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GfK. Growth from Knowledge

GfK. Growth from Knowledge. The role of marketing research in developing business in Moldova Dr. Tomas Krasny; VEF Moldova, June 25, 2010. Market Economy and Free Society Needs More than Just Liquidation of Iron Curtain…. Citizen-Centric Society is the Foundation of Prosperity….

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GfK. Growth from Knowledge

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  1. GfK. Growth from Knowledge The role of marketing research in developing business in Moldova Dr. Tomas Krasny; VEF Moldova, June 25, 2010

  2. Market Economy and Free Society Needs More than Just Liquidation of Iron Curtain…

  3. Citizen-Centric Society is the Foundation of Prosperity….. Citizen = client of companies Citizen-Centric • The centre of advanced society must be (WO)MAN - citizen • If we accept this mantra we define automatically also the role of opinion and market research • There is no real market w/o empowered clients • Companies need to base their decisions on deep understanding their clients Understanding the Citizen Citizen = client of politicians • Tools of research help to understand the believes, wishes, dreams, needs of citizens • What they see, believe, buy…. • The same applies for public sphere….

  4. Mission of the Research Company (an GfK Example) We help our clients to create new futures. Companies need to make decisions, and knowledge is the basis for decision-making. We help our clients to ask the right questions and to find the right answers. We make the difference between success and failure.

  5. In Central & Eastern Europe Fulfills GfK This Mission Since 1989Our 1 500 Local Experts Support Both Domestic and Global Clients We Are More Than Happy to Do So Also in Moldova Austria 1950 Croatia 1999 Hungary 1989 Slovenia 2001 Poland 1990 Serbia 2002 Slovakia 1990 Bosnia 2004 EST RUS LV Czechia 1991 Kazakhstan 2005 LT BY Russia 1991 Baltic States 2006 PL KAZ UA CZ Bulgaria 1994 Macedonia 2007 SK A H Romania 1996 Albania 2008 SLO RO HR BiH SRB Ukraine 1998 Egypt 2008 BG MK AL TR EG

  6. The Role of Research is to Support the Whole Product Cycle: From Basic Market Understanding, via Product Development up to Advertising and Sales 6 GfK Roper Trends GfK Category Influentials GfK Ethnography GfK Shopper Insight GfK Consumer Journey GfK SegMentor GfK Navigator GfK EmoSensor GfK Loyalty Plus GfK KDA GfK Mystery Shopping GfK Genius GfK Concept Challenger GfK Product Challenger GfK Pack Challenger GfK Price Challenger GfK Test Markets GfK Volumetric TESI GfK Volumetric Price GfK Hilca Conjoint GfK Target Positioning GfK Ad*Vantage Multimedia GfK BVT GfK ATS GfK ConsumerScan

  7. Some of the Research Outputs Are Basic(Example: Share of Modern Trade Top 10 in CEE) Bosnia&Herzegovina Russia Poland Slovakia Czech Ukraine Hungary Romania Croatia Serbia Bulgaria Source: GfK Consumer Tracking ; Measure: value share (%); Period: 2009

  8. Some Outputs Have Even Predictive Power (Example: GfK-Indicator EURO-Climate, Business Cycle Expectations) Indicator points Indicator points Austria Poland Bulgaria Romania 01 02 03 04 05 06 07 09 08 10 Source: Consumer Survey for EU Commission, GfK Marktforschung (D)

  9. Predictions Based on Trend Research Are Sometimes Quite Powerfull (See Chart from GfK US of Oct 2007) Those with lower incomes are most likely to experience credit and job distress, but housing woes affect a broader base % of online adults 18+ whose household has experienced following in past six months, by income Source: GfK Roper Reports US 10/2007

  10. Still the Key Role of Research is to Understand What & Why is Happening (Example: Ukraine, Drivers of One Food Category Value 2009 vs 2008) Value Inflation rate +13.4% x +15.9% Volume Paid price Up\Down trading -1.1% +14.7% -1.1% Source: GfK Consumer Tracking

  11. What & Why is Happening (Example: Ukraine; Drivers of Volume 2009 vs 2008) Market volume accounting on the basis of quantities -1.1% +1.8% -2.8% -2.9% +4.8% Market volume in value terms Inflation x Price Up\Down trading x Volume per buyer Buyers share Frequency of purchases x Size of purchases Source: GfK Consumer Tracking

  12. Instead of Conclusion: Please Remember This Chart Citizen = client of companies Citizen-Centric • The centre of advanced society must be (WO)MAN - citizen • If we accept this mantra we define automatically also the role of opinion and market research • There is no real market w/o empowered clients • Companies need to base their decisions on deep understanding their clients Understanding the Citizen Citizen = client of politicians • Tools of research help to understand the believes, wishes, dreams, needs of citizens • What they see, believe, buy…. • The same applies for public sphere….

  13. GfK. Growth from Knowledge Dr. Tomas Krasny, GfK Austria/CEE tomas.krasny@gfk.com

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