Explain what kind of research was conducted by the Marketing Manager of Swish to locate a problem?

Answer 1

Case Study Consumer Behaviour

The core of marketing concept is to understand consumer needs and develop products/services that meet these needs. 'Swish' is a brand of jackets based in Pakistan which has been selling Jackets to the mass market since 1980 in Pakistan. They did not take pain to study changing behavior s of the consumers hence couldn't even think about segmentation of the markets until their sales went down.

In 2010, a newly selected Marketing Manager Mr. Muhammad Ali conducted survey from the consumers by floating a number of question s regarding their choices. The study found that its greatest market of baby boomer (A baby boomer is a person who was born between the years 1946 and 1964) has grownup and their need had changed. He also found that needs of the young consumers was rapidly changing. Therefore, they came up with a solution and segment the market by launching different brand under the corporate brand name of swish as follows: 'Swish seniors', 'Swish Boys' 'Swish girl', 'Swish Kids'. This separation of the market into different slots, targeting various groups and fulfilling their need not only increased their sales but also covered the pervious loss. Mr. Muhammad Ali is planning to enlarge the offerings of the company by entering into shirts, jeans, suits and Skirts. Success in segmentation also motivating them to cross the boundaries and launch its brands into East Asian countries.