Marketing Mix Of IMRB International and 7Ps (Updated 2024)

The Marketing mix of IMRB International analyses the 7Ps of IMRB International, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of IMRB International. IMRB International is a subsidiary of its parent company, Kantar Group, Hindustan Thompson Associates. It is a multi-country firm specializing in business consultancy, surveys, and market research. IMRB is part and parcel of WPP’s international market insights, research, and consultancy network. It was founded in 1970 to offer research services to its owner, Hindustan Thompson Associates. It faces lots of competition from the following rival companies-

• Hansa Research
• Majestic MRSS
• RNB Research
• Market Xcel

About IMRB International

• Type: Market research
• Industry: Market research
• Founded: 1970
• Founder: Hindustan Thompson Associates
• Headquarters: Mumbai, Maharashtra, India
• Area served: South Asia, the Middle East and North Africa
• Key people: N. Chandrasekaran (Chairman) and Vikas Gupta (CEO)
• Number of employees: 1,200

IMRB International Product Strategy

IMRB International has several units of operations in specialized areas: rural marketing, social and internet marketing, retail marketing research, research marketing, business-to-business marketing, media research marketing, industrial marketing, and consumer marketing. Abacus Field handles field operations of IMRB International’s business division through a strong distribution channel that includes 15 regional offices. It is responsible for quality control, administration, and recruitment of survey responses.

IMRB International, part of Kantar Group, specializes in various areas of market research and customer and business consultancy.

The new Product Mix of IMRB International in 2024 is as follows (Source).

1. Specialized units in rural marketing, social marketing, retail research marketing, business-to-business marketing, media research marketing, industrial marketing, and consumer marketing.
2. Customized research services like branding studies, usage studies, product testing, concept testing, public-opinion research, label and packaging research, need assessment studies, and market segmentation studies.
3. Syndicated research reports and products such as MarketPulse, RAM, and WAM (audience measurement systems), ICube and ITops (syndicated research reports), and TGI India (media information and marketing data).

IMRB International Pricing Strategy

IMRB International’s pricing services, sales, and marketing strategy can be summarized in the following points:

1. Premium Pricing: IMRB adopts a premium pricing strategy, reflecting its high-quality services and expertise in the market research industry.
2. Value-Added Pricing: The company emphasizes offering value-added services, justifying its higher pricing than some competitors.
3. Customized Solutions: IMRB’s pricing also reflects the customization and specificity of solutions offered to its clients.
4. Competitive Strategy: Despite its premium pricing, IMRB ensures its services remain competitive in the market research.
5. Client-Centric Approach: The pricing model focuses on delivering solutions that help clients achieve their goals efficiently.

IMRB International Place Strategy

IMRB International’s place strategy involves a global network and strategic office locations to promote and facilitate its international market research and consultancy operations. Here’s a concise summary:

1. Global Network: IMRB International operates in around fifteen countries, offering global reach for its research and consultancy services.
2. Multiple City Presence: It is in over thirty-two cities, ensuring local market insights and regional expertise.
3. Headquarters in Mumbai: The company’s central operations are managed from its headquarters in Mumbai, India.
4. Diverse Geographical Coverage: IMRB operates across regions including North America, the Middle East, South Asia, and beyond, providing insights into various market conditions.
5. Robust Distribution Channels: Utilizes a combination of associates, joint ventures, and personal offices in strategic locations for effective distribution and field operations.

IMRB International Promotion Strategy

IMRB International is a commendable company defined as the Best Market Research Company. Over the years, the company has focused on various fields and acquired numerous deals with multinational clients. It has played an essential role in the rise and development of several major brands in India, like Dabur, Godrej, Bingo Chips, and Marico. Currently, it provides support to nearly forty top-selling brands.

As part of its marketing strategy in 2002, it underwent a rebranding process by using resources, adopting a new logo and website, and changing its company name from the Indian Market Research Bureau to its present name, IMRB International. It has also been a training ground for industry leaders like Meena Kaushik, Ranjit Chib, and Dorab Sopariwala.

Some Recent Video ads and Print ads for IMRB International are:

IMRB International People Strategy

When discussing the “People” aspect of the Service Marketing Mix for IMRB International, it’s essential to focus on the employees, customer service, and the overall experience that the personnel bring to the clients and their projects. IMRB International, known for its market research and consumer insights, significantly emphasizes its people as an essential resource and their essential role as a critical component of its service delivery. Here are some points to consider:

1. Highly Skilled Professionals: IMRB International employs a diverse team of highly skilled professionals, including market researchers, analysts, statisticians, and sector-specific experts, ensuring a wide range of expertise for comprehensive market insights.
2. Training and Development: The organization likely invests in continuous training and development programs to keep its staff updated with the latest market research techniques, technologies, and industry trends, which in turn helps in delivering high-quality services to clients.
3. Customer-Centric Approach: Employees at IMRB International are trained to have a customer-centric approach, emphasizing understanding client needs and delivering tailored solutions that match their specific requirements.
4. Teamwork and Collaboration: The emphasis on teamwork and collaboration among employees enables the company to undertake complex research projects and deliver insights from multiple perspectives, enhancing the value offered to clients.
5. Ethical Standards and Professionalism: IMRB International’s staff adheres to high ethical standards and professionalism, ensuring confidentiality and integrity in handling client data and conducting research.
6. Global and Local Expertise: Given its presence in various regions, IMRB International boasts a mix of global and local expertise within its workforce, allowing it to offer globally relevant yet locally applicable insights.
7. Customer Service and Support: The company likely has dedicated customer service and support teams that ensure clients receive timely assistance, clear communication, and practical solutions throughout their engagement.
8. Cultural Sensitivity and Diversity: With operations in diverse markets, the employees of IMRB International are likely to be culturally sensitive and adept at managing projects that span different geographies, benefiting from the diverse backgrounds and perspectives within the team.

IMRB International Process Strategy

The “Process” element of the Service Marketing Mix for IMRB International involves the procedures, mechanisms, and flow of activities consumed by services. This aspect is critical in ensuring service delivery is efficient, high-quality, and meets clients’ expectations. For example, at IMRB International, a leading market research firm, the process element focuses on how research services are designed, conducted, and delivered to clients. Here are some key points to consider:

1. Research Design and Planning: The initial stage involves understanding the client’s needs, defining the research objectives, and designing the research methodology. This step ensures that the research is tailored to deliver actionable insights that align with the client’s strategic goals.
2. Sampling and Data Collection: IMRB International would have a rigorous process for sampling and data collection, employing various methodologies such as surveys, interviews, focus groups, and observational studies. The choice of method depends on the research objectives, the target audience, and the nature of the information required.
3. Data Analysis and Interpretation: Once data is collected, it undergoes thorough analysis using statistical and analytical tools. The process is designed to extract meaningful insights, identify trends, and understand the implications of the data collected.
4. Reporting and Presentation: The findings from the research are compiled into reports and presentations tailored to the client’s requirements. This step involves not just the presentation of data but also the interpretation of results, recommendations, and actionable insights.
5. Quality Assurance: Throughout the research process, there are quality assurance checks to ensure the reliability and validity of the data collected and the insights provided. This includes peer reviews, research methodology validation, and industry standards compliance.
6. Client Feedback and Iteration: IMRB International likely incorporates a process for gathering client feedback after delivering the research findings. This feedback is used to refine and improve future research processes, ensuring continuous improvement and client satisfaction.
7. Compliance and Ethical Considerations: The entire process is underpinned by strict adherence to ethical guidelines and compliance with legal and regulatory requirements, protecting the confidentiality of client information and the privacy of research participants.
8. Technology Integration: IMRB International would integrate advanced technologies and software in its processes for data collection, analysis, and visualization, ensuring efficiency, accuracy, and the ability to handle complex data sets.
9. Project Management and Coordination: Effective project management practices are crucial, involving detailed planning, coordination among team members, and adherence to timelines and budgets.

IMRB International Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the environment in which the service is delivered, along with any tangible elements that facilitate the service or help customers evaluate the service beforehand. For IMRB International, a leading market research company, physical evidence plays a crucial role in shaping perceptions of quality and professionalism, even though its core offering is to sell a service. Here are some points that could highlight the physical evidence aspect of IMRB International:

1. Corporate Office and Infrastructure: The appearance, location, and layout of IMRB International’s corporate offices provide a tangible reflection of the company’s professionalism, brand image, and operational capacity. Well-maintained and strategically located offices can instill confidence in clients and partners.
2. Website and Online Platforms: The company’s website and online platforms serve as vital physical evidence. They are often the first point of interaction with potential clients, providing insights into IMRB International’s services, expertise, and industry standing. A professional, informative, and user-friendly website enhances credibility and client engagement.
3. Marketing and Promotional Materials: Brochures, case studies, reports, and presentations that IMRB International provides to clients or during industry events act as physical evidence. They communicate the value proposition and demonstrate the company’s commitment to quality and detail.
4. Research Reports and Deliverables: The quality, format, and presentation of research reports and other deliverables are crucial. High-quality, well-designed reports that communicate findings and insights can significantly impact client satisfaction and perception of expertise.
5. Client Testimonials and Case Studies: Published testimonials and case studies from satisfied clients prove IMRB International’s ability to deliver valuable insights and solutions. They serve as evidence of past performance and expertise.
6. Office Environment and Employee Presentation: The professional appearance of employees and the office environment during client visits or video calls can also serve as physical evidence. This includes how employees dress, meeting rooms are set up, and the overall ambiance of the work environment.
7. Technology and Equipment: The technology and equipment used by IMRB International for data collection, analysis, and presentation (like survey tools, analytics software, and presentation equipment) provide physical evidence of the company’s capability to deliver high-quality services.
8. Awards and Certifications: Displaying industry awards, certifications, and memberships in professional associations can act as physical evidence of IMRB International’s commitment to excellence, ethical standards, and continuous improvement.
9. Branding Elements: Consistent use of branding elements (like logos, colors, and fonts) across all physical and digital materials reinforces the company’s identity and professional image.

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