Question

Topic: Customer Behavior

How To Launch New Jewelry Brand By Opening Direct-owned Store?

Posted by Anonymous on 3/31/2004 at 9:37 AM ET 40 Points
Now I am trying to launch a new brand for jewelry to high-level segment. I try to get more information to formulate marketing strategy and brand image.

But before we open our own store for new brand how can I conduct this research. Because we do not sell product via other channels, other stores, etc. We are positioning new brand/product to new segment we never face before.

What I want to say is that we plan to open our big jewelry store to launch new brand to new customers. How can I creatively do research to get what I need to know for marketing strategy and tactics.

I know it's not easy question but still expect valuable inputs from all of you gratefully.
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RESPONSES

  • Posted by jcmedinave on 3/31/2004 at 12:13 PM Accepted
    Hello,

    Research questions:

    1. Product: Perception, Value, Comparative with other Jewels, Design, Innovation, Cost, attraction. would they by your product? The objective: To sense the product and the future purchase, evaluate and determine the competence.

    2. Customer: Profile, Decision maker, habits, amount of buys, frequency, places where they use to buy, tastes and products preferences. The objective: To determine and get knowledge of the customer prospects. Who buy? (women, men), Who pay?, Who decide?

    3. Company / Seller: Is Your Company well known? Does It inspires confidence? Which are the key Attributes to change the suppliers or to maintain them? The objective: To determine de confidence and attractiveness of your brand / Company.

    4. Store: where did they use to buy and why? What do they think about your place? Key attributes of a good place: parking, space, light, color, safety, environment, special services. The Objective: To sense your place.

    5. Service Representatives: What kind of Service Representatives will they prefer? men or women, kind and type of help, key characteristics: warmth, friendly, reliability, maturity, attitude. The objective: To find the appropriate Representative profile for the focus group.

    6. Advertising: what kind of magazines the customer read, TV programs, type of music, use of the free time. Did they like the Direct mail?, what kind of web pages they usually visit?, Are they attracted by the credits cards? Brand preferences. The objective: To determine the best way to contact them.

    Bye,

    Juan Carlos
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