market research for decision makers

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