{"id":3139,"date":"2020-01-14T13:37:50","date_gmt":"2020-01-14T12:37:50","guid":{"rendered":"https:\/\/makevision.cz\/?p=3139"},"modified":"2020-11-24T22:25:30","modified_gmt":"2020-11-24T21:25:30","slug":"kara-online-focus-group-pripadova-studie","status":"publish","type":"post","link":"https:\/\/makevision.cz\/kara-online-focus-group-pripadova-studie\/","title":{"rendered":"Kara: jak obl\u00e9knout v\u00edc lid\u00ed do k\u016f\u017ee od tradi\u010dn\u00ed \u010desk\u00e9 zna\u010dky?"},"content":{"rendered":"\n[et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“4.0.2″ background_color=“#f9f9f9″ custom_padding=“0|0px|4px|0px|false|false“][et_pb_row column_structure=“2_5,3_5″ _builder_version=“4.0.2″ background_enable_color=“off“ custom_padding=“25px|10px|3px|10px|false|false“ border_color_all=“#332f21″][et_pb_column type=“2_5″ _builder_version=“4.0.2″ background_color=“#8b84d7″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text _builder_version=“4.0.2″ link_font=“||||on||||dotted“ link_text_color=“#ffffff“ ol_text_color=“#ffffff“ ol_font_size=“13px“ header_text_color=“#ffffff“ header_2_text_color=“#ffffff“ background_enable_color=“off“ custom_padding=“20px|20px|20px|20px||true“ custom_padding_tablet=““ custom_padding_phone=“15px|15px|15px|15px|true|true“ custom_padding_last_edited=“on|phone“]

Obsah p\u0159\u00edpadovky<\/h2>\n
    \n
  1. Kontext v\u00fdzkumu<\/a><\/li>\n
  2. Nejprve zjistit aktu\u00e1ln\u00ed vn\u00edm\u00e1n\u00ed zna\u010dky<\/a><\/li>\n
  3. Online focus group s t\u011bmi, co u\u017e ke k\u016f\u017ei p\u0159i\u010dichli<\/a>\u00a0<\/li>\n
  4. Uk\u00e1zka v\u00fdstup z online focus group<\/a><\/li>\n
  5. Zhodnocen\u00ed projektu<\/a><\/li>\n<\/ol>[\/et_pb_text][\/et_pb_column][et_pb_column type=“3_5″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text module_id=“kontext“ _builder_version=“4.0.2″ link_font=“||||on||||dotted“ link_text_color=“#ffffff“ ol_text_color=“#ffffff“ ol_font_size=“13px“ header_text_color=“#332f21″ header_2_text_color=“#332f21″ background_enable_color=“off“ custom_padding_tablet=““ custom_padding_phone=“15px|15px|15px|15px|true|true“ custom_padding_last_edited=“on|phone“]

    Kontext v\u00fdzkumu<\/h2>\n

    Kara je tradi\u010dn\u00ed zna\u010dka \u010desk\u00e9ho v\u00fdrobce ko\u017een\u00fdch od\u011bv\u016f z Trutnova. Po mnoha letech z\u00edskala Kara v roce 2018 nov\u00e9ho majitele, kter\u00fd pot\u0159eboval sebe i cel\u00fd nov\u00fd t\u00fdm p\u0159ipravit na nov\u00e9 \u00fakoly a sezn\u00e1mit je s trhem ko\u017een\u00e9ho oble\u010den\u00ed. V t\u00e9 dob\u011b Kara ned\u011blala \u017e\u00e1dn\u00fd marketing a vyu\u017e\u00edvala setrva\u010dnosti, kterou z\u00edskala d\u00edky sv\u00e9 historii \u2013 to bylo t\u0159eba zm\u011bnit. Aby se mohla rozv\u00edjet, pot\u0159ebovala se tak\u00e9 p\u0159ibl\u00ed\u017eit mlad\u0161\u00edm z\u00e1kazn\u00edk\u016fm. Zna\u010dka jako takov\u00e1 zkr\u00e1tka pot\u0159ebovala nov\u00fd impuls.<\/span><\/p>\n

    C\u00edlem na\u0161ich v\u00fdzkum\u016f bylo zmapovat sou\u010dasn\u00e9 vn\u00edm\u00e1n\u00ed zna\u010dky<\/strong>, abychom poznali v\u00fdchoz\u00ed pozici zna\u010dky, jej\u00ed znalost apod., a pak do hloubky\u00a0<\/span>poznat a pochopit, jak\u00fd maj\u00ed lid\u00e9 vztah ke ko\u017een\u00e9mu sortimentu, <\/strong>jak\u00e9 maj\u00ed motivace a bari\u00e9ry p\u0159i n\u00e1kupu k\u016f\u017ee a tak\u00e9 jak\u00fd vztah ke zna\u010dce maj\u00ed.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_5,1_5,1_5,1_5,1_5″ use_custom_gutter=“on“ gutter_width=“2″ make_equal=“on“ _builder_version=“4.0.2″ background_enable_color=“off“ module_alignment=“center“ custom_padding=“|10px||10px|false|false“][et_pb_column type=“1_5″ _builder_version=“4.0.2″ background_enable_color=“off“][et_pb_text _builder_version=“4.0.2″]

    Projekt zahrnoval tyto kroky\u00a0\u2192<\/span><\/h3>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.2″ background_color=“#fcd3a8″][et_pb_text _builder_version=“4.0.2″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“]

    Dotazn\u00edkov\u00fd v\u00fdzkum o pov\u011bdom\u00ed a image zna\u010dky<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.2″ background_color=“#fcd3a8″][et_pb_text _builder_version=“4.0.2″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“]

    Internetov\u00e1 diskuze s lidmi, kte\u0159\u00ed nos\u00ed ko\u017een\u00e9 oble\u010den\u00ed<\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.2″ background_color=“#fcd3a8″][et_pb_text _builder_version=“4.0.2″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“]

    Strategie zna\u010dky od Lovebrandu<\/a><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_5″ _builder_version=“4.0.2″ background_color=“#fcd3a8″][et_pb_text _builder_version=“4.0.2″ text_font_size=“14px“ link_text_color=“#332f21″ background_enable_color=“off“ text_orientation=“center“ custom_padding=“5px|10px|5px|10px|false|false“]

    Nov\u00e9 logo z d\u00edlny Tom\u00e1\u0161e Forejta<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“3.22″ custom_padding=“0|0px|0px|0px|false|false“][et_pb_row admin_label=“row“ module_id=“vnimani“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“||19px|||“][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text admin_label=“Text“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_margin=“||-4px|||“ custom_padding=“||0px|||“]

    Nejprve zjistit, jak\u00e9 je aktu\u00e1ln\u00ed vn\u00edm\u00e1n\u00ed zna\u010dky<\/span><\/p>\n

    Ve spolupr\u00e1ci s Response:now jsme se prost\u0159ednictv\u00edm dotazn\u00edkov\u00e9ho v\u00fdzkumu nejd\u0159\u00edv pod\u00edvali na z\u00e1kladn\u00ed parametry zna\u010dky u reprezentativn\u00edho vzorku lid\u00ed ve v\u011bku 30 a\u017e 60 let se 70% zastoupen\u00edm \u017een. Zaj\u00edmala n\u00e1s hlavn\u011b\u00a0<\/span>m\u00edra pov\u011bdom\u00ed, spont\u00e1nn\u00ed pov\u011bdom\u00ed, asociace se zna\u010dkou, loajalita a obl\u00edbenost zna\u010dky<\/strong>\u00a0\u2013 a to v\u017edy ve srovn\u00e1n\u00ed s konkurenc\u00ed.<\/span><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“2_3,1_3″ admin_label=“row“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-14px|auto||auto||“ custom_padding=“21px||19px|||“][et_pb_column type=“2_3″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text admin_label=“Text“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_margin=“||-4px|||“ custom_padding=“||0px|||“]

    Kara symbolizuje kvalitu<\/span><\/p>\n

    Komunikovat kvalitu je pon\u011bkud ot\u0159epan\u00e9 kli\u0161\u00e9, kter\u00e9 sami nem\u00e1me moc r\u00e1di \u2013 proto\u017ee kdo o sob\u011b bude n\u011bkdy tvrdit, \u017ee nen\u00ed kvalitn\u00ed? Ale tady to skute\u010dn\u011b funguje. Kara je synonymem pro kvalitn\u00ed k\u016f\u017ei.<\/strong><\/span><\/p>\n

    85 % lid\u00ed Karu zn\u00e1. Cel\u00fdch 41 % lid\u00ed odpov\u00ed\u00a0<\/span>Kara<\/em>\u00a0na prvn\u00edm m\u00edst\u011b, kdy\u017e se jich zept\u00e1te, jestli znaj\u00ed n\u011bjak\u00e9ho prodejce ko\u017een\u00e9ho oble\u010den\u00ed. Nav\u00edc m\u00e1 Kara \u201cnejv\u011bt\u0161\u00ed pod\u00edl snadno z\u00edskateln\u00e9 skupiny nalomen\u00fdch nez\u00e1kazn\u00edk\u016f (t\u00e9m\u011b\u0159 \u010dtvrtina t\u011bch, co ji znaj\u00ed)\u201d.<\/span><\/p>\n

    A jen tak na okraj, ka\u017ed\u00fd 14. \u010dlov\u011bk v\u00e1m s\u00e1m od sebe \u0159ekne, \u017ee ho ve spojitosti s Karou napadne li\u0161ka \u2013 tedy jej\u00ed symbol, kter\u00fd d\u0159\u00edve pou\u017e\u00edvala. Nep\u0159ekvap\u00ed v\u00e1s tedy, \u017ee se v nov\u00e9 vizu\u00e1ln\u00ed identit\u011b li\u0161ka op\u011bt vrac\u00ed.<\/span><\/p>\n[\/et_pb_text][et_pb_image src=“https:\/\/makevision.cz\/wp-content\/uploads\/2020\/01\/Kara-evoluce-log-1024×275.png“ _builder_version=“4.0.9″][\/et_pb_image][et_pb_text _builder_version=“4.0.9″ text_font_size=“14px“]

    V\u00fdvoj log zna\u010dky Kara<\/i><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_3″ _builder_version=“4.0.2″][et_pb_text _builder_version=“4.0.2″ text_text_color=“#a9431e“ header_text_color=“#a9431e“ header_3_font=“||||||||“ header_3_text_color=“#a9431e“ header_3_font_size=“74px“ transform_translate=“0px|119px“ min_height=“241px“]

    41 %\u00a0<\/strong><\/h3>\n

    lid\u00ed zm\u00edn\u00ed zna\u010dku Kara jako prvn\u00ed, kdy\u017e jde o prodejce ko\u017een\u00e9ho oble\u010den\u00ed<\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=“1_2,1_2″ admin_label=“row“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“23px|||||“][et_pb_column type=“1_2″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text admin_label=“Text“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“]

    Tak kde je probl\u00e9m?<\/span><\/p>\n

    Kara m\u00e1 sice perfektn\u00ed znalost, ale to neznamen\u00e1, \u017ee je v\u0161e se zna\u010dkou v po\u0159\u00e1dku. P\u0159esto\u017ee lid\u00ed Karu ozna\u010dovali jako tradi\u010dn\u00ed (88 %) a \u010deskou (92 %) zna\u010dku, tak ji vz\u00e1p\u011bt\u00ed o\u0161t\u00edtkuj\u00ed i jako nev\u00fdraznou, oby\u010dejnou (84 %) a zastaralou (83 %).<\/span><\/p>\n

    Pokud je\u0161t\u011b p\u0159id\u00e1me d\u016fvody, pro\u010d si v Ka\u0159e n\u011bco nekoupit („Nepot\u0159ebuji dal\u0161\u00ed ko\u017een\u00ed v\u011bci“a dal\u0161\u00ed), m\u00e1me seznam marketingov\u00fdch probl\u00e9m\u016f, kter\u00e9 bude muset nov\u00fd t\u00fdm Kary \u0159e\u0161it, pokud chce, aby zna\u010dka byla \u00fasp\u011b\u0161n\u00e1 i v budoucnu.<\/span><\/p>\n

    Pustili jsme se tedy do hled\u00e1n\u00ed \u0159e\u0161en\u00ed, a pr\u00e1v\u011b tom n\u00e1m pom\u016f\u017ee\u00a0 jedin\u011b\u00a0v\u00fdzkum, kter\u00fd jde do hloubky<\/strong>.\u00a0<\/span>Zaj\u00edm\u00e1 n\u00e1s p\u0159eci: Jak dlouho m\u00e1 bunda vydr\u017eet, aby ji z\u00e1kazn\u00edk ozna\u010dil za kvalitn\u00ed. Co lidi, kte\u0159\u00ed u\u017e nos\u00ed k\u016f\u017ei, p\u0159im\u011blo k tomu, \u017ee si po\u0159\u00eddili prvn\u00ed ko\u017eenou bundu. V neposledn\u00ed \u0159ad\u011b n\u00e1s zaj\u00edmaly i pocity, kter\u00e9 si lid\u00e9 s no\u0161en\u00edm ko\u017een\u00e9ho oble\u010den\u00ed spojuj\u00ed.<\/span><\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=“1_2″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_image src=“https:\/\/makevision.cz\/wp-content\/uploads\/2019\/10\/kara-marketing-duvody-nakupu.png“ show_in_lightbox=“on“ _builder_version=“4.0.2″ custom_margin=“||3px|||“][\/et_pb_image][et_pb_text _builder_version=“4.0.2″ text_font_size=“14px“]

    Krom\u011b neexistuj\u00edc\u00ed pot\u0159eby lid\u00e9 jsou \u010dast\u00fdmi bari\u00e9rami cena ko\u017een\u00e9ho zbo\u017e\u00ed a tak\u00e9 fakt, \u017ee lid\u00e9 preferuj\u00ed jin\u00fd styl obl\u00e9k\u00e1n\u00ed.<\/em><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=“1″ admin_label=“section“ _builder_version=“3.22″ custom_padding=“0|0px|30px|0px|false|false“][et_pb_row admin_label=“row“ module_id=“ofg“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ max_width=“680px“ max_width_tablet=““ max_width_phone=““ max_width_last_edited=“on|desktop“ custom_margin=“-5px|auto||auto||“ custom_padding=“26px||19px|||“][et_pb_column type=“4_4″ _builder_version=“3.25″ custom_padding=“|||“ custom_padding__hover=“|||“][et_pb_text admin_label=“Text“ _builder_version=“4.0.2″ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ custom_margin=“||-4px|||“ custom_padding=“||12px|||“]

    Online focus group s t\u011bmi, co u\u017e ke k\u016f\u017ei p\u0159i\u010dichli<\/h2>\n

    Dva t\u00fddny jsme se s dvaceti lidmi z r\u016fzn\u00fdch kout\u016f \u010ceska bavili o ko\u017een\u00e9m oble\u010den\u00ed. Skupinu respondent\u016f jsme jako v\u017edy cht\u011bli m\u00edt co\u00a0<\/span>nejpest\u0159ej\u0161\u00ed<\/strong>, a tak jsme v n\u00ed m\u011bli vegetari\u00e1nku, co nos\u00ed k\u016f\u017ei, blogera, co obr\u00e1\u017e\u00ed second-handy a hled\u00e1 v\u00fdjime\u010dn\u00e9 ko\u017ee\u0161iny, prodava\u010dku p\u0159\u00edmo z Kary a samoz\u0159ejm\u011b n\u011bjak\u00e9ho motork\u00e1\u0159e, ale i n\u011bkolik t\u011bch, co na k\u016f\u017ei nijak neuj\u00ed\u017ed\u00ed, ale maj\u00ed doma t\u0159eba jednu ko\u017eenou bundu.<\/span><\/p>\n

    V diskuzi jsme se zam\u011b\u0159ili na tato t\u00e9mata:<\/span><\/p>\n

      \n
    1. Kdy se hod\u00ed obl\u00e9knout k\u016f\u017ei?<\/li>\n
    2. Je etick\u00e9 \u0161\u00edt oble\u010den\u00ed z k\u016f\u017ee?<\/li>\n
    3. Pro\u010d jsou dopl\u0148ky nebo boty v k\u016f\u017ei tak \u017e\u00e1dan\u00e9?<\/li>\n
    4. Lidi a k\u016f\u017ee \u2013 segmenty: Kdo nos\u00ed k\u016f\u017ei?<\/li>\n
    5. On\/Offline n\u00e1kupy: Kde nakupujete ko\u017eenou m\u00f3du?<\/li>\n
    6. Motivace a bari\u00e9ry k n\u00e1kupu u Kary: Nakupujete u Kary?<\/li>\n
    7. Co pro v\u00e1s znamen\u00e1 Kara jako zna\u010dka?<\/li>\n
    8. Kdo nakupuje v Ka\u0159e?<\/li>\n
    9. Co by podle v\u00e1s mohla na sob\u011b Kara vylep\u0161it?<\/li>\n
    10. Chcete n\u00e1m je\u0161t\u011b n\u011bco sd\u011blit?<\/li>\n<\/ol>\n

      Ka\u017ed\u00e1 z t\u011bchto ot\u00e1zek sebou nesla je\u0161t\u011b n\u011bkolik dal\u0161\u00edch podot\u00e1zek a taky dopl\u0148uj\u00edc\u00ed ot\u00e1zky, na kter\u00e9 se moder\u00e1tor dopt\u00e1val. Nesta\u010d\u00ed toti\u017e sly\u0161et, \u017ee se ko\u017een\u00e1 rukavice p\u0159\u00edjemn\u011b nos\u00ed. Mus\u00edme j\u00edt hloub\u011bji a pt\u00e1t se pro\u010d. Zjist\u00edme, \u017ee jsou pro lidi jako druhou k\u016f\u017e\u00ed a \u017ee je d\u016fle\u017eit\u00e1 t\u011bsnost a z\u00e1rove\u0148 pru\u017enost rukavic.<\/span><\/p>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=“4.0.9″][et_pb_column type=“4_4″ _builder_version=“4.0.9″][et_pb_text admin_label=“Text“ _builder_version=“4.0.9″ text_font=“||||||||“ text_text_color=“#a9431e“ text_font_size=“25px“ text_line_height=“1.3em“ background_size=“initial“ background_position=“top_left“ background_repeat=“repeat“ transform_scale=“92%|92%“ transform_translate=“0px|-8px“ custom_margin=“6px||-4px||false|false“ custom_padding=“||0px|||“]

      „D\u016fvody jsou jasn\u00e9, ko\u017een\u00e9 oble\u010den\u00ed je nenahraditeln\u00e9, jsou to p\u0159\u00edjemn\u00e9 materi\u00e1ly, kvalitn\u00ed, nepot\u00edte se v nich a jsou stejn\u00e9 po cel\u00e1 l\u00e9ta. Koupila jsem si ko\u017eenou \u010dernou bundu za 6. tis\u00edc, z d\u016fvodu klasiky, hod\u00ed se ke v\u0161emu oble\u010den\u00ed.“<\/em><\/p>\n

      Ilisek, \u00fa\u010dastnice diskuze, 35 let<\/span><\/p>\n

      <\/strong><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=“ukazka“ _builder_version=“4.0.2″ background_enable_color=“off“ custom_margin=“-14px|auto||auto||“ custom_padding=“25px|10px|3px|10px|false|false“ border_color_all=“#332f21″][et_pb_column type=“4_4″ _builder_version=“4.0.2″][et_pb_text _builder_version=“4.0.2″]

      Uk\u00e1zka v\u00fdstupu z online focus group<\/h2>\n

      PDF ke sta\u017een\u00ed<\/a><\/p>[\/et_pb_text][et_pb_code _builder_version=“4.0.2″]