ms-95 mba assignment july dec 2010 Question 1

1. You have drafted a questionnaire to find out the reasons for decline in sales of a product. Pretest your questionnaire with hypothetical data. Suggest the modifications required based on the results in the drafted questionnaire.

Solution:

Branding (and corporate identity)
*did  we  create an  unique position  for the company
-yes
*did  we  create  an  unique  position  for the product
-not  effectively, needs  a  second  visit.
*did  we  create unique visibility
-not  effectively
*did  we make it  easy to  identify
-not  effectively
*did  we  make it easy to  buy
-not  so  easy
*did  we make it  easy  to  sell
-not  so  easily.
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Personal Selling ,
*did  we inform the customers/ prospects
-yes
*did we  create awareness
-not  so  effectively
*did  we  present  the product
-yes
*did   we  influence the  customer
-not  so  effectively
*did   we   sell  benefits
-not  so  effectively
*did  we  help  the  customer to  make the  buying  decision
-not  so  effectively
*did   we  seek  commitment
-no
*did  we  help  to  close the  sale.
-no
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Sales Promotion
*did  we inform  the  customers
-yes
*did  we physically present
-yes
*did   we influence  the  customers
-not  effectively
*did   we  help  the  customers  to feel the  product
-yes
*did  we  help  the  customer to  make the  buying  decision
-not  effectively
*did   we  offer  consumer incentives
-no, we  did not  offer
*did  we  help  the  final  transactions
-no,  we  did not.
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Public Relations (and publicity) 
*did  we  publicise  the company
-we  did.
*did   we  publicise  the  product
-yes, we   did.
*did   we  publicise  the  company's  research/ development
-not  effectively
*did   we  publicise the  company  image
-not  effectively
*did  we create  the  company  brand
-not  effectively
*did  we  inform  public
-yes
*did  we  communicate  with the community.
-yes
*did  we establish  relations  with government
-yes , we  did.  
*did  we establish   community  relations
-yes, we  did.
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Advertising (above and below the line)
ABOVE  THE  LINE
*did  we  MASS  inform the customers/ prospects
-yes.
*did  we  create MASS awareness
-yes
*did  we  present  the product
-not  so  well.
*did  we influence the  customer
-not  effectively
*did  we  sell  benefits
-not  effectively
*did  we  help  the  customer to  make the  buying  decision
-not   effectively

BELOW  THE  LINE
*did  we  physically present
-yes, we  did.
*did  we  make it  visible at  the  point  of sale.
-yes.
*did  we  influence  the  customers
-not  effectively.
*did  we  help  the  customers  to feel the  product
-yes.
*did we  help  the  customer to  make the  buying  decision
-not  effectively
*did we  offer  consumer incentives
-no.
*did  we  help  the  final  transactions
-no.
*did  we  display  and promote
-yes
*did   we  merchandise the product
-not effectively.
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Sponsorship 
*did  we MASS  inform the customers/ prospects
-yes.
*did  we create MASS awareness
-yes
*did  we present  the product
-yes
*did  we  influence the  customer
-not  effictively
*did   we sell  benefits
-not   effectively
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Packaging 
*did  we   MASS  inform the customers/ prospects
-yes
*did  we  create MASS awareness
-yes.
*did  we  present  the product
-yes
*did  we  influence the  customer
-not  convincingly.
*did  we  make  it  visible  at  the  point  of  sale
-not  convincingly 
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Merchandising (and point-of-sale)  
*did  we  create visiblity  at the point of  sale.
-very  little.
*did  we influence  the  customers
-marginally
*did  we  help  the  customers  to feel the  product
-yes
*did  we  help  the  customer to  make the  buying  decision
-not  effectively
*did  we  offer  consumer incentives
-no
*did   we  help  the  final  transactions
-not  effectively
*did  we  display  and promote
-yes
*did   we merchandise the product
-not   effectively
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EMarketing (and Internet promotions) 
*did  we   inform 
-yes
*did  we  talk  to  individuals
-limited
*did  we  focus  on  niche  market
-not  effectively
*did  we  inform the  decision  makers  directly
-not  effectively
*did   we advertise cost efficiently
-not  so  efficiently
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THE  AREAS  WHICH   AFFECTED   THE  SALES  PERFORMANCE
-branding  needs  rethinking
--poor  product   positioning.
-not  effective   awareness   at  the  point of  sales.
-poor  selling  efforts.
-ineffective   merchandising.