MR: 4Ps - Strategic Market Research For Effective Marketing

Marketing Research to an organisation is what sensory organs are to a human body. It helps an organisation sense market trends ahead of their competition and thereby leverage on growth opportunities. It has aided consultants, domain experts and decision makers in formulating the marketing strategy for future.

The Management Development Programme titled: ‘MR: 4 Ps - Strategic Market Research For Effective Marketing’, a four-day intensive residential programme at MICA, approaches Marketing Research more from the solution provider’s perspective than from the researcher’s perspective.
The programme, therefore, will begin with how to correctly identify various business or marketing problems and will take the participants through various tools and techniques of Marketing Research, to help them solve these problems in an effective manner.

Philip Kotler’s 4Ps approach to marketing is a well accepted norm in the industry. The programme on ‘MR: 4Ps - Strategic Market Research For Effective Marketing’ will use the same framework to lay down the utility of MR for Product, Placement, Promotions and Price. This unique approach will enable the participants understand various MR solutions and data analysis techniques, which are effectively used to solve problems pertaining to each P of marketing.
While New Product Development (and Brand Perception) is an area related to Product, Advertising Effectiveness is related to Promotions. There are well established models and analytical techniques to solve each of these challenges.

The programme on ‘MR: 4Ps - Strategic Market Research For Effective Marketing’ will cover all areas of strategic marketing, where MR can be used to deliver solutions and tackle business challenges.

The unique feature of this MDP will be to provide focus on developing insightful marketing solutions from a decision-making perspective, instead of research-related theoretical concepts.


After completion of this MDP on ‘MR: 4Ps - Strategic Market Research For Effective Marketing’, the participant will be able to:

  • Look at a business problem from a holistic perspective and work towards an end-to-end solution

  • Solve most of the impediments related to Product, Placement, Promotions and Price in order to facilitate robust strategy formulation

  • Appreciate the role of data analytics in today’s decision-making

  • Learn the application of Advanced Qualitative Techniques such as Projective Tests and Metaphor Elicitation Research and apply it to mine consumer insights

  • Understand the application of Quantitative Techniques such as Cluster Analysis, Conjoint Analysis, Regression, Perceptual Mapping and Factor Analysis


The MDP on ‘MR: 4Ps - Strategic Market Research For Effective Marketing’ is relevant for middle to senior level managers working in marketing, sales, planning and research areas in a variety of sectors including manufacturing and services - both in private and public sectors.
You should attend if you are:

  • A senior or middle level manager in marketing, sales or business development in any organisation encountering any of the following issues and challenges at work:

    • Increasing market share and/or profitability

    • Optimising product portfolio by focusing on customer-oriented offerings

    • Designing communication that targets well-differentiated segments

    • Measuring effectiveness of marketing communications to finalise marketing and promotion budgets

  • A Marketing Research Professional who has to provide clients solutions and recommendations to solve their marketing problems

  • A Marketing or Project Consultant who has to provide an end-to-end strategic solution for a

  • marketing related problem


The MDP will take the participants through the following six marketing related challenges and their respective solutions:

  • New Product Development

  • Brand Perception and Positioning Research

  • Advertising Tracking

  • Price Sensitivity Analysis

  • Supply Chain Management Research

  • Understanding Consumer


The sessions planned in the MDP on ‘MR: 4Ps - Strategic Market Research For Effective Marketing’ will follow the participant-centric workshop methodology with various activities including group work, role plays, games and experiential exercises.


“This programme is focussed on teaching tools and techniques of marketing research for important decisions of marketing mix, so that the participant takes right decisions based on facts and insights gained through research rather than taking decisions on individual evaluation”.
Vaibhav Dholakia, Manager- Client Servicing, Cognito Advertising

“ This is a very useful programme for individuals currently in research, brand managers. This will help in re visiting theories to make fundamentals clear.”
Tushal Bothra, Product Manager, Goodricke Group Ltd.

“Overall experience at MICA and MDP was amazing. Took us back to basics and that too in detail. Appreciate the thought behind it.”
Mamta Nagar, Ad Insights Manager, Worldwide Media Pvt. Ltd.


Dr. Rajneesh Krishna
Dr. Rajneesh Krishna is a Ph.D. from IIT Bombay. He has over 18 years of experience in the Marketing Research Industry and academia. He has conducted research for a variety of brands such as Asian Paints, P&G, Mahindra and Mahindra, Bajaj Auto, Monsanto, Mahyco-Monsanto, Geoffrey Manners, HUL, Godrej and BPL Ltd. In addition, he has consulted various clients and ad agencies such as Lintas, Contract and Mudra amongst others.

Currently he is a Professor at MICA where he teaches Marketing Research, Consumer Behaviour, Consumer Insight Mining, Multivariate Data Analysis, etc. His research interests are Cognitive and Cultural Codes of Consumption, BOP Marketing and Online Consumption Experience. At present he is writing a book on ‘Consumer Behavior in the Indian Context’ soon to be published by Oxford University Press. He has also published articles in various national and international journals and delivered sessions in several MDPs.

He can be reached at [email protected]

Prof. Ashutosh Dutt

Prof. Ashutosh Dutt is an engineer and a PGDM in Communications Management with over 10 years of experience in the industry and academia.

He has worked in the industry for five years in the field of IT, Marketing Research and Data Analytics. He now provides research based consultancy to several NGOs. As an adjunct faculty at MICA in the field of Quantitative Marketing Research for five years, his subject areas include Multivariate Data Analysis, Online Research and Pricing Research. He has delivered lectures at various management institutes and at in-company programmes.

He can be reached at [email protected]


All participants of the MDP on ‘MR: 4Ps – Strategic Market Research For Effective Marketing’ will be awarded a MICA MDP certificate on successful completion of the programme.


6 – 9 May, 2014


Mudra Institute of Communications, Ahmedabad
Shela, Ahmedabad – 380 058 (India)


For Indian Participants
Rs. 40,000/- per participant for the residential MDP.
Please add 12.36% towards Service Tax.

For International Participants
US$ 1,500/- per participant for the residential MDP.
Please add 12.36% towards Service Tax.

  • The fee includes the programme fee (including programme delivery and course material) as well as full board and air-conditioned single room accommodation at the MICA MDP Centre.

  • Payment should be made by Demand Draft payable at Ahmedabad, India or a Pan-India Company Cheque in favour of Mudra Institute of Communications, Ahmedabad (MICA).

  • Payment can be transferred electronically to MICA’s savings account (00491000064062) at Bodakdev, Ahmedabad branch (0049) of HDFC Bank Ltd. (RTGS/NEFT IFSC:HDFC0000049).

If you remit the fee electronically, please include Name of Remitter (The name of the sponsoring organisation) and Purpose of Remittancei.e. MDP on ‘MR: 4Ps - Strategic Market Research For Effective Marketing’ in payment details.

Please send us the remittance details attaching the original payment slip along with the MDP nomination form to enable us to easily identify your payment sent by electronic transfer.
MICA’s Service Tax Number: AAATM2168DSD001

We recommend that you send your nominations early. If, for whatever reason, you cancel it, we will refund the fee provided we get your written request for cancellation at least 15 days ahead of the programme commencement date. In case the nominated person does not attend, the sponsoring company can nominate another person to attend the programme with prior intimation.


Early Bird Discount: Nominations received with payment on or before Thursday, 13 March, 2014, will be entitled for an early bird discount of 10% 
Group Discount: MICA extends a discount of 10% for a group of 4 or more participants attending this MDP together as a team, from the same organisation.
Combine the Two: Organisations with nominations and payment received on or before Thursday, 13 March, 2014, can avail of both the discounts subject to a maximum overall discount of 15%.


Early Bird Offer Closes: Thursday, 13 March, 2014
Last Date For Nomination: Tuesday, 15 April, 2014


MDP Centre
Mudra Institute of Communications, Ahmedabad (MICA),
Ahmedabad – 380 058 (India)
Phone: +91 2717 308250
Fax: +91 2717 308349
E-mail: [email protected]

For further information, please get in touch with Narayanan K Nair, Senior Manager, MDP Centre at mobile: +91 9724447196 or e-mail: [email protected]

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