Mini Focus Group - Essay Example

Harry’s Razors Introduction Harry’s Razors is a company specializing in manufacturing shaving blades, shaving creams and accessories. This paper outlines important features of Harry’s razors in the market through the eyes of consumers. In the market, razors have been overpriced while they are of low quality. Analysis of men’s razor industry reveals various razor brands. There is a growing trend of men wishing to shave. But, there are those who prefer Razors while other prefer other means.

There is a change in the lifestyle of men with the current trend of shaving to look good. For Harry’s Razors, the goal is to satisfy Shaving Razor target audience in their marketing and advertising. Sudden change in life choices are the driving force for such campaigns. The company tries to develop quality products to satisfy consumers of shaving products. There has been a drastic improvement in demand for men’s grooming products. Even though, the market has been on an increase, today’s blades are far much stronger, sharper and last longer.

This means that razors are less re-purchased than before. Over the years, advertisements on Harry’s razors have incorporated clients’ personality and attitudes (Rawle, 2009). This research focuses on Clients of Harry’s shaving product. The focus group gives vital information that assists the company improve products functionality and quality. This research concentrates on students as the focus group. The research takes place in the undergraduate section of the universities’ library and takes an hour.

Conclusions were done later by the moderator. Context There have been complaints from consumers about different brands of shaving razors. Therefore, Harry’s company promises a smoother and safe shaving experience. For better marketing of Harry’s shaving products, research should correspond with reviews from customers on various segments. These segments are represented by a focus group of 3 male undergraduate students. Students are interviewed at individual levels. Through the study, the company understands behavioral trends, values, attitudes, lifestyle choices and personality about their products.

Harry’s products come at a discount, relatively cheap and elegant. The behavioral aspects of consumers of Harry’s products relate to their lifestyles and consumption behaviors. In relation to consumer’s attitudes and choices, the research dwells on the perceptions of clients in relation to Harry’s Razors products. The research wishes to explain different personality and attitudes towards usage of these products. In relation to geographical location, the research wishes to reveal how the firm has penetrated the market in terms of marketing and distribution.

With the advent of technology, firms do not have geographical limitations. Through the internet companies can reach clients at vast places. Purchases may be done online and subsequently distributed with minimal additional costs. Values of customers are another aspect of Harry’s Razor strategy. Customers feel their values respected when they consume better products. Harry’s company offers this advantage to customers by providing high quality and affordable products. The company produces blades 16 packed blades whose lifespan is 6 days (Rawle, 2009).

These specific consumers have an advantage of ordering for new blades once the other is disposed. Unlike other products, consumers of Harry’s Razors have options in renewing their shaving blades. Research Method The research involves a face- to- face interview within the library. The persons being interviewed on Harry’s Razors are men of between ages 18-25. The research process took approximately an hour. The study concentrates on this group of individuals because of their similar lifestyle trends.

Men at this age live frugal lifestyles. Razor making firms belief that this is the group that would buy their products for life. The perception is that men at this age test different shaving products to find out which suits them. The study ignores the geographical aspect and dwell on internet communication though. This research is carried out in a library; the interviewer is a student while 3 students responding to questions. The study involves a variety of questions directed towards attaining information on Harry’s Razor products.

Are Harry’s Razor products of Better Quality There has been a growing trend in men having an interest in owning shaving Razor blades. But the quality of razors has made repeat of purchasing less frequent among clients. The blades seem to have a long usable lifespan. The purpose of this research is to understand the quality of Harry’s Razor disposable product. The question directed to the interviewed, wishes to understand their frequent usage of Harry’s Razor shaving products. The question also wishes to estimate the percentage of students using the products.

One is able to compare the usage of Razor blade technology in shaving as compared to other type of technologies. Are Harry’s products affordable? Over the years, shaving products have undergone various changes. In the past shaving was expensive. It so true that cost of these products have an effect on the attitude of clients. Various advertisements by Harry’s Razor have changed personalities of buyers. So it is imperative to analyze customers’ views on the cost of Harry’s razor blades in relation to other companies.

Harry’s Razor products are relatively cheap and have better quality. The advertisements of the product show that they are cheap and have blades of better mass. In comparison with other products Harry’s products are said to be affordable. Personality is another driving force for consumers, and Harry’s Razor produces products of high quality at affordable prices. Does Harry’s Razor Design Better Products? Are Harry’s Razors of better design? Adverts about Harry’s Razor shows that they are uncluttered and clean.

The focus group would provide details on this. The product is made of polymer with zinc coating satisfying the needs of clients in terms of use. The product has better mass packed with 16 packs to last for approximately 6 days. The firm has been able to secure clients with the auto replacement program Is Harry’s Razor Advertisement Strategy Effective? Corresponding to individuals’ lifestyle Harry’s Razor through advertisement has been received by a wider audience. The advertisements have incorporated various attitudes of clients.

Their advertisement has had an effect on consumption and the introduction of new markets. These advertisements run through the internet. The organization also has a department for handling clients. Their website and marketing teams assists in the distribution of information and products. The focus group gives their view on the advertisement and marketing strategy. Does Harry’s Razor offer Discounts? Compared to other products does Harry’s Razor offer its products at a discount? These products get to clients at discount.

The products are at a discount since the firm offer the Razor shaving product alongside other products. The company offers these products with right handles, with shaving creams and with the right quality blades. The company uses high quality materials in manufacturing of their blades and other products. The razors are safe and have unique sets of handles. Its discount includes extra blade cartridges, shaving creams and shaving brush Discussion/ Conclusions These questions were directed at the three respondents personally.

Each individual was given time to respond to the question before proceeding to the next. From the interview, two individuals rate Harry’s Razors as of high quality. They have the opinion that though Harry’s product resembles others in the market, it is of high quality and affordable. One individual further point out that Harry’s Razor blades are fine thus offers satisfaction. The firm needs to further improve their blade quality to meet other more clients. Advertisement should be vital for this company to meet all markets.

The firm needs to develop products to meet the needs of high end users. Since Harry’s Razors concentrates on basic products, the high end market is growing. The company needs to satisfy this market. Compared to other blades in the market, Harry’s Razors are much affordable. The focus groups response to this is that the firm’s products are cheaper compared to other companies. They argue that although its blades are expensive than some in the market, Harry’s Razors are of a higher quality.

This therefore would influence the branding strategy of the organization. The firm needs to develop a branding strategy that displays them as offering cheaper products. From the focus group, the firm needs to improve their advertising strategy to meet all markets. Since the design is the best feature of their products, the team of the focus group argues that the firm should develop products of diverse colors. The team further argues that future engagement of the company need to incorporate customers when designing products.

Appendix Research questions 1. Are Harry’s Razor products of Better Quality? 2. Are Harry’s products affordable? 3. Does Harry’s Razor Design Better Products? 4. Is Harry’s Razor Advertisement Strategy Effective? 5. Does Harry’s Razor offer Discounts? References Rawle, S. L. (2009). U.S. Patent No. 7,540,087. Washington, DC: U.S. Patent and Trademark Office.