Transcript Market Research - Gloucester Rugby Heritage

Marketing Principles
- Understanding consumer needs
- Keeping ahead of competition
- Communicating effectively with consumers
- Utilising new technology e.g. internet
marketing and sales
What is Market Research?
• Market research can be defined as the
collection and examination of data relating
to marketing and the consumption of
goods and services
• A Business will carry out market research
to find out about markets, customers and
competitors
Types of Market Research
Primary (Field) Research
Methods include:
• Interviews
• Questionnaires
• Focus Groups
• Analysing purchase records
Secondary (Desk) Research
Methods include:
• Electoral Rolls
• Yellow Pages
• Internet research
• Journals.
Quantitative Research
Quantitative research looks at why customers buy.
In particular:
• Customer behaviour
• Motivation
• Tastes and preferences
Qualitative Research
Qualitative research is made up of the “who” and “what”
type of questions.
It examines the attitudes, feelings and motivations
of product users.
Task 1 – Planning and Conducting
Market Research
• Describe the marketing activities of
Gloucester Rugby Club, drawing upon and
using specific examples (P5).
• How does Gloucester Rugby Club’s current
marketing compare to its marketing
activities in earlier years?
• Consider all the copies of heritage items
that are available for you to look at.
Task 2 – Planning and Conducting
Market Research
• Plan (P3) and conduct (P4 / M3) market
research for Gloucester Rugby Club.
Use both primary research and secondary
research, to allow you to draw specific
conclusions.
• You may like to focus your activities
around shirt sales.
Areas to consider
• Reasons for conducting the research
• What you want to find out e.g. price range,
facility, opening times
• Secondary methods to be used e.g.
internet research
• Primary methods to be used e.g.
questionnaires
• Size of sample group that you will conduct
the research with (P4 / M3)
What is Marketing all about?
• Fundamentally, marketing is all about
identifying and meeting customer needs.
• Another way to understand marketing is
through the marketing mix.
Task 3
You have been appointed head of
marketing for the following product:
Current season Gloucester Rugby Shirt
• Apply the marketing mix principles on the
following slides to your product.
• Consider the current market, financial climate,
and where your product already exists.
The Marketing Mix
The 4 Ps
Product
• Who are the Club’s customers
and what do they want to buy?
How might you find out this
information?
• What other new products is the
Club planning to offer?
Price
• Price? How much should we charge?
Should we reduce the price at the start to
attract interest? Can we charge different
prices to different customers?
Promotion
• How can the Club tell
people about its products?
• Where should it advertise
to attract the attention of its
key customers.
• Should it give free samples
or run a competition?
Place
• How can the Club distribute its products?
• Should it sell direct to its customers or
through retailers, or both?
• How could the internet help the Club to
sell more?
• Where would be the best location for the
Club to set up a retail business?
Task 3 Recap – Planning and
Conducting Market Research
Your task is to produce a marketing plan using the ‘4 Ps’
(Price, Place, Product, Promotion and People). Your plan
should be presented through a PowerPoint presentation.
Things to consider
Using the research that you have already conducted, you
must decide on how this will shape the following (P5),
justifying each section (M4):
• Price
• Place
• Product
• Promotion
You may include a concluding slide to evaluate the
marketing plan, identifying possible areas for improvement
(D2)