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Young marketers elite 3 - Assignment 4.1 - Nhóm 4 - Hồng Phong-Thanh Thùy-Minh Quang

  1. ASSIGNMENT 4.1 Minh Quang Thanh Thùy Hồng Phong 1. Research Need – Why Research 2. Research Methodology 3. Research and Innovation 4. Research Brief
  2. 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. 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 Diaper Huggies invested in more advertising but its sales was still lower than Pampers. Market research indicated that Pampers with tactic of gifting 3 diapers for every newborn baby formed mothers’ habit of choosing diaper 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
  3. 2. Updating information about the macro environment 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 to measure 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.
  4. 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 Source Is the data existing or not? Data Type Go in-depth or measure? Data Collection - How to get the data? RESEARCH METHODOLOGY Desk Research
  5. 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
  6. 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 MARKET DeclineGrowth MaturityLaunch Product Development Evaluate concept Build 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 result they 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
  7. 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 PROCESS INNOVATION Repeattheprocess-explorethe markettopreparenewproduct launch/re-launcholdproducts/ re-launcholdproductline Example
  8. PRIMARY RESEARCH SECONDARY RESEARCH Qualitative FGD In-depth Interview Quantitative Interview method F2F (face to face) Online Telephone Qualitative Observe natural behavior. Quantitative Internal External Sales Date, database of customer Newspapers, business journals, The Internet, research company… Observation Interviewing RESEARCH IN INNOVATION 1 2
  9. 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
  10. 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
  11. BRIEF ELEMENTS – NECESSARY PARTS IN A RESEARCH BRIEF Key Element Sub Element Explanation Question to clarify BusinessNeeds Assessment 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? ResearchDesign Consideration 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:
  12. Key Element Sub Element INPUT FROM CLIENT BusinessNeeds Assessment 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 ResearchDesign Consideration REQUIREMENTS FOR TRENDING Compare the findings to the same research in 2014 GEOGRAPHIC COVERAGE Hanoi, 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 Budget Should 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 contact Completed By: Pham Minh Quang Date: 8 September, 2015 Client Name: Suntory Pepsico CASE ASSIGNMENT 2.2 - Insight/Brand CSDEXAMPLE
  13. THANK YOU!