Market research final bmo
- 1. Market Research Olivia Llagostera, Maria Eugenia Errobidarte, Barbara van Stigt Tuesday, 2 February 2010
- 2. Alkimia A store offering: - Pharmacy (general health such as antibiotics sold only on description and vaccines) - General Health (creams, plasters, diet products). Products for general health. - Beauty products ranging from: hair, skin, make up, as well as accessories such as hair bands, some basic earrings. - A small range of fresh products such as drinks, snacks and some vegetables - Offering good quality versus price products such as Loreal for makeup Tuesday, 2 February 2010
- 3. Alkimia This type of store is a common concept in Northern European countries such as Britain and the Netherlands. They are commonly referred to as: drugstore Tuesday, 2 February 2010
- 4. TARGET Demographic: Age: 25+ Gender: Female Income status: Middle income Occupation: Housewives and working women Psychographic: Personality: Cares about her personal aspect, likes looking good. Lifestyle: Has a busy lifestyle, looking after their children, their job. Interests: Fashion, gossip, magazines and 鍖lms. Tuesday, 2 February 2010
- 5. TARGET Techno graphics: Motivations: a women who is looking for a shop were she can 鍖nd all the products she needs in one place - no time wasting. Shopping Preferences: Shopping Areas: Areas where they can usually 鍖nd a mix of shops which adapts to their needs, in other words, street where they have a supermarket, a pharmacy and a cosmetic shop or multi brand stores. Example Stores: Caprabo, Sephora, El Corte Ingl辿s. Brand Loyalty: Yes Store Loyalty: Yes Tuesday, 2 February 2010
- 6. TARGET Demographic: Age: 17-24 Gender: Female and Male Income status: Low - Middle income Occupation: Students Psychographic: Personality: Active, enjoys being with friends, having drinks, going out at night Interests: Books, Cinema, Night clubs, Music Tuesday, 2 February 2010
- 7. TARGET Techno graphics: Motivations: Looking for a shop, where they can 鍖nd all products they need at an affordable price Shopping Preferences: Shopping Areas: Areas where they can usually 鍖nd a mix of shops which adapts to their needs, They would however, shop at any place which comes in andy at any time Example Stores: Caprabo, Dia, Mercadona, Sephora, Douglas, El Corte Ingl辿s Brand Loyalty: To Some products such as hair shampoo. Store Loyalty: No Tuesday, 2 February 2010
- 8. SWOT Analysis Strength Opportunities - Easy access to all - Non existent in Spain product - Many students in cities - Wide Target - Offer many services in 1 - Affordable place - Persuasive - Extra Services Weaknesses Threats - Unknown concept - Pharmacies copying the - Spain a stable market concept with no inventions. - Easy to adapt for other - New Brand companies - People in Spain are very - Legal problems due to the loyal to their brands and fact that it is unknown in shops Spain. Tuesday, 2 February 2010
- 9. Competitors Health: - Local Pharmacies - El Corte Ingles Beauty: - El Corte Ingles - Supermarket - Cosmetic Stores such as Gala - Bodyshop - Sephora Tuesday, 2 February 2010
- 10. Competitors Tuesday, 2 February 2010
- 11. Competitors Tuesday, 2 February 2010
- 12. Survey Quantitative Research Age 15-18 19-21 22-25 26+ 14.60% 9.80% 31.70% 43.90% Tuesday, 2 February 2010
- 13. Survey Quantitative Research Gender Female Male 22.00% 78.00% Tuesday, 2 February 2010
- 14. Survey Quantitative Research Where do you Buy Beauty Products? 22.20% Supermarket El Corte Ingles 17.45% Sephora 31.77% Cosmetic Shop 28.58% Tuesday, 2 February 2010
- 15. Survey Quantitative Research Do you travel to buy Beauty products? To where the product I want is available and cheapest Ana - 20 Yes 43.90% No 56.10% Well, I can travel but not only for the purpose of buying products, then I do it in association with Within, walking distance another errand Eva -29 Hans - 22 Tuesday, 2 February 2010
- 16. Survey Quantitative Research Do you use your Local Pharmacy? It really depends where I am and the moment of need Maria - 26 7.30% 92.70% I usually use the closest one to my house because range doesnt vary Laura - 23 No, I go to a speci鍖c one Yes, I use to the closest pharmacy to my house Tuesday, 2 February 2010
- 17. Survey Quantitative Research How Often Do you Buy Beauty Products? 2.40% 9.80% Once a Week Twice A Week 12.20% Twice A Month 43.90% Once A Month Rarely 31.70% Tuesday, 2 February 2010
- 18. Survey Quantitative Research How Much Do You Spend on Beauty Products a Month? 0-20 21-50 24.40% 39.00% 51-75 76-100 101+ 4.90% 7.30% 24.40% Tuesday, 2 February 2010
- 19. Survey Quantitative Research Do you always buy Beauty products at the same store? 24.40% Not really, I can never 鍖nd a beauty shop that offers all the products I need Cristina - 36 75.60% Yes No Tuesday, 2 February 2010
- 20. Survey Quantitative Research Would You Find a Store Selling, Beauty, Health and Pharmacy Products Convenient? Yes, its annoying how you have to go to different stores to 鍖nd what you need Cris - 25 Not really, I like Yes 92.70% walking around when I No do my shopping 7.30% Sophie 26 Yes, as long as they offer cheap products and they are easy to 鍖nd, I hate confused staff Robert 19 Tuesday, 2 February 2010
- 21. Survey Quantitative Research Would you travel to this store? Yes, Walking Distance 34.10% Yes, Distance is not important No 53.70% 12.20% Tuesday, 2 February 2010
- 22. Interview http://www.youtube.com/watch?v=vKb4B1xjklg Tuesday, 2 February 2010
- 23. Qualitative Research We wanted to 鍖nd out if: - People will be loyal to our store? - Spain is ready for this type of store? - Do Spanish people see the gap that we see? - Do they mind traveling to El Corte Ingles to 鍖nd an extensive range of beauty products? - Are they interested in buying all products in one place? - Do they know boots in the UK? - What do they think about boots? Tuesday, 2 February 2010
- 24. Focus Group It is a hassle to buy all your products in different stores Greg When buying make up and beauty products, it is confusing and annoying to have to travel around Barcelona to 鍖nd the right store selling a speci鍖c product - Romina I usually buy my products in El Corte Ingles, but the price is high and the service isnt too good - John I usually dont care where I buy my health products. I buy general things in Caprabo and medicines at the pharmacy just by my house - Marina I like Sephora since you have a large range of products and the service is nice. Although it is quite far since I live in Sarria I always 鍖nd what I need and it is worth going there - Caley My local Caprabo, never has the whole range of the shampoo brand I use (Elvive), I hate it and always have to go to different ones to 鍖nd it - Laura Tuesday, 2 February 2010
- 25. Results - People seem to be fed up with their shopping experience - Confusion in El Corte Ingles - El Corte Ingles seen as Expensive - Disappointing Shop Experiences Tuesday, 2 February 2010
- 26. CONCEPTS Location Price Easy of Finding Products /service Service - Easy to 鍖nd products Good layout of store Instead of many different brands Also concentrate of own brand Products - at a low price? Instead of 1 location with huge range 1 main store in the centre --> Also focus on others throughout the city? Tuesday, 2 February 2010
- 27. CONCEPTS 1. Concentrate on 1 location, but have a goal to open 5 other stores within 1 year in central areas in: - Eixample - Borne - Gracia - Sant Gervasi - Raval 2. Create 鍖ve sections: - Women Beauty (Skin Care, Hair Care, Make-Up) - Men (Skin Care, Hair Care) - General shower gel area - Pharmacy - Health 3. Offer a wide range of own brand products: - Hair products (1-7) - Make Up (3-15) - Skin Care products (1-7) - Basic health care such as plasters and aspirine. - Vitamins and herbs. Tuesday, 2 February 2010
- 28. Survey Quantitative Research Location Price People who 42% answered Price above 58% Location were mainly under the age of 30 Tuesday, 2 February 2010
- 29. Survey Quantitative Research Borne Raval Eixample 14% 14% Sant Gervasi Eixample Gracia Other Gracia 16% 9% Borne 1 main store in 12% 35% Eixample might not be enough to cover the big area of the Eixample? Tuesday, 2 February 2010
- 30. Positioning + Location Supermarket Alkimia Cosmetic Shop El Corte Ingles - Product Range + Product Range Sephora The Body Shop - Location Tuesday, 2 February 2010
- 31. Positioning + Price Cosmetic Shop El Corte Ingles The Body Shop - Location + Location Sephora Supermarket Alkimia - Price Tuesday, 2 February 2010
- 32. Communication Plan 1. Opening Weeks 3. Website -Sample Alikimia Package - Launched a few days before the store -Buy One Get One at Half Price - Main concentration is the own line - Flyers around the area of the store advising - Use your client account to buy products people about the launch online and deliver them to your home. - All Beauty and Health products are available online. 2. Client Account - Videos of the making process of the Alkimia - Receive bene鍖ts such as discounts and products. special offers - Blog with weekly updates on new products. - Updates - Competition on packaging /advertisement for - Free delivery at home a new product when won you receive a beauty - When bought a certain amount receive a arrangement with an af鍖liate beauty resort. free product - Online Catalogue Tuesday, 2 February 2010
- 33. Conclusion CONCEPTS: LOCATION PRICE (Alkaina Products) Our goal is create a convenient store for all health related products. -After the survey we found out that it was important to concentrate on other areas of Barcelona. - We will have 1 main store in the centre of Barcelona (Eixample) and open 5 other stores in important neighborhoods within 1 year. - Apart from location, we also realized price is important, since young people are really moved by this factor. - By introducing our own line we can offer low price, high quality products. - We decided to also create an e-shop, this will help us cover the whole of Barcelona and make the experience more convenient. Tuesday, 2 February 2010