Updated Survey Questions EOC week 3

1. How many bottles of perfume do you own?

2. What income bracket do you identify with?

            (0-25,000)     (26,000-42,000)      (43,000-58,000)     (59,000-75,000)     (76,000+)

3. Which outdoor sport do you prefer?

(Beach and water sports)  (Hunting, camping and fishing)  (Pool and backyard activities)  (None)

 

4.  Do you wear perfume because?

  A. it makes you feel sexy
  B. it covers up body odors
  C. it helps attract the opposite sex
   D. you enjoy the fragrance

 5.  What perfume or cologne do you currently wear?

6.  Why do you like that perfume?    

                    

 7. How often do you apply fragrance? a.) once in the morning
b.) 2x daily
c.)morning & night
d.) only night 

 8. D you prefer a scent reminiscent of:
a.)true love
b.)summer
c.)home
d.)faraway lands

   

 9. Which clothing store would we be most likely to see you in?

  10. If you were offered a free designer brand perfume, which would you choose?

 

25th Anniversary of 9-5 EOC Week 3

After watching the documentary on the 25^th anniversary of the making of the movie 9-5 I believe that both exploratory and descriptive market research was done prior to the making of the movie. In the case of exploratory research it was used in helping to identify a market opportunity. “Exploratory research is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action. In this sense, it is not an end unto itself.” The opportunity was that secretaries were fed up with their bosses and daydreamed about killing them. This statement alone we know is not conclusive evidence.  

Now in the case of the descriptive research that was done it was to have painted a picture and identify actions and portray people into fictional characters. “Marketing managers frequently need to determine who purchases a product, portray the size of the market, and identify competitors' actions, and so on. Descriptive research addresses who, what, when, where, why, and how questions”.  I feel the movie did a delightful job of doing just that, “painting a picture of what it would look like if the secretaries in an office got together and killed their boss.  

           

After gathering the information, researchers used manipulation in a way that altered the research done and varied the specific increments or in this case the stories that were told about bosses to create a fictional situation that was impart true but embellished with fiction.  Although I can see the humor of the situation their actions would not have been ethical even in spite of the sexual harassment that the boss use in order to control and manipulate them. Sounds like in real life they would have had a good case for a class action lawsuit.   

 

New Product Aftermidterm (Original Post)

The Fragrance and What it is used for:

          This fragrance will have a tropical feel to it, comprised of, but not limited to, botanicals that would include: tuber rose, orange blossom, blue carnation, and vanilla with a slight hint of lime. I would also like to add caffeine in as a slight energy boost when spray on the skin.  Created and designed to be a summer fragrance.  It will only be sold in a convenient purse or beach bag size atomizer under the Bare Wear label. 
       The purpose of this fragrance is to cover-up the smell that you get when you have gone in the water either at a pool or when you swim in the ocean or a lake. People can be very self-conscience about their smell especially if they are on a date or meeting friends. A few spritzes of this fragrance will not only make them feel refreshed but give them a sense of confidence no matter what they will be doing after their outdoor activity.   

Customer Demographic and Psychographics: Segmented Population Target    

         The following demographic and psychographic profiles have been divided up into three sub-categories for better clarification as to the target markets that will be most beneficial to reaching the desired results. This research has been provided by Experian Marketing Services in conjunction with Simmons Consumer Research for the focus of this study. My first Tipping Point Segmentation of the population are the: Connectors, Mavens, Salespeople and Innovators.  While all four of the segmented populations would qualify as excellent resources of this fragrance, the two that would be best would be Mavens and Innovators. “Mavens are more recognized by their peers as reliable information sources who give the facts and Innovators are those people that are in at the birth of a new trend or idea and have a tendency to embrace things that can set them apart from their peers.” The Maven and Innovatory would be able to embrace the new high end statement that is facilitated by the wearing of a fashionable specialty fragrance  as well as influence their friend to see the benefits of the high end fragrance for their friend’s as well (Tipping Point Segmentation System, 2015). The next category is the Simmons Retail Shopper Segmentation System, this is broken down into six categories which include: Just the Essentials, Status Strivers, Mall Maniacs, Upscale Clicks and Bricks, Virtual Shoppers, and Original Traditionalists.   This demographic populace was chosen to tap into a higher disposable income while still addressing the image conscience individual.  The top pick for this category are the Status Strivers. “Status Strivers are motivated to maintain not only their image but their projected image which would fall under the type of fragrance used.  Shopping is fun to them, a recreational activity. These men and women buy things because they can image is everything to them”, (Simmons Retail Shopper Segmentation System, 2015). Finally looking at Economic Outlook Segmentation System to get a better understanding of households spending habits and viewpoints about the economy. There are five different subcultures which include: Confident Spenders, Fiscally Fit, Financial Nesters, Financial Challenges, and Economically Indifferent.  The segment of the population that would be targeted in this category would be Confident Spenders.  People that have a “confident attitude about the economy and their situation. They are usually more inclined to make those high end impulse purchases. Generally those are the people that are always buying the next new car and they are very conscience about their image”, (Economic Outlook Segmentation System, 2015).

Marketing Plan

     To kick off the marketing plan I would like to include this in the swag bag that is given out at the “Black Women of Hollywood Awards” in February.  This would be an excellent way to target the affluent women of Hollywood and get some positive press while releasing the product to the public the same week.  Just before spring break in California.

      When in the stores this will be an impulse purchase so all displays will be counter top displays next to the register in stores like, Pac Sun, Everything but the Water and other surf and beach wear stores along the coast and at tropical destinations such as Hawaii and the Caribbean.  The key will be to educate retailers and sales people as to the purpose and uses of this fragrance.  To date there is nothing in the market place designed for women that are active to cover-up body odor in a fragrance form other than deodorant which washes off when you go in the water.  My slogan: “Just because I play like a man doesn’t mean I want to smell like one.” This slogan would be accompanied by a woman carrying a surf board coming out of the ocean.  These ads would be in women’s fitness magazines, Facebook and a campaign would be run as commercials on the weather channel. 

         A survey will need to be done to determine the exact fragrance offered and the price point for the fragrance.  Some of those questions can be found in “Survey Questions” which is the next blog. Two very important questions on the survey will be: “What fragrance are you currently using and how long does it last?” and “On a scale from 1 to 10, 10 being very important, how important is it for you to smell good after your outdoor activities?”
 

Market Survey Questions EOC Week 2

Exploration of Perfume Market Demographics

1. What sexual orientation do you identify with?

2. What is your ethnic background?

3. What is your age?

4. What is your income bracket per year?

                (0-25,000)     (26,000-42,000)      (43,000-58,000)     (59,000-75,000)     (76,000+)

5. Which outdoor sport do you prefer?

                (Beach and water sports)  (Hunting, camping and fishing)  (Pool and backyard activities)  (None)

6. Do you wear perfume or cologne?

7. How often do you wear perfume or cologne?

8. Do you wear perfume because?

                A. it makes you feel sexy

                B. it covers up body odors

                C. it helps attract the opposite sex

                D. you enjoy the fragrance

9. What perfume or cologne do you currently wear?

10. Why do you like that perfume?

What I am Expecting from this Class EOC Week 1

In this class we covered the differences between basic and applied market research, for instance, “basic marketing research is conducted without a specific decision in mind, and it usually does not address the needs of a specific organization.”(Zikmund & Babin, 2010). Now, applied market research “is conducted to address a specific marketing decision for a specific firm or organization and used to decide how to best create knowledge leading to better-designed products for particular market segments” (Zikmund & Babin, 2010).  We gained a better understanding of how marketing research changes when a company is engaged in marketing for the right reasons and how that can affect the outcome for a market segment. Another words we talked about the different reasons why marketing research is either done or not done and the different uses for that information once it is obtained.

I love the examples that were used, two companies, the first, Mc Donald’s and how they are creating a healthier imagine by using range free chickens and the second, Phillip Morris campaign, “Don’t Be a Maybe”.  After reviewing some of the ads and doing some research of my own it is clear to me that Phillip Morris may have targeted a younger demographic.  Mainly because they are killing off the older people that have been smoking for years and this is the only way they can continue to stay in business, but that is only my opinion. On March 13, 2014 Time magazine was reported as saying, “Marlboro denied the ad campaign directly targets minors. “Our Marlboro campaign, like all of our marketing and advertising, is aimed exclusively at adult smokers and is conducted in compliance with local regulations and internal marketing policies,” “Allegations to the contrary are unfounded and based on a subjective interpretation.” (Stampler, 2014) "MAYBE"….. Phillip Morris hired a company that didn’t know how to do target demographics. I am just being subjective. Just another reason why it is important to understand who your audience really is. 

In summary, I am looking forward to honing in on my marketing skills and learning more about the research processes involved in marketing to specific segments of particular demographics.  

 

Survey Reasearch EOC Week 2

The US Market for Bath and Shower Products survey report reflects the 2005 market and its projection for the following tend over the next ten years to boost the sales of bath products and shower gels over bar soaps. The report methodology includes both primary meaning exploratory and secondary being descriptive research. “The report uses data from IRI, which tracks sales through retail channels (F/D/M, food stores, drug stores and mass-merchandisers). The mass-market sales figures discussed are estimated sales through different retail channels other than Wal-Mart. Based on half-yearly data for 2005, full year 2005 is estimated and projections up to 2010 have been made” (Netscribes, 2005).

The exploratory research was used to survey a sample of 24,136 U.S. adults, who represent a statistically accurate cross-section of the U.S. adult population. The consumer survey includes consumer attitudes towards different categories, brand preference and the frequency of purchase. The survey has been used to derive detailed demographic profiles of consumers using a particular product. This “exploratory research is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. Exploratory research is not intended to provide conclusive evidence from which to determine a particular course of action” (Zikmundt & Babin,2010).

Then using “descriptive research, as the name implies, describes characteristics of objects, people, groups, organizations, or environments………” the research company “tries to paint a picture” of a given situation” (Zikmundt & Babin,2010).  That descriptive research addressed who, what, when, where, why, and how questions and the information that was gather in the research survey was then applied to the descriptive analysis to project the transformation or creation of new product from existing products that were being sold.

This survey did not include any casual studies.  I am sure it is because of the time line that was laid out in order to complete the study.  There was not enough time to complete one.