Analysis of media strategies employed by Creed fragrances
The House of Creed originated in 1760 from David Mom Creed. It was a personal shop and has continued to grow along the family lineage up to date.
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Target group: The target for Creed fragrances is the royal or rich people. For instance, dignitaries like Michelle Obama, George Clooney and England’s King George III are known to have worn Creed perfumes. Creed fragrances are expensive because they are made from expensive natural ingredients and they are rare.
The other target market for Creed fragrance is young people. This has been made possible by the launch of Aventus in 2010 by Erwin Creed who is 30 years old. The fragrance has light and masculine scent that is very appealing to young men.
Positioning: Creed limits access to its products. It positions them in 87 stores only. This is because it uses a reverse marketing strategy which states that the less the advertisement, the higher the pricing and the harder it becomes to find it, the higher the chances that people will need it.
Communication with the customers: Since Creed doesn’t advertise its products, it communicates with its customers at the counter or during the sale period. The counter personnel are trained on the company history so that they can pass the information to prospective clients. For instance, Thomas, the president of Creed’s North American store ensures that the associates master the company’s history and charm. They can spend up to 30 minutes with a client in order to instill these values.
Analysis of media strategies employed by Cool Water fragrances
Cool Water is a product by Zino Davidoff which was launched in 1988. Cool Water for women was later launched in 1997. It is a combination of lavender, sandalwood among other ingredients.
Target group: The target for Cool Water perfumes is both young and old people. However, it is best suitable for people who are more grown up and would not appeal to teenagers aged below16 years. It can be worn by both men and women since there is Cool Water for men and Cool Water for women,
Positioning: It is readily available to customers since it can even be bought online. Cool water is aggressively marketed and advertised making it easy to find.
Communication with the customers: Davidoff’s Cool Water communicates with its customers over the internet and through advertisements. For instance, stars like Josh Holloway and Paul Walker have campaigned for the product by appearing in its commercials. Paul is the new face of Cool Water perfume.
Analysis of media strategies employed by Hugo Boss fragrances
Hugo Boss originated in Metzingen, Germany in 1924. It is highly influenced by European styles.
Target group: Hugo Boss has no specific target group. Its perfumes target men, women, young and old people. For instance, Hugo is a brand that fits the young men and women. This diverse target gives confidence to its customers.
Positioning: Its products are available worldwide in 102 countries and in over 5,000 retail shops. These shops can be freestanding, those operated by franchisees or by Hugo Boss.
Communication with the customers: It communicates with its customers through aggressive marketing, advertising campaigns and internet resources. The use of IT enables the company to smoothly and promptly coordinate delivery of its products to customers.