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Young Marketers Elite 3 - Assignment 3.1 - Nhóm 5 - Thiên Vân - Thanh Vy - Thanh Thùy

Bài 3.1 - Insght part 2

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YOUNG MARKETER – ELITE PROGRAM 3
ASSIGNMENT 3.1 – CONSUMER INSIGHT (2)
Thanh Thùy – Thanh Vy – Thiên Vân
Insight is penetrating understanding that hooks the brand into
consumer’s need and want
Based on Maslow hierarchy, they have many levels That’s
why
Insight has many level and can be explored from many
angles
INSPIRATIONAL INSIGHT
FUNCTIONAL INSIGHT
EMOTIONAL INSIGHT
From the functional benefit that
the brand can satisfy
From the emotional benefit that the
brand can satisfy, reflect how
consumers feel if they use
From spiritual inspiration of the
consumer as they always desire or
dream of
I want a milk product that
can protect my child’s
health from the inside
I want to be a good mom,
which expresses by which
product I choose for my
child
People don’t know
exactly how much water
that they drunk => “4
chai 2 lít 1 ngày”
Choosing water brand to
drink is also to show who you
are, how style you chose
=> Aquafina & fashion
Note: according to Brand love curve, you should check
your brand health to know where you stand, to decide
how deeply you should explore your consumer’s
insight.
More competitive the category is,
deeper the insight should get
As a mom, I want my child
playing a lot to experience
the most, while his health is
surely protected.
N/A
I want my teeth clean
and breath so fresh.
I want to get close to my
partner to show my love.
Love needs confidence,
but Vietnamese youth
lacks it => “get confidence
in love with close-up”.
CONSUMER INSIGHT’S LEVEL
1. Common things sharing among
customer.
M&M: my chocolate easily melts on my
hand -> chocolate is covered by sugar
2. Hobby/Everyday problems.
Wearing helmet make my hair get
dandruff
3. Beliefs and attitudes.
Tide: truly white means
truly clean.
Bucamita: I believe fish is always good for
health
4. Emotions and sensations.
British Airways with campaign “Magic of
flying” (link below)
“When I see plane flying in the sky, my
childhood comes back to me”
5. Social and individual self
Saigon special – I was in tough situation,
but I tried my best to be successful now,
which makes me feel proud of my self “bạn
không cao nhưng người khác phải ngước
nhìn”
6. Philosophy – fundamental nature of
reality, existence that everyone know but
easily forget.
Dove – I believe the real beauty is beauty
for real without artificial factor
“DOVE - TRUE BEAUTY”
Nike: I want to win
myself and reach self-
belief to do what I
want
6 ANGLES TO SEE THE INSIGHT
Finding Insight is
seeking the deep
reason why there is a
gap between what
consumers think and
do.
Ex:
Beef price increases,
vegetables price dereases.
Normally think: buy less beef,
more vegetables
Do: buy less beef, less
vegetables.
Why? I think that beef is luxury
and vegetables is popular,
vegetables price increasing
makes me feel my poverty
and buy less both of them .
Insight can be found if we accept there
is no gap between “we” and “they”
Before finding consumer
Be a curious child and
get rid of assumption by
defining what we
actually know and
unknow
PROCESS for
Finding Insight ● Observation
Ex: Motorcycle insurance is bought with very cheap price 15.000
VNĐ/year in area which the police usually check up
Insight: I need motorcycle insurance as a tool to cope with the police.
● Information (fact, market research report...)
Ex: 80% women want to have a beautiful kitchen.
Insight: A beautiful kitchen makes me inspire to cook delicious dishes for
my beloved family.
● Drilling down from business problem:
- Barrier to purchase (Cost, Ease, Interface)
- Perception of value (what consumer think of product...)
- Category/Competitor issue (trend decreasing in category,
strong competitor…)
- Product/service characteristics (what you do better for
consumer)
• ASKING
- Digging deeper by asking why, so what, what if, why is that
important...
Ex: The women always make effort to keep their skin white.
Why? White skin makes me good-looking.
Why is that important? A person having white skin show that they are
brilliant and have affluent life.
Insight: I want to be more beautiful by having white skin because I
believe that white skin will help them to gain confidence and have a
brighter life.
Collect what we explore
new understanding
about consumer
Connect
Pick up and synthesize
what we know about
consumers
Craft and choose
winning insight
Methods and Examples
FINDING INSIGHT
Oh! x It’s me → Good insight
…Fresh
…Exciting
…Deeply penetrate in consumers’mind
…Actionable
But how do we know that is GOOD INSIGHT
In general...
…Single-minded
Ex: OMACHI
Instant noodle is a delicious and convenient food. But eating it makes my body hotter and acne appear easily.
I need a kind of good instant noodle which is not harmful for my facial skin.
https://www.youtube.com/watch?v=OQtXwRnsfC8
Good insight can come from inconvenient truth - a deeply felt human truth that bonds consumers to our brand
Ex: Although that is stressful to do multitasks in a short time, I clearly perceive that pressure makes me improved in
my work.
…just only your brand can satisfy
Insight for brand idea is strong, endurable and
inspired enough to build brand in long-term and we
can brainstorm lots of ideas for every proposition.
Ex:
Let’s colour
https://www.youtube.com/watch?v=4vhj1vMjCuE
Personalise your world
https://www.youtube.com/watch?v=WX27DR0tokE
Good insight for BRAND IDEA : having 4 elements
My home and surroundings have a
powerful influence on how I think, feel,
and live.
So I feel inspired when they reflect who I
am – and by painting them I can even
become who I want to be.
• Link to brand essence and consistent to
communication idea
• Forget extreme-tones communication and create
messages that can resonate with consumer.
• Show the another deep angle that widen
experence for target audience
Good insight for ADVERTISING IDEA
Ex:
Hexos Candy presents its role as returning your voice
when you feel uncomfortable in your throat.
But with the muted, Insight “For once in my life, I
dream of being heard my voice ”
Campaign Voice for all
https://www.youtube.com/watch?v=7OXc4PEc_ek
Fundamental
truth
Deep emotional
drivers
Category
specific
Personal (I,me)

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Young Marketers Elite 3 - Assignment 3.1 - Nhóm 5 - Thiên Vân - Thanh Vy - Thanh Thùy

  • 1. YOUNG MARKETER – ELITE PROGRAM 3 ASSIGNMENT 3.1 – CONSUMER INSIGHT (2) Thanh Thùy – Thanh Vy – Thiên Vân
  • 2. Insight is penetrating understanding that hooks the brand into consumer’s need and want Based on Maslow hierarchy, they have many levels That’s why Insight has many level and can be explored from many angles INSPIRATIONAL INSIGHT FUNCTIONAL INSIGHT EMOTIONAL INSIGHT From the functional benefit that the brand can satisfy From the emotional benefit that the brand can satisfy, reflect how consumers feel if they use From spiritual inspiration of the consumer as they always desire or dream of I want a milk product that can protect my child’s health from the inside I want to be a good mom, which expresses by which product I choose for my child People don’t know exactly how much water that they drunk => “4 chai 2 lít 1 ngày” Choosing water brand to drink is also to show who you are, how style you chose => Aquafina & fashion Note: according to Brand love curve, you should check your brand health to know where you stand, to decide how deeply you should explore your consumer’s insight. More competitive the category is, deeper the insight should get As a mom, I want my child playing a lot to experience the most, while his health is surely protected. N/A I want my teeth clean and breath so fresh. I want to get close to my partner to show my love. Love needs confidence, but Vietnamese youth lacks it => “get confidence in love with close-up”. CONSUMER INSIGHT’S LEVEL
  • 3. 1. Common things sharing among customer. M&M: my chocolate easily melts on my hand -> chocolate is covered by sugar 2. Hobby/Everyday problems. Wearing helmet make my hair get dandruff 3. Beliefs and attitudes. Tide: truly white means truly clean. Bucamita: I believe fish is always good for health 4. Emotions and sensations. British Airways with campaign “Magic of flying” (link below) “When I see plane flying in the sky, my childhood comes back to me” 5. Social and individual self Saigon special – I was in tough situation, but I tried my best to be successful now, which makes me feel proud of my self “bạn không cao nhưng người khác phải ngước nhìn” 6. Philosophy – fundamental nature of reality, existence that everyone know but easily forget. Dove – I believe the real beauty is beauty for real without artificial factor “DOVE - TRUE BEAUTY” Nike: I want to win myself and reach self- belief to do what I want 6 ANGLES TO SEE THE INSIGHT
  • 4. Finding Insight is seeking the deep reason why there is a gap between what consumers think and do. Ex: Beef price increases, vegetables price dereases. Normally think: buy less beef, more vegetables Do: buy less beef, less vegetables. Why? I think that beef is luxury and vegetables is popular, vegetables price increasing makes me feel my poverty and buy less both of them . Insight can be found if we accept there is no gap between “we” and “they” Before finding consumer Be a curious child and get rid of assumption by defining what we actually know and unknow PROCESS for Finding Insight ● Observation Ex: Motorcycle insurance is bought with very cheap price 15.000 VNĐ/year in area which the police usually check up Insight: I need motorcycle insurance as a tool to cope with the police. ● Information (fact, market research report...) Ex: 80% women want to have a beautiful kitchen. Insight: A beautiful kitchen makes me inspire to cook delicious dishes for my beloved family. ● Drilling down from business problem: - Barrier to purchase (Cost, Ease, Interface) - Perception of value (what consumer think of product...) - Category/Competitor issue (trend decreasing in category, strong competitor…) - Product/service characteristics (what you do better for consumer) • ASKING - Digging deeper by asking why, so what, what if, why is that important... Ex: The women always make effort to keep their skin white. Why? White skin makes me good-looking. Why is that important? A person having white skin show that they are brilliant and have affluent life. Insight: I want to be more beautiful by having white skin because I believe that white skin will help them to gain confidence and have a brighter life. Collect what we explore new understanding about consumer Connect Pick up and synthesize what we know about consumers Craft and choose winning insight Methods and Examples FINDING INSIGHT
  • 5. Oh! x It’s me → Good insight …Fresh …Exciting …Deeply penetrate in consumers’mind …Actionable But how do we know that is GOOD INSIGHT In general... …Single-minded Ex: OMACHI Instant noodle is a delicious and convenient food. But eating it makes my body hotter and acne appear easily. I need a kind of good instant noodle which is not harmful for my facial skin. https://www.youtube.com/watch?v=OQtXwRnsfC8 Good insight can come from inconvenient truth - a deeply felt human truth that bonds consumers to our brand Ex: Although that is stressful to do multitasks in a short time, I clearly perceive that pressure makes me improved in my work. …just only your brand can satisfy
  • 6. Insight for brand idea is strong, endurable and inspired enough to build brand in long-term and we can brainstorm lots of ideas for every proposition. Ex: Let’s colour https://www.youtube.com/watch?v=4vhj1vMjCuE Personalise your world https://www.youtube.com/watch?v=WX27DR0tokE Good insight for BRAND IDEA : having 4 elements My home and surroundings have a powerful influence on how I think, feel, and live. So I feel inspired when they reflect who I am – and by painting them I can even become who I want to be. • Link to brand essence and consistent to communication idea • Forget extreme-tones communication and create messages that can resonate with consumer. • Show the another deep angle that widen experence for target audience Good insight for ADVERTISING IDEA Ex: Hexos Candy presents its role as returning your voice when you feel uncomfortable in your throat. But with the muted, Insight “For once in my life, I dream of being heard my voice ” Campaign Voice for all https://www.youtube.com/watch?v=7OXc4PEc_ek Fundamental truth Deep emotional drivers Category specific Personal (I,me)
  • 7. DISCOVERY STRATEGY MARKETING MIX IMPLEMENT & CONTROL THE MARKETING PROCESS The whole Marketing process is very complicated, step-to-step from company business goal to after the end of every campaign. In general, marketers should follow the basic marketing process below MISSION Clarify the reason why brand exists and the benefit it can provide target consumers over the long term In other words, it anticipates the future and role of brand’ products Analyze the situation and research the market to discover the white space that matched brand capacities in order to satisfy the customer unfulfilled needs Set your promise by establishing marketing strategy plan to pursue the mission and opportunities, that involves: Segmentation Targeting Positioning Make decision base on these marketing mix ingredients (4P/6P/4C) Proposition - Product – Packaging – Place – Price – Promotion  To deliver the brand promise to consumers Monitor the marketing mix execution, ensure that we fulfill consumers’ needs consistently, all activities are on right direction,
  • 8. INSIGHT in MARKETING PROCESS DISCOVERY IMPLEMENT & CONTROL Insight play it role in almost steps: DISCOVERY, STRATEGY, MARKETING MIX & IMPLEMENT AND CONTROL Understand the consumers’ needs that were not satisfied  It’s consumer insights Ex1: PepsiCo did a research and found a need of quick-hydrating after activities  Then they make 7UP REVIVE (isotonic water) Ex2: OMO – target: modern mom Consumer insight: I’d rather my kids got dirty and learned something than were clean and didn’t. But I don’t have enough time & it’s hard to clean their clothes. Brand insight: Getting dirty through playing is the way children learn & develop. OMO removes all the tough stain and give children freedom to learn & play Brand positioning: The number 1 sustain remover Brand Big Idea: Dirt is Good Brand Activation platform: kids activities to learn & play - (Bé làm Hiệp sĩ Xanh – ngại gì lấm bẩn) Brand innovation: help mom save time in washing: OMO washing water - Consumer insights have to be sharpen to become brand insight to identify brand positioning. - Under brand positioning, brand big idea must be consistent and appeal to the -consumers’ who have this insight - Insight also take it role of direction brand activation and brand innovation platform How to do: conducting research thoroughly market STRATEGY In marketing mix, insight help marketer to - Innovate new product - - Identify place/price - Identify Communication insight for Promotion Ex3: OMO – target: modern mom New product: (see innovation above) Place/price: suit for urban mom with higher price than others, placing both Traditional Trade & Modern Trade (mainly in modern trade channels) Communication Insight: for Tet campaign 2015: Tet is the time of family union but thousand of people can’t be home. And through simple act, my kid can help them & learn to be a good one Communication Idea: “Tết làm điều hay, ngại gì lấm bẩn” MARKETING MIX Ensure that campaign consistently followed the insight & direction that identified Ex4: Vinacafe – Chất In social fanpage “Chất”, all contents must be consistent with theme “Chất – since 1968”
  • 9. BRAND ACTIVATION PLATFORM BRAND POSITIONING Insight direct the marketing strategy Brand promise: “Cà phê nguyên bản, đậm đà chất Việt” Campaign Vinacafe – Heritage (Chất từ 1968) Insight: “I need a cup of coffee which has full-flavour of Viet heritage and originally made of coffee seed, and it still expresses the combination of bold- but-not-too-old, youth and Vietnamese.” DISCOVERY STRATEGY GOOD INSIGHT - single- minded - Actionable - Suitable for only Vinacafe BRAND BIG IDEA Tinh túy vị thời gian PRODUCT INNOVATION - “Vị cà phê nguyên bản”: combination of “đắng dịu, chua thanh, chát nhẹ ngọt và béo” - Bí quyết tạo ra cà phê hòa tan 3 trong 1: “360 chăm chút hạt, 15 ngày cà phê khô như ý, 16 phút/mẻ rang” - “100% nước cốt đầu” MARKETING MIX Base on Insight & satisfy it! Heritage coffee for heritage Vietnam PLACE & PRICE Modern Trade channel (mainly) Vietnam Airlines Price: 48,000 Target: young & modern youth Suit for modern/urban youth PROMOTION For campaign: CHẤT THỜI GIAN Communication insight: I want to protect the Vietnamese heritage but it is something that seem too old for young and hard to imagine.  Vinacafe create a campaign that visualize the heritage, through photo collection of “CHẤT THỜI GIAN” IMPLEMENT & CONTROL Keep execution consistently satisfy INSIGHT