Wednesday, August 11, 2010

Class recap-10th Aug

The class started with a discussion about the project work. Sir told us about N-plan or the analysis plan based on:
  • banners
  • multivariate analysis
  • qualitative research extrapolation analysis or video documentation
  • open ended questions analysis - writing respondents ans to open ended qs 1st and then analysing the ans
We then moved on to Ethnographic Research. Ethnographic research is almost like anthropology i.e. a study of human or mankind. In earlier days Ethnographic Research was conducted by being a part of the respondent community while conducting the research and thus understand, by following, the attitudes, behaviors, values, beliefs and purchase patterns of the respondents.
Ethnographic Research is actually a derived research tool.

Various tools used by Ethnographic Research are:
  • Consumer journal or consumer diary
  • Social networking is the new upcoming trend and sites like twitter and facebook are good egs. Blogs are also being commonly used.
Awareness will help increase the success of Ethnographic Research since technology is being used extensively for Ethnographic Research.

:Shilpi

Sunday, August 8, 2010

Questionnaire details on monday class

Hi Participants,

I would like to see your questionnaire or other survey tools priliminary investigation of 40 -45 samples in tommorow (monday class ) . please bring the file.



Ankush

Wednesday, August 4, 2010

Deadline for interim submission

Hey friends,
I talked to sir, the deadline for interim submission is by Sunday evening, without any delays, and no ppt is required.
Sir would randomly ask any person from any group to explain about work done and about the project in Monday's class.

Shilpi

Ad for an Ad




Posted by : Krishnashis

In today's Brand Equity, have you guys seen the print ad of Mathrubhumi?

Before attending the IMC classes I hardly used to criticize any advertisement, be it a TVC or a print ad. After seeing you people taking so much interest in critical-analysis of any ad, I thought this ad would be a good one for a discussion.

I find this one as a wonderful ad. Firstly, the media chosen for this ad is a brilliant one. I have searched for the same ad on the net, but they have not published this ad anywhere else, till yet.

This ad preaches for the advertisements to be given to their daily. So the target group is obviously the Sales/Marketing managers of the corporates who will ultimately decide where to put their ad up. And for them ET no-doubt is the best media to talk to.

Next comes the content of the ad. Like the 'bizarre' ads from Bingo, this ad also does not directly talk to the need. Rather it compells the reader to interpret it in a different manner.

The first noticeable thing is the very un-common picture which would definitely create a little curiosity to read it through. then comes the well-versed communication message.

I invite your comments on this ad as a successful/unsuccessful marketing communication.
...................................................................................
P.S. - Besides the quality of the advertisement, this ad made me search through the net for an other reason.I read about the Onam and the story behind it.
The story I knew about the Ramayana is something like this - while heading towards Shri Lanka ,in the midway of his journey (may be some where in Kerala) Lord Rama identified a stone in the midst of the forest, touched it with his feet and brought life to Ahalya, the lady who was turned into a stone due to some curse.
But you know, the sagas have always over-glorified their own heroes, so is the Malayalee one. As per the Keralian mythology, it was the great king Maveli, and not Lord Rama who brought life back to Ahalya, the Malayalee Princess.
Now it is up to you which one of these two stories you will tell to your grandchildren. :)

Tuesday, August 3, 2010

Recap of the session of 3rd August

Today Sir have well explained in class about the Qualitative Research. Also the differences between Qualitative and Quantitative reasearch are explained in the class.

Qualittative Research:
1) Expression of the views, opinions are very important in the current market( Indian Context)
2)Change in the Consumer behaviour pattern.

Three sets are included in the Qualitative Research:
1) Evaluation Set
2) Consideration Set
3) Evoked Set

As far as the Consideration Set is concerened the Relative Market Share is very important.Relative Market share is equals to the Trial Rate multiplied by the Repeat Purchase Rate.The bridge between the Consideration set and the Evoked Set is filled by the Marketing Mix viz product, place, promotion, people.
In the Qualitative Research Black Box Concept is crucial.This is because Black Box helps in analyzing the last minute interaction of the product with the consumer with respect to the following points.
a) Attitude
b) Behaviour
c) Motivation
d) Learning
e) Perception

Qualitative Researh is of the prime importance for the success of the Qualitative Research.So the rules while conducting the Qualitative Research must be followed strictly.
In the Qualitative Research Moderators role is important. The moderator's essentials are as follows:
1) The FGD in which the moderator is involved should be 8-12 and not more than that.
2) Ambience, Quality of mike matters a lot.
3) Time Duration: 15-20 mins.
4) Sign Confusions: Everything about the Research should be clearly stated to the respondents.Moderator should get a confirmation from the respondents whether he agrees or disagrees. Non verbal expressions should be decoded properly by gettin the confirmation from the respondents.
Approach to conduct FGD is different for the different people.Example Autoricksha drivers, housewives etc. If heated argument arises during the FGD or after the FGD ot should be handled carefully by the moderator.

Ethnographic Research: Its the research which is carried out through observation.For the example , refer the DEW DROPS CASE STUDY.Consumer Dairy is the Dairy which is given to a selected set of the sample respondents and asked to enter the daily purchases that they have made over a period of time.After the stipulated time the dairy is collected back from the respondents by the researcher and is further utilised for the analysis of the consumer behaviour.
Intricacies of the Ethnographic Research will be discussed in the next class.

SUJIT SONAWANE 119

Monday, August 2, 2010

Class recap-2nd Aug

Today's session started with the results of the Dewdrops case which in turn led us to some very important criterion while judging the efficacy of a brand. Some of them are as follows:
1. Relative market share which is defined as Trial rate X Repeat purchase rate
2. Importance of brief
3. Importance of pricing
4. Importance of facts
5. Importance of correct selection of a proposal

Following were the key points for evaluation of a research proposal:
1. Understanding of the brief
2. Non biased opinion about the proposal
3. Understanding the research design
4. Understanding the consumer behavior
5. Judgment of prevailing current rates of similar sort of study and budgeted rates of study
6. Tools and techniques to be used are also important if you know which toll will help you in Data Interpretation and analysis

The following steps were discussed in how to conduct and monitor fieldwork:
1. FBN - Field Brief Note
It contains dos and donts of fieldwork.
It is given by client to agency which gives it to fieldwork staff.
2. Concall
It is done by agency.
It can be a personal meeting, email or a concall.
It should keep in loop the fieldwork staff, the client and the agency people.
3. Briefing
It is for 2 groups : Recruiters and Surveyors
It mainly relates to data collection instrument like questionnaires.
Clarity about objectives and questions to be asked is necessary.

Sir also discussed about Black box in context with marketing research. A black box records the following consumer attributes:
1. Attitude
2. Learning
3. Perception
4. Motivation
5. Personality

Since we would be starting Qualitative research so we have been asked to get our laptops with SPSS installed from the next class i.e. from 3rd Aug.

Shilpi

Sunday, August 1, 2010

Comparing urbanization in China and India

China and India are both urbanizing rapidly, but China has embraced and shaped the process, while India is still waking up to its urban realities and opportunities.

China and India are in the vanguard of a wave of urban expansion that is restoring the global prominence that Asia enjoyed before the European and North American industrial revolution. By 2025, nearly 2.5 billion Asians will live in cities, accounting for almost 54 percent of the world’s urban population. India and China alone will account for more than 62 percent of Asian urban population growth and 40 percent of global urban population growth from 2005 to 2025.
In 1950, India was a more urban nation than China (17 percent of the population lived in cities, compared with China’s 13 percent). But from 1950 to 2005, China urbanized far more rapidly than India, to an urbanization rate of 41 percent, compared with 29 percent in India. New research from the McKinsey Global Institute1 expects this pattern to continue, with China forecast to add 400 million to its urban population, which will account for 64 percent of the total population by 2025, and India to add 215 million to its cities, whose populations will account for 38 percent of the total in 2025.
Never before in history have two of the largest nations (in terms of population) urbanized at the same time, and at such a pace. This process will drive fundamental shifts—in both countries—which will have significant consequences for the world economy and offer exciting new opportunities for investors.
In India, urban per capita GDP is projected to grow at a rate of 6 percent a year from 2005 to 2025, while China will see growth of 7.3 percent. The number of urban households with true discretionary-spending power in India could increase sevenfold, to 89 million households, in 2025. In China, there are 55 million middle-class households today. That number could more than quadruple to nearly 280 million in 2025, to account for more than three-quarters of all China’s urban households. For businesses, the significant increase in per capita urban incomes and middle-income households offers the potential of vibrant new markets to serve.
So what markets are likely to benefit the most from these trends? In India, by 2025, the largest markets will be transportation and communications, food, and health care, followed by housing and utilities, recreation, and education. Even India’s slower-growing spending categories will represent significant opportunities for businesses because these markets will still be growing rapidly in comparison with their counterparts in other areas of the world. In China’s cities, the fastest-growing categories are likely to be transportation and communications, housing and utilities, personal products, health care, and recreation and education.
In addition, in both China and India, urban infrastructure markets will be massive. For example, from 2005 to 2025, India will need to add 700 million to 900 million square meters of floor space a year; in China, the required numbers could be 1,600 million to 1,900 million square meters. During the same period, India will need to add at least 350 to 400 kilometers of metropolitan railways and subways annually, while the corresponding number in China will be closer to 1,000 kilometers.
There is little doubt about the scale of the new markets in China and India unleashed by the pace and scale of their urbanization. But businesses still need to be able to serve these markets in practical terms. The way cities are run—and the productivity that results—is a major factor for companies. Here, China is in much better shape than India. While India has barely paid attention to its urban transformation, China has developed a set of internally consistent practices across every element of the urbanization operating model: funding, governance, planning, sectoral policies, and the shape, or pattern, of urbanization, both across the nation as a whole and within cities themselves.
India has underinvested in its cities; China has invested ahead of demand and given its cities the freedom to raise substantial investment resources by monetizing land assets and retaining a 25 percent share of value-added taxes. While India spends $17 per capita on capital investments in urban infrastructure annually, China spends $116. India has devolved little real power and accountability to its cities, but China’s major cities enjoy the same status as provinces and have powerful political appointees as mayors. While India’s urban-planning system has failed to address competing demands for space, China has a mature urban-planning regime (emphasizing the systematic development of run-down areas) consistent with long-range plans for land use, housing, and transportation.
The starkest contrast between the two countries is that China has embraced and shaped urbanization, while India is still waking up to its urban reality and the opportunities that its cities offer for economic and social transformation.
However, if India fixes its urban operating model, it has the potential to reap a demographic dividend from the increase—of around 250 million expected in the next decade—in the working-age population. This dividend is even larger than that in China, which is aging rapidly. By 2025, nearly 28 percent of its inhabitants will be aged 55 or older, compared with only 16 percent in India, whose demographic profile is much more youthful. If India optimizes the productivity of its cities and maximizes their GDP, the economy could add more than 170 million urban workers to its labor force from 2005 to 2025, compared with 50 million in China over the same period. The stakes are high.

Greeshma Sankaran