Good marketing research = Good advertising planning The presentation basically illustrates my first attempt at brand naming, situation analysis and qualitative analysis.

1. Market Research Challenge
Presentation of Test Answers

2. 1. Give 5 brand
names for each of
the following:
- a fat dissolving massage
- a toy that reduces stress and anxiety
- ink pen that never runs out of ink

3. Fat dissolving massage
Desolve (benefit)
CounterFlab (verb)
Flabee (humor)
Slimm (evocative, ‘slim’)
FatZap (poetic sounds)

4. Toy that reduces stress & anxiety
Freelax (benefit)
Stresstoss (verb)
Anxietee (humor)
Tikkie (evocative, ‘tickle’)
FurryWooly (poetic sounds)

5. Ink pen that never runs out of ink
Inkfinity (benefit)
InkTap (verb)
GeekPen (humor)
Juvenate (evocative, ‘rejuvenate’)
TenTen (poetic sounds)

6. NAMING TIPS
When you combine 2 words; it’s not
recommended to begin the 2nd word with
the last letter of the first word.
Other naming techniques include:
– Alphanumeric
• e.g. 3M, 7-UP
– Foreign Languages / Culture
• e.g. Nike, Joomla!
– Founder / Inventor’s Name
• e.g. Famous Amos, Arthur Andersen
Source: Igor & WriteExpress

7. 2. Imagine you are a
villager in China.
Tell me the story of
a day in your life.

8. 一年到头都在天还没亮的时候起床的
人肯定能让家人过上好日子。
No one who can rise before dawn
360 days a year fails to make his
family rich.
Source: Outliers by Malcolm Gladwell

9. THE TALE OF TWO VILLAGES
Guiyu 贵屿镇 Huaxi 华西村
Largest e-waste site on Earth China’s richest village
Source: Greenpeace & Telegraph.co.uk

10. Fast Facts - Guiyu
Second most polluted
spot on Earth
88% of 150,000
workers suffer from
abnormalities &
diseases
Average worker earns
USD$1.50 a day
Average workday is 16
hours
“Electronic Graveyard”
Source: Basel Convention & Wikipedia

11. Source: Chien-Min Chung by GETTY

12. Source: Chien-Min Chung by GETTY

13. Source: Chien-Min Chung by GETTY

14. Source: Chien-Min Chung by GETTY

15. Source: Chien-Min Chung by GETTY

16. Fast Facts - Huaxi
Entitled one car and a
luxurious house
100% free healthcare
and education
Free cooking oil
Bonus & dividends
Average worker earns
USD$125 a day
Works 7 days a week
“New form of
capitalism”
Source: Guardian.co.uk & CRI

17. Source: Remko Tanis on Flickr

18. Source: CRI

19. Source: CRI

20. Source: Xinhua

21. Source: CRI

22. 一年到头都在天还没亮的时候起床的
人肯定能让家人过上好日子。
No one who can rise before dawn
360 days a year fails to make his
family rich.
Source: Outliers by Malcolm Gladwell

23. 3. Case Study:
Think of your neighbours, and your own
family. Give us 3 key insights or trends
on the family dynamics at mealtimes.
Then, imagine you are managing a food
brand e.g. noodles or flavoured rice.
What would be the implication for
brand management?

24. THEN (1960s) NOW (2010)
Larger Family Size Smaller Family Size
More Formalities Lesser Formalities
Early Meals Later Meals
Rice or porridge as a More global variety
staple item such as pasta
Most cooking Cooking ingredients
ingredients are grown from markets
Less variety, less picky More variety, more
Less informed picky
More informed

25. THEN & NOW - INSIGHTS
Less is more More for less
“I want more meat” “I’ll love to have steak but
“Come to the table and salmon is healthier”
have your dinner” “I’m eating outside”
Source: Nick Goh & Thulobaba at Flickr

26. PROBE DEEPER
Who are we talking to?
Why do we want them to buy from us?
What do they perceive our brand and the
product category (including competitors)?
How can we best connect with them?
Where does the brand lead to with our
approach?
When are the appropriate periods to
brand for best results?

27. Questions & Answers
Thank you for listening!