 Marketing research, do not think it is a domain of rich, financially rich companies. While marketing research you need because you need to make some decisions about your business and you cannot make decisions based upon your understanding of market but you have to understand how consumers look at you. So you need lot of information on daily, weekly, monthly basis. Do not just sit in a shell and make decision about your business. Marketing research is nothing you know but it is identification, collection, analysis, dissemination and use of information. Now how you do, how much you invest is different thing but you have need to follow certain process and collect some information beyond what you already know and use that information to make better decisions. Ultimately you make the same decision but this research input will help you in making slight better decisions. There are secondary sources to understand the reports, publications, periodicals, books from where you can get some information, some data, some understanding of the market or you can do some primary research. Difficult to hire, purchase market research reports from agencies because they are very costly. My advice to you is some, use some basic research tools that I will discuss. This is the process of research, you have to define the problem and research objectives. Clearly, develop a research plan, collect the information, analyze and make a decision. Process, step by step process, need not hire any agency for this and not much of investment. You have a fever, so what is the problem? Is it a problem or a symptom? It is a symptom. What can be the problem? You have to do some research actually, you have to do some research, you have to wait whether there is some congestion in throat, some throat infection or problem in your stomach, some stomach infection. Can you only treat for fever always? No. You have to go to the cause of fever and do some research. So that is market research actually. Do not be overwhelmed by the symptoms only, search for the cause. Sometimes sales is not happening, this is a symptom, cause lies somewhere else. So you do not, then you have no excuse that we are lost in operational issues, no sorry. Now let us see the research approaches. For a small business I am going to discuss, I am not going to discuss any other big research. For small business, observational research is good. Just go and observe how customers are behaving in actual purchase situation, if you are able to. You are a marketer of a consumer product or manufacturer of a consumer product or industrial product, just see how others are doing, observe, make notes, how customer is behaving, how supply is behaving, how he is behaving, how she is behaving, that gives you some information. Focus group discussion, if you do not know, do not understand the purchase behavior of a group of customers, why not arrange a focus group? Group discussion is possible, is possible, call five, six customers in your premises for a cup of tea and then discuss the issues, how much money you need. Discuss the issues which are relevant for your business, purchase behavior, competitions products, why he prefers this product over others, conduct a focus group discussion, you will get many inputs from that discussion. If you are, it is more relevant for a consumer product, even in industrial products, you can call few buyers in your premises, I mean some get together type of thing, some small investment, throw some points and then see the reactions. These inputs will be very important for your business, you will consciously, subconsciously they will tell many things. And this is one of the most powerful tools which is being used for research, the focus group, FGD we call, focus group discussion, very powerful tool to understand consumers better, understand business better, understand processes, understand what should be the new product like, what should be the new service where you can, it is a very important tool, focus group discussion. If you are not able to do that, you can do interviewing, you can interview your customers, interview means you should be, so when I say systematic research, it means you interview with a pre-decided template, focus group also you should be prepared, it should be systematic with a predefined template, what you need to understand and how, just think what I need to understand and how, they should be template of questions and then ask why. Many things will be apparent to you, why can't you do it for a group of ladies in your, what stops you, what is the cost of that I mean, nothing, what will you just see, if you get some response in a single focus group discussion, conducts few more in different localities, what is the cost of that, very little actually, you should be skillful enough to extract from those what you want, just make a template and ask questions why, why, why, you want to understand purchase behavior, start asking what you purchase, why you behave, when you use, be comfortable, now in this, there are some certain guides to guide you on how to conduct a focus group, some simple tools and these are available in simple books like a book on marketing research, which might cost you in 300 rupees only and which is highly valuable actually, this marketing book is 300, 350 rupees, buy it and give you very good tips actually, so billions of dollars of this market research agency is banking on these tools actually, so why can't you use up to your advantage, there is a marketing research, one is simple marketing book by Kotler, Kotler Keller or Kotler Keller Khoshe Jha in Indian edition, that is one you can purchase, the marketing research book by Narvesh Malhotra, so you can just read that, just if not that, just read the chapters which are more relevant, so focus group discussion, how to conduct, what should be the criteria, how do you see, once you conduct one, you might get some negative feedback also but that is also experience and learning, then you become better and better, can't you hire, like I said yesterday, can't you hire a person from a local MBA college as a summer trainee paying 5000 rupees, ask him to do all these things, do you think it's a high investment for a month, ask him to do the strategic things which you think you don't know or you don't have time to do, ask him to do that, involve sometime say one hour or two hours in a week if you are so busy and then see you will get at least something, interviewing, ask him to interview a few customers, you don't have time to go and meet, just ask him to go and meet customers, get his inputs, his summer training is a big industry nowadays actually, if you know, all the companies or good companies ask for the summer trainings, use them for market research, meeting customers, getting feedback, customer satisfaction surveys and so many things, getting competitors information is one thing, what is the product line of competitor, what is the price point of competitors, how many products are available in the market, ask him to do this survey, ask him to visit the retail outlets and do that, where is the problem, ask him to find out competing products, ask him to meet customer and ask let him interview the customer on these things, you can easily do this research because market research is a source of information which will help you take better marketing decisions or better business decisions, there are other ways also like doing surveys, you can use questionnaires and get a data from a wide range of customers, analyze that data and then see what data points to, the survey data, question data, the other methods like experimental research, wherein you try to figure out the cause and effect relationships, how much advertisement should I make so that I get a desired sales, that is experimental, there are ways to do this, what is the relationship between price and sales, how much price should I reduce to increase sales, should I reduce my price by 10 percent to increase sales by 15 percent, that is the question which you might ask, understand the price elasticity of demand, you can do this by surveys mostly true for consumer products, but for small businesses interviewing and focus group discussion is a cost effective way of getting the responses from the customers and one must do it systematically, just try just understand that this process, look at the symptoms, look at the problems, meet customer, draw a research plan, just see that your customer you choose for focus group should be some representative of your segments you want to serve, right, it should not that any person, any people you select and do, maybe to start with you can, but it should be representative of the customer you want to sell in the future, some information you can extract. So do some research before you move ahead with your investment plans or other things, we are sitting and discussing all these things, making plans will take use, will help you in making a better marketing decisions, questionnaires, questionnaires is a simple, you ask questions on a piece of paper, ask a respondent to response and questions can be of different types like these, these are examples of the questions given in your paper also, you can just see and then analyze these questionnaires, not individually, but as a whole, find out mean, medians, modes, standard deviations of these and try to understand psychological tools. Psychological tools are basically to understand one's mind, for example, there are psychological instruments like MBTI, there is an inventory of these scales which try to categorize the customers in different categories or try to understand the undergoing psychological processes. There are scales to measure that, for example, there are scales to measure the trust level, scales to measure emotions, how do you measure emotions? There are scales to measure, what scale? You can ask a person, just respond on a scale of 1 to 10, how happy you feel? What will you do if you are given this? So if you respond on a scale of 1 to 10, 1 probably means I do not agree with this and 10 means I agree to the highest level and 5 means neutral, so I tend to make some judgment out of these. Just try to understand your emotion, the psychology, mechanical devices, just to understand your behavior, if I put a camera here and just watch your body movements while I give lectures, so I might view that video afterwards that after half an hour these guys were feeling bored, they are shifting places and watching like, so this is a piece of information, you are my customers, so I must make my lecture more interesting using this research input, mechanical device for observation data, it is giving me observation data. A similar more mechanical device is for this, quantitative measures, just find out the hard quantitative facts, survey data helps you in doing this, there are surveys, syndicated research surveys conducted by researchers like IMRB, AC Nielsen which track the market share of different companies at retailer level, they visit around 10,000 retailers in India every month and see which brand is present in what quantity and they come up with this syndicated reports, the market share of coke is this much, market share of lux is this much, these are quantitative, quantitative is when you convert in numbers, there is again survey, you can use survey for these quantitative you can use mechanical, say camera like, psychological understanding the psyche of a customer, emotions with different scales and these scales are developed by a lot of research. Simple questionnaires, descriptive questionnaires, what do you like, what do you do not like, say yes, no type of thing or any quantitative measurements. I just have a small question regarding that, it is a basically two questions I have, one first question is, if it is a survey we are trying to do a questionnaire, would it help in having a large number of people giving an input with a short survey or a long half an hour survey of 15 minutes survey where less number of people are taken, you know which should be choose in which kind of scenarios. In statistics you call it sampling, what should be the size of a sample, simple I can relate to is, do you know how to make rice, so how you check that rice is cooked or not, how you normally check, one or two grains out of it, so what is the number, what is the sample, three grains out of how many grains, how much. So you are sure of your sample, two grains you are sure that rice is cooked, same way, you know why, because the variability of all the grains of rice is very low, the response or variability of responses of rice is very low, but in human beings the variability can be high. If you think it is a homogeneous set of customers, few responses will do, if you think the customer are from different industries, different background, different that judgment you have to make, then you need a variety, if you think it is a homogeneous set of customers, for example college students in IIT, college students in Mumbai, in the second year college students, it is a quite a homogeneous group type of thing, what drink they prefer, for example you have to know this. So probably out of 10,000, even 30 responses will help you in understanding that, but if you have to understand consumption of beverage across age groups, across regions, then you have to choose your sample carefully in different segments, and they are a statistical tool to do that actually. There is a sampling process, which probably is available in that Malhotra's book of marketing research, you can use that, you can read on. Sir, whenever we select a questionnaire for the research or data collection, I found, I had, I did one questionnaire to study labour absenteeism and distributed amongst number of labourers in the mill, but to avoid the, they have given the wrong data in that sheet regarding their absenteeism or the satisfactory level about the wages or incentives, so these wrong data will misguide us to our study. We call garbage in garbage out actually, that will happen, that is the judgment of a researcher, for example, you want to understand absenteeism in mill, why should you do actually questionnaire? Don't you have a record for each labour, say punched card or whatever system you have in the factory, why to ask labour? First point should be get the precise data which is already available to you, just see where is the problem actually. Should you send questionnaire to everybody in the mill for absenteeism? Probably there are few problem cases, right. Now if the problem cases are 5 to 10, then again you don't need questionnaire, you can just talk heart to heart with them. If the problem cases are in hundreds, then probably there is a problem and then the problem is there is a problem at management level, so even no need to ask them actually, just see where is your problem. So I mean to say you are absolutely right, garbage in, garbage out and there are political issues why people will not respond. So you have to find out the ways to extract responses. It may not be questionnaire in some sensitive cases. If the cases are very sensitive, questionnaires don't help, they don't help. Maybe one to one talk may help. So you have to see how sensitive is the issue, what is the time and cost available for the making and else. That is very important. If question is not a remedy for all the researches and all this, you have to use these things like observation. Now if I give you a sheet and tell me how did you find my lecture. If you say excellent and I have the mechanical device which says you are shifting gears. So what does questionnaire mean to me? That solid data is more important to me actually. Why should I ask you? How did you feel? I can judge how did you feel? So try to be as precise as possible, as factual as possible. So this camera will give me better picture than a questionnaire. You have to see what is more, what is better actually in this situation. For example, you have to make assessment that how many, what books should I, IT library has a big budget actually. So how many books should I purchase this year? Right? So what is the, how should I decide? What books should I purchase? One way is I ask all the faculty members, give me a list of books. For example, they repeat the books and journals which were already there, right? So I simply go and place orders. Now another way is I do checking of all the existing books. How many times the faculty have actually used this book? They ordered this book last time but they never used it. There are ways to measure that, see that. Some books are kept lying on the shelves for years and nobody uses them. Although many people order them repeatedly. So one way is to just go and see whether it was, it is just an exercise. Again the size of library you can hire two people and check there. So it is a tangible data. Rather than I spend, ask faculty, easy way, ask faculty what do you want, place the order, get the books, everybody is happy. But you have to be more precise, make my decision based on some tangible information. I have to do some research and then everybody will appreciate after some time and that decision will be in the interest of not only faculty but students and the government also who invest a lot of funds in IT. So you have to find out the ways and means and what are the alternatives available. So anything else? I just was having the second question. It is about the tools. We have questionnaires, psychological tools, mechanical tools, quantitative measures. I was thinking about web service and mobile service and in this the volume is high. That is the first part of the question when I asked you. Once the volume is high, I can go towards web and mobile but the decision page is in mobile it has to be less than one minute. People do not have more than that time in terms of attention span. On a web it is less than 10 minutes. They are like not even 10 minutes. Less than five minutes is maximum they will give for a survey. So when that kind of things are there, the first part is in the first one minute thing what I am trying to capture will be a very precise question. See if it is a lengthy survey, I can hide my question elaborately and finally ask about their salary or something which is very sensitive data. In order to come to that point I ask them seven eight questions, come to the ninth question or tenth question and then they are comfortable and they kind of answer it. If it is a one minute survey, I have to be very precise and straight about what I am looking at because they have to communicate what I want. In that point what would you recommend? You know if one minute survey is what is the methodology I should use to design a survey and for a five minute what is the because once the volumes are high I know my market is heterogeneous and now I am trying to predict purchasing power. I want to reduce my price. How much I should reduce? It is a very important question for me yet I cannot directly ask my people like you know how much do you want to pay for it. Obviously they like, they want a lesser price. They will choose the least one even though they can afford to pay little more than that. So what is the way? See that depends upon the objectives basically, what should be the length, what should be the medium, it is all guided by what are your research problem and how do you want to address and how precisely you should ask the question. Now coming to the sensitive questions which you ask, what is the salary and how much price should I reduce? There are ways to tackle these actually. You should never ask a person what is the salary because he will most of the times will never give the right answer in Indian context. Researcher in India tried their best understanding the salaries of customers but they all failed. You know finally what they did? They came up with a new classification system known as SEC classification, socio-economic classification system. They started asking people what is your education qualification and what is your designation in the company you work for. And then estimated what could be his salary bracket. Then they ask what do you want, four wheeler, two wheeler. Then they co-relate the person of this designation in this company with this education ounce XYZ things. So rather than asking salary directly, ask other things which are important. Why you want to have salary? You want to estimate what is his purchasing power and what will he purchase? Why you want to ask purchasing power? Because you want to estimate whether he will buy your product or not. So just ask whether you have the product or not or similar product or not. So do not go through a loop because there is every chance you will fail. Most of the people do not know that is the exact salary. Now what is salary? Is it the individual salary or the household salary? When you want to make a durable purchase, how does it matter? It is a household income which is important. Nowadays that is not important. Everything is available in EMI. So things have changed. Unless until most, it is very important do not ask salary. Just try to estimate by other means. So yeah range can also be given. Absolutely. Again see what judgment you want to make from that. Just ask yourself again whether I will be able to precisely make that judgment or not. But there are other ways of doing that. And one salary, second is what you ask price. If you ask customer, how much should I reduce your buy? He will say give it free. These surveys also fail actually. I am just saying, just wait to hold for a minute. These surveys will also fail because customers themselves do not know. Best thing in this case is to ask is to give options. Nokia 1100 for 1500 rupees. Nokia 1100 for 1400 rupees. Nokia 1100 for 17000 rupees. Nokia 1100 with camera at 1500. Nokia 1100 with FM at 1650. This gives them options with some feature variation. And then you can get slightly right answers. If you ask them what should I do? So because it is a value which they look for customer. So give features and price. Nokia 1100 with camera for 2000 rupees. Means you are giving him both cues, benefits and sacrifices. The value part. Will you prefer this or Nokia 1100 with FM loudspeaker for 2200. Now you know your costing. But how much he values that FM loudspeaker for 200 rupees, then you will be able to understand that. So never ask like this. Give options. Don't ask what will you prefer. They will give free. That is the best option. Give me for you know for a year. I will tell you after usage. They are standard you know. Not very homogenous. What is the best way to get market research if I need to know what kind of feature attributes customer will be interested in. Like you say address to different industries like automobile. Very specific example. We were looking at foundries spread all around. They are not really in a particular area. And what software they might be using and what features they might find most interested in. What would be the best way to do that? I think sometimes case study is a better way you know. Just pick up a representative foundry. Just find out what can be a type of foundry. Like we say how you segment a foundry is actually. Either on the basis of the technology, basis of the metal they use, basis of the supplier they have, some way of categorizing foundries. Now there will be some category of foundry who may need property of software. This is just thinking. You can probably pick up a single or two representative foundries and work hand in hand with them as a case study. Case study is also the important part of research. Where you are such a heterogeneous and you are not able to sell, just pick up few. First settle with them and then move on. If you try to attempt everything that there is the problem actually. That is I say market segmentation. For example, variable you have to choose. For example, see geographical heterogeneity doesn't mean anything nowadays. Heterogeneity of purchase behavior is more challenging rather than geographical heterogeneity. Geographical heterogeneity you can easily manage by traveling. Low cost traveling I will say. But challenge comes in the needs and wants of that heterogeneity is more challenging actually. Just try to group in those categories. Geographical I think you can easily manage by traveling. You have to put some resource in traveling and understanding. That is less challenging. The reason I asked is because sometime back we tried with the survey. Unfortunately that didn't work because you have in a industrial center you have more than one person making a decision and most people do not really have time to give to a guy doing the research. So whenever a guy would come they would probably. Survey will not work in this case. Never work. They have never worked in this case. Survey will not work. Survey is only to for consumer industry. No it works for industrial goods also but for very specific ranges it will not work. In this case it will not work properly. Because there are more than one decision makers and in different foundries and different companies the dynamics is different. Some where the user is very powerful. Some where the purchaser is very powerful. Some where the consultant is very powerful. Some where the owner is powerful. So everything says we will buy this. Why we say I don't have money. I will buy this. So what do we do? So that case study is also a very important part. So you have to categorize segment on basis of certain variable which you think is important. Maybe the industry they are serving to, foundries they are supplying to. For example they are supplying to data motors, engine blocks. I am just saying. So their requirements must be more stringent than any other roadside foundry type of thing. So you have to see which type of foundry you want to target. So there you have to segment the foundries on certain variable which is not geography, which is not simple variable, which is on some different variable. Maybe metal they are using, maybe the supplier they are supplying to, maybe the turnover only, sales turnover, maybe their automation levels. I don't know. You have to find out. This is very difficult to say here. Let us see which variable is more important which explains the purchase behavior. You can pick up few case studies actually. Just rather than running around, just pick up one or two foundries. Just try to understand everything. So I want to know that whatever various ways, tools and methods to decide how much should I spend on marketing advertising to get the desired revenues. There was a case, one of my friends he launched a website known as homev.in three and a half years back. It was an online DVD rental service. So it performed well. It was a new idea. And after one and a half years, Reliance approached them to take over the website. So in any case, due to management issues and stuff, they don't agree to it. So after that, what Reliance did was, Reliance launched its own online DVD rentals, bigflix.com.in. So it was a success. At present, it is a success. But homev.in has to shut shop due to their budget constraints. They don't have that much money to spend on advertising as Reliance did. So what are the basic, I mean in this scenario, what could have homev you had done to overcome the issues in those budget constraints? See, there are two things here. One is competing with a giant. Can you match the expenditures he is doing? Yeah. So this is one thing. Second thing is standalone question, how much you should spend. First question is, if compared to a big giant, answer to second is obvious, you cannot. Because the gestation period, the type of investment they can do, they can make, and they can sustain with losses for some time. A small business cannot. So comparison cannot be done. See, that is why companies like Parle thought of exiting the Kola market when Coca-Cola came. Same case actually, maybe the levels are different, but they thought of exiting the market. So what could have been the solutions? They were there in the market one and a half years before Reliance. Yeah. What could have they done in this one and a half years to market themselves more efficiently? Yeah, this is third thing. Let us, there is first question, how much you should spend? For a new business, the benchmark is how much customer you want to attract. There are interestingly some models available which can guide you actually. For example, you want to attract. So what is your objective? I mean to say, see you have to have some objective. You cannot say I will attract everybody. You have to choose some segment and say I want to attract 10,000 customers in next quarter. Something like this. Now to attract 10,000 customers, what should I do? Just, it is a paperwork, you know. I can, now one thing is how much money I need to attract 10,000 customers. Second, that is one. Second question is how much I can take from the market. There are some upper cap, some lower cap. For example, lower cap is how much I can, I should do. One is what I should do. Second is how much I can get. So you have to settle somewhere in between. So this is a model. You can again choose what is the best media to get in touch with the customer. Say the media is miller. There can be many, the media can be the advertisement also. Media can be the miller also. Media can be email also. Media can be SMS also. Now for a small business, you have to see which is the cost effective media and more efficient media. Say a paper miller you think is the, paper insertion in a newspaper is the most effective way or cost effective way. Then the things become clear. For example, the cost of a miller, so for attracting 10,000 customers, how much miller you need to send. Say you need to send 40,000 millers, for each 40,000 insertions. So for 40,000 insertions, how much cost? Cost of producing, cost of inserting and circulating. You can estimate the budget. The first thing you must try to estimate what I need to target. Then there will be some budget. Then you can see whether I can work it or no. No, I cannot. So let me reduce. See this is objective. I am not saying what will happen after that. You can say, okay, let me target 5,000 customer only. So I need to send not 50,000 but 15,000 millers. Now your budget will reduce. So now you consciously know that this thing will happen. You can otherwise use some low cost media to promote. For example, you can, for the word of mouth will spread that ultimately you may get more than 10,000 customers but you have to set some target and then see which is the cost effective medium and then based on that budget. So starting point is how much customer you want to target. For example, you want to attract 5,000 customers, you need to target 50,000 customers. If you need to target 50,000 customers then because the response rate will never be 100%. It will be some percent of what you do. So there are in big organized industries sometimes you do this much only. This is one way. I need to attract this segment and this many customers. So I need to advertise through TV channels. Every TV channel has a TRP program has a TRP rating. TRP rating means this many customers watch that program. So I can estimate that this program is being watched by this many customers. So I am able to air my product to these many customers. Assumption is they watch this program, they watch the ad also. Assumption, you cannot do anything. They might switch during the ad type. So this TV program is being watched by these many customers. So this is my target. So for example, TRP rating of SARS becoming Bahu 3 is this. So you understand there is a data to support that these many customers watch. So you know that this program, this ad will be watched by this many customers. Now discount it. 50% will not watch the ad. So how many? 50,000. Now again, so this is how you target. Now given the TRP rating there is some ad budget. So how many times you should show the ad in that program? 1, 2, 3. That you can also decide and you build on basically. Should you air the ad on other channels at the same time? So that is you build your budget depending upon your targeting of customers. This is one way. Second way is you have certain benchmarks. For example, your last product was marketed with this budget and it was successful and that budget was placed in these mediums. So you try to replicate that. Third, third can be, third benchmark is for a year, whatever positive cash flow I will get, I will reinvest. I will build on. So these are the few benchmarks which are normally built over. Target customer and my ability to pay somewhere in between. There is a term marketing plan which will be for the next session. We have to do some work on that. What would comprise of marketing plan? Have they given some template for that? There is a template actually for marketing plan. They should give. Right. There is a structure. So we should go by that. Yes. But in reality, when we make a marketing plan, what should it all contain? I think the template they might have given includes everything. As we start with the executive summary and objectives and plan and all that. It is the points are like product process services, 10 points, target group, 10 points, price, 10 points, market plan. It is again 10 points. So if that happens in the session, then we may not be able to. They should be able to give you some structure actually. That is the way which we have to present the data. Yeah. That is the way which is valid for marketing plan. There is no structure. No structure given? There should be a structure. In fact, I have a template similar, but I need some time. When do you have to submit this? By 3.45. But at least what would say, leaving aside the exercise. Okay. The basic structure is you start with objectives. What is the objective? For example, objective can be I want to sell to X numbers, X numbers or I want X revenue, some objective. See, then see I want to see for existing product, objective may be to grow by 15%. For a new product, the objective can be to capture 1% market share, existing market share. For extremely new product, the objective can be acquiring 5000 customers. So any objective. So the based on objective, then the simple way of marketing plan is STP and 4Ps. Segmentation, targeting, positioning and 4Ps. Price, product, product, price, promotion and place. In product you have to see how much, how many product variants you want to come up. Pouches, 100 grams, 200 grams, 500 grams, type of thing. Price. For each variant, what is should be the price point? 5 rupees, 10 rupees, 15 rupees, 4P, 99 percent type of thing. What are the, now price at all levels at discount, for example, it is a consumer product. Price at distributed level, price at retailer level, price at consumer level. So what discount you will give at each level? 5% to distributed, 25% to retailer and MRP to distributed. This much is VAT. So this work out. If it is B2B product, then what? What should be the list price and what should be the admissible discount and what is the break even point? You should know. For price, this is price. Promotion, what medium of promotion you want to do? Advertisement, then within advertisement, media advertisement, print advertisement, web advertisement. Second is publicity. Which type of publicity? Advertorials, publicity, road shows. Three, sales force. What sales force? I have given that slide of 4Ps, now just find out the things. Sales force. What sales force? How much to spend now? 5 sales people? Just think which is feasible. That will depend on what territory you want to cover. Some benchmarks. Then sales force and fourth is sales promotion. Do you want to launch a free gift scheme, free product usage scheme? Something, when you launch a new toothpaste, you distribute free. Just to enhance the usage. Just to consume to test that product. So do you want any sales promotion budget to start with or test marketing budget? So this is what. Then come the place. What channel? Alternate channels, retailer, distributor, wholesaler or direct or whatever So these things will form the marketing plan. STP and 4Ps, simply saying. There are many things but simply saying you should be clear of all these things. Or in promotion, you can keep some budget for market research also. You know, market research budget normally is very small. If you see these organized industries, companies like ITC, Hindustan and Leavers, PNG, they have separate market research departments and their budget is less than 1%, less than 0.5% actually. But the benefit is very huge. It builds up over the period of time actually. So this is one. So you should know what is the production cost? What is the break-even point? So that will help you in deciding what should be the price, what should be the profit margin and what should be the other cost. STP 4Ps, break-even point and other things A trick is in understanding market, target market and segments. That will make your thinking more clear. So anything else? We will close down.