The document discusses the three levels of consumer insight: functional, emotional, and aspirational needs, emphasizing that brands must combine these elements to create strong connections with consumers. It highlights the importance of understanding consumer behavior and emotions to develop effective marketing strategies and brand positioning. The document also provides examples of successful brands that leverage consumer insights to enhance their value propositions and maintain loyalty.

1. THANH AN – ĐỨC HIỆP – ÁI LÂM
ASSIGNMENT 3.1

2. 3 LEVELS OF
CONSUMER INSIGHT
FUNCTIONAL NEED
EMOTIONAL NEED
ASPIRATIONAL NEED
It is only about a benefit
based on a product
attributes/ features that
provides functional utility and
benefit to the customers =>
Serve the basic needs of
customers
Come from psychological
emotion like : Fear, Hope,
Pleasure, Sadness => Brand
creates a great experience for
them, make brand’s lifestyle and
value fit for them
Come from Believe, Faith and Ritual..=>
They become outspoken fan and would
never switch their brand. Brand creates a
symbol of self-expression for them
Deficiency/BasicneedsMetaneeds >> What’s wrong with functional need?
- Absolutely nothing.
But….
- The challenge is to select functional benefits that will ‚hit the spot‛
and make a connection with the customer.
- How many functional benefits are there left that can do this? They
are mostly generic.
>> What are limitations of functional benefit?
Functional benefits based on product attributes:
- Fail to differentiate
- Can be copied
- Assume a rational decision maker
- Restrict brand extensions
As a housewife, I often face with hard to
remove oil on dishes so I want a dish
washing liquid that helps me clean dishes
in a much easier way.
As a busy person, I always
look for inspiration for
creativity so that I can
gain more success in
career.
>> What are strengths of emotional benefit?
- Emotional benefits add richness and depth to the experience of
owning and using the brand They enable brand differentiation in a
cluttered over-communicated market
>> What are limitations of emotional benefit?
- Consumer may like your brand but still not love so they are still not
brand’s loyalists
>> FUSING FUNCTIONAL & EMOTIONAL BENEFITS
- The strongest brands have both functional and emotional benefits
as part of their value proposition
Ex:
- Pantene: Adds emotional benefit ‚You will look and feel terrific‛ to
functional benefit ‚For air that’s thicker and fuller‛, very successfully
throughout its range.????
>> How to remain this position?
- Balance functional benefits, emotional benefit, self – experesive
benefit and build TRUST to customer
>> Ex:
- Huda beer: ‚Khơi dòng cảm xúc‛:
As a person from central region, I always want to embrace the pride
of where I was born, drinking beer made from my own hometown is
a way for me to express that pride in front of many people
- Barbie doll: ‚Any thing is possible‛:
I have many dreams and always wish to make them come true. Doll
is my closet buddy as when being with her, all my dreams are no
longer an imagination
Benefit adds
more
Values
A STRONG BRAND
= Functional benefits+ Emotional benefits + Self-expressive
benefits
GOOD INSIGHT
TO BUILD
POWERFUL BRANDS

3. HOW TO FIND
CONSUMER INSIGHT
>> From a Key Observation which we can dig deeper to get an Consumer Understanding by asking WHY.
OBSERVATION
a truth about how things are
↓
the truth can come from research or own experience
regarding peoples beliefs, values, attitudes or
behavior
↓
what they think, feel, or do in connection to a
product/service, a brand, a category or in life where
it is relevant
UNDERSTANDING
a new realization or meaning within the brand context
↓
stimulated by the observation
↓
understanding something which we did not understand
before seeing something in a whole new light
understanding something has a new role in peoples
lives ‘untaking’ something for granted
WhyWhat
they think?
they say?
they do?
they think that?
they say that?
they do that?
is that important?
>> By asking WHY, we can get a consumer insight:
To gain the understanding of
what business can do to satisfy
consumer need & want in
different and competitive way.
To understand why our
consumers do that based on
the way they think and do.
To get information about our
consumers, know what they
think and do.
Why

4. HOW TO FIND
CONSUMER INSIGHT
THE SNEAKER CASE
New understanding / meaning
within the brand context
Have you noticed that“ when you
get really hungry you become
restless and angry?
Hunger has psychological and
emotional consequences that affect
the way I behave
Observation / truth
Consumer Insight: Every time I get hungry, I want a product which can help me quickly
overcome the bad emotional consequences that affect the way I behave.

5. Have you noticed that“
behind every great athlete
there are parents which have
worked just as hard as so that
he/she would succeed?
In contrast to the athlete’s
investment, the huge
investment by my moms is
usually unnoticed or less
appreciated, they don’t get
the credit they deserve.
Why
New understanding /
meaning within the
brand context
Observation / truth
HOW TO FIND
CONSUMER INSIGHT
THE P&G CASE

6. CONSSUMER INSIGHT
EXPLORATION TECHNIQUES
1
2
Sentence Complete
4
5
6
Word Associations
Ask consumers their thoughts and perceptions about brand
Collage Building
Ask consumers their thoughts about brand’s image
Ask Why they think that
>> Ex: What do you think of Pepsi? – Blue, Youth and enthusiasm
What do you think of Heineken? – Green, star and night party
Personification
Let consumer imagine of brand as a human
Then ask how they think and feel about that ‚human‛ : its personality, its strengths, its weaknesses“
>> Ex: Romano – An Italian men of elegance, luxury and refinement
X-men – A modern ‚real‛ man of power and gallant
Third party projection
Compare the third party and your brand to find out clearer consumer thoughts of your
brand
Plan Exercise
Let consumer imagine of brand as a planet
Then ask their first – sight impression with the brand, their feelings and their perceptions of brand’s color and citizens
>> Ex: Close-up – A cold planet covered by Ice-Berge, their citizens are young, energetic, confident and dare to take
challenges
Colgate – A planet of peace and happiness, their citizens are healthy and have balance live
3

7. HOW IS A GOOD INSIGHT?
>> A good insight is built on four elements:
• Fundamental truth,
• Category specific,
• Deep emotional drivers,
• and Personal.
>> Ex:
Knor: Good food is the glue of life (Including
Fundamental truth) whether we are preparing, eating
or sharing it (Category specific), good food can
enhance our everyday life and transform the way we
(Personal) feel (Deep emotional drivers).
HOW TO GET A DEEP EMOTIONAL DRIVER?
>> By finding for a tension/ conflict of consumer:
>> WHAT IS A TENSION/ CONFLICT?
• when people experience conflicts, they experience tension, frustration, discomfort,
guilt, ‘inner drama’, so they search for something or someone that might help them
• therefore, identifying conflicts can lead to the creation of a brand idea which is relevant and meaningful to people
and their lives
• inspires an idea which ignites emotional investment

8. >> HOW TO FIND A TENSION/ CONFLICT?
HOW IS A GOOD INSIGHT?
bring to mind the brand idea, itspurpose,
the values it represents;
think about why, where, when andhow
it is used, or could beused;
consider who’s using it and who’s not using it
but could;
are there any conflicts there resulting in
frustrations, discomfort, tensions,etc.?
Needs
Behavior
Beliefs / Views /
Values
Wants/ Desires
Emotions
>> Ex:
Desire to feel beautiful
vs.
Strong self criticism
internal conflict: desire to
get something new
vs.
attachment to something
old http://www.youtube.com/watch?v=I07x
DdFMdgw

9. MARKETING PROCESS
Consumer
Insight
Brand Innovation
Brand Positioning
Brand Communication
Portfolio Planning
Brand Activation
Trade Marketing
Insight is the guiding principle for all marketing activities such as
Brand positioning, Brand communication, Brand activation,
Portfolio planning, Innovation, Trade marketing
Analyze macro
environment
(PESTEL)
Micro
environment
(5Cs)
S-T-P
Marketing mix
Brandinnovation
- Brand Positioning
- Portfolio Planning
- Trade Marketing
- Brand Innovation
- Brand Communication
- Brand Activation
WHERE DID CONSUMER INSIGHT BE USE IN MARKETING PROCESS

10. Female, 20 – 35, B+
She is a discerning,
stylish woman that
takes charge of her
own image and
knows what works
for her. A woman
with a unique style,
poise and purpose
Beautiful hair like
washing hair in
Salon, just at home
but affordable
TRESemme is of
premium quality
which is why
professionals trust it
in high demanding
and stressful places
like the backstage
of a fashion week.
- Premium hair brand
from USA since 1947
- Be used by the top
hair stylists in the
world.
- Contain Protein,
Keratin
To WHOM What NEED
DIFFERENT
by
RTB
BRAND
POSITIONING
https://www.youtube.com/watch?v=Bxkw5Otw-xU
As a young women, I always wanted to own a
gorgeous hair like "salon standards“ but going to
salon to washing hair every day just a story in a dream
because of no have time and money
IT COMES FROM
CONSUMER INSIGHT
PRICE
I want to have a gorgeous hair like “Salon standard” everyday but affordable
PACKAGING
The Premium image
PROMOTION
Official Hair Sponsor of Vietnam Next top Model, Vietnam Fashion Weeks
PLACE
•Present in all major Super/Hyper chain
•Present on e-commerce stores like Tiki, Zaloza to ease consumer convenience
•Premium in Mass
Each Brand has different views on consumers expressed by consumer insight
This is the beginning for the difference in the brand positioning strategy.
Consumer Insight is the key to build competitive positioning models.

11. * PORFOLIO PLANNING
https://www.youtube.com/watch?v=r-DQWEajktE
CONSUMER INSIGHT: “I want make a gorgeous hairstyle
but because my hair had gone several styling so it is in
a state of damage and ease shedding. So I need a
shampoo help restore damaged to me unleash create
the desired hairstyle”
SOLUTION: TRESemmé Platinum Strength will help
reverse the look of up to two years of damage*, and
enhance the natural protective layer to smooth shiny
hair.
•BRAND COMMUNICATION
https://www.youtube.com/watch?v=21tnyhNSoog
Consumer Iinsight: I want to have a hairstyle like the
models on the catwalk but I do not know how to do it.
SOLUTION: the campaign shows step by step how
professional stylists create ponytail hairstyle for
currently famous model of the contest. This hairstyle is
a very simple to apply but still create a modern and
bold image for model on catwalk. That’s why girl can
easily create this hairstyle on their own in daily life but
still gain professional image of their admiring idol.
•TRADE MARKETING
Tresemme suggests hairstyle trends to young women at
supermarkets
Solution: "On each price list, Tresemme are given more
information about the shampoo suitable for each hair
type helps buyers easily choose At the same time, each
with a counselor about the current hair trends in POPs”
• BRAND ACTIVATION
https://www.youtube.com/watch?v=R4zjf54O34g
TOP FASHION SHOW 2014
CONSUMER INSIGHT: Beautiful hair is an important factor
creating beauty perfect for the whole outfit
* BRAND INNOVATION
https://www.youtube.com/watch?v=5eUWqh7ElXc
CONSUMER INSIGHT:
I want to try the product or bring the times of going
away so I need a small size package
SOLUTION: Tresemme had big pack handy