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Market ResearchOlivia Llagostera, Maria Eugenia Errobidarte, Barbara van Stigt
Tuesday, 2 February 2010
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 L’oreal for makeup
Alkimia
Tuesday, 2 February 2010
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
Alkimia
Tuesday, 2 February 2010
TARGETDemographic:
• 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 films.
Tuesday, 2 February 2010
TARGETTechno graphics:
• Motivations: a women who is looking for a shop were she can find all the products sheneeds in one place - no time wasting.
Shopping Preferences:• Shopping Areas: Areas where they can usually find 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 Inglés.• Brand Loyalty: Yes• Store Loyalty: Yes
Tuesday, 2 February 2010
TARGETDemographic:
• 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
TARGETTechno graphics:
• Motivations: Looking for a shop, where they can find all products they need at an affordable price
Shopping Preferences:• Shopping Areas: Areas where they can usually find 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 Inglés• Brand Loyalty: To Some products such as hair shampoo.• Store Loyalty: No
Tuesday, 2 February 2010
SWOT AnalysisStrength
- Easy access to all product- Wide Target- Affordable- Persuasive- Extra Services
Weaknesses- Unknown concept- Spain a stable market with no inventions.- New Brand- People in Spain are very loyal to their brands and shops
Opportunities- Non existent in Spain- Many students in cities - Offer many services in 1 place
Threats- Pharmacies copying the concept- Easy to adapt for other companies- Legal problems due to the fact that it is unknown in Spain.
Tuesday, 2 February 2010
Competitors
Health:- Local Pharmacies- El Corte Ingles
Beauty:- El Corte Ingles - Supermarket- Cosmetic Stores such as Gala- Bodyshop- Sephora
Tuesday, 2 February 2010
Competitors
Tuesday, 2 February 2010
Competitors
Tuesday, 2 February 2010
Quantitative ResearchAge
15-18 19-21 22-25 26+
9.80%
43.90%31.70%
14.60%
Survey
Tuesday, 2 February 2010
Quantitative Research
78.00%
22.00%
Female Male
Gender
Survey
Tuesday, 2 February 2010
Quantitative Research
17.45%
22.20%
31.77%
28.58%
SupermarketEl Corte InglesSephoraCosmetic Shop
Where do you Buy Beauty Products?
Survey
Tuesday, 2 February 2010
Quantitative Research
56.10%43.90%
YesNo
Do you travel to buy Beauty products?
“Well, I can travel but not only for the purpose of buying products, then I do it in association with another errand “ Eva -29“Within, walking distance”
Hans - 22
“To where the product I want is available and cheapest” Ana - 20
Survey
Tuesday, 2 February 2010
Quantitative Research
7.30% 92.70%
No, I go to a specific oneYes, I use to the closest pharmacy to my house
Do you use your Local Pharmacy?
Survey
“It really depends where I am and the moment of need” Maria - 26
“I usually use the closest one to my house because range doesn’t vary” Laura - 23
Tuesday, 2 February 2010
Quantitative Research
9.80%2.40%
43.90%
31.70%
12.20%
Once a WeekTwice A WeekTwice A MonthOnce A MonthRarely
How Often Do you Buy Beauty Products?
Survey
Tuesday, 2 February 2010
Quantitative Research
24.40%39.00%
24.40%
7.30%
4.90%
0-20€ 21-50€51-75€ 76-100€101+ €
How Much Do You Spend on Beauty Products a Month?
Survey
Tuesday, 2 February 2010
Quantitative Research
24.40%
75.60%
Yes No
Do you always buy Beauty products at the same store?
Survey
“Not really, I can never find a beauty shop that offers all the products I need” Cristina - 36
Tuesday, 2 February 2010
Quantitative Research
92.70%
7.30%
YesNo
Would You Find a Store Selling, Beauty, Health and Pharmacy Products Convenient?
Survey
“Yes, it’s annoying how you have to go to different stores to find what you need” Cris - 25
“Not really, I like walking around when I do my shopping” Sophie 26
“Yes, as long as they offer cheap products and they are easy to find, I hate confused staff” Robert 19
Tuesday, 2 February 2010
Quantitative Research
53.70%
34.10%
12.20%
Yes, Walking DistanceYes, Distance is not importantNo
Would you travel to this store?
Survey
Tuesday, 2 February 2010
Interview
http://www.youtube.com/watch?v=vKb4B1xjklgTuesday, 2 February 2010
Qualitative ResearchWe wanted to find 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 find 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
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 find the right store selling a specific product”
- Romina
“I usually buy my products in El Corte Ingles, but the price is high and the service isn’t too good…”
- John
“I usually don’t 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 find 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 find it”
- Laura
Tuesday, 2 February 2010
Results
- Confusion in El Corte Ingles
- El Corte Ingles seen as “Expensive”
- People seem to be fed up with their shopping experience
- Disappointing Shop Experiences
Tuesday, 2 February 2010
CONCEPTS
Location PriceEasy of Finding Products /service
Instead of 1 location with huge range
1 main store in the centre --> Also focus on others throughout the city?
Instead of many different brands
Also concentrate of “own brand” Products - at a low price?
Service - Easy to find productsGood layout of store
Tuesday, 2 February 2010
CONCEPTS1. 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
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.
2. Create five sections:- Women Beauty (Skin Care, Hair Care, Make-Up)- Men (Skin Care, Hair Care)- General shower gel area- Pharmacy- Health
Tuesday, 2 February 2010
Quantitative ResearchSurvey
58%
42%
LocationPrice
People who answered
Price above Location
were mainly under the age of 30
Tuesday, 2 February 2010
Quantitative ResearchSurvey
14%
9%
35%
12%
16%
14%
BorneRavalEixampleSant GervasiGraciaOther
EixampleGracia Borne 1 main store in
Eixample might not be enough
to cover the big area of the
Eixample?
Tuesday, 2 February 2010
Positioning+ Location
- Location
- Pro
du
ct R
ang
e + Prod
uct R
ang
e
Sephora
El Corte Ingles
Supermarket
The Body Shop
Cosmetic ShopAlkimia
Tuesday, 2 February 2010
Positioning+ Price
- Price
- Lo
cati
on + Lo
cation
Sephora
El Corte Ingles
Supermarket
The Body Shop
Cosmetic Shop
Alkimia
Tuesday, 2 February 2010
Communication Plan
1. Opening Weeks-Sample Alikimia Package-Buy One Get One at Half Price- Flyers around the area of the store advising people about the launch
3. Website- Launched a few days before the store- Main concentration is the own line- Use your client account to buy products online and deliver them to your home.- All Beauty and Health products are available online.- Videos of the making process of the Alkimia products.- Blog with weekly updates on new products.- Competition on packaging /advertisement for a new product when won you receive a beauty arrangement with an affiliate beauty resort.- Online Catalogue
2. Client Account- Receive benefits such as discounts and special offers- Updates- Free delivery at home- When bought a certain amount receive a free product
Tuesday, 2 February 2010
Conclusion
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.
CONCEPTS:LOCATIONPRICE (Alkaina Products)
Tuesday, 2 February 2010
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