9.1 – Marketplace Research
XIXILI Pavilion, Kuala Lumpur
XIXILI Pavilion is one of the largest stores in Malaysia. The shop located next to the escalator. The environment of XIXILI in Pavilion is very good. This store using red color as the main tone, it creates a very luxury and fabulous mood.
The products are all well arrange in category, from t-shirt bra, lace, flowery to sexy. There are total of 5 professional fitter in XIXILI Pavilion, to make sure every lady can enjoy the hands-on bra fitting service. They are all trained and experienced on giving fitting service.
There is a big and comfortable sofa in this store, and every fitting room furnished with a huge mirror and also a mini sofa. It give every customer a very relax feeling. Hence you will enjoy shopping in XIXILI pavilion.
9.2 – Market Observation
Place: XIXILI Pavilion
Time: from 1:00pm to 4:00 pm
Date: 16 July 2011
| Race | Age | Description | Did they purchase the product? |
| Middle east | 30 | Walk in alone. Tried on product. | Yes |
| Middle east | 32 | With one kid. Tried on product. | Yes |
| Chinese | 45&60 | Daughter bring along mother. Tried on product. | Yes |
| Chinese | 26 | Single lady. Looking around. | No |
| Chinese | 45&18 | Mother with daughter. Tried on product. | Yes |
| Chinese | 58 | Alone, walk and look around. | No |
| Chinese | 29 | With boy friend. Tried on product. | No |
| Middle east | 30 | With husband, looking around. | No |
| Malay | 29 | Alone. Checking out new arrival. | No |
| Malay | 35 | With husband. Tried on product. | Yes |
| Indian | 27 | Single lady, tried on new arrival. | Yes |
| Chinese | 40 | With husband, tried on promotion item | Yes |
| Chinese | 35 | With kid, look around | No |
| Chinese | 24 | With boy friend, look around. | No |
| Chinese | 20 | With friends, tried on new arrival. | Yes |
| Malay | 26 | Tried on product. | Yes |
| Chinese | 47 | With a kid, look around. | No |
| Middle east | 26 | With friends. Looking around. | No |
| Chinese | 33 | With friends, tried on product. | No |
9.2.1 Table of customer walk in to XIXILI Pavilion on 16 July 2011 from 1pm to 4pm.
Total walk in customer: 35 people
Tried on product: 10 people
Purchase product: 9 people
Most of the customers are above 30 years old. Most of them will purchase product from XIXILI after they try on it. You will amazed by the feel of wearing it, like XIXILI motto, uplifting you always.
9.3 – Online Survey
I, Online survey part 1
Done by 15 July, this survey complete with 15 questions.
Question:
1. What is your gender?
2. What is your age?
3. Your education level?
4. Your occupation?
5. Your income range?
6. Which of these lingerie brands do you know?
7. Do you think you wearing a suitable size of bra?
8. What will you consider when you buying lingerie?
9. How much would you willing to spend to purchase a bra?
10. Have you try on XIXILI bra before?
11. Do you know that XIXILI professional fitters are trained and provide every lady a hands-on bra fitting service?
12. Do you interest to try XIXILI professional bra fitting service? (90% of women don't know how to wear bra)
13. Which XIXILI outlet are you familiar with?
14. Will you go and find out more about XIXILI or try their unique hands-on bra fitting service after this?
15. Please give your suggestion for XIXILI to improve.
From the result of this online survey, we can conclude that XIXILI is not a well-known brand among young adult from age 21-25. 80% of them never try on XIXILI bra and 70% of them willing to go to XIXILI and find out more about it.
For the advertising and promotion part, XIXILI is not strong enough based on the results from online survey. XIXILI advertisement is seldom seen in media includes TV, radio and billboard.
9.4 – Interview
E-mail interview
Date: from 15 June to 12 July 2011
Date: from 15 June to 12 July 2011
To: Sabrina Tai
Position: Marketing Executive of XIXILI Intima
Interview with Sabrina Tai who is the marketing executive of XIXILI Intima, unfortunately there is no any official information from her. Regarding XIXILI Intima is now preparing for the annual sales on coming August.
Walk-in interview
Date: 18 June 2011
To: Alice
Position: Experienced sales person in XIXILI Mid Valley
Interview with Alice who is a very professional bra fitter, she gave me the XIXILI office number and address.
Walk-in interview
Date: 16 July 2011
To: Lisa
Position: Experienced sales person in XIXILI Pavilion
Interview with Lisa who works at XIXILI as bra fitter and sales person for 8years since XIXILI first found in 2003. She is very professional in giving tips on choosing suitable bra. At the end I got basic company information from Lisa which is the company history and background.
9.5 – Others
I, online research
· Competitor’s history, past advertising methods and store design.
· Advertising agencies.
· Promotional tactics by fashion brands worldwide.
· Advertising done by global and local fashion brands.
II, Fact finding
III, Observation
· Observing the target market of the competitor’s store.
IV, Survey, Questionnaire and interview
Survey and interview with random people in shopping mall.