ASSIGNMENT 2.1

TOOLS TO EXPLORE MARKET & CONSUMERS

– MARKET RESEARCH –

NGUYEN NGOC TRAM

APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING

1 TYPES OF MARKET RESEARCH

APPLE SHOULD GO THROUGH

BEFORE LAUNCHING NEW PRODUCT

2 3 RESEARCH BRIEF

TO TEST THE NEW

LAUNCHING PRODUCT

DESK/ SECONDARY RESEARCH PRIMARY RESEARCH/ TESTto have an understand of what consumer

needs/ demand & the trend of the market

to test the result of desk research/ test the

relevance of the new product

A key performance area in secondary research is the full citation of

original sources, usually in the form of a complete listing or annotated

listing.

Secondary sources could include previous research reports,

newspaper, magazine and journal content, and government and

NGO statistics.(source: wikipedia)

Include:1. Concept testing

2. Brand name/ Copy testing3. Product testing4. Commercial eye tracking research (advertisement,

package design, websites, etc. by analyzing visualbehavior of the consumer)

5. Communication testing

6. Marketing-mix testing (as call as Total offer test)

TYPES OF MARKET RESEARCH

APPLE SHOULD GO THROUGH DURING

PRODUCT LIFE CYCLE

APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING

1 TYPES OF MARKET RESEARCH

APPLE SHOULD GO THROUGH

BEFORE LAUNCHING NEW PRODUCT

2 TYPES OF MARKET RESEARCH

APPLE SHOULD GO THROUGH DURING

PRODUCT LIFE CYCLE

3 RESEARCH BRIEF

TO TEST THE NEW

LAUNCHING PRODUCT

GROWTH

MATURITY

DECLINE

BUILDCONCEPT

ANALYSE MARKETSUMMARIZE INFO

DEFINE THE OPPORTUNITY IN

THE MARKET

COME UP IDEA & BUILD

CONCEPT

OVERALL MARKETING MIX TESTING

OVERALL MARKETING MIX TESTING

DEFINE THE OPPORTUNITY IN THE MARKET TO RELAUNCH BRAND

COME UP IDEA & BUILD CONCEPT+ CONCEPT TESTING

OVERALL MARKETING MIX TESTING

DESK RESEARCH

QUALITATIVE RESEARCH

EVALUATECONCEPT

CONCEPT TESTING

QUALITATIVE& QUANTITIVE

RESEARCH

QUALITATIVE

& QUANTITIVE OF TOTAL

OFFER RESEARCH

QUALITATIVE& QUANTITIVE

OF TOTAL OFFER

RESEARCH

DESK

RESEARCHQUALITATIVE

& QUANTITIVE RESEARCH

QUALITATIVE& QUANTITIVE

OF TOTAL OFFER

RESEARCH

APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING

1 TYPES OF MARKET RESEARCH

APPLE SHOULD GO THROUGH

BEFORE LAUNCHING NEW PRODUCT

2 3 RESEARCH BRIEF

TO TEST THE NEW

LAUNCHING PRODUCT

TYPES OF MARKET RESEARCH

APPLE SHOULD GO THROUGH DURING

PRODUCT LIFE CYCLE

RESEARCH BRIEF FUNDAMENTAL ELEMENTS FOR A RESEARCH BRIEF:

GENERAL PART OF A BRIEF Date Client’s information (name, contact,…) Name of project, with short description Brief accepted confirmation

DETAILED PART OF A RESEARCH BRIEFMarket & strategic overview Background context & Role of Research Objectives Suggested approach & Research target(s) (as consumer target/ consumer segmentation) Action standard Reporting requirements Timing Budget Existing research or orther information/ materials for reference.

Source: http://www.ed.ac.uk/polopoly_fs/1.16492!/fileManager/writing-a-market-research-brief.pdf