Marketing services and research in Kazakhstan Goals and prices

Market analysis

The purpose of market analysis is to study the current market situation and learn its structure and composition. Market analysis is necessary when investing in the development of existing businesses and the opening of new businesses and production facilities. We analyze any markets in Kazakhstan quickly and with maximum reliability.

1. Volume of purchased goods (works or services) over the last 3–5 years.
2. Market size in physical and monetary terms
   • Imports of goods
   • Exports of goods
   • Production of goods
3. Competition
   • List of competitors
4. Potential (consumers/clients)
   • List of potential clients
5. Development forecast
   • Dynamics over the last 3–5 years

In detail: market analysis (in Russian).

Price of market analysis: from 1.98 million tenge per 1 industry.

The cost and timing of market analysis depend on the size of the industry and the analysis period and are determined individually.

Building materials market analysis

For different categories of clients we provide a range of specialized reports on market indicators:

• for Kazakh manufacturers;
• for foreign manufacturers of building materials;
• for retail chains;
• for construction / design companies;
• for developers;
• for Kazakh and foreign investors;
• for audit companies and government bodies.

In detail: building materials market analysis (in Russian).

Price of market analysis: from 1.98 million tenge

The cost and timing of market analysis are determined individually.

Market research

The purpose of market research is to improve the product, its distribution channels, and promotion methods using valuable information obtained directly from clients and consumers. Market research lets you learn in advance the opinion of clients on various issues.

1. Setting the goal.
2. Developing questions.
3. Choosing methods and collecting data:
   • Surveys.
   • Interviews.
   • Focus groups.
   • Mystery shopper.
4. Data processing and preparation.
5. Data analysis and recommendations.

In detail: market research (in Russian).

Price of market research: from 319,000 tenge.

The cost of research depends on:

1. the sample (number of respondents);
2. the target audience (whom it is necessary to survey to obtain correct data);
3. the method of collecting information (face-to-face (F2F) survey, telephone survey, email, online, focus group discussions (FGD));
4. the time required per interview;
5. the need for coding or transcription.

The cost of market research depends on how many regions the surveys need to cover and within what timeframe.

Kazakhstan import and export analysis

Once the commodity code (HS / TN VED) is determined, the analytics department provides data with 95–100% accuracy on the volume and dynamics of the import / export market in Kazakhstan. The analysis will help to:

• understand market volumes and dynamics;
• analyze competitors;
• identify the product range in demand;
• find new buyers;
• determine purchase / market prices of goods;
• find out the current suppliers.

In detail: import and export analysis of Kazakhstan (in Russian).

Price of export / import analysis: from 467 thousand tenge

The results of the research can be presented in one of three different formats at the client's choice. The cost of the research depends on the complexity of data processing, the period of time to be analyzed and the report format.

Determining market capacity

Market capacity is the volume of consumption of a product over a period of time (month, year) under certain conditions (current or modeled). Determining this indicator allows you to answer questions such as:

• how many buyers have purchased or are ready to buy a product or order a service;
• what volume of the product is needed for a single consumption;
• how often representatives of the target audience make a purchase.

In detail: determining market capacity (in Russian).

Price of determining market capacity: from 500 thousand tenge for one city.

The cost of market capacity determination depends on the complexity and depth of the research and requires clarification.

Market volume assessment

Market volume is one of the most important indicators of demand and consumption; without knowing it, it is impossible to build well-founded plans because forecasting becomes difficult. Objective data on the current state of the market and emerging trends are the basis for long-term strategic decisions. The need to assess market volume arises:

• when entering a new market;
• when launching a startup;
• when developing and promoting a new product;
• to attract investment or borrowed funds;
• before negotiations with partners or investors.

Market volume assessment is also useful for a stably operating enterprise.

In detail: market volume assessment (in Russian).

Price of determining market volume: from 490 thousand tenge for one city.

The cost of the research may vary depending on the specifics of the market.

Market size analysis

If you intend to make a large investment, launch a new product or buy a business, then market size research is the most important step in decision-making.

Market size analysis is needed for:

• preparing a market passport;
• assessing the investment attractiveness and profitability of the market;
• conducting competitive analysis with subsequent adjustment of the product range and/or product properties, as well as developing new lines of business;
• forecasting.

In detail: determining market size (in Russian).

Price of determining market size: from 490 thousand tenge for one city.

The cost of the research may vary depending on the specifics of the market.

Market segmentation

The purpose of market segmentation is to increase the effectiveness of marketing activities aimed at interacting with the target audience (increasing sales and loyalty).

The research may also pursue goals such as:

• Developing products for the needs of the selected target audience (TA).
• Satisfying the needs of the TA as fully as possible.
• Orienting / reorienting the company's marketing strategy toward the actual consumer.
• Developing competitive advantages of the product.
• Choosing the scientific and technical base for production based on the data obtained.
• Changing the segment, including moving from a broad to a narrow audience.

In detail: market segmentation (in Russian).

Price of market segmentation: negotiable.

The cost of market segmentation depends on the goals, scope and depth of the research.

Defining the target audience (TA)

The target audience is clients who buy a lot and complain little. Define your target audience and focus all your efforts on it.

In addition, we provide lists of potential clients according to the TA parameters.

1. Analysis of the business vision and goals.
2. Research and analysis of existing and potential clients.
3. Market segmentation and selection of target segments.
4. Description of clients (portraits/profiles).
5. Assessment of potential and a list of potential clients.

In detail: defining the target audience and all TA research (in Russian)

Price of defining the target audience: from 963,000 tenge.

The cost of target audience research and the timing of work depend on the methods used and the objects studied and require individual clarification.

Target audience (TA) analysis

The purpose of target audience analysis is to identify, among all clients, those consumers who are ready to pay the most for a product or service. This way the business's resources and efforts are focused on the main audience and help to reach sales growth goals faster.

1. Target audience analysis
   • Market segmentation
   • Defining the TA
2. Analysis of target audience groups
3. Analysis of competitors' target audience
4. Search for the target audience
5. List of the target audience

In detail: target audience analysis and all TA research (in Russian)

Price of target audience analysis: from 472 thousand tenge.

The exact cost of target audience analysis and the timing of the research depend on the size of the market and its specifics and are determined individually.

Competitor research

The purpose of marketing research is to obtain the data needed to secure the company's advantageous position in the market.

1. Assessment of market participants' shares: for Kazakhstan as a whole and for individual regions
2. Review of the main competitors by indicators: annual turnover, size of the client base (for B2B), structure of sales channels, most in-demand items, strengths and weaknesses, consumer rating on a 10-point scale
3. Price monitoring for the 10 main items
4. SWOT analysis
5. Agency recommendations

In detail: competitor analysis (in Russian).

Price of competitor research: from 3,950 tenge per competitor.

The cost of ordering marketing services and the timing depend on the tasks set, the methods used, the objects studied and the total quantity, and require clarification with an agency manager.

Marketing research of a product

The purpose of marketing research of a product is to find out how to offer on the Kazakhstan market only products that are in demand. Get all the information you need for successful marketing, increased sales and profit.

1. Comprehensive marketing analysis of the market in the context of the researched product
   • Product analysis (what is sold on the market)
   • Price analysis (at what prices and conditions)
   • Distribution analysis (how sales are organized)
   • Promotion analysis (how promotion is organized)
2. Analysis of consumers and clients
   • Identifying preferences and purchase motivation factors.
   • Analysis of purchase frequency.
3. Competitor analysis
   • Identifying uncovered niches and creating opportunities.
   • Price monitoring
4. 7 types of modern marketing tools for searching, collecting and processing information.
5. Relevant and reliable information.

In detail: marketing research of a product (in Russian).

Price of product research: from 1.9 million tenge.

The cost of product research depends on the number of products studied, the size of the industry, the size and age of the market and the specific requirements of the client.

Marketing research of prices

Receive timely, relevant and reliable information on current prices of goods, works and services in Kazakhstan. Set profitable prices for your products and use the data to form procurement budgets.

1. One-off monitoring of thousands of types of products.
2. Regular monitoring of thousands of types of products.
3. All industries and types of activity.
4. All regions of the country.
5. Detailed and summary reporting.

In detail: price research (in Russian).

Price of research: from 183,800 tenge per product group.

The cost of price research depends on the terms of reference, the methods used and the number of measurements.

Consumer research

The purpose of consumer research is to obtain relevant and reliable information about the audience. Regular information about consumers will help you adjust your marketing quickly and in a timely manner and earn more profit.

1. Search, collection and processing of information.
   • Who are the consumers?
   • What do they think and why?
   • What are their preferences and why?
2. Analysis of the competitive environment.
3. Modern methods of searching, collecting and processing information.
4. Recommendations for improving marketing.

In detail: consumer research (in Russian).

Price of consumer research: from 263,800 tenge.

The cost of consumer and client research depends on the size of the industry, the respondent sample and other required parameters.

Consumer segmentation

One of the goals of this marketing research is to identify segments with similar needs that will react in a similar way to your marketing decisions in promoting products or services.

1. Portrait of the target audience (TA)
2. TA segmentation
3. Determining the financial capacity of the segments
4. Determining the main factors of consumer choice
5. Assessment of customer satisfaction (NPS index)
6. Agency recommendations based on the results of the research

Research completion time: from 15 working days.

In detail: consumer segmentation (in Russian).

Price of consumer segmentation research: from 683,200 tenge per city.

The cost of the order and the timing of the analysis depend on the tasks set, the methods used, the objects studied and the total quantity and require clarification.

Advertising research

The purpose of advertising research is to find out which advertising brings more results. Optimize your advertising costs and get more return on your promotion investment with advertising research.

1. Analysis of advertising campaigns.
2. Product analysis.
3. Audience analysis.
4. Competition analysis.
5. Recommendations.

In detail: advertising research (in Russian).

Price of advertising research: from 118,500 tenge.

The cost of advertising research and the timing depend on competition, depth and methods of target audience analysis.

Research of optimal advertising channels

The goal of this marketing research is to choose the best channels of influence on the target audience in terms of price and quality.

1. Analysis of the company's current types of marketing promotion
2. Research and analysis of communication channels used by competing companies
3. Analysis and selection of the most effective communication channels based on the cost of attracting one potential client through the channel and the ROMI indicator

Price of advertising channel research: from 539,200 tenge.

The timing of the marketing research and its cost depend on the methods used and the total sample size and require prior agreement with a manager.

Testing new products (advertising)

The analysis uses qualitative research, including focus groups, observation, home testing and hall tests.

1. Overall assessment of the new product or advertising (shares of positive, negative and neutral feedback)
2. Assessment of the product or advertising by parameters
3. Assessment of consumers' readiness to buy the product in the future
4. Recommendations based on the results of the marketing research

Price of new product (advertising) testing services: from 649,290 tenge.

The timing and cost of the marketing research depend on the tasks set, the sample (participants) and the total quantity and are clarified after agreement with a manager.

Consumer satisfaction assessment

Consumer satisfaction analysis is research that will let you increase business efficiency.

1. Research of customer satisfaction level (NPS index or other; 300 customers)
2. Analysis of strengths
3. Analysis of weaknesses

Price of customer satisfaction research: from 639 tenge per customer.

The cost of the marketing research and the timing depend on the sample, the total quantity and the methods used, and are agreed in advance with a manager.

Mystery shopper and mystery caller

Look at your business and processes through the eyes of real customers. Get the most reliable information about what your customers think and how they assess your products, brand and company.

1. Analysis of the current situation.
2. Preparation of the research.
   • Developing the scenario.
   • Developing the questionnaire.
   • Training mystery shoppers.
3. Conducting the research.
4. Data processing and analysis.
5. Recommendations.

In detail: the "Mystery shopper" and "Mystery caller" service (in Russian).

Price of research by the "Mystery shopper" method: from 8,160 tenge per visit and from 998 tenge per call.

The cost of the research depends on the specific type of activity, locations, number of points and number of mystery shoppers.

Developing a marketing strategy

With a competent marketing strategy you can win markets and strengthen your position.

Developing a marketing strategy consists of consecutive stages, led by market research and analysis. Thanks to the information obtained during marketing research, a balanced marketing mix is developed that lets you reach your goals in the shortest time.

1. Marketing research of the market.
2. Defining the target audience.
3. Developing or adjusting the vision and mission.
4. Setting goals.
5. Selecting and defining the target audience.
6. Choosing the basic marketing strategy.
7. Developing functional marketing strategies: product strategy, pricing strategy, distribution strategy and promotion strategy.
8. Planning and developing the budget for marketing and advertising.
9. Developing the marketing plan (calendar plan of marketing activities).
10. Setting up a system for control and monitoring of the implementation of the marketing strategy (KPI and reporting).
11. Analysis of the current situation and optimization of the marketing plan.

In detail: developing a marketing strategy (in Russian)

Price of developing a marketing strategy: from 1.96 million tenge for small businesses and individual entrepreneurs.

Cost of developing a marketing strategy: from 2.94 million tenge for medium-sized businesses.

Price of developing a marketing strategy for large businesses: from 5.9 million tenge.

The timing of strategy development depends on the tasks set, the methods used and the objects studied and requires individual clarification.

Developing a marketing plan

The purpose of developing a marketing plan is to save budget and achieve high results. To implement the marketing strategy and marketing activities we offer to develop a detailed marketing action plan with suitable communication methods and channels.

1. Summary
2. Goals and objectives
3. Positioning analysis (Mission Statement)
4. Target audience and market segmentation
5. Market analysis and current situation
6. Competitor analysis
7. Sales analysis
8. SWOT analysis
9. 4P strategies
10. Content strategy:
    • Key images and messages
    • Communication channels
11. Team and specialists
12. Budget for "Marketing and Advertising"
13. Set of key indicators
14. Calendar plan of activities

In detail: developing a marketing plan (in Russian).

Price of developing a marketing plan: from 1.98 million tenge.

The cost of developing a marketing plan and the delivery time depend on the size and age of the business and are determined individually.

Promoting a company in the services market

The purpose of promotion is to organize sales and ensure the desired (planned) volume of income. To increase sales, you need to find potential clients and turn them into real ones with suitable promotion methods that ensure high conversion.

The main promotion strategies that help improve conversion:

1. Personal selling
2. Advertising
3. Direct marketing
4. Sales promotion
5. PR & Publicity
6. SEO

We use our own databases of organizations and select potential clients by many different parameters.

In detail: promotion in the services market (in Russian).

Price of promoting the company's services: from 39,000 tenge.

The price does not include the cost of using communication methods and channels (advertising, leaflets, etc.). The cost of promotion depends on 1) the specifics of the business and 2) the communication methods and channels used. Methods and channels are chosen depending on the target audience. Their cost can vary greatly. Therefore the real cost of the order is determined after clarifying the specific promotion methods and channels.

Investment project analysis

Goals of investment project analysis:

• Assessing the probability of return on invested funds.
• Validity of the planned return indicators (revenue, profit) on invested capital.

Based on the above goals, specialists performing the analysis:

• identify objective and subjective, internal and external factors affecting the result;
• determine the factors affecting changes (deviations from the planned) in investment results;
• assess the validity of the chosen decisions and methods;
• analyze how well the identified competitive advantages are consistent with tactical and strategic goals;
• assess the validity of the risks and profitability stated in the business plan, etc.

In detail: investment project analysis (in Russian).

Price of investment project analysis: from 1 million tenge.

The cost and timing of investment analysis depend on the scale and complexity of the project.

Psychological and sociometric employee research and training

The main prerequisites for research are conflicts between professionals that arise in a team. In such cases an independent assessment and consultation by professionals is needed to help manage conflicts. Based on the results of a comprehensive psychodiagnostic assessment, a training program for employees can be drawn up.

Possible research options:

1. study of interpersonal relationships in small groups by the method of Jacob Moreno;
2. the method "Determining the index of group cohesion by Seashore";
3. method of assessing the psychological atmosphere in a team (according to F. E. Fiedler);
4. Thomas-Kilmann assessment (conflict behavior style);
5. staff questionnaire survey.

In detail: employee surveys (in Russian).

Price of research: