eliter 3 – assignment zero – thanh thùy, tường vy, kỳ vỹ
TRANSCRIPT
ASSIGNMENT ZeroThanh Thùy – Tường Vy- Kỳ Vỹ
Consumer Insight
Market Research
Focus group discussion (FGD)
Retail Audit
Consumer Panel
Concept testing
Advertising testing
Brand Positioning
Brand Communication
Brand Activation
Brand Innovation
AGENDA
CONSUMER INSIGHT
NEEDThe basic consumer
requirements for a
product’s or service’s
specific benefit,
whether that be
functional or emotional.
Ex: Water is essential
for human survival.
WANTThe desire for
products or services
that are not necessary,
but which consumers
wish for.
Ex: Consumers want a
drink that has lemon
taste.
DESIRE/
DREAMA sense of longing or
hoping for a person,
object or outcome.
Ex: Consumers want a
drink that has lemon
taste and show their
personalities.
Benefits
Motivation/inspiration
Unique promise towards dreams/desires (like the
underwater part of an iceberg, hard to reach but trigger
Marketers the most)
CONSUMER
PRODUCT
INSIGHT
CONSUMER UNDERSTANDING
TRUTH
UNDISCOVERED/
UNLEVERED“Asian youth tend to
live for the
expectation of their
family and society”
“Insight is WHY they do what they do”
BUILD GREAT BRANDS
1CONSUMER INSIGHT
A penetrating understanding which provides hooks or clues that help marketers to...
MAKE GREAT CAMPAIGNS SOLVE MARKETING JOBS(Increase Penetration, Consumption, Value)
Johnnie Walker – “Words of a journey” PR campaign: “For me, it‘s not financial wealth but a purposeful life and chasing it endlessly is my definition of success I want to achieve”
Melbourne’s Metro Trains –“Dumb way to die” campaign: “I am sometimes careless around trains because the safety instruction sign at the stations are too common and unnoticeable to bother me”
“When playing adventurous games, I want a fizzy drink that helps me to show my spirit of taking tough and adventurous challenges”
Aquafina - “4 bottles, 2 liters, 1 day” increases Consumption: “Through a long working day, I want to have a healthy and fresh way to take care of body”.
(Brand consumer insight consists of: Consumer truth(want to show my spirit of taking tough and risky challenges), Category truth(When playing risky games, I want a fizzy drink) and Brand/Product truth(Mountain Dew is a fizzy drink for adventurous young man).
“I want to improve my physiologic status so that I can keep my married life wonderful because it’s the most valuable thing to my life”
Tiger – “Tiger Uncage” -previously, Tiger targets only men.This campaign with message “Uncage" increases penetration because of targeting both young men and women . Insight: “I always lives in my own cage to meet the expectation of my family and culture”
STEPS TO INSIGHT
Information (about what people think and do)
Understanding
(why humans do it)
Insights
2
I want to have a good sex life with my wife
I want to improve my physiologic status
Sex is a crucial part which make my married life wonderful
Married life is one of the most valuable thing to my life
Why?
Why is that important?
“I want to improve my physiologic statusso that I can keep my married life
wonderful because it’s the most valuable thing to my life”
Why is that important?
RELEVANT(relevant with the brand,
product, category)
3 HOW GOOD INSIGHTS LOOK LIKE
CATEGORY SPECIFIC
When playing adventurous games, I want a fizzy drink that helps me to show my spirit of taking tough and
adventurous challenges
PERSONAL
DEEP EMOTIONAL DRIVERS
FUNDAMENTAL TRUTH
4 EVALUATING A GOOD INSIGHT
ACTIONABLE(can trigger actions, change
behaviors of consumer)
REAL(come from consumer)
FEEL(consumer can feel it)
MARKET RESEARCHis an organized and systematic way of finding answer to question, its aim is to reduce the uncertainty & to measure performance
• Help marketers to make confident decisions.• Identify opportunities and threats• Tracking and evaluating marketing activities• Help marketers to thoroughly understand what they are doing.
1 CLASSIFICATION
ACCORDING TO
RESEARCH
METHODOLOGIES
• Desk research
• Qualitative research
(focus group, in-depth
interview, ethno, home
visit)
• Quantitative research
(face-to-face,
telephonic, postal
survey…)
ACCORDING TO
RESEARCH NEED
• Ad-hoc: Customized
Research – conduct
only one time
• Strategic: Continuous
Research – conduct
many times, help to
evaluate outcome and
identify new market
trend...
ACCORDING TO
SOURCE OF
DATA
• Primary data
• Secondary data
ACCORDING TO
RESEARCH
OUTCOME
• Qualitative research:
Understanding &
Explaining
• Quantitative
research: Describing
& Measuring/
Counting
ACCORDING TO CLIENT
REQUEST
• Syndicated research:
made independently by
research company, sold to
many client (Retail Audit,
Consumer panel, Media
rating...). It is for many clients
and cost-saving.
market trend...
• Customized research:
requested exclusively by one
client and serve client specific
demands (Example: Brand
health check, Concept testing,
Advertising testing... )
Ex: - Clear Men buys quarterly Consumer Panel from
Kantar Worldpanel to measure the penetration of
product.
- Samsung conducts market research to find unmet
needs of consumer with the current product.
- PediaSure hire Millward Brown to test TVC idea
for the upcoming campaign with respondents.
- Heineken check its Brand Health with Market
research.
2 FOCUS GROUP DISCUSSION(FGD)...is a group of people selected to give their opinions about subjects related to the research.
• Exploring respondents behaviors, ideas, beliefs, reactions...
• Generating discussion, brainstorming.• Developing questions, concepts.
Standard group: 6 respondents
Mini group: 3-4 respondents
Extended group: 8 respondents in more than 2.5 hours
in 1.5 – 2 hours
ADVANTAGES DISADVANTAGES
- Cost-saving.- Fast.- Environment for
discussion, brainstorming between client and respondents.
- Not represent for the whole population.
- Untruthful answers.- Less control over
the group.
The result of FGD should be used as the primary basis for further evaluation,
confirmation or further research(quantitative...), not alone.
Ex: To launch a new kind of dish washing liquid, Brand X,
through a market research agency, recruits a focus group of 6 housewives and ask them about their U&A of dish washing to find umet needs when using product.
3 RETAIL AUDIT
SOME RETAIL AUDIT INDEX- Volume/value sales: Total volume/value sales of
product.- Volume/value share: volume/value sales of product
on volume/value sales of the total market/category.- Price & purchase: price/1 kg, liter of product,
Average price of a product.- Stock: SKU in stock including Forward stock(at store,
easy to get out) and Reserved stock(at other stock, hard to get)
- Distribution:+ Numeric total stock distribution: % of store selling
product.+ Weighted total stock distribution: % revenue of
store selling product/total revenue of product category.- SPPD index (sales per point of distribution): sales of each store.
* SKU(store keeping unit): a distinct type of item for sale, Ex: Pepsi pet 400ml and Pepsi pet 1200ml are 2 different SKUs.
A study collecting data and information from a selected group of retailer’s stores.
RET
AIL
AU
DIT
CA
N ID
ENTI
FY
Retailer support Whether the retailer display or introduce our SKUs in attractive ways or not...
Consumer support Whether consumers aware of our SKUs, Do they purchase our SKUs?...
Sales team performanceWhether our Sales team work effectively, Do they get many SKUs into many stores?(Penetration), Do they provide stores SKUs for them to reserve? (Reserve)...
Trade team performanceWhether the Trade team display SKUs attractively which drives sales...
Portfolio management Whether many SKUs of the same brands/products are managed, sold effectively...
Ex: Nielsen do quarterly retail audit on washing powder
product. Omo buy it to know the sales situation of Omo
and other competitors.
4 CONSUMER PANEL
SOME CONSUMER PANEL INDEXES- Penetration(%): How many consumer of our product/category in every 100 people.
To increase Penetration: Decrease pack size, sampling, advertising,
sale promotion, distribution... Ex: Nutriboost give free bottles to students in University, Budweiser
develop the restaurant channel to reach new consumer...
- Consumption: How many /much products consumed by one consumer.
To increase Consumption: Increase weight, size of pack,
recommend consumer to increase dose of product use, increase use occasion...
Ex: beside using Chinsu fish sauce as dipping sauce, it can be used to
cook for better taste, having 2 cups of Vinamilk yogurt for healthy body...
- Share of requirement (SOR): in our 100 consumers, how many of
them are loyal to the brand. The higher SOR, the better.
a group of consumers represented for a specific market, which is used to give information about behaviors, perceptions of consumers.
WHYWhy do they buy that product, at that time and at that store?
Ex: Kantar Worldpanel has a consumer panel of 100 households
that gives them periodic information about the household product purchasing behaviors of those households. Take toothpaste, Mom buys 1 tube/month at the super market at the end of month for all members of the family to use.
CO
NSU
MER
PA
NEL
GIV
ES IN
FOR
MA
TIO
N A
BO
UT
WHO Who is buying/using product?
WHAT What do they buy product?
WHERE Where do they buy product?
HOW MUCHHow many/much product do they buy?
WHEN When do they buy product?
5 CONCEPT TESTINGthe process of evaluating consumer response
to a new product, an ad campaign, a new
logo ...before introducing to the market.
Concept boardexplain the new product to
consumers, giving them
enough information
Qualitative QuestionaireIncluding questions relating to the idea and the objective of the test
Result analysisIndicate result and indentify next steps.
Quantitative QuestionaireIncluding questions built on the Qualitative result.
Ex: Does the bottle capture your attention? Do you feel the message is relevant to you? Why do you think it’s not unique? Do you think it’s different from others?...
Ex: Give your mark about the shape of the bottle. Tick the opinions that you feel the most relevant to you...
Ex: Consumer perceived this color does not relate to the product(4/10 point) we need to change the color.The message is too abstract (30% respondents can explain clearly the meaning of the message Revise the message...
6 ADVERTISING TESTINGis a specialized form of marketing research conducted to improve the efficiency of advertising.
Pre-testingdetermines an ad’s effectiveness based on consumer responses, feedback, and behavior.
Campaign pre-testingdetermines a campaign’s effectiveness including creative and media before launching
Post-testingperiodic or continuous monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes.
Ex: Cocacola test the Tết TVC idea before coming to production. The respondent will give their responses, feedback about the content, images...
Ex: Omo test its campaign before launching in term of idea, media...
Ex: After launching the campaign, Aquafina monitors the performance of the campaign through many indexes like brand awareness, trial, usage...
Storyboard is often used
3 T
YP
ES
Key visual of the campaign is used
Data, charts, tables are established
7 RESEARCH BRIEF
Deadlines & Deliverables Required
• Document describing the need• A guide for a comprehensive proposal• The starting point for marketing research project
ELEM
ENTS
OF
A C
LEA
R R
ESEA
RC
H B
RIE
F
Business objective
Research Background
Research Objective
Action Standards
Key information to be Obtained
Respondent Requirements
Key contact
Launch a new beer next year.
X is a market leader of beer product in Vietnam. X has the experiences of 10 years in Vietnam market.
Find the unmet need about taste of consumers to their current beer.
Focus group.
What they like/hate the most about the taste of their current beer? What do they expect about taste of beer?
Man, 18-30 years old, ABC+, drink beer more than 4 times a month.
Report must be submitted no later than 25 May.
Mr. ABC - Marketing Manager - 01202484974
is the extracted BRAND PROMISE.
Brand promise must have 6 parts:• Address important consumer needs• Leverage your organization’s strengths• Give you a competitive advantage
through differentiation• Inspire, energize, and mobilize your
people• Drive every organizational decision,
system, action & process• Manifest itself in your organization’s
products and services
BRAND POSITIONING
BRAND1 Ex: Diana - Liberate the fermininity
Fulfilling human needs
CREATE BUSINESS
VALUE
Capturing Combination
Of
By To
BRANDING2
Ex: PRADA- Capture the dream of self expression as intellectual and creative fashionistas- By providing creative and elegant clothes, accessories and help them show superior taste- To bring profit for business.
Brand positioning is defined to follow 4 rules:
Brand key: a tool to capture a brand’s future desired positioning and what we want to build.
Direction
Focus
Consistency
Inspiration
BRAND POSITIONING3 HOW TO FIND BRAND
POSITIONING4
And must be delivered across the 6P
formula, including: Product, Price, Place,
Promotion, Packaging, Proposition.
4 KEY PRINCIPLES OF EXCELLENT BRAND KEY
Strategic Intent
Focus
Simple
Saliency
1. Root Strengths: The first and leading green tea brand - Cool Down Your Life
2. Competitive Environment: Branded freshing beverages and unbranded ice-tea
3. Target: Young and modern peole (19-25) have urban lifestyle, but embrace traditional goodies and love nature
4. Insight: I believe in balancing: taste-health, body-mind is very important for a good life.
5. Benefits: Emotional: Healthy balance of body and mindFunctional: Refreshing, natural good taste, healthy
6.Values PersonalityValues: Health, Nature, Modern, ConvenientPersonalities: Youngful, Modern, Optimistic, Sociable, Outgoing, Flexible
7.Reason to believe: Made from 100% green tea essence. Green tea has the cooling, comfortable power.
8. Discriminator: Không Đô Green Tea help you feel balance of your life.
9. Essence: Life Balancing
Brandkey Example
Tra Xanh Không Đô
Using an unique idea to deliver our objectives through different media channels
Ex: VENTURE FORTHhttps://www.youtube.com/watch?v=vmOr9I2JxZsThe idea is for entering the new Lurpak Cook’s Range – innovative butter products in a range of formats, designed to facilitate specific recipes. The viewers really experience cooking happening in immense universe. Lurpak’s aim is to establish the range as an indispensable kitchen companion for the nation’s flourishing cooks.
BRAND COMMUNICATION
INTEGRATED BRAND COMMUNICATION (IBC)1
So IBC needs: • Be integrated around a SINGLE idea• Encompass ALL touch points with the
consumer• Exploit the idea across the most
APPROPRIATE channels, and be phased, to meet OBJECTIVES.
• Have planned-in TALKABILITY.
Brand Communication Idea(The big idea which translates the Brand Essence from
the Brand Key)
Campaign Ideas(The single minded creative idea that plays out in all
executions)
Campaign Executions(These cover all of the communications activities)
Share The Happiness Momment
Open Happiness
Share a Coke Happiness Bus
KEY ELEMENTS OF IBC2
HOW TO ORIENT COMMUNICATION IDEA3
COMMON INTEREST- Coming from a shared voice- Something that you can relate to- Being the same shoes
Ex: NEPTUNE - Tết đoan viênTet is family reunion occasion through cozy family meals. Neptune helps family meals more delicious and connects family love.
AN INSIGHT- Finding that real human truth.- Something that people may not know they’re thinking.
Ex: SUNSILK - The Language of HairInsight: Hair caress habit of the girls remarks their unique impression and shows characters, emotion signals and messages inside them.
SPEAKING THE SAME
LANGUAGECommunicating in a way language that our target will get.
Ex: DIANA - Banh beo vô đich
SOMETHING COMPLETELY DIFFERENT
- Going against the category norms- Addressing something in a different way
Ex: OMO – Dirt is good
AUTHENTICShowing real world situations, that people say that could be me.
Ex: Dulux -Personalise your world
Preparation and Briefing
Development of Executions from Idea
Joining Up Business with a Think Big Pack
Production and Local Country Execution
Implementation
DOVE - Real BeautyChallengeBoost interest and belief in brandInsight Phụ nữ la nha phê bình khắc nghiệt nhất đối với bản thân họ. Ideahttps://www.youtube.com/watch?v=XpaOjMXyJGkResultIn the short period of 10 days, Dove spreaded message to billions people, 3 billion media impressions were confirmed.“Real beauty sketches” advertisement reached 1.9 million shares on Facebook, brand passion increased 1000%
TIGER - Tiger UncageChallengeReposition Tiger for Asia market as “The Beer Symbol of Asian”.InsightWe always live in cage of ourselves to satisfy our families and customs around us.Ideahttps://www.youtube.com/watch?v=sZauFnS6WJ0-TVC is 3 stories about 3 peole with 3 different jobs and how they dare to break their cages and get their chance.-Tiger Street Football 2014 Champion-Music festival: Uncage Tiger-Uncage Tiger at Cinema
HOW TO DEVELOP CAMPAIGN IDEA4
CLIENT BRIEF CONTAINS(Written by client, to brief agency)• Business background• Market competition• Consumers• Brand strategy• Marketing plan• Requirement for agency• Budget• Timing
AGENCY BRIEF CONTAINS(Written by agency, to brief creative team)• Get (Target Consumer)• Who (Detailed Target Consumer Profile)• To (Call to what Action)• By (How communicate)
9 COMMON WRONG BRIEFS1. Rumor briefs – verbal brief without any writing down
2. Faceless briefs – brief without facing, easy to
misunderstand
3. Cut, copy & paste briefs – hurried, not thought through
4. Jungle briefs – too much information, not single
minded key message
5. Jargon briefs – dull and full of client jargon
6. Fat briefs (broad objective) – too broad
7. Prison briefs – no creative freedom, too many
mandatories
8. Blind briefs – using fancy words, but impossible to
deliver
9. Warehouse briefs – the brief could be for any brand
THE BRIEF5The Brief drives one point clearly through everything that comes in its path including itself.
Prepare for it
Get it (Idea & Execution)
Feel it
Check it
Spark it
QUESTIONS TO EVALUATE IDEA:- Is it based on an insight?- Does it “release” the message, and speak to the product/ brand truth?- Is it interesting and fresh?- Can it lead to executions in many media?
EVALUATING CREATIVE WORK65
PO
INT
PLA
N F
OR
REV
IEW
ING
CR
EATI
VE
IDEA
BRAND ACTIVATION
Marketing objectives
Activation platform
Brand Immersion
Consumer Immersion
A creative theme derived from brandkey vision, that
can well deliver in the Activation Platform, to
achieve the brand’s marketing and communication
objectives.
ACTIVATION IDEA
EXAMPLEBENCHMARKS TO CHOOSE
BRAND ACTIVATION IDEA
Fit with Activation Platform
ABC model:
360 Degree Approach
ATTENTION BRANDING COMMUNICATION
Understand the category as well as the
products: origins, manufacturing
process, functional benefits, strengths and weaknesses…
Define the unique feature associated to brand that make our product DIFFERENT. Among the other attractive products in the a category, why customers have to choose us?
Innovation must come from the INSIGHT
What?
How it happens?
BRAND INNOVATION
Outcomes of Brand Innovation usually are:- Expand brands beyond current category- Launching brands in new territories- Reading new consumer groups- Innovating the core with rapid roll-out
Innovation is to
enhance company’s
competitive advantages to
reach the business objectives, which is
profit in the end.
Business objectives
Profit
WHY?1
PRINCIPLESWhat should be
followed?
Fit within the pre-defined
brand boundaries
Help address the Innovation
Direction
Fit the Brand Strategy
Refresh – Keep existing benefits but refresh the
offer
Compete – Add new benefits to existing offers
Break-through – New-offer/ New benefits
From an airplanemanufacturer to an
automotive manufacturer
PRINCIPLE
TYPES
One-rinse
2 WHY?
RESEARCH ON:Brand, Financial Target, Direction
Description, Benefit platform,
Innovation Program, Scope,
Initiative Areas.
OUTPUT:
Identify Possible Innovation
Initiatives
DEFINE:Launch date, opportunity, trends,
P+L, innovation type.
OUTPUT:
Act as the brief for concept
development.
DEFINE:Name, description, insight, emotional
benefits, reason to believe, visualization.
Structure of the Concept
1. Consumer Insight
2. Benefits & Reason to Believe
3. Summarize the Concept
OUTPUT:Prepare successful concepts for
Innovation Funnel. .
INNOVATION PATH3
B MM D
Benefit Meaningful Mind-opening Differentiation
U R
Uniqueness Relevance CreditabilityAppealing
A CP
Purchase Intent
CRITERIA TO EVALUATE A CONCEPT4
ASSIGNMENT ZeroThanh Thùy – Tường Vy- Kỳ Vỹ