Gucci Case

GUCCI Market Research Case

1. Gucci would like to know if including promotional games will help increase the readership of the new developed catalog, and if yes, if this will increase Gucci product sales.

After the problem has been identified and we have had a conversation with management about the objectives, we can understand that there is not much uncertainty about the problem, since it is clearly defined, causal research may be the best approach. However, some exploratory and descriptive research would be helpful to understand customer preferences.

Exploratory: Two focus groups, one with Gucci customers selected from Gucci’s database and one with prospective customers that are able to afford Gucci products but do not buy the brand. Focus groups would discuss the participant’s attitude towards Gucci, catalog shopping and promotional games.

Descriptive: We will design a questionnaire to be given to current Gucci customers while processing their purchase that will acquire information about their attitude towards catalog shopping and intent of using a promotional game for discounts.

Causal: We would like to test the effect of the promotional games in the catalog by launching it only in one market, preferable a single store and provide the catalog with games there. After a three-month test we will measure the increment or decline of sales on such store before and after the trial. To make sure that these results are not affected by external causes, we will have a comparison store where the catalog was not given out.

2. By just reading the questionnaire it is not clear if it is used for an in depth interview (since it explains: “I am going to show you a Gucci catalog” after question 12) or if it is just given out. The questionnaire is long and confusing. It is hard to decipher if the focus is about Gucci, catalog-shopping perception, and promotional games. Since the problem Gucci is focusing on is the catalog promotional games, it should only focus on finding...