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Young Marketers Elite 3 - Assignment Zero.1 - Ngọc Khánh + Nhật Minh + Thiên Vân

  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: 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: Insight for brand activation Young couple find struggles to express their love, especially when proposing the partner. Close-up’s Love Boulevard: Insight for brand Innovation Mom want the fragrant stay long-lasting on family’s clothes after using fabric conditioner. Comfort Hat luu huong: Insights to business solution
  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
  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
  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
  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
  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 -