Marketing Management

Group No.:- 1

Members Are:1. Swati Kaushal 2. Shreya Srivastava 3. Ravindra Kumar MBA/15001/13 MBA/15003/13 MBA/15004/13

Demand Assessment

Topic: Assessing

demand of a product or service:-

At National Level At Regional Level

At Company level

Demand Assessment

Market Demand: it can be (6 x 5 x 3)

*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Assessing Current Demand:

Total Market Potential:

It is the maximum sales available to all firm in an industry during a given period. Total Market Potential = Potential No. of Buyers x Average Qty. Purchase by a buyer x The Price

*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Assessing Future Demand:

Survey of Buyers Intentions Composite of Sales Force Opinions

Expert Opinion
Past Sales Analysis Market Test Method

*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Survey of Buyers Intentions

Forecasting is the art of anticipating what buyer are likely to do under a given set of conditions.

Because buyer behaviour is so important is so important, buyers should be surveyed.

*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Composite of Sales Force Opinions

Its is used when buyer interviewing is impractical The company may ask its sales representative to

estimate their future sales

Each sales representative estimates how much current and prospective customer will buy of each of the

companys products

*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Expert Opinion:

Companies can also obtain forecast from experts, including dealers, distributors, suppliers, marketing consultants, and trade association

Car companies periodically survey dealers for

forecasts of short term demand

*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Past Sales Analysis:

Sales forecast can be developed on the basis of past sales

Time series analysis consist of breaking down past time series into 4 component : Trend

Cycle
Seasonal Erratic
*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Market Test Method:

When buyers do not plan their purchase carefully or experts are not available or reliable, a direct market test is desirable

A direct market test is especially desirable on forecasting new product sales or established product

sales in a new distribution channel or territory

*Source Marketing Management, Philip Kotler, 14e, Pearson Publication

Demand Assessment

Demand Assessment of

*Source Logo- http://www.marutisuzuki.com/

Demand Assessment

Previous Year Sales Record:-

*Source http://www.marutisuzuki.com/, Annual Report 2012, Maruti Suzuki Ltd.

Demand Assessment

Assessing future Demand:

Now we forecast the sales of Maruti Suzuki Ltd. By Expert Opinion forecasting Method.

As the method says that dealers, distributors, suppliers, marketing consultants, and trade association are surveyed.

We all three members visited

the Maruti Suzukis show room i.e. KARLO AUTOMOBILE in the Boring Road, Patna .

Demand Assessment

We got these data:1,400,000 1,200,000 1,000,000 764,842 800,000 600,000 400,000 200,000 0
1,271,005 1,018,365 792,167 1,133,695 1,233,564

At Country Level
*Source http://www.marutisuzuki.com/, Annual Report 2012, And Personal Interview

Demand Assessment

We got these data (Monthly Sales):At Country Level Expected Mar-2014 Expected Feb-2014 Expected Jan-2014 Expected Dec-2013 Nov-13 Oct-13 Sep-13 Aug-13 Jul-13 Jun-13 106,569 105,346 103,215 104,562 107,099 105,087 103,108 103,000 101,450

May-13
Apr-13

102,345
94,235 97,548

*Source News Paper, Times of India, Dated: 6th November 2013

Demand Assessment

We got these data (Monthly Sales):Karlo Showroom Sales Volume Expected Mar-2014 Expected Feb-2014 Expected Jan-2014 Expected Dec-2013 Nov-13 Oct-13 Sep-13 Aug-13 Jul-13 Jun-13 May-13 Apr-13 5 3 2 2 189 224 149 145 326 302 289 1,024 Sales Volume in Patna 1,226 1,288 1,266 1,250

378
398

385
399 426

1,300
1,232

1,145 954
1,203

899
956

*Source Sales volume statement, Vaus Automobile, Patna, Times of India Dt: 6th Nov 2013,Personal Interview

Demand Assessment

Thats All

Thank You
Submitted To:Dr. S. L. Gupta Sir Director Birla Institute Of Technology, Mesra Patna