YOUNG MARKETERS ELITE PROGRAM – SEASON 3

[Assignment Zero]

Ngọc Khánh + Nhật Minh + Thiên Vân

CONSUMER INSIGHT

“Nobody wants to buy something,

but everybody wants to be served”

Why insight matters?

To better serve consumer, marketers need to understand

them. Knowing their expectation, inspiration, happiness

and fear will make our brand become the relevant and inspiring choice to consumers. Subsequently, business and

marketing challenges (penetration, consumption, value)

would be solved

Insight: underlying truths based on behaviors, experiences, attitudes, emotions,

or beliefs that is powerful enough to effect change.

What is INSIGHTIn/ deep inside

Emotion

Expectation

Dream…

A sight/ outsideBehavior

Habit

Attitude…

Tide Color Guard detergent:

Favorite clothes always remind me of good moments. I love wearing them but

don’t do it often, to keep the color as new as the first time I wear.

In the eyes of marketer, Insight is a penetrating understanding which provides

hooks or clues that lead to brand building opportunity.

Insight is formed based on 3 aspects

Consumer’s truth Category truth Brand/product truth

want to retain the color in

the favorite clothes which

are associated with good memories

Fabric cleaner helps wash

off the stain but also

decolorizes the clothes as a side effect

Tide Color Guard with special

color-safe formula will retain

the original color on your

clothes while totally remove

dirt and stain

Insight

Exa

mp

le

How good insight looks like

- Fundamental truth: “Up close situation” is the important moment when love begins

- Category specific: Fresh breath and white teeth smile - oral care category

- Deep emotional drivers: confidence and sex appeal

- Personal: me – young people

A good insight should contain 4 factors:

Fundamental truth + Category specific + Deep emotional driver + Personal

Fresh breath and white teeth smile will give a little extra self-confidence and sex appeal for me in

the “up close” situation – the important moment

when love begins between young couple.

Journey to obtain a good insight

Information: The whatWhat people think and do, what are their behavior, attitudes

or habits

Understanding: The whyWhy human think and do like that? What are their triggers and

barriers towards specific behaviors

Insights: The “Aha” momentThe truth which is already there but no one notice is finally

recovered. It inspires and leads to new way to solve marketing challenge

Actions: The transformationputting these solutions into reality

Holistic understanding of people/Type of insight

People

CONSUMERS

SHOPPERMEDIA USER

People’s insight:

understand

people via

human themes

(health, interest,

romance life…)

Consumer Insight: understand people in the

aspect of using/consuming products

Shopper insight:

understand people ‘s

shopping behaviors when

approaching distribution

channels

Media user insight:

understand people

towards their usage

of media

People play different roles in a day and have insights corresponding to each role

Insight for brand positioning:Men hate being considered feminine when using the same shampoo with woman.

They need a special product for their masculine.Dove Men care: https://www.youtube.com/watch?v=1dPyHlcb-DQ

Insight for brand communicationOn the first day of college, talk and interaction are reduced to zero. Students feel

uncomfortable with their new friends. They need an “ice-break” excuse to make fresh men bond.

Coca-Cola’s Friendly Twist: https://www.youtube.com/watch?v=t9cmoT_wb0A

Insight for brand activationYoung couple find struggles to express their love, especially when proposing the

partner.Close-up’s Love Boulevard: https://www.youtube.com/watch?v=zP0jB9Ufcgc

Insight for brand InnovationMom want the fragrant stay long-lasting on family’s clothes after using fabric

conditioner.Comfort Hat luu huong: https://www.youtube.com/watch?v=NPPpcRwfU3c

Insights to business solution

MARKET RESEACH

1. What is market research

Research is an organized and systematic way of finding answer to questions

• Define research problem

• Devise best way to obtain meaningful information

• Provide such information

• Support management decisions

• Define marketing problem

• Determine information required

• Totally remove uncertainty

• Replace management decisions

Market research is not exist independently. It is derived from marketing problem,

aims to provide meaningful and oriented inputs to marketing decisions

EXAMPLE

- Unilever is considering between two options for Omo Tet

Campaign in 2016

- Focus group discussion on concept

test

- Nestle want to track Maggi performance after running a

promotion campaign

- Brand health tracking research - P&G want to review the brand awareness and equity of hair

care category in 2015

- Retail audit

Consumer panel

BUSINESS QUESTIONS RESEARCH

2. What research can do and cannot do

- Relevant: focus on answering the business question

- Reliable: methodology and execution bring credible outcome

- Actionable: outcomes suggest direction for business

Type Methodology Kind of collectingdata

Objective

Desk research involves the summary, collation and/or synthesis of existing research

Secondary data Exploratory or Quantifying

Qualitative research emphasizes the importance of looking at variables in the natural setting in which they are found. Interaction between variables is important

Primary data Exploratory: answering Why/How/What questions

Quantitative research systematic empirical investigation of observable phenomena via statistical, mathematical or computational techniques

Primary data Quantifying: answering how much/how many/To what extent question

3. How a good research looks like

4. Type of research

Investigate the market: DESK RESEARCH

Build Concept: QUALITATIVE RESEARCH TO BUILD CONCEPT

Evaluate Concept: QUALITATIVE & QUANTITIVE RESEARCH FOR CONCEPT TESTING

Product Development: QUALITATIVE & QUANTITIVE OF TOTAL OFFER RESEARCH

Launch: QUALITATIVE & QUANTITIVE OF TOTAL OFFER RESEARCH

Growth -> Maturity -> Decline: Don’t need to do research on understanding market. May consider repositioning test, promotion effectiveness…

5. Type of research in product life cycle

Focus group discussion

insight into how a group thinks about an issue, about the range of opinion and ideas, and the

inconsistencies and variation that exists in a particular community in terms of beliefs and their

experiences and practices

The group of participants is guided by a moderator (or group facilitator) who introduces topics for

discussion and helps the group to participate in a lively and natural discussion amongst themselves

To explore unknown territory

•Understanding the marketplace and obtaining an insight into how people think and behave.

•Generating ideas for new products.•Developing marketing or advertising themes.

•Screening or evaluating new product concepts.

•A disaster check, using prototype products if appropriate, before the introduction of a new product, or before the change of an existing one.

How it happens:

Key information to obtained:

When is it appropriate to use:

How it happens:

All outlets in

universe

Select a

representativ

e outlet sample

Gather weekly

purchase and sales

based on the bar code of products

in sample outlet

Synthetic data

in the sample

Project to

universe

data

Key information to obtained:

When is it appropriate to use: to review the brand performance related to

• Customer/Consumer support• Performance of sales team

• Performance of trade team and merchandising team

• Portfolio management

• Volume/Value: Volume/ Value sales, volume/ Value share, Volume/ Value share of trade

•Purchase: Purchase, purchase share

•Stock: stock share, stock cover day, forward/reserved stock, stock to sales ratio•Price: price per pack, price per unit

•Off-take

•Distribution: numeric/weighted distribution

Retail audit

How it happens:

All household

in universe

Select a

representative

sample called Consumer

panel

record on a weekly

basis the

purchasing behaviors of a

representative

sample

Synthetic

data in the

sample

Project to

universe

data

When is it appropriate to use: to review the brand performance related to

•Who are my buyers ? Income class, working status, child presence, household size…

•Where do they purchase ?Area differences, Importance of trade channels and individual retailers,

Market share per retailer…•What do they buy? Brand name, segment, flavor, size, variant..

•When? Seasonality of sales, times on month…

•How much do they purchase ? Value & volume size & trends, Market share, Structural trends, Average expenditure per buyer…

Key information to obtained:

Consumer panel

•Loyalty

•Gain and lost analysis

•Switching analysis

•Penetration

•Consumption: average volume/value per

buyer, frequency

How it happens: Using quantitative methods and qualitative methods to evaluate consumer response to a product

idea prior to the introduction of a product to the market

Concept launching Pre

FGD to get insight

PostConcept generation

Qualitative research to get

input

Quantitative research to

evaluate

Qualitative

research to

evaluate

How it happens:Using quantitative methods and qualitative methods to measure and improve marketing

effectiveness of advertising

Ad launchingAd concept generation Ad evaluation

FGD to get insight Qualitative

research to

evaluate

Ad demo

FGD to feedback

Qualitative to measure

the approval

Concept test

Advertising test

BRAND POSITIONING

Is the act of designing the brand’s

offering and image to occupy a

distinctive place in the mind of the

target market.

- Philip Kotler -

Brand

positioning

POSITIONING FORMULA

WHOWHAT

NEED

UNIQUE

-NESSRTB

REASON

TO BELIEVE

- 18-24

- Male, Female

- Live in Urban

- Have a passion in

marketing

The solid foundation

knowledge for

development

marketing career

Empower from

generation to

generation

Empowers are the

top senior

marketers in

Vietnam

UNIQUENESSWHAT

NEEDWHO

Values - Belief –Personalities

Reason to believe

Brand Essence

Benefits Discriminators

Consumer Insight

Competitive

Environment

Target

Customers

Root Strengths

Brand Key = Brand Positioning in details

External condition

Consumer view of the brand

- Root Strengths: the original product, values and/or beliefs that made the brand great and on which we want to build

- Competitive Environment: the market and alternative choices as seen by the consumer and the relative value the brand offers in that market

- Target Customers: the person and the situation for which the brand is always the best choice, defined their attitudes and values, not just

demographic

- Consumer Insight: the needs of target consumer on which the brand is founded

- Brand Essence: the distillation of the brand into a core idea or promise

- Benefits: the differentiating functional, emotional and sensory benefits that motivate purchase

- Values - Belief – Personalities: the brand values – what the brand stands for and believes in – it’s personality

- Reason to believe: the proof offer to substantiate the benefits/brand experience

- Discriminators: the single most compelling and competitive reason for the target consumer to choose the brand

- Root Strengths:

Fragrances Male Getting the Girl

- Competitive Environment:

Male toiletry, Fragrances for men brands

- Target Customers:

Men, 14-25 year old

Limited in experience of women.

Chasing girls, being chased by girls

Getting girls is a way of defining

themselves as individuals and men.

- Consumer Insight:

Young men bother about the mating

game. Smelling good are essential to

success

- Brand Essence: Gives guys the edge in

the mating game

- Benefits: Seduction: feel more

attractive, both to myself and the girl

around me

- Values - Belief – Personalities:

Masculine, Cool, Sexy

- Reason to believe:

Great fragrances are designed

specifically for young men’s needs and

desires

- Discriminators: the aroma from Axe

help me get girl

Communication is the rope connection between

Brand and Consumer

BRAND COMMUNICATION

Integrated Brand Communication

is a new way of developing brand communication which is designed

to help us deliver our objectives and therefore get a better return on

our investment.

Integrated Brand Communication build

from SINGLE idea through different

channels to exploit the idea, to meet

objective.

Communication IBC should:

- Be integrated around a SINGLE idea.

- Encompass ALL touch points with the consumer.

- Exploit the idea across the most APPROPRIATE

channels to meet OBJECTIVES.

- Have planned in TALKABILITY.

These cover all of the communications activities that

bring the Campaign Idea to life

The

th

ree

Ke

y e

lem

en

ts o

f IB

C.

Brand Essence

Brand Communication Idea

Campaign Ideas

Campaign Executions

This is the big idea which translates the Brand Essence from the Brand Key into a communication theme.

The single minded creative idea that plays out in all

executions over a defined period of time and is

objective led.

Brand Essence

Brand Communication Idea

Campaign Ideas

A catalyst to get closer

Fresh breath to get closer

Brand Essence

Brand Communication Idea

Campaign Ideas

Share the happiness moment

Open happiness

BRAND ACTIVATION

Brand Activation

Influence purchase intentReach Business

Objectives

Enhance Brand Image & Equity

Change customer attitude & behaviors toward brand

Stand out brand differences & competitive edges

Brand is a promise

Brand Activation delivers that

promise to customer’s life

through distinctive brand

experiences/interactions (to

feel, think, act related to

brand)

Definition & Purposes

BUY – PLAY - SHAREInteresting – Relevant – WOW moment

A good activation must

Brand Activation

A physical/emotional aspect in consumers’ lives in which brand can interact in a distinct and meaningful way

An big creative theme (under platform) that can work across

different channels to achieve the brand’s marketing andcommunication objectives

A system/method in which customer can

have integrated experiences with brand distinctively bring brand spirit to life

Platform

Idea

Channel

SamplingOn-groundCinema BillboardTV

SponsorshipPRRadio In-store Website

Platform/Idea/Channel

Brand Activation

A good PLATFORM must

• Actionable

• Brand enriching

• Consumer involving

• Differentiating

• Enduring

• Feeling

• Fit with Activation Platform

• Attention, Branding and

Communication

• 360 Degree Approach

A good IDEA must Good CHANNELs must

• Tackle the RIGHT customers

• Give meaningful experiences

& reflect brands

• Achieve impact & reach

bigger audiences

PLATFORM

IDEA

1

IDEA

2IDEA

3CHANNEL

CHANNEL CHANNEL CHANNEL

CHANNELCHANNEL CHANNEL

Brand Activation

Example

HENNESSY

Brand Activation Platform: MUSIC

Brand Activation Idea 1

FIND THE HIT SONGBrand Activation Idea 2

ARTISTRY MUSIC SHOW

• Dare To Pursue Your Dream

contest

• Music night show

• Website

• Magazine & News, Social

• Press Event

• Fan Meet & Greet

• H-Artistry Music Night

• Website, PR, KOLs, social…

channels

BRAND INNOVATION

Brand Innovation

CREATIVITY

Thinking to generate

IDEA

INNOVATION

Harnessing creative idea to

MEET BUSSINESS NEEDS

Innovating the core with rapid roll-out

Expand brands beyond current category

Launching brands in new territories

Reading new consumer groups

Gain business advantagesMake profit!

Definition & Purposes

Brand InnovationPrinciples & Types

Base on

Market

& Brand strategy

Meet the

innovation direction

Within the

brand boundaries

Innovation Strategy Principles

Types of innovation REFRESH COMPETE BREAKTHROUGH

Example:

Starbuck ready-to-drink pack

that can be bought outside Starbuck

store

Keep existing benefits

but refresh the offerREFRESH

COMPETE

BREAKTHROUGH

Add new benefits to

existing offers

New-offer/ New

benefits

Example:

Starbuck new packaging

for Chrismas - red cup

Example:

Starbuck new coffee flavor

- creamy chocolate coffee

Brand InnovationInnovation Path

Innovation CONTEXT Innovation INNITIATIVE Innovation CONCEPT

build on Brand Strategy House

INPUT

• Description

• Target

• Benefit platform

• Innovation program

• Innovation area

OUTPUT

• Identify Possibility• Innovation Initiative

Define ONE approaching for

more detail

• Launch date

• Opportunity

• Trend

• Profit and Loss

• Innovation Type

OUTPUT

A brief for concept

development

Detail a BIG CONCEPT (IDEA)

• Insight

• Emotional Benefit

• Reason to believe

• Visual

OUTPUT

Prepare successful concept

Innovation CONTEXT Innovation INNITIATIVE

Brand Strategy House:

Make technology SIMPLE

INPUT• Description: while widescreen become one

of the most concerns, iPhone still has not-wider screen (iPhone 5 – 4inches). iPhone needs to innovate the screen as well as technology.

• Target: young & fashionable users• Benefit platform: user experiences• Innovation program: iPhone screen• Innovation area: mobile

OUTPUT• Identify Posibility: as other brands can make

widescreen, iPhone absolutely can do the same

• Inovation Innitiative: iPhone 6 Plus

iPhone 6 Plus• Launch date: 9/9/2015• Opportunity: users love iPhone but they

also need widescreen & new tech to extend experiences. iPhone 6 Plus bring them a 5.5inches screen with smart design and innovation in technology.

• Trend: elegant & luxurious color: pink-gold

• Profit and Loss: iPhone steps in widescreen mobile category gain more users and make more profit. But

the loyal users, may they love this product?

• Innovation Type: breakthrough

OUTPUTConcept development: Bigger than bigger

Big concept

BIGGER THAN BIGGER

• Insight: I love iPhone but its screen quite small while I have lots of tasks that need widescreen. Can Apple make a wider screen iPhone?

• Emotional Benefit: A bigger device make life experience bigger.

• Reason to believe: screen 5.5 inches with innovation technology

• Visual: iPhone 6 Plus

Innovation CONCEPT

Brand Innovation Example

- Ngọc Khánh + Nhật Minh + Thiên Vân -