Young Marketers Elite 3

1. 1
THANH VY– NHẬT MINH– VĂN HIỂN –
ASSIGNMENT 4.1

2. 2
FOUR NEEDS IN MARKET RESEARCH
Provide
information for
decision-making.
Explore
opportunities and
threats
Measure and
evaluating
marketing activity
Support for
marketer to deeply
understand the market
1 2 3 4
Research is an organized and systematic way of finding answer to question, its aim is To Reduce The
Uncertainty & To Measure Performance
WHY MARKETER NEED MARKET RESEARCH
For marketers, market research is a critical component needed to make good decisions. It gives a picture of what is
occurring (or likely to occur) and, when done well, offers alternative choices that can be made
Retail audit, consumer
panel to measure market
share and penetration
after launching product
Analysis market and
consumer trend to
further develop Vinasoy
brand: e.g: add variants,
add function…
Attitude and Usages of user
to explore the need of a
product that help them
improve their muscle
Qualitative research to
quantify market size
Vinasoy for men ( Soy men ) https://www.youtube.com/watch?v=NHhEs_rCmd0
Concept test, product
test, variant test to
select to right launching
option
.
DEVELOPEXPLORE EVALUATE MONITOR

3. 3TYPE OF
MARKETING RESEARCH
By target
objects
By methodological
approach
By type of data
collection
By objective&
design
• Market research: Curent
market information,
Market size, Trends
• Consumer research:
Demographics, social
and life style, purchasing
beahaviour ...
• Competitor research:
Currennt turnover &
marketshare, price, product
• Quanlitative
Gain understanding
without measurement
about research object:
answer why, how, what
question
• Quantitative :
Gain measurement about
understanding: answer:
how much, how many, to
what extent question
• Primary: collecting data
about a given subject
directly from the real
world
• Exploratory
• Secondary: collecting
data from either the
originator or a
distributor of primary
research
• Descriptive
• Casual

4. 4
Innovation is the process of harnessing creative ideas to
meet business needs, but first meet the consumer’s need.
WHY DO WE NEED
RESEARCH IN INNOVATION
The greater the link between the two, the better the chances
of a successful and long product life. Finding out what the target
market thinks can give a valuable insight into the direction of the
development of the innovative idea and the path it should take.

5. Opportunity and
Idea mining
Investigate
the market
Build concept
Evaluate
concept
Product
develop
Come up Idea and
build concept
Concept
test
Launch & Post launch evaluation
Come up
product
Investigate
the market
Build
concept
Evaluate
concept
….
(a cycle)
INNOVATION PROCESS AND RESEARCH IN EACH STAGE
- Understand company current
stand, retailing tracking
- Info of market:
Competitors, Consumer
(consumer panel, usage &
attitude), Category, Product
- Understanding vision &
strategic plan of company
- Seek for opinions of
consumer
- Strength& weakness of
each concept
- How consumer think
about each of concept?
Consider with strategic
planning
- Seek for opinions of
consumer about
product and
experience
- Product
development
research
- Advertising test
- Communication test
- Consumer panel data
- Tracking study
- Positioning research
- User identification
- Consider with strategic
planning
Discover Design Deliver Dominate

6. 6
Type Research
Primary research
-Undertand company current stand
-Consumer panel data
-Stength& weakness of each concept
-How consumer think about each of concept? by Focus group, Intervew
-Seek for opinions of consumer about product and experience
-Advertising test, Communication test
-Positioning research
-User identification
Secondary research
- Trend
- Info of market:
- Competitors,
- Consumer (consumer panel, Usage&Atitude), Category, Product
Market Intelligence
- Info of market:
- Competitors,
- Consumer (consumer panel, Usage&Atitude), Category, Product
Strategic Plan
- Understanding vision & strategic plan of company
Marketing intelligence
Broad picture of the company's existing marketplace: customers,
problems, competition, and growth potential for new products and services
=> To determine market opportunity and formulate penetrating strategies. It
is a special form of research that deals with short-term, operational and
tactical information about marketplace.
Strategic Plan
Long-term, establish missions statements and general guideline

7. 7RESEARCH BRIEF
What is research brief
Role of research brief
Components in a research brief
The starting document for market research project, which describes the need of marketers and provides
requirements & guidelines for research agency
-Official agreement bonding marketers and research agency
-Guideline for whole research process
- Checklist whether research meets expectation or not
• Project name
• Date
• Category/Brand to be involved
• Market to be conducted
• Client and Research agency information
General summary

8. 8
• Business background and issue
The business context and questions that marketers have to deal with (include reference to previous studies if appropriate)
• Research background and objective
• Action standard
• Key information to be obtained
• Suggested research approach
• Respondent requirement
• Segment breakout required
• Products/Stimulus Material/Text Variables
Literature reviews, the reason to conduct market research and how it help solve business issue
Detailed questions broken down from research objective
Bench mark for follow-up action after research findings
Recommended research methodology by marketers, need advice and revision from research agency
Respondent criteria to meet research objective
• Deadlines & deliverables required
Classify respondents into different groups for particular purposes
Key milestones with detailed timeline need to be delivered during research process
• Budget
• Key contact
Material used in research if needed
Contact of person in charge in research project
Detailed information
Set by
marketers
Align
between
marketer
and research
agency

9. 9
Example: Research to measure effectiveness of rural hygiene
educational activation
General summary
Project name: Rural hygiene educational activation
Date: 1/1/2016 Market: North and South rural Vietnam
Category: Skin cleansing and oral
Brands: Lifebuoy & P/S
Competitor brands: Safeguard, Camay, Colgate, Doreen.
Research agency: To be confirmed
Research type: Quantitative
Fieldwork date: MAY – JUNE 2016
Detailed information
 Business background and issue
Background
Rural Vietnam is home to the 70% of the population, with consumer of low income but, nevertheless, increasing along with the economic growth.
Unilever has successfully penetrated the rural market with a growing product portfolio and distribution system. However, room for further growth in the rural market remains huge. And
with the growth potential and overall saturation of products and services in the urban areas forcing marketers to look for new avenues of growth, rural become a new vital source.
However, people in rural areas currently have low hygiene standard, which is a strong barrier for our brands to generate penetration and consumption. With this situation, hygiene
educational activation become the focused strategy to unlock rural market. It helps raise awareness of rural people about hygiene Habits to get better life and helps our brand
establish strong engagement with consumers.
Issue
P/S and Lifebuoy are brands that committed to the success of the consumer engagement. While P/S focus on educating people brush teeth day and night, Lifebuoy
encourage them to wash hand with soap in 5 occasions. If the rural activation are done well, it would raise the significant amount of consumption and penetration.
Hence, a stringent measure of its impact on the brands and consumers is highly needed. We need to know the impact of rural activation of consumers’ habits as well
as to our brands

10. 10
 Research background and objective
Research objective:
1. To evaluate the effectiveness of rural hygiene educational activation on the brands' key metrics: awareness, purchase intent, trial, relevance
2. To evaluate whether rural activation helps people change hygiene behaviours or not
Research background
Since people are so sensitive and often claim about their hygiene behaviours, then this research needs to be designed and conducted properly to capture the
accurate results
 Specific questions to be obtained
Impact of activation on hygiene behaviours
1. What educational messages that people get after activation?
2. What is the incremental change in their actual hygiene behaviours after activation? (Pre and Post activation)
Impact of activation on our brands
1. How did the brands benefit from the consumer activation? In terms of brands' key metrics: awareness, purchase intent, trial, relevance (Pre and post
activation)
2. Which brand they remembered from the activation?
3. How did activation help raise brand attributes after activation? (Pre and post activation)
 Action standard
The measures will not only be valuable in showing the benefits to the brands and consumers but also for the continued improvement of the
brand integration and execution. The results will also be useful for deciding the success of the activations against the set KPIs, as per below.
The results of the Pre-Activations Study will set the benchmark and the expected growth will be determined through the Post Activations Study

11. 11 Suggested research approach
Quantitative research with two phases pre and post activation
 Respondent requirements
Rural woman with kids
Age: 20 – 40
LSM: 1 -6
Exposed to the activation
 Segment breakout required
Total sample size: 200
North rural: 100
South rural: 100
 Deadlines & deliverables required
Week 10: Final research proposal
Week 12: Pilot
Week 14: Pre-activation research
Week 16: Post-activation research
Week 18: Research findings
 Products/Stimulus Material/Text Variables
Rural Activation Pilot Plan will be shared
 Budget
To be aligned
 Contact
Responsibilities for logistics: Marketing: CD: CR: CMI:
Research agency in charge:

12. 12
THANK YOU