Li Wei. Strus is interested in developing a new style of a big dress, which will attract young single men who are often visible to the store. The marketing team determined that the man who purchased Li Wei Niu lichen can be divided into five categories.
l Utility Customer: Wear jeans when working and playing, is a loyal follower of Li Wei brand;
l Customers who follow the trend: high advocate fashion;
l Toy is suitable for the goods: buy things according to the price in department stores and discount stores;
l With the big flow: more than 45 years old, the wife is accompanied by the department store in department store;
l Traditional independent autonomous: there is a home purchase person, in the store, buy "suitable" his clothes (the purpose of buying clothes).
The mission of the marketing team is to determine:
1. Whether new products should be named by Li Wei;
2. Can this product successfully sold through Li Wei's existing sales channels;
How does the team answered these questions and generate a preference for the concentrated investigation of "traditional independent autonomous"? Which regular market surveys should be conducted in order to make a decision on whether to targeting this market segment? If Li Wei decided to target the "traditional independent autonomous", what will it face?
First, the product name, according to the characteristics of the product, it is a high-grade dress type, and the denim apparel is worth incomprehensible; therefore, if the customer who is kept in mind, if the customer is kept in mind, if you launch a big dress, you should use it. A more serious and wise name, and should not follow the name of the denim;
In addition, the use of existing sales channels, because the customer of Li Wei is a professional single man specially visited the store; therefore, the existing marketing channel (store) can continue to use;
The plan to investigate the "traditional independent autonomous" preference can be based on the following steps:
1. First, it is determined whether you can collect information from the home source and other non-traditional channels (or methods) (such as the statistics of traditional independent autonomy, or through the Internet service company Investigation, the information needs to be observed for competitors);
2. Determine the purpose and effects of investigations to achieve, and what you need to understand;
a) The goal is to understand the "traditional independent self-owned people" in the "traditional independent self-owner" market for consumers and whether marketing should try to target this segment;
b) Question:
i. This new product service This segment is the biggest advantage and the reason for determining customer decision;
II. The size of the market and the market share of the forecast;
III. The various features of the product on the impact of consumer purchase decisions;
IV. Product launch of the sales and marketing of other products of the company;
v. What is the impact of the company's corporate image?
3. Determine the investigation plan that will be implemented (information collection phase)
a) Source of information: It has been discussed in the first point;
b) Research methods: We will choose the following way:
i. Observe the competitors (existing segment servers), understand the needs of the market and the extent of satisfaction, and the advantages of competitors / disadvantages, the opportunities we can get and the threats and problems may face; II The investigation method, the reaction of the target market is carried out through network, telephone, intercepting access, and mailing questionnaires;
c) Research Tools: Mainly use the questionnaire as an information collection tool;
4. The collected data is organized;
5. Analyze the survey results and provide analysis reports;
If the company decides to launch a big dress, it will face the following challenges:
1. How is the market acceptance, how to let the market accept successfully;
2. Competitor's blow and action;
3. The impact and impact on the business unit of the company;
