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THANH VY– NHẬT MINH– VĂN HIỂN –

ASSIGNMENT 4.1

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FOUR NEEDS IN MARKET RESEARCH

Provide

information for

decision-making.

Explore

opportunities and

threats

Measure and

evaluating

marketing activity

Support for

marketer to deeply

understand the market

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Research is an organized and systematic way of finding answer to question, its aim is To Reduce The

Uncertainty & To Measure Performance

WHY MARKETER NEED MARKET RESEARCH

For marketers, market research is a critical component needed to make good decisions. It gives a picture of what is

occurring (or likely to occur) and, when done well, offers alternative choices that can be made

Retail audit, consumer

panel to measure market

share and penetration

after launching product

Analysis market and

consumer trend to

further develop Vinasoy

brand: e.g: add variants,

add function…

Attitude and Usages of user

to explore the need of a

product that help them

improve their muscle

Qualitative research to

quantify market size

Vinasoy for men ( Soy men ) https://www.youtube.com/watch?v=NHhEs_rCmd0

Concept test, product

test, variant test to

select to right launching

option

.

DEVELOPEXPLORE EVALUATE MONITOR

3TYPE OF

MARKETING RESEARCH

By target

objects

By methodological

approach

By type of data

collection

By objective&

design

• Market research: Curent

market information,

Market size, Trends

• Consumer research:

Demographics, social

and life style, purchasing

beahaviour ...

• Competitor research:

Currennt turnover &

marketshare, price, product

• Quanlitative

Gain understanding

without measurement

about research object:

answer why, how, what

question

• Quantitative :

Gain measurement about

understanding: answer:

how much, how many, to

what extent question

• Primary: collecting data

about a given subject

directly from the real

world

• Exploratory

• Secondary: collecting

data from either the

originator or a

distributor of primary

research

• Descriptive

• Casual

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Innovation is the process of harnessing creative ideas to

meet business needs, but first meet the consumer’s need.

WHY DO WE NEED

RESEARCH IN INNOVATION

The greater the link between the two, the better the chances

of a successful and long product life. Finding out what the target

market thinks can give a valuable insight into the direction of the

development of the innovative idea and the path it should take.

Opportunity and

Idea mining

Investigate

the marketBuild concept

Evaluate

concept

Product

develop

Come up Idea and

build concept

Concept

test

Launch & Post launch evaluation

Come up

product

Investigate the market

Buildconcept

Evaluate concept

…. (a cycle)

INNOVATION PROCESS AND RESEARCH IN EACH STAGE

- Understand company current

stand, retailing tracking

- Info of market:

Competitors, Consumer

(consumer panel, usage &

attitude), Category, Product

- Understanding vision &

strategic plan of company

- Seek for opinions of

consumer

- Strength& weakness of

each concept

- How consumer think

about each of concept?

Consider with strategic

planning

- Seek for opinions of

consumer about

product and

experience

- Product

development

research

- Advertising test

- Communication test

- Consumer panel data

- Tracking study

- Positioning research

- User identification

- Consider with strategic

planning

Discover Design Deliver Dominate

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Type Research

Primary research

-Undertand company current stand

-Consumer panel data

-Stength& weakness of each concept

-How consumer think about each of concept? by Focus group, Intervew

-Seek for opinions of consumer about product and experience

-Advertising test, Communication test

-Positioning research

-User identification

Secondary research

- Trend

- Info of market:

- Competitors,

- Consumer (consumer panel, Usage&Atitude), Category, Product

Market Intelligence

- Info of market:

- Competitors,

- Consumer (consumer panel, Usage&Atitude), Category, Product

Strategic Plan- Understanding vision & strategic plan of company

Marketing intelligence

Broad picture of the company's existing marketplace: customers,

problems, competition, and growth potential for new products and services

=> To determine market opportunity and formulate penetrating strategies. It

is a special form of research that deals with short-term, operational and

tactical information about marketplace.

Strategic Plan

Long-term, establish missions statements and general guideline

7RESEARCH BRIEF

What is research brief

Role of research brief

Components in a research brief

The starting document for market research project, which describes the need of marketers and provides

requirements & guidelines for research agency

-Official agreement bonding marketers and research agency

-Guideline for whole research process

- Checklist whether research meets expectation or not

• Project name

• Date

• Category/Brand to be involved

• Market to be conducted

• Client and Research agency information

General summary

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• Business background and issue

The business context and questions that marketers have to deal with (include reference to previous studies if appropriate)

• Research background and objective

• Action standard

• Key information to be obtained

• Suggested research approach

• Respondent requirement

• Segment breakout required

• Products/Stimulus Material/Text Variables

Literature reviews, the reason to conduct market research and how it help solve business issue

Detailed questions broken down from research objective

Bench mark for follow-up action after research findings

Recommended research methodology by marketers, need advice and revision from research agency

Respondent criteria to meet research objective

• Deadlines & deliverables required

Classify respondents into different groups for particular purposes

Key milestones with detailed timeline need to be delivered during research process

• Budget

• Key contact

Material used in research if needed

Contact of person in charge in research project

Detailed information

Set by

marketers

Align

between

marketer

and research

agency

9Example: Research to measure effectiveness of rural hygiene

educational activation General summary

Project name: Rural hygiene educational activation

Date: 1/1/2016 Market: North and South rural Vietnam

Category: Skin cleansing and oral

Brands: Lifebuoy & P/S

Competitor brands: Safeguard, Camay, Colgate, Doreen.

Research agency: To be confirmed

Research type: Quantitative

Fieldwork date: MAY – JUNE 2016

Detailed information

Business background and issue

Background

Rural Vietnam is home to the 70% of the population, with consumer of low income but, nevertheless, increasing along with the economic growth.

Unilever has successfully penetrated the rural market with a growing product portfolio and distribution system. However, room for further growth in the rural market remains huge. And

with the growth potential and overall saturation of products and services in the urban areas forcing marketers to look for new avenues of growth, rural become a new vital source.

However, people in rural areas currently have low hygiene standard, which is a strong barrier for our brands to generate penetration and consumption. With this situation, hygiene

educational activation become the focused strategy to unlock rural market. It helps raise awareness of rural people about hygiene Habits to get better life and helps our brand

establish strong engagement with consumers.

Issue

P/S and Lifebuoy are brands that committed to the success of the consumer engagement. While P/S focus on educating people brush teeth day and night, Lifebuoy

encourage them to wash hand with soap in 5 occasions. If the rural activation are done well, it would raise the significant amount of consumption and penetration.

Hence, a stringent measure of its impact on the brands and consumers is highly needed. We need to know the impact of rural activation of consumers’ habits as well

as to our brands

10 Research background and objective

Research objective:

1. To evaluate the effectiveness of rural hygiene educational activation on the brands' key metrics: awareness, purchase intent, trial, relevance

2. To evaluate whether rural activation helps people change hygiene behaviours or not

Research background

Since people are so sensitive and often claim about their hygiene behaviours, then this research needs to be designed and conducted properly to capture the

accurate results

Specific questions to be obtained

Impact of activation on hygiene behaviours

1. What educational messages that people get after activation?

2. What is the incremental change in their actual hygiene behaviours after activation? (Pre and Post activation)

Impact of activation on our brands

1. How did the brands benefit from the consumer activation? In terms of brands' key metrics: awareness, purchase intent, trial, relevance (Pre and post

activation)

2. Which brand they remembered from the activation?

3. How did activation help raise brand attributes after activation? (Pre and post activation)

Action standard

The measures will not only be valuable in showing the benefits to the brands and consumers but also for the continued improvement of the

brand integration and execution. The results will also be useful for deciding the success of the activations against the set KPIs, as per below.

The results of the Pre-Activations Study will set the benchmark and the expected growth will be determined through the Post Activations Study

11 Suggested research approachQuantitative research with two phases pre and post activation

Respondent requirementsRural woman with kids

Age: 20 – 40

LSM: 1 -6

Exposed to the activation

Segment breakout requiredTotal sample size: 200

North rural: 100

South rural: 100

Deadlines & deliverables required

Week 10: Final research proposal

Week 12: Pilot

Week 14: Pre-activation research

Week 16: Post-activation research

Week 18: Research findings

Products/Stimulus Material/Text VariablesRural Activation Pilot Plan will be shared

BudgetTo be aligned

ContactResponsibilities for logistics: Marketing: CD: CR: CMI:

Research agency in charge:

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THANK YOU