ASSIGNMENT - II

DESIGNING A MARKETETING EXPERIMENTATION REPORT

 INTRODUCTION
The objective of this report is to design a marketing experiment for ‘Burgers’
sold by ‘Cure Fit Company’. The opted mode of the campaign is a billboard
advertising campaign highlighting the less calorie burgers with a great taste
for the health concerned people around the key cities of India. The concern of
health by maintaining the fitness level with the less calories intake offered
without compromising the taste is a matter of seeking obvious attention of
fitness conscious people. The experiment will be a before –after design
experiment as it is easier to check a single parameter at a time rather than
changing and checking multiple parameters that can affect the
experimentation and sales at the same time.

 EXPERIMENT DESIGN
Considering this experiment, the independent variable is increased advertising
in the form of billboard advertising campaign. The dependent variable
observed here is sales. The testing or experimenting cities chosen for
particular this experiment are Chennai and Hyderabad having almost similar
category of majority of focussed group of population whereas the control cities
are Delhi and Mumbai having similar number of population and work cultures.
As it is a before-after design experiment, sales will be recorded for both
control and test markets for a two month average from November-December.
The experiment will be conducted for the upcoming two months from January
to February which is considered to be a peak season for health concerns
among people considering the new year. The increase/decrease in sales
during the experiment will be then used for calculating the lift in sales. The
experiment follows the first three rules of causality. However, the experiment
has no control over the fourth rule, that is the affect of an external factor.
 ANTICIPATED ISSUES
Individually the before and during experiment results are collected
during the months from November to February. If the field
implementation is executed anywhere between March to May, the
presence of summer months might see the diminishing in the impact
due to the seasonality involved. Now any other external factor during
implementation such as a new competitor entering the market or
decrease in prices from competitors could adversely affect the on field
implementation results which could become a pitfall in the company’s
expected future growth.
These issues might show a huge impact on the sales, however, the
experiment will still reveal the impact of billboard advertising on sales.
The seasonality and external factors when does not comes into the play
then the experiment will give a reasonable guideline on whether to go
ahead with the nationwide marketing campaign. The lift in sales would
also give an idea on the actual amount of expenditure required for the
campaign.

 EXPERIMENT 2

The different version of the experiment can be through paid web

advertising through various platforms available. As we know Web
advertising are cheaper, fast to execute as compared to classic old
techniques like TV, Radio, Magazines/Newspapers, etc. It could also
help in modifying or tweaking for better audience experience and could
even help by changing a lot of variables at the same time. Hereafter, it
can be a full factorial design with the independent variables as both
price and advertising theme which will also provide more informative
results as which shows the affect of more than one independent
variable. Another advantage is that the web analytics provides greater
understandings and insights on the buying preferences of the audience
which ultimately helps in optimising the strategies and requirements.
The only pitfall of this experiment is that there’s a significant population
which still does not uses the internet which could have a big impact on
the sales of this product.