market research for decision makers

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Prepared for: MARCOM Prepared by: TRAN NGOC DUNG MARKET RESEARCH FOR DECISION MAKERS May, 2005

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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 Presentation

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Page 1: MARKET RESEARCH FOR DECISION MAKERS

Prepared for: MARCOM

Prepared by: TRAN NGOC DUNG

MARKET RESEARCHFOR DECISION MAKERS

May, 2005

Page 2: MARKET RESEARCH FOR DECISION MAKERS

Conceptdevelopment

BUSINESS ORIENTED RESEARCH TOOLS

Sales forecasting& launching

Productdevelopment

Desk research

Qualitative

Usage & Attitude study (U&A)

Segmentation research

Concept test

Product test

Packaging test

Pricing study

Ad pre-test

Ad post-evaluation

Test marketing

Brand tracking

Distribution check

Customer Satisfaction Index (CSI)

Advertisingdevelopment

Market / category analysis Consumers’ needs & insights

Competitors’ analysis

Page 3: MARKET RESEARCH FOR DECISION MAKERS

STRATEGIC DECISIONS

Positioning & imagery

DistributionAdvertisingevaluation

Categoryanalysis

Customer satisfaction

(CSI)

Product value

Brand health

Page 4: MARKET RESEARCH FOR DECISION MAKERS

BRAND HEALTH DIAGNOSIS

%

Total awareness

Trial

Coverage (weighted)

Share of usage

Conversion rate

70

10

80

578

88

90

45

80

6744

97

BRAND BBRAND A BRAND C

50

24

34

3420

44

BRAND D

40

14

26

4512

74

54% 56% 13% 71%

Page 5: MARKET RESEARCH FOR DECISION MAKERS

10 4 10 9 12 14 9 7 3 6 10

1211

25 1512

22 2410 11

2226

2520

21 1922

18

1611

2921

2526

39 37 3743

3944 38 52

39 30

9 11 13 9 12 17 13 9 10

6

22

3848

15 17 21Definitely like

Like

Neither

Dislike

Definitely dislike

N =200 N=200 N=200 N=200 N=100 N=100 N=100 N=100

Mean score 3.37 3.62 3.14 3.16

N=100

TOTAL HCMC HANOI

“REAL” PRODUCT QUALITY

N=100 N=100 N=100

3.24 3.61 3.06 3.28 3.50 3.63 3.23 3.04

FORM 1 FORM 2 FORM 3 FORM 4 FORM 1 FORM 2 FORM 3 FORM 4 FORM 1 FORM 2 FORM 3 FORM 4

Page 6: MARKET RESEARCH FOR DECISION MAKERS

BRAND IMAGERY MAPPING

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 brandNourishing scalp

-0.3

-0.2

-0.1

0

0.1

0.2

0.3

0.4

-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8

This 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.

Page 7: MARKET RESEARCH FOR DECISION MAKERS

Natural fragrance

Anti dandruff effectively

Brings refresh feeling

Masculine

Fffff f f ff f f ff f f f ff

Hhhhhhhhhhhhh

Affordable priceAlw ays innovative

Mcccccccccccccccc

ConfidentInternational

Smooth

Iiiiiiiiiiiiiiiiiiiiiiiiiiiiii

Premium fragrance

Stylish fragrance

Pleasant fragrance

Modern fragrance

Long lasting fragrance

Uxxxxxxxxxxxxx

Cccccccccccc

Kkkkkkkkkkkkkk

Reliable brand

Nourishing scalp

0

5

10

15

20

25

30

0 5 10 15 20 25 30 35 40 45 50 55 60 65

Importance

Diffe

rent

iatio

n

CRITICALDIFFERENTIATOR

SECONDARYDIFFERENTIATOR

LESS RELEVANTCATEGORY

PREREQUISITE

POSITIONING CHOICE MAP

Page 8: MARKET RESEARCH FOR DECISION MAKERS

BRAND IMAGE ON CRITICAL CONSUMERS’ NEEDS

3513

4527

356

2727

237

2631

1223

397

371114

658

2321

4

193

836

4

3322

6

7111

1734

0 20 40 60 80 100

%

Brand C

Brand A

Brand D

Brand B

AaaaaaaaaaaaaaaaaReliable brand

MasculineCharming fragranceRrrrrrrrrrrrrrrrrrrrrrrrrrr

Unique fragranceLong-lasting fragrance

BbbbbbbbbbbbPleasant fragrance

YyyyyyyyyyyyyyyyyyPremium fragrance

Impressive fragranceSmooth

InternationalConfident

CcccccccccccccccBrings cool feeling for scalpMmmmmmmmmmmmmm

Anti dandruff effectivelyAffordable price

High product qualityUuuuuuuuuuuuuuuuu

Natural fragrance

Page 9: MARKET RESEARCH FOR DECISION MAKERS

DISTRIBUTION CHECK – POSM EFFECTIVENESS

35

93

97

45

5

12

74

6

0 10 20 30 40 50 60 70 80 90 100

Brand C

Band A

Brand B

Brand D

Nhãn hiệu bánchạy nhất trong 3tháng qua

Nhãn hiệu cóbán tại hiệuthuốc

50

50

83

10

0 10 20 30 40 50 60 70 80 90 100

Brand C

Band A

Brand B

Brand D POSM availability

Page 10: MARKET RESEARCH FOR DECISION MAKERS

CUSTOMER SATISFACTION INDEX (CSI)

LONG RELATIONSHIPLONG RELATIONSHIP

RETAILERSRETAILERSCSICSI

COMMISSION

CREDIT

CREDIBILITYCREDIBILITY

CONSISTENCYCONSISTENCY

PROMOTIONPROMOTION

GOOD COMMUNICATIONGOOD COMMUNICATION

ORDER

TRUCK

CUSTOMER SERVICE

FEEDBACKFEEDBACK

BONUS

KNOWLEDGEKNOWLEDGE

COMPETENCECOMPETENCE

MARKET PULL

HIGH QUALITYHIGH QUALITY

51

38

87

60

77

34

51

75

26

BRAND ABRAND BBRAND C

85 84 80 76 60

85 80 73 72 56

85 80 80 72 53

BRAND D

100877864

69MONEY

PRODUCTPRODUCT

IMAGEIMAGE

SALES REPSALES REP

DELIVERYDELIVERY8574737169

44

88

31

54

8076757271

97

31

64

84

82 81 81 81 72

80 80 72 67 63

80 80 70 68 60

73 72 68 60 60

72 72 64 60 53

80 72 70 66 60

32

82

54BRAND E

51

7773716964827872706092878679797672716865

80 68 68 60 60

88 83 80 76 60

100 93 90 84 70

79 70 66 64 63

82 72 67 64 60

75 72 72 67 60

83 80 76 72 60

Page 11: MARKET RESEARCH FOR DECISION MAKERS

76

8177

75 75

88

83

6967

72

63

838381 82

74

92

87 86

66

8076

80

83

7574

8083

7875

50

60

70

80

90

100

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr - 2003

Overall retailerindex

Margin

Credit

Product

Corporate care

Salesrepresentative

CSI TRACKING

Page 12: MARKET RESEARCH FOR DECISION MAKERS

CATEGORY MONITOR

0

20

40

60

80

100

120

140

2000 2001 2002 2003 2004

Digital camera

Traditional carmera

Market value

Page 13: MARKET RESEARCH FOR DECISION MAKERS

CATEGORY GROWTH

10%

55%

8%

27%Brand A

Brand B

Brand C

Brand D

Page 14: MARKET RESEARCH FOR DECISION MAKERS

4 KEY DIMENSIONS FOR AD EVALUATIONB

RA

ND

ING

CO

MM

UN

ICA

TIO

NFA

ST S

AL

ES

AW

AR

EN

ESS

Page 15: MARKET RESEARCH FOR DECISION MAKERS

ABOUT INSTRUCTOR

Mr.Trần Ngọc Dũng Research Director FTA market research

– 18 Nguyen Huu Canh street– Binh Thanh District– HCMC

Phone: 840 7346 Fax: 899 5079 Mobile: 0903 001 081 Email: [email protected] Website: www.FTAresearch.com