Assignment 3.1

1. MINH THÔNG– HỒNG PHONG– VĂN HIỂN –
ASSIGNMENT 3.1

2. 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 Need
At 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 Ngư
Functional: 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

3. 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.
2
Beliefs and Attitudes
--------------------------------------------
https://www.youtube.com/watch?v=j
U-cori12KU
IKEA – 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=0ya
881RU_Uk
4

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 age
know about the TV series “ The Monkey
King “. The Monkey King series with Zhang
became an important part of people's
personal history, a powerful symbol of
their youth and cultural identity
The Monkey King
naturally embodies the
qualities youth and
irreverence in them.
As a China adolescent, I has the
spirit of The Monkey King, which
is a symbol of youth and
irreverence. Since 2016 is the
year of Monkey, I want to
celebrate it as well as celebrate
the youth at New Year Eve.
Example : Monkey King'
Family - Pepsi Cola
https://www.youtube.com/
watch?v=p2kZrvYf6ko
HOW A
GOOD
INSIGHT
LOOK LIKE
Connect
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 idea
Ex: 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.

5. 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

6. 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.

7. III.CRAFT
Insight 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

8. Capture value from
customers to create
profits and customer
equity
Marketing Process = R+STP+MM+CRM
R
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
Needs
Wants
Demands
Who will we serve???
How will we be
different?
Product
Price
Place
Promotion
Are you actually
create value?
Are our customer
satisfied?
Customer Lifetime
Value
Share of customer
Customer Equity
Create value for customers and build customer ralationships
Capture 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

9. 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,
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 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”

10. 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 beautiful
than Big C but not expensive as Vincom or Indo China”
Target: Average income customers
Positioning: Japan Shopping Mall with mid-range prices

11. 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

12. THANK YOU