Market Research : TradeGauge Durable
Three Retail
Research Modules
It is now generally accepted that the consumer behavior at the point of purchase contributes significantly to the brand performance. TradeGauge modules have been designed by MaRS to provide the information power latent at this final contact boundary between the brand and the consumer.
Module 1:
Micro Audit- Monitoring brand and market flux
In a market where flux is continuous, there is need to
constantly monitor brand performance differentials. And to do that you need a
more sensitive retail monitor than the standard audit report. Micro Audit has
been designed by MaRS as specialised ad hoc modules to meet these objectives. It
is a very powerful tool and can be designed to be extremely cost effective, if
planned for medium to long term applications.
Module 2:
PPR analysis- Identify the brand performance drivers by using Push Pull and
Rationalised decision making
This analysis takes into account that there are three factors operating at trade level contributing to its sales performance. These are,
|
The Pull Factor-
The basic brand pull generated through
promotions and advertising. |
|
|
The Push Factor- Two major push factors, each playing a significant role, are taken into account- one exerted by dealers and the other by the peer group. |
|
|
The Quality Factor-
Rational
weighing up of all information received by the consumers vis-à-vis their
requirements |
Module 3: XSA-RSM- Retailer Satisfaction Measurement
MaRS believes that a Retailer Satisfaction Research is not an end in itself. With this belief, XSA-RSM has been designed to answer two basic questions
| · | How do we analyse and interpret findings to add to our understanding of the retailer - company interaction ? |
| · | What accountable
and actionable findings can be given to the sales team that will result
in measurable improvement in sales performance
? |