RESEARCH

PLAN

RESEARCHPLAN

MI
LLENNI
ALMALE
GROOMI
NG CAMPAI
GN
AccountDi
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ect
or
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Cr
eat
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ve/
Cont
entDi
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ect
or
:
Medi
a/
EngagementDi
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Resear
ch/
Pl
anni
ngDi
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ect
or
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Cont
ent
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Pr
oduct
i
onDi
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ect
or
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SpencerKapl
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Kai
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Samant
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PROJECT OVERVIEW
The challenge is to create a campaign for Walmart to drive sales of the companys male
grooming products. This research plan outlines the information needs, methods that will
be used to find key insights and action items for the team, with assigned responsibilities.
INFORMATION NEEDS
QUESTIONS ABOUT THE CONSUMER
What are the shopping behaviors, norms and tendencies that are exhibited by
millennial males?
What are the main factors that motivate, influence, and determine how millennial
males make purchasing decisions - especially when it comes to their personal
grooming products?
What are the most effective ways to engage with millennial males, especially
when attempting to educate or inform them?
What are the emotional and rational ways to influence millennial male consumers
and which of these ways are most likely to convince them to purchase grooming
products at Walmart?
Where are millennial males currently shopping for their grooming products and
what drives them to make the decisions they do, in terms of what they buy and
from where?
How can we drive millennial males to Walmart for all of their grooming needs?
METHODS TO FIND ANSWERS
Focus groups, surveys and observations will help us to understand the behaviors
that influence and ultimately determine where and why millennial males purchase
grooming products, so that we can best position Walmarts brand and grooming
category to appeal to this target demographic.
QUESTIONS ABOUT THE COMPANY
What existing perceptions about Walmarts brand influence millennial males and
their purchasing decisions?
How can we best communicate the company of Walmart's mission to help
millennial men live better while spending less with/on their grooming products?
What is true of the Walmart brand that is appealing to millennial males?
What is true of the Walmart brand that is not appealing to millennial males?
What is true about the in-store experience that has potential to drive in-store
traffic to the male grooming aisles?
METHODS TO FIND ANSWERS
Focus groups and surveys will be the best way to understand the existing
perceptions of the Walmart brand. This research will help us reposition Walmarts

male grooming category as we leverage the positive brand perceptions and

determine how to communicate around, debunk or change negative perceptions.
QUESTIONS ABOUT THE CATEGORY
In the category of male grooming, what brands does Walmart carry and what
kind of product variety does it offer?
What kinds of male grooming marketing campaigns have been used by Walmart
or other stores to successfully market this category in store or elsewhere?
What tactics have been used to successfully reach millennial males and market
grooming products?
METHODS TO FIND ANSWERS
Secondary research as well as observations and interviews in Walmart stores will
help us to better understand the male grooming category and what is currently
being done to drive in store traffic to these aisles.
QUESTIONS ABOUT THE COMPETITION
Who are Walmarts key competitors and what are they doing to market their male
grooming products and competencies?
What differentiates Walmart from other competitors within the multinational retail
corporation segment?
What are competitors doing right to market their male grooming product lines?
What experiences are competitors providing that are connecting millennial males
across all product lines, especially male grooming?
METHODS TO FIND ANSWERS
Interviews with Walmart staff as well as secondary research and observational
research (visiting competitors male grooming aisles) will helps us to identify
Walmarts threats and opportunities.
QUESTIONS ABOUT THE CULTURE
What events, holidays and other culturally relevant societal trends already exist
that impact the male grooming market?
How can Walmart's marketing and communications leverage these opportunities
to connect and influence this target market?
METHODS TO FIND ANSWERS
Focus groups will be the best way to determine what cultural content millennial
males are most interested in to identify opportunities for media engagement and
content creation.
QUESTIONS ABOUT THE CHANNEL
What makes the delivery channel of in-store purchasing relevant to millennial
males?

How are consumers receiving information about products available in store?

POTENTIAL METHODS TO FIND ANSWERS

Focus groups will investigate how millennial males feel about the target channel
and hopefully uncover what can be done to foster a more engaging or appealing
in store experience. This research should also strive to identify what it is that
drives millennial males to the male grooming aisle and once there, how they
make purchasing decisions.
QUESTIONS ABOUT THE CONVERGENCE
What is the best way to mix all channel outreach efforts and increase
engagement with millennial males?
How will we measure success across all channels to see results across an
integrated marketing communications campaign?
POTENTIAL METHODS TO FIND ANSWERS
Focus groups and surveys will determine what social media platforms and more
traditional channels are most relevant and should be integrated into our
campaign for maximum engagement levels.
PROBLEM STATEMENT
Sales of male grooming products are not one of Walmart's most competitive business
segments. In order to increase the number of grooming items in the millennial males
shopping basket, and ultimately increase credibility and share of the companys overall
male grooming category, we need to determine the best way to communicate Walmarts
valuable assortment, low prices and desire to help consumers live better.
Thorough research is absolutely essential, and the first step, to smart and strategic
campaign planning. Primary research will be conducted in order to find answers to our
questions and information needs about the consumer, company, category, competition,
culture, channels and convergence. By using a variety of methods, including surveys,
focus groups, and direct observation of consumers at Walmart locations, we will uncover
the insights and truths that will drive the campaign strategy.
This research will determine how, why, when and where millennial males consume
grooming products to drive Walmarts strategic initiatives within this business category
and ensure return on marketing and communications investments.

TIMELINE
ACTION ITEM

ASSIGNED LEAD

9/16

Team Research Plan Due

Research/Planning Director, MM

9/23

Research materials crafted and ready for

action

Content/Production Director, ET

9/30

Supervisor review of research findings,

synthesis and analysis

Research/Planning Director, MM

10/2

Formal client review of objectives,

strategies and status

Account Director, SK

10/16

Supervisor review of communications plan, Media/Engagement Director, SP

including MOST + ROI, tacking and
measurement approach

10/22

Supervisor review of creative and media

engagement platform executions

Media/Engagement Director, SP

11/11

Internal presentations and review of client

leave-behind project deck

Content/Production Director, ET

11/13

First supervisor review of client leavebehind project deck

Creative Director, KO

11/25

Second supervisor review of client leavebehind project deck

Creative Director, KO

12/2

FINAL CLIENT MEETING

Deliverables include final client leavebehind project deck and team evaluations

Account Director, SK