Date published: 25 June 2024

Client

Ecobambi

By Phat Le

Content Writer

Marketing Intelligence

This course is all about learning how to use market research to make smarter business decisions. From figuring out the right questions to ask, to collecting and analyzing real-world data, and turning that into clear insights, this course takes you through every step of the research process. You'll explore different tools and techniques like surveys, experiments, and sampling methods, and apply them to solve actual marketing problems. Whether it's testing a new product idea or understanding what drives customer choices, you’ll gain hands-on skills that help businesses make informed, data-driven moves.

Executive Summary

Industry

Sustainable Children's Apparel

My role

Managed end-to-end market research (795 surveys & 30 interviews), developed the digital marketing plan, and handled KOL/KOC screening.

Context

Despite high supermarket traffic and positive Shopee reviews, Ecobambi struggled with low brand recognition. The challenge: increase brand recall and promote their eco-friendly values on a tight budget.

KPIs

Achieve 145,000+ total unique reach and 500,000+ video views across Meta & TikTok, while maintaining a high Engagement Rate (10% - 15%) within a highly constrained budget of 89.5M VND.

Job to be done

Propose a brand identity revamp and a short-term, cost-effective digital strategy to boost brand recall.

Client project part B

Task allocation

Market Research

Designed the end-to-end research framework and sampling plan, executing mixed-method research (795 surveys & 30 in-depth interviews) to define the target market.

Brand Repositioning

Led the data-driven strategy to shift the client's brand perception from a traditional "cute fashion" label to a purpose-driven, sustainable kidwear brand.

Digital & Influencer Planning

Developed the short-term digital marketing proposal and managed KOL/KOC screening to effectively execute the repositioning strategy.

Learning outcomes

Qualitative & Quantitative Data Analysis

Data-Driven Brand Repositioning

Ommnichannel Campaign Planning

Influencers & KOC Strategy

Consumer Insight & Psychology

"The winner takes it all"

I was particularly impressed by how your team thoroughly understood our business problem and clearly identified the gap between our current offerings and what our customers actually expect. Your market research plan didn't just collect data, it pinpointed the core elements our customers value, and that insight seamlessly connected to your proposed six-month marketing strategy. What stood out even more was how your team crafted a strategic, actionable plan that considered our limitations as an SME, especially our tight marketing budget. You delivered a relevant, well-timed approach that aligned with our long-term business goals. Among six other groups who also had strong and innovative ideas, your team’s ability to link insights to practical execution was the reason we selected you as the winning team.

Truc Mai - Founder of ECOBAMBI

My lecture, client, and teammates

This course taught me how to listen to the market before speaking to it - blending research, strategy, and empathy to uncover what people truly need. It gave me the tools to turn uncertainty into insight, and insight into action.