The results of research start to become the same, variables people consider are nothing more than style, price, appearance, warmth, or color. So I integrated previous research into a competitive plot, which shows people's perceptions among different variables. Possible dynamic variables which Hoodwinxs can use to differentiate from hats and scarfs are design, function, fun and convenience. Also there are more Hoodwinxs exclusive variables that people didn't mention (like licensed fabric) they can be used as DV too.
Here are few interesting points summarized from marketing research:
1 Whether choose to buy hoods or not has strongly related to people's characteristics. Those who love to be outstanding and want new designs are more likely to buy.
2 Even people haven't heard Hoodwinxs, some of them are willing to try the product.
3 As long as it's pretty and easy to match clothes, people LOVE.
4 When people buy hats and scarfs, they don't think about brand, they just happen to buy them in stores or on-line.
5 Features that make Hoodwinxs special: cool, fun, fashion, design appearance, suitable for special occasion, reasonable price, licensed material.
6 For trendy hoods, CUTE and FUN are king.
7 People will forget all factors if it’s really stylish. For hats and scarfs category, style is what people care about most. So marketers should make people believe that Hoodwinxs is stylish! But what is a piece of stylish hood?
8 Most women love on-line shopping.
9 Men care more about functions like durability and water proofness.
What I observed:
1 Hoodwinxs products can be sold as gifts, mascots, and souvenirs.
2 They can be hot sale for specific occasions like parties, Halloweens, or sports games.
3 I went to King's Island, some people wear animal hoods even in summer!
4 We should think of ways to make people believe that Hoodwinxs is not only great for special occasions, they can go into every day dress too.
This week the project will go onto segmentation and marketing strategy, which need to be narrowed down to specific tactics.
This is BP7
Posted by: Peidi | June 24, 2013 at 12:57 AM