Transcript BM 0019 Principles Of Marketing Marketing Research Project

BM 0019
Principles Of Marketing
Marketing Research
Project
Presented to: Mr Simon Leong
Presented By: Cheong Jia Ni
Koo Yee Shan
Lim Pei Shan
Wang Ying Ying
Coverage
•
•
•
•
•
•
•
•
Introduction
Background of Jean Yip
Marketing Philosophies
Marketing Mix
Research Methodology
Findings and Analysis
Conclusion
Recommendations
Introduction
Objectives
• find out who the primary customers are
• Factors that motivate customers to use
the services provided
• Find out the degree of satisfaction
• Reasons for dissatisfaction
Background
• first shop was opened in Katong Plaza
• caters to busy Singaporeans
• 30 outlets in Singapore
•Approximately 200 staff
•Nominated for Entrepreneur of the year
in 1999
•Mission: beautify the world with beautiful
people
•Slogan: beauty begins with Jean Yip
Marketing Philosophies
• Marketing concept is adopted
• achieve organizational goal by focusing on the
needs and wants of target market
• Consultants help to analyze customer’s
problems and design a program tailored for
them
• delivers desired satisfaction better than
competitors
• provides different facial treatments to suit
customers’ skin type
Marketing Mix
Product
• Hair care
• Body care
• Facial Products
• Slimming Products
Price
• adopts the product
bundle pricing
strategy
Marketing Mix
Promotion
• Engaged Jacelyn Tay as
their spokes person
• Advertisements
• First time customers are
entitled to a 10% discount
• Members have a 15%
discount
• “Chinese New Year”
Package
Place
• Total of 50 branches
located both locally and in
Malaysia
• Located mainly at
shopping malls
Research Methodology
•
•
•
•
•
Exploratory research
Personal contact methods
Stratified random probability samples
Stratify population in gender
Sample size of 100 respondents
Findings and analysis
Sources of information
• 56 % of the respondents
found out about Jean Yip
through TV Ads
Print Ad
13%
Word of mouth
22%
Outdoor Ad
9%
• An effective way to
provide information
• remaining 44 % got to
know about Jean Yip
through other sources
Tv Ad
56%
Findings and Analysis
Forms of motivation
• highest rank:
effective results
produce on endorser,
32%
•important to get the
right person to
endorse their brand
•provide top-notch
services
Good quality
16%
Attractive
promotions
17%
Acessible
27%
Affordable
8%
Effective result
produce on
endorser
32%
Findings and Analysis
•47% were
relatively satisfy
Levels of satisfaction
Dissatisfied
9%
•5% very satisfy
•39% feel neutral
•only 9% were
dissatisfied
Neutral
39%
Very dissatisfied
0%
Very satisfied
5%
Satisfied
47%
Findings and Analysis
Chart showing gender and age
Total
Age
45 and above
36-45
Female
Male
26-35
15-25
0%
10%
20%
30%
40%
50%
60%
70%
80%
Gender
•customers mainly aged between 15-25 years old
•attracts mostly teenagers and young adult
•Jacelyn Tay being an opinion leader might have direct influence on the
consumers’ purchase behaviour
Conclusion
•Jean Yip’s advertisements on television is rather
successful
•customers are convinced by the results seen on its
endorser – Jacelyn Tay
•large proportion of customers are satisfied with the
products and services provided
Recommendations
•
•
•
•
•
Improve on products & services
Having students packages
New services which caters to men
Website can be further improved
Introduce online-appointments
THE END
Q&A
Session