Bài 3.1 - Insght part 2

1. YOUNG MARKETER – ELITE PROGRAM 3
ASSIGNMENT 3.1 – CONSUMER INSIGHT (2)
Thanh Thùy – Thanh Vy – Thiên Vân

2. Insight is penetrating understanding that hooks the brand into
consumer’s need and want
Based on Maslow hierarchy, they have many levels That’s
why
Insight has many level and can be explored from many
angles
INSPIRATIONAL INSIGHT
FUNCTIONAL INSIGHT
EMOTIONAL INSIGHT
From the functional benefit that
the brand can satisfy
From the emotional benefit that the
brand can satisfy, reflect how
consumers feel if they use
From spiritual inspiration of the
consumer as they always desire or
dream of
I want a milk product that
can protect my child’s
health from the inside
I want to be a good mom,
which expresses by which
product I choose for my
child
People don’t know
exactly how much water
that they drunk => “4
chai 2 lít 1 ngày”
Choosing water brand to
drink is also to show who you
are, how style you chose
=> Aquafina & fashion
Note: according to Brand love curve, you should check
your brand health to know where you stand, to decide
how deeply you should explore your consumer’s
insight.
More competitive the category is,
deeper the insight should get
As a mom, I want my child
playing a lot to experience
the most, while his health is
surely protected.
N/A
I want my teeth clean
and breath so fresh.
I want to get close to my
partner to show my love.
Love needs confidence,
but Vietnamese youth
lacks it => “get confidence
in love with close-up”.
CONSUMER INSIGHT’S LEVEL

3. 1. Common things sharing among
customer.
M&M: my chocolate easily melts on my
hand -> chocolate is covered by sugar
2. Hobby/Everyday problems.
Wearing helmet make my hair get
dandruff
3. Beliefs and attitudes.
Tide: truly white means
truly clean.
Bucamita: I believe fish is always good for
health
4. Emotions and sensations.
British Airways with campaign “Magic of
flying” (link below)
“When I see plane flying in the sky, my
childhood comes back to me”
5. Social and individual self
Saigon special – I was in tough situation,
but I tried my best to be successful now,
which makes me feel proud of my self “bạn
không cao nhưng người khác phải ngước
nhìn”
6. Philosophy – fundamental nature of
reality, existence that everyone know but
easily forget.
Dove – I believe the real beauty is beauty
for real without artificial factor
“DOVE - TRUE BEAUTY”
Nike: I want to win
myself and reach self-
belief to do what I
want
6 ANGLES TO SEE THE INSIGHT

4. Finding Insight is
seeking the deep
reason why there is a
gap between what
consumers think and
do.
Ex:
Beef price increases,
vegetables price dereases.
Normally think: buy less beef,
more vegetables
Do: buy less beef, less
vegetables.
Why? I think that beef is luxury
and vegetables is popular,
vegetables price increasing
makes me feel my poverty
and buy less both of them .
Insight can be found if we accept there
is no gap between “we” and “they”
Before finding consumer
Be a curious child and
get rid of assumption by
defining what we
actually know and
unknow
PROCESS for
Finding Insight ● Observation
Ex: Motorcycle insurance is bought with very cheap price 15.000
VNĐ/year in area which the police usually check up
Insight: I need motorcycle insurance as a tool to cope with the police.
● Information (fact, market research report...)
Ex: 80% women want to have a beautiful kitchen.
Insight: A beautiful kitchen makes me inspire to cook delicious dishes for
my beloved family.
● Drilling down from business problem:
- Barrier to purchase (Cost, Ease, Interface)
- Perception of value (what consumer think of product...)
- Category/Competitor issue (trend decreasing in category,
strong competitor…)
- Product/service characteristics (what you do better for
consumer)
• ASKING
- Digging deeper by asking why, so what, what if, why is that
important...
Ex: The women always make effort to keep their skin white.
Why? White skin makes me good-looking.
Why is that important? A person having white skin show that they are
brilliant and have affluent life.
Insight: I want to be more beautiful by having white skin because I
believe that white skin will help them to gain confidence and have a
brighter life.
Collect what we explore
new understanding
about consumer
Connect
Pick up and synthesize
what we know about
consumers
Craft and choose
winning insight
Methods and Examples
FINDING INSIGHT

5. Oh! x It’s me → Good insight
…Fresh
…Exciting
…Deeply penetrate in consumers’mind
…Actionable
But how do we know that is GOOD INSIGHT
In general...
…Single-minded
Ex: OMACHI
Instant noodle is a delicious and convenient food. But eating it makes my body hotter and acne appear easily.
I need a kind of good instant noodle which is not harmful for my facial skin.
https://www.youtube.com/watch?v=OQtXwRnsfC8
Good insight can come from inconvenient truth - a deeply felt human truth that bonds consumers to our brand
Ex: Although that is stressful to do multitasks in a short time, I clearly perceive that pressure makes me improved in
my work.
…just only your brand can satisfy

6. Insight for brand idea is strong, endurable and
inspired enough to build brand in long-term and we
can brainstorm lots of ideas for every proposition.
Ex:
Let’s colour
https://www.youtube.com/watch?v=4vhj1vMjCuE
Personalise your world
https://www.youtube.com/watch?v=WX27DR0tokE
Good insight for BRAND IDEA : having 4 elements
My home and surroundings have a
powerful influence on how I think, feel,
and live.
So I feel inspired when they reflect who I
am – and by painting them I can even
become who I want to be.
• Link to brand essence and consistent to
communication idea
• Forget extreme-tones communication and create
messages that can resonate with consumer.
• Show the another deep angle that widen
experence for target audience
Good insight for ADVERTISING IDEA
Ex:
Hexos Candy presents its role as returning your voice
when you feel uncomfortable in your throat.
But with the muted, Insight “For once in my life, I
dream of being heard my voice ”
Campaign Voice for all
https://www.youtube.com/watch?v=7OXc4PEc_ek
Fundamental
truth
Deep emotional
drivers
Category
specific
Personal (I,me)

7. DISCOVERY
STRATEGY
MARKETING MIX
IMPLEMENT
&
CONTROL
THE MARKETING
PROCESS
The whole Marketing process is very
complicated, step-to-step from
company business goal to after the
end of every campaign. In general,
marketers should follow the basic
marketing process below
MISSION
Clarify the reason why brand exists
and the benefit it can provide target
consumers over the long term
In other words, it anticipates the future
and role of brand’ products
Analyze the situation and research
the market to discover the white
space that matched brand
capacities in order to satisfy the
customer unfulfilled needs
Set your promise by establishing
marketing strategy plan to pursue the
mission and opportunities,
that involves:
Segmentation
Targeting
Positioning
Make decision base on these
marketing mix ingredients
(4P/6P/4C)
Proposition - Product – Packaging
– Place – Price – Promotion
 To deliver the brand promise to
consumers
Monitor the marketing mix
execution, ensure that we fulfill
consumers’ needs consistently,
all activities are on right
direction,

8. INSIGHT
in
MARKETING PROCESS
DISCOVERY
IMPLEMENT &
CONTROL
Insight play it role in
almost steps:
DISCOVERY, STRATEGY,
MARKETING MIX
& IMPLEMENT AND CONTROL
Understand the consumers’
needs that were not satisfied
 It’s consumer insights
Ex1: PepsiCo did a research and found a need
of quick-hydrating after activities
 Then they make 7UP REVIVE (isotonic water)
Ex2: OMO – target: modern mom
Consumer insight: I’d rather my kids got dirty and learned
something than were clean and didn’t. But I don’t have
enough time & it’s hard to clean their clothes.
Brand insight: Getting dirty through playing is the way
children learn & develop. OMO removes all the tough stain
and give children freedom to learn & play
Brand positioning: The number 1 sustain remover
Brand Big Idea: Dirt is Good
Brand Activation platform: kids activities to learn & play -
(Bé làm Hiệp sĩ Xanh – ngại gì lấm bẩn)
Brand innovation: help mom save time in washing: OMO
washing water
- Consumer insights have to be sharpen
to become brand insight to identify
brand positioning.
- Under brand positioning, brand big
idea must be consistent and appeal to
the -consumers’ who have this insight
- Insight also take it role of direction
brand activation and brand
innovation platform
How to do: conducting research thoroughly market
STRATEGY
In marketing mix, insight help marketer to
- Innovate new product
- - Identify place/price
- Identify Communication insight for
Promotion
Ex3: OMO – target: modern mom
New product: (see innovation above)
Place/price: suit for urban mom with higher price than others,
placing both Traditional Trade & Modern Trade (mainly in modern
trade channels)
Communication Insight: for Tet campaign 2015: Tet is the time of
family union but thousand of people can’t be home. And through
simple act, my kid can help them & learn to be a good one
Communication Idea: “Tết làm điều hay, ngại gì lấm bẩn”
MARKETING MIX
Ensure that campaign
consistently followed the
insight & direction that
identified
Ex4: Vinacafe – Chất
In social fanpage “Chất”, all contents
must be consistent with theme “Chất –
since 1968”

9. BRAND ACTIVATION PLATFORM
BRAND POSITIONING
Insight direct the
marketing strategy
Brand promise: “Cà phê nguyên bản,
đậm đà chất Việt”
Campaign Vinacafe – Heritage (Chất từ 1968)
Insight: “I need a cup of coffee which
has full-flavour of Viet heritage and
originally made of coffee seed, and it
still expresses the combination of bold-
but-not-too-old, youth and
Vietnamese.”
DISCOVERY
STRATEGY
GOOD INSIGHT
- single-
minded
- Actionable
- Suitable for
only
Vinacafe
BRAND BIG IDEA
Tinh túy vị thời gian
PRODUCT INNOVATION
- “Vị cà phê nguyên bản”: combination of “đắng
dịu, chua thanh, chát nhẹ ngọt và béo”
- Bí quyết tạo ra cà phê hòa tan 3 trong 1: “360
chăm chút hạt, 15 ngày cà phê khô như ý, 16
phút/mẻ rang”
- “100% nước cốt đầu”
MARKETING MIX Base on Insight & satisfy it!
Heritage coffee for heritage Vietnam
PLACE & PRICE
Modern Trade channel (mainly)
Vietnam Airlines
Price: 48,000
Target: young &
modern youth
Suit for modern/urban youth
PROMOTION
For campaign: CHẤT THỜI GIAN
Communication insight: I want to protect the
Vietnamese heritage but it is something that
seem too old for young and hard to imagine.
 Vinacafe create a campaign that visualize
the heritage, through photo collection of “CHẤT
THỜI GIAN”
IMPLEMENT &
CONTROL
Keep execution
consistently
satisfy INSIGHT

10. THANK YOU!