Market-Research-Proposal.edited (2).docx - 1 Market...

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1 Market Research Proposal Hein Htet Zaw (C3333492) Marketing Research (MKTG 2010)
2 Contents Purpose of the Proposed Research Project ................................................................................................................ 3 Problem description ................................................................................................................................................ 3 Research questions ................................................................................................................................................. 4 Variables .................................................................................................................................................................. 4 Research objectives ................................................................................................................................................. 4 Type of Study .............................................................................................................................................................. 5 Type of data involved .............................................................................................................................................. 5 Type of research design ........................................................................................................................................... 5 Target Population .................................................................................................................................................... 5 Sample Design and Data Collection Method .............................................................................................................. 6 Sampling technique ................................................................................................................................................. 6 Data collection method ........................................................................................................................................... 6 Research Instrument .................................................................................................................................................. 7 Potential Managerial Benefits .................................................................................................................................. 10 Information value .................................................................................................................................................. 10 The limitations of the study ................................................................................................................................... 10 Ethical challenges .................................................................................................................................................. 10 Proposed Cost for the Total Project and Project Timeline ....................................................................................... 11 Proposed costs ...................................................................................................................................................... 11 Timeline ................................................................................................................................................................ 11 References ................................................................................................................................................................ 12
3 Purpose of the Proposed Research Project Problem description Chanel is a luxury brand known for men’s and women’s clothing, fragrances, and jewelry. It is known for luxury couture, such as the ‘little blacked dress’ and fragrances such as Chanel No.5. The company has been in existence for decades. Chanel also manufactures jewelry and watches and has a license with Luxottica for eyewear. The company's founder Gabrielle Coco started the brand's first boutique in 1913 and was mainly known for its simplicity (Chanel, 2020). After the founder died in 1971, the brand's style stalled for several years until Karl Lagerfeld became in charge. He revived the brand by appealing to a younger market. Since then, the brand has grown, and presently, it has over 120 brands all over the world. The company is managed by the family of Alain Wertheimer, who is also the chairman. Through this leadership, the company currently owns the swimwear and lingerie brand Eres. Chanel also owns seven ateliers via Paraffection (Chanel, 2020). The company has a rich history of using celebrities when promoting their products. Past marketing campaigns have involved celebrities such as Keira Knightly, Pharrell Williams, Marilyn Monroe, and Brad Pitt. The most successful marketing campaign organized by the company involved Nicole Kidman, and it resulted in a 30% increase in international perfume sales. However, over recent years, the company has witnessed a reduction in its share of the fragrance market. Consequently, the brand introduced a female fragrance known as 'Midnight,' which targeted younger consumers. Like before, the company will use a celebrity to market the new product with the hope that the campaign will attain success like previous marketing campaigns that involved different celebrities. However, the main problem is who they should feature in the marketing campaign between Blake Lively or Kendall Jenner. The selection criterion is based on who between the two celebrities would have the most significant impact on the attitudes of consumers and the subsequent purchase intentions.
4 Research questions Thus, in light of the outlined problem, the proposed research will seek to address the following questions: i. Who, between Blake Lively and Kendall Jenner, has the most significant impact on the consumers’ attitude toward Midnight? ii. Who, between Blake Lively and Kendall Jenner, will influence the purchase decisions of consumers if she is part of the marketing campaign?

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