MARKET RESEARCH FOR DECISION MAKERS

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MARKET RESEARCHFOR DECISION MAKERS
Prepared for MARCOM Prepared by TRAN NGOC
DUNG
May, 2005
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BUSINESS ORIENTED RESEARCH TOOLS
Desk research Qualitative Usage Attitude study
(UA) Segmentation research
Market / category analysis Consumers needs
insights Competitors analysis
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Concept development
Concept test
Product test Packaging test Pricing study
Ad pre-test Ad post-evaluation
Product development
Advertising development
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Test marketing Brand tracking Distribution
check Customer Satisfaction Index (CSI)
Sales forecasting launching
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STRATEGIC DECISIONS
Positioning imagery
Brand health
Advertising evaluation
Distribution
Customer satisfaction (CSI)
Product value
Category analysis
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BRAND HEALTH DIAGNOSIS
TH? PH?N, NGU?I DÙNG
Ð? NH?N BI?T THUONG HI?U
BRAND D
BRAND B
BRAND C

BRAND A
Total awareness
QU?N CÁO, DÙNG TH?, KHUY?N MÃI
Trial
Share of usage
Ð? PH?
Coverage (weighted)
71
13
54
56
Conversion rate
CH?T LU?NG S?N PH?M
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REAL PRODUCT QUALITY
TOTAL
HCMC
HANOI
Mean score
3.37
3.62
3.14
3.16
3.24
3.61
3.06
3.28
3.50
3.63
3.23
3.04
N 200
N200
N200
N200
N100
N100
N100
N100
N100
N100
N100
N100
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BRAND IMAGERY MAPPING
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.
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POSITIONING CHOICE MAP
SECONDARY DIFFERENTIATOR
CRITICAL DIFFERENTIATOR
CATEGORY PREREQUISITE
LESS RELEVANT
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BRAND IMAGE ON CRITICAL CONSUMERS NEEDS
Aaaaaaaaaaaaaaaaa Reliable brand Masculine Charmin
g fragrance Rrrrrrrrrrrrrrrrrrrrrrrrrrr Unique
fragrance Long-lasting fragrance Bbbbbbbbbbbb Plea
sant fragrance Yyyyyyyyyyyyyyyyyy Premium
fragrance Impressive fragrance Smooth Internationa
l Confident Cccccccccccccccc Brings cool feeling
for scalp Mmmmmmmmmmmmmm Anti dandruff
effectively Affordable price High product
quality Uuuuuuuuuuuuuuuuu Natural fragrance

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DISTRIBUTION CHECK POSM EFFECTIVENESS
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CUSTOMER SATISFACTION INDEX (CSI)
51
85 84 80 76 60
ORDER
85 74 73 71 69
DELIVERY
97
85 80 73 72 56
32
TRUCK
38
85 80 80 72 53
CUSTOMER SERVICE
60
82 81 81 81 72
MARKET PULL
87
80 80 72 67 63
COMMISSION
77 73 71 69 64
MONEY
69
88
80 80 70 68 60
CREDIT
77
73 72 68 60 60
PROMOTION
80 76 75 72 71
RETAILERS CSI
BONUS
72 72 64 60 53
34
82 78 72 70 60
51
80 68 68 60 60
PRODUCT
HIGH QUALITY
31
51
88 83 80 76 60
CONSISTENCY
75
100 93 90 84 70
CREDIBILITY
92 87 86 79 79
IMAGE
100
BRAND A
44
26
BRAND B
87
79 70 66 64 63
LONG RELATIONSHIP
BRAND C
78
84
80 72 70 66 60
GOOD COMMUNICATION
BRAND D
64
31
76 72 71 68 65
82 72 67 64 60
FEEDBACK
54
SALES REP
BRAND E
54
82
75 72 72 67 60
KNOWLEDGE
COMPETENCE
83 80 76 72 60
64
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CSI TRACKING
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CATEGORY MONITOR
Market value
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CATEGORY GROWTH
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CATEGORY GROWTH
M? R?NG TH? PH?N
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4 KEY DIMENSIONS FOR AD EVALUATION
BRANDING
AWARENESS
COMMUNICATION
FAST SALES
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ABOUT INSTRUCTOR

• Mr Tr?n Ng?c Dung
• Research Director
• FTA market research
• 18 Nguyen Huu Canh street
• Binh Thanh District
• HCMC
• Phone [phone]
• Fax [phone]
• Mobile [phone]
• Email dungtran_at_fta.com.vn
• Website www.FTAresearch.com