THANH AN – ĐỨC HIỆP – ÁI LÂM

ASSIGNMENT 3.1

3 LEVELS OF

CONSUMER INSIGHT

FUNCTIONAL NEED

EMOTIONAL NEED

ASPIRATIONAL NEED

It is only about a benefit

based on a product

attributes/ features that

provides functional utility and

benefit to the customers =>

Serve the basic needs of

customers

Come from psychological

emotion like : Fear, Hope,

Pleasure, Sadness => Brand

creates a great experience for

them, make brand’s lifestyle and

value fit for them

Come from Believe, Faith and Ritual..=>

They become outspoken fan and would

never switch their brand. Brand creates a

symbol of self-expression for them

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>> What’s wrong with functional need?

- Absolutely nothing.

But….

- The challenge is to select functional benefits that will ‚hit the spot‛

and make a connection with the customer.

- How many functional benefits are there left that can do this? They

are mostly generic.

>> What are limitations of functional benefit?

Functional benefits based on product attributes:

- Fail to differentiate

- Can be copied

- Assume a rational decision maker

- Restrict brand extensions

As a housewife, I often face with hard to

remove oil on dishes so I want a dish

washing liquid that helps me clean dishes

in a much easier way.

As a busy person, I always

look for inspiration for

creativity so that I can

gain more success in

career.

>> What are strengths of emotional benefit?

- Emotional benefits add richness and depth to the experience of

owning and using the brand They enable brand differentiation in a

cluttered over-communicated market

>> What are limitations of emotional benefit?

- Consumer may like your brand but still not love so they are still not

brand’s loyalists

>> FUSING FUNCTIONAL & EMOTIONAL BENEFITS

- The strongest brands have both functional and emotional benefits

as part of their value proposition

Ex:

- Pantene: Adds emotional benefit ‚You will look and feel terrific‛ to

functional benefit ‚For air that’s thicker and fuller‛, very successfully

throughout its range.????

>> How to remain this position?

- Balance functional benefits, emotional benefit, self – experesive

benefit and build TRUST to customer

>> Ex:

- Huda beer: ‚Khơi dòng cảm xúc‛:

As a person from central region, I always want to embrace the pride

of where I was born, drinking beer made from my own hometown is

a way for me to express that pride in front of many people

- Barbie doll: ‚Any thing is possible‛:

I have many dreams and always wish to make them come true. Doll

is my closet buddy as when being with her, all my dreams are no

longer an imagination

Benefit adds

more

Values

A STRONG BRAND

= Functional benefits+ Emotional benefits + Self-expressive

benefits

GOOD INSIGHT

TO BUILD

POWERFUL BRANDS

HOW TO FIND

CONSUMER INSIGHT

>> From a Key Observation which we can dig deeper to get an Consumer Understanding by asking WHY.

OBSERVATION

a truth about how things are

↓

the truth can come from research or own experience

regarding peoples beliefs, values, attitudes or

behavior

↓

what they think, feel, or do in connection to a

product/service, a brand, a category or in life where

it is relevant

UNDERSTANDING

a new realization or meaning within the brand context

↓

stimulated by the observation

↓

understanding something which we did not understand

before seeing something in a whole new light

understanding something has a new role in peoples

lives ‘untaking’ something for granted

Why What they think?

they say?

they do?

they think that?

they say that?

they do that?

is that important?

>> By asking WHY, we can get a consumer insight:

To gain the understanding of

what business can do to satisfy

consumer need & want in

different and competitive way.

To understand why our

consumers do that based on

the way they think and do.

To get information about our

consumers, know what they

think and do.

Why

HOW TO FIND

CONSUMER INSIGHT

THE SNEAKER CASE

New understanding / meaning

within the brand context

Have you noticed that“ when you

get really hungry you become

restless and angry?

Hunger has psychological and

emotional consequences that affect

the way I behave

Observation / truth

Consumer Insight: Every time I get hungry, I want a product which can help me quickly

overcome the bad emotional consequences that affect the way I behave.

Have you noticed that“

behind every great athlete

there are parents which have

worked just as hard as so that

he/she would succeed?

In contrast to the athlete’s

investment, the huge

investment by my moms is

usually unnoticed or less

appreciated, they don’t get

the credit they deserve.

Why

New understanding /

meaning within the

brand context

Observation / truth

HOW TO FIND

CONSUMER INSIGHT

THE P&G CASE

CONSSUMER INSIGHT

EXPLORATION TECHNIQUES

1

2

Sentence Complete

4

5

6

Word Associations Ask consumers their thoughts and perceptions about brand

Collage Building Ask consumers their thoughts about brand’s image

Ask Why they think that

>> Ex: What do you think of Pepsi? – Blue, Youth and enthusiasm

What do you think of Heineken? – Green, star and night party

Personification Let consumer imagine of brand as a human

Then ask how they think and feel about that ‚human‛ : its personality, its strengths, its weaknesses“

>> Ex: Romano – An Italian men of elegance, luxury and refinement

X-men – A modern ‚real‛ man of power and gallant

Third party projection Compare the third party and your brand to find out clearer consumer thoughts of your

brand

Plan Exercise Let consumer imagine of brand as a planet

Then ask their first – sight impression with the brand, their feelings and their perceptions of brand’s color and citizens

>> Ex: Close-up – A cold planet covered by Ice-Berge, their citizens are young, energetic, confident and dare to take

challenges

Colgate – A planet of peace and happiness, their citizens are healthy and have balance live

3

HOW IS A GOOD INSIGHT?

>> A good insight is built on four elements:

• Fundamental truth,

• Category specific,

• Deep emotional drivers,

• and Personal.

>> Ex:

Knor: Good food is the glue of life (Including

Fundamental truth) whether we are preparing, eating

or sharing it (Category specific), good food can

enhance our everyday life and transform the way we

(Personal) feel (Deep emotional drivers).

HOW TO GET A DEEP EMOTIONAL DRIVER?

>> By finding for a tension/ conflict of consumer:

>> WHAT IS A TENSION/ CONFLICT?

• when people experience conflicts, they experience tension, frustration, discomfort,

guilt, ‘inner drama’, so they search for something or someone that might help them

• therefore, identifying conflicts can lead to the creation of a brand idea which is relevant and meaningful to people

and their lives

• inspires an idea which ignites emotional investment

>> HOW TO FIND A TENSION/ CONFLICT?

HOW IS A GOOD INSIGHT?

bring to mind the brand idea, its purpose,

the values it represents;

think about why, where, when and how

it is used, or could be used;

consider who’s using it and who’s not using it

but could;

are there any conflicts there resulting in

frustrations, discomfort, tensions, etc.?

Needs

Behavior

Beliefs / Views /

Values

Wants/ Desires

Emotions

>> Ex:

Desire to feel beautiful

vs.

Strong self criticism

internal conflict: desire to

get something new

vs.

attachment to something

old http://www.youtube.com/watch?v=I07x

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MARKETING PROCESS

Consumer Insight

Brand Innovation

Brand Positioning

Brand Communication Portfolio Planning

Brand Activation

Trade Marketing

Insight is the guiding principle for all marketing activities such as

Brand positioning, Brand communication, Brand activation, Portfolio planning, Innovation, Trade marketing

Analyze macro environment

(PESTEL)

Micro environment

(5Cs)

S-T-P

Marketing mix Bra

nd

inn

ov

atio

n

- Brand Positioning - Portfolio Planning

- Trade Marketing

- Brand Innovation

- Brand Communication - Brand Activation

WHERE DID CONSUMER INSIGHT BE USE IN MARKETING PROCESS

Female, 20 – 35, B+ She is a discerning, stylish woman that takes charge of her own image and knows what works for her. A woman with a unique style, poise and purpose

Beautiful hair like washing hair in

Salon, just at home but affordable

TRESemme is of premium quality which is why professionals trust it in high demanding and stressful places like the backstage of a fashion week.

- Premium hair brand from USA since 1947 - Be used by the top hair stylists in the world. - Contain Protein, Keratin

To WHOM What NEED DIFFERENT

by RTB

BRAND POSITIONING

https://www.youtube.com/watch?v=Bxkw5Otw-xU

As a young women, I always wanted to own a

gorgeous hair like "salon standards“ but going to

salon to washing hair every day just a story in a dream

because of no have time and money

IT COMES FROM

CONSUMER INSIGHT

PRICE I want to have a gorgeous hair like “Salon standard” everyday but affordable

PACKAGING The Premium image

PROMOTION Official Hair Sponsor of Vietnam Next top Model, Vietnam Fashion Weeks

PLACE •Present in all major Super/Hyper chain

•Present on e-commerce stores like Tiki, Zaloza to ease consumer convenience •Premium in Mass

Each Brand has different views on consumers expressed by consumer insight

This is the beginning for the difference in the brand positioning strategy.

Consumer Insight is the key to build competitive positioning models.

* PORFOLIO PLANNING

https://www.youtube.com/watch?v=r-DQWEajktE

CONSUMER INSIGHT: “I want make a gorgeous hairstyle

but because my hair had gone several styling so it is in

a state of damage and ease shedding. So I need a

shampoo help restore damaged to me unleash create

the desired hairstyle”

SOLUTION: TRESemmé Platinum Strength will help

reverse the look of up to two years of damage*, and

enhance the natural protective layer to smooth shiny

hair.

•BRAND COMMUNICATION

https://www.youtube.com/watch?v=21tnyhNSoog

Consumer Iinsight: I want to have a hairstyle like the

models on the catwalk but I do not know how to do it.

SOLUTION: the campaign shows step by step how

professional stylists create ponytail hairstyle for

currently famous model of the contest. This hairstyle is

a very simple to apply but still create a modern and

bold image for model on catwalk. That’s why girl can

easily create this hairstyle on their own in daily life but

still gain professional image of their admiring idol.

•TRADE MARKETING

Tresemme suggests hairstyle trends to young women at

supermarkets

Solution: "On each price list, Tresemme are given more

information about the shampoo suitable for each hair

type helps buyers easily choose At the same time, each

with a counselor about the current hair trends in POPs”

• BRAND ACTIVATION

https://www.youtube.com/watch?v=R4zjf54O34g

TOP FASHION SHOW 2014

CONSUMER INSIGHT: Beautiful hair is an important factor

creating beauty perfect for the whole outfit

* BRAND INNOVATION

https://www.youtube.com/watch?v=5eUWqh7ElXc

CONSUMER INSIGHT:

I want to try the product or bring the times of going

away so I need a small size package

SOLUTION: Tresemme had big pack handy