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40f Company

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Objetivo de la investigación
Se quiere definir un nuevo producto con potencial de cara a desarrollar internamente durante el 2014 para lanzamiento al mercado. La marca posee una idea de nuevo producto, que presentará en forma de concepto en la investigación entre su target market. La marca deberá extraer potenciales mejoras de la idea (antes de proceder a su desarrollo) y por supuesto, establecer si su potencial de negocio es o no interesante. Así pues, La marca deberá extraer un concepto mejorado a partir del concepto inicial.
La compañía
4OF es una compañía que se dedica al sector de gran consumo, siendo la marca líder en fabricación de mecheros eléctricos para cigarrillos. Nos caracterizamos por la continua innovación en nuestros productos. Los principales competidores a los que nos enfrentamos son BIC y Zippo. Estamos dirigidos a un segmento de la población que sean fumadores habituales de cigarrillos.
El nuevo producto
El nuevo producto que estamos lanzando consiste en un mechero que no necesita ni gasolina ni gas para funcionar. Es un encendedor eléctrico, práctico y respetuoso con el medioambiente. El producto se recarga con una batería de litio a través de una salida USB, de manera que con solo conectarlo a un ordenador ya se recarga, esto permite encender cigarrillos con una resistencia que produce calor (anexo1). Una carga completa otorga hasta 300 encendidos a la máxima potencia, además como la batería de litio no tiene "efecto memoria", se puede recargar el mechero las veces que se desee sin esperar a su descarga completa. Facilitando así su uso. Los 4OF funcionan bajo cualquier condición meteorológica. La lluvia o el viento ya no afectarán cuando se necesite un mechero. Por último, al no llevar líquidos, pueden ser transportados en las cabinas de los aviones. Las especificaciones técnicas del producto son las siguientes:
MEDIDAS: 54 mm x 15 mm x 10 mm
PESO: 45 gr.
PACKAGING: Blister (120 mm x 125 mm)

Objetivo de negocio faltaaa Un mechero USB zBurner es el compañero ideal para el fumador del siglo XXI. ¿Quién no quiere hoy un vehículo eléctrico? Empecemos por el mechero :)

Inicio de la investigación
Definido ya el objetivo de la investigación, pasamos ahora a la acción. Planeamos una investigacion de tipo exploratoria, de carácter cualitativo en forma de focus groups. En un primer lugar haremos un pequeño formulario de captación (anexo 3) el cual pasaremos a unas 60 personas de las que seleccionaremos a unos 6 para realizar un primer mini-focus group a modo de “tasting experience”. Según los siguientes criterios: Fumadores de cigarrillos, que utilicen mechero, 20-35 años y fumen diariamente. Las dos primeras primeras condiciones son obvias, nuestro mechero solo sirve para encender cigarrillos no para otro tipo de tabaco. La edad creemos que entre los 20 y 35 años esta nuestro target ya que en esa edad la gente es más consciente con el tema medioambiental y todos están familiarizados con los USB y tienen ordenador. El hecho que fumen diariamente es muy importante ya que estamos vendiendo un mechero recargable que nunca se acaba.

Guía de conversación primer focus group
Intentaremos incidir en el concepto, formulando preguntas para ver si se entiende y que dudas surgen sobre este. Insistiremos en su evaluación, que cosas cambiaria, como mejorarlo, etc. Citamos a las 6 personas seleccionadas en maria de molina 4, el dia 28 de noviembre 2013 y comenzamos con el desarrollo de este.
Presentación de la Compañía 4FO
Presentación del tema: “Aquí todos somos fumadores”
EMPEZAMOS A SUCITAR EL DIALOGO ENTRE LOS PARTICIPANTES
- con que frecuencia fuman?
- que tipo de tabaco fuma? Cigarrillos – puros – tabaco de liar – pipa
- que instrumento utiliza usted para encender su tabaco? Mechero – cerillas otros_____________
- donde suele usted comprar este instrumento? Estanco – supermercado – bares –tiendas de alimentación (chinos) – kioscos – otros__________
- con que frecuencia suele comprar este instrumento? Al menos una vez a la semana – una vez cada quince días – una vez al mes - _______________
- Cuales son los atributos que mas valora de un mechero?
En este momento enseñamos los entregables con la idea a promocionar (anexo1).
Les explicamos su funcionamiento: eléctrico, respetuoso con el medioambiente. El producto se recarga con una batería de litio a través de una salida USB, esto permite encender cigarrillos con una resistencia que produce calor. Una carga completa otorga hasta 300 encendidos. Los 4OF funcionan bajo cualquier condición meteorológica.
- Que le parece?
- Que cambiarian? Les parece practico? Las dimensiones? El diseño y los colores? Que precio pondrían? Que cualidades/atributos a mejorar?

Conclusiones del primer focus group:
Tras realizar el primer focus group obtuvimos las siguientes conclusiones: Atrae mucho el hecho de que puedas usarlo bajo condiciones meteorológicas adversas. Tambien el hecho de que sea ecológico y no dañe el medioambiente. Sus dimensiones son aceptables, pero el diseño no gusta y demandan un diseño más atractivo y con más variedad de colores. La mayor revelación fue el detectar que a todos los participantes les preocupaba el hecho de perder su mechero, ya que esto les solia pasar a menudo y siempre tenían que estar comprando nuevos mecheros o estar siempre pidiendo un mechero a otras personas. Respondiendo a estas sugerencias diseñamos un nuevo producto mejorado, que se distingue del anterior por una particularidad extra que consiste en un método que posee para quedarse enganchado de la cajetilla. Se trata de una especie de clip que hace que el mechero se pueda enganchar en la parte superior de la cajetilla. Como la longitud de este es la misma que la de la cajetilla (5,5 cm), resulta muy cómodo su uso (anexo2). Lo que permite a los consumidores siempre tenerlo a mano y evitar que se pierda. Adicionalmente modificamos el diseño para hacerlo más atractivo y ampliamos la gama de colores.

Nuevas preguntas añadidas al focus group
- No os pasa que pierden mucho el mechero? O que compran una cajetilla y no tienen con que prender? O los fines de semana que pierden el mechero? O de repensé se encuentran mucho mecheros en el bolso o en el sofá?
- Les molesta que la gente les pida fuego?
- Que les parece si existiese un mechero que no se puede perder por mas raro que eso suene, como se lo imaginarían? Lo comprarían?
En este momento enseñamos los entregables con la idea a promocionar (anexo2).
Conclusiones del segundo focus group
En un principio el sistema no se entendia bien pero al enseñar el entregable (anexo2) y hacer una demostración con un prototipo y un cajetilla de como seria, quedo muy claro y las reacciones fueron muy favorables. Tambien fueron favorables las reacciones sobre el nuevo diseño y la posibilidad de multiples colores. “Es practico, no se gasta, no se pierde y además es cool” afirmo el sujeto 2.

Conclusiones finales

Anexos

Anexo1

Anexo 2

Anexo 3

Muchas gracias por acceder a realizar este pequeño formulario. 1. ¿A qué rango de edad pertenece? * 18 – 20 * 21 – 25 * 26 – 30 * 31 – 35 * 36 – 40 * 41 – 45

2. ¿Es usted fumador? * Si. * No.

3. ¿Con qué frecuencia fuma usted? * Diario. * Un par de veces a la semana. * Los fines de semana. * Ocasionalmente.

4. ¿Qué tipo de tabaco fuma? * Cigarrillos. * Puros. * Tabaco de liar. * Pipa.

5. ¿Qué instrumento utiliza usted para encender su tabaco? * Mechero. * Cerillas. * Otros ________________

6. ¿Dónde suele usted comprar este instrumento? * Estanco. * Supermercado. * Bares. * Tiendas de alimentación (Chinos). * Kioscos. * Otros __________________

7. ¿Con qué frecuencia suele comprar este instrumento? * Al menos una vez a la semana. * Una vez cada quince días. * Una vez al mes. * ____________________

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