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Dollar Daz Marketing Research Report
 

Dollar Daz Marketing Research Report

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This presentation was for my Business Marketing class which I took in a 6 week term in spring of 2009. I did it with two of my classmates and we got an A for this project. We helped a local business ...

This presentation was for my Business Marketing class which I took in a 6 week term in spring of 2009. I did it with two of my classmates and we got an A for this project. We helped a local business develop a marketing plan to help with the sales. Both my professor and the store owner were very impressive of the quality of the work.

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    Dollar Daz Marketing Research Report Dollar Daz Marketing Research Report Presentation Transcript

    • DOLLAR DAZE Business Marketing Research Report
    • Our Team Member
      • Lanu
      • Ting Ting Wu
      • Wai David Tung
    • Introduction
      • BYU-Hawaii alumni Vivi and Penny opened Dollar Daze in October 2008 in Laie Shopping Center
      • Business Concept– Provide products cheaper than Foodland and services more accessiable than Wat-Mart
      • Target market--Residents of Kahuku, Hauula, and Laie & BYU-Hawaii students
    • Problems& Challenges
      • Misconception of name of the store
      • Lack of awareness of target markets
      • Lack of knowledge of positioning
    • Objectives
      • 4 main objectives
      • Find out wants and needs of target markets
      • Find out reasons for its unpopularity in Laie
      • Find out attributes of products provided by the store
      • Find out its propositioning
    • Exploratory Research
      • Focus group
      • Survey—BYU-Hawaii student
      • --- Community members
      • Findings / Results of their needs
      • Questions asked / Focused to understand their needs
      • Need daily necessities
      • Need cosmetics
      • Need simple party supplies
      • Want to have a clothing store
      Focus Group – BYU-H Students
      • Foodland
      • Its Weaknesses
      • Very Convenient location
      • Good Maika’i Program
      • Good movie rental machine
      • Good cereal sales
      • Expensive (students travel to buy cheaper goods)
      • Not much variety (like pots and pans)
      Foodland from students’ view
      • Dollar Daze’s first impression
      • Suggestions from students
      • Not many students know the store.
      • Students think it is a dollar store:
      • 1. Cheap
      • 2. Low quality
      • 3. Not durable
      • Should carry the products which satisfy students’ needs (e.g. bike, skateboard, etc.)
      • Should have good quality products for certain types of goods (electronics)
      • Should have a better promotion plan to increase its publicity
      Dollar Daze’s Publicity
    • Suggestions for Campus Promotion
      • Setting up a booth at World Fest and World Expo to promote the store
      • Doing a sales promotions to students
      • e.g. Sales Discounts
      • Setting a counter at the Seasider to promote its products
      • Sponsoring BYUH campus activities to promote the store and increase its publicity
    • Survey
      • Used both online and paper surveys to gather the data.
      • Sampled 85 students and 43 community members
      • Students’ Preferred Gifts
      • Students’ Budget & Shopping Behavior
      • 1 st Jewelry
      • 2 nd candies and chocolate
      • Spend most on groceries
      • Consider price as the most important factor
      • Customer service as the least important factor
      Survey Findings- Students
      • Wish items in Laie
      • Facts of Dollar Daze
      • Clothes
      • Bike
      • Electronic devices
      • Computers
      • Gifts
      • Food (like Asian food)
      • Groceries (like Asian food)
      • Snacks
      • Daily necessities
      • More than 60% of students heard of the store
      • About 25% of students shopped there because of price
      • About 30% of students shopped there out of curiosity
      Survey Findings-Students
    • Facts of Dollar Daze (Cont.)
      • Students shopped the following items:
      • 1 st Candies
      • 2 nd Party appliances
      • 3 rd Gifts
      • 4 th Daily necessities
      • Their Preferred Gifts
      • Their Budget and habits
      • Candies and chocolate
      • Picture frames
      • Cards and gift cards
      • Jewelry (Most popular)
      • Clothes
      • Food
      • Balloons
      • Housing appliances
      • Spend most on housing appliances and groceries
      • Price - the most important
      • Location is as important as customer services
      Survey Findings-Community Members
      • Wish Items in Laie
      • Facts of Dollar Daze
      • Clothes
      • Jewelry
      • Most people heard of the store
      • Most people shopped because of cheaper price
      • Candies – most popular good for the community
      Survey Findings-Community Members
      • Strength of Dollar Daze
      • Weaknesses
      • About 60% of residents here heard of the store
      • Low price (People want cheap products)
      • Good location – willing to pay more for convenience
      • Great customer impression
      • Store name creates a wrong assumption – “Cheap price means low quality”
      Conclusions from survey
      • Wish items in Laie (Overall)
      • 1 st Clothes
      • 2 nd Jewelry
      • 3 rd More variety of Food
      Conclusions from survey
    • Recommendations
      • Promotion Plan
      • Have signature products and services (Uniqueness)
      • Participate in BYUH campus activities
      • Sponsor community and school functions
      • Promote themselves by having a promotional draw
      • Offer promotion discount
    • Recommendations
      • Product Mix and in-store organization
      • Use face-lifts
      • Provide more varieties of candies and party supplies
    • Thank You