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

The AMR Group An n In Intr trod oduc uction tion 2013 2013

The Group  The he AMR AMR Gr Grou oup p he helps b lps bran ands ds blo bloom om in in Vietna ietnam th m throu ough gh … lean lean, , foc ocuse used d & & relia eliable mar ble marketing eting rese esear arch h fr from om … mar marketing eting & & b bran and d str strate tegy wi y with th

The Structure The he AMR AMR Gr Group oup is 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 orld c ld class lass mar marketing eting resear esearch h thr through ough …  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 oger) er)  Seminar & Training: Brand War (M (MM – Shy Shyama amal)  Retail Consulting and Training (MLW) – Mar ark) k)

Lean, Focused and Reliable research

Why Us? Deep understanding of the brief Rese esear arch h is is a w a wast aste e of of 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 orce ce y you our r ne need eds s to to ou our r solut solutions. ions.

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

Marketing Management Cycle • Tracker™ • MCS™ • Panel™ / • Marketer™ Omnibus • BrandTrack ™ Monitor Position Consumer / Brand Competitor Communicate Identify Gap / / Deliver Opportunity Deliver Design Product / Product Service • Concepter ™ • BPTO / PSM • Concepter ™ • Marketer™ • Add+Impact ™ • Conjoints (full • BrandTrack! ™ profile, discrete choice, • Mystery • Qualitative / • Segmentation adaptive) Shopper Quantitative Ad • Market • PackCheck ™ Concept Test Sizing/Entry / PSM • Pre-post ad test • Taste test • Product placements • Usability Test

Why do you use brank X NEEDS Physical Product - Strength - Taste Image PEOPLE - Modernity ATTRIBUTES - Fashionable - Prestige Demographics - Age - Income RELATIVE IMPORTANCE PURCHASE OF EACH NEED EVALUATION - Education DECISION OF BRANDS BRAND Psychographics PERCEPTION - Conservatism Physical Product - Westernization - Strength - Taste PRODUCT - Status seeking EXPERIENCE Image - Modernity - Fashionable - Prestige

Analysis & Reporting … Act Actiona ionable ble an anal alys ysis is & & rep epor orting ting  Top op 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 ommend ndation tions s are r ar e rob obust ust. .  The he ad advisor visors s ha have he e held senior ld senior P Position ositions s in in For ortu tune ne 50 500 0 Comp Compan anies. ies.

Our Qualitative Strengths … FOCUS GR FOCUS GROUP OUP IN-DEPT IN DEPTH H ETHNO ETHNOGR GRAPHIC PHIC DISCUSS DISCUSSION ION INTER INT ERVIEW VIEW Concept Concept tes testing ting Pr Product oduct Adv Adver ertis tising ing Br Brand and Posit ositioning ioning Ad Ef Ad Effectiv ectiveness eness

Our Our Quantita Quantitativ tive e Appr pproac oaches 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 once cepte pter (Pr Prod oduc 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 (CLT (CL T / / Car ar cli linic) nic) • Home Place Placemen ment (Pr (Prod oduc 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)

International Quality Fieldwork Our samp Our 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 of 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- owners 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 offices fices and and our our o own 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 of project as they ar pr oject as they are coll e collect ecting ing fir first st han hand d inf infor orma 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 net Our networ ork 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 Ever Ev erythin ything g dep depend ends on s on the the r relia eliabilit bility y of of the the da data. ta. Our Our quality quality contr control ol 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 DP …  Our Our well ell-tr trained ained and e and experienc xperienced Da ed Data ta Pr Proce ocessing ssing tea team m follo ollows ws the the str stricte ictest st requir equirements. ements.  Our Our DP DP quality quality contr control ol 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 

Experience & Capability … Experien Expe 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 …

Our Family Composition ... 50 50 (4 (4) (5 (5) (12) (1 (7) (7 (22) (2 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 ... BD & Project Research Associate Director Director Director Albert Phoon Mark Wrice Research Research Research Research Research Manager Manager Manager Manager Manager Phung Le Tuyen Dao Trung Phuong Dao Bao Trung Pham Quynh Anh Tran Hoang Vu