of marketing. They help the firm to promote, sell and distribute
its goods and services to the customers. Resellers, physical distribution
firms, marketing services agencies, financial intermediaries, etc. are the
example of marketing intermediaries. Marketing management should take
care while choosing marketing intermediaries.
4. Competitors
A competitor is one who sells a product or service in the same market at
similar prices. They are also major components of micro environment of
marketing. This is the age of tuff competition. So marketing management
must carefully identify and analyze its currents and potential competitors. It
must try to do better than other competitors or to win over some of its
customers. It must gain strategic advantage by positioning their offering
strongly against competitors offering in the minds of consumers.
5. Publics
The micro environment of marketing also includes various publics. A public
may be any group of persons that has an actual or potential interest in or
impact on the firm's ability to achieve its objectives. Publics include financial
publics, government publics, local government, media publics, general
publics, citizen-action publics, internal publics, etc. Marketing management
should maintain the good relationship with them.
Macro environment
Macro environment
THE DEMOGRAPHIC ENVIRONMENT
We will be targeting all segments of the people, by providing them all kinds
of services according to their need or wants. For example, the demographics
of our costumers are given below
Demographic
Age – All age group
Gender – Male, Female
Income – All income groups
Occupation – Every sector
Religion – Irrespective of religion
Geographic
World region – Asia
Country – India
Cities – Reach out maximum places
Psychographic
Social class – All class of people
Lifestyles – Urban, rural, and even far villages
Behavioral
Benefits – Quality
Loyalty status – Strong
THE ECONOMICAL ENVIRONMENT
The people are facing a shortage of electricity and it has become a crisis to
every citizen of India. This is evidence as the price of electricity is increasing
and the probability of the price of a barrel to increase at any day is very
high. Therefore, this product will help customers to save money because it
consumes no electricity. On the other hand, customers will be able to satisfy
with this kind of product because it is not too expensive and everybody has
the privilege to afford one. This product will satisfy the superior value of all
different customers since it has a very good design to solve electricity
shortage, less expensive, and can be affordable to anyone.
Easily portable
Modern design, stainless steel case, small size, convenient to take with
Fits Mobile phone, digital camera, PDA, MP3 and MP4
Whenever and wherever you are, you can charge your mobile phone in
time, and you could talk on the phone when charging.
High efficiency
Charging 60 minutes, the charger could transfer the energy from the
build in battery into your mobile phone battery, and could give you
100-150 minutes' talk time
Environment friendly
It is not harmful for the environment.
Also save energy when no sunlight available
These cells also save energy for charging cell phones at night time.
Convenience to use
Opportunities
No competitor
Can get high market share very soon
Energy efficient
Having built in battery which store energy
Available in different colors
Threats
Price – The price is the amount a customer pays for the product. It is
determined by a number of factors including market share, competition,
material costs, product identity and the customer's perceived value of the
product. The business may increase or decrease the price of product if
other stores have the same product.
What is a Product?
1. Core Benefit: This addresses the question “What the buyer is really
buying?”. At this level, marketers must define the core: problem-solving
benefits or services that consumer seeks.
2. Actual Product: At this level, the core benefits must be turned into
actual products. Product planners need to develop product and service
features, design, quality level, brand name and packaging.
PRODUCT ATTRIBUTES
Name Suntron
Sign plug into the sun
Design Attractive
Color Available in many colors
Brand strategy Private brand strategy
Distribution of SUNTRON
Distribution channel:
A distribution channel consists of set of people and firms involved in the
transfer of title to a product as a product moves from producer to ultimate
consumer or a business user. A channel of distribution always includes a
producer and a ultimate consumer for the product as well as any middleman
such as retailers and wholesalers.
Producer
Consumer
Pricing strategies
For our product SUNTRON, we will use the market skimming pricing
strategy, because the product is new in the market and no competitor is
available in the market.
The price will be 600 RS,
PROMOTION
Main role of promotion is to find out the potential or intended customers. Promotion has
three main objectives
To inform
Persuasion
To remind
Promotion methods
PERSONAL SELLING
Personal Selling largely takes place at the Dealers’ End. The way the
customer is attended depends mainly on the Dealer as he acts as an
interface between the company and the Consumer. The various cases in
which Personal Selling takes place is Individual Sales, Corporate Sales,
Sales Presentations, Fair and trade Shows. Mostly in case of Individual
Sales the Customer goes to the showroom and takes a look at the
product. There he is attended to by the Sales Personnel of the Dealership.
Sometimes the Senior Sales Executive has to make Sales Presentation to
Corporate Buyers. Personal Selling is also practiced at Trade Fairs and
Auto Shows wherein the Company appointed Sales Personnel attends
prospective customers and also book their orders.
DIRECT MARKETING
Media Strategy
*Dramatic and high impact launch
* High visibility
* Push brand image even by the media vehicle
Building impact through multiple-media
* PR, Mass Media, Direct Marketing, Events
Mass Media
‘While the media targets would be achieved through the right selection
of the media mix, the SUNTRON, media posture was to ensure that
SUNTRON was present on the decided media but ‘with a difference.’
SUNTRON would use media innovations to create differentiation on
the traditional media and do things in a ‘bigger and better’ manner.
Customer Relationship Management (CRM)
CRM as a tool was used to create positive word-of-mouth, to monitor
customer experiences and generate referrals. A series of CRM activities
were implemented with regular direct communication, events and
customer research. The CRM plan included a welcome Pack on filling
up Scorpio Club (Top Gear) form, satisfaction surveys, Events, Festive
offers, Rewards Program, etc.
Television advertisements
Advertisements to promote and market our product are shown on leading television channels.
Major music and sports channels promote and they reach out to the youth will be promoted
Radio
Radio is the medium with the widest coverage. Studies have recently shown high levels of
exposure to radio broadcasting both within urban and rural areas, whether or not listeners
actually own a set. Many people listen to other people's radios or hear them in public places. So
radio announcements are made and advertisements are announced on the radio about the product
features and price, qualities, etc.
Print Ads
Daily advertisements in leading newspapers and magazines are used to promote the product.
Leaflets at the initial stage are distributed at railway stations, malls, college areas and various
other locations.
Workshops and Seminars
Workshops and seminars are held in colleges and big corporate to make people aware about the
companies past performance and product features, its affordability and usage, vast distribution
network.
CONCLUSION
It made following conclusion on the basis of our research, i.e,