Introduction
Axe Caribbean has been available on the market for the last three months. The first elements from a secondary data that was referenced by our marketing department via our MIS (Marketing Information System), intranet, accounting and financial information and various reports indicate that the launch of the product - Axis Caribbean has yielded satisfactory results.
However, we wish to perform an analysis and compare our internal data with external information in order to refine our strategy. We want to have qualitative feedback form our consumers of this new product and look at the returns via a quantitative study panel.
These new sources of information will allow us to make strategic decisions about the deodorant and the whole future range of Axe Caribbean.
1. Questions related to management:
The Axe Caribbean deodorant has been available via the usual distribution network for the last three months:
Does the product Axe Caribbean attracts potential customers as well as those who are already fans of the Axe deodorant?
How accurate were the predictions of the needs and expectations of consumers and their buying behavior in the company's previous studies?
Does the product meet the expectations and the needs of the products that were identified beforehand?
Should the range be expanded and include a shower gel to the other Axe Caribbean?
2. The Purposes of the study are:
The main objective of the study is to accumulate feedback on our new product, the Axe Caribbean, three months after its launch on the market.
This study will qualitatively and quantitatively assess the launch of the deodorant, Axe Caribbean. This is done to see how the company can better meet the needs of the consumers based on the reactions of the consumers. The company aims to improve their knowledge of the consumer and better understand their expectations, needs and desires.
Tags: Axe Caribbean launch, study and analysis of launch, market research post launch
[...] These new sources of information will allow us to make strategic decisions about the deodorant and the whole future range of Axe Caribbean Questions related to management: The Axe Caribbean deodorant has been available via the usual distribution network for the last three months: ♣ Does the product Axe Caribbean attracts potential customers as well as those who are already fans of the Axe deodorant? ♣ How accurate were the predictions of the needs and expectations of consumers and their buying behavior in the company's previous studies? ♣ Does the product meet the expectations and the needs of the products that were identified beforehand? ♣ Should the range be expanded and include a shower gel to the other Axe Caribbean? 2. [...]
[...] The panel will produce results that are reflective of the reality of market consumption with only a small margin of error. With our service we have defined an optimal duration of five months to perform this test on the panel. The main advantages of ‘Scanelle' for this Axe study are: • For 5 months the company will be able to test in real situations and see the performance of the new Axe Caribbean deodorant (evolution and change in sales volume). [...]
[...] This service includes: • The complete study panel • The analysis of information • Writing statistics • Writing explanations and conclusions Summary Table Deadlines Costs Conclusion Today, Axe tries to use all the methods and processes possible to optimize its marketing and product launches. This deodorant marks a strategic shift to develop a range of products and study the extent to which Axe Caribbean worked. The statistical results and reports that the company sent in six weeks will dictate the production launch of five Caribbean Axis products. [...]
[...] The company will also abandon the move to expand the range Axe Caribbean. Only the realization of these two studies - the qualitative and quantitative, can provide a sufficient level of knowledge of the market, competitors and consumer behavior. The company considers the expense of the study to be a real investment. These studies are very costly but they also guarantee credible data and thus contribute in reducing risks. This is also the way to be intelligent in a world of competition and strategies. [...]
[...] • Know the sales volume by through supermarkets and sites (e.g. these are better when the prices are high on the gondola). • Knowing the sales volumes of our direct competitors based on the same sample. Contained sophisticated statistical methods are being used; it is the responsibility of the TNS to send us information via encrypted consumer records after they study each aspect (which amount to about a dozen) along with the explanations and general conclusions Budgeting and deadlines ¬ Axe has decided to conduct this qualitative study through their own marketing department in order to reduce costs. [...]
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