MKTG 2010 Marketing Research Calvin Klein Research Proposal

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MKTG 2010 Marketing Research Calvin Klein Research Proposal

Overview of Calvin Klein Sports Brand

In the late 1980s and early 1990s Calvin Klein dominated the perfume industry by introducing fashionable brands. The fragrance was seen to be trendy and cool and this propelled Calvin Kleinto be the most popular brand for the next thirty years. The public considered someone who had a Calvin Klein Scent to be cool. In the following 30 years, His innovations made Calvin Kleinbrand to be the most popular perfume scents worldwide. Calvin Klein holds dear to being andinnovative designer full of youthfulness and designer. This can be seen by the frequent number of sportsmen and sportswomen who have featured in the marketing advertisement. Eternity,Obsession and Unisex are some of the revolutionary scents that Calvin Klein has launched. Toadd to his brand of perfumes Calvin Klein has introduced Calvin Klein Sport. This is in anattempt to help him take a bigger share of the cologne market. Calvin Klein would like to featureeither Michael Jordan or David Beckham in his new add for Calvin Klein Sports. He is howeverat a loss on how the customers would react towards the advertisement and how their subsequentpurchases will be.The purpose of the Calvin Klein market researchThis research aims at exploring the market’s attitude towards having Michael Jordan or DavidBeckham in the Calvin Klein Sport new advertisement and the subsequent purchase intentions ofcustomers. Calvin Klein company’s main goal is to ensure that Calvin Klein takes a large chunkof market share of the fragrance market with the addition of Calvin Klein Sport to its range ofperfume brands.Measurable symptoms from the root problemIn marketing research definition of the problem is the most important step. Symptoms areindicators or signals of problems. Identifying the symptoms of the problem will help the

company in revealing the root cause of the problem. At Calvin Klein Company, the mainsymptom is the difficulty in determining the customers purchase intention if they featuresportsmen, particularly Michael Jordan and David Beckham, in the new add for the newlylaunched Calvin Klein Sport fragrance brand. Unraveling how customers will react is essential inincreasing the market share market share of Calvin Klein company in the fragrance market withthe launch of the new product Calvin Klein Sport fragrance. With a clear understanding of theroot problem’s symptoms, Calvin Klein can then formulate strategies on how to advertise theCalvin Klein Sport fragrance to increase its market share.Clarification of information needsIn formulating an advertising strategy, the focus should be on creating customer interest inpurchasing the product or service. Therefore, Calvin Klein Company has to understand thecustomers’ perception and how they will convey their marketing and advertising messages. Thecustomers require information that addresses their needs and elicits desire.

MKTG 2010 Marketing Research Calvin Klein Research Proposal