Mit

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MARKETING INFORMATION & RESEARCH

Professional Certificate in Marketing
CIM Number: 38431370
Study Center: Next Business School

Task Word Count
Task 1: 4448(12 sides
of A4)
Task 2: 1495
Task 3 1403
Total 8792
CIM Declaration
I confirm that in forwarding this assignment for marking,
I understand and have applied the CIM policies relating to
word count, plagiarism and collusion for all tasks. This
assignment is the result of my own independent
work/investigation expect where I stated. Other sources are
acknowledged in the body of the text and/or a bibliography
is appended. The work that I have submitted has not
previously been accepted in substance for any other award.
I further confirm that I have not shared my work with
other candidates.

Marketing Information & Research CIM Membership No. 38431370
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Acknowledgment
I am much pleased to study on marketing messages sent on the move to existing and potential
customers to BMW Sri Lanka. My selection on the luxury car market made the study much
interesting. Special thanks to Mrs. Ruwandi Perera, lecturer for Marketing Information & Research
and all staff at NEXT Business School who made my CIM stage 1 life very interesting and
challenging.
Heartfelt appreciations to Mrs. Renuka Wanasinghe Head of operations at BMW Sri Lanka for sitting
with me for hours and providing me relevant data sacrificing her busy schedule. Special thanks to
BMW Sri Lanka for accepting my recommendations and my research findings.
My father, mother. Brother and sister for understanding my urge to study Marketing and follow CIM
and helping me throughout whenever I needed them and at all times when I didnt even ask for help
for being with me.
I am very much satisfied and happy to follow CIM, which I believe is my number choice out of all my
qualifications.
Hoping to excel well in the field of marketing!

Thank you,

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List of tables & figures
Tables
Table 1: Internal data needs .................................................................................................................. 10
Table 2: External secondary needs ........................................................................................................ 10
Table 3: Sample frame .......................................................................................................................... 12
Table 4: Telephone interview sample frame ......................................................................................... 12
Table 5: Online interview sample frame ............................................................................................... 13
Table 6: Limitations of survey research and remedies.......................................................................... 13
Table 7: Non sampling errors / remedies .............................................................................................. 14
Table 8: Pros & Cons of statistical analysis methods ........................................................................... 15
Table 9: In depth interview sample frame ............................................................................................ 15
Table 10: Limitations of transcript analysis and remedies .................................................................... 16
Table 11: Time frame of the project ..................................................................................................... 16
Table 12: Cost structure of the project ................................................................................................. 17

Figures
Figure 1 : BMW logo .............................................................................................................................. 6
Figure 2 : Sampling process .................................................................................................................. 11
Figure 3: Top 3 luxury car brands .......................................................................................................... 37
Figure 4: Most driven out of the portfolio of BMW .............................................................................. 38

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Table of Contents

Task One : Background of the Company ................................................................................................ 6
1.0 Introduction ...................................................................................................................................... 6
1.1 Product and service portfolio ........................................................................................................... 6
1.2 Customer and Competition ............................................................................................................... 6
1.3 Marketing Problem ........................................................................................................................... 7
1.4 Rationale behind the research .......................................................................................................... 7
2.0 Research Objectives .......................................................................................................................... 8
3.0 Research Methodology ..................................................................................................................... 9
3.1 Secondary research ........................................................................................................................... 9
3.2 Primary research ............................................................................................................................. 10
3.3 Qualitative research ........................................................................................................................ 15
4.0 Presentation format ........................................................................................................................ 16
5.0 Timing of the research .................................................................................................................... 16
6.0 Fees structure ................................................................................................................................. 17
Task two : Presentation with speaker notes ........................................................................................ 19
Task Three: Introduction ...................................................................................................................... 33
3.1 Strategic importance to the company of building data analysis tools, including databases, to gain
insight from key customer data ............................................................................................................ 33
3.2 Identification of the data analysis tools which can be used by BMW Sri Lanka. ............................ 33
3.3 Impact on data protection legislation and controls ........................................................................ 34
3.4 Recommendations for the ethical functioning of the data collection process............................... 35
3.5 Conclusion ....................................................................................................................................... 35
List of references .................................................................................................................................. 36
APPENDIX ............................................................................................................................................. 37

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TASK 1

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Task One : Background of the Company
1.0 Introduction

Figure 1 : BMW logo

Bayerische Motoren Werke AG or commonly known as BMW marks its
birthday on 6
th
March 1916 in Bavaria,Munich, Germany.
Performance motors was converted as Prestige Automobile in the year 1990 passing the ownership
from Mr. Arthur Senanayake to Mr. Heinz Reuter with a new management.
Registration of super luxury BMW 5 series was up 411 percent from a year earlier in the month of
January in Sri Lanka. Rival Mercedes Benz registration rose 80 percent, making BMW the highest
sales growth recorded to hit in the Automobile industry in the year 2012.
1.1 Product and service portfolio
Main products offered by Prestige Automobile includes the following models :
*BMW 1 series *BMW 7 series *BMW X5
* BMW 3 series *BMW X 1 *BMW Bikes
*BMW 5 series *BMW X3 *BMW Security vehicles
Service portfolio includes the following offerings :
Ordering Cars from Germany Head office.
Servicing of BMW vehicles.
Bringing down spare parts for BMW cars.
Demo drives offered to experience the ultimate driving pleasure.
Warranty offered for 2 years irrespective of mileage run.
24 hr Emergency breakdown fascilities.
Promotion of BMW brand in Sri Lanka.
1.2 Customer and Competition
Customers include the population with higher income and status. BMW Sri Lanka segments its
market into Government, want to be rich, corporate, professionals, diplomats, mercantile and new
rich.
Mercedes being the number one competitor , followed by Audi, Porsche and Jaquar in the luxury
segment and other competitors like Toyota, Honda, Nissan, Mitsubishi and Micro in the year 2013.
Customers who were competitors customers have now become customers of BMW. This is a result of
the cars being available under a special government permit where customers are able to buy a Bimmer
on top of 2 million over a Toyota Allion/ Premio or even 2 million less than a Benz.
Under appendix a detailed analysis of the company is attached.

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1.3 Marketing Problem
Currently Sri Lankan mobile users are higher than the world and regional averages. The
percentage of the population covered by a mobile cellular signal stood at 98% by beginning
2011, with virtually all Sri Lankans now covered by a mobile cellular signal. Based on ITU
sources total internet users stands at 3.2m out of the 21m population, a 28% increase within 6
months. The reason being last year 2m mark was crossed with high demand on dongle usage
and this year there is much enthusiasm shown on internet access via mobile devices. Due to
this reason, it is mandatory for BMW Sri Lanka to get active in on the move communications.

Competitor automotive brands namely Mercedes, Audi, Toyota use a wide variety of mobile
communication methods. The basket includes sending out customer service updates, special
offers, promotions, birthday wishes, marketing messages and etc accessible through mobile
handsets, smart phones and laptops. Prestige also quotes us that there is an increasing trend in
customer complaints with regards to the after sales service lacking customer notifications.
Eg: Audis UK digital marketing manager, Hugh Fletcher, said that smart phones generated
7.5% of the manufacturers online traffic, while tablets accounted for a significant 10.5%.
There was a nervousness that mobile couldnt deliver a premium experience but thats
changing. As mobile handsets become the default browsing devices, we move [advertising
budget] there, said Fletcher. (http://tabtimes.com/news/media/2011/11/14/audi-surprised-
mobile-traffic-ramps-advertising-spending)

BMW Munich website now enables customers in the My BMW section provides users with
customized information on BMW and recommends new products and services that best fit
their profile. Configured vehicles can be saved and shared with friends via social media.
Users will also find options for contacts and requests, on topics from offers and test drives to
location of dealerships, with additional information on every page. International pressure to
adopt into standards followed by BMW worldwide for mobile communications. Some of the
standards requested to implement is not practical for Sri Lankan conditions. Technology and
IT infrastructure availability and its cost have become a hindrance for marketing messages
received by customers on the move.

An integrated IT system with after sales, sales and stores is not installed. Coordination among
these divisions is very important for the proper functioning of the marketing communications
sent by Prestige to potential and existing customers on the move . The system requested by
the Parent company in Germany is very expensive in the Sri Lankan context.
1.4 Rationale behind the research
According to CIM, Consumer research has been called the study of the relationship between the
personality of the consumer and the personality of the product.
This research to be carried out by Millennium IT will focus on customers attitudes and perceptions
towards receiving marketing communications whilst they are on the go by potential and existing
customers. The actively growing ICT penetration along with mobile users ever increasing is key for
any organization striving to meet diverse consumer expectations.
Research is the systematic collection, analysis and communication of information undertaken to assist
decision making in marketing.
(Wilson, A -2003)

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Benefits of research
+Assists in capturing facts which hidden before or outdated.
+It gives a brief analysis on the past, present and future.
+Transforms captured data into information.
+Assists in decision making of the organization
As per the recent statistics shown previously now overall population has moved into mobile
communications. Most competitors have already pitched in the market with good offers with on the
move communications. This is one of the best and easiest ways now to satisfy the customers with upto
date technology. We found in the research that BMW Sri Lanka is currently having plans on
increasing capacity for after sales service in future. We believe that this is the first step to be done as
BMW Sri Lanka needs to improve on customer communications and ensure maximum satisfaction for
the price paid.
Therefore this research shall elaborate on the use of mobile communications by BMW Sri Lanka to
communicate with its potential and existing customers. In completion of the research Prestige
Automobile will develop a good understanding of customer attributes towards new mobile
communication methods. Millennium IT will be very happy to carry out this research for BMW
having won 10 international awards for previously undertaken assignments.
2.0 Research Objectives
The research will focus on: Marketing messages sent to potential and existing customers on the move
communications
2.1 To discover the different types and frequency of marketing communications which
customers receive on the move.
Identify the different types of marketing communications sent by BMW Sri Lanka.
Examine messages sent by other companies to customers who receive on the move
Analyze the effectiveness of the messages received by the potential and existing customers.
Compare and contrast number of times the customers receive messages from BMW and Benz,
Audi, Toyota, Micro etc.
Understand the future outlook in terms of mobile communication and suggest different
strategies BMW can apply to their marcom.
2.2 To Understand the types of devices customers wish to receive communications on the go.
Observe how many customers own a smart phone, tablet, laptop etc.
Collect information on applications accessed by mobile devices for customers.
Analyze how the internet fascilitates marketing communications received by potential and
existing customers.(internet connectivity and web pages)
Find preference made by customers to receive messages on their laptops/ computer/mobile.
Compare and Contrast most efficient and most favoured types of communication in the
market.
Identify which operating system customers mainly use on their smartphones/tablets today.

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2.3 To discover perceptions towards accessing BMW Sri Lanka whilst on the move by potential
and existing customers.
Identify attitudes on receiving messages from BMW through mobile phone/ tablets/e mail to
current and potential customers.
Understanding whether customers prefer to have personal selection of messages received or
auto-personalized messages.
Identify how customers are on line connected to whatsapp, twitter, e mail etc.
Observe customers perceptions over full online/offline communications.
Measure customers level of satisfaction of current communications.
2.4 To recommend with arguments the types of marketing communications potential and
existing customers of BMW would accept to receive on the go.
Distinguish a common platform in sending out messages to customers of each segment.
Appraise past trends how customers found it efficient to communicate with BMW.
Identify interactive communication platforms which customers could use to communicate
effectively with Prestige.
Customers probable responses to promotions and offers sent on the move.
Level of personalization customers expect of any interactions which is conducted.
3.0 Research Methodology
Research methodology includes the ways in which the above mentioned objectives mentioned under
research objectives are achieved. This methodology facilitates identification of types of research to be
used, sample, method of analysis, proposed timings , budgets and some limitations. Initially we start
off the secondary research and followed by a primary research.
3.1 Secondary research
A secondary research is any research carried out previously for a different purpose/ research. Usually
these researches are done by an external party regarding the organization.

Wilson, A (2006) defines secondary data as Information that has previously been gathered for some
purpose other than the current research project. The data is available either free or at a cost and can be
delivered electronically by computer or in printed hard copy.
Data that has been already been published at some other place, at some other time period, usually for
some other reason that the present researcher has in mind (Crouch and Housden 2003)
Analyzing secondary data is a must for any organization because it provides unbiased information to
the given project. Our job is to identify customer attitudes on the move communications. Therefore
both internal and external secondary sources will be helpful to find out more information and plan the
research better. For example we could identify TRC reports on mobile communication or even social
bakers to get our task completed. We would talk in a more elaborative context later in the report.
Some of the limitations are also seen such as relevancy of needed data available, sometimes these
reports could be outdated which BMW cannot actually focus with the current customer trends,
biasness of data, data available might not be actually comparable.
However carrying out a secondary research shall be faster because information is already available
and our organization does not need to place much time on carrying out a primary research, it is also
seen that it is less expensive to collect than preparing a research from scratch, many of the data is
available freely online.

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Table 1: Internal data needs
Table 2: External secondary needs
Type of data

Source Purpose
1. Competitor messages
received on the move

Internet, newspaper. Identify competitor messages
sent to customers using mobile
communications.
2. Benchmarks

Internet, index Compare and contrast against
organizations following best
practices.
3. Government reports

TRC reports, Analyze government statistics
regarding mobile
communication
4. Research findings

Nielsens reports Observe reports on mobile
communication trends

Secondary research only provides little needed data and therefore we should consider a primary
research too. This will make our findings complete to provide a complete covered set of information.
3.2 Primary research
A primary research is any research undertaken for a specific project to find out information only on
the given project. As secondary data alone would not fulfill the tasks and due to the inability to cover
information on all required data carrying out a primary research is vital. However following a primary
research is costly and time consuming, but accuracy and relevancy is at its best.
Under 3.2 we shall look at primary research under 2 criterias i.e the Quantitative and Qualitative
aspects.

Quantitative research is any research which gives an output of data which can be measurable.
Millenium IT will carry out a quantitative research to evaluate the small space and use it for
comparison purposes. There are different quantitative methods such as surveys, experiments and
panels which we can explain on BMW. We would choose surveys to fulfill the above purpose. .

3.2.1 Survey
A questionnaire done by ways of sampling and interviewing using selected respondents. There are
two types of survey methods. They are interviewer administered and self administered.
1. Interviewer administered It can be face to face, home/ office, mail and telephone
depending on the requirement. This method is used when a response is expected where a
one to one session will be established.
Type of data Source Purpose
1. Customer complaints Internal reports, CRM division Evaluate the customer complaints
regarding contact methods.
2. Customer satisfaction/
feedback slips
Internal, customer database,
CSI reports
Examine the level of customer
satisfaction.
3. Facebook likes/ shared
content
BMW Sri Lanka Facebook fan
page
Find the involvement of BMW on
facebook.
4. Previous promotional
activities effectiveness
Internal CRM documents Find out the effectiveness of the
promotions used by competitors as
well bmw.
5. Customer Database

NVP system, master list Identify customer selections on
different choices.
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2. Self administered Methods such as postal, hand delivery, fax or e mail can fulfill a
questionnaire being provided to the respondents.

Millennium IT propose to carry out a survey partly of an interviewer administered method using
telephone to capture private and reply needed questions, while self administered methods such as
online surveys are also carried out to observe the general view points.
Population selected
The population identified for the research are the target groups who would buy any car in the luxury
car market. These parties include existing and potential customers of BMW, customers who were
ones competitors customers, prospect list from banks (HSBC Premier card holders), groups from
social media such as the fan page and the own database of Prestige Automobile Pvt Ltd.
Due to the reasons submitted above of selecting only the set of individuals who are interested in the
luxury car market sampling is used. Also Sampling in comparison to census is referred to as cost
effective, saves time, ability to ask more direct questions, presence of skilled researchers and very
little influence on accuracy.

Figure 2 : Sampling process
3.2.2 Stratified sampling method
We identified stratified sampling method is the best suited. Under stratified sampling method we
identify strata or groups in the population and select randomly and do the survey. The sample frame
identified for the above sampling is as follows;
The above sample was selected analyzing the past sales reports and the customer segments provided
by Prestige Auto. Each customer segment is identified according to its geographical dispersion.
Majority of the customers are identified in the Colombo region in all divisions and therefore have
allocated many respondents. Stratified sampling is known to be one of the best sampling techniques.
Millennium IT identified Stratified sampling suits best for BMW with its large groups of different
customers and potential customers.

Define the
population
of interest
Determine
whether
to sample
or census
select the
sampling
frame
Choose a
sampling
method
Determine
sample
size
Implement
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Table 3: Sample frame
Colombo Kandy Rathnapura Negombo Total
Existing -
Corporate
50 10 10 20 90
Existing -
Professionals
50 10 10 20 90
Potential : Bank
prospects
50 10 10 20 90
Potential : Social
media
25 25 25 25 100
Total 175 55 55 85 370

3.2.3 Sampling errors
The difference between the sample analysis results and population analysis results. This occurs
mainly because of the limitedness of selection of the population size.
3.2.4 Survey contact methods
Millennium IT identified that the existing and potential customer groups would not like random
questioning and private data exposed mainly because of private information being exposed and tax
purposes. Therefore we propose customer contact method by using telephone and online
communication methods.
Above methods were selected as Millennium IT has to cater to wealthy customer groups who expects
professionalism. Online and Telephone conversations would be done with the help of the database
Prestige Automobile maintains and using information from banks of high net worth clientele.
Telephone Surveys
110 individuals who have not willing to or not capable of online communication will be accessed with
telephone. They demonstrate mainly the older generation and people outside Colombo. This method
will be very cost efficient, demonstrates a two way communication, speed of communication and
coverage will be very high but however does not clearly indicate a higher response rate, nor will be
able to show materials and sometimes will generate acceptability issues.
Table 4: Telephone interview sample frame
Existing -
Corporate
10 5 6 10 31
Existing -
Professionals
10 5 6 10 31
Potential : Bank
prospects
20 5 8 15 48
Total 40 15 20 35 110

Online methods
Existing and potential customers will be connected through online methods such as e mail, online
questionnaires, social media and etc. This will in turn help us to carry out our primary research if
needed. Online methods facilitates showing material plus respondents will place higher acceptance
and will allow to answer many questions. However through online methods respondents do not have
an ability to ask any clarifications and no control over customized queries suiting each respondent.
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Table 5: Online interview sample frame
Existing
Corporate
40 5 4 10 59
Existing -
Professionals
40 5 4 10 59
Potential : Bank
prospects
30 5 2 5 42
Potential : Social
media
25 25 25 25 100
Total 135 40 35 50 260
A pre recruited respondent list is sorted for all methods of contacting customers. We would only
select the customers in databases of BMW & Banks who have selected the option of participating in
any research conducted. Recruiters will clearly inform would-be respondents of the following points;
After ensuring their participation on a voluntary basis, the points below should be re-
confirmed.
The information supplied by respondents will only go through BMW Sri Lanka.
All interviewers would be done only at Prestige Automobile Battaramulla premises due to the
customer type BMW posses. They are concerned about the privacy of information and supplied.
Millennium IT will utilize telephone numbers, e mail addresses and a separate workstation in the
battaramulla main showroom to carry out the research. This will maximize the response rate and assist
in collecting more information from customers.
Limitations of survey research and remedies to minimize
Table 6: Limitations of survey research and remedies
Limitations Remedies
Individual questionnaires will only generate
results for the time concerned
Questions about the past trends and
recommendations are identified
No response or inaccurate answers supplied by
the respondent
Gifting of suitable compliments to respondents
with options of free test drive or a gift pack and
Respondents will be selected out of customers
who opted for participation of any research by
BMW or any Bank.
Inability to construct a customized questionnaire
suiting to each individual
Common set of information on general patterns of
mobile communications.
Biasness of information supplied Clear instructions and re-confirmation of supplied
data are assured.
Unsuitable for interview An attractive questionnaire developed with clear
and brief questions are developed.
Data entry errors after the questionnaires are
completed
Clear instructions given and a goes through
another process to confirm.

3.2.5 Non sampling errors
These are errors which occur in the research other than sampling errors. Some non sampling errors
expected and its remedies are elaborated below;
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Table 7: Non sampling errors / remedies
Errors Remedies
1. Sampling frame error- Sampling
frame different from population.
*Clear standards are adopted to carry out the research
assuring BMW professional standards.
*System of quota control questions are adopted.
2. Non response error Respondents
refusal or unavailability to respond.
*All research activities done at Prestige Auto
Battaramulla premises.
*The respondents are pre recruited.
3. Data error Erroneus answers
provided by respondents.
*Clear instructions supplied prior to the questionnaire.
*Reward scheme for respondents.
*Re confirmation of answers supplied by respondents
after the questionnaire.
3.2.6 Data collection tools
In survey, a questionnaire is the research instrument designed to generate the data necessary for
accomplishing a projects research objectives. Wilson ( 2006)
The questionnaire conducted by Millennium IT for Prestige Automobile will vary from behavioural to
attitudinal to classification question types. This will include 20 questions covering the following
types;
Social networks used on the move most frequently.
Analysis of F.A.Q to be easily provided.
Devices opted for on the move communications.
Present level of satisfaction regarding marketing messages received on the move.
Personalization and frequency customer expects for mobile communications.
Detailed analysis of customer segments and preferences of on the move communications.
All the questions will be analyzed with agree / disagree questions, choices , ratings and
recommendations.
3.2.7 Quantitative Analysis
Statistical analysis methods used for this research conducted for Prestige Auto will include the
following methods;
1. Coding This will facilitate a coding system to the responses so that the computer will easily
capture the data. Assigning codes are easy and will enable the data to be captured to the
database of Prestige Automobile.

2. Graphical presentation
Tables, pie charts, line graphs, bar charts, histogram are constructed with the answers
chosen by the respondents.

3. Frequency distribution and time series analysis
Data is classified into segments and number of items falling into class class frequency is
observed. Time series analysis will then use the items falling under each classification
and will indicate the behavior of variables overtime.

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Table 8: Pros & Cons of statistical analysis methods
Advantages Disadvantages
Easy to identify patterns overtime If a wrong population size is selected it may lead to
inaccurate reasoning.
Assists in identifying areas where much concentration
is needed
Due to the limitations of identifying all customer
groups it may not represent the overall target market
Coding will allow easy updates to the database
maintained
Wrong information supplied by respondents will lead
to wrong judgements identified.
Easy reference to customer reference than having to
go through all reports.
Data entry errors will generate improper results

3.3 Qualitative research
Focus groups, in-depth interviews, exploratory research, new idea generation, group discussion, focus
group discussions and projective techniques are commonly used approaches that are used.
Qualitative research methods are selected because it identifies information which cannot be
quantifiable. This includes personal value judgments, subjective opinions or any data which is too
difficult or expensive to quantify. Qualitative research identifies what the consumer has in his/ her
unconscious mind or in other words what the customer is thinking.
In depth understanding about customer attitudes and reasons behind behaviours is identified with face
to face detailed interviews using unstructured / flexible approach. It will facilitate arousing of senses
and thereby assisting in the efficient collection of answers.
In depth interviews
We will conduct the discussion with the help of the following customer groups ;
Table 9: In depth interview sample frame
Existing -
Corporate
15 5 2 2 24
Existing -
Professionals
15 5 3 3 26
Total 35 10 5 5 50

These professional and potential target individuals shall meet the interviewer from Millennium IT at
Prestige Automobile premises on a period of two weeks. The interviewer is a well experienced
individual in the field of depth interviews to grab hold of the emotional feeling of the customer
towards the subject. Interviewer will utilize stimulus materials such as mock up a potential print ad,
visuals and verbal materials will be used. Also projective techniques and discussion guides will also
be carried out for the proper functioning of the identification of marketing communications customers
wish to receive on the move. A room consisting of audio and video recording fascilities will be
arranged in the Battaramulla branch with an environment where the respondent will feel comfortable
will be used.

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Data analysis
Transcript analysis tools such as table method, cut and paste method, spider type diagrams, annotation
method, organizing data via computer will be the methods used to analyse the data collected through
qualitative research. Set of selected groups of people will convert the data into information. These
individuals are also from Millennium IT.

Limitations of transcript analysis and measures to minimize limitations
Table 10: Limitations of transcript analysis and remedies
Limitations Solutions
Biasness of data collection and errors in data
entry
Security of data captured is ensured with
screening.
Interviewer may not write full data mentioned by
the respondents
Video and voice recording fascilities will ensure
that all data is true.
Data captured maybe scattered all over the notes
with respondent changing topic of the
conversation.
Well trained and experienced staff is employed as
moderator and interviewer.
Interviewer or moderator changing topics to his
own benefit.
A clear cut guidelines is compulsory to be
adhered if not subject to penalties.

4.0 Presentation format
Information will be reported to Prestige using detailed reports a power point presentation with all the
findings of the above mentioned research about identifying marketing messages potential and existing
customers wish to receive on the move. Every step of the stages involved in the research shall be
communicated constantly with the Senior Managers of Prestige Automobile.
The communication of the research results in the form of a report or a formal presentation is the
culmination of the marketing project. This step is particularly important, as the clarity and relevance
of the communication is critical to the clients final satisfaction with the project. Wilson (2006)
Data collected by use of primary and secondary research will be handed over to Chairman Mr. Gehan
Siribaddane and marketing manager Mr. Heinz Reuter in the form of DVD and a hard copy for further
information presented by Millennium IT.
5.0 Timing of the research
Activity W1 W2 W3 W4 W5 W6
1.Proposal
2. Internal secondary
research

3.external secondary
research

4.Quantitative primary
research

5.Online Quantitative
analysis

6.Depth Interviews
7.Transcript analysis
8.Presentation and report
Table 11: Time frame of the project
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6.0 Fees structure
All figs are in LKR (Sri Lankan Rupees)
Activity Total
1. Finding the Marketing problem 1,000,000
2. Development of research objectives 100,000
3. Internal secondary research 600,000
4. External secondary research 800,000
5. Quantitative primary research 1,000,000
6. Questionnaire 100,000
7. Contacting customer groups 100,000
8. Qualitative research in depth analysis 1,000,000
9. Data analysis 300,000
10. Presentation and report on findings 200,000
11. Total cost 5,000,000
Table 12: Cost structure of the project
Source: Author Construction
Final total Approximately closer to GBP 23,000.
Word Count : 4448

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TASK 2

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Task two : Presentation with speaker notes
Slide 1

This presentation focus on information sources about changing trends in how customers on the move
communicate with organizations and the ways in which other organizations, competitors
communicate with customers on the move.

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Slide 2

To identify the usefulness of methods of communication preferred by customers identified through
secondary research, which discuss changing trends of how customers communicate with
organizations on the move.
E.g.: Usage of mobile apps, newspapers etc.
Evaluate other methods identified by the secondary sources of information used by competitors to
communicate with customers on the move.
Eg: Customer service alerts, sales promotion e flyers.
Discussion of pros and cons of the secondary research approach carried out by the organization
towards future strategies of communications of customers on the move.
Identify what other customer could have been used and actions needed by Prestige Auto to obtain
such information.

For this purpose we need secondary research to be done. We cover sources of secondary research
relating to internal and external.
Secondary research will capture more information with a much more coverage on broader aspects.
Secondary data is cheap, time saving and internet will give in easily accessible data.

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Slide 3

Internal secondary data
Some internal methods which you may want to know are as follows;
CSI reports Customer service information reports will be identified containing all types of
complaints and how the organization addressed each.
Customer feedback forms Customer preferences regarding main mobile communications will be
analyzed and choices for methods preferred by existing customers.

External secondary data
Some important external secondary data sources are;
TRC reports Government telecommunications regulations commission reports identified with
statistical data extracted.
Marketing reports Other marketing reports available in the market regarding customer
convenience and mobile marketing.
Nielsens report Reports made by Nielsens on mobile communication trends information can be
obtained here.

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Slide 4

A global market research organization Nielsens says Sri Lankas future consumer patterns will be
shaped by the growth in internet usage via mobile phones with greater access to social networking
sites, particularly among the 16 to 35 years age bracket. Mobile penetration, stands at over 80 percent
in Sri Lanka and represents an active use of mobile devices nearly 60% of their time. Approximately
46 percent of users access the internet through their mobile phones, 10 percent exclusively and 36
percent through a combination of modes including mobile devices.

Over 900,000, or nearly half of the total number of internet users in the country, are on Facebook,
with 78 percent in the 18 to 34 age group.

23

Slide 5

Customer portal The BMW SL customer portal will provide useful integrated data, but analyzing
each field would be complex.
Database Generate reports out of customer suggestions and comments; however, reports on all
information needed may not be available.
Text messages report updated data can be accessed, but too little information is accumulated.
Annual reports Information relating to a wide range of past data can be obtained, relevancy of
each information captured is questionable.
Online messages sent Data can be captured faster, but an online connection is needed.
Facebook fan page Additional information can be accessed as a whole, but information can be
biased.
CSI reports Accurate data gathered, however it will take time to collect these information.
Customer feedback forms Customer feedback forms gathered will give an overall picture of
information of customer preferences, but it remains very difficult to collect info.

24

Slide 6

Blogs It is a cost effective option whereas anyone can post any information. (Bias)
Social media updated knowledge can be earned but information remains to be biased.
Business newspapers Cost effective method to collect but data remains as irrelevant.
TRC reports Statistical reports can be obtained, but it is a very costly approach.
Directory Easily obtain data without spending much time, but information might be outdated.
Social bakers Quick access to statistics on social media, but in order to collect additional
information organization has to incur a higher price.
Marketing reports Access to broader information can be collected however is expensive.
Nielsens reports Information remains fairly updated but is the information needed data.

25

Slide 7

Mercedes Benz - As identified above develop mobile apps, then apps with varieties of features.
Here it is shown that the app provides an alarm fascility.
Toyota Lanka - announced its recall of 1.8 Prius cars through sms.
Porsche Customer invitations to their latest launch through an e flyer.
Audi - Audi recently ran an advert for its A6 Avant, featuring a bird-shaped HTML 5 banner.
This banner linked directly to Audis mobile site. The advertising campaign generated a click-through
rate (CTR) of 23,000, with the adverts being displayed across the mobile sites of The Sun,
Independent, The Telegraph and Piston Heads between 10
th
and 31
st
October.

Some other local brands on social media are also given here.

Social media updates, tweets, blog posts, targeted google advertising can also be seen. Customer
service updates such as happy hour for service campaigns or once the car is being serviced the
customer is sent a text to collect it.

26

Slide 8

Mobile apps Data can be collected of number of downloads & frequency of use, however
information available is limited.
Marketing reports Updated set of data available, however relevancy of each data available is
questionable.
Sms updates report Up to date collection can be taken with new information, but information can
be too little.
Customer event portfolio (report) It gives a quick guide on the events held and customer
involvement, but can it be applicable.

27

Slide 9

Foursquare Travel patterns can be easily collected and how these customers are approached can
be accessed, but an internet connection is needed at all times.
Twitter updates Collection of up to date information, but data may however be not needed.
Facebook fan pages Updated set of information accessed, but accuracy of data available is
questionable, as each individual possess biasness.
Directory Very cost effective approach, however the information captured may not be relevant.

28

Slide 10

+Already prepared reports or facts will be quicker to analyze than having to go through all files. No
hassle of finding information or no mystery shopping to be carried out because it is readily available
data. Saved time can be utilized in much more important activity.

+Already collected and processed data is cheap, because data has been already captured. Then the
process becomes easier to analyze. Internet gives a platform for many secondary research sources. As
you know doing a primary research is very expensive.

+Internet can be very helpful as found above in all slides, most of the sources were through online
means and they demonstrate a fairly good collection of information.

+ The exact information the research we are researching to uncover can be already available through
secondary sources or it may assist in forming the primary research.

29

Slide 11

- Sometimes data captured by secondary is not relevant with on the move communications.
Accumulation of unnecessary data may create a backlog.

- These data developed will be biased if it is made by the organization itself. Sources could be very
unreliable.

- Some information provided to us remains incomplete from outsiders. Data collected in the past
maybe accurate but the question is, is it up to date with changes in technology specially relating to
new patterns being developed in terms of mobile communications.

-Each report previously done is in different formats and techniques; therefore, it needs to be
developed into a common platform.

30

Slide 12

There were some secondary data sources important, but not accessible to the organization.
Some of them were paid for publications available locally as well as internationally. Some we
found over the internet web pages such as social bakers, comscore and etc
Subscriptions for specific Industrial reports which could have been important if we possess a long
term use in these data sources, and then we can offset the benefit over the price paid. However
some paid data were also found irrelevant.

31

Slide 13

The usefulness & limitations of secondary information sources are many with cheap and time saving
options observed; however tends to be not needed data by the organizations. Validity of the data in the
context is part of fast-paced evolution of ICT and this becomes obsolete soon.
Therefore we identified primary research as the best solution for this purpose to capture all needed
data.

Primary data sources could be more comparable, relevant, accurate, reliable, unbiased and more
applicable for the topic we are researching on mobile communications which potential and existing
customers receive on the move. Primary data sources such as questionnaires, in depth interviews,
group discussions, face to face interviews, telephone interviews, online surveys etc can be done.

Word count : 1495 words

32

Data collections & insight to on the move customer communications
To: Mr. Heinz Reuter
From: Sonali Vandort
Date: February 24, 2014
TASK 3

33

Task Three: Introduction
This briefing paper includes strategic importance to BMW Sri Lanka of constructing data analysis
methods. Initially we will identify the data analysis tools which Millennium IT has proposed to use to
analyse the customer data captured on customer communications on the move. An insight to how data
protection and legislations will impact BMW Sri Lanka. Finally this paper will include
recommendations as to how the organization can ethically use collected data.
3.1 Strategic importance to the company of building data analysis tools, including databases, to
gain insight from key customer data

List of data collected regarding on the move communications of customers;
*Customer travel patterns.
*Mobile phone usage trends.
*Frequency of interaction with marketing messages while on the move
*Mobile communications patterns and frequency of use.
*Impact of social media on Sri Lankan consumers.

Method
Data Base is a manual or computerized source of data relevant to marketing decision making about
An organizations customers - (Wilson 2006)

All the data captured should be stored in the customer database of potential as well as in an existing
list. Under each customer base trends and patterns should be then analysed.

It is vital for a company to maintain a customer database including potential and existing customers
records. In a database all needed data of a customer can be gathered. Such as personal details,
corporate details, customer hobbies and preferences etc.

3.2 Identification of the data analysis tools which can be used by BMW Sri Lanka.

The current database maintained by BMW Sri Lanka only gives a glimpse of data into a customers
personal details and a list of preferences into hobbies and some details of customers wife and
children, but fails to identify some insight into customer communication patterns and preferences. It is
very important to identify customers communication needs as it will improve the bond between the
customer and organization and in turn a build a loyal set of customers.

There are different ways to analyse data i.e;
Exploratory If a problem has not been clearly defined as yet, it will enable the organization to
identify the scope of the research.
Descriptive research It can involve qualitative or quantitative data, it describes who, what, where
how of a situation and not what caused it.
Casual research This will give a relationship of one variable into another which could be causing the
behaviour.
Predictive research Forecasting or likelihood of any occurrence.

Here are some of the data analytical tools and its uses and limitations;

Box and Whisker Plot: A tool used to display and analyze multiple sets of variation data on a single
graph. It presents graphically variable positions and spread simultaneously. However it does not give
information about normality.
Check sheet: Is a structured, prepared form for collecting and analyzing data, for a wide variety of
purposes. It gives a standard set of list to be found so that data will be complete, but relevancy to each
customer is questionable.
34

Control chart: A graph used to study how a process changes over time. Comparing current data to
historical control limits leads to conclusions about whether the process variation is consistent or is
unpredictable. It utilizes recent data, but due to its complexity it can be incorrectly used.
Design of experiments: A method for carrying out carefully planned experiments on a process.
Usually, design of experiments involves a series of experiments that start by looking broadly at a great
many variables and then focus on the few critical ones. It allows us to find out the relationship
between cause and effect. Practicality of the results generated cannot be pratical.
Histogram: The most commonly used graph for showing frequency distributions, or how often each
different value in a set of data occurs. Shows the trend of large accumulated data, but cannot exactly
identify the cause of effect.
Scatter diagram: A diagram that graphs pairs of numerical data, one variable on each axis, to look for
a relationship. Best method to illustrate a relationship of two variables in a non linear relationship. It
gives the results all over.
Stratification: A technique that separates data gathered from a variety of sources so that patterns can
be seen. It is highly representative of the sample population, but a complete list of the population is
necessary.

Tague, 2004.

3.3 Impact on data protection legislation and controls

What is data protection?
Obtaining legal certification to use and access data saved in computers as databases.

Need of data protection to BMW Sri Lanka

At present BMW does not follow a clearly identified list of data protection principles, but do follow a
simple guideline of having passwords for every computer of personnel and only authorized access is
given to databases maintained by BMW Sri Lanka. Although a database is operated by BMW SL, it is
not updated as quite often main reason being a separate division not handling the records. There are 3
IT databases one being an excel worksheet of all customer sales orders, autoline autoplus for service
and a NVP system (an integrated Microsoft access package for all departments).

Some of the problems identified in the research gathered;
All staff from each division want to maintain separate records. This has resulted in a double
entry system and BMW SL staff have come across situations where customers are
communicated of separate information from each department.
E.g : Sales department communicating to the customer that the new vehicle will be installed with the
new accessories on one particular day and service department promising a different date to the
customer.
Absence of an integrated IT system is a clear threat to the current database.
Having databases in excel sheets a major threat to customer information being exposed and it
will be rather difficult to following excel, than access.
International pressure from BMW Head Office to adopt into their systems are clearly not
practical for the Sri Lankan context.
Password is only required once and even if the personnel leaves the workstation it will
remain accessible.
Not updated regularly as no separate division or individual employed for handling databases.
Each individual who enter data lacks motivation as it is not their field of work which has
resulted in erroneous reporting.

35

Some of the data principles which can be adopted are as follows;
Personal data must not be used for reasons other than those specified.
All personal details should be captured in the data capturing form with a clear assurance that the
information obtained will not be used for any other purposes as specified.

Personal data must be accurate and updated.
Information collected and processed must be updated immediately and accurate.

Adequate security safeguards to prevent unauthorized access, alteration, disclosure, accidental
loss or destruction.
The information collected should remain with the highest security measures undertaken which allows
access with a proper confirmation of the user.

3.4 Recommendations for the ethical functioning of the data collection process

Company needs to act ethical when collecting, storing and using customer data. At present there are
no ethical issues which have been raised. However it is better to act ethical as customers private data
(high wealth of customers) gets exposed. Customer confidence will also improve if BMW Sri Lanka
adopts and communicates that they carry out the data collection process ethically.

Advantages of being ethical Threats not being ethical
Improve customer confidence Create a legal impact
Can collect more information Customers may hesitate to provide important data
Data collection will be easy Difficulty of collecting information
Better recognition Create negative goodwill to the business

3.5 Conclusion
An insight into data collected regarding customers on the move communications with organizations
through the data collection process of quantitative and qualitative research is seen above. The data
analysis tools to analyse these data is observed and all its uses and limitations. BMW Sri Lanka
needs to utilize all these captured data and build strategy for future customer on the move
communications. Data protection legislations and controls were then identified, all the data captured
should be stored and processed ensuring maximum security and standards.

Word count : 1405 words
36

List of references

Analysed from http://www.bmwblog.com
Analysed from http://www.itu.int/net/newsroom/GSR/2012/reports/stats_sri_lanka.aspx ITU
website sri lanka ITU statistical market overview: Sri Lanka
Analysed through BMW local Sri Lankan website - http://www.bmw.lk/asia_dl/lk_en/
Captured from MIR 2008 - 2009 official CIM course book matt housden pg 77
Data encrypted from Alan Wilson 2003, Marketing Research: An Integrated Approach, Harlow,
Pearson
Data extracted from Motorbikes, the new family vehicle Nielsen survey shows, Sunday times jan
26
th
2014.
Excerpted from Nancy R. Tagues The Quality Toolbox, Second Edition, ASQ Quality Press, 2004
Excerpted from Nancy R. Tagues The Quality Toolbox, Second Edition, ASQ Quality Press,
Extracted from
Extracted from http://www.esomar.org/uploads/public/knowledge-and-standards/codes-and-
guidelines/ICCESOMAR_Code_English_.pdf
Extracted from http://www.nielsen.com/lk/en/insights/reports/2013/whats-next--getting-started-
with-mobile-what-marketers-need-to-k.html
Extracted from Secondary research
http://www.cimlearningzone.co.uk/store/assets/files/606/original/FINAL_MIR_Web_Report_June_2
012_MP_.pdf
Gathered from BMW global website - http://www.bmwgroup.com
http://managementstudyguide.com/secondary_data.htm
http://tabtimes.com/news/media/2011/11/14/audi-surprised-mobile-traffic-ramps-advertising-
spending
Researched on Alan Wilson 2006, Marketing Research: An Integrated Approach 2nd Edition, Prentice
Hall
Retrieved from
Retrieved from http://tabtimes.com/news/media/2011/11/14/audi-surprised-mobile-traffic-ramps-
advertising-spending
Retrieved from
http://www.bmwgroup.com/bmwgroup_prod/e/0_0_www_bmwgroup_com/unternehmen/historie
/meilensteine/meilensteine.html 1916 - Establishment of BMW.
Retrieved from https://www.mrs.org.uk/pdf/code_of_conduct.pdf
Retrieved from https://www.press.bmwgroup.com/global/pressDetail.html?title=bmw-group-posts-
record-sales-for-2013&outputChannelId=6&id=T0163928EN&left_menu_item=node__804 - BMW
Group posts record sales for 2013 press release 13.01.2014
Retrieved from https://www.uoguelph.ca/hftm/

37

APPENDIX

Background of the Company

Bayerische Motoren Werke AG or commonly known as BMW marks its birthday on 6
th
March 1916
in Bavaria,Munich, Germany. The logo represents its state colours of Bavaria representing a rotating
propeller.
Initially BMW was into manufacturing of aero engines and in the year BMW marks its birth of the
first motor cycle the R23 in 1923.Later in 1928 BMW announced as an Automobile manufacturer. At
present BMW Group owns Rolls-Royce, Mini and BMW automobile companies.
Mission Statement of BMW up to the year 2020 is clearly defined: the BMW Group is the worlds
leading provider of premium products and premium services for individual mobility.
Each brand of vehicle under the BMW Group umbrella represents its own distinct brand identity;

BMW Brand - "The BMW brand stands for one thing: sheer driving pleasure. Sporting and
dynamic performance combined with superb design and exclusive quality."

MINI Brand - "The MINI brand wins hearts and turns heads. MINI is refreshingly different:
extroverted, spontaneous and in every respect something out of the ordinary."

For over 100 years, Rolls-Royce brand have stood for truly outstanding engineering, quality
and reliability

Sri Lankan market.
Currently BMW is represented in more than 150 countries with 28 production fascilities in 13
countries. Prestige Automobile (Pvt) Ltd is the local authorized dealer for the worlds most
prestigious Automobile Car manufacturer, BMW.
Current areas of operation which Prestige operates as for now is BMW Sales, Pre owned car sales,
After sales, Parts and accessories, Continental tyres and BMW VIP rent a car services. Prestige Auto
renovated the showroom into a state of the art showroom in the year 2012, then built a new body shop
in the year 2013 and with the influx in cars plans have now developed to occupy another land and
build a state of the art service center.

Performance of the company
Total sales of BMW Sri Lanka stood at 1,650,154,000 LKR while net profit remains at 268,245,000
LKR and Net Profit margin stands at 16.3%. Prestige Automobiles target for 2012 was to consolidate
the premium segment leadership in the second consecutive year with a retail volume target of 620
units.
The BMW Group sold more vehicles in 2013 the highest in its all time history. A total of 1,963,798
BMW, MINI and Rolls-Royce vehicles were delivered worldwide, an increase of 6.4% from the
previous record year of 2012 (1,845,186). All three brands reported record deliveries for 2013 and the
company strengthened its number one position as the worlds leading manufacturer of premium
vehicles. Followed by Mercedes second and Audi third.

Figure 3: Top 3 luxury car brands
38

Market condition
Registration of super luxury BMW 5 series was up 411 percent from a year earlier in the month of
January in Sri Lanka. Rival Mercedes Benz registration rose 80 percent, making BMW the highest
sales growth recorded to hit in the Automobile industry in the year 2012.

Total registrations for the year 2013 results for BMW stood at 921 cars while main competitor
Mercedes sold only 311 units and only 157 Audi cars were registered. Prestige Automobile has
clearly set its position as the dominant in the luxury car category in Sri Lanka for the past three years.
Main limitations to expand the presence of Prestige Automobiles presence in terms of its business is
mainly with the perception of high price demand is relatively low in a developing nation like Sri
Lanka and from late 2012 budget revisions to the tax structure of the government issued permit to
Public sector employees also increased along with duty paid cars tax structure. Another bottleneck
BMW feeds into its process is the lack of an integrated IT system which covers its sales service and
stores has made its operations much difficult. With the influx of more than 6000 cars in 2011/2012
service area and its capabilities have become congested and also availability of parts is questionable.
In a practical context operations should be efficient with economies of scale.

Product portfolio

Figure 4: Most driven out of the portfolio of BMW

Future Outlook of BMW worldwide
Launch of the concept CS, 2 series, 4 series car, i concept car.
Future key performance indicator is the Return on Capital Employed. BMW intend to achieve
a ROCE of 26 percent in the Automobile segment by 2012.
This results for the EBIT-based return on sales of 8 to 10 percent in the Automobile segment.
Increase automobile retail to 1.8 million units.
increase motorcycle retail by 50 percent to 150,000 units per year.
What this means is that BMW intends to increase automobile retail to more than two million units
by 2020. This includes completely new vehicle concepts for individual mobility.
BMW X1, X3, X5, X6 series
BMW 1,3,5,6,7
Latest addition BMW i series
concept cars, 4 series and 2 series

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