Marketing Comparisons

Topics: Perfume, Peanut butter, Reese's Peanut Butter Cups Pages: 2 (512 words) Published: November 15, 2011
Brand Extension
Anna Sui's Brand Extensions would be effective because Anna Sui's line, originally known for its trendy and unique clothing pieces can easily translate into a perfume bottle. Those fashion forward women that look to Anna Sui's fashion line to make new additions to their wardrobe will most likely be the largest category of consumers looking to purchase the latest in fragrances which includes Anna Sui's recent extension into the cosmetic and perfume industry. The product packaging of Anna Sui's fragrance is appealing to consumers because the bottle keeps the character of her original fashion line by creating a quirky and interesting pink and blue perfume bottle in the shape of a guitar that stands out from most of the generic perfume bottle, similar to those one-of-a-kind pieces only Anna Sui can create for her runway shows. Even though the ad is trying to sell the Anna Sui Rock Me perfume, the way it is presented shows that they have not lost sight of the original products of the company (clothing, accessories) and its purpose as a fashion line. The model in the ad is dressed in Anna Sui clothing and adored in her playful line of accessories. Anna Sui's fragrance makes the brand more accessible to consumers who cannot afford items from her clothing line. The fragrance gives consumers the opportunity to own part of the company's unique, quality and interesting items the brand is all about.

Look-alike Product
Reese's has always been known for it's delicious peanut butter cups that have kept customers loyal since 1922. With new competitors catching on to the success of the Reese's peanut butter cups, Dove also came out with their peanut butter filled chocolates. Both brand packages are unquestionably similar including its size. The wrapper makes it hard to tell which product would be the better deal for the consumer in terms of portion size. Both brand's product packages use the same color scheme of mostly orange with brown and yellow lettering....
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