The AMR Group An n In Intr trod oduc uction tion 2013 2013 - - PowerPoint PPT Presentation

The AMR Group

An n In Intr trod

• duc

uction tion

2013 2013

The Group

• The

he AMR AMR Gr Grou

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p he helps b lps bran ands ds blo bloom

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in Vietna ietnam th m throu

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gh

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lean lean, , foc

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used d & & relia eliable mar ble marketing eting rese esear arch h fr from

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marketing eting & & b bran and d str strate tegy wi y with th

The he AMR AMR Gr Group

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is an e an expe xpert t in V in Vietnam ietnam and and its its mar markets. ets. The team is he team is local local but but wi with i th inter nterna national t tional training aining and and experience, oper xperience, operating ting to g to global st lobal standar andards. ds. VIN VINAM AMR pr provides vides wor

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ld class lass mar marketing eting resear esearch h thr through

• ugh …

 Deep understanding of the brief  International Quality Field  Professional data handling & decision-orientated analysis  Action focused recommendation

AM AMR uses insights from VINAMR to deliver effective …

 Marketing & Branding Consulting (Identify knowledge gaps & capability gaps with Campfire) (P (Peta etal l KK KK – Rog

• ger)

er)  Seminar & Training: Brand War (M (MM – Shy Shyama amal)  Retail Consulting and Training (MLW) – Mar ark) k)

The Structure

Lean, Focused and Reliable research

Deep understanding of the brief

Rese esear arch h is is a w a wast aste e of

• f mon

money ey un unless i less it t is is focuse sed and rele leva vant to t to th the bu busine siness.

• ss. We strive to

understand what you, our clients, really want, why you seek advice, so that we can provide you with the best, reliable, professional information to improve your business.

We e do do not not f for

• rce

ce y you

• ur

r ne need eds s to to ou

• ur

r solut solutions. ions.

Why Us?

What We Can Do For You …

Product Pre-Launch Issues:  Feasibility of product concept  Core target market identification  Crystallizing brand positioning platform & strategic indications  Forecasting marketing mix performances  Assist in developing a brand strategy Product Post-Launch Issues:  Brand health tracking  Brand equity building  Future brand strategy  Repositioning of under- performing or aging brands

Marketing Management Cycle

Identify Gap / Opportunity Position Brand Design Product Communicate / Deliver Monitor Consumer / Competitor Deliver Product / Service

• Concepter™
• BrandTrack!™
• MCS™
• Marketer™
• BrandTrack™
• BPTO / PSM
• Conjoints (full

profile, discrete choice, adaptive)

• PackCheck™
• Concepter™
• Add+Impact™
• Tracker™
• Panel™ /

Omnibus

• Marketer™
• Segmentation
• Market

Sizing/Entry / PSM

• Taste test
• Product

placements

• Usability Test
• Qualitative /

Quantitative Ad Concept Test

• Pre-post ad test
• Mystery

Shopper

Why do you use brank X

PEOPLE ATTRIBUTES

Demographics

• Age
• Income
• Education

Psychographics

• Conservatism
• Westernization
• Status seeking

NEEDS

Physical Product

• Strength
• Taste

Image

• Modernity
• Fashionable
• Prestige

RELATIVE IMPORTANCE OF EACH NEED

BRAND PERCEPTION

Physical Product

• Strength
• Taste

Image

• Modernity
• Fashionable
• Prestige

EVALUATION OF BRANDS PURCHASE DECISION PRODUCT EXPERIENCE

 Top

• p te

team am reviews e views ever ery y stu study to dy to ensu ensure e da data ta qu quality a ality and nd tha that t th the r e rec ecomme

• mmend

ndation tions s ar are r e rob

• bust

ust. .  The he ad advisor visors s ha have he e held senior ld senior P Position

• sitions

s in in For

• rtu

tune ne 50 500 0 Comp Compan anies. ies.

Act Actiona ionable ble an anal alys ysis is & & rep epor

• rting

ting

Analysis & Reporting …

IN IN-DEPT DEPTH H INT INTER ERVIEW VIEW FOCUS GR FOCUS GROUP OUP DISCUSS DISCUSSION ION ETHNO ETHNOGR GRAPHIC PHIC Concept Concept tes testing ting Ad Ef Ad Effectiv ectiveness eness Br Brand and Posit

• sitioning

ioning Pr Product

• duct

Adv Adver ertis tising ing

Our Qualitative Strengths …

Our Our Quantita Quantitativ tive e Appr pproac

• aches

hes …

Some Some s stan tanda dard sta d statis tistical tical too tools ls used used ar are: e:

• Conjoint Analysis
• Brand-Pri

Price ce Trade ade-Of Off Anal nalys ysis is

• Multivariate Analysis (MDS, Factor Analysis, Regression, Cluster Analysis
• Tuk

ukey ey Ana nalys ysis is

• Strengths & Weaknesses Analysis

Our Properties tools …

• Marketer

(U (U&A &A +) +)

• Con
• nce

cepte pter (Pr Prod

• duc

uct & t & Ad) d)

• Conveyer

(Adv (Adver ertis tising ing Develop elopmen ment) t)

• Add+

d+Imp Impac act (F (Fran anchise) hise)

• Pricer

Pricer (BPT PTO, , PSM) PSM)

• Product Test

(CL (CLT T / / Car ar cli linic) nic)

• Home Place

Placemen ment (Pr (Prod

• duc

uct T t Test) est)

• Sen

Sensor sory y (F (Fran anchise) hise)

• Tracker

(Trac acking king Stud Study y & & Omn Omnibus) ibus)

• Valuer

aluer (B (Brand and Value alue Ev Evalua aluator) tor)

• Trader

(Dis istribution tribution Stud Study) y)

Our Our samp sampli ling ng fr frame ames ar are th the be best st in in Vietn ietnam am:  Telep elephone hone (the telephone directory covers all households in 63 provinces

• f Vietnam, including rural area)

 Hou Household seholds (the detail, exhaustive and updated list of all households in

key cities of Vietnam, including HCMC, Hanoi, Haiphong, Danang, and Cantho)

 Busine Business ss (the most updated list of all business entities currently operating

in Vietnam, categorized into big, medium, and small)

 Do Docto tors (the complete list of doctors, their hospital, specialty and their

telephone numbers)

 Veh ehic icle le owner wners s (the most updated and complete list of all vehicle-

• wners in Vietnam, including brand, model, grade, year of production, last

register date and their address)

International Quality Fieldwork

We e ha have our e our own n fiel field d of

• ffices

fices and and our

• ur o
• wn

n super supervi visor sors. s.

 Our main office is in HCMC, with supporting offices in Hanoi, Haiphong, Danang, and Cantho.

Int Inter erview viewer ers s ar are v e ver ery y impor importa tant nt to the to the qua quali lity ty of

• f

pr project as they ar

• ject as they are coll

e collect ecting ing fir first st han hand d inf infor

• rma

mation tion from respondents, therefore, we …

 Train them in interviewing skills, sampling methods, situation handling and give certificate for those who passed the exam  Select & Categorize interviewers for different industries (pharmaceutical, automobile, banking, EHA…)  Give awards for outstanding interviewers when achieve difficult quota and meet the timeline to encourage them doing their job properly.

Our Our net networ

• rk e

k exte xtends nds to all to all 63 cities/pr 63 cities/provi vince nces, s, inc including luding rur ural a al area ea

International Quality Fieldwork

Ev Ever erythin ything g dep depend ends on s on the the r relia eliabilit bility y of

• f the

the da data. ta. Our Our quality quality contr control

• l inc

includes: ludes:

 Questionnaire translation and approval by director level  Briefing, mock interviews, de-briefing and accompaniment  Accompany & Daily supervision : (up to 20%)  Validation  Personal validation at least : 25% (At least 25% of the completed questionnaires of each interviewer will be checked by our QC

• dept. via personal interview) and

 Telephone validation : (up to 100%)  100% edition of completed questionnaires  Extra interviews of : 1-2%

International Quality Fieldwork

 Our Our well ell-tr trained ained and e and experienc xperienced Da ed Data ta Pr Proce

• cessing

ssing tea team m follo

• llows

ws the the str stricte ictest st requir equirements. ements.  Our Our DP DP quality quality contr control

• l inc

includes: ludes:

 Scrutinize questionnaires batch by batch right from beginning of project  Double-punching  Test data file after n=50 completed questionnaires  Clean data using packaged software and our own soft wares  Data entry, quality control and processing all done in-house

International Quality DP …

Expe Experien rience ced d with ith co cond nduc ucting ting qu qualita alitativ tive e & & qu quan antita titativ tive e rese esear arch h projects in …

Experience & Capability …

Our Family Composition ...

50 50 (5 (5) (4 (4) (2 (22) (7 (7) (1 (12) Main in office fice in H in HCMC CMC, Sup Supporting o ing office fices s in H in Hanoi, i, Haipho iphong Dan Danan ang, g, Can Cantho ho. Network in 63 in 63 cit ities/p ies/provi vinces Uses ses n=5 =500+ + part-timer imers

Our Team ...

Research Manager Albert Phoon Mark Wrice Pham Quynh Anh Tran Hoang Vu Research Manager Research Manager Research Manager Research Manager Dao Bao Trung Dao Trung Phuong Phung Le Tuyen BD & Project Director Research Director Associate Director

Clients Clients ... ...

Since September 2010

Adv Adver erti tising sing Agen Agencies cies ... ...

Since September 2010

We provide services from ...

Where are we ...

HCMC Haiphong Danang Cantho Hanoi

Hanoi off ffice

Add: #01 Level 3A, The 73 Building, 73 Lo Duc Street, Hai Ba Trung District, Hanoi Tel: +844-3-972-8491 Fax: +844-3-972-8493 E-mail: research@vinamr.com.vn

HCMC MC off ffice

Add: Block G, Level 9, Suit 21 - The Manor Officetel, 91 Nguyen Huu Canh, Binh Thanh District, HCMC Tel: +848-6-258-6379 Fax: +848-6-258-6386 E-mail: research@vinamr.com.vn

Danang off ffice

Add: 170 Hoang Dieu, Hai Chau District, Danang

Cantho tho off ffice

Add: 22, Road No 16, An Khanh Ward, Ninh Kieu District, Cantho

Haiphong off ffice

Add: 3A Dinh Tien Hoang, Ngo Quyen District, Haiphong

2010

2012

2013

Our FGD Facilities (1)

Size : 4.8X4.4 Good for : 12 people

2012

Our FGD Facilities (2)

FGD Room: Good for 10 people Viewing Room: Good for 15 people

2012

Ma Map p to to AMR AMR Gr Grou

• up

p Of Offi fice ce

AM AMR R Gr Group

• up

Ad Addr dres ess G09 09-21 21 (Bloc Block k G, , Le Level 09, el 09, unit unit 21) 21) The he Manor anor Officetel icetel, , 91 91 Nguy guyen en Huu uu Canh Canh Str treet, eet, War ard d 22, 22, Bin Binh Than hanh D h Dis ist., t., HCM CMC Phone: + hone: +848 848-6258 6258-6379 6379

Category Assignment

Car & motorbike Research Chemical, Petroleum / Paints Milk Banking & Finance Advertising FMCGs Confectionery / Snack EHA

Nam Tomas Tomas New Tomas New New

Foods Beverage

Pharmaceutical

Industrial / High-tech / IT Cigarette B2B Telecom Property Education

QA Trung New