MINH THÔNG– HỒNG PHONG– VĂN HIỂN –

ASSIGNMENT 3.1

Insight is a penetrating understanding which provide hook or clues that lead to brand building opportunities

WHAT IS INSIGHT

To decide which level of insight should be used, we must define where is the category and where is the customer

LEVEL OF INSIGHT

Functional Need

Emotional Need

Aspirational NeedAt this level, customer insights can be used to create memories and

built into their life, make customer become outspoken fan

At this level, Brand create a great experience for them, function need

will be replaced by emotion , consumer feel emotion with brand.

At this level, customer insights can be used to develop or refine products, services, or

pricing. Serve the basic need of consumer

Diana

Functional need: I need a product that help me overcome

the uncomfortable on the reds day

Emotional need: When I am on the red days, I feel

uncomfortable and lack of confidence to do anything .

Aspirational need: I not happy as being a girl, especially on

the red days I feel being a girl is a burden

Functional need: Only the Vietnamese people Shared a bowl

of sauce, but sometimes still have to own sauce because each

person's taste"

Emotional need: With Insight: “Mom can't replace the pass this exam. The only thing parents can do is to cook the delicious meals with all one's heart. That is the most delicious meal on lifetime” Nam ngư góp 1 phần nhỏ bé, hỗ trợ người mẹ có thể chăm sóc con bằng những bữa cơm do chính tay mẹ nấu. https://www.youtube.com/watch?v=OqV0M8LGuvE

Example:

Chinsu Nam NgưFunctional: Calling a taxi takes a lot of time and using taxi

also causes a lots money. I'm in need of a way to use taxi

at low price and do not need to wait a long time

Emotional: Using famous brand car is a clear signal to

others that I'm successful. But finance factors do not

allow me to do so. I'm in need of a way to use famous

brand car at low price.

Uber taxi

5 ANGLES OF

CONSUMER INSIGHTAesthetic-gestures or

symbols that are shared

among the target.------------------------------------------------

Microsoft Lumia 540

YOLO Selfie

Insight: As a young adolescent, I

am dynamic and always want to

experience new things – YOLO

(You Only Live Once) is the motto

of my life.

Everyday Problems------------------------------------------------

Xích Thố Vương

Insight: Because of the burden of

age, I was no longer maintain my

ability in sexual life, which caused

very bad effects on my married life as

I disappointed my wife.

2Beliefs and Attitudes

--------------------------------------------https://www.youtube.com/watch?v=j

U-cori12KUIKEA – Lamp Commercial

Insight: If an item stick with me for a

long time, I will feel like it become

human, which has feelings and

thoughts. Therefore, I could not bear

to throw it away through it was old

and damaged.

3

Emotions and Sensations-----------------------------------------

http://goo.gl/tr2YQg

ESPN – Couch print-ads

Insight: Every time I turn on the ESPN

channel, it seems like I can not leave my

couch because the sport programs are

just so attractive, it feels like I can just sit

there and watch them all day, every day.

Social or Individual Self ----------------------------------------------https://www.youtube.com/watch?v=

WYP9AGtLvRg

Nike – Find your greatness

Insight: I want to have greatness

but I think that greatness is an innate

gift only for few individuals, I do not

know that I also have the ability to

achieve it as anyone can find their

greatness.

1

5

https://www.youtube.com/watch?v=LttxzlmsOqU

https://www.youtube.com/watch?v=0ya881RU_Uk

4

STEP TO EXPLORE INSIGHT

Define target consumer Get information Understanding Insight

The group of target consumer that brand can affect the most

About what people think and

do

Why they do what they do → dig deeper to an observation to truly understand the consumer

Combine category truth , product

truth, consumer truth

The Youth in China

Conlect

Craft

Millions of Chinese across a broad ageknow about the TV series “ The MonkeyKing “. The Monkey King series with Zhangbecame an important part of people'spersonal history, a powerful symbol oftheir youth and cultural identity

The Monkey Kingnaturally embodies thequalities youth andirreverence in them.

As a China adolescent, I has thespirit of The Monkey King, whichis a symbol of youth andirreverence. Since 2016 is theyear of Monkey, I want tocelebrate it as well as celebratethe youth at New Year Eve.

Example : Monkey King' Family - Pepsi Cola https://www.youtube.com/watch?v=p2kZrvYf6ko

HOW A

GOOD

INSIGHT

LOOK LIKEConnect

Craft

Fundamental truth

Category specific

Deep emotional drivers

Personal

Longterm brand advantage

and substainable

Fundamental truth

Category specific

Deep emotional drivers

Personal

Brand advantage in social context

For Brand idea For Advertising ideaEx: Zona jobs

https://www.youtube.com/wat

ch?v=cQMFyJ3FRGQ

Since I hate my job, I always

find excuses to get a day-off

because I just can not stand

the thought of working all day

long with the job I do not love.

Ex: Internship.edu.vn

As a student about to graduate, I always look

for internship programs that best suite my

ability and career path. However, looking for

them on normal recruitment website take a lot

of time and effort since the amount of

internship programs displayed on those

website is very small. I’m in need of a

recruitment website, which are exclusive for

internship programs.

I.COLLECT

Be them: try to see things through our consumers’ eyes

We need to look at the categories from the consumer’s perspective, not from the marketer’s

point of view to gain better observations that can lead to great insights.

Ex: Over time, our teeth become less white and we do not smile as much as before

Take a deeper look at

what we know, find

new observations and

understanding

With them: we spend time with them in their daily life

There are some interesting things that can only be observed not by asking consumers

Ex: Though consumers brush their teeth daily but they sometimes still suffer from toothache,

they do not say this to us because they think that we will perceive them as the one who don’t

know how to take care of him/herself

About them: we ask others about them

Ex: Young adolescent don’t talk much or keep a distance while talking to the one they like

because of their bad breath

II.CONNECT

Link and group similar

observations to get the

big picture

Step 1: Display learnings

We will write down our key learnings in a notes then display them on the large space, like a wall

Step 2: Connect observations to find early insight

We will take the most revealing observations and group them with similar ones – As a result, we

will get some groups of observations that appear a lots. For each group, we will try to dig deeper

by asking “Why?” to find the insights underpin them – These are our early insights.

Ex: From those 3 observations we collect, we keep asking “why?” and get some early insights:

1. Over time, my teeth become less white than before, which really annoys me as It makes me

lose my confidence. Tooth paste just help me to clean my teeth so I’m in need of a tooth paste

that can whiten my teeth as well.

2. Tooth paste help me to clean my teeth but it seems not enough –

I sometimes still suffer from toothache so I’m in need of a tooth paste that not only can clean my

teeth but also help me to have strong teeth

3. Tooth paste is good for cleaning teeth but it doesn’t get rid of my bad breath, which effects my

confidence a lots – and since I’m not confident, I can not talk or come close to the one I like.

III.CRAFTInsight clustering &

crafting

This is the time we choose and sharpen our winning insight – Inspired by the insight

clusters, we headline and write a sentence that describes the nub of the insight.

-> To choose the best insight, we should ask 6 questions

- Different: Is it something our competitors haven’t used?

- New: Is it something consumers haven’t heard ? (at least from us)

- Deeper: Is it deep enough to touch consumers’ real need/want that explain their thoughts

and actions?

- Tension: Does it include the problem or desire that consumers need help with?

- Sweet spot: Is it something that our brand/product can solve well?

- Actionable: Does it enable us to create new ideas and possibilities for marketing mix?

- Ex: When I have bad breath, I don’t have the confident to talk and come close to the one

I like. I need a tooth paste, which can help me to get rid of my bad breath.

Close-up - Tự tin đến gần nhau hơn

Capture value from customers to create profits and customer

equity

Marketing Process = R+STP+MM+CRMR

Research

Under standing the marketplace and Customer Needs

Segment, Target, Positioning

Design a customer –Driven marketing Strategy

Marketing Mix

Construct an integrated marketing program that deliver superior value

Build profitable relationship and create customer delight

STP MM CRM

NeedsWants

Demands

Who will we serve???How will we be

different?

ProductPricePlace

Promotion

Are you actually create value?

Are our customer satisfied?

Customer Lifetime Value

Share of customerCustomer Equity

Create value for customers and build customer ralationshipsCapture value from customer relationships

Customer Insight can be applied on most of the steps in the process of Marketing (STP+MM+CRM) except step research. Because marketing is derived from the customer, to service the customer and because Research to find out customer insight (Research Insight) to solve business problems, follow 5 kinds of insight into business solutions

Customer Relationship Management

• Insight for BRAND

POSITIONING

• Insight for PORTFOLIO

PLANNING

• Insight for BRAND

INNOVATION

• Insight for BRAND

COMMUNICATION

• Insight for BRAND

ACTIVATION

INSIGHT IN MARKETING PROCESS

Capture value from customers to create profits and customer

equity

Marketing Process = R+STP+MM+CRM

Research

Under standing the marketplace and Customer Needs

Segment, Target, PositioningDesign a customer –Driven marketing Strategy

Marketing Mix

Construct an integrated marketing program that deliver superior value

Build profitable relationship and create customer delight

STP

MM

Customer Relationship Management

CRM

R Insight: “Girl and junk food are 2 things that go along with each other as girls are very fond of junk food”.

Ô mai Hồng Lam - products to meet the needs “junk food” of women.

Insight: "Gift giving is a beauty in the culture of Vietnam, the gift remains in the heart, not at its value. And giving gifts

is the first step in starting a conversation”

Ô mai Hồng Lam- with Positoning: “Tinh hoa quà Việt”

Portfolio planning : Gift Product line: Ô mai, mứt tết truyền thống, chè. With core product: Ô mai

Insight: I want a product not only contains features of traditional folk gift but also still ensure convenient aesthetics as

and still fit in with the trend of the times”

Ô mai Hồng Lam has refres itself from product packaging, logo and also the slogan the gift of God. The customer not

just buy sour, spicy, they bought the soul essence of a culinary Vietnam

Insight: “Youth is now the trip, go to immerse yourself in nature, to conquer new land”

Ô mai Hong Lam launch campaign "the way we go" with desire, Hong Lam will become intimate companions of you in

the journey to discover the value of life. On the route to the Bắc Kạn (the region produces material of Ô mai Hồng Lam

for young people walking and felt the delicious fruit and cleanest of Hong Lam- what created “Tinh hoa quà Việt”

Capture value from customers to create

profits and customer equity

Research

Under standing the marketplace and Customer Needs

Segment, Target, Positioning

Design a customer –Driven marketing Strategy

Marketing Mix

Construct an integrated marketing program that deliver superior value

Build profitable relationship and create customer delight

STP

MM

Customer Relationship Management

CRM

R

In Hanoi, there are 2 shopping mall segment

1. Senior shopping mall. Serving customers with high income. However, the revenue of these malls often comes from cinema,

discount shopping. The high-income customers often purchase from abroad, which leads to their current unsuccessful status

2. Shopping mall as Big C with positioning "Giá rẻ cho mọi nhà" associated with cheap products, crowded, and less luxurious.

Target: group pretty average income

Positioning: Shopping Mall Japanese firt in Ha Noi with mid-range prices

With Consumer Insight: “As a person with infant, I would love my child be present during the occasion of family outings. But in public places

such as shopping mall, I usually feel shy when my child needs nappies changing or breastfeeding. I just want my child to experience the same

as my family and I want to be free from worrying about the problems of children in public places”

AEON Long Bien create “Baby Room” - spaces especially for mother and children: breastfeeding room and nappies

With consumer insight: “Japanese culture has came into the dreams of the young Vietnamese in a way that is very gently from the manga,

when we were a kids - we all like a characters in manga and want to become that characters as well as wonder whether they exist”

AEON created campaign “Diễu hành binh đoàn Pikachu” make customers feel the Japanese culture at AEON

AEON has chosen segment 1 between 2 segments- with the insight :“I want to shop and entertain in a place that is more beautifulthan Big C but not expensive as Vincom or Indo China”Target: Average income customersPositioning: Japan Shopping Mall with mid-range prices

Customer Insight application can be at most of the steps in the Marketing Process however only the most applications in CRM

because steps STP + MM is considered the backbone brandinglong term-strategies) usually only application is 1 customer insight

is the orientation for the entire operation. Customer Insight applications in step CRM but may have more Insight (short-style tactics) but

must serve the Strategic Customer Insight

Example: Insight for Brand idea: Creator for the human rights violations nobody can be, one of which is the right to the pursuit of happiness. But in

the world there are many who they feel happy too far, while happiness is each individual's instincts, always associated with people from

when they are born

Global Positioning: Open Happiness

Insight: “Happiness is a nice surprise”Coca cola launch campaign"Happiness Truck“https://www.youtube.com/watch?v=gfM9rIhxieU“Happiness Bus”https://www.youtube.com/watch?v=3x-rvhK-m1k

Insight: “Vietnamese are friendly, sociable but rarely reveal the deep feelings with loved ones”Coca-Cola launch campaign: “Trao cảm xúc, nhận hạnh phúc”https://www.youtube.com/watch?v=ZMKzXmWxgNA

Make customer feel happy

R

THANK YOU