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Clarks Focus Group Feedback

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Clarks International Research Feedback ... Profile of who we spoke to quant survey and qual groups ... From our results it shows that a lot of ... – PowerPoint PPT presentation

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Title: Clarks Focus Group Feedback


1
  • This resource, developed by a teacher/practitioner
    , is freely available to you through the
    Enterprise Network. It maybe adapted for use,
    within schools to support the delivery of
    enterprise and the development of enterprise
    skills.
  • These resources may not be sold or in any way
    distributed for financial gain.

2
Market Research for Clarks
Students from Preston School and The Gryphon
School
3
Research Objectives
  • Investigate what 11-12 year olds think of the
    Bootleg brand and its posters
  • Investigate what styles and brands are in trend
    at the moment
  • Make recommendations to Clarks about the posters

4
Agenda
  • Profile of who we spoke to quant survey and
    qual groups
  • What target are wearing and opinions of brands
    (quant)
  • Including people who wear Bootleg
  • Whats cool / not cool (quant and qual)
  • Opinion of Clarks/ Bootleg in detail
  • Majority opinion versus minority who wear
  • Responses to tagline and logo
  • Response to posters
  • Conclusions and recommendations

5
Method
  • State what activities were undertaken

6
Clarks Focus Group Feedback
7
Focus Groups on Advert Research Findings
  • Boys
  • They thought that the models looked cool except
    the geek who was in school uniform.
  • They didnt like the background.
  • They thought the advert needed to be more
    interesting.
  • They thought the background of the advert should
    be blue instead of green.
  • Places they buy shoes are JJB Sports, Brantano
    and Sportsworld

8
Focus Groups on Advert Research Findings
  • Girls
  • The models should be older
  • The models should be more individual they should
    look more like normal people
  • They there should be more shoes in the advert and
  • the shoes on the advert should be bigger and more
    obvious.
  • When asked if they shop in Clarks the students
    said
  • its too expensive and reminds us of when we
    were younger
  • Places they buy shoes are New Look, Shoe Zone
    and Brantano

9
Focus Groups on Advert Research Findings
  • Boys and Girls Advert
  • They said there should be more shoes featured.
  • They didnt understand why the slogan was Take
    Control and sounded like something an alien from
    The Simpsons would say!
  • They didnt like the name Bootleg why is it
    called Bootleg

10
Suggestions for Improvement
  • Older models
  • Separate Bootleg outlets from Clarks
  • Focus on shoes in the advert
  • Models who are more natural

11
Potential models for advertising
  • Use trend setters and celebrities e.g. Miley
    Cyrus (Hannah Montana) and Bart Simpson. This
    would be expensive but a good idea because 11-13
    year olds like them.

12
Collage Analysis
13
The Cool Wall.
  • Cool picture

14
The Cool Wall.
  • Mainly sports focused.
  • Colourful (bright colours).
  • Dominated by major sports brands (Nike, Adidas,
    Puma).

15
Not On Your Life..
16
Not On Your Life..
  • School shoes mostly.
  • Bulkier.
  • Plain design.

17
Students view of Clarks
18
Students view of Clarks
  • Kids (mum chooses your clothes)
  • Old grandparents out of touch.
  • Academic serious
  • Female!

19
In conclusion
  • We found out that kids aged 11- 12 think that
    colourful, bold and sports-based shoes are
    desirable.
  • Major brands dominate. Brands that everyone knows
    about.
  • Clarks are not seen as fashionable. Clarks does
    not appeal to the Bootleg target market.

20
Clarks Logo Tag LineFeedback
21
Bootleg brand name
  • The word bootleg didnt seem to mean
    anything.
  • Not a cool name to be associated with.
  • Doesnt sound grown up.
  • Both male and female agree on these points.

22
Logo
?
The majority of male and female said the logo
didnt stand out.
23
Poster
This shows that the majority of 11-12 year olds
dont even notice the shoes in a poster that is
meant to advertise them. They also said the
posters didnt stand out.
24
Poster
  • From our results it shows that a lot of
  • 11-12 year olds thought that the poster was not
    an effective way of advertising shoes because the
    poster mostly focuses on the clothes.

25
Recommendations
26
Thank you for listening
We are happy to answer any questions
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