Sample Marketing Paper on Advertisement of Pupa Makeup Products

The Email Survey, the In-Depth Interview and the Mystery Shoppers’ Questions

 

The main objective of the study is to study the targeted consumers’ behavior upon having different advertising techniques, knowledgeable sales people about the brand, very well known Arab makeup artists and lastly, an attractive retail space of the product.

Advertising is considered a strong tool that connects the product with the customer. Therefore, it has to be effective, efficient and attractive. In order to get the full information about the best advertising technique to use, we are going to use the email survey for this part.  The main reason for this type of data collection is because it is deemed to reach as many people as possible and this will give us good results.

In addition, sales people is another tool that provides a good perception about the brand because they represent the brand name that’s why sales people needs to have enough background about the product to be able to grab the customer’s attention. Nowadays, most people get to know about brands through celebrities, artists and opinion leaders that affect the purchasing behavior. For this part we will use the questions on the mystery shopping to get the real opinion of the customers on the perception they have on the salespersons and the makeup artists as they try to sell these products to the marketplace.

Finally, where a product is placed within a store plays a vital role in grabbing consumers’ attention.  Moreover, having a strategic place within a store will give consumers a good impression about the brand. The best approach for the data collection here would be the use of the in-depth interview that would try to elaborate on the facts about the positioning of the product in the marketplace in relation to the convenience sought by the customers. below are the templates that would be used in collecting these data as per the sub-objectives postulated above.

  1. Email Survey Template

The following are ten sets of questions for the survey that are deemed to be quite imperative in making sure that we get the best advertisement technique to use in the whole process of creating awareness of the product in question. the main purpose of this survey template is to get more information on the perception of the advertisement technique employed by the firm and how best it can be improved.

1 Are you aware of the product called Pupa makeup product sold in the Saudi Arabian market?

  • Yes
  • No
  • Not sure

2 If yes, how did you know about this product?

  • Through the company website
  • Through the salespeople
  • Through the television
  • Through internet advert
  • Through the billboards

3 What type of media are you so much involved in?

 

 

4 Does the information you get from the advert depicts the quality of the real product?

 

 

 

5 What product would you use instead of Pupa makeup and how did you know about that product?

 

 

 

 

6 What improvement would you like to see in the advert of the product?

 

 

 

 

 

7 what other channels would you like to get the information about Pupa makeup product?

 

  • Through the company website
  • Through the salespeople
  • Through the television
  • Through internet advert
  • Through the billboards

8 What level of importance do you peg on the price shown on the advert of the product to you?

Not important             ,    ­                                                        Extremely Important

9 How do you describe our advertisement technique?

WORST,                                                                                                                                 BEST

10 how important is our product to you?

  • Not important
  • Less important
  • Important
  • More important
  • Extremely important

 

  1. In-Depth Interviews

The next set of tool for gathering the data is the in depth interview which is deemed to get the real advent of positioning of the Pupa Makeup product in the marketplace.

Name of the interviewer

Date of interview

The name of the individual being interviewed

Position of the staff

Good morning/ afternoon/evening Sir/Madam                                    (self introduction)

This interview is being done to understand the various perception customers in Saudi Arabia over the Pupa makeup products in terms of the location of the product in question. In order to implement a good marketing and customer service, it is important that we give much attention to the location of our products so that we can serve you at your convenience. For us to serve you better, it is important for us to understand the best location that you are deemed to get the whole package of our product.

“I would request that if it will be ok with you, I would be tape recording our dialogue. The main purpose of this tape recording is because I would need to get all the points but at the same moment be able to carry on a conscientious discussion with you as my esteem respondent. From this interview, I assure you that the information about you that will be given here is deemed to quite confidential and will be treated with utmost privacy. I would like to assure you again that our policy does not allow us to disclose any information about our clients at any point in time to any unauthorized fellow or used for the purpose for which it is intended. If you agree to carry out this interview, kindly sign this consent form for the purposes of our records; (Below is an example of a consent form that must be signed by the interviewee)

 

 

“I would like to start by asking you about your profession and your involvement in the makeup industry so that I could know you better in terms of interest, tastes and preferences.” (Note to the interviewer: here you will try to probe the interviewee in the various areas of interest in order to get the idea on how to attack the questions that would be following).

“I am now going to give you question that I would like you to give me honest and precise answers that would help me get the information I need about the Pupa product. In the event you do not know the answers to the questions that I have asked, kindly feel free to say so”

“Do you know any shop in this town that sells the Pupa makeup products?” (A Note to the investigator: If so, probe – “how many?”, “which ones kindly name them?”, “which one among them do you like going to most?” “Why do you like the shop?”)

“What are some of the difficulties you face while trying to access our products?” (Note to investigator: here you may want to probe on the most imminent predicament that they face in trying to get the product.  you would also want them to compare the product accessibility with that of competitor and how best this position could be improved.)

“What amount of time do you take to get to the shop of your convenience?” (A Note to the interviewer: after giving the interviewee to give their answer, probe them on the comparison of this time frame and that of the rival product.  Additionally, give room for a further discussion on the best way in which this time could be reduced.”)

“How do you see our brand compared other brands of makeup products?” (Reminder to interviewer: at this point in time, you may need to probe on the real quality of the product with respect to the other.  Again you should probe on whether location matters in reference to the quality of our product.  this probing will help us understand whether location matters a lot in the decision making of buying or not “)

“What improvements would you want to see the company so about the location of our shops in order to serve you better?” (Reminder to interviewer: here you may want to probe the interviewee on the various aspects of the solutions that needs to be inculcated so as to increase the customer experience)

“What do you think of the online shopping that has been introduced by company to sell the Pupa makeup products?” (Reminder to interviewer: you would want to probe on questions like “how has it changed your shopping habits?” “Is it convenient to you?” “What is the most interesting thing about it?” “Have the delivery system that comes with it benefited you in any way?”  “If yes how?”)

“What general comment do you have on the location of the shops and the product buying outlets in the country?” (Note to the investigator: you may want to probe the clientele in order to get more information from them.)

  1. The Mystery Shoppers Questions

The mystery is deemed to give an in depth scrutiny on the perceptions the customers have on the behavior of the sales people.  Additionally, it gives much attention to the description of the retail space of used to shop the Pupa Makeup products. sales people is serious tool that provides a good perception about the brand because they represent the brand name that’s why sales people needs to have enough background about the product to be able to grab the customer’s attention. Nowadays, most people get to know about brands through celebrities, artists and opinion leaders that affect the purchasing behavior. For this part we will use the questions on the mystery shopping to get the real opinion of the customers on the perception they have on the salespersons and the makeup artists as they try to sell these products to the marketplace.

The Questions

  • Were the sales people dressed neatly and smartly?
  • Did any of the team members smile at the time of entrance into the shop?
  • Did any of the salesperson recognize you as one of their associates?
  • Where you given undivided attention?
  • Kindly narrate your interaction with the sales person that attended to you (give the details on how you were received and how they introduced and presented the pupa make product for you. Be sure to indicate the name of the store and the name of the description of the salesperson you interacted.)
  • Did any of the salespersons depict to you a high quality service that was way beyond your expectations? (Feel free to mention what made you get overwhelmed with their services and the description of the customer)
  • Did the associate question you on what you are shopping for today and how was the tone of his or her voice?
  • What most important thing your saw about the customer service in the shop you visited?
  • Did the salesperson elaborate explicitly about the products and their benefits to your satisfaction?
  • What areas do you feel the salesperson missed telling you about the product?
  • Was the associate very honest in their presentation on the product?
  • Were you given the correct change after you had paid for your goods that you have bought?
  • Was the parking space clean and out of debris?
  • Was the compound of the shopping center neat and tidy?
  • Was there any sense of peace and tranquility when you entered the shop?
  • When you entered the shop, what kind of smell did you sense?
  • Are the products in the shelves arranged appropriately?
  • Was the reception by any of the associate members discourteous or rude?
  • At the time of leaving, did any of the staff usher you out with a pleasant closing remarks such as “thank you for shopping with us,” or “have a nice evening”
  • What times of the day do you like shopping and why?
  • Which days do you like shopping and why?