This document provides an overview of key concepts in brand strategy and market research. It begins by defining consumer needs, wants, and desires. It then discusses insights, truth, and opportunities. The rest of the document covers various market research techniques including focus groups, retail audits, consumer panels, concept testing, and advertising testing. It also discusses how to develop a brand key, brand positioning, integrated brand communication, and how to develop communication ideas. The overall summary is that the document outlines important concepts for understanding consumers and developing an effective brand strategy through market research and communication.

1. ASSIGNMENT Zero
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2. Consumer Insight
Market Research
Focus group discussion (FGD)
Retail Audit
Consumer Panel
Concept testing
Advertising testing
Brand Positioning
Brand Communication
Brand Activation
Brand Innovation
AGENDA

3. CONSUMER INSIGHT
NEED
The basic consumer
requirements for a
product’s or service’s
specific benefit,
whether that be
functional or emotional.
Ex: Water is essential
for human survival.
WANT
The desire for
products or services
that are not necessary,
but which consumers
wish for.
Ex: Consumers want a
drink that has lemon
taste.
DESIRE/
DREAM
A sense of longing or
hoping for a person,
object or outcome.
Ex: Consumers want a
drink that has lemon
taste and show their
personalities.
 Benefits
 Motivation/inspiration
 Unique promise towards dreams/desires (like the
underwater part of an iceberg, hard to reach but trigger
Marketers the most)
CONSUMER
PRODUCT
INSIGHT
CONSUMER UNDERSTANDING
TRUTH
UNDISCOVERED/
UNLEVERED
“Asian youth tend to
live for the
expectation of their
family and society”

4. “Insight is WHY they do what they do”
BUILD GREAT BRANDS
1
CONSUMER INSIGHT
A penetrating understanding which provides hooks or clues that help marketers to...
MAKE GREAT CAMPAIGNS SOLVE MARKETING JOBS
(Increase Penetration, Consumption, Value)
Johnnie Walker – “Words
of a journey” PR
campaign: “For me, it‘s
not financial wealth but a
purposeful life and
chasing it endlessly is my
definition of success I
want to achieve”
Melbourne’s Metro Trains –
“Dumb way to die”
campaign: “I am sometimes
careless around trains
because the safety
instruction sign at the
stations are too common and
unnoticeable to bother me”
“When playing
adventurous games, I
want a fizzy drink that
helps me to show my
spirit of taking tough and
adventurous challenges”
Aquafina - “4 bottles, 2
liters, 1 day” increases
Consumption: “Through a
long working day, I want to
have a healthy and fresh
way to take care of body”.
(Brand consumer insight consists of: Consumer
truth(want to show my spirit of taking tough and risky
challenges), Category truth(When playing risky games, I
want a fizzy drink) and Brand/Product truth(Mountain
Dew is a fizzy drink for adventurous young man).
“I want to improve my
physiologic status so that I can
keep my married life wonderful
because it’s the most valuable
thing to my life”
Tiger – “Tiger Uncage” -
previously, Tiger targets only
men.This campaign with
message “Uncage" increases
penetration because of
targeting both young men and
women . Insight: “I always lives
in my own cage to meet the
expectation of my family and
culture”

5. STEPS TO INSIGHT
Information
(about what people think and do)
Understanding
(why humans do it)
Insights
2
I want to have a good sex life with my wife
I want to improve my physiologic status
Sex is a crucial part which make my
married life wonderful
Married life is one of the most
valuable thing to my life
Why?
Why is that
important?
“I want to improve my physiologic status
so that I can keep my married life
wonderful because it’s the most valuable
thing to my life”
Why is that
important?

6. RELEVANT
(relevant with the brand,
product, category)
3 HOW GOOD INSIGHTS LOOK LIKE
CATEGORY SPECIFIC
When playing adventurous games, I
want a fizzy drink that helps me to
show my spirit of taking tough and
adventurous challenges
PERSONAL
DEEP EMOTIONAL
DRIVERS
FUNDAMENTAL TRUTH
4 EVALUATING A GOOD INSIGHT
ACTIONABLE
(can trigger actions, change
behaviors of consumer)
REAL
(come from consumer)
FEEL
(consumer can feel it)

7. MARKET RESEARCH
is an organized and systematic way of finding answer to question, its
aim is to reduce the uncertainty & to measure performance
• Help marketers to make confident decisions.
• Identify opportunities and threats
• Tracking and evaluating marketing activities
• Help marketers to thoroughly understand what they are doing.
1 CLASSIFICATION
ACCORDING TO
RESEARCH
METHODOLOGIES
• Desk research
• Qualitative research
(focus group, in-depth
interview, ethno, home
visit)
• Quantitative research
(face-to-face,
telephonic, postal
survey…)
ACCORDING TO
RESEARCH NEED
• Ad-hoc: Customized
Research – conduct
only one time
• Strategic: Continuous
Research – conduct
many times, help to
evaluate outcome and
identify new market
trend...
ACCORDING TO
SOURCE OF
DATA
• Primary data
• Secondary data
ACCORDING TO
RESEARCH
OUTCOME
• Qualitative research:
Understanding &
Explaining
• Quantitative
research: Describing
& Measuring/
Counting
ACCORDING TO CLIENT
REQUEST
• Syndicated research:
made independently by
research company, sold to
many client (Retail Audit,
Consumer panel, Media
rating...). It is for many clients
and cost-saving.
market trend...
• Customized research:
requested exclusively by one
client and serve client specific
demands (Example: Brand
health check, Concept testing,
Advertising testing... )
Ex:
- Clear Men buys quarterly Consumer Panel from
Kantar Worldpanel to measure the penetration of
product.
- Samsung conducts market research to find unmet
needs of consumer with the current product.
- PediaSure hire Millward Brown to test TVC idea
for the upcoming campaign with respondents.
- Heineken check its Brand Health with Market
research.

8. 2 FOCUS GROUP DISCUSSION(FGD)
...is a group of people selected to give their opinions about subjects
related to the research.
• Exploring respondents behaviors,
ideas, beliefs, reactions...
• Generating discussion, brainstorming.
• Developing questions, concepts.
Standard group: 6 respondents
Mini group: 3-4 respondents
Extended group: 8 respondents in more than 2.5 hours
in 1.5 – 2 hours
ADVANTAGES DISADVANTAGES
- Cost-saving.
- Fast.
- Environment for
discussion,
brainstorming
between client and
respondents.
- Not represent for
the whole
population.
- Untruthful answers.
- Less control over
the group.
The result of FGD should be used as the
primary basis for further evaluation,
confirmation or further
research(quantitative...), not alone.
Ex: To launch a new kind of dish washing liquid, Brand X,
through a market research agency, recruits a focus group of 6
housewives and ask them about their U&A of dish washing to
find umet needs when using product.

9. 3 RETAIL AUDIT
SOME RETAIL AUDIT INDEX
- Volume/value sales: Total volume/value sales of
product.
- Volume/value share: volume/value sales of product
on volume/value sales of the total market/category.
- Price & purchase: price/1 kg, liter of product,
Average price of a product.
- Stock: SKU in stock including Forward stock(at store,
easy to get out) and Reserved stock(at other stock,
hard to get)
- Distribution:
+ Numeric total stock distribution: % of store selling
product.
+ Weighted total stock distribution: % revenue of
store selling product/total revenue of product category.
- SPPD index (sales per point of distribution): sales of
each store.
* SKU(store keeping unit): a distinct type of item for sale, Ex: Pepsi
pet 400ml and Pepsi pet 1200ml are 2 different SKUs.
A study collecting data and information from a
selected group of retailer’s stores.
RETAILAUDITCANIDENTIFY
Retailer support
Whether the retailer display or introduce
our SKUs in attractive ways or not...
Consumer support
Whether consumers aware of our SKUs, Do
they purchase our SKUs?...
Sales team performance
Whether our Sales team work effectively, Do they get
many SKUs into many stores?(Penetration), Do they
provide stores SKUs for them to reserve? (Reserve)...
Trade team performance
Whether the Trade team display SKUs attractively
which drives sales...
Portfolio management
Whether many SKUs of the same brands/products
are managed, sold effectively...
Ex: Nielsen do quarterly retail audit on washing powder
product. Omo buy it to know the sales situation of Omo
and other competitors.

10. 4 CONSUMER PANEL
SOME CONSUMER PANEL INDEXES
- Penetration(%): How many consumer of our product/category in
every 100 people.
 To increase Penetration: Decrease pack size, sampling, advertising,
sale promotion, distribution...
Ex: Nutriboost give free bottles to students in University, Budweiser
develop the restaurant channel to reach new consumer...
- Consumption: How many /much products consumed by one
consumer.
 To increase Consumption: Increase weight, size of pack,
recommend consumer to increase dose of product use, increase use
occasion...
Ex: beside using Chinsu fish sauce as dipping sauce, it can be used to
cook for better taste, having 2 cups of Vinamilk yogurt for healthy
body...
- Share of requirement (SOR): in our 100 consumers, how many of
them are loyal to the brand. The higher SOR, the better.
a group of consumers represented for a specific
market, which is used to give information about
behaviors, perceptions of consumers.
WHY
Why do they buy that product, at that time
and at that store?
Ex: Kantar Worldpanel has a consumer panel of 100 households
that gives them periodic information about the household
product purchasing behaviors of those households. Take
toothpaste, Mom buys 1 tube/month at the super market at the
end of month for all members of the family to use.
CONSUMERPANELGIVESINFORMATIONABOUT
WHO
Who is buying/using product?
WHAT
What do they buy product?
WHERE
Where do they buy product?
HOW MUCH
How many/much product do they buy?
WHEN
When do they buy product?

11. 5 CONCEPT TESTING
the process of evaluating consumer response
to a new product, an ad campaign, a new
logo ...before introducing to the market.
Concept board
explain the new product to
consumers, giving them
enough information
Qualitative Questionaire
Including questions relating to the
idea and the objective of the test
Result analysis
Indicate result and indentify next steps.
Quantitative Questionaire
Including questions built on the
Qualitative result.
Ex: Does the bottle capture your attention? Do you feel the message is
relevant to you? Why do you think it’s not unique? Do you think it’s
different from others?...
Ex: Give your mark about the shape of the bottle. Tick the opinions
that you feel the most relevant to you...
Ex: Consumer perceived this color does not relate to the product(4/10
point)  we need to change the color.
The message is too abstract (30% respondents can explain clearly the
meaning of the message  Revise the message...

12. 6 ADVERTISING TESTING
is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Pre-testing
determines an ad’s effectiveness
based on consumer responses,
feedback, and behavior.
Campaign pre-testing
determines a campaign’s effectiveness
including creative and media before
launching
Post-testing
periodic or continuous monitoring a
brand’s performance, including brand
awareness, brand preference, product
usage and attitudes.
Ex: Cocacola test the Tết TVC idea before
coming to production. The respondent
will give their responses, feedback about
the content, images...
Ex: Omo test its campaign before
launching in term of idea, media...
Ex: After launching the campaign,
Aquafina monitors the performance of
the campaign through many indexes like
brand awareness, trial, usage...
Storyboard
is often
used
3TYPES
Key visual
of the
campaign is
used
Data,
charts,
tables are
established

13. 7 RESEARCH BRIEF
Deadlines & Deliverables Required
• Document describing the need
• A guide for a comprehensive proposal
• The starting point for marketing research project
ELEMENTSOFACLEARRESEARCHBRIEF
Business objective
Research Background
Research Objective
Action Standards
Key information to be Obtained
Respondent Requirements
Key contact
Launch a new beer next year.
X is a market leader of beer product in Vietnam. X has the experiences
of 10 years in Vietnam market.
Find the unmet need about taste of consumers to their current beer.
Focus group.
What they like/hate the most about the taste of their current beer?
What do they expect about taste of beer?
Man, 18-30 years old, ABC+, drink beer more than 4 times a month.
Report must be submitted no later than 25 May.
Mr. ABC - Marketing Manager - 01202484974

14. is the extracted BRAND PROMISE.
Brand promise must have 6 parts:
• Address important consumer needs
• Leverage your organization’s strengths
• Give you a competitive advantage
through differentiation
• Inspire, energize, and mobilize your
people
• Drive every organizational decision,
system, action & process
• Manifest itself in your organization’s
products and services
BRAND POSITIONING
BRAND1 Ex: Diana - Liberate the fermininity

15. Fulfilling human needs
CREATE
BUSINESS
VALUE
Capturing Combination
Of
By To
BRANDING2
Ex: PRADA
- Capture the dream of self expression as intellectual and creative fashionistas
- By providing creative and elegant clothes, accessories and help them show
superior taste
- To bring profit for business.

16. Brand positioning is defined to follow 4
rules:
Brand key: a tool to capture a
brand’s future desired positioning
and what we want to build.
Direction
Focus
Consistency
Inspiration
BRAND POSITIONING3 HOW TO FIND BRAND
POSITIONING
4
And must be delivered across the 6P
formula, including: Product, Price, Place,
Promotion, Packaging, Proposition.
4 KEY PRINCIPLES
OF EXCELLENT BRAND KEY
Strategic
Intent
Focus
Simple
Saliency

17. 1. Root Strengths: The first and leading green tea brand - Cool
Down Your Life
2. Competitive Environment: Branded freshing beverages and
unbranded ice-tea
3. Target: Young and modern peole (19-25) have urban lifestyle,
but embrace traditional goodies and love nature
4. Insight: I believe in balancing: taste-health, body-mind is very
important for a good life.
5. Benefits:
Emotional: Healthy balance of body and mind
Functional: Refreshing, natural good taste, healthy
6.Values Personality
Values: Health, Nature, Modern, Convenient
Personalities: Youngful, Modern, Optimistic, Sociable, Outgoing,
Flexible
7.Reason to believe: Made from 100% green tea essence. Green
tea has the cooling, comfortable power.
8. Discriminator: Không Độ Green Tea help you feel balance of
your life.
9. Essence: Life Balancing
Brandkey Example
Trà Xanh Không Độ

18. Using an unique idea to deliver our objectives
through different media channels
Ex: VENTURE FORTH
https://www.youtube.com/watch?v=vmOr9I2JxZs
The idea is for entering the new Lurpak Cook’s Range – innovative butter products in a range of formats, designed to
facilitate specific recipes. The viewers really experience cooking happening in immense universe. Lurpak’s aim is to
establish the range as an indispensable kitchen companion for the nation’s flourishing cooks.
BRAND COMMUNICATION
INTEGRATED BRAND COMMUNICATION (IBC)1
So IBC needs:
• Be integrated around a SINGLE idea
• Encompass ALL touch points with the
consumer
• Exploit the idea across the most
APPROPRIATE channels, and be phased, to
meet OBJECTIVES.
• Have planned-in TALKABILITY.

19. Brand Communication Idea
(The big idea which translates the Brand Essence from
the Brand Key)
Campaign Ideas
(The single minded creative idea that plays out in all
executions)
Campaign Executions
(These cover all of the communications activities)
Share The Happiness Momment
Open Happiness
Share a Coke Happiness Bus
KEY ELEMENTS OF IBC2

20. HOW TO ORIENT COMMUNICATION IDEA3
COMMON INTEREST
- Coming from a shared voice
- Something that you can
relate to
- Being the same shoes
Ex: NEPTUNE - Tết đoàn viên
Tet is family reunion occasion
through cozy family meals.
Neptune helps family meals
more delicious and connects
family love.
AN INSIGHT
- Finding that real human
truth.
- Something that people may
not know they’re thinking.
Ex: SUNSILK - The Language of
Hair
Insight: Hair caress habit of the
girls remarks their unique
impression and shows
characters, emotion signals
and messages inside them.
SPEAKING THE
SAME
LANGUAGE
Communicating in a
way language that our
target will get.
Ex: DIANA - Bánh bèo
vô địch
SOMETHING
COMPLETELY
DIFFERENT
- Going against the
category norms
- Addressing
something in a
different way
Ex: OMO – Dirt is
good
AUTHENTIC
Showing real world
situations, that
people say that could
be me.
Ex: Dulux -
Personalise your
world

21. Preparation and Briefing
Development of Executions from Idea
Joining Up Business with a Think Big Pack
Production and Local Country Execution
Implementation
DOVE - Real Beauty
Challenge
Boost interest and belief in brand
Insight
Phụ nữ là nhà phê bình khắc nghiệt nhất đối với bản thân họ.
Idea
https://www.youtube.com/watch?v=XpaOjMXyJGk
Result
In the short period of 10 days, Dove spreaded message to
billions people, 3 billion media impressions were confirmed.
“Real beauty sketches” advertisement reached 1.9 million
shares on Facebook, brand passion increased 1000%
TIGER - Tiger Uncage
Challenge
Reposition Tiger for Asia market as “The Beer Symbol of Asian”.
Insight
We always live in cage of ourselves to satisfy our families and
customs around us.
Idea
https://www.youtube.com/watch?v=sZauFnS6WJ0
-TVC is 3 stories about 3 peole with 3 different jobs and how
they dare to break their cages and get their chance.
-Tiger Street Football 2014 Champion
-Music festival: Uncage Tiger
-Uncage Tiger at Cinema
HOW TO DEVELOP CAMPAIGN IDEA4

22. CLIENT BRIEF CONTAINS
(Written by client, to brief agency)
• Business background
• Market competition
• Consumers
• Brand strategy
• Marketing plan
• Requirement for agency
• Budget
• Timing
AGENCY BRIEF CONTAINS
(Written by agency, to brief creative team)
• Get (Target Consumer)
• Who (Detailed Target Consumer Profile)
• To (Call to what Action)
• By (How communicate)
9 COMMON WRONG BRIEFS
1. Rumor briefs – verbal brief without any writing down
2. Faceless briefs – brief without facing, easy to
misunderstand
3. Cut, copy & paste briefs – hurried, not thought through
4. Jungle briefs – too much information, not single
minded key message
5. Jargon briefs – dull and full of client jargon
6. Fat briefs (broad objective) – too broad
7. Prison briefs – no creative freedom, too many
mandatories
8. Blind briefs – using fancy words, but impossible to
deliver
9. Warehouse briefs – the brief could be for any brand
THE BRIEF5
The Brief drives one point clearly through everything that
comes in its path including itself.

23. Prepare for it
Get it (Idea & Execution)
Feel it
Check it
Spark it
QUESTIONS TO EVALUATE IDEA:
- Is it based on an insight?
- Does it “release” the message,
and speak to the product/ brand
truth?
- Is it interesting and fresh?
- Can it lead to executions in
many media?
EVALUATING CREATIVE WORK65POINTPLANFORREVIEWINGCREATIVEIDEA

24. BRAND ACTIVATION

25. Marketing
objectives
Activation
platform
Brand
Immersion
Consumer
Immersion
A creative theme derived
from brandkey vision, that
can well deliver in the
Activation Platform, to
achieve the brand’s
marketing and
communication
objectives.
ACTIVATION IDEA

26. EXAMPLEBENCHMARKS TO CHOOSE
BRAND ACTIVATION IDEA
Fit with Activation Platform
ABC model:
360 Degree Approach
ATTENTION BRANDING COMMUNI
CATION

27. Understand the
category as well as the
products: origins,
manufacturing
process, functional
benefits, strengths
and weaknesses…
Define the unique feature
associated to brand that
make our product
DIFFERENT.
Among the other
attractive products in the
a category, why customers
have to choose us?
Innovation must come from
the INSIGHT
 What?
 How it happens?
BRAND INNOVATION

28. Outcomes of Brand Innovation usually are:
- Expand brands beyond current category
- Launching brands in new territories
- Reading new consumer groups
- Innovating the core with rapid roll-out
Innovation is to
enhance
company’s
competitive
advantages to
reach the business
objectives, which is
profit in the end.
Business
objectives
Profit
WHY?1

29. PRINCIPLES
What should be
followed?
Fit within
the pre-defined
brand boundaries
Help address
the Innovation
Direction
Fit the
Brand
Strategy
Refresh – Keep existing benefits but refresh the
offer
Compete – Add new benefits to existing offers
Break-through – New-offer/ New benefits
From an airplane
manufacturer to an
automotive manufacturer
PRINCIPLE
TYPES
One-rinse
2 WHY?

30. RESEARCH ON:
Brand, Financial Target, Direction
Description, Benefit platform,
Innovation Program, Scope,
Initiative Areas.
OUTPUT:
Identify Possible Innovation
Initiatives
DEFINE:
Launch date, opportunity, trends,
P+L, innovation type.
OUTPUT:
Act as the brief for concept
development.
DEFINE:
Name, description, insight, emotional
benefits, reason to believe, visualization.
Structure of the Concept
1. Consumer Insight
2. Benefits & Reason to Believe
3. Summarize the Concept
OUTPUT:
Prepare successful concepts for
Innovation Funnel. .
INNOVATION PATH3

31. B MM D
Benefit Meaningful Mind-opening Differentiation
U R
Uniqueness Relevance CreditabilityAppealing
A C
P
Purchase Intent
CRITERIA TO EVALUATE A CONCEPT4

32. ASSIGNMENT Zero
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