Etude des nouveaux canaux de distribution pour L'Oréal

Marketing | 36 pages | 05-03-2006 | Format : | Note : Non noté

PRIX : 5.40€ |

Résumé

Etude de 36 pages réalisée en anglais pour le groupe L'Oréal, sur les nouvelles possibilités de distribution des colorants grande consommation. Après une problématique clairement posée, une étude précise du marché et des études statistiques menées, un ensemble de conclusions et recommandations sont tirées.

Extrait:

In other words, our research objectives were: first to know what women customers think about l'Oreal current distribution channel and then to identify the distribution channel opportunities.

To meet these two goals we needed to achieve both a quantitative work (to have a global view of consumers' opinions about the distribution channel) and a qualitative one (being imaginative to think about new distribution opportunities).

We decided to study French women customers. After choosing this population we divided it in various segments (according to the following criteria: age, profession, budget, faithfulness to a special brand, frequency of colouring) and we gave them questionnaires. 8 of them were qualitative questionnaires and 90 of them were quantitative ones. Since we wanted to insist on the new opportunities and on imagination our quantitative questionnaires had always some qualitative parts, such as: give us three adjectives that could describe a colorant selling point ...

Sommaire:

EXECUTIVE SUMMARY

PROBLEM DEFINITION

- Description of the company
- Background
- Statement of the marketing problem
- Statement of the research objectives

APPROACH TO THE PROBLEM AND RESEARCH DESIGN

- Type of research design
- Data collection from secondary sources
- Data collection from primary sources
- Description of our sample characteristics

RESULTS

CONCLUSIONS AND RECOMMENDATIONS

Recommandations

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