Young Marketers Elite program - Season 3

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment Zero]
Ngọc Khánh + Nhật Minh + Thiên Vân

2. 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

3. Insight: underlying truths based on behaviors, experiences, attitudes, emotions,
or beliefs that is powerful enough to effect change.
What is INSIGHT
In/ deep inside
Emotion
Expectation
Dream…
A sight/ outside
Behavior
Habit
Attitude…

4. 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
Example

5. 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.

6. Journey to obtain a good insight
Information: The what
What people think and do, what are their behavior, attitudes
or habits
Understanding: The why
Why human think and do like that? What are their triggers and
barriers towards specific behaviors
Insights: The “Aha” moment
The 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 transformation
putting these solutions into reality

7. Holistic understanding of people/Type of insight
People
CONSUMERS
SHOPPER
MEDIA
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

8. 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 communication
On 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 activation
Young 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 Innovation
Mom 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

9. MARKET RESEACH

10. 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

11. - Relevant: focus on answering the business question
- Reliable: methodology and execution bring credible outcome
- Actionable: outcomes suggest direction for business
Type Methodology Kind of collecting
data
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

12. 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

13. 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:

14. 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

15. 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

16. 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 launchingPre
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

17. BRAND POSITIONING

18. 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

19. POSITIONING FORMULA
WHO
WHAT
NEED
UNIQUE
-NESS
RTB

20. 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
UNIQUENESS
WHAT
NEED
WHO

21. 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

22. - 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

23. Communication is the rope connection between
Brand and Consumer
BRAND COMMUNICATION

24. 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.

25. 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.

26. These cover all of the communications activities that
bring the Campaign Idea to life
ThethreeKeyelementsofIBC.
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.

27. Brand Essence
Brand Communication Idea
Campaign Ideas
A catalyst to get closer
Fresh breath to get closer

28. Brand Essence
Brand Communication Idea
Campaign Ideas
Share the happiness moment
Open happiness

29. BRAND ACTIVATION

30. Brand Activation
Influence purchase intent
Reach 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 - SHARE
Interesting – Relevant – WOW moment
A good activation must

31. 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 and
communication objectives
A system/method in which customer can
have integrated experiences with brand
 distinctively bring brand spirit to life
Platform
Idea
Channel
Sampling
On-groundCinema BillboardTV
SponsorshipPRRadio In-store Website
Platform/Idea/Channel

32. 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
2
IDEA
3
CHANNEL
CHANNEL CHANNEL CHANNEL
CHANNELCHANNEL CHANNEL

33. Brand
Activation
Example
HENNESSY
Brand Activation Platform: MUSIC
Brand Activation Idea 1
FIND THE HIT SONG
Brand 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

34. BRAND INNOVATION

35. 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 advantages
Make profit!
Definition & Purposes

36. Brand Innovation
Principles & Types
Base on
Market
& Brand
strategy
Meet the
innovation
direction
Within the
brand
boundaries
Innovation Strategy Principles
Types of innovation REFRESH COMPETE BREAKTHROUGH

37. Example:
Starbuck ready-to-drink pack
that can be bought outside Starbuck
store
Keep existing benefits
but refresh the offer
REFRESH
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

38. Brand Innovation
Innovation 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

39. 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
OUTPUT
Concept 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

40. - Ngọc Khánh + Nhật Minh + Thiên Vân -