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

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

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

STRATEGIC DECISIONS
Positioning & imagery
DistributionAdvertisingevaluation
Categoryanalysis
Customer satisfaction
(CSI)
Product value
Brand health

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%

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

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.

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

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

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

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

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

CATEGORY MONITOR
0
20
40
60
80
100
120
140
2000 2001 2002 2003 2004
Digital camera
Traditional carmera
Market value

CATEGORY GROWTH
10%
55%
8%
27%Brand A
Brand B
Brand C
Brand D

4 KEY DIMENSIONS FOR AD EVALUATIONB
RA
ND
ING
CO
MM
UN
ICA
TIO
NFA
ST S
AL
ES
AW
AR
EN
ESS

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