The socially-responsible Fabindia is significantly investing in creating a unique 'Data Management Platform' & 'Customer Information & Insights Management System (CIIMS) that will result in a never-before 'Single Customer View'. Our belief is that a data-led, richer knowledge of customers & consumption patterns across diverse categories will be able to drive insight-led cross-functional decision making in 'business critical' areas - decisions that will directly impact Revenue & Margin upsides. Having successfully celebrated India's artisanal & craft traditions for over 60 years, Fabindia knows what got it here may not take it much further. By investing in its institutional capacity on Customer Centricity, it is confident about growing 3x over 5 years in one of the world's most exciting & fastest growing economies.
The socially-responsible Fabindia is significantly investing in creating a unique 'Data Management Platform' & 'Customer Information & Insights Management System (CIIMS) that will result in a never-before 'Single Customer View'. Our belief is that a data-led, richer knowledge of customers & consumption patterns across diverse categories will be able to drive insight-led cross-functional decision making in 'business critical' areas - decisions that will directly impact Revenue & Margin upsides. Having successfully celebrated India's artisanal & craft traditions for over 60 years, Fabindia knows what got it here may not take it much further. By investing in its institutional capacity on Customer Centricity, it is confident about growing 3x over 5 years in one of the world's most exciting & fastest growing economies.
In France, over the last five years, consumer purchasing trends have undergone immense changes and have therefore been thrown back into question. With regard to marketing practices, this has led to increased difficulty in understanding the consumerâs purchasing decision process. There also have been far reaching changes in the supply of consumer goods. Manufacturers are carrying out structural and organisational modifications in order to adapt their brand management to these challenges, but they will also need to set up information systems to evaluate the new operations. The authors present a new information system for brand management called Prometheus.
The paper describes, in general terms, the most recent developments of IMS Database Services and relates these to the analysis of competitors. The need for numeric and text information is discussed in addition to the suggested uses of advertising campaign material as indicators of company policy. Emphasis is placed on the importance of the provision of database products which are accessible to the end-user, and the design of these products for maximum utility in identified areas concerned with strategic evaluations of competitor activity.
This paper describes an unusual information system in so far as it handles marketing data for the multinational meetings industry. Multinational meetings, as marketing researched products, represent an area little explored on a public platform. The subject matter and the system built around it could well lend themselves as an example of a computer-based information management system, in a service industry.
The role of IMS in the pharmaceutical industry is as a data provider. As such I will discuss new technologies as they may impact the provision of data to the industry and to alert you to technologies that are likely to become important in the performance of your responsibilities for your companies. IMS is continually investigating and experimenting with technology which we look upon as a servant or as a tool to help accomplish the goals of our clients, balancing quality and costs.
The changes in computer technology have inevitably affected the ease with which the traditional marketing research data - IMS audits - can be manipulated in response to marketing enquiries. This in particular gave the marketing research departments' at The Wellcome Foundation Ltd., the opportunity to assess the many other data sources, mainly in textual forms, in terms of the valuable information they offer on the pharmaceutical industry and it's changing environment. To maximise the use of these other types of information, the decision was made to store the material in an abridged form on a computer, with the ability to access the data- base on-line using a free text retrieval system. In practice this offered the ability to search the stored text on any word, phrase or reference and to view the resulting abstracts on a VDU screen subsequent to printing the relevant sections. The planning of the information system involved consideration of the company's interests, the information available, the software packages offering free text retrieval and the resulting cash and manpower requirements. The effect of this development has been to better maximise the company's use of information and to develop the marketing researcher's skills into broader areas than those previously covered by reviewing numerical or market data alone.
Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to give medium and long-range sales forecasts. In addition to data processing the main role of this MMIS is to process and evaluate market information. The structure of this MMIS, which has become known in Europe under the name of MARKET, and some of its possible applications will be discussed in the paper "FORSYS/MAVIS and MAR- KET/E. I.S. - forecasting-oriented information systems for use on the operational and strategic levels of decision making" by J.M. Becher. Here, the structure of a multivariate market model is to be described, which Colgate-Palmolive uses to explain and forecast the market for nappies in an European country. This model was constructed with the above mentioned system and is being continuously up-dated.
The retailing sector because of its unique characteristics and its environment is in great need of information. This need is greater as the risk is greater. Small retailers are facing greater risks and, therefore, their need for information is also great. Retail Information Management Systems (RIMS) is an answer to information needs and risk management. RIMS has an internal and an external component. The internal component is composed of six separate information units. RIMS produces three different outputs, standard reports, answers to specific questions and special assessment and evaluation.
This paper shows how much data may be structured into a computer based data bank in a manner which will allow the company to analyse its sales on a seasonal, yearly and possibly 5-yearly basis, in a manner convenient for assisting marketing decisions. Because sane companies now have electronic data capture systems, and use of equipment of this nature is growing, we shall show how such data banks could be developed directly from the point of sale as an integrated system. As an example of the use of this approach, we go on to describe a model for location analysis of proposed new outlets in a retail multiple organisation.