The research brief outlines a need to increase consumption and volume growth for DM Brand by defining key barriers and drivers of consumption among target consumers aged 13-29. Specifically, the objectives are to understand brand perception and the impact of marketing channels on brand image, and explore new execution platforms. Qualitative research including focus groups in Hanoi and Ho Chi Minh City will obtain information on beverage consumption, brand perception, communication evaluation, and channels. Insights will inform a holistic plan to address consumer barriers and leverage drivers to increase consumption.
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Young Marketers 8 - Elite assignment 1.1 - Team-1LinhV227
Consumer Insight ở level Brand Positioning, Brand Communications Idea và Brand Idea: định nghĩa và phân biệt
Cho 3 ví dụ làm rõ phần trả lời ở trên ở 3 thương hiệu local ở 3 ngành hàng khác nhau tại Việt Nam.
Team 1:
Vũ Nguyễn Mai Linh
Đỗ Tấn Phát
Lê Ngọc Quỳnh Chi
Trần Thị Phương Trâm
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Young Marketers 8 Final Round - LocalSquadUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Young Marketers 8 Final Round - LocalSquadUyen Nguyen
Cuộc thi Young Marketers mùa thứ 8 là một phần của hành trình Empower The Next Marketing Generation của Young Marketers – bên cạnh Young Marketers Elite Development Program, với Brands Vietnam là đối tác chiến lược từ 2013, Advertising Vietnam là đối tác truyền thông từ 2018, cùng với sự đồng hành của nhiều đối tác lớn.
Building Social Media Best Practices Across Multiple BrandsBert DuMars
Many companies jump into social media without fully considering: Fit with brand positioning and target consumer audience;
and alignment and integration with business strategies and marketing plans.
This presentation discusses a systematic approach to integrate social media into the planning process.
This presentation was originally developed by Lisa Gunther, Bert DuMars and Maria Lopez for the Southeast Association of National Advertisers conference held at Newell Rubbermaid July 29, 2010. Bert DuMars modified this version and presented it at the Social Fresh Charlotte conference on August 16, 2010.
Module 16 Brand Building for the Senior's Market.pptxcaniceconsulting
Innovative marketing is a set of innovative processes and activities that market and communicate new products and services to a targeted group of consumers.
Innovation in marketing is an activity that involves new ideas that have a positive impact on a new product and service.
Marketing is a process that involves marketers communicating product and service information to consumers.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
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Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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-Recognize the critical role of strategy in marketing
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-Receive templates and guides for developing a marketing strategy
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Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
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Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 4.1]
Trường Liêm + Phúc Hậu+ Đình Giang
2. Masan wanted to find-out
what is consumers’ unmet
need about eating
noodle
What we want to
know?
- Objective -
Think
Collect & gather
relevant information
Stand-up
Analyze, aggregate to
gain understanding
about objective
Sit-down
What we do in
market research ACTION
1. In 2007, Masan planned
to launch a new noodles
brand
Collect & gather lots of
information about eating
noodles behavior and
perception about noodles
of consumers
Analyze, aggregate to explore
that people are afraid of being
hot inside body
Launched
Omachi noodles
“Rất ngon mà
không sợ nóng”
Reduce
Uncertainty
while making
decisions
2 examples:
Sunsilk wanted to know
buying behavior of
consumers toward brand
to have better revenue
2. Sunsilk: Goal of
next year is increase
20% in sales revenue.
Collect & Gather
information about Who are
buying Sunsilk, where they
buy, how much they buy,
when they buy, why they
buy, why not they buy
Analyze, aggregate to have
the result of penetration (high),
consumption (low)
Sunsilk promoted
a new SKU with
larger size
Measure
current
performance
Why
marketers
need
market
research?
Research is an organized & systematic way of finding answers to questions
So, what is market
research?
“Results of research help
marketers sharpen their ideas
- make them more practical,
logical and workable.”
Example: In 1996, RJ Renold company (America) had an
idea of creating a kind of tobacco that was not harmful to
health and environmentally friendly. They launched a
smokeless tobacco called “Eclipse”. This new brand
completely failed due to lacking of careful market
research. Most of consumers perceived that white smoke
of tobacco was a huge part of joyful moment and lacking
of smoke destroyed smoking style.
3. 1. Help marketers
feel more confident
before making
decisions
2. Realize
opportunities &
threats
3. Tracking and
Evaluating marketing
actions
4. Help marketers
understand much more
deeply what they are
researching
Ex 1: ACTION Club wanted to know
which soft skill that students care most,
they carried out a survey so that they
knew what should become concept of
the next seminar.
Ex 2: CAO Fine
Jewelry - a luxurious
jewelry brand of PNJ
wanted to have it’s
own powerful logo
before being
launched. After
research, marketers
found out that many
people felt the name
“CAO” was very
“hard”/ “tough”.
Therefore, a soft and
elegant was born in a
confident way.
Ex 1: Nivea made a research to
discover consumers’ unmet need in
using deodorant was “erasing yellow
stain”. It was a challenge and also
great opportunity for Nivea to
research, development and eventually
launch Nivea Black & White which
decreased sweating and yellow stain
on clothes.
Ex 2: Before Revive was launched in
Vietnam, market research showed a big
challenge when consumers didn’t
aware and weren’t ready to consume
isotonic water due to its strange flavor.
Therefore, at the first time, marketing
campaigns concentrated on educating
consumers about the role of isotonic
water in life.
Ex 1: Johnnie Walker wanted to
check effectiveness of marketing
campaign “Yulu: words of a journey”
in China, they hire MHD/TNS research
agency to measure the success:
increase from 19% to 57% on sum of
social conversation, high ROI with
value of earned-media was 44 million
USD, market share grew 2% (still failed
to compete with the biggest rival).
Ex 2: Starbuck carried out a survey to
determine brand’s health (brand
health check)
Ex: Although there are many
advertisements about washing powder
helps mom save time by not need to
scrubbing clothes, research shows that
moms still believe that clothes need to
be scrubbed after soaking (habitual
need). OMO launched new SKU: OMO
Matic with intelligent ball to help clothes
as clean as scrubbing by hands.
Comments: Although OMO deeply
understood target consumers, but
communications were too poor for
consumers to aware of intelligent ball.
4. based on many criteria…
Methodologies Source of
Data
Marketing
research
Client
Request
Desk
research
Quantitative
research
Qualitative
research
Primary
data
Secondary
data
Ad-hoc
Continuou
s
Syndicated Customized
DESK RESEARCH
Find information
from previous studies
_ Pros: Easy to find
the answers, fast,
low cost,
_ Cons: Not enough
data, not
customized to our
objectives of
research.
QUANTITATIVE
RESEARCH
Common method:
telephone survey,
email survey, field
test
=> Gain
measurement
about
understandings
QUALITATIVE
RESEARCH
Common method:
focus group, in-
depth interview,
discussion,
observation through
home visit or
channel visit
=> Gain
understanding
without
measurement
Methodologies:
In general, qualitative research brings more valuable and
deeper information than Quantitative research.
But the results in qualitative research don’t represent for the
whole market like quantitative research.
So, we should combine these 2 methods to have best results.
SECONDARY
RESEARCH
PRIMARY RESEARCH
Investigate an issue of specific need from
market, consumers, shoppers
_ Pros: Customized information, specific results
_ Cons: Costly, take time
What we want to
know?
- Objective -
Think
Collect & gather
relevant information
Stand-up
Analyze, aggregate to
gain understanding
about objective
Sit-down
Desk research:
Primary information,
initial understandings
Qualitative
research: Dig deeper
to find valuable
understandings
Quantitative research:
Measure valuable
understandings in the
whole market
5. Brand innovation is the process of harnessing creative ideas aiming to disrupt and delight consumers to meet business needs. In specific,
it can take form of category expansion, launching in new territory, reaching new consumer group, innovating the brand core
This is usually a big step of brand, therefore, thorough knowledge about the market and brand is very important. To gain such
knowledge, the following types of research should be taken
TYPE OF DATA NEEDED HOW TO COLLECT THEM RESEARCH TOOLS IN DETAILS
Strategic info
Knowledge needed for long-term
strategy and implications of the
brand, guiding decisions
Databank info
Collection and updating of all
relevant market information and
numerical data
Contemporary info
Current knowledge of trends,
societal change, news and what
consumers care about
Tactical info
Information that helps undertaking
the current marketing activities
more effectively
Strategic/Ad hoc
Research
Market information/
Continuous Research
Desk/Secondary
Research
Primary
Research
Habits and
Attitudes
Segmentation
Drivers of
Brand Choice
Retail Audit Data
Consumer Panel
Data
Communication
Tracking
Trend Analysis Consumer World Care-line
External Data
Pack Development
Pack Test
Communication
Development
Mix Development
Product Test Communication
Test
Launch MonitorBrand Tracker
Qualitative
Quantitative
6. Rewind
Collect, analyze
and review
available
information
Idea
Generate,
develop and
select Ideas
Feasibility
Design and
develop the
entire product
mix
Capability
Prepare for the
launch
Launch
Lauch product
track the launch
Growth
Communicate and
Activate further
Maturity
Keep brand
connection
Decline
Start to develop
new products
Habits and
Attitudes
Segmentation
Drivers of
Brand Choice
Retail Audit Data
Consumer Panel
Data
Communication
Tracking
Trend Analysis
Consumer World
Care-line
External Data
Idea Generation
and Development
Concept Test
Pack Development
Pack Test
Communication
Development
Mix Development
Product Test
Final Concept Test
Communication
Test
Launch Monitor
Brand Tracker
Stop doing research for the currrent product
and start to investigate the market again to
launch new product or relaunch oid product in
accordance with this process
7. Rewind Idea
Feasibility
Capability
Launch
Growth
Maturity
Decline
This example is aimed to explain why the brand needs such type of research information in
each phase of the innovation process rather than go into detail about each type of research
Let’s take Larue Lemon product launch as an example
Strategic info
What is the habit of drinking beer?
What do attitude of them to beer?
Where? When? With whom?
What are the overall segmentations
in beer market? How many groups
are there? How many brand are
there and what they are doing?
What are key drivers for them to
choose a beer brand?
Databank info
How big is the beer category is? Is it
growing or declining? Is competitor
doing well? Price? In-store activities?
What are consumer’s buying
behavior? Who are they? How do
they perceive the Larue brand
image?
Contemporary info
What is consumers currently caring
about? Is there any big trend or
move and what are their response?
Is there any event or news that is
relevant to the category?
Develop Idea
Is the current information enough to
create an idea? If not, Larue will
need to do interview or carry out a
focus group to gain understanding
into consumers.
If ideas have been generated,
what is the shortlist? Which ones are
the most effective? How consumers
will take it?
Develop the holistic mix
What is the insight for 6P? What is
insight for packaging? Colors?
Materials? What is insight for
communication? Is there any
further information needed?
If the mix, packaging,
communication are developed?
How will consumers take Larue
Lemon? Is the taste suitable for the
consumers? Is there any adjustment
needed?
Prepare for the launch
Is everything ok? How will
consumers perceive the whole
product mix and the
communication?
Prepare for the launch
Is the launch taken well by
consumers? Is it going with the
brand positioning? Are the ads,
commercials of Larue Lemon
gaining enough intention? Has the
media reach the target?
Consumers’ reactions to brand
communication?
8. The 1st thing we need for a research project is the brief. It
is a document describing the need, a guide for a
comprehensive proposal. A good research is starting with
a good brief.
Key Elements of a Research Brief:
Project/Research background General information about the category, competitors, business/brand challenge…
Business Objective - this is the objective of the marketing project the research is for, it is the overall strategic objective
Research Objective – detailed objective of what you need to know
Expected use of results How to use the result for the next business action plan.
Information Requirement/Key information to be
obtained
The detailed, must-have information in report.
Action Standard
Action plan from the result.
Research Methodology Types of research we want to use
Sample definition
• Respondent Requirements Location? SEC? Gender? Behavior?...
• Segment Breakouts Required Breakdown group depending on objective
Timing: Fieldwork When conducting the fieldwork
Timing: Result expected When the report is available?
Stimulus Material Any material s needed for the research?
Budget Any indication for the budget to measure the scale, the mean of resarch
9. Project/Research background
•Launching in 2012, DM BRAND quickly and successfully grabbed the attention of young consumers leading to both share/volume and brand health growth thanks to
bold and differentiated proposition. However, there is a stagnant signal since early 2014 up to now driven by all indexes (consumers/ retailers’ support and
distribution…). Key source of volume mainly comes from core target (12 – 29 YOA), esp. students, male skew, urban level.
•Among regions, North is they key contributor with more than 80% while the other regions are still low base
•The launching model “mass awareness led by TVC – experiential sampling – GTM”, challenging attitude has positive progress of brand imagery(yet low level) driven
by distinction component thru communication with the consistent platforms (Sport and Stunt). However, brand consumption and volume not yet turns out strongly
as expected. Trial increases but low conversion rate to users and lapsers are also increasing higher than core repeater. And the normal user are quite not connecting
with the brand due to hard core communication image (it’s not me, too adventurous )
•Hence, there is a critical need drive consumption for brand growth, complete the mission of adding incremental to total COMPANY via attacking COMPETITOR X.
->This research is to support to find the driver and barrier for consumption and how to make our brand more relevancies
Business Objective
To increase consumption and volume growth
Research Objective
• To define the key barriers/drivers amongst target consumers and how the channel marketing impacts to brand image
• Explore the new execution platform to deliver the relevancies
Date 16 JAN 16
Project Name ASSIGNMENT 4
Location/s HCMC, HANOI
Brand/s DM BRAND
Agency Millward Brown
10. Expected use of results
A holistic plan (communication, interactive activities, pack innovation, GTM…) to grow consumption among
target consumers with clear insight, actions and priorities
Information Requirement/Key information to be
obtained
• U&A beverage consumption
• Brand consumer perception towards DM BRAND and competitors.
• How to they perceive the brand image?
• Communication evaluation (TVC, experiential sampling, outdoor, digital, POSM)
• Channel/ availability
• Explore new execution platforms
Action Standard • Plan to tackle the barrier of consumers and leverage the driver to push more.
Research Methodology Qualitative, Focus group discussion
Sample definition
•Location: HCM, Hanoi
•Gender: Male/ Female
•SEC: ABC
•Age group: 13-15 yo, 16-18 y.o
•User: drink the brand at least once per week and drink it in last 4 months
•On the go uplift users: drink the same product in cat in last4 wks.
• Lapsers
Timing: Fieldwork 1 Feb
Timing: Result expected 15 Mar
Stimulus Material Current TVC, POSM,…
Budget 20000USD