Benefit Cosmetics - Sample Market Research Project
- 1. Benefit Cosmetic’s Sample Research Proposal
- 2. Table of Contents Introduction Purpose & Scope Focus Group Specific Objectives Sample Design Data Collection Procedures Data Analysis Plan Reporting Schedule & Timetable Associated Costs
- 3. Introduction Benefit Cosmetics is one of San Francisco's most beloved beauty brands. Benefit has products ranging from a skincare and body line to all types of cosmetics and fragrances. Benefit also has a line of boutiques and brow bars that are located worldwide. Benefit is currently known as a high end make-up provider which is found in department stores, Benefit boutiques, and specialty cosmetic shops. Purpose & Scope The main objective is to measure how rebranding Benefit Cosmetics at a lower price point or executing brand extension with Benefit Cosmetic Boutiques would best increase market share, in a way that these new Benefit acquisition would not compete within the current distribution channel, so that Benefit Cosmetics is able to gain monumental success with this new venture. The final analysis should assist Benefit in determining if either creating a new brand at a lower price point or executing brand extension with Benefit boutiques will increase the overall market share of Benefit. To measure how superior promotion by competitors, inadequate distribution of company products, lower product quality, price undercutting by competitors, brand awareness, price sensitivity, and brands esthetic appeal can be evaluated, in a way that diversification can be achieved, so that Benefit’s future products and services can reach out to potential customers. In short, Benefit is intending to gain market share in this extremely competitive market of cosmetics
- 4. Sample Benefit Focus Group Project: Consumer awareness and perceptions of Benefit cosmetics. Benefit Focus Group 1 & 2: Los Angeles, CA Location: Adler-Weiner Research Company Qualitative Center Facilities – 10960 Wilshire Blvd, Suite 1250, Los Angeles, CA 90024 Date: Monday, July 18th, 2011 – 10am – Current Benefit users 3pm – Non-Benefit users Benefit Focus Group 3 & 4: Chicago, IL Location: Adler-Weiner Research Company Qualitative Center Facilities – 875 N. Michigan Ave., John Hancock Center, Suite 3260, Chicago, IL 60611 Date: Wednesday, July 20th, 2011 – 10am – Current Benefit users 3pm – Non-Benefit users Benefit Focus Group 5 & 6: Boston, MA Location: Copley Focus Centers Market Research Facilities – 20 Park Plaza, Boston, MA 02116 Date: Friday, July 22th, 2011 – 10am – Current Benefit users 3pm – Non-Benefit users Benefit Focus Group Objective: To conduct six focus groups in three cities within the United States, in a way that Benefit users and non-users can be compared, so that superior promotion by competitors, inadequate distribution of company products, lower product quality, price undercutting by competitors, brand awareness, price sensitivity, and brands esthetic appeal can be evaluated, with the intention that Benefit management and Benefit decision makers can have further insight into rebranding or selling current products at a lower price point to gain additional market share.
- 5. Benefit Focus Group Screener: Three groups of current Benefit users living within thirty miles of the focus group locations. Three groups of non Benefit users living within thirty miles of the focus group locations. Women who are frequent make-up users, using make-up on a daily basis. Women between the ages of 15 and 35. Women who have not participated in any other focus groups within the last year. No one that has studied or is in the process of learning cosmetics. No one working for Benefit or their competitors, nor their ad agency of market research firms, department stores or boutiques. Benefit Focus Group Discussion Guide: How do advertisements on television, in magazine, in product brochures and online effect your decision on what brand of make-up you chose to purchase? Are you more or less likely to buy a brand of make-up that is readily available at several locations with the products on hand, as opposed to online purchasing? Would the change in quality of the cosmetics brand you currently use effect your decision to continue to purchasing the products? Would a price increase or a price decrease effect your decision to purchase your current cosmetics brand? To what extent would you be willing to purchase your current make-up at a higher price point, to what extent would you be willing to purchase your current make-up at a lower price point, considering a change in quality. To what extent is your make-up product decision based upon the prices of your current cosmetic provider’s competition, do the prices of competitors effect your cosmetic product choices? How aware are you of the Benefit brand and the Benefit brand products in comparison with other cosmetic brands in the market? How important is the esthetic appeal in the decision to purchase cosmetic products. On a scale of 0-10 where does esthetic appeal fall in relative comparison to price and quality? With newfound awareness, how likely would you be to newly purchase or continue to purchase Benefit cosmetics at its current high scale price point, how likely would you be willing to purchase Benefit cosmetics at a mid scale price point. How will the quality and esthetic appeal of the Benefit brand effect your purchasing decision at a lower price point? How would a good Benefit cosmetic experience or recommendation of the products relate to your awareness, consideration and overall attitude toward the brand and to purchasing the Benefit brand? How does wearing make-up make you feel, what can make your current cosmetics brand better? What is the most important factor to you when purchasing make-up from a cosmetics brand?
- 6. Specific Objectives: Rebranding Benefit Cosmetics at a lower price point: To create a brand that is geared toward diversification and the price sensitive shopper who is unwilling to purchase Benefit cosmetics at their current upscale price point. Since lowering the current established price may undermine the name of the Benefit brand, creating a new brand makes way for new market share while keeping the current brand name intact. Current Benefit products with their price point are the following; the new benefit line will consist of cosmetic products that are about half the price point of the current products. Benefits products with their unique packaging and creative products names have achieved a gross success in the United States and many other countries worldwide. The new benefit brand line will have to use the current creativity to spin out a new brand that will be appealing to potential cosmetic buyers at a lower price point. Overall, we want to measure how successful a new Benefit brand would be at a lower price point and how this may impact our current market share. Brand Extension of Benefit Cosmetic Boutiques: To create a brand extension that is geared toward diversification and the future customer who is unaware of the current Benefit brand and products. Considering rebranding at a lower price point may compete with the current Benefit brand, brand extension of Benefit Cosmetic boutiques into the nightlife scene will attract a new type of customer for Benefit Cosmetics. The Benefit brand extension will create an environment geared toward women looking to have a good time while purchasing current Benefit products at their current price point. Benefits products with their unique packaging and creative products names have achieved a gross success in the United States and many other countries worldwide. Benefit brand extension will have to use the current creativity to spin out a new idea that will be appealing to current and future cosmetic buyers. Overall, we want to measure how successful brand extension of Benefit Cosmetic boutiques into the service industry and nightlife scene would be and how this may impact our current market share.
- 7. Specific Objectives: Target Market The new Benefit brand in theory will be targeted toward a new market, customers who purchase cosmetics but who do not generally buy the Benefit brand. The new brand will target women from their late teenage years to their early forties. Women who do not wear or purchase cosmetics would not be included in what we would want to measure. Women who currently purchase makeup from the current Benefit brand would also not be included as we do not want to take current customers away from Benefit, this would be a situation that would hurt the current Benefit brand and overall make the new line unsuccessful. Rebranding Benefit Cosmetics at a lower price point: Women who are being targeted for the new brand are price sensitive shoppers who may currently be purchasing cosmetics at a lower price point. This would be the ideal market as these women are already purchasing makeup in the new Benefit cosmetics brand price range. Women who currently purchase makeup in the new Benefit brand price range from the new competitors of Benefit would be the ideal market for our new product and from whom we would want to gain knowledge and information. Brand Extension of Benefit Cosmetic Boutiques: Women who are being targeted for the Benefit brand extension are women who are unaware of the current Benefit brand’s products and services. This would be the ideal market as these women are not current Benefit users, so this would not compete with our current market and distribution channel. People who currently purchase makeup from Benefit cosmetics but are unaware of all the products and services Benefit cosmetics has to offer would be the ideal market for brand extension and from whom we would want to gain knowledge and information.
- 8. Specific Objectives: Market Share Determine from where we are losing market share: Status quo, market development, product development or diversification, considering strategic planning. Conclude from which area we are losing the majority of our market share, and from which area we can regain the most market share considering a new Benefit brand or Benefit brand extension. Geology plays a large factor, measure where Benefit is selling successfully and unsuccessfully. Utilitarian vs. fashion, measure how practicality plays a role and from where we are losing our market share. Considering the user, influencer, decider and buyer – who is really purchasing the products. To measure how brand loyalty and frequency of use effect market share loss. To evaluate how advertisements on television, in magazines, in product brochures and online effect decisions on what brand of make-up is purchased. To establish if current and future customers are more or less likely to buy a brand of make-up that is readily available at several locations with the products on hand, as opposed to online purchasing. To quantify if a change in quality of the cosmetics brand that is currently in use would affect your decision to continue to purchasing the products. To calculate if a price increase or a price decreases would affect decisions to purchase the current cosmetics brand, to what extent would current and future customers be willing to purchase current make-up at a higher price point, to what extent would current and future customers be willing to purchase current make-up at a lower price point, considering a change in quality. To determine to what extent make-up product decisions are based upon the prices of current competitors; do the prices of competitors affect cosmetic product choices. To gauge awareness of the Benefit brand and the Benefit brand products in comparison with other cosmetic brands in the market. To assess how important esthetic appeal is in the decision to purchase cosmetic products; to measure on a scale of 0-10 where esthetic appeal falls in relative comparison to price and quality. To evaluate with newfound awareness, how likely would current and future customers be to newly purchase or continue to purchase Benefit cosmetics at its current high scale price point, how likely would current and future customers be willing to purchase Benefit cosmetics at a mid scale price point, to measure how the quality and esthetic appeal of the Benefit brand effect purchasing decision at a lower price point. To determine how a good Benefit cosmetic experience or recommendation of the products relate to current and future customers awareness, consideration and overall attitude toward the brand and to purchasing the Benefit brand. To quantify how wearing make-up makes women feel, to measure what can make cosmetics brand better. To measure what the most important factor is to women when purchasing makeup.
- 9. Specific Objectives: New Venture Details Benefit Cosmetics current products are in a high scale price point. The majority of the products range from sixteen to forty dollars. These products are sold in Benefit Boutiques, make-up specialty stores and department stores. Benefit's new line of makeup products will target a market which will consist of new Benefit customers, women who currently purchase makeup from the competitors of Benefit. Benefit Cosmetics new brand and line of products are in a lower scaled price point which target the price sensitive shopper, diversification for Benefit, these products will range from two to twenty dollars. These products will be sold at drug stores and all purpose grocery stores such as Target and Walmart. Benefits Cosmetics brand extension of Benefit Cosmetic Boutiques into afterhour boutiques will target an audience which is made up of current and potential Benefit customers. Only current Benefit products will be sold in the boutiques while a new spin on a girls night out is created with the Benefit Afterhours Boutique. The details of the three individual product segments follow below:
- 10. Specific Objectives: Current Product Details --Brows – Speed Brow – Quick Set Brow Gel - $16.00 Brows A-Go-Go – Brow and Eye Shaping Kit - $38.00 High Brow – A Brow Lifting Pencil - $20.00 Brow Zings – Brow Shaping Kit - $30.00 Instant Brow Pencil – Pencil for Natural Looking Brows - $20.00
- 11. Specific Objectives: Current Product Details -- Concealers – Stay Don’t Stray – Stay-Put Primer for Concealers & Eyeshadows - $24.00 Boi-ing – Industrial Strength Concealer - $18.00 Confessions of a Concealaholic – Your Secret Concealing & Brightening Kit - $36.00 Erase Paste – Brightening Camouflage for Eyes & Face - $26.00 Eye Bright Pencil – Instant Eye Brightener - $20.00 Realness of Concealness – Mini “Fake-It” Kit - $32.00 Bluff Dust – Redness Concealing Powder - $22.00
- 12. Specific Objectives: Current Product Details --Eyes -- Big Beautiful Eyes Palette – An Eye Contour Kit - $32.00 BADgal Liner Waterproof – Waterproof Eye Pencil - $20.00 Smokin’ Eyes – Sexy Eye & Brow Makeover Kit - $36.00 Creaseless Cream Eyeshadow/Liner – These Gorgeous Shades Stay Put - $19.00 Magic Ink – Jet-Black Liquid Eyeliner - $20.00 BADgal Pencil – Smoldering Black Eye Pencil - $20.00 Velvet Eyeshadow – Eyeshadow - $18.00
- 13. Specific Objectives: Current Product Details -- Cheeks – Dandelion – A Brightening Face Powder - $28.00 High Beam – Luminescent Complexion Enhancer - $24.00 Posietint – Poppy-Pink Tinted Lip & Cheek Stain - $28.00 Girl Meets Pearl – Liquid Pearl for Face - $30.00 Sugarbomb – “Sugar Rush Flush” Face Powder - $28.00 CORALista – Coral Blush for a Tropical Flush - $28.00 10 – Bronzing & Highlighting Face Powder Due - $28.00 Hoola – Bronzing Powder - $28.00 Bella Bamba – A 3D Brightening Pink Face Powder - $28.00 Thrrob – “Turned On” Face Powder - $28.00 One Hot Minute – Sexy in Seconds Face Powder - $30.00 Dallas – An Outdoor Glow for an Indoor Gal Face Powder - $28.00 Moon Beam – Irisecent Complexion Enhancer - $24.00
- 14. Specific Objectives: Current Product Details --Primers -- The POREfessinal – Pro Balm to Minimize the Appearance of Pores - $28.00 Dr. Feelgood – Velvety Complexion Balm - $28.00 “That Gal” – Brightening Face Primer - $28.00 Lemon Aid – Color Correcting Eyelid Primer - $20.00 Lip Plump – Primer for Full Sexy Lips - $22.00
- 15. Specific Objectives: Current Product Details -- Lips -- Chachatinit – Mango-Tinted Lip & Cheek Stain - $29.00 Benetint – Rose-Tinted Lip & Cheek Stain - $28.00 Posietint – Poppy-Pink Tinited Lip & Cheek Stain - $28.00 Rush Hour – Instant Makeover for Lips & Cheeks - $22.00 Lip Gloss – Love Your…Lip Gloss - $18.00 Benetint Lip Balm SPF 15 – Rose Tint Lip Balm - $20.00 Pocket Pal – Lip/Cheek Stain & Clear Gloss - $20.00 Claifornia Kissin’ 0 Smile Brightening Lip Shine - $18.00 Ultra Shines – Lip Shine - $18.00 Full-Finish Lipstick – Full Finish Lipstick - $18.00 Silky Finish Lipstick – The softest, Sexiest Lips - $18.00 Double-Ended Lipgloss – Love Your…Lip Gloss - $16.00
- 16. Specific Objectives: Current Product Details: -- Foundation -- Some Kind-A-Gorgeous – The Foundation Faker - $28.00 “Hello Flawless!” – Custome Powder Cover-up - $34.00 You Rebel Lite – SPF 15 Tinted Moisturizer - $30.00 You Rebel – SPK 15 Tinited Moisturizer - $30.00 Matterial Girl – Matte-Finish Setting Powder - $24.00 Get Even Pressed Powder – Blot Away Shine and Discoloration Face Powder - $30.00 Play Sticks – Cream to Powder Foundation - $34.00
- 17. Specific Objectives: Current Product Details -- Mascara -- BADgal Lash Mascara – Black Mascara - $19.00 BADgal Plum Mascara – Eye Color Intensifying Mascara - $19.00 BADgal Waterproof Mascara – Waterproof Mascara - $19.00 Prrrowl – Iridescent Mascara Topcoat & Shimmering Lip Gloss - $28.00 BADgal Brown Mascara – Deep Brown Mascara for Mile-High Lashes - $19.00 They’re Real – Beyond Mascara - $22.00
- 18. Specific Objectives: Current Product Details --Skincare— It’s Potenet! Eye Cream – $32.00 Total Moisture Facial Cream - $38.00 Refined Finish Facial Polish - $22.00 Foamingly Clean Facial Wash - $21.00 Triple Performing Facial Emulsion - $28.00 Remove it Makeup Remonver - $21.00 Ultra Radiance Facial Re-Hydrating Mist - $26.00 B.Right! Radiant Skincare - $24.00 Moisture PrepToning Lotion - $29.00 “Honey…Snap Out of It” Face Scrub - $21.00
- 19. Specific Objectives: Current Product Details --Fragrance-- Maybe Baby - $32.00 Every Day is Mother’s Day - $39.00 Laugh with me LeeLee - $36.00 My Place or Yours Gina - $36.00 So Hooked on Carmella - $36.00 Something About Sofia - $36.00 Love it Up - $39.00 Garden of Good and Eva - $36.00 Lookin’ to Rock Rita - $36.00
- 20. Benefits Current Cosmetic Competitors consist of but are not limited to the following: Amazing Cosmetics – Price Point ($14.00 - $42.00) Anastasia Beverly Hills – Price Point ($17.00 - $39.50) Bare Escentuals – Price Point ($13.00 - $63.00) Bite – Price Point ($18.00 - $36.00) Buxom – Price Point ($14.00 - $42.00) CARGO – Price Point ($15.00 - $35.00) Fusion Beauty- Price Point ($15.00 - $54.00) Kat Von D – Price Point ($10.00 - $54.00) Illamasqua – Price Point ($20.00 - 42.50) Laura Geller – Price Point ($15.00 – $60.00) LORAC – Price Point ($16.00 - $48.00) Make Up For Ever – Price Point ($15.00 - $45.00) NARS – Price Point ($21.00 - $59.00) Pur Minerals – Price Point ($14.00 - $37.00) Smashbox – Price Point ($16.00 - $59.00) Stila – Price Point ($12.00 - $44.00) Studio Gear – Price Point ($14.00 - $30.00) Tarte – Price Point ($15.00 - $65.00) The Balm – Price Point ($15.00 - $39.50)
- 21. Benefits New Cosmetic Competitors consist of but are not limited to the following: Almay – Price Point ($5.00 - $12.99) Cover Girl – Price Point ($3.29 - $14.99) Hard Candy – Price Point ($4.80 - $20.00) L’Oreal – Price Point ($5.79 – $17.00) LA Splash – Price Point ($5.99 - $9.99) Maybelline – Price Point ($3.49 - $10.99) Neutrogena – Price Point ($6.99 - $12.99) Palladio –Price Point ($2.99-$11.99) Prestige Cosmetics –Price Point ($3.99 - $11.99)
- 22. The Benefit Cosmetic Boutiques – Afterhours Benefits Cosmetic Afterhours Boutique has no competitors as it will be the first cosmetic nightlife boutique. This will be a spin off of the already offered beauty bash. The hours of operation will be 6pm-10pm, Thursday – Saturday. This will be strictly 21 and up, as alcohol will be served within the boutique to create the lounge atmosphere. A DJ or other type of entertainment will be offered to create the full nightlife experience. Perfect for a night on the town, a girl’s night out, bachelorette parties, spa nights, and birthdays or just for fun– come get prepped and primed at one of our afterhours boutiques.
- 23. The Benefit Cosmetic Boutiques – Afterhours Incentives for women to try out the Benefit Cosmetic Boutiques Afterhours: Offer a special deal: customizable set of mascara, eyeliner and eye shadow for a flat promotional price. Customizable set of four eye shadows for a flat price. Customizable set of four blushes for a flat fee. Unique pallets created by Benefit, filled by cosmetologists upon purchase at afterhours boutiques. Get a special boutique afterhours gift with minimum purchase of $45.00 or spend a minimum of $45.00 and get 10% off on your next visit to Benefit afterhours boutique, excluding alcohol, cover charge, and already promotional or sale items.
- 24. The current Benefit Boutiques services are the following: Facial Waxing Lash Application Body Waxing Threading Tinting Tanning Brazilian Waxing Makeup Application The Benefit Boutiques Afterhours services will consist of the following: Makeup Application: custom sessions are available upon appointment Pretty Quick! Chic in the Boutique This gives a whole new meaning to ‘office party’! Gather a gaggle of girlies from your office & A quickie prettifying session that’s perfect for a lunch hour or a night out. get pampered after hours. Includes a brow arch & make-upper. Price: $50 per person. Price: $50 per person. redeemable for purchased products. redeemable for purchased products. Duration: 25 minutes Duration: 45 minutes per person Tips ‘n’ Tricks for Chicks Wake up to Makeup Calling all makeup apprentices! Want to learn tips from the pros? Of course you do! Not only Get some ‘me time’ with this one-on-one makeup lesson to discover the products you can‘t that, you can take home your must-have products! live without and how to get the most out of them! Price: $50 per person. Price: $85 per person. redeemable for purchased products. redeemable for purchased products. Duration: 45 minutes Duration: 45 minutes
- 25. Sample Design Considering the objective statements, qualitative questioning will primarily be used in the focus group and discussion guide, while quantitative questioning will be used in the surveys and throughout the overall research process. The majority of the surveys and sampling will be conducted in the likert scale, sematic differential scale and staple scale. We are looking to sample 500 women randomly throughout the United States where 75% of the 500 women wear makeup and complete the interviews which will assist us to gain a consistent sample of at least 375 . The incidence rate will not be an issue with the screener and criteria considering our research subject is common, therefore in theory we should be able to get a probable sample. Once a pre-test is done to make sure that all questions are clear, understandable and easy to answer; objective and non-bias, we will start conductive the surveys and interviews on a randomized basis to gain the most projectable and reliable results. Data Collection Procedures Benefit Cosmetics started at a status quo stage targeting current customers and current products with general cosmetics products. Benefit then moved toward product development and market development, targeting new and current customers with their new line of skincare products and fragrances. The next step is to move toward diversification, targeting future customers with our future products. Rebranding Benefit Cosmetics or brand extension of Benefit Cosmetic boutiques will target new customers, not competing with our current distribution channel. The data that needs to be collected to support our research will best be done by the following: The survey method used to obtain data will mainly be collected by telephone, considering the many advantages, such as good sample control, good control of field force, good response rate, moderate cost, and quick results in comparison to the disadvantages of being limited to simple questions, the low quantity of data, having no use of physical stimuli. Mall intercept surveys are another great way to collect data considering the complex questions that can be asked, the good physical stimuli, the good control of environment and the very good response rate that out way the disadvantages of high social desirability, potential for interviewer bias, moderate quantity of data and the high cost. Considering mall interception can be a difficult task, offering a chance to win a $200 mall gift card is an incentive that will encourage people to want to participate.
- 26. Data Analysis Plan The data analysis will mainly be completed by SPSS, which will use its predictive analytics software to analyze the data and create the optimal outcome. Cross- tabulation will also be used as a main source of data analysis. Reporting Following the analysis stage and other stages of this research project, a PowerPoint presentation will be created to illustrate the findings of the research. The report will include a letter of transmittal, letter of authorization, executive summary, problem definition, approach to the problem, research design, results and conclusions,, just to name a few.
- 27. Schedule & Timetable Scope: To conduct a descriptive study – a consumer perception and behavior study based on pricing. Schedule: This Benefit market research study based on consumer perception and behavior will have many different steps and check points. Overall this study will take a total of three months. The project will take off in September of 2011 upon approval, with all research gained and tabulated by October of 2011. The research will take a total of 8 weeks. Considering the results from the collected data, Benefit will have their current products at a lower price, rebranded products at a lower price point, or brand extension of the Benefit Cosmetic boutiques ready in time for spring season. September: To conduct six focus groups in three cities within the United States, Los Angeles, Chicago, and Boston, in a way that Benefit users and non-users can be compared, so that superior promotion by competitors, inadequate distribution of company products, lower product quality, price undercutting by competitors, brand awareness, price sensitivity, and brands esthetic appeal can be evaluated, with the intention that Benefit management and Benefit decision makers can have further insight into rebranding or selling current products at a lower price point to gain additional market share. To conduct telephone surveys within the United States in a way that Benefit users and non-users can be interviewed, so that the proportion of competitors' customers who are aware and considerate of Benefit’s product and service can be identified, October: To code and prepare data, and data analysis in a way that the research collected in surveys and focus groups can be quantified so that accurate reporting and presentations can be made for Benefit management and decision makers to take into consideration when deciding whether to create a new brand at a lower price point or create brand extension with Benefit Cosmetics Boutiques. Present PowerPoint and final report to Benefit Cosmetics management and decision makers.
- 28. Sample Schedule & Timetable Dates Activity September 1 - Septemebr 7 conduct focus groups September 9 - Septemebr 12 analysis data collected Septemeber 12 - Septemebr 16 indurty and secondary data report development September 20 approved proposal needed Septemebr 20 - Sepetmeber 22 telephone survey development Sepetmeber 22 survey submitted for approval Sepetember 25 survey approval needed Septemeber 25 - October 1 surveying October 1 - October 7 coding and data preparation October 7 - October 14 analysis of data October 14- 16 reportand presentation preparation October 18 presentation and final report