Phan Thi Thao NghiNguyen Bich Van

BEFORE LAUNCHING A PRODUCT

Why is it essential to do Market Research? To understand

Awareness Targeting

Market segmentationPositioning/branding researchCompetitive AnalysisConsumer need researchConsumer preferences research

Mobile market share researchMarket potential researchPR & Advertising research

“Who you are - defines what you do.What you do - defines who you are.”

(Who am I?) (What should I do?)

• Concept Testing• Product Optimization• Pricing research

• Promotion research• Distribution & logistics

research• Usability Testing

Maturity DeclineGrowthIntro

• Customer Satisfaction & loyalty Research

• Customer communication Testing• Usability Testing• Customer Experience/shopper

Insights

IN PRODUCT LIFE CYCLE

Why is it essential to do Market Research? To initiative managing

Acquisition Retention

PRODUCT LIFE CYCLE

1. Background(An overview of the business, relevant issues to the project, and details of recent studies provides valuable background.)

2. Business objective(Business objectives should be summarized separately from research objectives.)

3. Research objective4. Preferred approach and methodology5. Deliverables6. Timings7. Budget8. Contact names9. Proposal submission information

(Specify when the proposal must be submitted, to whom and where)

RESEARCH BRIEF