Our team has been conducted primary
research by publishing a questionnaire on Facebook and interviewing people
face-to-face in order to provide you more valuable information about Chopard’s
and Bulgari’s brand awareness. With this survey we wanted to test if people see
those brands as lovemarks, regular brands or just commodities.
Limitations of the survey were that due to
the limited time, we could only ask a small number of people. In addition to
that participants (70% women, 80% of them between 21 and 25) were not exactly
in the age of the core target.
Keeping this in mind the following
conclusions have been made out of the survey results:
Firstly we used the brand recall technique
in order to find out how well the brand names are connected with their
category. Therefore we asked consumers to write down the first five jewelry
brands they think of.
The results were quite positive: Bulgari
was mentioned in 67% of the cases and Chopard in 22%.
Secondly the recognition test was used for
examining the memorability of the companies’ signature collections.
Participants could choose several collections out of four options from four
different companies.
In this case we found out that 22% had
heard about Chopard’s happy diamonds collection and 19% had heard about
Bulgari’s diva collection.
This is quite interesting as it indicates
that people who mentioned Chopard in the first question recognize its signature
collection whereas participants who recalled Bulgari don’t necessarily know the
company’s signature collection.
Our third question was asked to find out
the brand preference. We gave our partakers five brands from which they could
chose one.
As we can see in the diagram,
11% would prefer Bulgari over the other four otions and no one would chose
Chopard as their first choice. The “winner” in this category is Cartier with
62% followed by Tiffany with 23%.
Even though we know after this that our
two brands might not be the first choice for most of the people when buying
jewelry, we were curious to test if some people perceived them as lovemarks.
Thus, we tested it based on Kevin Roberts questionnaire in his book “Lovemarks:
the future beyond brands”.
Again the outcomes were interesting.
Although no one preferred Chopard over the four other brands as a first choice,
it was tested as being a lovemark for 8% of the interviewed people while
Bulgari had this outcome only in 4% of the cases.
Anyway, this is a quite low result for
both brands. Especially if we realize that both brands are even more perceived
as a commodity than a brand according to this test.
In this case we have
to be honest and come back to the fact that this test might not be 100%
representative.
The final question within this survey was
to relate Bulgari and Chopard with three words that come to participants’
minds.
The brand Bulgari is associated mainly
with luxury, being expensive and colorful:
In the Chopard’s case most of the interviewed
people don’t have any link to the brand. Others connect it with being
expensive, luxury and watches (more than jewelry!):
To sum up this post, we can assume that
Bulgari’s communication strategy works better to increase brand awareness.
Hence, we want to give you an example of Bulgari’s current strategy: “Bulgari tries to rejuvenate
consumer interest in its updated Omnia Crystalline fragrance through a dedicated
microsite that hosts the advertising campaign and scent notes. This
microsite focuses only on the latest of the Omnia fragrances, rather than the
entire collection. By focusing on a specific product, consumers are able to
have an in-depth experience with one facet of the collection rather than
struggle to grasp information for multiple products.”[1]
We truly believe that this might increase the
awareness and the relationship Bulgari has with its customers. To start with a
microsite for the new scent is a good strategy as not everybody can afford
Bulgari’s jewelry but perfume might be affordable for a number of consumers and
could be an entry to Bulgari’s world.
In order for you to know about which perfume we are talking about we want to show you this concluding video:
AB, MK, TP, KV, SG
Sources
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