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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 Seminar & Training: Brand War Retail Consulting and Training
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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