Transcript Drowning in Images - Alastair McDavid, The Digital Asset Lab

2011 AMDIS Annual Conference Stakeholder
satisfaction in an era of change
Marketing Research Techniques
Debbie Clewes
CIM Course Director
By the end of this presentation you should
be able to answer these questions:
• What is marketing and marketing research?
• What are the components of a modern marketing
information system?
• What are the key stages in the marketing research
process?
• What are the top 3 things I want to have more insight
about?
What is Marketing?
Marketing Value
Drivers
Stage 4
Strategic
Marketing
Operational
Marketing – 7Ps
Promotion – advertising, PR,
digital, sales promotion
Stage 3
Stage 2
Stage 1
Sales support - literature
Marketing Value Drivers
Marketing
knowledge
Customer
loyalty
Market
selection
Marketing
value drivers
Strategic
relationships
Strong
brands
Doyle p.36-38/54-57
Doyle (2000) Value Based Marketing
Differential
advantage
Marketing Research
The systematic design, collection,
analysis and reporting of data and
findings relevant to a specific
marketing situation facing the school
The School’s Environment
Macroenvironment
Environmental - ethical
Economic
Inspectorate
Local
community
Sociocultural
Suppliers
The
organisation
Competitors
Political /Legal
Customers
Technological
Microenvironment
Marketing Information System (MkIS)
Marketing Information System
Developing Information
Marketing
Plan
Situation Analysis
Objectives
Strategy
Tactics
Actions
Control &
communication
Assessing
information
needs
Marketing
Environment
Internal
records
Marketing
intelligence
Target markets
Marketing
channels
Competitors
Publics
Distributing
information
Marketing
research
Marketing decisions and
communications
Adapted from Kotler and Keller (2006) Marketing Management
Macroenvironmental
forces
The Marketing Research Process
Define the problem
and research objectives
Develop the research plan
Collect the information
Analyze the information
Present the findings
Make
the
decision
Research objectives
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School results and KPI tracking
Macro environmental trends and opportunities
Improving competitive position

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Analyse other school web sites, brochures, visit
experience
Assessing stakeholder evaluation criteria

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Values/leadership
Scholarship
Facilities: sport, music, boarding
Visual identity
Staff behaviour/relationships
Communications
Research objectives


Measuring satisfaction over time on evaluation
criteria
Improving the effectiveness of marketing
communications

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Current and prospective parents
Current pupils at key stages
Staff; teaching, support, head

Local media, community, investors…
Is it Quant or is it Qual?
• Quantitative Research is about measuring
Comparing, monitoring, calculating…..tick box responses
= How many said that?
can project a given population
• Qualitative Research is about understanding- insight,
exploring, attitudes, opinions, requirements…..verbal
responses= why?
not for projecting or extrapolating!
• You may want a combination
How many to ask?
• For Qualitative research use judgement or quota
sampling- select who to talk to
• For Quantitative research use probability sampling –the
scale depends on the variability as well as the size of the
population
• Have you got contact details?
Techniques
CONTINUOUS
PANELS
TRACKING
AUDITS
AD HOC
DESK
MIS
PRIMARY
Secondary Sources
INTERNAL
QUALITATIVE
DEPTH INTERVIEW
GROUP DISCUSSION
OBSERVATION
EXTERNAL
QUANTITATIVE
QUESTIONNAIRE
FACE TO FACE
TELEPHONE
HALL TEST
SELF COMPLETION
OMNIBUS
Low(er) cost options - use with caution…..
• Online surveys
www.freeonlinesurveys.com
www.snapsurveys.com
www.surveymonkey.com
•
•
•
•
•
•
•
•
Project for local College
Project for young enterprise students
PTA involvement
Capture opinion at events
Parent forums/panels
Co-operation with other schools
Contract-out parts
Creative use of resources!
Insight
A fresh and not yet obvious understanding of
environmental or stakeholder beliefs, values, habits,
motives, emotions or needs that can become the basis for
a competitive advantage
- a unique & fresh perspective
- clear understanding of a complex issue
- a penetrating view of the obvious
- a competitively advantaged idea
The limits of research
• Today’s competition demands that we understand
what customers will value, but which they have not
experienced, and would never think to ask for
• It takes a leap of imagination to se what the customer
might want
• Companies sow seeds of failure not by failing to
predict (forecast) the future, but by failing to imagine it.
Take a minute with your neighbour to consider what the
top 3 things you want to have more insight about?
Summary
 What decision are you trying to make?
 What information do you need?
 What are the crucial questions to ask?
 Is it Qual or Quant or both?
 What methodology will best deliver the
information? Net? Desk? Field?
 Who are the best people to talk to? How many?
 What is the timing?
 Who will take ownership and action the results?
Useful Websites & Books
•
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• www.mintel.com
www.cim.co.uk
( marketing sources)
• www.euromonitor.com
www.mrs.org .uk
• www.datamonitor.com
(code of conduct)
• www.keynote.co.uk
www.auma.de
• www.ft.com
(trade fairs)
www.marketresearch.com
• www.kompass.com
(market reports)
• www.virtualsurveys.com/papers
www.ons.gov.uk
• www.marketingschools.net
(uk statistics online)
www.europa.eu.int/comm/eurostat/ (e u statistics)
Marketing Research for Managers by Sunny Crouch & Matthew Housden
Publ:Butterworth/Heinemann
A Guide to Conducting Online Research by Ted Gaiser/Tony Schreiner Publ: Sage
publications Ltd.
Questionnaire Design by M J Baker in The Marketing Review Vol 3 #
3 Summer 2003 P 343 – 370
Thanks for Listening!
Any Questions?
2011 AMDIS Annual Conference Stakeholder
satisfaction in an era of change
Developing Marketing Plans
Debbie Clewes
CIM Course Director
OUTCOMES
By the end of this workshop you
should be able to:
•
•
•
Apply a logical step-by-step process to produce a
sound marketing plan
Develop marketing plans with greater confidence.
Contribute more to the marketing effectiveness of your
school
INTRODUCTIONS
 Please write down the key question you
would like an answer to by the end of this
workshop
KEY PLANNING QUESTIONS
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Where are we now?
Where do we want to be?
How might we get there?
What are the details?
How can we ensure it gets done?
Situation Analysis
Objectives
Strategic Alternatives
Tactics
Implementation
WHAT IS MARKETING PLANNING?
“a logical sequence of events leading to the
setting of marketing objectives and the
formulation of plans for achieving them.”
(McDonald - Marketing Plans 2007)
“the process by which businesses analyse the
environment and their capabilities, decide upon
courses of marketing action and implement those
decisions..”
(Jobber – Principles and Practice of Marketing 2006)
PROCESS
Phase One Goal setting
1 MISSION
McDonald (2007)
Marketing Plans
2 CORPORATE OBJECTIVES
Phase Two Situation Review
3 MARKETING AUDIT
4 SWOT ANALYSIS
5 ASSUMPTIONS
Phase Three Strategy
6 MARKETING OBJECTIVES AND STRATEGIES
7 ESTIMATE EXPECTED RESULTS
Formulation
8 IDENTIFY ALTERNATIVE PLANS AND MIXES
Phase Four Resource
Allocation and
Monitoring
9 BUDGETS
10 FIRST YEAR DETAILED
IMPLEMENTATION PROGRAMME
Measurement &
Review
MARKETING PLAN –
DOCUMENT CHECKLIST
 Executive summary
 Situation analysis –
MACRO/Micro/Internal/SWOT and Key Issues
 Objectives - SMART
 Strategies – product/market direction, STP
 Tactics – product/price/place/promotion/people
 Actions – who/what/when/how much
 Control – monitoring/internal marketing
 Appendices
APPLICATION
Content
Example
Situation:
SWOT
Key Issues
Inclusive ethos/Sports facilities
A level expansion/Local
competition
6th form retention
Objectives:
Increase conversion from visit to
application from 20% to 25% in
2011
Strategy:
Target market
CA/Proposition
Reputation plan and guide
Prospective parents
Tailored to your child’s needs
Tactics:
Product
Price
Place
People
Process
Physical Evidence
Promotion
New sports hall
Expand scholarship opps
Homework on intranet
Customer care training
Visit: pre - during - follow-up
Refurbishment of 6th form
New brochure, web site
Actions:
Visit plan
Control:
Develop monitoring system
Your School
ASP PROCESS
(Simkin, S. 2002)
FOLLOW-UP READING
JOURNAL ARTICLES:
- Brooksbank, R. (1991) Successful Marketing Practice: A
Literature Review and Checklist for Marketing Practitioners,
European Journal of Marketing, 25/5, pp.20-29
- Lane, S. & Clewes, D. (2000), ‘The Implementation of Marketing
Planning: a case study in gaining commitment at 3M (UK) Abrasives’,
Journal of Strategic Marketing 8, pp 1-15
- Simkin, S. (2002), ‘Tackling implementation impediments to marketing
planning, Marketing Intelligence & Planning, 20/2, pp 120-126
TEXTBOOKS:
- McDonald, M. (2007) Marketing Plans: How to Prepare Them, How to
Use Them, Butterworth Heinemann
- Dibb, Simpkin & Bradley (1997) The Marketing Planning Workbook,
Routledge
- Jobber, D. (2006) Principles and Practice of Marketing, McGraw Hill
www.amdis.co.uk
www.cim.co.uk
www.marketingminefield.co.uk
SUMMARY
 Please write down your key learning
point/action point from this workshop
 Any questions/comments?