NGUYỄN NGỌC TRÂM PHAN PHƯỢNG TƯỜNG

“MARKETING ULTIMATE GOAL – SERVING THE NEEDS OF

CONSUMERS: MARKET AND CONSUMER UNDERSTANDING”

ASSIGNMENT 1

WHAT IS CONSUMER NEED? WHAT IS CONSUMER INSIGHT?

Question 1

A consumer’s desire for a product category’s specificbenefit on a functional or emotional level during aspecific time or situation. ( source: Boundless )

Underline needs/wants of consumers where our brand canplay the role most effective.

Maslow defined 5 levels of what consumer needs Factors of consumer insight

STARBUCK COFFEE CASE

The life revolves around only 2 places: home (stand forpeace) and company (stand for work) .People seek for the space between home and office wheresatisfies their need of communication and personalenjoyment.

“I need a third place to go to relax and socialize, besides my office or home.”

HOW TO COME UP AN INSIGHT?WHAT IS A

POWERFUL INSIGHT?EXAMPLE

ASK YOURSELFYOUR BUSINESS PROPLEM

INTERROGATEYOUR TARGET CONSUMER

MAP IT OUTTHE FACT AND KEEP ASKING WHY

WORK OUTWHAT’S THE MOST COMPELLING &

TRUTHFUL & PRESENT AN OPPORTUNITY

CALL TO ACTION

PRESENT AN OPPORTUNITY

CREDIBLE

INSPIRATION

IMMEDIACY

CONVEY A GREAT TRUTH

Aninsight

A powerful insight

Dove’s real beauty SKETCHES campaign

insight

WOMEN ARE ALWAYS UNHAPPY WITH THEIR

APPEARANCE AND UNDER-ESTIMATE

THEIR REAL BEAUTY.

+BUT THEY DON’T

RECOGNIZE IT.

Question 2

HOW TO COME UP THE INSIGHT OF “DOVE REAL BEAUTY’S CAMPAIGN OF SKETCHES”?

STEP 1 ASK YOURSELFYOUR BUSINESS PROPLEM

Product Characteristic proplem: DOVE is just the same as LUX (main competitor) at functional benefit & quality. Need a more emotional benefit differentiation, should come from brand, not product.

STEP 2 INTERROGATEYOUR TARGET CONSUMER

SO WHAT MAKES THE CONSUMER LOVE YOUR BRAND?SO WHAT IS THE MOST BRAND-RELATED CONCERN THAT TOUCH CONSUMER’S HEART?

Dove brand stands for real beauty:1. What they say about their perception of real beauty ?

Fact: “I love to look like Angelina Jolie”2. Why they say those things?

Fact: Media affects them a lots, and women are quite easy to trust others’ judge & standard.

3. What are their behavior to reach the beauty? Fact: They try to change their appearance to some kind of standard (ex: plastic surgery)

4. Why those behavior happen? Fact: Women are not happy with their real beauty.

STEP 3 MAP IT OUTTHE FACT AND KEEP ASKING WHY

Women are not happy with their

real beauty.

Their definition of beauty is biased

People never feel happy with what they

own

Women always under-estimate their

real beauty

Why? Why?

Why?

This finding had been used already by DOVE with Real

Beauty concept

WORK OUTWHAT’S THE MOST COMPELLING & TRUTHFUL & PRESENT AN OPPORTUNITY

STEP 4

WOMEN ARE ALWAYS UNHAPPY WITH THEIR APPEARANCE AND UNDER-ESTIMATE THEIR REAL BEAUTY.

BUT THEY DON’T RECOGNIZE IT.

Question 2

iPad AIR MEETS WHAT CONSUMER’S INSIGHT?

Question 3

HOW iPad AIR MEETS THEIR FOUND CONSUMER’S INSIGHT?

Assumption 1: Target customers are iPad users

“I’m an iPad user, and I’m happy with

iPad’s performance. However, I cannotmake use of the iPad’s value because ofits inconvenience (heavy & thick) whichcannot fit with ways I hold iPad (lying,playing, going..) .I understand that if the device is moreconvenient (lighter & thinner), it will beless powerful.But I still want both.”

Product driver:LIGHTER & THINNER, BUT EVEN MORE POWERFUL

iPAD AIR MEETS WHAT CONSUMER’S INSIGHT?

Question 3

HOW iPAD AIR MEETS THEIR FOUND CONSUMER’S INSIGHT?

Assumption 2: Target customers are potential tablet users, class A, A+

“I’m a high-demand person &

always looking for the most brilliant things. I need a tablet that Easy to use & to mobile likes a phone, even Powerful & full of function likes a laptop. To me, tablet now has not met the standard that a tablet should be.”

Product driver:APPLE INVENTED THE PERCEPTION OF TABLET,NOW APPLE INTRODUCES THEIR MOST BRILLIANTINNOVATION: THE TABLET MEETS THE STANDARD.(means all the tablet in the market, even the old version of iPadare “beta versions” – now the true tablet was finally born – totallymeet the definition of mixing computer & phone, like a pencil, it’sa brilliant human innovation –Till now, iPad Air started the era ofwhat call tablet)

Question 3

CONCLUSION

Understanding the root definition of a tablet (created by Apple) makes us find out a great truth:IPAD AIR IS THE FIRST TRUE TABLET that meets the definition and the promise of tablet’s perception’s inventor: acombination of a laptop & a phone. Even today, human can welcome the 1st basically true tablet – like a pencil, iPad Air isa MILESTONE in modern human’s innovation.

BUT

According to iPad Air’s launching campaign, we can see they DO NOT communicate that message, base on the fact:- The name of product is iPad Air, related to light, thin, fast – factors to complete the demand of consumer for a tablet.- The TV ads & all campaign message consistently highlight the lightness, but more powerful.

THAT’S WHY iPad AIR’s DOMINENT COMSUMER ARE iPad's USERS (as assumption 1)

WHY THEY DON’T GET MASS AND STATE THAT THEY ARE THE 1ST TRUE TABLET EVER?Because:-The category of iPad still have other SKUs (iPad 2, new, iPad 4, mini,…) which are still growing & satisfying certaindemands.- Easier to meet the available needs of available customers (80% of Apple’s consumption come from loyal customers) –keep the strategically target customers.