40f Company Essay

1258 words - 6 pages

Objetivo de la investigación
Se quiere definir un nuevo producto con potencial de cara a desarrollar internamente durante el 2014 para lanzamiento al mercado. La marca posee una idea de nuevo producto, que presentará en forma de concepto en la investigación entre su target market. La marca deberá extraer potenciales mejoras de la idea (antes de proceder a su desarrollo) y por supuesto, establecer si su potencial de negocio es o no interesante. Así pues, La marca deberá extraer un concepto mejorado a partir del concepto inicial.
La compañía
4OF es una compañía que se dedica al sector de gran consumo, siendo la marca líder en fabricación de mecheros eléctricos para cigarrillos. Nos ...view middle of the document...

PACKAGING: Blister (120 mm x 125 mm)

Objetivo de negocio
Un mechero USB zBurner es el compañero ideal para el fumador del siglo XXI. ¿Quién no quiere hoy un vehículo eléctrico? Empecemos por el mechero :)

Inicio de la investigación
Definido ya el objetivo de la investigación, pasamos ahora a la acción. Planeamos una investigacion de tipo exploratoria, de carácter cualitativo en forma de focus groups. En un primer lugar haremos un pequeño formulario de captación (anexo 3) el cual pasaremos a unas 60 personas de las que seleccionaremos a unos 6 para realizar un primer mini-focus group a modo de “tasting experience”. Según los siguientes criterios: Fumadores de cigarrillos, que utilicen mechero, 20-35 años y fumen diariamente. Las dos primeras primeras condiciones son obvias, nuestro mechero solo sirve para encender cigarrillos no para otro tipo de tabaco. La edad creemos que entre los 20 y 35 años esta nuestro target ya que en esa edad la gente es más consciente con el tema medioambiental y todos están familiarizados con los USB y tienen ordenador. El hecho que fumen diariamente es muy importante ya que estamos vendiendo un mechero recargable que nunca se acaba.

Guía de conversación primer focus group
Intentaremos incidir en el concepto, formulando preguntas para ver si se entiende y que dudas surgen sobre este. Insistiremos en su evaluación, que cosas cambiaria, como mejorarlo, etc. Citamos a las 6 personas seleccionadas en maria de molina 4, el dia 28 de noviembre 2013 y comenzamos con el desarrollo de este.
Presentación de la Compañía 4FO
Presentación del tema: “Aquí todos somos fumadores”
- con que frecuencia fuman?
- que tipo de tabaco fuma? Cigarrillos – puros – tabaco de liar – pipa
- que instrumento utiliza usted para encender su tabaco? Mechero – cerillas otros_____________
- donde suele usted comprar este instrumento? Estanco – supermercado – bares –tiendas de alimentación (chinos) – kioscos – otros__________
- con que frecuencia suele comprar este instrumento? Al menos una vez a la semana – una vez cada quince días – una vez al mes - _______________
- Cuales son los atributos que mas valora de un mechero?
En este momento enseñamos los entregables con la idea a promocionar (anexo1).
Les explicamos su funcionamiento: eléctrico, respetuoso con el medioambiente. El producto se recarga con una batería de litio a través de una salida USB, esto permite encender cigarrillos con una resistencia que produce calor. Una carga completa otorga hasta 300 encendidos. Los 4OF funcionan bajo cualquier condición meteorológica.
- Que le parece?
- Que cambiarian? Les parece practico? Las dimensiones? El diseño y los colores? Que precio pondrían? Que cualidades/atributos a mejorar?

Conclusiones del primer focus group:
Tras realizar el primer focus group obtuvimos las siguientes conclusiones: Atrae mucho el hecho de que puedas usarlo bajo condiciones...

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