FTA Marketing Research Credentials
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FTA Marketing Research Credentials

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    FTA Marketing Research Credentials FTA Marketing Research Credentials Presentation Transcript

    • Corporate vision “Excel with world-class research expertise which is genuinely powered by strategic understanding of client’s business & market”
    • Corporate missions finest service attitude – by which we work closely with client trusted project quality – in this, client trusts us actionable marketing & business recommendation – with this, we add real value to our client’s business
    • Company milestones 2009 2006 • 100 researchers 2004 • 40 researchers • First in VN to obtain ISO 20252 – British Standard Institute • Representative of ESOMAR in • 20 researchers Viet Nam 2002 • Marketer support program via Viettrack & FTA CRM • National expansion • Professional market research training via Marcom, Pace, IAM • Start-up head office in HCMC • ESOMAR member
    • Company strengths & service differentiators 7. Strategic care 6. In house business experts 5. Practical risk minimizing research products 3. World class quality standard 4. Intensive local experience 1. Nation - wide data collection coverage 2. Advanced data processing
    • 1. Nation wide data collection coverage • More than 500 well trained interviewers across urban and rural Vietnam • Comprehensive training provided to interviewers including: – communication and interviewing skill – types of questions and how to ask each type of questions – following sampling instruction. • Motivating reward & punishment system to ensure maximum compliance from interviewers • Accessible & open process for client to accompany and observe at any time
    • 2. Advanced data processing • Licensed data processing & analysis suite from Plenari Australia – fast data cleaning and logic check, enabling double key punching quality control on data input – minimizing man made errors via automatic charting function – reducing reporting time significantly (3 times against other traditional software) – compatible with other common software like Quantum, SPSS, MS Access, Excel • Unique & powerful analysis – automatic highlight of significant differences in data sub groups – allowing insightful and deep data mining – offering advance multivariate analyses • Various applications on: – Online survey – CATI – PAP
    • 3. World class quality standard • The first research agency in Vietnam (Nov 2009) and among the first 30 agencies in the world successfully implementing ISO 20252, certified by British Standard Institute. Thus, we have: – Internationally equivalent quality – Resource competence & qualification qualifying – International quality control standard for standardized steps in quantitative and qualitative research process. • ESOMAR representative in Vietnam – Promoting code of research practices - ICC/ ESOMAR – Attending and participating ESOMAR conference, workshop on updating research methodology, practices, and trends – Promoting the use of professional market research in the local Vietnam market • International facilities & equipments (CLT studio, one way mirror focus group, CATI stations, online panel, block sampling system)
    • well recognized by international agencies HANSA Research
    • 4. Intensive local experience Advertising Appliance Automotive Agriculture Dentsu Samsung Honda Greenfeed JWT Panasonic Piaggio Quang Dung Richard More Midea SYM Dalat Hasfarm Orchid Electrolux ISUZU Uni-president Ogilvy LG Mitsubishi ADC Dien Quang Harvest Banking & Finance Beverage Confectionery Construction ACB Sabeco Lotte Holcim Techcombank Pepsi Kinh Do Levis paints AIA Insurance Tribeco Orion American Home Vina Capital Moet Hennessy Perfetti Van Melle Lotus VIB bank MFB Bibica Bluescope Steel HSC Vinacafe Akzo Nobel Laska Dong Lam Dairy Products Distribution Education Food Vinamilk Diethelm Apollo Ajinomoto Nestle APL Logistics RMIT Vifon Abbott Fedex ILA Uni-president Dumex IKEA AEI Inter food NIIT KFC Dale Carnegie Loteria Tan Tan
    • with more than 2,000 projects across 30 categories Footwear Home/personal care Hospital Internet/Computer Bitis Unilever FV hospital Yahoo Nike Nivea Hanh Phuc hospital IBM Kao Intel L’Oreal Vinagame Unza Industrial Media Non profit Office Equipment Petrol Vietnam Chicilon media IFC Thien Long Vinashin Golden MPDF Hong Ha Vinakyoei Marketing magazine GAIN Double A Kim Vy Sunflower media World Lung Toshiba TTGas Bac Dau Hong Anh Vietcom VTV Pharmaceutical Plastic & rubber Paper Recreation GSK Dai Dong Tien Saigon Paper Cosmo Sanofi-Aventis Cao su mien nam Unicharm Orient Zuellig Pharma Diana Qi Novartis Megastar MSD Song Be Golf United Pharma
    • and more than 150 clients in past 8 years Retail Real estate Telecommunication Textile/ fashion Metro Cash & Carry CBRE VDC N&M G7 Mart GS SPT FOCI Parkson SG Diamond Viettel Nguyen Kim La Salle VNPT Citimart Bitexco VTI Best Caring Bourbon Hoang Quan Tobacco Travel Vinataba Fidi Tour ITG - Bastos Theme travel IVD - West Mai Linh Vinasun
    • for leading brands in Vietnam
    • 5. practical products - for minimizing client’s business risks - start from our intensive understanding & experience in the local market over the past years
    • risks along a product life cycle customers not loyal competitor reactions sales not growing new opportunities missed distribution issue new development marketing mix not effective maximizing business ideas not accepted wrong consumer insights growth wrong segment market not attractive pre –launch
    • practical & tailor-made research products Customer satisfaction Diagnostic Distribution research check new development maximizing Concept Product Copy growth Segmentation U&A Bi pre –launch
    • brief product introduction • Market Entry & Business Intelligence Bi – Business intelligence using Delphi methodology – Combining desk research with opinion leader in depth interviewers – Providing thorough market overview, market structure, entry potentiality and feasibility • Gap finder – Exploratory qualitative – Providing insights across the “need triangle” (critical needs, unmet needs and trends) – Using advanced projective & enabling techniques for reaching consumers’ subconscious layers • U&A (usage & attitude) – Consumer behaviors & usage drivers – Consumers’ attitudes towards brands
    • brief product introduction • Segmentation – Demographic segmentation – Psychographic segmentation • Factor analysis • Cluster analysis • Norm test – Including product test, concept test and advertising copy test – Providing market benchmarks by categories, time, target customers – Overall liking and drivers for overall liking using regression analysis
    • brief product introduction • Brand check – Brand health measures – the BABL model • Awareness, Trial, Usage • Consideration, Satisfaction, Bonding – Brand equity index (loyalty based) & brand equity drivers – PCM positioning choice map – MCA multi dimension correspondence brand map • 360 mixeval – Single integrated index for marketing mix evaluation – Identify sales volume (100 unit sales) contribution from push and pull activities – Establish category ideal mix – Base for effective communication channel & marketing budget allocation
    • brief product introduction • Distribution check – Coverage/ availability rate – Share of sales – POSM evaluation – Retailers’ insights, behaviors & attitudes • Customer satisfaction – Overall satisfaction index – Factors & elements driving the index – Strategic analysis for improving customer satisfaction • Diagnostic research – A combination of different research method to best identify problem areas and corrective actions
    • 6. In house business experts • Currently employing 11 blue chip client service heads (directors & senior managers) with 7 heading quantitative and 3 heading qualitative, 1 heading CRM. • Having various qualification mixes from both local and overseas: – Master of Marketing from France (1) – Master of Business Administration from Australia (2) – Master of Foreign Trade (2) – Master of Public Services from USA (1) – Bachelor of Marketing (1) – Bachelor of Social Sciences (3) – Bachelor of Information Technology (1) • 8 to 15 years of experience across marketing, research, business in both leading international and local corporations: – Unilever, Nielsen, Philip Morris, P&G, AIM, Kinh Do, NFO, FTA
    • 7. Strategic care CRM system Research client satisfaction tracking Project quality monitoring Customer supports via Update clients with free market information and new research methodologies
    • We thank you & cordially invite you to join our panel to get free monthly market research information & methodology updating Mail to: viettrack@fta.com.vn Call: 84 8 3514 2584 for Ms Thuy Loan – CRM manager Or visit: www.ftaresearch.com