2. Brands use “functional benefits” of their products to serve this level of insight
(basic needs of consumers). If a brand only serves this level, it just comes to
“Like it” stage on Brand love curve when consumers are satisfied with the
function of products. If there are many brands serve the same functional need,
consumers are easy to choose different brands and uncertain to stick to one
particular brand. In this case, if a brand wants to win, they have to maximize
quality of their products to compete with other brands.
Ex: With high quality paper, nice book-cover, beautiful organized text and
pictures in every book, and wonderful content, books of TGM Corporation
are out-standing in self-help book category, compete with Thai Ha Book,
Alpha Book,... which serve the same functional needs: “information about self
development”.
3 LEVELS OF CONSUMER INSIGHT
FUNCTIONAL NEED
Basic needs„
EMOTIONAL NEED
Fear/Hope/Pleasure/Self-confident„
ASPIRATIONAL NEED
Faith/Belief/Ritual/Dream/Desire„
1. FUNCTIONAL NEED
Brands create many experiences using “emotional benefits”
to satisfy consumers’ emotional need and tug to their heart..
If a brand serve successfully this level of consumers’ insight,
consumers will start to love this brand because it is suitable
with their lifestyle. At that time, a brand moves to “Love it”
stage on Brand love curve.
Ex: The Maker Concept Coffee Shop
(https://www.facebook.com/themakerconcept/) sells place
for creativity, do not sell coffee only. With proposition “where
IDEAS are shared”, The Maker Concept inspires consumers
to feel more creative while drinking coffee at this place.
There are few brands who serve successfully this level of insight. If a brand
successfully tackles this level of insight, they will have loyal fans who
become outspoken ambassadors for brand and never switch to other
brands. A brand which becomes a part of consumers’ life will move to
“my beloved brand” stage on Brand love curve.
Ex: Liuxury Store (https://www.facebook.com/ThegemDL/) sells “belief
stones” by exploiting the consumers’ aspirational needs about their
dream of better life, their belief of faith, their fear of destiny. I get
acquainted with the girl who owns this business. She tells us about
surprising monthly revenue in spite of the fact that fanpage does not have
lots of fans. By satisfying successfully this level of insight, this shop has more
and more loyal consumers who bring out enormous profit although it is just
on the early stage.
2. EMOTIONAL NEED
3. ASPIRATIONAL NEED
3. EXAMPLE ZERO: OMO EXAMPLE 1: PHUC LONG
Kids clothes get dirty
They can’t help it when they are
playing
They are thinking about their games
with their friends, not their clothes
By playing they are building
friendship and learning new things
I will feel free to let my kids get dirty
and learn something
why
why
why is that importan
so what
FUNCTIONAL NEED
What for
Unleash my kid’s potential ASPIRATIONAL NEED
FUNCTIONAL NEED: Stain removal
EMOTIONAL NEED: Mom feels free to let their
kids play and learn
ASPIRATIONAL NEED: Unleash kids’ potential
EMOTIONAL NEED
Brandwillfindthemostsuitablelayerwhichcanleadtobestopportunities
I like to go to famous coffee shops
I want to choose the best quality cup of
coffee for me
I believe that the best just come from
great passion
I think drinking a passionate cofee
brand will support and encourage me
to pursue my strong passion in my life
I strongly believe that “living with
aspirational passion” is an ideal for
worth-living life
why
why
why is that importan
FUNCTIONAL NEED
ASPIRATIONAL NEED
EMOTIONAL NEED
why is that importan
FUNCTIONAL NEED: Coffee shop provides the best
quality cups of coffee
EMOTIONAL NEED: Consumers are inspired to
continue on the road pursuing my strong passion in life
ASPIRATIONAL NEED: Living with aspirational passion
Create solutions in 3 levels Create solutions in 3 levels
Brand Essence:
Great Passion,
Best Quality
4. EXAMPLE 2: EVIAN EXAMPLE 3: HARLEY DAVIDSON
When I get older, I’m more careful in
choosing my food and beverage
I care much about my health when I get
older. I want to consume pure thing,
especially pure water
I believe something “pure” will bring
healthiness to my body inside
I want my body to be young. I dont
want to be seen as old person.
I desire to be ageless
why
why
why is that importan
FUNCTIONAL NEED
ASPIRATIONAL NEED
FUNCTIONAL NEED: Pure, that brings your
healthiness to your body inside
EMOTIONAL NEED: Live young
ASPIRATIONAL NEED: I am ageless
EMOTIONAL NEED
Brandwillfindthemostsuitablelayerwhichcanleadtobestopportunities
I want a large motorcycle
I want to be seen as an American bad
guys.
I admire them and want to live with
their lifestyle
They feel free to do what they want.
They don’t scare anything.
I dream of becoming a rebel with
freedom.
why
why
FUNCTIONAL NEED
ASPIRATIONAL NEED
EMOTIONAL NEED
Why do you like that
FUNCTIONAL NEED: A large motorcycle
EMOTIONAL NEED: I want to be seen as an American
bad guys
ASPIRATIONAL NEED: Becoming a rebel with freedom
Create solutions in 3 levels Create solutions in 3 levels
Brand Essence:
Liberation
why is that importan
why is that importan
5. Finding information about what people think and do (attitudes and behaviors) to find key fact/truth of
target consumer.
Then, pick out some fact that you feel potential to further deepen
4 step for finding Consumer Insight
To finding consumer insight, the first thing you need to define is Who is your Target Consumer (TC)?
TC is the group that brand can MATTER the most (sometimes can be who already CARE the most)
Start from a fact/truth in step 2 and asking “WHY” to develop understanding why TC do it.
To gain deep understanding about TC, you need:
- Don’t just ask why, you need keep asking these questions such as Why is that important? What if? Which
mean? So what?
- Create a conversation with the consumer and put them in a state described than just as you asked, they
answered
When to stop ask why? What is the exploitable insight?
Exploitable Insight is the answer to the question “What is the only thing that consumer need/want/desire?”
and your business/brand can satisfy that need in new ways and competitive.
How do you know you’ve got the insight of providing a competitive advantage?
It should appear: fresh, enduring (fundamentally true), relevant to the TC, exciting (potential to execution),
call to action and only your business/brand can satisfy that
You can stop ask “why” when you found this.
STEP 4
Insight
STEP 3
Understanding
STEP 2
Get fact
STEP 1: Define
Target Consumer
6. Step 2: Get fact
Step 1: Define Target Consumer
Step 3: Understanding
Step 4: Insight
- Male, 18-25
- Urban
- Attitude: want to be seen as fashionable guy.
- Behavior: While shopping, 86% target consumers carefully watch the
price before make buying decision.
I have to choose carefully clothes that are not only suitable to my
income but also fashionable.
As a young men who love fashion but don’t have much money, I want
clothes that are not only suitable to my income but also fashionable.
CATSASHOP
Thời trang nam giá rẻ
- Care about fashion
- Income: B, C
EXAMPLE
WHY?
Less income prevents me from spending lots of money for clothes, in
spite of the fact that I love fashion
So what?
Which mean?
7. good
insight
Good insight for Adverting Idea is based on insight for brand
and creates Brand advantage in relevant social context.
Both good brand insight and advertising insight
need 4 key elements in the right side.
But, the difference between Brand Idea and
Advertising Idea makes the difference between
Good Insight for Brand Idea and Good Insight for
Advertising Idea.
Used in a long-term (several years and longer),
create competitive advantage and suitable
Used in sort-term (several months), based on the Brand Idea
and related social context
Good insight for Brand creates Brand advantage
and sustainable in long-term
Brand insight: Young people admire the
talent and self-belief of sporting heroes.
Wearing the same gear is a way of taping
into their energy and supporting their own
self-belief
Fundamental truth
Category specific
Deep emotional drivers
Person (I, Me)
BRAND IDEA ADVERTISING IDEA
Campaign “Find your greatness” (https://www.youtube.com/watch?v=WYP9AGtLvRg)
of Nike with a powerful message to inspire anyone who wants to achieve their own
moment of greatness in sport: Working out is good for all of us, no matter what your own
personal goals are. We don’t have to push to win a gold medal to be motivated to get
out there and run. This campaign was launched just as the world focuses on the best of
the best: Olympic event.
Communication Insight: I don’t try my best in sports to achieve amazing goals because
I believe that “greatness” is a special gift for every superstar athlete, not just for me.
Brand insight: I want to enjoy a traditional
cup of coffee that are original and
characterizing for Vietnam because I always
respect and proud of timeless value of my
country.
Campaign “Vinacafe – Cup of love” was launched in Tet 2014 which is a special
occasion of Vietnam when family members gather together and show love to each
other.
Communication Insight: As a Vietnamese young people, I respect family love. I truly
love and respect my fathers and mothers but feel shy and embarrassed to say “love
message” to them.
8. 4 steps of Marketing Process
1. Situation
Analysis
2. Marketing
Strategy
3. Marketing Mix
Decisions
4. Implementation
& Control
1. SITUATION ANALYSIS
Firms need to do market research and analyze the external
and internal environment (macro & micro environment) to
identify opportunities to satisfy unfulfilled consumer
needs.
Here are some frameworks that support to situation analysis:
_ 5C analysis – Company, Consumers, Competitors, Climate.
Company covers internal situation and the rest external
situation.
_ PEST analysis – political, economic, social and
technological.
_ SWOT analysis – Strength, weaknesses, opportunity and
threat.
3. MARKETING MIX DECISIONS
These 4Ps are parameters that the marketing manager can control, subject to the internal
and external constraints of the marketing environment. The goal is to make decision that
centre the 4Ps on the Consumers in the target market in order to create perceived value
and generate a positive response.
Decisions fall into 4 controllable categories. To our group, those depend on consumer
insight to penatrating product catching consumer eyes and convince them to use.
1. Product development – specifying, designing, and producing the first unit of the product
2. Pricing decision (pricing strategy, volume discounts and wholesale pricing, seasonal
pricing, funding,...)
3. Place decision: (distribution channels, market coverage, inventory management,...)
4. Promotional campaign development: (promotional strategy, advertising, sales
promotion,...)
2. MARKETING STRATEGY
Once you have identified the best opportunity to satisfy unfulfilled consumer needs, a marketing
strategy or a strategic plan can be developed. Marketing Strategy involves 4 things which all
need the roles of consumer insight.
1. Segmentation
Market segmentation is the identification of portions of the market that are different from one
another that allows the firm to better satisfy the needs of its potential consumer. Each segment has
it own consumer insight. By focusing on your segmentation , you can find good insight which is
relevant to your segment.
2. Targeting
Firm should make target before penetrating by considering these aspects: Size of the segment,
Growth rate of the segment, Sale potential for the firm in the segment, Expected profit margins in
the segment, Required market share to break even.
Those can be made clear by evaluating size of consumer insight: How many consumers have this
insight? How strong is the insight? Is there any other firm or category also can fulfill this consumer
insight.
3. Positioning the product within the target market
4. Value proposition to the target market
4. IMPLEMENTATION & CONTROL
At this point in the process, the marketing plan has been developed and the
product has been launched.
As the market changes, marketing mix can be adjusted to
accommodate the changes either changing the advertising message or
redesign the entire product entirely.
Control makes sure that the marketing programme moves in the direction
set for it.
Sometime, consumers’ desire is influenced by society’s changes, trends,
periods of time,... and their insights also change at the same time.
Therefore, brand must be sensitive with the trends and changes in market
and consumers’ needs to revive suitable consumer insight. With new
consumer insight, brand may need to change products' structure,
packaging, promotion campaign, etc„
9. 1. SITUATION ANALYSIS
In toothpaste industry in Vietnam, when
buying a toothpaste products,
consumers expect to receive benefits
such as: avoiding cavity, aromatic
breath, whitening and strengthening
while many people need more
benefits.
Many toothpaste brand focus on those
benefits: avoiding cavity (PS), Healthy
gum (Colgate)
Close up find out an unmet need
which hadn't been fulfilled: aromatic
breath.
Therefore, they launched Close up with
functional benefit is fresh aromatic
breath.
TAKE CLOSE UP BRAND IN VIETNAM AS 1 EXAMPLE
2. MARKETING STRATEGY
1. Segmentation:
Close up choose young people are their segment.
2. Targeting:
13-24 years old, social class ABC single without kids
Brush 2X a day, and demand long lasting fresh breath and
white teeth to gain extra confidence
Close up find out an insight of youth when using
toothpaste: I brush my teeth not only because I want
healthy teeth but also want to have fresh breath so I
can be confident to communicate with other people.
3. Proposition: “ Hơi thở thơm mát, tự tin gần nhau hơn'
In Maslow Need, Close up satisfies social need: “I want to
be loved”.
Close up gives confidence in those very “up close and
personal’ situation”.
Couples with bright smiles in very “close” situations are
featured on the packaging, and commercials depicted
youthful adults blowing kisses at each other.
10. 3. MARKETING MIX DECISIONS
1. Product:
Close up gel uses silica as its base. Silica
is considered a more efficient abrasive
and an ingredient that’s non-reactive
to other elements, in the formulation-
like flavours or actives.
2. Place:
Close up is easily available at every
retail store and super store where
young people can easily go shopping.
Mainly it appeals more to youngsters,
teenagers.
3. Price: suitable to young people.
4. Promotion:
Close up advertisements are mụch
awaited for they paint a beautiful
world of fun and youthfulness, free of
day-to-way worries. Close up
advertising is the all-song, all-dance,
which reflect young spirit. All ads are
suitable to lifestyle and insights of their
target consumers.
TAKE CLOSE UP BRAND IN VIETNAM AS 1 EXAMPLE
4. IMPLEMENTATION & CONTROL
In 2014, Close up communicated that their product have 2 functional
benefit: aromatic fresh breath and whitening. But they still focused on fresh
aromatic breath.
https://www.youtube.com/watch?v=FUC9MucAoXc
In 2015, Close up product launched Diamond attraction with instant
whitening function and only focused that function.
https://www.youtube.com/watch?v=p_Bx99NKdbA
Why did they do so?
Consumer change - Brand change
When the need for basic commodities such as tooth, decay resistant,
fragrant mouth are met, the consumer tends to take up a new demand: a
quick white teeth with toothpaste (unmeet need that other brands have
not met)
Why Close up suited to do this?
So far, Close ups have been talking story "confidently closer thank to fresh
breath" and elements "white teeth" are also a factor that help consumer
be confident to be together.
And then, We think brand positioning of close up changed to "A Catalyst
(white teeth, fragrant mouth) to get closer," instead of just talking about
the story "Fresh breath to get closer“.
All activities are based on consumer understanding to help brand is chosen
by target consumers.
11. Assignment 3.1 – Consumer Insight 2
Group 1: Đình Giang, Ngọc Khánh, Khánh Thy
THANK YOU
