Competitive Analysis

       One of my main competitors is Marc Jacobs: Daisy perfume. Below I have conducted a competitive analysis.  This occurs during the first phase of the project process.  Phase one, “includes the initial meeting with a client; a briefing on the assignment; the internal planning meeting; a definition of the client's goals and requirements; learning about the client's business or organization, product, service, or group; determining the audience; and analyzing the competition.”

Product Summary:

Marc Jacobs Daisy perfume cane be found at many different such as Sephora, Nordstrom’s and Macy’s.  They advertise for this product with magazine ads and commercials. You can also obtain a sample in a department store or magazine.  Looking over reviews from customers, some feel as though too many people over wear the scent. Other comments that were shared stated that it smelled great, but didn’t last very long. There were a few all around good comments.

 

Strengths:

·      Very Popular Perfume

·      Quality guaranteed

Weaknesses:

·      Doesn’t last very long on certain individuals

·      Very Expensive

Outlook:

There’s nothing indicated that they plan on improving. My over plan is to show that, “The style you determine should be appropriate for the brand and for the core ad idea; for the audience, differentiate the campaign from the competition and add freshness.”(Landa 204) I can market my product my at all the same places that Daisy can. I might even look into social media advertising as well.

Their advertising campaign is strong but not diverse. I hope to add more diversity to my ad campaign. They only have tall, blond, Caucasian models. While this is very beautiful, I’d like to add more to my perfume ad campaign.