EOC WEEK 8- MY USP COMPARED TO THREE OTHERS

Marc Jacobs- Lola

This warm floral bouquet conveys the free spirit of today's sexy, modern girl - she is playful, cool, and flirtatious. The long-lasting, day-and-night scent opens with pink peppercorn, pear, and ruby red grapefruit. Blooming midnotes of rose, fuschia peony, and geranium make a feminine statement. Layers of vanilla, warm tonka bean, and creamy musk create a sensous drydown.

The bottle's exquisite, multi-layered cap is a bursting bouquet with bright modern colors that pop against a matte black background and rope-inspired, gold metallic neck. The silhouette is inspired by Marc's fashion collection

http://www.sephora.com/browse/product.jhtml?id=P255909&categoryId=B70

KIM KARDASHIAN

TV star, entrepreneur, model, actress, and trendsetter Kim Kardashian adds another accomplishment to her portfolio: a trademark fragrance. Discover the sensual scent inspired by one of the world's most idolized women. The essence evokes Kim's sultry style with crisp top notes, lush mid notes, and a sexy drydown. Gorgeous, voluptuous florals reflect her allure, while soft jasmine, tuberose, and gardenia mirror her femininity. Tonka bean, jacaranda wood, and sandalwood add a warm, sensual base.

http://www.sephora.com/browse/product.jhtml?id=P253210&categoryId=B70

Clinique Happy

A hint of citrus. A wealth of flowers. A mix of emotions. Our best-selling women's fragrance interplays fresh, vibrant notes-ruby red grapefruit, bergamot-with soft, sensual ones-Hawaiian wedding flower, spring mimosa. Wear it and be happy.

Clinique Happy won its second award in the "Best Fragrance / Department Store" category.

http://www.clinique.com/product/CATEGORY4884/PROD691/Fragrance/Clinique_Happy/index.tmpl

“Effective slogans often become so ingrained that consumers hearing the slogan can immediately conjure up images of the product.” (MKTG3- McDaniel Lamb Hair, Chapter 15, pg 230).

Mahal is a delicate yet bold mixture of cherry blossom, lavender, and jasmine. It is a perfume that will last all day and night. Its slogan is “the final touch of being loved”. When people hear this slogan and see the bottle, they will automatically think of Mahal. The unique selling proposition for Mahal is not based on giving a woman what she is missing, or promoting itself just because someone else wears it. Mahal’s unique selling proposition is to compliment who the woman is already. Every woman is already beautiful in their own way. So, why not enhance who they are by wearing a perfume that will flatter their essence.

The three fragrances that I have listed above are competitors with my product because they are all floral perfumes, targeted to women, and are well known among people. Marc Jacobs’ Lola is a combination of many flowers to convey the sexy and flirty women of today. It consists of pink peppercorn, pear, ruby red grapefruit, rose, fuschia peony, and geranium. Although Lola may be a fine a perfume, I believe that Mahal stands greater next to it. Lola has so many floral scents mixed into one bottle, and Mahal just has three. Having three floral scents is an advantage because people love to keep it simple. The women that will buy Mahal are women who do not want to smell like a bouquet, but women who want to smell like they did not try to hard. They are beautiful already and Mahal is complimenting who they are.

Kim Kardashian is a perfume from Kim Kardashian. Their unique selling proposition is to sell their fragrance just by informing their target that Ms. Kardashian wears it, so why not you? They described the perfume, Kim Kardashian, as if they were describing her. I am sure it is an amazing perfume, however their way of selling this product is not the way Mahal is going to be sold. Women that will buy Kim Kardashian are women who are fans of Kim Kardashian., women who envy her, want to be her, or watch her on television. Mahal is a perfume that any women will want because Mahal describes them, not a celebrity.

Clinque Happy is a fragrance that is going to be my top competitor. The reason why Clinque Happy is a major competitor is because they are not only well-known but they also are selling their product by involving a woman’s emotions (emotions other than the sexy, flirtatious emotion). The perfume won its second award in the Glamour magazine as the “Best Fragrance/ Department Store” category. The fragrance has been around since 1997, and has a great number of customers. Their slogan is “Wear it and be happy”. Although, Clinque Happy is a popular perfume, I believe that Mahal has something different to offer. Mahal has a different floral scent then Clinque Happy. Women may want a change, and start investing their money and scent to Mahal “the final touch of being loved”.