Structure of the Marketing Session in MARPE 2011

Prof. Peter Lehmeier, DHBW Karlsruhe Prof. Dr. Philipp Pohl, DHBW Karlsruhe Karsten Kloebbe, LOral Deutschland, Key Account Manager

11.5.2011

Marketing Session

General Topic

International Comparison of Consumer Behaviour in the field of cosmetics for women and men Empirical Study with Statistical Methods of Marketing Research Interviews in drugstores/Retail Stores Practical Experience of Data Sampling, Analysing and Interpretation Presentation of Results
Marketing Session 2

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Relevant market
(1) For women Teint/Face (make up, creme, powder, blusher, conceiler) Eyes (eyeshadow, eye liner, mascara) Lips (lipstick, lip pencil, lipgloss) Nails (nail colour, care) (2) For men Skincare (moisturiser, face cream, vitalising) After Shave (shave gel, post shave balm) Deodorant (roll-on, spray)

11.5.2011

Marketing Session

2 Questionnaires, 4 stores and 5 different groups

Two questionnaires are used in each of four stores (in each country) according to the different target groups (female and male probands). (1) Questionnaire presented to female probands about cosmetics (teint, eyes, lips, nails). (2) Questionnaire presented to male probands about products for men (skin care, after shave, deodorant) Four groups direct their focus on different statistical methods; one group is concerned with SPSS-support and data management
11.5.2011 Marketing Session 4

Examples of Research General questions for all groups (optional): Examples for Frequencies:
In which stores do consumer buy the different products (drug store, grocery store, perfumery, department store, internet or )? Who buys the products (male user and/or partner) ? How is the purchase process (spontanously, regulary, planned, as a gift for the partner)? Are opinion leader important for the brand choice (Advertising, Testimonials, TV shows, casting shows etc.) ? Do consumer prefer to test the products in advance (f.e. by sachets, demonstration, merchandising) ?

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Marketing Session

Examples of Research of Group 1 Focus: Joint purchase; use of different brands in product categories; sociodemographica and purchase behaviour; frequency of use; frequency of purchase; quantities Method: Correlation Analysis Questions (examples): How often do consumer use these products ? Are there dependances between personal attributes and purchase behaviour ? frequency of use and brand loyalty ? price and purchase behavior ?
11.5.2011 Marketing Session 6

Examples of Research of Group 2 Focus: Relevance of attributes of products (colour, price, packaging, brand, benefits etc) Method: Factor Analysis Questions (examples): Which attributs/criteria are important for the choice of a certain brand in the relevant categories? In which situation or at what occasion does the consumer use these products?

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Marketing Session

Examples of Research of Group 3 Focus: Frequency of use; frequency of purchase; quantities Method: Variance Analysis Questions (examples):
How much money do consumer spend for these products (expenditure average/month) ? How often do consumer use these products ? How many different versions (colours, benefit etc) does the customer use (f.e.lipsticks) ? Only for female probands: What do women think/expect about the usage of cosmetics by men ? Only for male probands:What do men think about the usage of decorative cosmetics by women (nail colouring, make up, make up, eyeshadow etc.) ?
Marketing Session 8

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Examples of Research of Group 4 Focus: Significant differences between countries, consumers, groups, products, brands Method: T-Test Questions (examples): Which brands do the consumer know ? (aided/unaided recall - brand awareness)? Do the consumer prefer/buy regulary certain brands (brand loyalty) ?

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Marketing Session

Road Map Karlsruhe

Mo, 27.6. Session 1: Marketing lecture (plenum, 2 h) Session 2: Market Research lecture (plenum, 2 h) Session 3: Hearing of a Marketing Expert (plenum) Session 4: Development of questions/items and test of the questionnaire (groups) Session 5: Field Work: Carrying out the interviews in drugstores Session 6: Data analysis, interim results and preparation for the next lap in France

Di, 28.6.

Mi, 29.6.

Do, 30.6.

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Marketing Session

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Sessions (plenum) Session 1 Milanka, Neva, Sandrine Marketing lecture (plenum, 2 h): Consumer behaviour, product choice, brand choice, attitude, criteria for purchasing Introduction on the different levels of the purchasing process: Involvement: awareness, interest, willingness to buy, satisfaction, loyalty Target: The students are able to understand and evaluate the content of the different questions concerning the purchasing process (no statistical methods in this session !)
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Sessions (plenum)

Session 2 Madalina, Mehmet, (Peter) Market Research lecture (plenum, 2 h): Research for differences (groups: male/female, old/young, culture) Design of questionnaires Independent and dependent variable(s) Types of hypotheses Different scales/items (nominal, rating, ) Types of questions (open/closed) Overview (short !) about the statistical methods
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Sessions (plenum) Session 3 Karsten Kloebbe, LOreal Introduction to international Marketing by LOral
International roll out resp. international performance of brands Customizing of TV-spots, print, packaging within Europe due to the interculturel differences

Importance and types of Market Research for international Marketing Introduction to the market of cosmetics for women and men Topic and questions of the current marketing study, LOral is especially interested in
Marketing Session 13

11.5.2011

Structure of the groups

Constant tutors for the groups (8 - 9 students) Madalina Group 1: Correlation Sandrine Group 2: Factor Analysis Milanka Group 3: Variance Analysis (Anova) Neva Group 4: T-Test Philipp Group 5: Support hard ware, SPSS, list of variables, data management, special analyses At least one native speaker is necessary in each group in D and F
11.5.2011 Marketing Session 14

General Briefing for the groups

Analysis (contentwise) of a certain aspect of consumer behaviour Application (formal) of a statistical method in each group Design of the necessary questions in order to reach the target (both: contentwise and formal) Data collection, analysis by SPSS and interpretation

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Marketing Session

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Road map for the groups Session 4 The tutors introduce the students to the method Generating of hypotheses Development of questions/items Data which are collected using the questionnaires must comply the requirements given by the specific statistical method of SPSS. Short test of the questionnaire between the groups The groups develop two basic questionnaires (for female and male probands)
Marketing Session 16

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Road map for the groups

Time for the interview: 5 min (1-2 pages) All questionnaires exist in two optically identical versions (english and in addition in german or french) in order to ensure that data can be processed by all students Every group has its own notebook performing SPSS (provided by the DHBW during the project)

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Marketing Session

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Field research/ Interviews

Session 5 A prepared poster within the store shows short information about the project and the interviews.

Recommandation for the teamwork: Work sharing and job sharing are up to the group The groups have to organize themselves (contacter, interviewer, collection of data, data manager, analyst, presenter etc.)
11.5.2011 Marketing Session 18

Field research/ Interviews

2 students contact probands and ask whether they are prepared for an interview and what language could be applicated (English or German/French). 2-3 students are performing as interviewers (in English and German or French) 1-2 students are carrying every 30 minutes the questionnaires filled out to the remaining students using a notebook for simultaneous data collecting/sampling in a location near to the store (f.e. coffeehouse) . 2 students collect the data

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Analysis and presentation of the groups Session 6 Data analysis within the groups Presentation and discussion of interim results (plenum) Preparation for the next lap in France / UK In Liverpool: Final presentation to the plenum of each group: Statistical Method (basic approach, benefit, application) Final results
11.5.2011 Marketing Session 20

Next steps Shipping of information material (german and english) about the relevant products by Karsten Kloebbe to DHBW Authorization of the enquiry in the store(s) in France: Hypermarche Auchan, Carrefour, dm-Filiale in Kehl o..? UK: Boots ?

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Marketing Session

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Preparation (in general) Students Sample of questionnaires at their home universities Store checks related to body care and cosmetics Tutors Lectures resp. group sessions SPSS Manual for each group Information about the relevant statistical method

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End

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