F oundati on
Defining Marketing Research Information Flow
Consumers
American Marketing Association
Marketing Research
"The function that links the consumer, the customer, and Information linkage
public to the market through INFORMATION."
Market
Marketing research is the systematic process of designing, gathering, analyzing, and
reporting information that may be used to solve a specific marketing problem.
Core Function
Strategic Value
Problem Solving Opportunity Identification
Taxonomy
Research Classification Framework
01 Problem Identification Research 02 Problem-Solving Research
Market Potential Research Segmentation Research
Market Characteristics Research Product Research
Forecasting Research Pricing Research
Business Trends Research Promotion Research
Distribution Research
Strategic Focus: Strategic Focus:
Integrated Framework: Problem identification research informs where to focus problem-solving research for maximum strategic impact.
M ethodology
The Six-Stage Research Process
Defining the Problem Developing an Approach
01 02
Formulating Research Design Field Work / Data Collection
03 04
Preparing & Analyzing Data Report Preparation & Presentation
05 06
Sequential Process: Each stage builds upon the previous—skipping steps compromises research validity.
Company Context
Flipkart Company Profile Strategic Initiative: DigiFlip
Private Label Launch
Flipkart
Product Categories
Strategic Position: E-commerce company enabling easier
shopping for the Bangladeshi market through a comprehensive
Camera Bags Pen-Drives
digital marketplace.
Headphones Computer Accessories
Operating Structure
Market: Operates exclusively in Bangladesh
HQ: Dhaka, Bangladesh
Registration: Singapore-based holding company
MM
Segmentati on Strategy
Market Segmentation Methodology
Behavioral Demographic Benefit
Purchase Patterns Age & Life Stage Value Seekers
Usage Behavior Income Level Quality Focused
Decision-Making Geographic Location Convenience Driven
Brand Loyalty Education & Occupation Status Conscious
Integrated Segmentation: Combining all three dimensions creates actionable customer personas for precise targeting and personalization.
Competi tive Intelligence
Competitive Landscape Analysis
Tradus Agoraplaza HomeShop1 8
eBay-style marketplace Pioneering platform Network 1 8 venture
C2C Platform Model B2C Pioneer Model Multi-Channel Model
Strategic Implications for Flipkart
Differentiation Required: Unique value proposition vs. established players Private Label Edge: DigiFlip offers margin advantage
Market Maturity: Need for innovation and superior execution Customer Acquisition: Competitive pricing and service quality
Executi on Framework
Go-to-Market Strategy
Advertising Strategy Digital Marketing
Traditional Media Search Engine Marketing
Celebrity Endorsements Social Media Marketing
PR & Media Relations Email & Content Marketing
Strategic Integration: Unified messaging across all channels for maximum impact.
60% Digital / 40% Traditional
Synt h esis
Strategic Insights & Implications
Key Research Insights Strategic Imperatives
Market Opportunity
1 Differentiate or Compete on Price
Competitive Gap 2 Invest in Customer Experience
3 Execute with Excellence
Private Label Advantage
Risk Mitigation Customer Understanding Future Forecasting
Research reduces product failure risk and informs Deep insights enable personalized experiences and Anticipate needs and trends to stay ahead of the
strategy. loyalty. curve.
From Insights to Action
Marketing research is the compass that guides strategic decision making. It transforms
uncertainty into clarity, risk into calculated opportunity.
"The opportunity is substantial. The question is no longer whether to
act, but how quickly we can execute with precision."
Data Insights Action