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Collecting information and

Forecasting Demand
Internal Records
• Internal reports of orders
• Sales
• Prices
• Costs
• Inventory levels
• Receivables
• Payables

Source: Kotler and Keller


Improving
marketing intelligence

✓ Motivate sales force


✓ Motivate intermediaries
✓ Hire external experts
✓ Network internally and externally
✓ Set up a customer advisory panel
✓government-related data
✓ Purchase information from outside research vendors
✓ Collect marketing intelligence on Internet

Source: Kotler and Keller


Marketing Intelligence on the internet
• Independent customer review forums
• Distributor or sales agent feedback sites
• Combo sites offering customer reviews and expert opinions
• Customer complaint sites
• Public blogs

Source: Kotler and Keller


Identifying Major Forces
• Demographic
• Economic
• Socio-Cultural
• Natural
• Technological
• Politico-legal

Source: Kotler and Keller


Demographic factors

• Worldwide population growth

• Population age mix

• Ethnic and other markets

• Educational groups

• Household patterns

Source: Kotler and Keller


Economic Environment
• Consumer Psychology

• Income Distribution

• Income, Savings, Debt, Credit

Source: Kotler and Keller


Socio-Cultural Environment
• Views of ourselves
• Views of others
• Views of organization
• Views of universe
• Views of nature
• Views of society

Source: Kotler and Keller


Natural Environment
• Corporate environmentalism

Source: Kotler and Keller


Technological Environment

Accelerating pace of change

Unlimited opportunities
for innovation

Varying R&D budgets

Increased regulation of technological


change

Source: Kotler and Keller


Politico-Legal Environment

LAWS

GOVERNMENT AGENCIES

PRESSURE GROUPS

Source: Kotler and Keller


Megatrends
Agenda

❖ Introducing Megatrends

❖ How to pick megatrends affecting business

❖ Drivers of Megatrends and Broad Megatrends

❖ Megatrend analysis

❖ Review of Eight Megatrends


Introducing Megatrend
Successfully identifying, analysing, and acting on megatrends is essential for success in markets, particularly for consumer markets

Consumer Expenditure Lower growth in developed markets

Multinationals
Monopoly is challenged by local and emerging players

Consumers Reassess
priorities and values:
Experience over
Possessions, Sharing Technology enables new shopping behaviors
over Owning, Time over
Money
How to Identify Megatrends
Step 1: Define a megatrend

Step 2: Establish drivers for change in behavior and attitudes

Source: Euromonitor
Source: Euromonitor
How to Identify Megatrends
Step 3: Build An Exhaustive list of megatrend

Step 4: Pinpoint a megatrend which matters


most to the business

Source: Euromonitor
The Importance of Megatrend analysis

Source: Euromonitor
Review of Megatrends and Business Cases
Middle Class Retreat

Business Case

GameStop, UK based retailer in


video and consumer, moves from
Buy-sell-trade model to
Inclusion of sales of used car
electronic goods.

Source: Euromonitor
Review of Megatrends and Business Cases
Experience More

Business Case

Magnum,a Pop up store in


London from Unilevers,
with a business model of
shareability and social media is
able to offer immersive, and
personalized experience

Source: Euromonitor
Review of Megatrends and Business Cases
Shifting Market Frontiers

Business Case

Nestle has acquired Hong Kong


based firm, Hsu Ku Chi, which has
resulted in Nestle achieving
reasonable market share in
competitive and challenging
Chinese market.

Source: Euromonitor
Review of Megatrends and Business Cases
Premiumisation

Business Case

Freshpet taps into consumers


interest to spend on premium pet
products

Source: Euromonitor
Review of Megatrends and Business Cases
Ethical Living

Business Case

US Pinch of color offers waterless


cosmemtics , creating
environmental conscious brand

Source: Euromonitor
Review of Megatrends and Business Cases
Ethical Living

Business Case

US Pinch of color offers waterless


cosmetics , creating
environmental conscious brand

Source: Euromonitor
Review of Megatrends and Business Cases
Shopping Reinvented

Business Case

Megane Super and Line offers


chat based using a messaging
application is a unique social
commerce

Source: Euromonitor
Review of Megatrends and Business Cases
Healthy Living

Business Case

Intercontinental Hotel opens


EVEN in 2014 provides facilities
such as exercise equipment in the
room, large fitness center, and
health eating options for health
conscious travellers

Source: Euromonitor
Review of Megatrends and Business Cases
Connected Consumers

Business Case

Netflix associated with a cultural


phenomenon binge watching

Source: Euromonitor
Forecasting and Demand
Measurement
• Market demand measures
• Potential market

• Available market

• Target market

• Penetrated market
Demand Mesaurement

Source: Kotler and Keller


Demand Measurement

Source: Kotler and Keller


Market and Demand Measurement
Demand
Market demand
Measurement
vocabulary Vocabulary
• Market share
• Market-penetration • Market Forecast
index • Market potential
• Share-penetration • Company demand
index • Company sales
forecast
• Company sales
potential Source: Kotler and Keller
Estimating Current Demand
• Total market potential- Chain-ratio method

• Area market potential

• Market-buildup method

• Multiple-factor index method

Source: Kotler and Keller


Brand Development Index

Source: Kotler and Keller


Estimating Future Demand
• Survey of buyers’ intentions
• Forecasting and purchase probability scale
• Composite of sales force opinions
• Expert opinion
• Past-sales analysis
• Market-test method

Source: Kotler and Keller