Part B Group Assessment

Part B Group Assessment

Chosen scenario = CHANNEL

Parts available below

Purpose of proposed research project

Definition of target population -

Data collection method -

Sample design - Parth

Questionnaire design

Potential managerial benefits of proposed study-Parth

Ethical considerations

Conclusion

References

(INFORMAL PART - Overall report formatting/ proof reading etc) -

Dead lines

Times Lines Tasks By Who

4th September Midnight Parts Assigned All

Rachelle has completed her part

6th September Midnight First Draft Submitted to the entire group All

Rachelle has completed her part

7th September Midnight Final Draft Submitted for Alex to finish formatting/complete for group All

8th September Formatting completed for group approval Alex

9th September Submitted in Canvas for final marking Alex

Communication done through MS teams for clear guidelines and group follow up.

If anyone is unable to complete tasks by following deadlines to contact the group ASAP.

If anyone is no longer a part of the course or not able to contribute, let fellow group members know ASAP.

Purpose of the Proposed Research Project -Rachelle Completed

Overview of Products -Rachelle Completed

Coco (Gabrielle) Chanel established her namesake fashion house, Chanel, in 1909; there, she introduced a fashion style that created trends before there ever were trends. In spite of the fact that they produce a great variety of goods, such as clothing, purses, and watches, we are unable to dispute the fact that their timeless fragrance Chanel No. 5 was an enormous success and is now one of their most famous items ever since it was released. The fragrance of Chanel No. 5, which is infused with jasmine, vanilla, rose, and sandalwood, is what continues to make the brand famous even now, particularly among women. It is possible to give the impression that a woman's fragrance is more costly by using a bottle of women's perfume called Chanel No. 5 that is made to imitate an expensive whisky decanter (Bbc, 2011). However, 20 years after its first release, No. 5 had lost the ability to be considered exclusive, therefore the decision was taken to make it less publicly accessible. Additionally, by using well-known directors and big-name actors for the massive advertising campaign that has been used up to the present day (Companies history, 2012).

Problem statement/background -Rachelle Completed

The usage of celebrity endorsement is a tried-and-true method that has long been used in the field of marketing to increase sales of a certain brand's product (Tantawi & Sadek, 2019). A business may also try to collaborate with a celebrity or prominent personality in order to use them as the brand's spokesman, which is another kind of brand communication that is known as an endorsement. By leveraging their notoriety and appeal, the celebrity will work to foster a connection with the target audience and make it easier for them to form relationships. A famous person who is also physically appealing has the potential to influence consumers' perceptions of the products they advocate, which may be beneficial to the company. On the other hand, the attitude and personality of a celebrity might be a positive factor for the business, helping to promote its image and engaging consumers in the process. According to Belch and Belch (2018, which is mentioned in Tantawi and Sadek, 2019), even if a celebrity is not an athlete and does not have a perfect physical appearance, people may still love their physical appearance, the worth of their abilities, and their personality.

There are so many individuals, including celebrities, who use Chanel No. 5 as their everyday go-to perfume, and now, Chanel No. 5 is one of the perfumes that is considered to be one of the most famous fragrances in the world. It is no longer a secret that Chanel has a reputation for leveraging prominent celebrity photos to enhance sales of their goods in the market. These celebrities include Brad Pitt, Pharrell Williams, and even Jennie Kim, who is considered to be one of the most influential female trendsetters in Korea (kpop herald, 2019). Every celebrity is special in their own way, whether it be the manner in which they offer the marketing, whether or not the celebrity represents the items, what others think about their image, and so on. Due to the fact that both Kendal Jenner and Blake Lively are celebrities who have a significant number of followers all over the globe, Chanel is forced to make a choice about which of these two individuals to promote as an endorser of the brand. However, Chanel has to assess which celebrity has the most significant effect on the company's customers, as well as how that celebrity's association with Chanel might influence customers' purchasing choices and their sentiments about the brand.

Problem Definition-Rachelle Completed

The Chanel company's first concern should be selecting the best possible spokesperson to advocate for the Chanel No. 5 fragrance. This should be the company's top priority. It is your choice between Kendall Jenner and Blake Lively as the potential candidate. Chanel will choose which celebrity is most suited to represent Chanel No5 based on the results of the final conclusion. Creating a research question is the first step in figuring out what the issue with the study is and how to fix it. These questions have the potential to have an impact on the actions that are taken to characterise the problem or issue that the researcher is attempting to address or learn more about (pressbooks n.d.).

Definition of target population

Data collection method

Sample design

Identification and Justification the Proposed Research -Rachelle Completed

In order to maximise the effect of the advertising, careful planning and scheduling have gone into selecting well-known people to serve as the campaign's spokespeople or key influencers. The position of a brand ambassador is an extremely important one. It is not only about getting people want to test your goods, but it might also establish your product image via the spokespeople or celebrities that you promoted. This is an important part of the process (Urbaniak, 2020). This study is conducted in order to enable Chanel to obtain insight and address the objective problems that might assist establish whether celebrity, Kendall Jenner or Blake Lively, would be most suited to advertise Chanel No5. We are able to explain the features of the present market circumstances and then analyse the marketing techniques that are currently being used since we choose descriptive research as the research approach. The reason why we have decided to do descriptive research is because we believe that it will be simpler to administer if we just prepare all of the questions and materials that will be required (people). For the manner that is delivered, we are going to use two different sorts of administration: self-administered and person-administered methods of delivery. The replies from each participant are sent directly to the servers while they are doing the survey that they are administering to themselves. A technique that requires the individual to self-administer incurs less costs and has the potential to distribute the product more effectively for a wider variety of responses. Then, the surveys that are person-administered are picked in order to get more in-depth information on the influence that the celebrity involvement in social media had on the brand that they had previously promoted.

Questionnaire Design -Rachelle Completed

Your Gender:_________

Your Age:____________

Your Occupation:_________

How frequently do you purchase fragrance?

monthly

every 2 to 3 months

five to ten months

once each year

What feature of a perfume do you believe is the most important?

The perfume packaging

Scent of perfume

Perfume's pricing

The brand representative

How much are you prepared to pay for a fragrance?

Less than $100

$100 - $150

$150 - $250

Greater than $250

Who do you believe would be an appropriate brand ambassador or spokesman for ChanelNo5 perfume? Who are they and why?

__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Sampling Technique -Rachelle Completed

In the case of Chanel, we will be using a main sampling strategy. To begin, we will choose five Chanel shops in Singapore, namely ones that are located inside of malls that are having strong traffic sales. We may make the assumption that we will get between 50 and 100 responses every day, which would suggest that we would receive roughly 1000 responses in a week, particularly during the course of the weekend. After deciding that the shopping centre would serve as the sample location, we will disperse barcodes to five different locations inside each business. Both the front door and the back door will get a barcode. The first barcode will be placed in the front door.

During this time, the remaining three barcodes will be dispersed across the shop. Therefore, to prevent any sampling error or the numbers being lower than planned every day, we may give out free samples of perfume to each of the first one hundred consumers that filled out the questionnaire in order to acquire even more responders. This will allow us to collect more information. The consumers will benefit from the opportunity to get a free simple, and the Chanel firm will benefit from the opportunity to gain valuable insight into its customers' preferences via their replies to the questionnaire. Free samples have the potential to result in numerous sales over time. Research has shown that providing free samples to clients may increase sales by as much as two thousand percent (Hawlk, 2017).

Potential managerial benefits of proposed study

Ethical considerations

Reference List

BBC. (2011). Chanel No 5: The story behind the classic perfume. Retrieved from https://www.bbc.com/news/world-13565155CompaniesHistory. (2013). CHANEL history, profile and history video. Retrieved from https://www.companieshistory.com/chanel/KpopHerald. (2019). Why Chanel loves Jennie of Blackpink. Retrieved from http://kpopherald.koreaherald.com/view.php?ud=201901041700502710047_2Pressbooks. (n.d.). The Purpose of Research Questions. Retrieved from https://ohiostate.pressbooks.pub/choosingsources/chapter/purpose-of-researchquestions/Tantawi, P., Sadek, H. (2001). The impact of celebrity endorsement in cause related marketing campaigns on audiences behavioral intentions: Egypt case. Berlin, Germany: Springer-Verlag

Urbaniak, M. (2020). What are Brand Ambassadors and Why are They Important?. Retrieved from https://www.meltwater.com/en/blog/what-are-brand-ambassadors-and-why-arethey-important