Pelican Case Study

Section 1 Nature and Background of the Campaign

This section consists of the introduction to the campaign. In addition, the problem discussion, the purpose, the research questions, the definitions, the delimitations, and the structure of the report are presented.

1. Introduction

Pelican Stores is a chain of women's apparel stores operating throughout the country. The chain recently ran a promotion in which discount coupons were sent to customers of related stores. The pelican's management has recently encountered problems with low sales volume and lack of data base for the customers. The management has decided to run a campaign that would attract more customers and build on the current profiles for later campaigns.

2. Problem Discussion

The problem at pelican appears to be characterized in the following points:

• Lack of knowledge about the distribution of customer's age

• Lack of knowledge about the regular customers of the store

• Effectiveness of promotional campaigns that would lead to increased sales.

• Acquiring new knowledge about the preferred method of payment for the customers

3. Purpose of the Report

The purpose of this report is to produce a customer profile building on the current customer base of information. This profile contains the type of customers more likely to repeat business with the chain and preferred method of payment.

The report also investigates the promotional campaign which was run recently to test its effectiveness and efficiency in increasing the sales volume or attracting more customers.

4. Research Questions

The research questions in this report can be identified by the following four questions:

• Q1: What are the current profiles of customers at pelican stores?

• Q2: How pelican stores can increase its sales volume?

• H1: There is a strong association between sales and customer age

• H2: There is a strong association between sales and discount related to...