ASSIGNMENT 4.1

Minh Quang

Thanh Thùy

Hồng Phong

1. Research Need – Why Research

2. Research Methodology

3. Research and Innovation

4. Research Brief

1. Understanding consumers and market to orient

marketing activities- Barriers, unmet need, behavior, change of consumers to

create or test new product, idea.

- Where our brand and competitor’s one are in the market.

- What consumers think of our brand.

Ex: McDonalds - Restaurant Finder App

Understanding that many people have to go home late and work

overtime while almost restaurants in England provided extended

hours, McDonalds launched – Restaurant Finder App, which was used

to find the closet McDonalds restaurant to promote them to have

dinner here.

https://vimeo.com/41089451

Good market research is starting with good definition of the

problem.

Ex: Brand A has low awareness in VN and marketers want

to find out the reason. Good MR starts defining actual

reason caused by wrong positioning, ineffective execution,

sales… to focus on an accurate problem and prevent from

wasting time and budget.

Why do marketers need market research (MR)?

What is MR?

“The systematic design, collection, analysis and

reporting of data and findings relevant to a

specific marketing situation facing an

organization.” - Philip Kotler –

Ex: Disposable DiaperHuggies invested in more advertising but its sales wasstill lower than Pampers. Market research indicatedthat Pampers with tactic of gifting 3 diapers for everynewborn baby formed mothers’ habit of choosingdiaper for their babies.

How is GOOD MR?

4 important benefits of market research can support for

marketers to make solutions to problem.

Why do marketers Need MR?

Relevant Actionable Reliable Ethical

CRITERIA

2. Updating information about the macroenvironment to adapt-- New Trend

Ex: Globalization of Media

Acknowledge of this, marketers take

advantages of media to reach out to their

consumers.

- Politics and Culture

Ex: Listerine mouthwash

The mouthwash with alcohol ingredient is not

suitable for Islamists in Malaysia. In 2012, Listerine

launched new non-alcohol mouthwash with

green packing (green is traditional color of

Islam)

3. Improving the decision-making capabilities

and reduce your risk.

Ex: In 1999, Surf and Radion respectively made up 6% and

2% market share in England. Market research indicated

that consumers liked Radion’s strong sun fresh scent and

that Surf might benefit from the attribute. That prompted

Unilever to delete Radion and, simultaneously, to shift

Radion’s perfume to Surf, launching “SunFresh” Surf. In six

months’ time, the new Surf had a market share of 8%—

the combined market share of the old Surf and Radion.

4. Define particular goals and be base tomeasure effect of marketing executions

Ex: Gillette

In 2008, 80% Indian male got used to using outdated

double-edge razors, Gillette recognized a potential

market here and oriented a new strategy to gain 20%

market share. After launching in 8 weeks, “Shave India

Movement” campaign increased 40% market share

and marked succesful campaign.

https://www.youtube.com/watch?v=1C0-Q9POFhI

Marketing

Research

Primary[Data that be collected by researcher]

Secondary[Data that be collected by someone else and followed relevance, reliability, recency]

Interviewing [seeking information by asking questions]

Observation[Data collection by observing consumer interactions with products and services in their natural environment]

Internal[Data that are already available within the client organisation.Ex: Sales data, database of customer transactions...]

External [Data that are readily available from market research/ consultancy organisation, newspapers, business journals, the Internet...]

Qualitative [Understand why consumers behave, opinions, motivations, formulate hypotheses for further quantification.Ex: Why don’t Vietnamese people buy canned food for dogs?]

Quantitative[How many, results can be projected, scientifically drawn sample, able to attach statistical rigidity to findings.Ex: Brand A awareness rate in VN]

Qualitative

Quantitative

FGD[Discussion 8-10 respondents conducted by a moderator with common approach for non-sensitive topics.]

In-depth Interviews [Discussion 1 or small set of respondents in niche segment (geographically dispersed, affluent segment, C-level, doctors…) for sensitive topics (illness, personal hygiene…)]

Coverage

Interview method

Ethnography[Observe natural behavior. Ex: how mothers prepare food for family]

Mystery Shopping[Interviewer becoming customer/ shopper with the objective of auditing the performance according to a set guideline, normally service related.Ex: Bank deposit to observe teller]

Sample Survey [Drawing a portion from the very big population]

Census [Covering all members of the population if the universe size is small and finite]

F2F [Interviewer asks respondent with a designed questionnaire, they are both present]

Online [Sample can be drawn from an online panel via web survey]

Telephone [Interviewer administered or may use an interactive voice response system]

Data SourceIs the data existing or not?

Data TypeGo in-depth or measure?

Data Collection- How to get the data?

RESEARCH METHODOLOGY

Desk Research

Qualitative Quantitative

Retail Measurem

ent

Sales Force

Deals with large number of respondents with

the aim of establishing/ quantifying the proportion

of people who have the type of behavior/ habits

identified from the qualitative stage

Focuses on small number

of respondents and

establishes underlying

reasons for behavior/ appeal.

Qualitative vs Quantitative

Track / analyze performance

Market trends

Manufacturers’ SWOT

Execution Excellence

Sales planning

Optimal Route to the Market

CONSUMER

UNDERSTANDING

RETAIL

UNDERSTANDING

U&A

Usage & attitude

research to improve

old products

DESK RESEARCH

• Internal

Data that are already

available within the

client organisation.

Sales data, database

of customer

transactions.

• External

Data that are readily

available from MR/

consultancy

organisation.

Newspapers

business journals,

The Internet.

Gathering Information

on Competitors,

Category

COMEUP IDEA &

BUILT CONCEPT

QUALITATIVE

RESEARCH

• FGD

• In-depth

Interviews

• Observe

natural

behavior

CONCEPT TESTING

QUALITATIVE &

QUANTITATIVE

RESEARCH

• to develop the

original idea

further

• to estimate the

concept's

market

potential

• to eliminate

poor concept

• to help identify

the highest

potential

customer

segment

Method interview

• Face to Face

• Online

• Telephone

OVERALL MARKETING MIX

TESTING

QUALITATIVE & QUANTITATIVE

OF TOTAL OFFER RESEARCH

R & D development formula

based product concept and

product features. Then carry out

a qualitative survey to gain deep

understanding of the consumer's

perception of the mix and then do

a quantitative survey to measure

consumer acceptance.

• Brand name/ Copy testing

• Product testing

• Commercial eye tracking

research (advertisement,

• Package design, websites,

etc. by analyzing visual

Behavior of the consumer)

• Communication testing

Necessary research activities

• Impact and attractiveness of

a product, brand, packaging

concept

• Understanding and relevance

of message

• Fit with target

• Fit with brand

• Price elasticity

• Purchase intention

• Degree of differentiation from

competition

Out come

Adjust the communication,

change the form of the product

DEFINE THE

OPPORTUNITY IN

THE MARKETDeclineGrowth Maturity Launch

Product

Development Evaluate

conceptBuild concept

QUALITATIVE &

QUANTITATIVE

OF TOTAL OFFER

RESEARCH

Necessary research

activities

• Monitoring/con

trol sales

(internal data

analysis/synth

esis)

• Monitor /

control

advertising

(quantitative)

Analyzing the

feedback of

sales team

(qualitative /

quantitative)

Outcome:

• Feedback from

distribution

channels

Overview of

the market

• Improve

communication

s

• Competitive

situation

Repeat the process - explore the market to prepare new

product launch / re-launch old products / re-launch old

product line

DEFINE THE

OPPORTUNITY

IN THE MARKET

TO RELAUNCH

BRAND

• U&A

• DESK

RESEARCH

COME UP IDEA &

BUILD CONCEPT

+ CONCEPT

TESTING

QUALITATIVE &

QUANTITIVERESEARCH

OVERALL

MARKETING

MIX TESTING

QUALITATIVE &

QUANTITATIVE

OF TOTAL

OFFER

RESEARCH

INNOVATION

PROCESS

Beer Sapporo -

have stronger

taste, bitter than

beer in Vietnam.

Vietnamese

people don't like

bitter beer

because it makes

them more drunk

Qualitative research

2 concept:

• Non-alcoholic

beer• balancing bitterness

and enhance

aroma, bring

Sapporo beer easy-

drinking taste

Interview resultthey don't want to have

to drink a drink does not

yield any sense

whatsoever.

Choose concept

balancing bitterness and

enhance aroma, bring

Sapporo beer easy-

drinking taste

Packaging: Sliiver luxurious.

Product: Sapporo beer taste more

delicious, soothing, and refreshing

Example: Beer Sappor- improving the old

product line

DEFINE THE

OPPORTUNITY IN

THE MARKET

Build concept

Evaluate concept

Product Development

Launch

Growth

Maturity

Decline:

DESK RESEARCH

External: Nowadays, not only girls their beauty care

but also men also begin to care more about looks,

skin.

QUALITATIVE

Build Concept Use FGD, In-depth Interviews,

Observe natural behavior 3 concept:

• Soymilk helps muscles toned for men

• Soymilk help beautify the skin for men

• Soymilk balancing physique for men

QUALITATIVE

The man seen as the symbol of the powerful, so

their looks care, make embarrassed for them.

So the concept of beauty for male skin, balanced

physique for men --> Fail

Increasing muscle is a concern of men. Besides

the soy milk contains amino acids BCAA group

include amino acids leucine 3, isoleucine and

valine contributes muscle protein synthesis

QUANTITATIVE

However in the perception of men drinking soy

milk (%), losing their boyish looks. So instead of

focusing mass, vinasoy focus on the customers

who are bodybuilders, learned that soy milk good

for their muscles

OVERALL MARKETING MIX TESTING

R&D: Product Test: Hương trà xanh

TESTING

Brand Name: SOYMEN

Packaging: Angled

Message: “Săn chắc cơ thể, bản lĩnh từng ngày”

Communication: Concept athletes

http://soymenlab.com/soymen-lab

https://www.youtube.com/watch?v=NHhEs_rCmd0

PROCESS

INNOVATION

Re

pe

at

the

pro

ce

ss

-e

xp

lore

th

e

ma

rke

t to

pre

pa

re n

ew

pro

du

ct

lau

nc

h / r

e-l

au

nc

h o

ld p

rod

uc

ts /

re-l

au

nc

h o

ld p

rod

uc

t li

ne

Example

PRIMARY RESEARCH

SECONDARY RESEARCH

Qualitative

FGD

In-depth Interview

Quantitative Interview method

F2F (face to face)

Online

Telephone

QualitativeObserve natural

behavior.

Quantitative

Internal

External

Sales Date, database of customer

Newspapers, business

journals, The Internet,

research company…

Observation

Interviewing

RESEARCH IN INNOVATION

1

2

MARKET INTELLIGENCE

STRATEGY

PLAN

Desk Research

Monitoring/control sales

(internal data

analysis/synthesis)

Monitor / control advertising (quantitative)Analyzing the feedback of sales team

Gathering Information on Competitors, Category

Qualitative

Customer information

Gathering Information on Competitors, Category

Concept Test

Comeup Idea & Build concept

Quantitive

• FGD

• In-depth Interviews

• Observe natural

behavior

Qualitative

• FGD

• In-depth Interviews

• Observe natural

behavior

• Face to Face

• Online

• Telephone

Define the opportunity in the market

is the information system, the source of which

managers use to get the information daily about the

need to know in the Marketing environment as the

action of a competitor or change in customer

behaviour - the information necessary for marketing

decisions.

Is the research for strategic

decisions, the development

orientation

3

4

Marketing Research Process

Client brief (Research

needs)

Research design

Proposal

Project set-up Data

Acquisition and Processing

Fieldwork

Data tables

Report template

Data Analysis

Finalize report

Presentation

Close project

Document describing the

need of client for agency

to understand what must

be done and get out

A guide for a

comprehensive proposal

The starting point for

marketing research project

WHAT IS A RESEARCH BRIEF?

1STSTEP

BRIEF ELEMENTS – NECESSARY PARTS IN A RESEARCH BRIEF

Key

Element Sub Element Explanation Question to clarify

Bu

sin

ess N

eed

s

Assessm

en

t

RESEARCH

BACKGROUND &

BUSINESS OBJECTIVES

The current situation of the business and its future desired

position in the market

• What business issues are you looking at?

• What are your business objectives? What do you want to achieve for your

business? Any specific KPIs?

RESEARCH OBJECTIVES The purpose of conducting the research (to evaluate or discover

certain factors)

• Primary objectives: what are the specific objectives or key information areas

that you want to obtain from this study?

• Secondary objectives that build on the primary objectives

DECISIONS TO BE MADE

& STAKEHOLDERS

The application/ contribution of research outcome to business

activities (internal and external partners)

• What decisions are you going to make as a result of this study?

• Who will be using this research and what will they be doing with it?

Researc

h D

esig

n

Co

ns

ide

rati

on

REQUIREMENTS FOR

TRENDING

The role/ effect of trend to business and overall objectives of the

research.

Does this research need to be compared to/ trended against previous research?

GEOGRAPHIC

COVERAGE

The place/ Where the target locates that the client want to

check.

Any specific markets (cities) do you plan to cover? Any priority order?

TARGET/ SAMPLE

REQUIREMETS

The respondents profile/ requirement.

The sample is how large (number of audiences) the client want

to approach as the representative for the whole market.

• How do you define your key target audience and segment your market? By

product, by user, by geographical?

• What is the sample size requirement?

METHODOLOGY Type of study to find out the key necessary understanding. Do you have any specific methodology in mind, e.g. qualitative or quantitative?

Timing

The length of the research (day/ month) • When do you need results by/Is there a constraint on the timeline? Why?

• When do you need the proposal?

• When will you make a decision?

Budget The amount of money that the client is able/ ready to pay. To allow us to scope an appropriate scale of the study for you, please let us

know what is the budget you have set aside for this study?

Deliverables

The format of research outcome that the client want to receive. Do you have any special deliverable formats requirement?

• Topline charts/ results

• Management Report in PPT/DOC?

• Verbal Presentations?

Key contact

• Completed By:

• Date:

Client Name:

Key

Element Sub Element INPUT FROM CLIENTB

us

iness N

eed

s

Assessm

en

t

RESEARCH

BACKGROUND &

BUSINESS OBJECTIVES

• Tet is the biggest holiday for Vietnamese to welcome the new year. Pepsi always considers Tet as the biggest campaign throughout the

year to build the connection with target audience. Moreover, for business wise, Tet is also one of the main volume source for brand, which

definitely proves the importance role of Tet season in Pepsi’s performance. In the market, there are many brands activating on Tet period.

• The objective is identifying a strong consumer insight that Pepsi can leverage on to build a strong connection and relevance to consumer in

Vietnam context as well as Differentiate Brand A with other brands who is also activate at Tet.

RESEARCH OBJECTIVES• Primary objective: strong and powerful insight for Digital Marketing Campaign; target audience habits before and after Tet; BEI of Pepsi

comparing to Coca Cola

• Secondary objective: channels to effectively approach target audience

DECISIONS TO BE MADE

& STAKEHOLDERS• The outcome will be used to generate/ launch the idea for Pepsi Tet 2016 Marketing Campaign

• Internal – Marketing and Customer Development; External – Communications Agency will use the output of the research

Researc

h D

esig

n

Co

ns

ide

rati

on

REQUIREMENTS FOR

TRENDING Compare the findings to the same research in 2014

GEOGRAPHIC

COVERAGEHanoi, HCMC, Da Nang and Can Tho, covering both urban and rural areas.

TARGET/ SAMPLE

REQUIREMETS

• Age: 18 – 25

• SEC ABC (male and female)

• Both users and non users of carbon hydrated drinks

• Quantitative Sample requirement: being able to represent the key big city of Vietnam

METHODOLOGY Qualitative (conducted first) and Quantitative Research

Timing

• Proposal submitted within 1 week from the brief meeting

• Final report must be sent on 8 November 2015 (3 months before Tet) for Salesteam and Commincations Agency to work with the result

• Field work in 1 month and Topline report should be sent on 25 October

BudgetShould not be greater than $50,000 (maximum 40% for qualitative research)

Deliverables• 1 PPT Topline Report

• 1 PPT consolidated Qualitative + Quantitative Full Report

• 1 Face to Face Presentation

Key contactCompleted By: Pham Minh Quang

Date: 8 September, 2015

Client Name: Suntory Pepsico

CASE ASSIGNMENT 2.2 - Insight/Brand CSDEXAMPLE

THANK YOU!