YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Assignment 4.1]

Trường Liêm + Phuc Hâu+ Đinh Giang

Masan wanted to find-out what is consumers’ unmet

need about eating noodle

What we want to

know?

- Objective -

Think

Collect & gather

relevant information

Stand-up

Analyze, aggregate to

gain understanding

about objective

Sit-down

What we do in

market research ACTION

1. In 2007, Masan planned to launch a new noodles

brand

Collect & gather lots of

information about eating

noodles behavior and

perception about noodles

of consumers

Analyze, aggregate to explore

that people are afraid of being

hot inside body

Launched

Omachi noodles

“Rất ngon mà

không sợ nóng”

Reduce

Uncertainty

while making

decisions

2 examples:

Sunsilk wanted to know

buying behavior of

consumers toward brand

to have better revenue

2. Sunsilk: Goal of

next year is increase

20% in sales revenue.

Collect & Gather

information about Who are

buying Sunsilk, where they

buy, how much they buy,

when they buy, why they

buy, why not they buy

Analyze, aggregate to have

the result of penetration (high),

consumption (low)

Sunsilk promoted

a new SKU with

larger size

Measure

current

performance

Why

marketers

need

market

research?

Research is an organized & systematic way of finding answers to questionsSo, what is market

research?

“Results of research help

marketers sharpen their ideas

- make them more practical,

logical and workable.”

Example: In 1996, RJ Renold company (America) had an

idea of creating a kind of tobacco that was not harmful to

health and environmentally friendly. They launched a

smokeless tobacco called “Eclipse”. This new brand

completely failed due to lacking of careful market

research. Most of consumers perceived that white smoke

of tobacco was a huge part of joyful moment and lacking

of smoke destroyed smoking style.

1. Help marketers

feel more confident

before making

decisions

2. Realize

opportunities &

threats

3. Tracking and

Evaluating marketing

actions

4. Help marketers

understand much more

deeply what they are

researching

Ex 1: ACTION Club wanted to know

which soft skill that students care most,

they carried out a survey so that they

knew what should become concept of

the next seminar.

Ex 2: CAO Fine

Jewelry - a luxurious

jewelry brand of PNJ

wanted to have it’s

own powerful logo

before being

launched. After

research, marketers

found out that many

people felt the name

“CAO” was very

“hard”/ “tough”.

Therefore, a soft and

elegant was born in a

confident way.

Ex 1: Nivea made a research to

discover consumers’ unmet need in

using deodorant was “erasing yellow

stain”. It was a challenge and also

great opportunity for Nivea to

research, development and eventually

launch Nivea Black & White which

decreased sweating and yellow stain

on clothes.

Ex 2: Before Revive was launched in

Vietnam, market research showed a big

challenge when consumers didn’t

aware and weren’t ready to consume

isotonic water due to its strange flavor.

Therefore, at the first time, marketing

campaigns concentrated on educating

consumers about the role of isotonic

water in life.

Ex 1: Johnnie Walker wanted to

check effectiveness of marketing

campaign “Yulu: words of a journey”

in China, they hire MHD/TNS research

agency to measure the success:

increase from 19% to 57% on sum of

social conversation, high ROI with

value of earned-media was 44 million

USD, market share grew 2% (still failed

to compete with the biggest rival).

Ex 2: Starbuck carried out a survey to

determine brand’s health (brand

health check)

Ex: Although there are many

advertisements about washing powder

helps mom save time by not need to

scrubbing clothes, research shows that

moms still believe that clothes need to

be scrubbed after soaking (habitual

need). OMO launched new SKU: OMO

Matic with intelligent ball to help clothes

as clean as scrubbing by hands.

Comments: Although OMO deeply

understood target consumers, but

communications were too poor for

consumers to aware of intelligent ball.

based on many criteria…

Methodologies Source of Data

Marketing research

Client Request

Desk research

Quantitative research

Qualitative research

Primary data

Secondary data

Ad-hocContinuou

sSyndicated Customized

DESK RESEARCH

Find information

from previous studies

_ Pros: Easy to find

the answers, fast,

low cost,

_ Cons: Not enough

data, not

customized to our

objectives of

research.

QUANTITATIVE

RESEARCH

Common method:

telephone survey,

email survey, field

test

=> Gain

measurement

about

understandings

QUALITATIVE

RESEARCH

Common method:

focus group, in-

depth interview,

discussion,

observation through

home visit or

channel visit

=> Gain

understanding

without

measurement

Methodologies:

In general, qualitative research brings more valuable and

deeper information than Quantitative research.

But the results in qualitative research don’t represent for the

whole market like quantitative research.

So, we should combine these 2 methods to have best results.

SECONDARY RESEARCH

PRIMARY RESEARCH

Investigate an issue of specific need from

market, consumers, shoppers

_ Pros: Customized information, specific results

_ Cons: Costly, take time

What we want to

know?

- Objective -

Think

Collect & gather

relevant information

Stand-up

Analyze, aggregate to

gain understanding

about objective

Sit-down

Desk research:

Primary information,

initial understandings

Qualitative

research: Dig deeper

to find valuable

understandings

Quantitative research:

Measure valuable

understandings in the

whole market

Brand innovation is the process of harnessing creative ideas aiming to disrupt and delight consumers to meet business needs. In specific,

it can take form of category expansion, launching in new territory, reaching new consumer group, innovating the brand core

This is usually a big step of brand, therefore, thorough knowledge about the market and brand is very important. To gain such

knowledge, the following types of research should be taken

TYPE OF DATA NEEDED HOW TO COLLECT THEM RESEARCH TOOLS IN DETAILS

Strategic infoKnowledge needed for long-term

strategy and implications of the

brand, guiding decisions

Databank infoCollection and updating of all

relevant market information and

numerical data

Contemporary infoCurrent knowledge of trends,

societal change, news and what

consumers care about

Tactical infoInformation that helps undertaking

the current marketing activities

more effectively

Strategic/Ad hoc

Research

Market information/

Continuous Research

Desk/Secondary

Research

Primary

Research

Habits and

AttitudesSegmentation

Drivers of

Brand Choice

Retail Audit DataConsumer Panel

Data

Communication

Tracking

Trend Analysis Consumer World Care-line

External Data

Pack Development

Pack Test

Communication

DevelopmentMix Development

Product Test Communication

Test

Launch MonitorBrand Tracker

Qualitative

Quantitative

RewindCollect, analyze

and review

available

information

IdeaGenerate,

develop and

select Ideas

FeasibilityDesign and

develop the

entire product

mix

CapabilityPrepare for the

launch

LaunchLauch product

track the launch

GrowthCommunicate and

Activate further

MaturityKeep brand

connection

DeclineStart to develop

new products

Habits and

Attitudes

Segmentation

Drivers of

Brand Choice

Retail Audit Data

Consumer Panel

Data

Communication

Tracking

Trend Analysis

Consumer World

Care-line

External Data

Idea Generation

and Development

Concept Test

Pack Development

Pack Test

Communication

Development

Mix Development

Product Test

Final Concept Test

Communication

Test

Launch Monitor

Brand Tracker

Stop doing research for the currrent product

and start to investigate the market again to

launch new product or relaunch oid product in

accordance with this process

Rewind Idea

Feasibility

Capability

Launch

Growth

Maturity

Decline

This example is aimed to explain why the brand needs such type of research information in

each phase of the innovation process rather than go into detail about each type of research

Let’s take Larue Lemon product launch as an example

Strategic infoWhat is the habit of drinking beer?

What do attitude of them to beer?

Where? When? With whom?

What are the overall segmentations

in beer market? How many groups

are there? How many brand are

there and what they are doing?

What are key drivers for them to

choose a beer brand?

Databank infoHow big is the beer category is? Is it

growing or declining? Is competitor

doing well? Price? In-store activities?

What are consumer’s buying

behavior? Who are they? How do

they perceive the Larue brand

image?

Contemporary infoWhat is consumers currently caring

about? Is there any big trend or

move and what are their response?

Is there any event or news that is

relevant to the category?

Develop IdeaIs the current information enough to

create an idea? If not, Larue will

need to do interview or carry out a

focus group to gain understanding

into consumers.

If ideas have been generated,

what is the shortlist? Which ones are

the most effective? How consumers

will take it?

Develop the holistic mixWhat is the insight for 6P? What is

insight for packaging? Colors?

Materials? What is insight for

communication? Is there any

further information needed?

If the mix, packaging,

communication are developed?

How will consumers take Larue

Lemon? Is the taste suitable for the

consumers? Is there any adjustment

needed?

Prepare for the launchIs everything ok? How will

consumers perceive the whole

product mix and the

communication?

Prepare for the launchIs the launch taken well by

consumers? Is it going with the

brand positioning? Are the ads,

commercials of Larue Lemon

gaining enough intention? Has the

media reach the target?

Consumers’ reactions to brand

communication?

The 1st thing we need for a research project is the brief. It

is a document describing the need, a guide for a

comprehensive proposal. A good research is starting with

a good brief.

Key Elements of a Research Brief:

Project/Research background General information about the category, competitors, business/brand challenge…

Business Objective - this is the objective of the marketing project the research is for, it is the overall strategic objective

Research Objective – detailed objective of what you need to know

Expected use of results How to use the result for the next business action plan.

Information Requirement/Key information to be obtained

The detailed, must-have information in report.

Action StandardAction plan from the result.

Research Methodology Types of research we want to use

Sample definition• Respondent Requirements Location? SEC? Gender? Behavior?...

• Segment Breakouts Required Breakdown group depending on objective

Timing: Fieldwork When conducting the fieldwork

Timing: Result expected When the report is available?

Stimulus Material Any material s needed for the research?

Budget Any indication for the budget to measure the scale, the mean of resarch

Project/Research background•Launching in 2012, DM BRAND quickly and successfully grabbed the attention of young consumers leading to both share/volume and brand health growth thanks to bold and differentiated proposition. However, there is a stagnant signal since early 2014 up to now driven by all indexes (consumers/ retailers’ support and distribution…). Key source of volume mainly comes from core target (12 – 29 YOA), esp. students, male skew, urban level.•Among regions, North is they key contributor with more than 80% while the other regions are still low base•The launching model “mass awareness led by TVC – experiential sampling – GTM”, challenging attitude has positive progress of brand imagery(yet low level) driven by distinction component thru communication with the consistent platforms (Sport and Stunt). However, brand consumption and volume not yet turns out strongly as expected. Trial increases but low conversion rate to users and lapsers are also increasing higher than core repeater. And the normal user are quite not connecting with the brand due to hard core communication image (it’s not me, too adventurous )

•Hence, there is a critical need drive consumption for brand growth, complete the mission of adding incremental to total COMPANY via attacking COMPETITOR X.->This research is to support to find the driver and barrier for consumption and how to make our brand more relevancies

Business ObjectiveTo increase consumption and volume growth

Research Objective • To define the key barriers/drivers amongst target consumers and how the channel marketing impacts to brand image• Explore the new execution platform to deliver the relevancies

Date 16 JAN 16

Project Name ASSIGNMENT 4

Location/s HCMC, HANOI

Brand/s DM BRAND

Agency Millward Brown

Expected use of results A holistic plan (communication, interactive activities, pack innovation, GTM…) to grow consumption among

target consumers with clear insight, actions and priorities

Information Requirement/Key information to be obtained

• U&A beverage consumption• Brand consumer perception towards DM BRAND and competitors.• How to they perceive the brand image?• Communication evaluation (TVC, experiential sampling, outdoor, digital, POSM)• Channel/ availability• Explore new execution platforms

Action Standard • Plan to tackle the barrier of consumers and leverage the driver to push more.

Research Methodology Qualitative, Focus group discussion

Sample definition

•Location: HCM, Hanoi•Gender: Male/ Female•SEC: ABC•Age group: 13-15 yo, 16-18 y.o•User: drink the brand at least once per week and drink it in last 4 months•On the go uplift users: drink the same product in cat in last4 wks.• Lapsers

Timing: Fieldwork 1 Feb

Timing: Result expected 15 Mar

Stimulus Material Current TVC, POSM,…

Budget 20000USD