Brand 2 Launch Process

Time tracking for our first month of work: Trying to understand as much as possible our target customer and market.

Market Research Process

Here is the key task for this month. We're working on the market research and try to find out everything possibly related to our product.

Potential Market Segment

05/06/2013 - 05/31/2013

As anh Lam mentioned in the last email, we will focus on:
the senior high school and first year at college students as our main Market Segment.

Here is what anh Lam wants to see:

Pain: what make our target customers upset/dissatisfied or prevent them from getting what they want??

Gain: What our target customer want to get?????

My idea: we need to find out everything about them first before going more specific into their needs related to our product/ service.

We want to understand everything about them: such as who are they? how they think? what they like? what they want to do? etc.

Let me know if you have any ideas chi Thu. :)

Competitor Analysis

05/06/2013 - 05/31/2013

Here is another important task: try to get the heck out of our enemies? :))) we want to find out

our key competitors
what are they providing that we dont have
how they carry out their business ( can hint us shortcuts)
their strength, weakness
Their products/service?
what channels they use to reach the customers?


Sub-brand naming?

05/06/2013 - 05/31/2013

How to name our brand 2???

Product Value Drivers

05/11/2013 - 05/31/2013

Here is where we try to match our products/services with the needs of our target customers. or answer the question:

Are things we have able to satisfy their needs?

What else we are missing????

What is our competitive advantage? Competitive disadvantage? ( compared to our competitors)

Focus Group: Potential Market Segment's related tasks

05/19/2013 - 05/31/2013

This is one of some key things we need to carry out in the Potential Market Segment Tasks list.

But I think it will make more sense if we gather information from secondary sources first, which will help us have the first idea what is going on?

Then based on these information, we can see what is missing? what else we need to know more about about target customers then we can have a focus group. Doing this step ( gathering information from secondary sources) will also help us build our questions for our Focus Group.

So I set up the starting point two week later. Let me know what you think chi Thu :)

Possible Additional task: Survey????

Marketing Strategy

06/01/2013 - 06/30/2013

Branding Strategy?
Positioning Strategy?
4 Ps:
Product strategy?
Pricing strategy?
Promotion strategy?
Place ( channels) strategy?
Sale strategy?