MARKETING RESEARCH

jagadish

cannibalization of brand image

cannibalization is defined as eating away your own revenue of product launched by

you (company) by introducing a newer product in place of previous product launched
by same company in its place

repurcussions of this launch is unethical as per 4c concept is concerned

but can be used in times of emergency situation as to remove the product from
shelf space of retail stores if product is defective and company has no idea as to
where the dispersement of product has been done

it can be solved by introducing for example 2 products of new launch with one
defective product launched of defective product

4c concept can also be introduced if companies help each other under crisis

cannibalisation of product should never be done when you have a competitor

product, as goodwill of company is at stake where their is chance of substitution
effect taking place by consumers diverting their funds to competitors thinking that
product is defective or has bad brand image

but the same cannibalisation is effective if you are a monopolist in the industry, even
then to lesser extent it has to be used as it is unethical

why unethical , it is because you are diverting funds to new product every now and
then as goodwill of brand company is at stake effecting the company in the long
run , it is unethical as per company policy and not consumer perspective. consumer
always has a chance of substitution effect but company doesn't have such freedom.

substitution effect means choosing a different product in place of product purchased

everytime being chosen by consumer

4c concept can be used under ethical cannibalization----

emergency situation

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problems faced by star performer in companies solved by cmo

in any organization star performers play an active role in moving ahead the company to
profits but if they face problem how to solve them

targets being given to star performers and other employees is not reachable, sometimes
is reachable by star performers and they are given small token of gifts to encourage them
to do sales on consistent basis, but company forgets that the targets reached by star
performers is occassional and not frequently as perceived by company management

targets as per jagadish has to be reachable even to average marketing executive on a

consistent basis and not higher end targets kept by management which by nature is not
achievable from the starting point, how can companies know whether targets are high, it
can be known only when average marketing executive is able to reach them on consistent
basis daily wise

what happens to companies if the average targets are kept and not higher targets, it
would benefit the company in the long run as it would tell the company management
whether they are recruiting the right candidate for target growths or they are recruiting
dull heads who are poor in personal relations .

those who are achieving this targets can be retained back and those who are not
reaching the targets can be deleted as targets are kept to achieve not to discourage
honest marketing executives whose mindset would to give honest database and not to do
manipulation as is seen in companies employees only because the targets were too high
to achieve and they did not want to leave the company so manipulated the database just
to sustain for fewer months

something to think about

targets have to be achievable by average marketing executive is the moral of the article
recruitment of excellent executives can be judged easily if targets are achievable as
company can measure its executives SWOT

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why research cant happen in countries

it is quite amazing that for research to happen money is needed and universities
even though have power have concentrated their entire research under the hands of
few and students have been denied freedom to express their research passion . in the
name of professorship across the universities students have been denied who want to
contribute for companies stating that they have to become professors and teach and
not just do research
why? this adam smith never knew how to give orientation in the world but wrote a
book which became the bible of the whole world, and universitites spend money on
purchasing books which is never used for research by students even though phd is
awarded by foreigners but under the pretext of professorship , can all students teach
is the first question ?

look for talent not professorship in education ? i cant teach to students but can write
and do research ? i havent earned money but earned fame ? i am not supporting
myself but put a case infront of the world that if i cant teach but some people ,
students follow me ? is it true fact that i or others who cant teach be not given
finance either by government wing or universities to which student apply ?

nobody in this world is multitalented , people have defects but commonsense is to

understand strengths and given motivation to contribute in this world

contribution to world is important and to be done ethically is required not looking

for weakness ? foreigners know how to apply this, lets see whether countries follow
this or not

research to be done is most important in 21st century if universities are looking for
professorship huge talent is wasted if you consider me also in this tussle for research
to be denied finance ?

i am supporting myself if some believe and i am also supporting students who have
flair for education research but dont have multitalent to contribute

look for strengths in individuals not weakness if myself is an example to it

why don't companies provide finance to students under apprenticeship if they want
to save their companies and to have honest, sincere, talented researchers under their
belt who can revolutionize them in the long run

1year apprenticeship and enrollment if successful, even companies do and require

researchers under their belt to survive in 21st century

if funding to universities if is given by companies on regular basis companies must

have a say in the running of administration of universities to which companies
provide funding

privatisation of universities has to be shared between industries

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Research and Development

jagadish (me) always talks about 4c concept being used for research purpose, how
to do it effectively and efficiently without affecting the relationship between
companies

Q1) which of the areas to concentrate upon research under 4c by companies

?

Ans)

it is generally seen in companies that want to do research usually as per my direction

may have chosen to do research and share their core competency areas to do
research with respective companies under different industry segment, for example
unilever corecompetency was quality and procter and gamble corecompetency
is supply chain management.

by sharing information under this format they lost portion of their knowledge to
competitor , but it is acceptable under 4c concept as it is meant to give information
to each other under this concept otherwise friendship between companies is done
only by sharing information to each other

if sharing of information is not done then automatically it is called competition

between companies and not cooperation between companies, in 4c concept me
jagadish trying to solve problems in times of emergency situation problems where
CSOP (customer stock option plan) and others play an active role which should
mutually help the companies as at any given time both the parties can be affected

my advise to companies was to do it gradual friendship

another problem i have deciphered is that of complementors playing an active role

and can shift their base camp to company which gives more weightage say monetary
wise, the solution is simple 4c concept works under crisis if complementor is
unethical it is better to leave the complementor than to stick to it as alternatives are
many now a days , complementor all the time cannot stick to one company as
finance availability to be provided to it are many if they are ethical

4c concept works only on ethics

Q2) how much money should be allotted under R and D by companies under
4c ?

Ans) investment of knowledge under 4c concept gives you much more say over the
issue than monetary
Q3) how much of man power is required to solve R and D purpose under
4c ?

Ans) man power in the sense of implementation of strategy team is much more
beneficial under 4c concept

Q4) what is the role of Government and law to solve this 4c concept which
also includes R and D purpose ?

Ans) general assembly guidelines to be followed in solving the problem which is

global problem--- rampant across the nations (UNITED NATIONS)

Q5) what role can ESOP and CSOP play in bringing about success in R and D
development ?

Ans) it is employees and not consumers/customers who can bring about success in R
and D development

sony walkman was created by sony employees and not by the guidelines of
consumers---- talk about innovations

Q6) what role does breach of contract designed between companies can
play a role in solving R and D problem under 4c concept ?

Ans) actually breach of contract should be their with actual amount of money to be
specified if certain clauses if designed between companies is breached, based upon
clauses a certain amount of money as stated by companies while designing the
contract has to be paid

contract to be designed in consultation with high court of the states between

companies. standard formats of templates guidelines to be designed as contracts on
the basis of which law works.

if high court of a country cant come up with fixed amount of money to be paid it is
better advised to companies themselves to decide the specific amount that has to be
paid by the company on breach of clause as specified by themselves, if their is a tie
as to party to contract have been breached by all the parties involved high court
would give the direction.

if 4c is being used now a days it is advised by me that proper guidelines

from general assembly else justice of hague direction be taken immediately

Q7) Can labor unions play a role in R and D development ? if yes how ?

Ans) through drop boxes advise can be given by any labor with proper direction of
labor union leader
research contribution can be done but it has to have proper authentication from labor
union leader. labor union leader must know what information is being passed on to
the board of directors through proper channel which is measurable

Q8) what type of strategies should board of directors broadly should define
while implementing R and D under 4c concept ?

a) education top priority for company employees either white collared or black
collared
b) management of strategies to be shared with employees on regular basis
c) intranet facility to be adopted all over the company (blue collared or white
collared)
d) funding to educational institutions by industries and recruitment-- phd to be given
preference ranging between one to three years by students

Q9) In todays generation nature plays a dominant role how much should it
play in bringing about innovations under 4c between companies ?
Ans) products if are nature friendly brings in joy in the consumer as it wasnt seen in
the olden days, innovation under 4c can be done but what type of qualities are
required by companies in order to garner strength for this type of business

qualities of company

a) research bent with the help of students

b) historical perspective of company products and competitor/complementor
products to be shared with stakeholders, think?
c) recycling of products to be taken up from consumers
d) sharing of information about their company to other companies by holding
management meets between companies face to face group discussions

Q10) what role does supply chain management style play a role in R and D
under 4c concept ?

Ans) for recycling purpose how ?

a) transportation van to be used on daily basis to collect junk yard from supply chain
management points (wholesaler, distributor, retailer (point ))

think?

this would also result in knowing the collection revenue and number of products used
on daily basis with the help of ERP of the company concerned

Q11) what role does technology advancement play when it comes to

implementation of R and D under 4c concept ?
Ans) it is usage of available technology that plays a dominant role , what is the use
of technology if it is not nature friendly,

how to manage technology

a) sharing of knowledge within company employees with research in educational

institutions (upgradation of technology knowledge - maintenance)
b) knowing the strengths of technology and keeping it to minimum extent by making
it semi automated instead of fully automated think?
c) working on current affairs by making the public aware and to make it participate is
the catch of 21st century

Q12) how to gather information under vital R and D purpose in defining its
role under 4c concept ?

Ans) a) students role in educational institutions (Research process)

b) public role in getting information through opinion leaders, focus groups
c) educational websites giving free access to research wing and earning profits
through ads (quality of website is known --- to sustain)
d) product knowledge to stake holders through company websites to be promoted
( unilever sharing its products knowledge through its own website)

Q13) how to do niche marketing under 4c concept ?

Ans) niche marketing is defined as companies working in specialised geographical

areas where popularity of their company is their

how to cooperate with other companies

a) CSOP (Customer Stock Option Plan)

b) Research
c) students to participate think ? example : ideas under educational research with
opinion leaders (research questions)

Q14) how to do research in B2B marketing under 4c concept ?

Ans) B2B marketing concentrates upon selling products between companies which is
the maximum sales generated by any indsutrial company

to do research under this marketing is through different ways

a) mobile commerce is picking up where opinion on one issue to be taken up daily

b) television answers to be given by users (tata photon in INDIA)
c) on the spot answers to be given up through tele conference or video conference

example : tele conference connected to mobile package think?

Q15) how to do marketing research under B2C under 4c concept ?

Ans) B2C conentrates upon selling product directly to consumer through companies

to do research under this

a) postal service within time frame (couriers) paid by companies

b) research centres in cities ( cash awards to consumers)
c) company booklets to be given by companies and these to be submitted to outlets
while doing service after sale by consumers -- questionnaire

think ?

Q16) How to do marketing research under C2C under 4c concept ?

Ans) C2C concentrates upon research being done with customer to customer
( example : Amway)

to do research under this way

a) company outlets ( when done purchases by consumers repeatedly)

b) kiosk
c) tie up with travel agencies --- companies

Q17) should research analysis and future growth of company in research to

be highlighted in brochures when submitted to stakeholders ?

Ans) definitely but what to highlight

a) history of brand for that year

b) sales generated and loss to the company and strategy adopted by company
c) cash cows, stars of the company ( BCG matrix) talks about which products are
doing good and which are in losses
d) venture capitalist decisions to be highlighted

think ?

Q18) what type of segmentation, targeting , positioning to be adopted while

designing marketing research under 4c concept ?

Ans) industry wise research centers in cities

Q19) what are the major drawbacks in marketing research ? how can you
overcome them ?
Ans)

a) lack of proper questionnaire designing

how to overcome it --- teach it in educational institutions

b) no proper segmentation, targeting, positioning

how to overcome it --- chose those mediums which are popular as per geographical
segmentation is concerned

c) not known whether target audience where research is taking place are the right
candidates to give information
how to overcome it --- use internet, intranet

Q20) Future of marketing Research ?

it has to be done with students fraternity with companies, initially with educational
institutions, students groomed up their and taken up in future by companies as is
seen in USA.

questioning power to be a guiding force for selection as proper questionnaire leads to

correct diagnosis of problems pertaining to companies

companies to give preference to phd students as they are creators of ideas in

management and in near future - mindset of students in this competitive world has
to be smart innovators with strong basics

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