market research for decision makers
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MARKET RESEARCH FOR DECISION MAKERS. Prepared for: MARCOM Prepared by: TRAN NGOC DUNG . May, 2005. BUSINESS ORIENTED RESEARCH TOOLS. D esk research Q ualitative U sage & Attitude study (U&A) S egmentation research. Market / category analysis Consumers’ needs & insights - PowerPoint PPT PresentationTRANSCRIPT
MARKET RESEARCHFOR DECISION MAKERS
Prepared for: MARCOM
Prepared by: TRAN NGOC DUNG May, 2005
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BUSINESS ORIENTED RESEARCH TOOLSConceptdevelopmentSales forecasting& launchingProductdevelopmentDesk researchQualitativeUsage & Attitude study (U&A)Segmentation researchConcept testProduct testPackaging testPricing studyAd pre-testAd post-evaluationTest marketingBrand trackingDistribution checkCustomer Satisfaction Index (CSI)AdvertisingdevelopmentMarket / category analysis Consumers needs & insightsCompetitors analysis
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STRATEGIC DECISIONS Positioning & imageryDistributionAdvertisingevaluationCategoryanalysisCustomer satisfaction(CSI)Product value Brand health
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BRAND HEALTH DIAGNOSIS%Total awarenessTrialCoverage (weighted)Share of usageConversion rate BRAND BBRAND ABRAND CBRAND D54%56%13%71%
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REAL PRODUCT QUALITYN =200N=200N=200N=200N=100N=100N=100N=100Mean score3.373.623.143.16N=100TOTAL HCMCHANOIN=100N=100N=1003.243.613.063.283.503.633.233.04
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BRAND IMAGERY MAPPINGThis brand perceptual mapping uses correspondence analysis tool to place different brand on a perceptual map which helps to see relative position of each brand against others in customers mind. Then, this could reveal which brand is owning which segment of needs and which brands are direct competitive to a certain brand. This helps with decisions on enhancing, adjusting, or re-positioning brand.
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Chart1
-0.1056442952-0.2469740378
0.26507618040.0517118776
-0.1098809222-0.0304154596
0.047520660.2005032285
0.0030214049
0.0830708204
-0.0094224506
0.0645449197
0.114
-0.1259486183
-0.0529908891
-0.0357849052
-0.2412881334
0.0634519453
0.0288976575
0.2774538205
0.0205692514
0.0259786343
-0.071759346
-0.1632576344
0.1403821059
-0.0616549935
-0.1011357179
BRAND D
BRAND C
BRAND A
BRAND B
Natural fragrance
High product quality
Affordable price
Anti dandruff effectively
Brings refresh feeling
Smooth
Impressive fragrance
Stylish fragrance
Successful
Attractive
International
Reliable brand
Nourishing scalp
A-0020
TABLE 20 Attribute
BASE: RESP.
FILTERS: Co
Q21.Brand
Natural fragrance45123836
Premium packaging15235963
High product quality24195564
Affordable price40343153
Anti dandruff effectively28142236
Always innovative26172135
Brings cool feeling for scalp24173945
Brings refresh feeling19194157
Confident5154561
International11126051
Smooth24143746
Impressive fragrance9114961
Premium fragrance566145
Characteristic fragrance6144151
Pleasant fragrance36254356
Modern fragrance4223655
Long lasting fragrance11124465
Unique fragrance10154549
Perfume fragrance595257
Charming fragrance664846
Masculine8235779
Reliable brand1394866
Nourishing scalp36153441
RESP.8065150173
XLSTAT - Correspondence analysis / Started on 29/3/2005 at 4:19:40 PM
Data range : Workbook = A-0020.CSV / Sheet = A-0020 / Range = $A$10:$E$33
Testing hypothesis of independence between rows and columns :
Chi-square distance on data = 304.8415 ~ degrees of freedom = 66
Corresponding probability : 0.0000
Limit Chi2 for the chosen confidence range = 85.9649
Using this test one should reject the hypothesis of independence
Eigenvalues and corresponding inertia :
Eigenvalues123
Values0.08300.01500.0037
inertia %82%15%4%
cumulative %82%96%100%
Column-profiles coordinates on factorial axes :
WeightInertiaNormalized Inertia123
Komachi0.13670.06370.62560.6740-0.1056-0.0195
Racing0.12120.01280.12620.16540.26510.0915
Romano0.33640.01640.1614-0.1841-0.10990.0533
X-men0.40580.00880.0869-0.12370.0475-0.0649
Row-profiles coordinates on factorial axes :
WeightInertiaNormalized Inertia123
Natural fragrance0.04380.01610.15840.5543-0.2470-0.0064
Premium packaging0.05350.00120.0114-0.10350.05170.0908
High product quality0.05360.00010.00080.0251-0.03040.0014
Affordable price0.05240.01290.12690.45040.20050.0557
Anti dandruff effectively0.03310.00630.06230.43210.0030-0.0703
Always innovative0.03310.00640.06260.43060.0831-0.0139
Brings cool feeling for scalp0.04160.00130.01230.1709-0.00940.0284
Brings refresh feeling0.04510.00020.00240.02880.0645-0.0179
Confident0.04220.00350.0349-0.27280.1140-0.0280
International0.04510.00290.0284-0.1994-0.12590.0927
Smooth0.04030.00130.01240.1670-0.0530-0.0246
Impressive fragrance0.04350.00270.0268-0.2384-0.0358-0.0675
Premium fragrance0.03930.00810.0796-0.3681-0.24130.1123
Characteristic fragrance0.03750.00210.0206-0.22790.06350.0051
Pleasant fragrance0.05330.00480.04720.29760.02890.0253
Modern fragrance0.03880.00490.0480-0.21820.27750.0348
Long lasting fragrance0.04440.00200.0194-0.17060.0206-0.1220
Unique fragrance0.04000.00110.0104-0.14860.02600.0601
Perfume fragrance0.04120.00470.0467-0.3308-0.0718-0.0265
Charming fragrance0.03540.00420.0409-0.3014-0.16330.0053
Masculine0.05560.00420.0415-0.23690.1404-0.0152
Reliable brand0.04530.00250.0243-0.1803-0.0617-0.1356
Nourishing scalp0.04210.00830.08190.4329-0.1011-0.0151
Column Contributions
to factorial axes inertia
123
Komachi0.74790.10160.0139
Racing0.03990.56700.2720
Romano0.13740.27050.2558
X-men0.07480.06100.4584
Row Contributions
to factorial axes inertia
123
Natural fragrance0.16200.17770.0005
Premium packaging0.00690.00950.1183
High product quality0.00040.00330.0000
Affordable price0.12820.14040.0435
Anti dandruff effectively0.07440.00000.0438
Always innovative0.07400.01520.0017
Brings cool feeling for scalp0.01460.00020.0090
Brings refresh feeling0.00050.01250.0039
Confident0.03780.02500.0089
International0.02160.04760.1036
Smooth0.01350.00750.0065
Impressive fragrance0.02980.00370.0531
Premium fragrance0.06410.15220.1327
Characteristic fragrance0.02350.01010.0003
Pleasant fragrance0.05690.00300.0092
Modern fragrance0.02220.19880.0125
Long lasting fragrance0.01550.00120.1769
Unique fragrance0.01060.00180.0386
Perfume fragrance0.05430.01410.0077
Charming fragrance0.03880.06290.0003
Masculine0.03760.07290.0034
Reliable brand0.01770.01150.2231
Nourishing scalp0.09510.02870.0026
Squared cosines of angles
between Column vectors and axes
123
Komachi0.97520.02400.0008
Racing0.25800.66300.0791
Romano0.69450.24740.0582
X-men0.70280.10370.1936
Squared cosines of angles
between Row vectors and axes
123
Natural fragrance0.83430.16560.0001
Premium packaging0.49510.12360.3813
High product quality0.40400.59480.0012
Affordable price0.82410.16330.0126
Anti dandruff effectively0.97420.00000.0258
Always innovative0.96310.03590.0010
Brings cool feeling for scalp0.97020.00290.0268
Brings refresh feeling0.15630.78320.0605
Confident0.88490.10580.0093
International0.61930.24700.1337
Smooth0.89090.08980.0193
Impressive fragrance0.90680.02040.0727
Premium fragrance0.65670.28220.0612
Characteristic fragrance0.92760.07190.0005
Pleasant fragrance0.98360.00930.0071
Modern fragrance0.37840.61200.0096
Long lasting fragrance0.65520.00950.3353
Unique fragrance0.83760.02560.1368
Perfume fragrance0.94920.04470.0061
Charming fragrance0.77290.22680.0002
Masculine0.73790.25910.0030
Reliable brand0.59430.06950.3362
Nourishing scalp0.94720.05170.0012
CRITICALDIFFERENTIATORSECONDARYDIFFERENTIATORLESS RELEVANTCATEGORY PREREQUISITEPOSITIONING CHOICE MAP
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Chart1
10.237521.05197.0256.8755.710.77515.1521.421.9511.3522.7523.818.0259.47516.421.42517.2523.7520.326.32523.058.075
Natural fragrance
Premium packaging
High product quality
Affordable price
Anti dandruff effectively
Always innovative
Brings cool feeling for scalp
Brings refresh feeling
Confident
International
Smooth
Impressive fragrance
Premium fragrance
Characteristic fragrance
Pleasant fragrance
Modern fragrance
Long lastin fragrance
Unique fragrance
Perfume fragrance
Charming fragrance
Masculine
Reliable brand
Nourishing scalp
Importance
Differentiation
Total
XKomachiRacingRomanoX-menAverageKomachiRacingRomanoX-menAbsoluteKomachiRacingRomanoX-menXY
1.Mui huong tu nhien35Natural fragrance4512383632.77512.225-20.4755.2253.02512.22520.4755.2253.02535101Natural fragrance
2.Co bao bi cao cap/sang trong13Premium packaging1523596340.1-25.1-1719.222.925.11719.222.913212Premium packaging
4.Co chat luong tot45High product quality2419556440.15-16.35-21.6514.5523.4516.3521.6514.5523.4545193High product quality
6.Hop tui tien27Affordable price4034315339.2750.725-5.475-8.57513.3250.7255.4758.57513.3252774Affordable price
7.Loai bo gau hieu qua35Anti dandruff effectively2814223624.7752.725-10.975-2.77511.0252.72510.9752.77511.0253575Anti dandruff effectively
8.Luon doi moi6Always innovative2617213524.81.5-7.9-3.59.91.57.93.59.9666Always innovative
9.Mang lai cam giac mat da dau27Brings cool feeling for scalp2417394531.125-7.325-14.2257.57513.9757.32514.2257.57513