Amr group presentation - 2014

The AMR Group

An Introduction

2014

The Group

The AMR Group helps brands bloom in

Vietnam through

… lean, focused & reliable marketing

research from

… marketing & brand strategy with

The AMR Group is an expert in Vietnam and its markets.

The team is local but with international training and

experience, operating to global standards.

VINAMR provides world class marketing research

through …

Deep understanding of the brief

International Quality Field

Professional data handling & decision-orientated analysis

Action focused recommendation

AMR uses insights from VINAMR to deliver effective …

Marketing & Branding Consulting (Identify knowledge gaps &

capability gaps with Campfire) (Petal KK – Roger)

Seminar & Training: Brand War (MM – Shyamal)

Retail Consulting and Training (MLW) – Mark)

The Structure

Lean, Focused and Reliable research

Deep understanding of the brief

Research is a waste of money unless it is

focused and relevant to the business. 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 do not force your needs to our solutions.

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

• Conjoint (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

Top team reviews every study to ensure

data quality and that the recommendations

are robust.

The advisors have held senior Positions in

Fortune 500 Companies.

Actionable analysis & reporting

Analysis & Reporting …

IN-DEPTH

INTERVIEW

FOCUS GROUP

DISCUSSION ETHNOGRAPHIC

Concept testing

Ad Effectiveness Brand Positioning

Product Advertising

Our Qualitative Strengths …

Our Quantitative Approaches …

Some standard statistical tools used are:

• Conjoint Analysis

• Brand-Price Trade-Off Analysis

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

• Tukey Analysis

• Strengths & Weaknesses Analysis

Our Properties tools …

• Marketer (U&A +)

• Concepter (Product & Ad)

• Conveyer (Advertising Development)

• Add+Impact (Franchise)

• Pricer (BPTO, PSM)

• Product Test (CLT / Car clinic)

• Home Placement (Product Test)

• Sensory (Franchise)

• Tracker (Tracking Study & Omnibus)

• Valuer (Brand Value Evaluator)

• Trader (Distribution Study)

Our sampling frames are the best in Vietnam:

Telephone (the telephone directory covers all households in 63 provinces

of Vietnam, including rural area) [n=7,481,048]

Households (the detail, exhaustive and updated list of all households in

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

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

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

Doctors (the complete list of doctors, their hospital, specialty and their

telephone numbers)

Vehicle owners (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 have our own field offices and our own

supervisors.

Our main office is in HCMC, with supporting offices in Hanoi,

Haiphong, Danang, and Cantho.

Interviewers are very important to the quality of

project as they are collecting first hand information

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 network extends to all 63 cities/provinces,

including rural area

International Quality Fieldwork

Everything depends on the reliability of the data.

Our quality control includes:

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 well-trained and experienced Data

Processing team follows the strictest

requirements.

Our DP quality control includes:

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 …

Experienced

with

conducting

qualitative &

quantitative

research

projects in …

Experience & Capability …

Our Family Composition ...

50

(5) (4)

(22) (7) (12)

Main office in HCMC,

Supporting offices in HN, HP, DN, CT.

Network in 63 cities/provinces

Uses n=1,000+ part-timers

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

Nguyen Hoang

Long

Research

Manager

Clients ...

Since September 2010

Advertising Agencies ...

Since September 2010

We provide services from ...

Where are we ...

HCMC

Haiphong Danang Cantho

Hanoi

Hanoi office Add: #01 Level 2, The King Do Building,

93 Lo Duc Street, Hai Ba Trung District,

Hanoi

Tel: +844-3-972-8491

Fax: +844-3-972-8493

E-mail: [email protected]

HCMC office 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: [email protected]

Danang office Add: 170 Hoang Dieu, Hai

Chau District, Danang

Cantho office Add: 22, Road No 16, An

Khanh Ward, Ninh Kieu

District, Cantho

Haiphong office 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

Map to AMR Group Office

AMR Group

G09-21 (Block G, Level 09, unit 21)

The Manor Officetel,

91 Nguyen Huu Canh Street,

Ward 22, Binh Thanh Dist., HCMC

Phone: +848-6258-6379