Marketing Management

Members Are:-

1. Swati KaushalMBA/15001/132. Shreya Srivastava MBA/15003/133. Ravindra Kumar MBA/15004/13

Birla Institute of Technology

MESRA

Patna Campus

Group No.:- 1

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

Demand Assessment

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

Assessing Future Demand:

Survey of Buyers’ Intentions

Composite of Sales Force Opinions

Expert Opinion

Past Sales Analysis

Market – Test Method

Demand Assessment

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

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.

Demand Assessment

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

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 company’s products

Demand Assessment

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

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

Demand Assessment

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

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

Demand Assessment

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

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

Demand Assessment

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

Demand Assessment of

Demand Assessment

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

Previous Year Sales Record:-Demand Assessment

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

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 Suzuki’s show room i.e.

KARLO AUTOMOBILE in the

Boring Road, Patna .

Demand Assessment

We got these data:-

2008

2009

2010

2011

2012

(Exp

ecte

d)20

130

200,000400,000600,000800,000

1,000,0001,200,0001,400,000

764,842 792,167

1,018,365

1,271,0051,133,695

1,233,564

At Country Level

Demand Assessment

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

We got these data (Monthly Sales):-

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Expected Dec-2013

Expected Jan-2014

Expected Feb-2014

Expected Mar-2014

97,548

94,235

102,345

101,450

103,000

103,108

105,087

107,099

104,562

103,215

105,346

106,569

At Country Level

Demand Assessment

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

We got these data (Monthly Sales):-

Apr-13

May-13

Jun-13

Jul-13

Aug-13

Sep-13

Oct-13

Nov-13

Expected Dec-2013

Expected Jan-2014

Expected Feb-2014

Expected Mar-2014

956

899

1203

954

1024

1145

1232

1300

1250

1266

1288

1226

145

149

224

189

289

302

326

426

399

385

398

378

2

2

3

5

Karlo Showroom Sales Volume Sales Volume in Patna

Demand Assessment

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

That’s All

Thank You

Submitted To:-Dr. S. L. Gupta Sir

DirectorBirla Institute Of Technology, Mesra

Patna

Demand Assessment