Results Analysis & Projection

Results Analysis:
I’ve found that the client is definitely not against Seven introducing a fragrance. My results have told me a lot, beginning with the majority of my clientele is in their late 20’s. They want to see a more masculine or even androgynous type of fragrance at 7 For All Mankind. If there were a fragrance included in the brand it would have to be priced strategically in the $50.00 to the $75.00 range. In looking at the results of the surveys the client’s style is very classic, tailored, and mature so they are definitely looking for value in the product. The fragrance would have to be long lasting and have a timeless scent that they could wear anywhere and at any time. The advertising strategies would focus not on sensual attraction to push the product but instead on being comfortable and confident with yourself. Even though many of the customers that made purchases were in couples it seems that in their responses and just in watching how they are as individuals they are very independent. Nothing Else Matters would become the slogan of the product, this represents all different aspects of the customer’s life. While creating the “thoughts” from question 9 I was trying to capture the benefits from question 8 in just a couple words. Nothing else matters but me. Nothing else matters but my time relaxing. Nothing else matters but us.

Projection:
By taking the information I’ve collected I believe Seven would be able to use this to their advantage. Even though I’m sure they have a very good idea who their customer is, it would open up a whole new market for them. The fragrance market is very saturated at this point but if they take a hold of the market as soon as the fragrance they put out they can expand their image beyond just premium denim to luxury fragrance.

Hypothesis & Strategies

Hypothesis:

If a fragrance was introduced to the brand 7 For All Mankind revenue would increase, the brand would have presence in a new market and capture new market share.

Strategies:

In the first round of questions I want to identify my customer by asking questions that are relevant to their lives. I also want to immediately identify if by introducing a fragrance to the brand they would even feel a stronger connection to it or establish a connection that wasn’t already present. Ultimately it is up to the company to create a fragrance that they feel best fits and represents the brand, but question 7 is to help direct and hone in on what the customer’s wants are in terms of the fragrance. The last couple questions are in order to attain information on what the client wants to see in terms of marketing and advertising.

Survey Analysis and Charts

EOC Week 9: Network

Thinking about the movie in reference to market research brings up a lot of things. The main female character in the movies life revolved around getting her department not just great ratings but the best ratings possible and also boosting her television network to number one, above all others. Ratings were a way to gather market research in order to see what shows are doing the best, to raise prices on the advertisement spots during them and make a profit from them. Another way I just thought of that they did market research was when they stuck their heads out of the window when they first starting putting Howard on TV. after he went crazy; they tried to see what reaction he got. They also called into cities across the nation that was showing the show trying to see if they were getting a reaction. Towards the end of the movie when they are planning on how to murder Howard, the female character talks about how their strongest viewer was the young adult ranging from 18-25. In this same scene there is a lot of market research talk, she talks about how if they cancel the Beale show they’d be able to stay afloat because some of the other shows have already captured their own audience. She talks about how their main audience would be adults in their late twenties and possibly even into the thirties. One of the biggest ways she does market research is when in the beginning of the movie she is trying to put that tape of the gang robbing the bank in Phoenix. She states that people don’t want the same mediocrity; they want someone who tells the truth. When she finds Beale this is when she says people will be able to relate to him because all everyone wants to say is “it’s all bullshit.” This is when, in my opinion, the plot takes a turn and what she really wants that I stated before starts to unfold. The network starts to rise to the top, thanks to her directing the show.

BOC Week 9: The Nielsen Ratings

The Nielsen Ratings are described by the company as follows: As a global leader in measurement and information, we believe providing our clients a precise understanding of the consumer is the key to making the right decisions -- decisions that can lead to profitable growth. At Nielsen, we’re always innovating to keep pace with emerging market trends and the increasingly diverse, demanding and connected consumer.

After nearly a century, we’re more focused and skilled than ever at providing the complete view of what consumers watch and buy through powerful insights that clarify the relationship between content and commerce. Whether our clients are in media, consumer packaged goods, telecom or advertising, our expansive data and measurement capabilities provide market context and confidence through our long history of innovation and integrity.

Nielsen ratings are audience measurement systems developed by Nielsen Media Research, in an effort to determine the audience size and composition of television programming in the United States. Nielsen Media Research was founded by Arthur Nielsen, who was a market analyst whose career had begun in the 1920s with brand advertising analysis and expanded into radio market analysis during the 1930s, culminating in Nielsen ratings of radio programming, which was meant to provide statistics as to the markets of radio shows. In 1950, Nielsen moved to television, developing a ratings system using the methods he and his company had developed for radio. That method has since become the primary source of audience measurement information in the television industry around the world.