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Young Marketers Elite 2013 - Assignment 2.1 - Nguyen Ngoc Tram
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Young Marketers Elite 2013 - Assignment 2.1 - Nguyen Ngoc Tram

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  • 1. ASSIGNMENT 2.1 TOOLS TO EXPLORE MARKET & CONSUMERS – MARKET RESEARCH – NGUYEN NGOC TRAM
  • 2. 1 TYPES OF MARKET RESEARCH APPLE SHOULD GO THROUGH BEFORE LAUNCHING NEW PRODUCT 2 TYPES OF MARKET RESEARCH APPLE SHOULD GO THROUGH DURING PRODUCT LIFE CYCLE 3 RESEARCH BRIEF TO TEST THE NEW LAUNCHING PRODUCT DESK/ SECONDARY RESEARCH PRIMARY RESEARCH/ TEST to have an understand of what consumer needs/ demand & the trend of the market to test the result of desk research/ test the relevance of the new product A key performance area in secondary research is the full citation of original sources, usually in the form of a complete listing or annotated listing. Include: 1. Concept testing 2. Brand name/ Copy testing 3. Product testing 4. Commercial eye tracking research (advertisement, package design, websites, etc. by analyzing visual behavior of the consumer) 5. Communication testing 6. Marketing-mix testing (as call as Total offer test) Secondary sources could include previous research reports, newspaper, magazine and journal content, and government and NGO statistics. (source: wikipedia) APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING
  • 3. 1 TYPES OF MARKET RESEARCH APPLE SHOULD GO THROUGH BEFORE LAUNCHING NEW PRODUCT 2 TYPES OF MARKET RESEARCH APPLE SHOULD GO THROUGH DURING PRODUCT LIFE CYCLE 3 RESEARCH BRIEF TO TEST THE NEW LAUNCHING PRODUCT MATURITY DECLINE GROWTH ANALYSE MARKET SUMMARIZE INFO BUILD CONCEPT EVALUATE CONCEPT DEFINE THE OPPORTUNITY IN THE MARKET COME UP IDEA & BUILD CONCEPT CONCEPT TESTING OVERALL MARKETING MIX TESTING OVERALL MARKETING MIX TESTING DEFINE THE OPPORTUNITY IN THE MARKET TO RELAUNCH BRAND QUALITATIVE RESEARCH QUALITATIVE & QUANTITIVE RESEARCH QUALITATIVE & QUANTITIVE OF TOTAL OFFER RESEARCH QUALITATIVE & QUANTITIVE OF TOTAL OFFER RESEARCH DESK RESEARCH DESK RESEARCH COME UP IDEA & BUILD CONCEPT + CONCEPT TESTING QUALITATIVE & QUANTITIVE RESEARCH OVERALL MARKETING MIX TESTING QUALITATIVE & QUANTITIVE OF TOTAL OFFER RESEARCH APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING
  • 4. 1 TYPES OF MARKET RESEARCH APPLE SHOULD GO THROUGH BEFORE LAUNCHING NEW PRODUCT RESEARCH BRIEF 2 TYPES OF MARKET RESEARCH APPLE SHOULD GO THROUGH DURING PRODUCT LIFE CYCLE 3 RESEARCH BRIEF TO TEST THE NEW LAUNCHING PRODUCT FUNDAMENTAL ELEMENTS FOR A RESEARCH BRIEF: GENERAL PART OF A BRIEF Date  Client’s information (name, contact,…)  Name of project, with short description  Brief accepted confirmation DETAILED PART OF A RESEARCH BRIEF  Market & strategic overview  Background context & Role of Research  Objectives  Suggested approach & Research target(s) (as consumer target/ consumer segmentation)  Action standard  Reporting requirements  Timing  Budget  Existing research or orther information/ materials for reference. Source: http://www.ed.ac.uk/polopoly_fs/1.16492!/fileManager/writing-a-market-research-brief.pdf APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING