RM Notes

[sagar sankhe]

Q. TAM measurement (Television Audience Measurement)

Ans:

TAM is  television Audience measurement analysis firms (a joint venture company between AC Nielsen & IMRB) TAM India’s panel is among the top five in the world ( largest sample size: 33,500 respondents across 164 cities)

> Local PeopleMeter (LPM) technology (PeopleMeter device attached to TV records which channel is being viewed for how much duration)

> PeopleMeter is a box shaped device(attached to TV) + remote control, remote control starts the recording channel status

> TAM is does this for Terrestrial TV Homes, Cable & Satellite TV Homes and the Digital TV Homes

TAM Finds out:

> Measure TV audience for a TV channel e.g. Star Plus

> Determines ad rates 

> Nielsen rating :number of households tuned into a specific TV program e.g. IPL

> Share :number of households with TV on watching a particular program (Count)

                                         No of households tuned to a program

Nielsen Rating=      ---------------------------------------------------------

                                            Total No of households in a market

Program share however is counted on the base where total number of households with TV tuned on (maybe watching same channel or something else) as opposed to super-set of no of total households (TV on and off both)

> TAM while selecting representative towns does not select top 6 metros 

> Select metros with population of > 1.1 million

> TVM5 Digital meters are compatible with Plasma/LED/LCD/CRT TV sets as well as CAS/DTH/IPTV service provider's devices (set top boxes)

Problems:

> June 2013 showed widespread protest mentioning TAM is faulty/biased

> TAM was also accused of manipulation of data to pull in advertisers

Q. Research Proposal

Ans:

Next email

Q. Measuring consumer attitude using a questionnaire

Ans:

Next email

Q. Perceptual map & developing positioning statement for Amul chocs and Cadbury chocs

Ans:

Perceptual Mapping: Marketing research technique where we plot consumer's views about a product on a chart (Perceptual Map), their responses are used for improving/developing product, In other words perceptual map shows consumers reactions to brands, products, services and other market offerings

Perceptual maps tell us how consumer sees us and we already know how we see ourselves and how we want our consumers to see us, so this is a reality check after which we can bridge this gap by taking some actions (change positioning etc)

Example: Automobiles in America

Subjected to your perception: Cadburry (Silk, Temptation) chocolates may come towards high price and high quality, Indulgence, where as Amul comes at low-medium cost and medium quality/taste/Indulgence, perk at low indulgence and low cost

Example is below:

Q. Designing a questionnaire

Ans:

In next email

Q. Explain the following terms: Product, Brand, Branding, Market research and Marketing research

Ans:

“A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless.” Definition by Stephen King, WPP Group

Product: is anything that can be offered to a market that might satisfy a want or a need

whereas 

Brand: sum of the perceptions that are held about you, your company or your products, includes perceptions held by both external and internal audiences and stakeholders

Market Research: is an organized effort to gather information about target markets or customers

Marketing Research: is marketing specific research which can help identifying marketing opportunities and problems

Difference:

Market Research is a more narrow concept because it is research focused on a specific market, 

Marketing Research, however, scales on a much broader level, 

It encompasses areas such as:

> Research into new products

> Modes of distribution

> Product development

It can also include promotion research, pricing, advertising and public relations.

Q. Brand tracking with examples

Ans:

Monitor the health of the brand and provide insights into the effectiveness of marketing programs recently implemented by the company, Measures awareness, usage, brand attitudes, perceptions, and purchase intent in brand tracking studies

Will send in next email if i get anything else useful from 81 slide ppt of sir

Q. How to measure effectiveness of sales promotion

Ans:

Sales Promotion: is an activity like contests, discounts, coupons, giveaways, special offers etc to stimulate (promote) your sales

Measuring Effectiveness:

> Sales Volume/Profit Increase

> Brand equity Increase 

> New customers addition 

> On the spot consumer response

Thanks & Regards,

Sagar Sankhe

Sagar Ramkrishna Sankhe

Ex-Employee: TATA CONSULTANCY SERVICES. (2009-2012)

MMS 2012-14

Consultancy & Entrepreneurship Committees Member at
Sydenham Institute of Management Studies, Research & Entrepreneurship Education (SIMSREE), Mumbai.
Contact No: 9773682257