Analysing the Marketing Data
Category: Marketing
Examples of different questions which could answer where and how the information can be obtained:
| Information Sources | How to obtain Information? | Gathering of information = Questions | Answers = Purpose |
| End users | Ask people who enters a shop which sells your products | How often do they buy the product? How much do they buy each time? Is that amount increasing or decreasing? | What is the market size?
Is it increasing or decreasing? |
| Ask people in the street | How often do they buy? What products do they buy? What is the advantage/ disadvantage of our product? | What are the most important characteristics of our product? | |
| Send questionnaires to industrial users | How to improve the product? Which similar products do they buy? | Who are the competitors? | |
| Visit end users and ask questions? | How large a part of the entire purchase is based on our product? How is our product compared to similar products?
Do they have problems finding our product? |
How large a market share do you have?
How do the customers compare the products? Do you have a distribution problem? |
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| Distributors | Ask the distributors who visit the companies | How much of each product do they
buy each month? Expected purchase next month? |
What is the market size? Increasing/decreasing? |
| Information Sources | How to obtain Information? | Gathering of information = Questions | Answers = Purpose |
| Visit the distributors and ask | What products do they buy?
How much of the entire purchase is based on our company? What other companies do they buy from? Why do they buy from us? Who do they sell to? How often do they visit our customers? |
Who are our competitors?
How is our product compared to competing products? Who is the end user? Do our distributors provide a satisfactory service? |
|
| Retailer | Visit the shop in order to know how
it looks and how your products are presented |
When visiting the shop ask yourself: How is the product presented? What other products do they sell? What reputation does your product have?
Compare prices. |
Does the shop sell your products effectively or is it «hidden»? Why would a customer notice your product? |
| Talk to the owner of the shop
(without revealing who you are) |
Ask the owner:
What he thinks of your product? How much does he sell? Which product is sold the most-and why? Why does he keep some products and not others? How was he introduced to your products? |
Does he market your product?
What is the situation of your product compared to similar ones? Do you have a distribution problem? |
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