>>04 Back to basics

Right at the beginning of this semester we were introduced to:

- Personas

- SWOT analysis

- Perception maps

...so we thought we would go right back to basics and apply these 3 strategies to our project brief: Peacocks.

Personas:

After carrying out our market research we created 6 personas that we felt summarised the types of people we surveyed.  5 out of the 6 personas are female because 90% of the people we surveyed were female.  Creating personas has helped us think about narrowing our target audience.

SWOT analysis:

To kick off strategy formulation we separated internal factors (strengths v weaknesses) from the external factors (opportunities v threats).  This procedure is what makes a SWOT analysis a powerful and appropriate tool.  When creating this SWOT analysis we were able to uncover opportunities i.e. introducing more Pearl Lowe clothing lines within Peacocks.  This is something we can exploit for Peacocks as a business.

When looking at the weaknesses of the store we were realistic.  In doing so, we were able to identify what Peacocks competitors do that Peacocks don't  (and therefore need to do).

Perception Map:

X axis: Stylish V Plain

Y axis: Expensive V Cheap

In relation to the X and Y axis, we asked a number of people to place Peacocks on the appropriate part of the perception map.  We also asked them to place Peacocks main competitors -New Look and Primark on the map. For comparisons sake we also asked them to place Topshop on the map.

The results are as follows:

The perception map illustrates that Peacocks is in the plain and cheap sector.  It's main competitor New Look is seen to be in the stylish and cheap sector.  This is the desired sector for Peacocks.  Our aim is to achieve this.