ASSIGNMENT ZeroThanh Thùy – Tường Vy- Kỳ Vỹ

Consumer Insight

Market Research

Focus group discussion (FGD)

Retail Audit

Consumer Panel

Concept testing

Advertising testing

Brand Positioning

Brand Communication

Brand Activation

Brand Innovation

AGENDA

CONSUMER INSIGHT

NEEDThe basic consumer

requirements for a

product’s or service’s

specific benefit,

whether that be

functional or emotional.

Ex: Water is essential

for human survival.

WANTThe desire for

products or services

that are not necessary,

but which consumers

wish for.

Ex: Consumers want a

drink that has lemon

taste.

DESIRE/

DREAMA sense of longing or

hoping for a person,

object or outcome.

Ex: Consumers want a

drink that has lemon

taste and show their

personalities.

Benefits

Motivation/inspiration

Unique promise towards dreams/desires (like the

underwater part of an iceberg, hard to reach but trigger

Marketers the most)

CONSUMER

PRODUCT

INSIGHT

CONSUMER UNDERSTANDING

TRUTH

UNDISCOVERED/

UNLEVERED“Asian youth tend to

live for the

expectation of their

family and society”

“Insight is WHY they do what they do”

BUILD GREAT BRANDS

1CONSUMER INSIGHT

A penetrating understanding which provides hooks or clues that help marketers to...

MAKE GREAT CAMPAIGNS SOLVE MARKETING JOBS(Increase Penetration, Consumption, Value)

Johnnie Walker – “Words of a journey” PR campaign: “For me, it‘s not financial wealth but a purposeful life and chasing it endlessly is my definition of success I want to achieve”

Melbourne’s Metro Trains –“Dumb way to die” campaign: “I am sometimes careless around trains because the safety instruction sign at the stations are too common and unnoticeable to bother me”

“When playing adventurous games, I want a fizzy drink that helps me to show my spirit of taking tough and adventurous challenges”

Aquafina - “4 bottles, 2 liters, 1 day” increases Consumption: “Through a long working day, I want to have a healthy and fresh way to take care of body”.

(Brand consumer insight consists of: Consumer truth(want to show my spirit of taking tough and risky challenges), Category truth(When playing risky games, I want a fizzy drink) and Brand/Product truth(Mountain Dew is a fizzy drink for adventurous young man).

“I want to improve my physiologic status so that I can keep my married life wonderful because it’s the most valuable thing to my life”

Tiger – “Tiger Uncage” -previously, Tiger targets only men.This campaign with message “Uncage" increases penetration because of targeting both young men and women . Insight: “I always lives in my own cage to meet the expectation of my family and culture”

STEPS TO INSIGHT

Information (about what people think and do)

Understanding

(why humans do it)

Insights

2

I want to have a good sex life with my wife

I want to improve my physiologic status

Sex is a crucial part which make my married life wonderful

Married life is one of the most valuable thing to my life

Why?

Why is that important?

“I want to improve my physiologic statusso that I can keep my married life

wonderful because it’s the most valuable thing to my life”

Why is that important?

RELEVANT(relevant with the brand,

product, category)

3 HOW GOOD INSIGHTS LOOK LIKE

CATEGORY SPECIFIC

When playing adventurous games, I want a fizzy drink that helps me to show my spirit of taking tough and

adventurous challenges

PERSONAL

DEEP EMOTIONAL DRIVERS

FUNDAMENTAL TRUTH

4 EVALUATING A GOOD INSIGHT

ACTIONABLE(can trigger actions, change

behaviors of consumer)

REAL(come from consumer)

FEEL(consumer can feel it)

MARKET RESEARCHis an organized and systematic way of finding answer to question, its aim is to reduce the uncertainty & to measure performance

• Help marketers to make confident decisions.• Identify opportunities and threats• Tracking and evaluating marketing activities• Help marketers to thoroughly understand what they are doing.

1 CLASSIFICATION

ACCORDING TO

RESEARCH

METHODOLOGIES

• Desk research

• Qualitative research

(focus group, in-depth

interview, ethno, home

visit)

• Quantitative research

(face-to-face,

telephonic, postal

survey…)

ACCORDING TO

RESEARCH NEED

• Ad-hoc: Customized

Research – conduct

only one time

• Strategic: Continuous

Research – conduct

many times, help to

evaluate outcome and

identify new market

trend...

ACCORDING TO

SOURCE OF

DATA

• Primary data

• Secondary data

ACCORDING TO

RESEARCH

OUTCOME

• Qualitative research:

Understanding &

Explaining

• Quantitative

research: Describing

& Measuring/

Counting

ACCORDING TO CLIENT

REQUEST

• Syndicated research:

made independently by

research company, sold to

many client (Retail Audit,

Consumer panel, Media

rating...). It is for many clients

and cost-saving.

market trend...

• Customized research:

requested exclusively by one

client and serve client specific

demands (Example: Brand

health check, Concept testing,

Advertising testing... )

Ex: - Clear Men buys quarterly Consumer Panel from

Kantar Worldpanel to measure the penetration of

product.

- Samsung conducts market research to find unmet

needs of consumer with the current product.

- PediaSure hire Millward Brown to test TVC idea

for the upcoming campaign with respondents.

- Heineken check its Brand Health with Market

research.

2 FOCUS GROUP DISCUSSION(FGD)...is a group of people selected to give their opinions about subjects related to the research.

• Exploring respondents behaviors, ideas, beliefs, reactions...

• Generating discussion, brainstorming.• Developing questions, concepts.

Standard group: 6 respondents

Mini group: 3-4 respondents

Extended group: 8 respondents in more than 2.5 hours

in 1.5 – 2 hours

ADVANTAGES DISADVANTAGES

- Cost-saving.- Fast.- Environment for

discussion, brainstorming between client and respondents.

- Not represent for the whole population.

- Untruthful answers.- Less control over

the group.

The result of FGD should be used as the primary basis for further evaluation,

confirmation or further research(quantitative...), not alone.

Ex: To launch a new kind of dish washing liquid, Brand X,

through a market research agency, recruits a focus group of 6 housewives and ask them about their U&A of dish washing to find umet needs when using product.

3 RETAIL AUDIT

SOME RETAIL AUDIT INDEX- Volume/value sales: Total volume/value sales of

product.- Volume/value share: volume/value sales of product

on volume/value sales of the total market/category.- Price & purchase: price/1 kg, liter of product,

Average price of a product.- Stock: SKU in stock including Forward stock(at store,

easy to get out) and Reserved stock(at other stock, hard to get)

- Distribution:+ Numeric total stock distribution: % of store selling

product.+ Weighted total stock distribution: % revenue of

store selling product/total revenue of product category.- SPPD index (sales per point of distribution): sales of each store.

* SKU(store keeping unit): a distinct type of item for sale, Ex: Pepsi pet 400ml and Pepsi pet 1200ml are 2 different SKUs.

A study collecting data and information from a selected group of retailer’s stores.

RET

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Retailer support Whether the retailer display or introduce our SKUs in attractive ways or not...

Consumer support Whether consumers aware of our SKUs, Do they purchase our SKUs?...

Sales team performanceWhether our Sales team work effectively, Do they get many SKUs into many stores?(Penetration), Do they provide stores SKUs for them to reserve? (Reserve)...

Trade team performanceWhether the Trade team display SKUs attractively which drives sales...

Portfolio management Whether many SKUs of the same brands/products are managed, sold effectively...

Ex: Nielsen do quarterly retail audit on washing powder

product. Omo buy it to know the sales situation of Omo

and other competitors.

4 CONSUMER PANEL

SOME CONSUMER PANEL INDEXES- Penetration(%): How many consumer of our product/category in every 100 people.

To increase Penetration: Decrease pack size, sampling, advertising,

sale promotion, distribution... Ex: Nutriboost give free bottles to students in University, Budweiser

develop the restaurant channel to reach new consumer...

- Consumption: How many /much products consumed by one consumer.

To increase Consumption: Increase weight, size of pack,

recommend consumer to increase dose of product use, increase use occasion...

Ex: beside using Chinsu fish sauce as dipping sauce, it can be used to

cook for better taste, having 2 cups of Vinamilk yogurt for healthy body...

- Share of requirement (SOR): in our 100 consumers, how many of

them are loyal to the brand. The higher SOR, the better.

a group of consumers represented for a specific market, which is used to give information about behaviors, perceptions of consumers.

WHYWhy do they buy that product, at that time and at that store?

Ex: Kantar Worldpanel has a consumer panel of 100 households

that gives them periodic information about the household product purchasing behaviors of those households. Take toothpaste, Mom buys 1 tube/month at the super market at the end of month for all members of the family to use.

CO

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WHO Who is buying/using product?

WHAT What do they buy product?

WHERE Where do they buy product?

HOW MUCHHow many/much product do they buy?

WHEN When do they buy product?

5 CONCEPT TESTINGthe process of evaluating consumer response

to a new product, an ad campaign, a new

logo ...before introducing to the market.

Concept boardexplain the new product to

consumers, giving them

enough information

Qualitative QuestionaireIncluding questions relating to the idea and the objective of the test

Result analysisIndicate result and indentify next steps.

Quantitative QuestionaireIncluding questions built on the Qualitative result.

Ex: Does the bottle capture your attention? Do you feel the message is relevant to you? Why do you think it’s not unique? Do you think it’s different from others?...

Ex: Give your mark about the shape of the bottle. Tick the opinions that you feel the most relevant to you...

Ex: Consumer perceived this color does not relate to the product(4/10 point) we need to change the color.The message is too abstract (30% respondents can explain clearly the meaning of the message Revise the message...

6 ADVERTISING TESTINGis a specialized form of marketing research conducted to improve the efficiency of advertising.

Pre-testingdetermines an ad’s effectiveness based on consumer responses, feedback, and behavior.

Campaign pre-testingdetermines a campaign’s effectiveness including creative and media before launching

Post-testingperiodic or continuous monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes.

Ex: Cocacola test the Tết TVC idea before coming to production. The respondent will give their responses, feedback about the content, images...

Ex: Omo test its campaign before launching in term of idea, media...

Ex: After launching the campaign, Aquafina monitors the performance of the campaign through many indexes like brand awareness, trial, usage...

Storyboard is often used

3 T

YP

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Key visual of the campaign is used

Data, charts, tables are established

7 RESEARCH BRIEF

Deadlines & Deliverables Required

• Document describing the need• A guide for a comprehensive proposal• The starting point for marketing research project

ELEM

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Business objective

Research Background

Research Objective

Action Standards

Key information to be Obtained

Respondent Requirements

Key contact

Launch a new beer next year.

X is a market leader of beer product in Vietnam. X has the experiences of 10 years in Vietnam market.

Find the unmet need about taste of consumers to their current beer.

Focus group.

What they like/hate the most about the taste of their current beer? What do they expect about taste of beer?

Man, 18-30 years old, ABC+, drink beer more than 4 times a month.

Report must be submitted no later than 25 May.

Mr. ABC - Marketing Manager - 01202484974

is the extracted BRAND PROMISE.

Brand promise must have 6 parts:• Address important consumer needs• Leverage your organization’s strengths• Give you a competitive advantage

through differentiation• Inspire, energize, and mobilize your

people• Drive every organizational decision,

system, action & process• Manifest itself in your organization’s

products and services

BRAND POSITIONING

BRAND1 Ex: Diana - Liberate the fermininity

Fulfilling human needs

CREATE BUSINESS

VALUE

Capturing Combination

Of

By To

BRANDING2

Ex: PRADA- Capture the dream of self expression as intellectual and creative fashionistas- By providing creative and elegant clothes, accessories and help them show superior taste- To bring profit for business.

Brand positioning is defined to follow 4 rules:

Brand key: a tool to capture a brand’s future desired positioning and what we want to build.

Direction

Focus

Consistency

Inspiration

BRAND POSITIONING3 HOW TO FIND BRAND

POSITIONING4

And must be delivered across the 6P

formula, including: Product, Price, Place,

Promotion, Packaging, Proposition.

4 KEY PRINCIPLES OF EXCELLENT BRAND KEY

Strategic Intent

Focus

Simple

Saliency

1. Root Strengths: The first and leading green tea brand - Cool Down Your Life

2. Competitive Environment: Branded freshing beverages and unbranded ice-tea

3. Target: Young and modern peole (19-25) have urban lifestyle, but embrace traditional goodies and love nature

4. Insight: I believe in balancing: taste-health, body-mind is very important for a good life.

5. Benefits: Emotional: Healthy balance of body and mindFunctional: Refreshing, natural good taste, healthy

6.Values PersonalityValues: Health, Nature, Modern, ConvenientPersonalities: Youngful, Modern, Optimistic, Sociable, Outgoing, Flexible

7.Reason to believe: Made from 100% green tea essence. Green tea has the cooling, comfortable power.

8. Discriminator: Không Đô Green Tea help you feel balance of your life.

9. Essence: Life Balancing

Brandkey Example

Tra Xanh Không Đô

Using an unique idea to deliver our objectives through different media channels

Ex: VENTURE FORTHhttps://www.youtube.com/watch?v=vmOr9I2JxZsThe idea is for entering the new Lurpak Cook’s Range – innovative butter products in a range of formats, designed to facilitate specific recipes. The viewers really experience cooking happening in immense universe. Lurpak’s aim is to establish the range as an indispensable kitchen companion for the nation’s flourishing cooks.

BRAND COMMUNICATION

INTEGRATED BRAND COMMUNICATION (IBC)1

So IBC needs: • Be integrated around a SINGLE idea• Encompass ALL touch points with the

consumer• Exploit the idea across the most

APPROPRIATE channels, and be phased, to meet OBJECTIVES.

• Have planned-in TALKABILITY.

Brand Communication Idea(The big idea which translates the Brand Essence from

the Brand Key)

Campaign Ideas(The single minded creative idea that plays out in all

executions)

Campaign Executions(These cover all of the communications activities)

Share The Happiness Momment

Open Happiness

Share a Coke Happiness Bus

KEY ELEMENTS OF IBC2

HOW TO ORIENT COMMUNICATION IDEA3

COMMON INTEREST- Coming from a shared voice- Something that you can relate to- Being the same shoes

Ex: NEPTUNE - Tết đoan viênTet is family reunion occasion through cozy family meals. Neptune helps family meals more delicious and connects family love.

AN INSIGHT- Finding that real human truth.- Something that people may not know they’re thinking.

Ex: SUNSILK - The Language of HairInsight: Hair caress habit of the girls remarks their unique impression and shows characters, emotion signals and messages inside them.

SPEAKING THE SAME

LANGUAGECommunicating in a way language that our target will get.

Ex: DIANA - Banh beo vô đich

SOMETHING COMPLETELY DIFFERENT

- Going against the category norms- Addressing something in a different way

Ex: OMO – Dirt is good

AUTHENTICShowing real world situations, that people say that could be me.

Ex: Dulux -Personalise your world

Preparation and Briefing

Development of Executions from Idea

Joining Up Business with a Think Big Pack

Production and Local Country Execution

Implementation

DOVE - Real BeautyChallengeBoost interest and belief in brandInsight Phụ nữ la nha phê bình khắc nghiệt nhất đối với bản thân họ. Ideahttps://www.youtube.com/watch?v=XpaOjMXyJGkResultIn the short period of 10 days, Dove spreaded message to billions people, 3 billion media impressions were confirmed.“Real beauty sketches” advertisement reached 1.9 million shares on Facebook, brand passion increased 1000%

TIGER - Tiger UncageChallengeReposition Tiger for Asia market as “The Beer Symbol of Asian”.InsightWe always live in cage of ourselves to satisfy our families and customs around us.Ideahttps://www.youtube.com/watch?v=sZauFnS6WJ0-TVC is 3 stories about 3 peole with 3 different jobs and how they dare to break their cages and get their chance.-Tiger Street Football 2014 Champion-Music festival: Uncage Tiger-Uncage Tiger at Cinema

HOW TO DEVELOP CAMPAIGN IDEA4

CLIENT BRIEF CONTAINS(Written by client, to brief agency)• Business background• Market competition• Consumers• Brand strategy• Marketing plan• Requirement for agency• Budget• Timing

AGENCY BRIEF CONTAINS(Written by agency, to brief creative team)• Get (Target Consumer)• Who (Detailed Target Consumer Profile)• To (Call to what Action)• By (How communicate)

9 COMMON WRONG BRIEFS1. Rumor briefs – verbal brief without any writing down

2. Faceless briefs – brief without facing, easy to

misunderstand

3. Cut, copy & paste briefs – hurried, not thought through

4. Jungle briefs – too much information, not single

minded key message

5. Jargon briefs – dull and full of client jargon

6. Fat briefs (broad objective) – too broad

7. Prison briefs – no creative freedom, too many

mandatories

8. Blind briefs – using fancy words, but impossible to

deliver

9. Warehouse briefs – the brief could be for any brand

THE BRIEF5The Brief drives one point clearly through everything that comes in its path including itself.

Prepare for it

Get it (Idea & Execution)

Feel it

Check it

Spark it

QUESTIONS TO EVALUATE IDEA:- Is it based on an insight?- Does it “release” the message, and speak to the product/ brand truth?- Is it interesting and fresh?- Can it lead to executions in many media?

EVALUATING CREATIVE WORK65

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BRAND ACTIVATION

Marketing objectives

Activation platform

Brand Immersion

Consumer Immersion

A creative theme derived from brandkey vision, that

can well deliver in the Activation Platform, to

achieve the brand’s marketing and communication

objectives.

ACTIVATION IDEA

EXAMPLEBENCHMARKS TO CHOOSE

BRAND ACTIVATION IDEA

Fit with Activation Platform

ABC model:

360 Degree Approach

ATTENTION BRANDING COMMUNICATION

Understand the category as well as the

products: origins, manufacturing

process, functional benefits, strengths and weaknesses…

Define the unique feature associated to brand that make our product DIFFERENT. Among the other attractive products in the a category, why customers have to choose us?

Innovation must come from the INSIGHT

What?

How it happens?

BRAND INNOVATION

Outcomes of Brand Innovation usually are:- Expand brands beyond current category- Launching brands in new territories- Reading new consumer groups- Innovating the core with rapid roll-out

Innovation is to

enhance company’s

competitive advantages to

reach the business objectives, which is

profit in the end.

Business objectives

Profit

WHY?1

PRINCIPLESWhat should be

followed?

Fit within the pre-defined

brand boundaries

Help address the Innovation

Direction

Fit the Brand Strategy

Refresh – Keep existing benefits but refresh the

offer

Compete – Add new benefits to existing offers

Break-through – New-offer/ New benefits

From an airplanemanufacturer to an

automotive manufacturer

PRINCIPLE

TYPES

One-rinse

2 WHY?

RESEARCH ON:Brand, Financial Target, Direction

Description, Benefit platform,

Innovation Program, Scope,

Initiative Areas.

OUTPUT:

Identify Possible Innovation

Initiatives

DEFINE:Launch date, opportunity, trends,

P+L, innovation type.

OUTPUT:

Act as the brief for concept

development.

DEFINE:Name, description, insight, emotional

benefits, reason to believe, visualization.

Structure of the Concept

1. Consumer Insight

2. Benefits & Reason to Believe

3. Summarize the Concept

OUTPUT:Prepare successful concepts for

Innovation Funnel. .

INNOVATION PATH3

B MM D

Benefit Meaningful Mind-opening Differentiation

U R

Uniqueness Relevance CreditabilityAppealing

A CP

Purchase Intent

CRITERIA TO EVALUATE A CONCEPT4

ASSIGNMENT ZeroThanh Thùy – Tường Vy- Kỳ Vỹ