prepared for: marcom prepared by: tran ngoc dung market research for decision makers may, 2005
TRANSCRIPT
Prepared for: MARCOM
Prepared by: TRAN NGOC DUNG
MARKET RESEARCHFOR DECISION MAKERS
May, 2005
Conceptdevelopment
Conceptdevelopment
BUSINESS ORIENTED RESEARCH TOOLS
Sales forecasting& launching
Sales forecasting& launching
Productdevelopment
Productdevelopment
Desk research
Qualitative
Usage & Attitude study (U&A)
Segmentation research
Concept test
Product test
Packaging test
Pricing study
Ad pre-test
Ad post-
evaluation
Test marketing
Brand tracking
Distribution check
Customer Satisfaction Index (CSI)
AdvertisingdevelopmentAdvertising
development
Market / category analysis Consumers’ needs & insights
Competitors’ analysis
Market / category analysis Consumers’ needs & insights
Competitors’ analysis
STRATEGIC DECISIONS
Positioning & imagery
Positioning & imagery
DistributionDistributionAdvertisingevaluation
Advertisingevaluation
Categoryanalysis
Categoryanalysis
Customer satisfaction
(CSI)
Customer satisfaction
(CSI)
Product value
Product value
Brand healthBrand health
BRAND HEALTH DIAGNOSIS
%
Total awareness
Trial
Coverage (weighted)
Share of usage
Conversion rate
70
10
80
578
88
90
45
80
6744
97
BRAND BBRAND BBRAND ABRAND A BRAND CBRAND C
50
24
34
3420
44
BRAND DBRAND D
40
14
26
4512
74
54%54% 56%56%13%13% 71%71%
104
10 9 12 14 9 7 3 6 10
1211
25 15
12
2224
1011
2226
25
20
21 1922
18
1611
2921
25
26
39 3737
43
3944 38
52
3930
9 11 13 9 12 17 13 9 10
6
22
3848
15 17 21Definitely like
Like
Neither
Dislike
Definitely dislike
N =200 N=200 N=200 N=200 N=100 N=100 N=100 N=100
Mean score 3.37 3.62 3.14 3.16
N=100
TOTAL TOTAL HCMCHCMC HANOIHANOI
“REAL” PRODUCT QUALITY
N=100 N=100 N=100
3.24 3.61 3.06 3.28 3.50 3.63 3.23 3.04
FORM 1 FORM 2 FORM 3 FORM 4 FORM 1 FORM 2 FORM 3 FORM 4 FORM 1 FORM 2 FORM 3 FORM 4
BRAND IMAGERY MAPPING
BRAND D
BRAND C
BRAND A
BRAND B
Natural fragrance
High product quality
Affordable price
Anti dandruff effectively
Brings refresh feeling
Smooth
Impressive fragrance
Stylish fragrance
Successful
Attractive
International
Reliable brandNourishing scalp
-0.3
-0.2
-0.1
0
0.1
0.2
0.3
0.4
-0.6 -0.4 -0.2 0 0.2 0.4 0.6 0.8
This brand perceptual mapping uses “correspondence analysis” tool to place different brand on a perceptual map which helps to see relative position of each brand against others in customers’ mind. Then, this could reveal which brand is owning which segment of needs and which brands are direct competitive to a certain brand. This helps with decisions on enhancing, adjusting, or re-positioning brand.
Natural fragrance
Anti dandruff effectively
Brings refresh feeling
Masculine
Fffffff f f f f f f f f f f f
Hhhhhhhhhhhhh
Affordable price
Alw ays innovative
Mcccccccccccccccc
Confident
International
Smooth
Iiiiiiiiiiiiiiiiiiiiiiiiiiiiii
Premium fragrance
Stylish fragrance
Pleasant fragrance
Modern fragrance
Long lasting fragrance
Uxxxxxxxxxxxxx
Cccccccccccc
Kkkkkkkkkkkkkk
Reliable brand
Nourishing scalp
0
5
10
15
20
25
30
0 5 10 15 20 25 30 35 40 45 50 55 60 65
Importance
Dif
fere
nti
atio
n
CRITICALDIFFERENTIATOR
CRITICALDIFFERENTIATOR
SECONDARYDIFFERENTIATOR
SECONDARYDIFFERENTIATOR
LESS RELEVANTLESS RELEVANTCATEGORY
PREREQUISITECATEGORY
PREREQUISITE
POSITIONING CHOICE MAP
BRAND IMAGE ON CRITICAL CONSUMERS’ NEEDS
35
13
45
27
35
6
27
27
23
7
26
31
12
23
39
7
37
11
14
6
58
23
21
4
19
3
8
3
6
4
3
3
2
2
6
7
1
1
1
17
3
4
0 20 40 60 80 100
%
Brand C
Brand A
Brand D
Brand B
AaaaaaaaaaaaaaaaaReliable brand
MasculineCharming fragranceRrrrrrrrrrrrrrrrrrrrrrrrrrr
Unique fragranceLong-lasting fragrance
BbbbbbbbbbbbPleasant fragrance
YyyyyyyyyyyyyyyyyyPremium fragrance
Impressive fragranceSmooth
InternationalConfident
CcccccccccccccccBrings cool feeling for scalpMmmmmmmmmmmmmm
Anti dandruff effectivelyAffordable price
High product qualityUuuuuuuuuuuuuuuuu
Natural fragrance
DISTRIBUTION CHECK – POSM EFFECTIVENESS
35
93
97
45
5
12
74
6
0 10 20 30 40 50 60 70 80 90 100
Brand C
Band A
Brand B
Brand D
Nhãn hiệu bánchạy nhất trong 3tháng qua
Nhãn hiệu cóbán tại hiệuthuốc
50
50
83
10
0 10 20 30 40 50 60 70 80 90 100
Brand C
Band A
Brand B
Brand D POSM availability
CUSTOMER SATISFACTION INDEX (CSI)
LONG RELATIONSHIPLONG RELATIONSHIP
RETAILERSRETAILERSCSICSI
COMMISSION
CREDIT
CREDIBILITYCREDIBILITY
CONSISTENCYCONSISTENCY
PROMOTIONPROMOTION
GOOD COMMUNICATIONGOOD COMMUNICATION
ORDER
TRUCK
CUSTOMER SERVICE
FEEDBACKFEEDBACK
BONUS
KNOWLEDGEKNOWLEDGE
COMPETENCECOMPETENCE
MARKET PULL
HIGH QUALITYHIGH QUALITY
51
38
87
60
77
34
51
75
26
BRAND A
BRAND B
BRAND C
85 84 80 76 60
85 80 73 72 56
85 80 80 72 53
BRAND D
100
87
78
64
69MONEY
PRODUCTPRODUCT
IMAGEIMAGE
SALES REPSALES REP
DELIVERYDELIVERY
8574737169
44
88
31
54
8076757271
97
31
64
84
82 81 81 81 72
80 80 72 67 63
80 80 70 68 60
73 72 68 60 60
72 72 64 60 53
80 72 70 66 60
32
82
54BRAND E
51
777371696482787270609287867979
7672716865
80 68 68 60 60
88 83 80 76 60
100 93 90 84 70
79 70 66 64 63
82 72 67 64 60
75 72 72 67 60
83 80 76 72 60
76
8177
75 75
88
83
6967
72
63
838381 82
74
92
87 86
66
8076
80
83
7574
8083
78
75
50
60
70
80
90
100
1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr - 2003
Overall retailerindex
Margin
Credit
Product
Corporate care
Salesrepresentative
CSI TRACKING
CATEGORY MONITOR
0
20
40
60
80
100
120
140
2000 2001 2002 2003 2004
Digital camera
Traditional carmera
Market value
CATEGORY GROWTH
10%
55%
8%
27%
Brand A
Brand B
Brand C
Brand D
4 KEY DIMENSIONS FOR AD EVALUATIONB
RA
ND
ING
CO
MM
UN
ICA
TIO
NF
AST
SA
LE
SA
WA
RE
NE
SS
ABOUT INSTRUCTOR
Mr.Trần Ngọc Dũng Research Director FTA market research
– 18 Nguyen Huu Canh street– Binh Thanh District– HCMC
Phone: 840 7346 Fax: 899 5079 Mobile: 0903 001 081 Email: [email protected] Website: www.FTAresearch.com