1. Market Research
Research Proposal
Chanel
Gwendoline Mommeja
Instructor: Jeannette Guignard
Fall 2011

2. Content
● I – Introduction
● II – Research question
● III – Purpose of the study
● IV – Research methods
● V – Data Collection Plan
● VI- Data Analysis
● VII – Conclusion

3. Introduction: Chanel
K
● French Luxurious brand
● Found in 1909
● By French couturier Gabrielle Coco
● Headquarters is located in Paris,
France
● Offerings: Design clothes, Cosmetics,
Fragrances, Accessories, Jewelery

4. Research statement
Brand Re – Position :
How can Chanel capture a younger
target market?

5. Purpose of the Study
Opportunities:
● Attractive demographic 2 million of women between
25 – 35
● Growing purchasing power (census 2010 in USA)
● Increase sales & profits
● More competitive
● Shape future customers preferences
● Build up a brand loyalty in an early age stage

6. Research Methods
Secondary Data
Internal External
● Products / Sales reports
● American census 2010
● Customers infos ● Hoover
● Interview with the personnel ● Business Source Complete
● Define the purchase's type ● Importance of the market
● Frequency / amount of
cosmetics purchase
● Understand expectations /
behaviors
-
+ French company
Low cost Old information
Fast

7. Research Methods
Primary Data
Qualitative
● Depth Interview ● Focus Group
12 Participants 5/6 Participants
Macy's / Perfumery Women : 25 – 35
Women : 25 – 35 High education
High education Good income
Good income Using cosmetics
Interested in Fashion
+ - 20 % off on all + -
Details Expensive Chanel Purchase Details Validity
Topics Accuracy
Topics Time consuming
Spontaneity Time consuming
Comfortable Interpretation
Stimulation Interpretation
Honest Compare
New ideas

8. Research Methods
Primary Data
Quantitative
Personal Survey Email Survey
● Face to face interview ● Written questions sent by regular
● Cosmetics department store / email
perfumery ● 100 or more women 25 – 35 years
● 100 women between 25 – 35 years old
old ● High educated / Income
● High educated / income ● Database / Customers
● Interested in fashion / cosmetics + -
+ - ● Young market using ● Low responses
Internet ● Junk mails
● Direct contact ● Bias ● Cost effective ● Missed /
● Increase the response ● Influenced ● Better quality misunderstood
rate ● Time consuming ● Comfortable / honest
● Build a relationship ● Expensive

9. Research Methods
Survey 2011
Help us to collect
information:
● Attitudes
● Intention of purchasing
new fragrances
● Behaviors
● Motivation to the trends /
brands
Participants will receive a gift
including samples of Chanel best
products

10. Data Collection Plan
Well educated
Generation Y
High income
Average of 100
women 25 - 35
Non probability sampling method
Using cosmetics Cosmetics department
store / Perfumery

11. Data Analysis
Edit: Computer programs
Code: Code book personal to Chanel
Entering ● Simple tabulation (criterion variable ex: amount spent in
data: perfume per year)
● Cross tabulation (predictor variable ex: age & income)
● Correlation analysis (measure the degree of closeness
between 2 variables)
● Cluster analysis (identify our target market)

12. Conclusion
● Conduct regularly market research to understand
our new market and be competitive
● Future research: capture a new market / middle
market & teenagers on the upper class
Create a strong brand loyalty with its customers by
influencing them in an early stage and during their
different life cycles.

13. Thank you for your
attention