Marketing Intelligence kya hai?


Agar aap marketing ke concepts ko janana chahte hai ya koi business aage jakar shuru karna chahte hai to aapko Marketing Intelligence ko samajhna bahut hi zaruri hai. Marketing intelligence ye term shayad aapne suna hoga, lekin kya aap jaante hai ki actual mein marketing intelligence hota kya hai? Aaj isi ke baare mein hum jaanenge bahut hi simple tarike se.

Marketing intelligence wo har din ki information hai jo company ke market se relevant hai yaani uske market se milta julta hai. To bahut simple hai jo company ke market se relvant information hai. To is collect ki gayi information ko yaha par intelligence kaha ja raha hai.

Actually doston in terms ke wajah se na kaafi logon ko samajhne mein dikkat hoti hai. Meaning to simple hi hota hai. Ok, to ab company ko marketing intelligence to chahiye, to wo ise iqhatta karne ke liye kai steps legi aur kuch systems implement karegi. Jaise ho sakta hai ki wo apne managers se kahe ki tum newspapers ke zariye market ki information lao ya to softwares ka istamaal kar sakte hai jo ki aaj kal to kaafi companies karti hai. To jab ye system implement karti hai company to ise hum Marketing intelligence system kehte hai. Kyunki wo marketing intelligence system apni company mein follow kar rahe hai.

Is mein kuch procedures hote hai aur kuch aise sources hote hai jiska istamaal kiya jaata hai marketing environment ke har din ki information aur gatividhiyon ke baare mein jaanne ke liye. Marketing managers marketing intelligence kaafi tarah se iqhatta kar sakte hai jaise-

  • books, newspapers, aur trade publications padhkar
  • Customers, suppliers aur distributors se baat karke
  • Social media ko monitor karke, waha par online discussions karke
  • emailing list aur blogs ke zariye
  • Dusre company ke managers se milkar

To samajh mein aa raha hai na ki marketing intelligence kya hai?

Company bahut se steps le sakti hai apni marketing intelligence ki quality ko improve karne ke liye. Aaiye aapko batata hun unme se kuch steps:
1. Sales force ko train aur motivate karna naye developments ko spot karke report karne ke liye:

Kaafi companies apne sales personnel yaani unke sales professionals se inputs leti hai improvements ke liye. Jaise company ke current products offerings mein kya imporvement ho sakta hai aur saath hi naye product ke liye kya opportunities hai. To sales force ye information obtain karti hai normally apne competitiors ki activities ko observe karke, apne consumers ke comments aur suggestions lekar, aur distributors aur retailers ke saath interact karke.

2. Distributors, retailers aur jo dusre intermediaries hai unko motivate karna taaki wo important marketing intelligence company ko pass kare:

Kaafi companies specialists ko hire karti hai marketing intelligence gather karne ke liye. Service providers aur retailers kaafi baar mystery shoppers ko bhejte hai, ye check karne ke liye ki kya waha cleanliness hai, product ki quality kaise hai, kaise unke employees customers ko treat kar rahe hai. Kya aapko pata hai kaafi luxury hotels jo hai India mein unke mystery guests bhi hote hai jo inspection karte hai kaafi cheezon ka jaise room service kitni jaldi di jaa rahi hai customers ko, mattresses ke neeche gandagi hai ya nahi, agar koi crises hua to kaise management deal karegi usse. Ye jo professionals company hire karti hai is kaam ke liye ye ho sakte hai kisi market research agency ki taraf se. To ye yah important jaankari gather karke company tak pahuchaate hai yaani ye marketing intelligence company tak pahuchate hai.

3. Externally network karke:

Har company ko apne competitors par nazar rakhni padti hai. To iske liye wo kaafi cheezein kar sakti hai jaise-
Company apne competitors ke products bhi khareed sakti hai, unke trade shows ya open houses attend kar sakti hai, competitors ke publish ki gayi reports ko padh sakti hai, unke jo stockholders ke meetings hote hai unko bhi attend kar sakti hai. Itna hi nahi apne competitors ke employees, dealers, distributors, suppliers se baat kar sakti hai, apne competitors ke ads collect kar sakti hai. Ise competitive intelligence bhi kehte hai. Ek example batata hu aapko-
Oil and gas entrepreneur T.Boone Pickens ne kuch aisa kiya tha. Unhone kuch aadmi apne competitor ke drilling ke ilaake pe tainaat kiye the. To wo dirlling floor ko aadhe mile ki doori se dekhte the field glasses ke zariye. Wo har drill pipe ko count karte the jiski lambai thi 30 feet. Aur har drill ko jodkar unko pata lagta tha ki kitni gehrai mein yaani kitne dept mein khoda jaa raha hai. Jitna gehra drill hoga utna hi mehenge hoga oil aur gas ko laana. To isse wo apne competition ke baare mein ye zaruri jankari paa lete the. Aur apni strategies banate the.

Lekin doston ye competitive intelligence legal aur ethical hona chahiye. Procter & Gamble company ko unilever ko kaafi million dollars pay karna pada tha jab unhone kuch operatives ko hire kiya tha Unilever ke hair care products ke baare mein jaane ke liye. But ye pata laga ki kuch behaviour unke unethical the to isliye ye keemat chukaani padi. To is tarike ko kaafi sambhal kar aur ethical tarike se istmaal karna chahiye

4. Cusomter advisory panel set up karke:

Company ek advisory panel bhi setup kar sakti hai. Isme jo members ho sakte hai wo company ke bade customers aur aise customers jo kaafi outspoken hai wo ho sakte hai. Ise samajhne ke liye kuch examples dekh lete hai. Indian railways ka kaafi close association hai apne users ke saath aur Unki ek user’s consultative committe bhi hai jo national level, zonal level aur division level par Indian railways ko consultation provide karti hai. Aur ek example ki baat kare to kaafi business schools mein advisory panels banaye gaye hote hai jisme unke alumni hote hai yaani puraane students. To ye unko normally curriculum par advise dete hai ya jo abhi career trend hai uspar advise deta hai.

5. Government data resources ka advantage le sakte hai companies:

Companies government aur unse related agencies ke data ka use kar sakti hai. Government bhi kaafi tarah ke data publish karti hai. Jaise population trends ke baare mein, demographic characteristics, agricultural production jaise data. Population census hota hai government ka wo kaafi mahatvapoorna data hota hai. Bharat mein population census government conduct karti hhai waise dusre desho mein ye aur organizations nikaal sakti hai. Jaise Pakistan mein Bureau of Statistics ne last time kiya tha census. Sri Lanka mein department of Census and Statistics collect karti hai population ka data.

Waise hi National Sample Survey Organization bhi kaafi topics ke baare mine data publish karti hai. To companies in data ka bhi use karti hai apne marketing intelligence ko improve karne ke liye

6. Outside suppliers se information purchase kar sakte hai:

Doston companies dusre agencies se data purchase kar sakti hai. Ji haan data bikta hai. Kaafi aise companies hai jo data ka karobaar karti hai. Unke paas research kiya hua data hota hai. Kuch aise companies hai AC Nielsen-ORG MARG, TAM Media Research. Kaafi market research agencies subscription basis par retail audit data, television programs ke ratings, consumer panel data wagehra bechti hai.

7. Online customer feedback systems ka istamaal kar sakte hai:

Internet ke aa jaane se to ab companies ko bina bahar nikle bhi kaafi data mil sakte hai.
Online customer reviews,
discussion forums,
chat rooms,
blogs etc.
Ye kuch aise jagah hai internet par jahan par customer ke product evaluation, supplier ki information aur apne competition ki information companies le sakti hai.

To doston humne dekha is video mein ki marketing intelligence actual mein hai kya aur kaise companies apni marketing intelligence ko improve kar sakti hai. Video agar aapko acchi lagi to like zarur kijiye. Aise aur useful videos ke liye agar aapne subscribe nahi kiya hai to kar lijiye. Milenge next video mein jald hi. Dhanyawaad.

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