Marketing Essay

Positioning Demonstrated In Magazine Ads P a g e | ! 1

Positioning Demonstrated In Magazine Ads

Zichun Wang

AC111-201

2/12/19

Positioning Demonstrated In Magazine Ads P a g e | ! 2

1. General Information about the product

• Brand Name: Cartier

• Company: Swiss Richemont Group

• Category: Cartier Bracelet, “Jewellery Category” (consists of small decorative items worn

for personal adornment, such as brooches, rings, necklaces, earrings, pendants, bracelets,

and cufflinks)

2. Three Competitors

• Bulgari

• Tiffany&Co.

• Van Cleef & Arpels

Positioning Demonstrated In Magazine Ads P a g e | ! 3

3. Target Market Of The Product

• Geographic: Different shops in Europe, Middle East, USA, Asia and Japan and rest

• Demographic: Males and Females, 18-60, no specific race, adults

• Social Economics: High income, CEO

• Psychographic: Luxury as reward, luxury as functional, luxury as indulgence

• Behaviouristic: Loyal costumers, high product quality

4. Primary positioning approach

• By Price and Quality: this strategy emphasises price and quality characteristics. Such as

products, services or retailers that set themselves apart by assuming a very “high price/

quality” association while others may pursue “low price/value” strategy.

• Cartier made sure that the first object that will grab your attention is their gold bracelet. The

bracelet in this advertisement is Juste un Clou bracelet made of 18K yellow gold and its

Manufacturer Suggested Retail Price is $6800. The dark red background with yellow

shining gold bracelet composition matching with their tagline/slogan “ The art of being

unique”.

Positioning Demonstrated In Magazine Ads P a g e | ! 4

1. General Information about the product

• Brand Name: COVERGIRL

• Company: Coty Inc.

• Category: COVERGIRL Active Collection (Mascara, Foundation, Liner), “Cosmetic

Category”

2. Three Competitors

• Maybelline

• Revlon

• Estee Lauder

3. Target Market Of the Product

• Geographic: Urban, city dwellers, drug store

• Demographic: Females, 15-45

Positioning Demonstrated In Magazine Ads P a g e | ! 5

• Social Economics: 30K-5K

• Psychographic: Looking simply beautiful, busy schedule

• benefit: sweat-proof, smudge-proof and clump-proof, apply for athletes

4. Primary positioning approach

• By product user: this strategy emphasises that the product is created for… a very specific

group or users or individuals

• This “Active Collection” is made special for women who like to do fitness or sports.

“Active Makeup by COVERGIRL stands up to sweat, humidity, and other daily obstacles to

give you beautiful looks all day long.” said on their official website. It clearly shows in the

advertisement, Massy Arias doing exercise wearing their collection products with the

function of the products. On the right, is a picture of her face with perfect makeups after

training.