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.

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