With so many new ways to reach your potential customer, it is essential to protect the integrity of your brand message”
Fulcrum has succeeded over 10 years by continually innovating providing clients with marketing 
services they need modern trade marketing | Direct Marketing agent pune. Our core work today is very different to that of when we first opened our doors but what has not changed is our commitment to service, creative thinking and generating results.
Direct Marketing
Strategic planning and delivery of targeted direct marketing campaigns to generate a strong ROI
Data consultancy
Creative design and production
Print and digital
Advertising
Tactical ad solutions or full multi media campaign planning, concept and execution
Print and digital media
Production and delivery to chosen media
Creative Design
From initial concept development through to finished production and delivery
Press, print and digital media
From corporate identity to point of sale
Experiential Marketing
Take your brand to the right people
Real world and virtual (augmented reality)
Exhibitions and shows
Guerrilla activity
Sales Promotion
Plan and execute activity in all channels to achieve tactical marketing objectives
From concept through to delivery and performance analysis
All media
Campaign Delivery
Creative design
On-line and off-line direct marketing channels
In-house studio production
Print buying and distribution logistics
Marketing performance
Marketing performance analysis
Customer value delivered by marketing channels
Cross channel marketing budget allocation
Optimising allocation of multiple brand propositions to individuals
Customer understanding
Propensity modelling
Response and value predictive models for home shoppers
Product affinity segmentation
Impact of contact density on consumer response
Using on-line browsing to predict purchase propensity
About us
Fulcrum is a dynamic, creative agency that specialises in developing and delivering engaging sales promotion, retail merchandise and on-brand promotional products.
From local sourced products to any marketing projects, we partner with leading consumer brands to develop merchandise to support the execution of their global sales and marketing strategies.
we provide our clients with the project management platform required to generate and deliver creative & Inspiring branded merchandise solutions, however simple or complex they may seem.
Through our unique combination of design talent, manufacturing scope, buying power and global distribution expertise, we can provide multi-territory fulfilment of creative products tailored to our clients’ exact requirements.
modern trade marketing | Direct Marketing agent pune
The Market Research Process
The Market Research Process
Defining Objectives and Formulating Problems
Defining the problem and research objectives is the first step involved in the marketing research process.
LEARNING OBJECTIVES
Outline objectives and problems as part of the marketing research process
KEY TAKEAWAYS
Key Points
- The marketing research process involves six steps: 1: problem definition, 2: development of an approach to the problem, 3: research design formulation, 4: data collection, 5: data preparation and analysis, and 6: report preparation and presentation.
- The first step in any marketing research study is to define the problem, while taking into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making.
- This stage involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.
- There are three types of objectives that can be deployed in marketing research: exploratory research, descriptive research, and causal research.
Key Terms
- Marketing Research: The function that links the consumers, customers, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
- Objective: Not influenced by irrational emotions or prejudices.
- Systematic: Carried out using a planned, ordered procedure.
- ethnographic research: information regarding cultural phenomena
Marketing Research Is Systematic and Objective:
- Systematic planning is required at all the stages of the marketing research process. The procedures followed at each stage are methodologically sound, well documented, and, as much as possible, planned in advance. Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses.
- Marketing research aims to provide accurate information that reflects a true state of affairs and, thus, should be conducted impartially. While research is always influenced by the researcher’s research philosophy, it should be free from the personal or political biases of the researcher or the management.
Overview of the Marketing Research Process:
- Step 1: Problem Definition
- Step 2: Development of an Approach to the Problem
- Step 3: Research Design Formulation
- Step 4: Field Work or Data Collection
- Step 5: Data Preparation and Analysis
- Step 6: Report Preparation and Presentation
Step 1: Problem Definition
Define the problem and research objectives. The first step in any marketing research study is to define the problem, while taking into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. This stage involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. There are three types of objectives that can be deployed in marketing research:
What’s the Problem?: The first stage of the marketing research process involves defining the problem.
1. Exploratory research
- Used to better define a problem or scout opportunities.
- In-depth interviews and discussions groups are commonly used.
2. Descriptive research
- Used to assess a situation in the marketplace (i.e., potential for a specific product or consumer attitudes).
- Methods include personal interviews and surveys.
3. Causal research
- Used for testing cause and effect relationships.
- Typically through estimation.
Plan the Research Design
The research design is a framework or blueprint for conducting the marketing research project.
LEARNING OBJECTIVES
Describe the formulation of research design within the context of the marketing research process
KEY TAKEAWAYS
Key Points
- The marketing research process is comprised of six steps: 1: problem definition, 2: development of an approach to the problem, 3: research design formulation, 4: field work or data collection, 5: data preparation and analysis and, 6: report preparation and presentation.
- It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making.
- Decisions also are made regarding what data should be obtained from the respondents (e.g., by conducting a survey or an experiment), and a questionnaire and sampling plan also are designed in order to select the most appropriate respondents for the study.
- Research design involves secondary data analysis; qualitative research; quantitative data methods (survey, observation, and experimentation); information needed; measurement and scaling procedures; questionnaire design; sampling process and sample size; and a plan of data analysis.
Key Terms
- Marketing Research: The function that links the consumers, customers, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process.
- secondary data: information collected by someone other than the user of the data
- Qualitative research: A method of inquiry employed in many different academic disciplines, traditionally in the social sciences but also in market research and further contexts.
- Secondary Research: This process involves the summary, collation, and synthesis of existing research rather than primary research, where data is collected from subjects or experiments.
- survey research: information from a predetermined set of questions that is given to a sample and is used to assess thoughts, opinions, and feelings
The Marketing Research Process is comprised of the following steps:
- Step 1: Problem Definition
- Step 2: Development of an Approach to the Problem
- Step 3: Research Design Formulation
- Step 4: Field Work or Data Collection
- Step 5: Data Preparation and Analysis
- Step 6: Report Preparation and Presentation
Step 2: Development of an Approach to the Problem
Step two includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research, and pragmatic considerations.
Research Planning: Planning involves creating and maintaining a plan.
Step 3: Research Design Formulation
A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research questions, and provide the information needed for decision making. Decisions are also made regarding what data should be obtained from the respondents (e,g,, by conducting a survey or an experiment). A questionnaire and sampling plan also are designed in order to select the most appropriate respondents for the study. The following steps are involved in formulating a research design:
- Secondary data analysis (based on secondary research)
- Qualitative research
- Methods of collecting quantitative data (survey, observation, and experimentation)
- Definition of the information needed
- Measurement and scaling procedures
- Questionnaire design
- Sampling process and sample size
- Plan of data analysis
Conducting Secondary Research: Secondary data analysis is one of the steps involved in formulating a research design.
Developing the research plan for collecting information:
The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather data. This plan includes a written proposal that outlines the management problem, research objectives, information required, how the results will help management decisions, and the budget allocated for the research.
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