Example of Output

7/29/2019 Example of Output

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1StepStep 44: Sharing Results: Sharing Results


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StepStep 44: Sharing Results: Sharing Results

To share the results, we need to use modulation approach tocommunicate the results to create a medium to illustrate thefindin s and interrelationshi of the findin s

Models: Systematic correlation of attributess ng p c ures o us ra e e consumers wor

meaning

Video: Video clips from focus groups or ethnographic research, ,

environment impact their choices & perceptions

Sounds: Voice clips can help to make the points clearer and help

Animation: Animatic characters can help to simulate events and

show relationship

6


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What inf l uences consum ers value?What inf l uences consum ers value?

SocietyAttitude

Media/ Communicat ionNorm Goals

Family

Value

Belief

Behavior

Needs

Preference

Basically, consumer behavior is also shaped to a large extent by social factors, such asfriends, family relationships, mass media and other aspects of the environment to

motivate and influence their norm, belief , and preference.

Awareness of these influences can help marketers to identify groups of consumers who

tend to think, feel, or act similarly and separate them into unique market segments.Aspects of the marketing programsuch as product design, advertising, and pricing

can then be tailored to meet the unique needs, values, and goals of these distinct

groups.


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Analyzing Consumer s Values,

Relationship

Media/ Communicat ion

SocialNorm s/ Values

EducationTradit ion

VALUES

CultureFamil y values

Religion

Past

Chi ldhood/ Upbringing

urrenSocial circle,

l i festy le,work,

u ure rec on(t endency of

f u tu revalue/ in terest )

n eres


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The Brand ModelThe Brand Model

Worried free

Relaxed

Modern mom

Friendly

Like to ex lore

Mom as supervisor

e

Easy to put on

Great absorbency

Always happy

all the time

Cheerful

and learn newthing

Optimistic

Exploring

More freedom

Comfortable

Brand X

Well fit

premium price

No irritation

Baby feel comfortable

LivelyPositivethinking

Superior absorbency anddryness

Soft

lifeBalance natureand technology

Well design

Well selected

est protect on or everysituation

Understand babysneeds

Blue cloud

Modern

Natural

Dynamic

Brand Barrier:

5

Premium brand that balance betweentechnology and purity

g pr ce s t e ma n arr er or

adopting the brand


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The Benef it s Model

Good signalGood signal Good priceGood priceFEATURES

Understandeach other

Reducelanguage

Good client PreventAccomplishcommunication

To succeed in business ,

I need flexibility, speed

and convenient.

FUNCTIONALBENEFITS

clearly barriersobjective

End business

deal

Connect anytime

anywhereGood business

No negative

feelingsCheap

The communication

needs to be clear.. We

Good profit Growth Good profit Good image Save money

they understand us.. ifthis is achieved price is

second priority

Confident Ease frustrationFeel that I am

credible

Relaxed For business objective,

we need to close the

EMOTIONALBENEFITS

Successful &

ea as as as poss e

RicherIMPACT ON LIFE


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Example of Out put : Consumer X-ray


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Example of Output: Purchase Criteria

Most ImportantXXX consumers

unc on s a so very mpor an . ey wan e mos

complete function (with strong emphasis on good camera,

good sound quality).

Price is a key criteria that is considered together with brand.- -

balance of brand, price and function.

Brand has to be credible, well known, reliable and moredurable. Some consider the dropping in value of the HHP of

can resell at a good price like Nokia..

Design is emphasized on being modern, handy, sleek and slim aswell as in-trend. Mid-end are also inclined towards trendy model

.touchscreen, Qwerty and both touchscreen & bar in the same

one. Design is more important for 26-35 group when compared toother groups.

Summar and business im lication


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Example of Output: EmoScale

Product A Service A

I satisfy with the promotion

provided. (Brand A)

I aways receive goodrecommendation from call center

when I have problems

I feel proud that I purchase theright product, it fits with my need.

(Brand A)Im loving it!

Im loving it!

shops

Im happy with it!

Everything is ok, hi-speednetwork

I use this brand because its network cover

Im happy with it! Nice!many area.

SUMMARY AND RECOMMENDATIONS


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Life Stage Needs Hot Buttons

Needs for

Moms of adults

Moms with

Moms of teens

Value for money

Price sensitively

Price sensitivity

Health needs

Beauty needs (self)

Cleaning &

refreshing esp.

repair & restore

Security (reassured

cleanliness & germ

free)

Moms with young

kids(0-3 y.o.)

young kids

Working women(Married without

Skin benefits

Skin Benefits (smooth

and radiant skin)

Health Benefits

Value for money

Convenience

(availability of

products) Thailand

germ free) Remove bad odors &

refreshing Indonesia

Product for family

Indonesia

about price

Anti-aging (clean but

do not make skin

dry)

College students

& first Jobbers(Single)

College students

& first Jobbers(Single)

Clean but do not

make skin dry

Brand focused

Remove tirednessIndonesia

(cleanliness, germ

free) Thailand

Value for money &

Pampering selfIndonesia & Thailand

Product X needs vary across life stages. Students and First Jobbers tend to focus on skinbenefits and indulgence benefits. Women with kids tend to seek product that are mild to skin and is

10

.

benefits since they want the outcome of younger looking skin and preventing aging.


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Example of Output:Example of Output: Different Groups &Different Groups &

Seeking Pleasure

Indulgencelover

Innovative

Seekers

Practicalist

Com romiser

BeautyseekerEnergizer

Focus onCost

Focus onBenefits

Naturalist

MasculinitySeekers

BrandFocused

Users

Health

Seeking Safety

MildnessSeeker

2823

COMPROMISER IS CONCERNED ABOUT THE PRICE AND BENEFITS WHILE HEALTH CONSCIOUS

ARE CONCERNED ABOUT SAFTY AND BENEFIT. BEAUTY SEEKER NEED BENEFITS AND TRADE OFFWITH PRICE. EXPLORER NEEDS NEW THINGS, LESS CONCERN ON PRICE


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Consumer Profiling: WomenConsumer Profiling: Women

College students& first Jobbers(Single)

Beauty-oriented Love & career are important Experimental (Thailand) Socially active (Both)

Experimental New productlaunch and promotion areappealing

Follow the trend esp.

Skin benefits (smooth, soft &radiant skin)

Confidence seeker Clean but do not make skin

1

Insecure about the future

Face challenges fromcompetition (Both)

Focus on self-image wantto be accepted andappreciated

Brand focused Attractive, trendy and colorful

packaging

Remove tiredness(Indonesia)

Working women(Single, Married

Beauty-oriented Balancing life and career is

important (More concerned

Focus on benefits andprice value seeker

Brand is important but not the

Skin Benefits (smooth andradiant skin)

Health benefits(cleanliness,

2

in life)

Independent Ambitious

benefits & ingredients

Value for money (both) Pampering self (Both)

kids (0-3)

u : u ylife with kids

Need to be economical Less self focused concern

about looks but do not havethe time to take care of kids

u Needs to be economical

u y Convenience (availability of

product) Thailand Serve needs of self, baby and

family members (Both)

3

ore respons e e s essFUN

Frustrated about balancingwork and life (Both)

Concern about kids health(Thailand)

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Needs and Purchasing Influencer by Life

Not so much concerned about brand-look mostly at price & benefits e.g.,removing bad odor/wife or children

For me the most important is that itkeeps me smelling good. we men

sweat and it tend to create odor.Father of 14+ yo kid, Indonesia

influence choice-seek good value

Select base on own needs i.e.cleanliness, eradicate odors, kills

...

The product should make me feel clean

and able to prevent bad odorsFather of 4-9 YR old kid, BKK

germs an am ar y ome se ec sbrands but ask their wife to buy for

them-price is important-need productfor the familySome let their wife select for them but

selects for their children-select familiarbrands/easy to find.

Some are concerned about economicneeds of family and hygiene)

I pick a soap for myself. I like

make soap. I think Lifebouy is forkids, Lux is for women. I am not

comfortable with those brandsYoung males, Indonesia

I just use the same brand.. It is familiarand easy for me..dont see why I have to

changeFather of 4-9 y.o. kid, Indonesia

Start to choose personal soap(IND) and select based on

functional benefits (clean, not

dry skin-few wants whitening -

My kids are growing up. It is important

for me that they dont get sick. I like

seeing them playing but I want to

protect them too.Married man, with kids, KK

College First jobber Married Father Father with Father with Father with

o . ome young n ones amales select BW based on

males needs

15

stu ent w t out w t - yr

kid

- yr - + r


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Your Assignment

Business Objectives

Understand consumers life & lifestyle. What is their life like? Whatis important to their lives?

Explore needs of consumersUnderstand purchase criteria & factors that influence choices

What are the ideal car that they desire?

How can we turn this into a new roduct conce t?


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Documents

Example of Output