Promotion - Channel 5

Résumé du document

The new segment called 'Young and Mysterious', is a segment that presents great opportunities and potential customers for Chanel n°5. A research can help better define a message, that will appeal this segment and a medium will assure effective sales. This marketing analysis will be led, among other things, due to precise questionaries.

Extraits

[...] There was no shyness from the girls to engage in the topic. We were pleasantly surprised to find out that one of the girls uses Chanel perfumes, something that we did not expect, “but it was a gift”, she added. Which blew us of, as we could not exploit her as a source but her feedback was positive on the fragrance (Allure) What came up most of the time in the discussion was that Chanel is brand for “old” people, which drew back our attention on the effort that has to be put in to change (adapt) the image of the brand None of the participants seemed concerned about the price of the product, among all the different aspects of the product that were mentioned, the price was not an issue Focus Group Report Going away from the main questions of the plan that was set out, we came to the conclusion that it was possible to change the brand's image just like did Versace, Armani or just recently Yves St Laurent This more like a strategy for Chanel will assure the survival of the company is a competitive market as it is today Different ideas were thrown in as to how to change the image of Chanel only, such as choosing younger models and other suggestions were also made. [...]

[...] An effective focus group will allow us to draw certain conclusions and make suggestion for further amelioration. Focus Group Focus Group Report Setting: The focus group finally took place in a restaurant, a place the we considered neutral and suitable to increase the ease of participants Participants: There were 5 participants, who showed up, out of the 8 originally planned for girls, aging 19 to 23, schooling and from a comfortable social class. Moderator: Hassana Sans titre The discussion easily started, no need for ice breaker. [...]

[...] Chanel PROMOTION (2)-Numero_5_45t25157305 CHANEL # 5 Promotion - 1st December JEAN PAUL GOUDE ESTELLA WARREN The new segment named “Young and Mysterious” is a segment that represents great opportunities and potential customers for Chanel #5. A research can help better define a message that will appeal this segment and a medium that will assure effective sales. Research Question : Should Chanel-France marketers change the message conveyed in their advertisements in order to increase sales and broaden market? Problem and Research Question chanel_n5_23 post-315122-1138089754 VIDEO kidman03kidman02dfcvdress220050622-1-1CA3DL59Schan1104[-- Image: Chanel_5_low.wmv Are you living in France Are you 20-25 years old? Do you assume your femininity? Do you have a high buying power? [...]

[...] Do you have someone in mind? If not, does the person have to be famous? Would you see Chanel as it is perceived today if we were to use younger models and more vibrant colors? Do you have any suggestion? 1994 CAROLE BOUQUET Follow up questions Publicite_i Final Copy 8 Prelest and Revise 7 Obtain approval of all relevant parties 6 Evaluate the questionnaire and layout 10 Carry out survey 4 Questions were clear and consider the respondent's ability to answer the question 3 Close and open end questions 2 Survey 5 Questions coherence was checked 1 Objective : to find an effective medium Survey Questionnaire Design Which image do you prefer? [...]

[...]  Yes  No *We needed to know if the individuals we receptive or open to the message Would you have the same feelings if she was a brunette?  Yes  No *We considering changing the models, would a brunette be a good choice? Would you rather have a French model?  Yes  No *Does Chanel France need to customize its ads, will people be then, more receptive Does this image reflect the product it is made for?  Yes  No *What do people feel about the ad and does it reflect the product? Would you buy this product? [...]