Brand description 4 Essay Example | Topics and Well Written Essays - 1500 words

Brand description 4 - assay ExampleIn the UK and broader European marketplace, there are a substantial amount of competitors, creating difficulties in achieving deformity loyalty and differentiating the product in a way that makes it outperform other fragrances. Consumers show less brand loyalty to fragrances than other cosmetics (Min, 2004, p.44). When the marketplace is saturated with different competitors and consumers often defect from one brand to a nonher, attempts at gaining loyalty would require concentrated promotion as part of an integrated selling converses campaign. 2 briny competitors, Prada brand and Christian Lacroix brand, are both high-cost perfumes in the UK and will be two main forces which can take market share away from this new brand Invigo Arturo. Pradas main communication strategy involves its reliance on past successes with its brand in product placement in a highly-successful American import movie entitled The Devil Wears Prada. At the online company Am azon, their Devil Wears Prada-themed shop has sell out (Friedman, 2006, p.6). This particular film and its product placement efforts brought much higher brand exposure to internationalistic audiences, thereby boosting sales of its perfume line. Unlike many other of Pradas perfume competitors, they do not have to rely on excessive promotional communications since the brand is receiving a high consumer spare-time activity in the luxury target markets.Prada does not cater to niche markets, but essentially uses mass marketing concepts to reach their desired demographic The affluent, female luxury goods consumer. In relation to perfume advertising, A roundabout of what is seen in our culture is based on sex (Newman, 2006, p.50). Prada, in its print advertisements, uses light sexuality when attempting to arrangement its product among competitors. (See Appendix 1 for an illustration of Prada Perfume advertising). Prada appeals to the consumer, rather