YOUNG MARKETER – ELITE PROGRAM 3

ASSIGNMENT 3.1 – CONSUMER INSIGHT (2)

Thanh Thùy – Thanh Vy – Thiên Vân

Insight is penetrating understanding that hooks the brand into

consumer’s need and want

Based on Maslow hierarchy, they have many levels That’s

why

Insight has many level and can be explored from many

angles

INSPIRATIONAL INSIGHT

FUNCTIONAL INSIGHT

EMOTIONAL INSIGHT

From the functional benefit that the brand can satisfy

From the emotional benefit that the brand can satisfy, reflect how

consumers feel if they use

From spiritual inspiration of the consumer as they always desire or

dream of

I want a milk product that

can protect my child’s

health from the inside

I want to be a good mom,

which expresses by which

product I choose for my

child

People don’t know

exactly how much water

that they drunk => “4

chai 2 lít 1 ngày”

Choosing water brand to

drink is also to show who you

are, how style you chose

=> Aquafina & fashion

Note: according to Brand love curve, you should check

your brand health to know where you stand, to decide

how deeply you should explore your consumer’s

insight.

More competitive the category is,

deeper the insight should get

As a mom, I want my child

playing a lot to experience

the most, while his health is

surely protected.

N/A

I want my teeth clean

and breath so fresh.

I want to get close to my

partner to show my love.

Love needs confidence,

but Vietnamese youth

lacks it => “get confidence

in love with close-up”.

CONSUMER INSIGHT’S LEVEL

1. Common things sharing among

customer.

M&M: my chocolate easily melts on my

hand -> chocolate is covered by sugar

2. Hobby/Everyday problems.

Wearing helmet make my hair get

dandruff

3. Beliefs and attitudes.

Tide: truly white means

truly clean.

Bucamita: I believe fish is always good for

health

4. Emotions and sensations.

British Airways with campaign “Magic of

flying” (link below)

“When I see plane flying in the sky, my

childhood comes back to me”

5. Social and individual self

Saigon special – I was in tough situation,

but I tried my best to be successful now,

which makes me feel proud of my self “bạn

không cao nhưng người khác phải ngước

nhìn”

6. Philosophy – fundamental nature of

reality, existence that everyone know but

easily forget. Dove – I believe the real beauty is beauty

for real without artificial factor

“DOVE - TRUE BEAUTY”

Nike: I want to win

myself and reach self-

belief to do what I

want

6 ANGLES TO SEE THE INSIGHT

Finding Insight is

seeking the deep

reason why there is a

gap between what

consumers think and

do.

Ex:

Beef price increases, vegetables price dereases.Normally think: buy less beef, more vegetablesDo: buy less beef, less vegetables.Why? I think that beef is luxury and vegetables is popular, vegetables price increasing makes me feel my poverty and buy less both of them .

Insight can be found if we accept there

is no gap between “we” and “they”

Before finding consumerBe a curious child and

get rid of assumption by defining what we actually know and unknow

PROCESS for

Finding Insight● Observation

Ex: Motorcycle insurance is bought with very cheap price 15.000 VNĐ/year in area which the police usually check upInsight: I need motorcycle insurance as a tool to cope with the police.

● Information (fact, market research report...)Ex: 80% women want to have a beautiful kitchen.Insight: A beautiful kitchen makes me inspire to cook delicious dishes for my beloved family.

● Drilling down from business problem: - Barrier to purchase (Cost, Ease, Interface)- Perception of value (what consumer think of product...)- Category/Competitor issue (trend decreasing in category,

strong competitor…) - Product/service characteristics (what you do better for

consumer)

• ASKING- Digging deeper by asking why, so what, what if, why is that

important...Ex: The women always make effort to keep their skin white.

Why? White skin makes me good-looking.Why is that important? A person having white skin show that they are brilliant and have affluent life.Insight: I want to be more beautiful by having white skin because I believe that white skin will help them to gain confidence and have a brighter life.

Collect what we explore new understanding about consumer

ConnectPick up and synthesize what we know about consumers

Craft and choose

winning insight

Methods and ExamplesFINDING INSIGHT

Oh! x It’s me → Good insight

…Fresh

…Exciting…Deeply penetrate in consumers’mind

…Actionable

But how do we know that is GOOD INSIGHT

In general...

…Single-mindedEx: OMACHI

Instant noodle is a delicious and convenient food. But eating it makes my body hotter and acne appear easily.

I need a kind of good instant noodle which is not harmful for my facial skin.

https://www.youtube.com/watch?v=OQtXwRnsfC8

Good insight can come from inconvenient truth - a deeply felt human truth that bonds consumers to our brand

Ex: Although that is stressful to do multitasks in a short time, I clearly perceive that pressure makes me improved in

my work.

…just only your brand can satisfy

Insight for brand idea is strong, endurable and

inspired enough to build brand in long-term and we

can brainstorm lots of ideas for every proposition.

Ex:

Let’s colour

https://www.youtube.com/watch?v=4vhj1vMjCuE

Personalise your world

https://www.youtube.com/watch?v=WX27DR0tokE

Good insight for BRAND IDEA : having 4 elements

My home and surroundings have a

powerful influence on how I think, feel,

and live.

So I feel inspired when they reflect who I

am – and by painting them I can even

become who I want to be.

• Link to brand essence and consistent to

communication idea

• Forget extreme-tones communication and create

messages that can resonate with consumer.

• Show the another deep angle that widen

experence for target audience

Good insight for ADVERTISING IDEA

Ex:

Hexos Candy presents its role as returning your voice

when you feel uncomfortable in your throat.

But with the muted, Insight “For once in my life, I

dream of being heard my voice ”

Campaign Voice for all

https://www.youtube.com/watch?v=7OXc4PEc_ek

Fundamental truth

Deep emotional drivers

Category specific

Personal (I,me)

DISCOVERY

STRATEGY

MARKETING MIX

IMPLEMENT

&

CONTROL

THE MARKETING

PROCESSThe whole Marketing process is very

complicated, step-to-step from

company business goal to after the

end of every campaign. In general,

marketers should follow the basic

marketing process below

MISSION

Clarify the reason why brand exists

and the benefit it can provide target

consumers over the long term

In other words, it anticipates the future

and role of brand’ products

Analyze the situation and research

the market to discover the white

space that matched brand

capacities in order to satisfy the

customer unfulfilled needs

Set your promise by establishing

marketing strategy plan to pursue the

mission and opportunities,

that involves:

Segmentation

Targeting

Positioning

Make decision base on these

marketing mix ingredients

(4P/6P/4C)

Proposition - Product – Packaging

– Place – Price – Promotion

To deliver the brand promise to

consumers

Monitor the marketing mix

execution, ensure that we fulfill

consumers’ needs consistently,

all activities are on right

direction,

INSIGHTin

MARKETING PROCESS

DISCOVERY

IMPLEMENT &

CONTROL

Insight play it role in

almost steps:

DISCOVERY, STRATEGY,

MARKETING MIX

& IMPLEMENT AND CONTROL

Understand the consumers’

needs that were not satisfied

It’s consumer insights

Ex1: PepsiCo did a research and found a need

of quick-hydrating after activities

Then they make 7UP REVIVE (isotonic water)

Ex2: OMO – target: modern mom

Consumer insight: I’d rather my kids got dirty and learned

something than were clean and didn’t. But I don’t have

enough time & it’s hard to clean their clothes.

Brand insight: Getting dirty through playing is the way

children learn & develop. OMO removes all the tough stain

and give children freedom to learn & play

Brand positioning: The number 1 sustain remover

Brand Big Idea: Dirt is Good

Brand Activation platform: kids activities to learn & play -

(Bé làm Hiệp sĩ Xanh – ngại gì lấm bẩn)

Brand innovation: help mom save time in washing: OMO

washing water

- Consumer insights have to be sharpen

to become brand insight to identify

brand positioning.

- Under brand positioning, brand big

idea must be consistent and appeal to

the -consumers’ who have this insight

- Insight also take it role of direction

brand activation and brand

innovation platform

How to do: conducting research thoroughly market

STRATEGY

In marketing mix, insight help marketer to

- Innovate new product

- - Identify place/price

- Identify Communication insight for

Promotion

Ex3: OMO – target: modern mom

New product: (see innovation above)

Place/price: suit for urban mom with higher price than others,

placing both Traditional Trade & Modern Trade (mainly in modern

trade channels)

Communication Insight: for Tet campaign 2015: Tet is the time of

family union but thousand of people can’t be home. And through

simple act, my kid can help them & learn to be a good one

Communication Idea: “Tết làm điều hay, ngại gì lấm bẩn”

MARKETING MIX

Ensure that campaign

consistently followed the

insight & direction that

identified

Ex4: Vinacafe – Chất

In social fanpage “Chất”, all contents

must be consistent with theme “Chất –

since 1968”

BRAND ACTIVATION PLATFORM

BRAND POSITIONING

Insight direct the

marketing strategy

Brand promise: “Cà phê nguyên bản,

đậm đà chất Việt”

Campaign Vinacafe – Heritage (Chất từ 1968)

Insight: “I need a cup of coffee which

has full-flavour of Viet heritage and

originally made of coffee seed, and it

still expresses the combination of bold-

but-not-too-old, youth and

Vietnamese.”

DISCOVERY

STRATEGY

GOOD INSIGHT

- single-

minded

- Actionable

- Suitable for

only

Vinacafe

BRAND BIG IDEA

Tinh túy vị thời gian

PRODUCT INNOVATION- “Vị cà phê nguyên bản”: combination of “đắng

dịu, chua thanh, chát nhẹ ngọt và béo”

- Bí quyết tạo ra cà phê hòa tan 3 trong 1: “360

chăm chút hạt, 15 ngày cà phê khô như ý, 16

phút/mẻ rang”

- “100% nước cốt đầu”

MARKETING MIX Base on Insight & satisfy it!

Heritage coffee for heritage Vietnam

PLACE & PRICE

Modern Trade channel (mainly)

Vietnam Airlines

Price: 48,000

Target: young &

modern youth

Suit for modern/urban youth

PROMOTION

For campaign: CHẤT THỜI GIAN

Communication insight: I want to protect the

Vietnamese heritage but it is something that

seem too old for young and hard to imagine.

Vinacafe create a campaign that visualize

the heritage, through photo collection of “CHẤT

THỜI GIAN”

IMPLEMENT &

CONTROL

Keep execution

consistently

satisfy INSIGHT

THANK YOU!