I think some of my major competitors would be other upscale, designer fragrances such as Marc Jacobs, Vera Wang, Dior, Versace, etc. I've noticed that all perfume advertisements are usually done through magazine ads or short commercials, but more so magazine ads. What sets apart ads from different designers is the creativity they use in their ads.
"Creative thinking is needed through all the phases of an advertising project. Creative solutions are produced by a keen and imaginative mind or by a team of keen, imaginative minds."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 15).
There are 6 main steps that you have to go through in order to categorize your thinking and allow you to make a successful ad that will be better than the rest.
A model developed by Benjamin Bloom, called “Bloom's Taxonomy,” categorizes thinking skills; we will use it here to represent the developmental phases of a project. Bloom's Taxonomy is as follows:
- > Knowledge
- > Comprehension
- > Application
- > Analysis
- > Synthesis
- > Evaluation
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 15).
Questions to ask yourself about your competitors:
Q. How do they draw customers and clients?
A. They promote their fragrances through magazine ads. I also notice a lot of perfume ads have a sample of the perfume right there in the ad. Where you can lift the flap and it gives you a chance to actually smell the fragrance. This is a good idea because instead of wondering what the perfume smells like or just flipping the page ignoring the ad; you can smell the perfume right then and there, and if you like it, you can go pick it up at any department store or beauty store. They also draw customers by using their famous brand name to their advantage. When people see something that is Chanel or Gucci, they automatically want it, simply because of the high status brand. When you wear these brands you feel important and luxurious.
Q. What challenges are they facing?
A. The same challenges every other fragrance is facing; competing against other perfumes and major name brands. They're all also facing the same challenge of creating advertisements and promotions that set themselves apart from the rest.
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