Ashish Kumar Pandey

Ajay Kumar Jaiswal

Kuldeep Singh Shakya
MARKETING INTELLIGENCE Madhumohan Tej
Madhusudhan
Ravi Prakash
Santosh Solanke
Sindhu
 DEFINITION

“Marketing intelligence (MI) is the

everyday information relevant to a
company’s markets, gathered and
analyzed specifically for the purpose of
accurate and confident decision-making
in determining market opportunity,
market strategy, and market
development”

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DIGGING IN TO BIG DATA
 In order to collect marketing intelligence, marketing
managers must be in constant touch with relevant books,
newspapers and trade publications; talking to customers,
suppliers, distributors and other company managers; and
monitoring social media.

 Information overload is dangerous. More data is not better

unless they can be processed , analyzed and interpreted

 There can be loss of revenue growth because they could not gather appropriate insights from those
data

 Big data describes data sets that cannot be effectively managed with traditional data base and
business intelligence tools . For example : Artificial Intelligence

 Amazon reports generating 30 percent of its sales through its recommendation engine
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THE GOAL OF MARKETING INTELLIGENCE
 The goal of market intelligence consists of answering actual questions about your
customers and competitors and thus help the company perform successful data-
driven decision making.
 The answers to questions like can help you manage your customers, develop pricing
strategies, create marketing plans, boost up selling opportunities, predict
competitors’ moves, identify gaps and etc.

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OBJECTIVES
 To provide market and customer orientation
 Identification of new opportunities
 To identify new trends in markets and competitors Early warning of competitor
moves to enable counter measures
 Minimizing investment risks, to detect threats and early market trend
 To provide better customer interaction and to give intensified customer market view
 Information for better market selection & positioning and to understand and
discover untapped or under-served potential
 To give quicker, more efficient and cost-effective information in order to avoid
duplication of report acquisitions and expensive consultant work

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STEPS TO INCULCATE MARKET INTELLIGENCE
(1) Train and Motivate Sales Force to spot and report new developments:
A company's sales force can be an excellent source of information about the current
trends in the market. They are the "intelligence gatherers" for the company.
It can also provide credible source to know about competitor activities, consumers,
distributors and retailers.
(2) Motivate Distributors, retailers, and other intermediaries to pass along
important intelligence:
Specialists are hired by companies to gather marketing intelligence.
In order to measure the quality of production, the way the employees are behaving
with customers, quality of facilities being provided.
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 STEPS TO INCULCATE MARKET INTELLIGENCE
(3) Network Externally:
Every firm must keep a tab on its competitors.
Competitive intelligence describes the broader discipline of researching, analyzing and
formulating data and information from the entire competitive environment of any
organization.
(4) Set up a customer advisory panel:
Companies can set up panels consisting of customers.
They can be the company's largest customers or representatives of customers or the
most outspoken customers.

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STEPS TO INCULCATE MARKET INTELLIGENCE
(5) Optimal usage of Government data resources:
Governments of almost all countries publish reports regarding the population
trends, demographic characteristics, agricultural production and a lot of other such
data.
All this data must be or can be referred to as base data. • It can help in planning
and formulating policies for the companies.

(6) Hire external experts to collect intelligence:

Many companies hire specialists gather marketing intelligence.

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STEPS TO INCULCATE MARKET INTELLIGENCE
(7) Information bought from external suppliers:
Certain agencies sell data that can be useful to other companies.
For example, television channels will require information on the number of viewership,
ratings of TV programs, etc.
An agency which calculates this information and generates this data will provide it to
companies that need it.
(8) Collect Competitive Intelligence through online customer feedback: Customer's view
about a product is most essential for any company.
Ultimately it's the customer who's buying the product. Hence customer feedback must be
taken.
Online platforms like chat rooms, blogs, discussion forums, customer review boards can be
used to generate customer feedback.
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COLLECTING MARKETING INTELLIGENCE ON INTERNET
Independent Customer goods and service review forums

Distributor or sales agent feedback sites

Combo-sites offering customer reviews

Customer compliant sites

Public blogs

Customer service forums linked to company home page

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MARKETING INTELLIGENCE IN AVIATION
Flight – Schedule Management for Reducing Cancellations

Implementing Robotics for Safety and Quality

3D Printing for Better Repair and Maintenance

Designing Aircraft for Environmental Responsibility

Prescriptive Maintenance for Accurate Decision Making

Chatbots for Improved Customer Service

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CONCLUSION
 If your company can’t adapt to the ever-changing market dynamics, there are real risks
of getting out of the market.
 One of the key reasons the leading businesses (such as Amazon) are so successful is their
collection, analysis, insights, and right use of data for the decision making.
 The market intelligence can provide you with a broad view of customer needs and
behaviors, competitor’s threats, potential markets, technology solutions, suppliers, prices,
and many other critical market aspects.
 Big data and marketing intelligence play a variety of roles in the modern business world,
for all levels of management and for all types of organizations.
 When used effectively, the different types of market intelligence reveal crucial
information, such as the hidden patterns, latent correlations, and trends. This undoubtedly
leads to increased business productivity and revenue.
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 Thank you

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