netrashetty
MP Guru
Marketing Research of Colgate-Palmolive : Colgate-Palmolive Company (NYSE: CL) is an American diversified multinational corporation focused on the production, distribution and provision of household, health care and personal products, such as soaps, detergents, and oral hygiene products (including toothpaste and toothbrushes). Under its "Hill's" brand, it is also a manufacturer of veterinary products. The company's corporate offices are on Park Avenue in Midtown Manhattan, New York City
Feast or famine. Beginning researchers must be prepared to accept that their work volume will vary considerably from month to month — sometimes even from week to week. Proactive individuals will take advantage of work ebbs to hone their skills, maintain existing network contacts or make new ones, develop selling skills and otherwise prepare for periods of more intense activity. Also, beginning research should be prepared to accept that the “happiest time of the year” is also the busiest — research suppliers will often experience significant up-turns in business activity during the holiday season (i.e., mid-September through mid-January) as clients spend the last of their research budgets. Brace yourself!
Be patient. Just a little bit of perseverance can go a long way in the marketing research industry. Entry-level employees’ first year or two in marketing research are by and large training periods characterized by sink-or-swim experiences. Many novices work on projects during that time that test their skills to the limit and cause them to question their fitness to practice research. However, the value of employees thus trained and conditioned becomes quite high within a short period of time. Hang in there!
Aside, brand identity is important in establishing a link between a customer and the product, the understanding of brand, marketing strategy and determining role played by the database. (1984) In addition, brand communication should establish results of the marketing strategies. The creative expression of the brand should provide personality across market mix and achieve consumer loyalty and adapt to the changing environment (1993). Rethinking brand management and how it relates to its business strategy. They must regain focus on differentiating the fundamental brand proposition and must build a much stronger set of marketing and management capabilities and take a much broader view of the goals for their products and businesses (1998). Brands guaranteed quality and premier brands went beyond quality to deliver value and image propositions. HK people no longer live in a world where great brand marketing make successful organizations and even with a sound brand communication proposition, there are significant challenges such as the following: (1998 )
u Competing with one's own channel for control of the consumer relationship
u Exploiting niche and data base marketing
u Maintaining brand equity
u Lowering product and marketing cost
u Managing across supply chain
u Creating customer and supplier information linkage
Moreover, the information technology will play a crucial role in developing brand management communication as the organization may spend on technology, information and value analysis in order to understand the underlying economics of intangible products and make better decisions, measuring media and promotional effectiveness and achieving greater value for brand and its communication ( 1997). Furthermore, brand management has provided a useful set of tools to draw on and adapt to enable them to be more focused, to create a stronger sense of brand value and direction, to understand the external environment better and manage effectively the development of snacks production ways. (1997 ) In reality, there is a wide range of perspectives, models and tools which can be described under the heading of brand management plan and some are in conflict with other brand communication approaches as it provides useful work environment essence (1997) having brand-driven management results. (1997 )
RESEARCH DESIGN
Instrument development
The subjects represented various demographic characteristics in terms of age and background. The questionnaire can be designed to elicit an understanding of situational factors that affect snacking behavior and products that HK consumers chose to satisfy their snack needs. Three situational factors are to identified such as:
whether snacks are consumed at home or away from home
whether snacks are consumed in the morning or afternoon
whether the snacker will eat alone or with others.
Identification of snack foods
The research consultants felt that the list was an efficient representation of the results of the focus group interviews and captured a broadly defined snack market. Furthermore, since this was the first empirical investigation of situational influence in the HK snack market, a broadly defined market provided a more useful baseline for future situational research that may investigate more narrowly defined sectors of the HK snack market.
Questionnaire Construction
The questionnaire required respondents to rate the appropriateness of the ten snacks in each of the eight situational scenarios, using a five-point scale (1 - inappropriate, 5 - appropriate). The usage preference and usage likelihood scales were not chosen because they tend to reflect current usage patterns that are not the focus of this study. The questionnaire will include demographic questions to assess sample adequacy. The data are to be collected to provide an opportunity to assess the nature of the sample.
Feast or famine. Beginning researchers must be prepared to accept that their work volume will vary considerably from month to month — sometimes even from week to week. Proactive individuals will take advantage of work ebbs to hone their skills, maintain existing network contacts or make new ones, develop selling skills and otherwise prepare for periods of more intense activity. Also, beginning research should be prepared to accept that the “happiest time of the year” is also the busiest — research suppliers will often experience significant up-turns in business activity during the holiday season (i.e., mid-September through mid-January) as clients spend the last of their research budgets. Brace yourself!
Be patient. Just a little bit of perseverance can go a long way in the marketing research industry. Entry-level employees’ first year or two in marketing research are by and large training periods characterized by sink-or-swim experiences. Many novices work on projects during that time that test their skills to the limit and cause them to question their fitness to practice research. However, the value of employees thus trained and conditioned becomes quite high within a short period of time. Hang in there!
Aside, brand identity is important in establishing a link between a customer and the product, the understanding of brand, marketing strategy and determining role played by the database. (1984) In addition, brand communication should establish results of the marketing strategies. The creative expression of the brand should provide personality across market mix and achieve consumer loyalty and adapt to the changing environment (1993). Rethinking brand management and how it relates to its business strategy. They must regain focus on differentiating the fundamental brand proposition and must build a much stronger set of marketing and management capabilities and take a much broader view of the goals for their products and businesses (1998). Brands guaranteed quality and premier brands went beyond quality to deliver value and image propositions. HK people no longer live in a world where great brand marketing make successful organizations and even with a sound brand communication proposition, there are significant challenges such as the following: (1998 )
u Competing with one's own channel for control of the consumer relationship
u Exploiting niche and data base marketing
u Maintaining brand equity
u Lowering product and marketing cost
u Managing across supply chain
u Creating customer and supplier information linkage
Moreover, the information technology will play a crucial role in developing brand management communication as the organization may spend on technology, information and value analysis in order to understand the underlying economics of intangible products and make better decisions, measuring media and promotional effectiveness and achieving greater value for brand and its communication ( 1997). Furthermore, brand management has provided a useful set of tools to draw on and adapt to enable them to be more focused, to create a stronger sense of brand value and direction, to understand the external environment better and manage effectively the development of snacks production ways. (1997 ) In reality, there is a wide range of perspectives, models and tools which can be described under the heading of brand management plan and some are in conflict with other brand communication approaches as it provides useful work environment essence (1997) having brand-driven management results. (1997 )
RESEARCH DESIGN
Instrument development
The subjects represented various demographic characteristics in terms of age and background. The questionnaire can be designed to elicit an understanding of situational factors that affect snacking behavior and products that HK consumers chose to satisfy their snack needs. Three situational factors are to identified such as:
whether snacks are consumed at home or away from home
whether snacks are consumed in the morning or afternoon
whether the snacker will eat alone or with others.
Identification of snack foods
The research consultants felt that the list was an efficient representation of the results of the focus group interviews and captured a broadly defined snack market. Furthermore, since this was the first empirical investigation of situational influence in the HK snack market, a broadly defined market provided a more useful baseline for future situational research that may investigate more narrowly defined sectors of the HK snack market.
Questionnaire Construction
The questionnaire required respondents to rate the appropriateness of the ten snacks in each of the eight situational scenarios, using a five-point scale (1 - inappropriate, 5 - appropriate). The usage preference and usage likelihood scales were not chosen because they tend to reflect current usage patterns that are not the focus of this study. The questionnaire will include demographic questions to assess sample adequacy. The data are to be collected to provide an opportunity to assess the nature of the sample.
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