Jeffrey Lim Yang Jinn – 5982157
Joel Isaac Daniel – 5983101
Darren Ong Kenn Chong – 5990300
Tracy Batu@Batok – 5949816
Lee Jin Yang – 5949610
1) Neutrogena is a manufacturer of personal care products for young adults. The company would like to extend its facial cleansers product line. Design a qualitative and a quantitative research design for the company focused on this objective.
Neutorgena is currently at the maturity stage and it is on its way to the decline stage. The company however are interested to extend its product line. A possible product which Neutrogena could introduce into the market is an eyebag treatment product. To discover if such a product would sell in the market to help Neutrogena extend its product line successfully.
We will be conducting a qualitative and quantitative research to determine if it could possibly be successful. Our target for the surveys would be the young adults which consist of students and working adults, roughly around the age of 18-30. The reason why we focus on young adults is because that age group is more likely to suffer from having eyebags due to their hectic schedule. Our research design is as follows:
Problem Statement: Are consumers willing to buy a product which can remove eyebags?
Research objective: To come out with a certain form of eyebag remover and at what price range would they like it to be?
Qualitative: 1) Do you have eyebags?
2) If yes, how do you treat your eyebag?
3) Would you be willing to try our new eyebag treatment product?
4) In what form would you like the product to be in? Gel, clay, powder…
5) At what price range would you consider purchasing?
Quantitative: 1) On a scale of 1-5, how bad are your eyebags?
2) Do you have friends with eyebags? If yes, how many?
3) On a scale of 1-5, how likely are you to purchase?
2) Which methods of survey would you adopt to investigate the attitudes of a group regarding the shopping experience in Japanese department stores such as Isetan, Sogo and Mitsukoshi?
Our group has opted to use the observation method. This is because it’ll allow us to observe the shoppers body language, tone and engagement while they’re each having their own personal shopping experience. This method will show us their true experience because it won’t be filtered as it happens in real time and any satisfaction or dissatisfaction will be clearly for us to see. We also opted to have conduct a questionnaire consisting of open-ended questions. This questionnaire will be able to provide us with answers of how they personally feel about the products, price and the service they receive in those stores as this may not be observable. Besides that, we will also be able to receive feedback on what can be done to improve their experience at the stores.
3) Nestle conducted extensive and accurate market research before deciding to put Nespresso in production. Using web sources, press articles, and the corporate website, outline your background research and provide the reason for the success of the famous espresso brand, which featured George Clooney and Matt Damon in a testimonial and has become a veritable case of successful marketing.
Nespresso had partnered together with YouTube and Google to launch an advertisement which featured celebrities George Clooney and Matt Damon (Little Black Book 2018). It is evident that George Clooney and Matt Damon’s presence in the ad helped raise awareness as the video has 50 million views on YouTube. Celebrity endorsers do play a positive role on the perception of consumers and product quality. Both George Clooney and Matt Damon not only helped raise product awareness, it contributed significantly to an increase in brand awareness. All this contributed to an increase in the sales of Nespresso.
Reference list:
Little Black Book 2018, ‘George Clooney and Natalie Dormer Star for Nespresso’, Little
Black Book, 3 November 2013, accessed on 14/4/2019, <
https://lbbonline.com/news/george-clooney-matt-damon-star-for-nespresso/ >
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