Marketing Research
Ever wondered the importance of marketing research? Here is why marketers should be aware of conducting surveys, focus groups and be able to analyze situations.
In the 1980's
and early 1990's, milk sales had declined and the milk industry needed to find a
way to increase sales. An advertising company was hired by the California Milk
Processor Board, which in turn hired M/A/R/C Research to conduct a telephone
tracking survey of Californians over age 11. To identify the cause of low milk
sales, the research company sought to understand the underlying behavior of
consumers toward milk.
Marketing research role in the milk industry
Ever wondered the importance of marketing research? Here is why marketers should be aware of conducting surveys, focus groups and be able to analyze situations.
Through
extensive focus groups, household observations, and telephone surveys, M/A/R/C
was able to understand consumer behavior underlying milk consumption. This
research revealed that 88 percent of milk is consumed at home and that milk was
not the central drink of the average person, but it was used in combination
with certain foods such as cereal, cakes, pastries, and so forth.
However, milk
was strongly missed when there was none around, so they then developed an ad
campaign around consumer behavior with respect to milk and launched the
well-known “milk mustache” campaign with the “Got Milk?” tag line.
This
creative advertising was really effective, showing celebrities sporting the
famous white mustache. Continuing through marketing research and the
advertising campaign, milk sales increased and continued to be stable through
2006.
Marketing
research is often classified into either problem solving or problem
identification. The magnificent use of marketing research above led to gain
advantage of the 2 purposes combined and yet taught us the importance of
carrying marketing research throughout every marketing job.
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