young marketers elite 2013 - assignment 2.1 - nguyen ngoc tram
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ASSIGNMENT 2.1
TOOLS TO EXPLORE MARKET & CONSUMERS
– MARKET RESEARCH –
NGUYEN NGOC TRAM
APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING
1 TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH
BEFORE LAUNCHING NEW PRODUCT
2 3 RESEARCH BRIEF
TO TEST THE NEW
LAUNCHING PRODUCT
DESK/ SECONDARY RESEARCH PRIMARY RESEARCH/ TESTto have an understand of what consumer
needs/ demand & the trend of the market
to test the result of desk research/ test the
relevance of the new product
A key performance area in secondary research is the full citation of
original sources, usually in the form of a complete listing or annotated
listing.
Secondary sources could include previous research reports,
newspaper, magazine and journal content, and government and
NGO statistics.(source: wikipedia)
Include:1. Concept testing
2. Brand name/ Copy testing3. Product testing4. Commercial eye tracking research (advertisement,
package design, websites, etc. by analyzing visualbehavior of the consumer)
5. Communication testing
6. Marketing-mix testing (as call as Total offer test)
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH DURING
PRODUCT LIFE CYCLE
APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING
1 TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH
BEFORE LAUNCHING NEW PRODUCT
2 TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH DURING
PRODUCT LIFE CYCLE
3 RESEARCH BRIEF
TO TEST THE NEW
LAUNCHING PRODUCT
GROWTH
MATURITY
DECLINE
BUILDCONCEPT
ANALYSE MARKETSUMMARIZE INFO
DEFINE THE OPPORTUNITY IN
THE MARKET
COME UP IDEA & BUILD
CONCEPT
OVERALL MARKETING MIX TESTING
OVERALL MARKETING MIX TESTING
DEFINE THE OPPORTUNITY IN THE MARKET TO RELAUNCH BRAND
COME UP IDEA & BUILD CONCEPT+ CONCEPT TESTING
OVERALL MARKETING MIX TESTING
DESK RESEARCH
QUALITATIVE RESEARCH
EVALUATECONCEPT
CONCEPT TESTING
QUALITATIVE& QUANTITIVE
RESEARCH
QUALITATIVE
& QUANTITIVE OF TOTAL
OFFER RESEARCH
QUALITATIVE& QUANTITIVE
OF TOTAL OFFER
RESEARCH
DESK
RESEARCHQUALITATIVE
& QUANTITIVE RESEARCH
QUALITATIVE& QUANTITIVE
OF TOTAL OFFER
RESEARCH
APPLE’S MARKET RESEARCH FOR NEW PRODUCT LAUNCHING
1 TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH
BEFORE LAUNCHING NEW PRODUCT
2 3 RESEARCH BRIEF
TO TEST THE NEW
LAUNCHING PRODUCT
TYPES OF MARKET RESEARCH
APPLE SHOULD GO THROUGH DURING
PRODUCT LIFE CYCLE
RESEARCH BRIEF FUNDAMENTAL ELEMENTS FOR A RESEARCH BRIEF:
GENERAL PART OF A BRIEF Date Client’s information (name, contact,…) Name of project, with short description Brief accepted confirmation
DETAILED PART OF A RESEARCH BRIEFMarket & strategic overview Background context & Role of Research Objectives Suggested approach & Research target(s) (as consumer target/ consumer segmentation) Action standard Reporting requirements Timing Budget Existing research or orther information/ materials for reference.
Source: http://www.ed.ac.uk/polopoly_fs/1.16492!/fileManager/writing-a-market-research-brief.pdf