Situation Analysis on Taylor Swift’s Wonderstruck Fragrance
Situation Analysis on Taylor Swift’s Wonderstruck Fragrance
Table of Contents
1.0 Situation Analysis/Current Marketing Mix 1.1 Current Product 3 1.2 Current Pricing 4 1.3 Current Distribution 5 1.4 Current Promotion 6
2.0 Brand Positioning Theory 2.1 Brand Positioning 6 2.2 Perceptual Map 7 2.3 Perceptual Map Elaboration 8
3.0 Target Market Identification 3.1 Geographic Segmentation 9 3.2 Demographic Segmentation 9 3.3 Psychographic Segmentation 10 3.4 Behavioural Segmentation 11
4.0 References 12
1.0 Situation Analysis/Current Marketing Mix 1.1 Current Product The product benefits highly depend on the consumer’s primal need and primal want: fragrance consumption and desired tangibles (e.g., the perfume bottle, box), respectively. Wonderstruck’s scent attributes consist of the top notes -- “freesia, apple blossom, and raspberry spark;” heart notes -- vanilla, honeysuckle, and white hibiscus; and base notes -- golden amber, sandalwood, and peach (Elizabeth Arden 2012). On the other hand, the product’s features include bottle sizes of 1.7, 3.4, and 6.8 ounces; fragrance types of Eau de Perfume and Gift Set; and its complementary application types of shower gels and spray (Nextag 2012). Extra products upon purchase include certain artist-inspired memorabilia such as promotional bag, lotion, shower gel, hand-held purse, t-shirt, and car freshener (Maldonado 2011). Extra service includes the ‘meet and greet’ session with the artist, Taylor Swift, for consumers who “purchase one of 300 exclusive $153 All-access Wonderstruck Packages” (Mann 2011). The perfume spray comes in three sizes and is recommended to
Table of Contents
1.0 Situation Analysis/Current Marketing Mix 1.1 Current Product 3 1.2 Current Pricing 4 1.3 Current Distribution 5 1.4 Current Promotion 6
2.0 Brand Positioning Theory 2.1 Brand Positioning 6 2.2 Perceptual Map 7 2.3 Perceptual Map Elaboration 8
3.0 Target Market Identification 3.1 Geographic Segmentation 9 3.2 Demographic Segmentation 9 3.3 Psychographic Segmentation 10 3.4 Behavioural Segmentation 11
4.0 References 12
1.0 Situation Analysis/Current Marketing Mix 1.1 Current Product The product benefits highly depend on the consumer’s primal need and primal want: fragrance consumption and desired tangibles (e.g., the perfume bottle, box), respectively. Wonderstruck’s scent attributes consist of the top notes -- “freesia, apple blossom, and raspberry spark;” heart notes -- vanilla, honeysuckle, and white hibiscus; and base notes -- golden amber, sandalwood, and peach (Elizabeth Arden 2012). On the other hand, the product’s features include bottle sizes of 1.7, 3.4, and 6.8 ounces; fragrance types of Eau de Perfume and Gift Set; and its complementary application types of shower gels and spray (Nextag 2012). Extra products upon purchase include certain artist-inspired memorabilia such as promotional bag, lotion, shower gel, hand-held purse, t-shirt, and car freshener (Maldonado 2011). Extra service includes the ‘meet and greet’ session with the artist, Taylor Swift, for consumers who “purchase one of 300 exclusive $153 All-access Wonderstruck Packages” (Mann 2011). The perfume spray comes in three sizes and is recommended to
References: Chaturved, Megha. 2011. Celebrity Fragrances of 2011. Bornrich. Elizabeth Arden. 2012. Wonderstruck Taylor Swift Eau de Parfum Spray. Elizabeth Arden, Inc. ElizatbethArdenBeauty. 2012. Taylor Swift WONDERSTRUCK: Chapter 2. YouTube video, 0:33 Hensel, Amanda. 2011, July 15. Taylor Swift Launches Wonderstruck Fragrance Inspired by Owl City’s Adam Young Jansen, Ara. 2012, March 5. Music Review: Taylor Swift. The West Australian. Accessed March 26, http://au.news.yahoo.com/thewest/entertainment/a/-/entertainment/13087181/ Kats, Rimma. 2012. Wonderstruck Taylor Swift Uses Mobile to Engage Fans with Fragrance Launch Maldonado, Kristen. 2011. Taylor Swift ‘Wonderstruck’ Perfume Review. Mann, Tonya. 2011. “Are You Ready To Be Wonderstruck? See Taylor Swift Live On Thursday! Mblog.” Macys.com Matusow, Jamie. 2012. Beauty Company of the Year-Excellence in Packaging: Elizabeth Arden, Packaging Megabrands for Global Success Miss Rebecca. 2012. “Wonderstruck” by Taylor Swift.” wordpress. Music. 2011, August 11. Taylor Swift Australian 'Speak Now ' Tour 2012. the dirt. Accessed March 26, http://www.thedirt.com.au/entertainment/music/gig-guide/blog/ Nextag. 2012. Taylor Swift Wonderstruck. Nextag, Inc. Accessed March 26, http://www.nextag.com/taylor-swift-wonderstruck/compare-html. Rickard, Lucy. 2011, August 30. Perth The World 's 8th Most Liveable City. WA Today. Taylor Swift Launches Her First Fragrance Wonderstruck. 2012. BecomeGorgeous.com. Taylor Swift @ Burswood Dome, Perth. 2012, March 2. Wots On. Accessed March 26, http://wots-on.info/whats-on/?event=Taylor_Swift_at_Burswood_Dome_Perth--Perth--WA--Australia--000A7iQ--Live_Music.Country--2012-03-02. Wonderstruck a Fragrance by Taylor Swift. 2012. swiftybuzz. Accessed March 26, http://swiftybuzz.tumblr.com/Wonderstruck. Wonderstruck In-store Appearances. 2011. Taylor Nation, LLC.