• MARKET RESEARCH –
In India, the role, stature and importance of marketing research has been growing steadily. With the sea – change in the marketing environment of the country, especially the intensification of competition in practically every sector and every product category, all firms have been compelled to turn to market research.
Marketing Research is the tool available these firms for finding out what consumers actually want and how their marketing offers / 4 P’s can be fine – tuned in line with their needs and expectations.
• NEW PRODUCT INNOVATION / DIFFUSION –
It is defined as the spreading of new idea from its source of invention to the ultimate users. As the innovation spreads, adoption of the product by the consumers picks up.
Product adoption involves 4 stages of awareness, interest, desire and action basically known as AIDA Model.
When a consumer is exposed to a new product, he gets on the first stage of the process; he becomes aware of the product; then, several marketing messages create in him an interest towards the product; he may then develop a desire to try it out; and finally, he may buy and adopt it.
Here in the case of DNA, consumers were exposed to DNA by the teasers which were running through the hoarding campaign, thus the consumer became aware of DNA; then marketing messages like ‘Speak up, It’s in your DNA’ created interest in the minds of consumers towards DNA; a feeling might then arouse in mind of consumers to try out DNA, thus fulfills the desire stage; and finally, he may book the order and adopt it.
In India, the role, stature and importance of marketing research has been growing steadily. With the sea – change in the marketing environment of the country, especially the intensification of competition in practically every sector and every product category, all firms have been compelled to turn to market research.
Marketing Research is the tool available these firms for finding out what consumers actually want and how their marketing offers / 4 P’s can be fine – tuned in line with their needs and expectations.
• NEW PRODUCT INNOVATION / DIFFUSION –
It is defined as the spreading of new idea from its source of invention to the ultimate users. As the innovation spreads, adoption of the product by the consumers picks up.
Product adoption involves 4 stages of awareness, interest, desire and action basically known as AIDA Model.
When a consumer is exposed to a new product, he gets on the first stage of the process; he becomes aware of the product; then, several marketing messages create in him an interest towards the product; he may then develop a desire to try it out; and finally, he may buy and adopt it.
Here in the case of DNA, consumers were exposed to DNA by the teasers which were running through the hoarding campaign, thus the consumer became aware of DNA; then marketing messages like ‘Speak up, It’s in your DNA’ created interest in the minds of consumers towards DNA; a feeling might then arouse in mind of consumers to try out DNA, thus fulfills the desire stage; and finally, he may book the order and adopt it.