Final Syndicated Analysis

Final Syndicated Analysis - Syndicated Data Brand Analysis...

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Syndicated Data Brand Analysis Bus 347-000 Professor Halloran 10/26/11 Luisa Niebles Elizabeth Pirinis Natalia Valderrama Syndicated Data Brand Analysis INTRODUCTION We conducted a consumer brand analysis using the Simmons and Simply Map databases. Our focus is in the category Health and Beauty Aids, more specifically, Perfume, Cologne and
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Toilet Water any last 12 months. To understand what type of consumers use these products, we looked specifically at two leading brands in the perfume market: Chanel and Calvin Klein. These databases provided insight into consumer demographics, psychographics and the geographic strengths and weaknesses of different brands, allowing us to determine the core users of each brand and develop positioning statements for each. CALVIN KLEIN Demographics: When looking at Simmons for Calvin Klein, we found that both females and males were using the perfume, with a slightly higher index towards males. The majority of users are aged 18- 44, with a specific focus on the 25-39 group (Exhibit 6). They over-index for Black, Asian or some other race (Exhibit 4). Most of these consumers have never married or are currently separated from their spouses (Exhibit 2). For the most part, the highest level of education that they have completed is 9-11 th grade as they have not graduated high school (Exhibit 7). Following this is a significant number of them who are in their 3 rd year of college. The consumers in this group are usually full time students, have never worked or are temporarily employed. There is also a customer base that is employed full time (Exhibit 3). Those who are employed have an individual employment income of less than $5000 or between $20,000-35,000 (Exhibit 5). Psychographics: Calvin Klein consumers shop slightly more than average even if they spend more than they can afford. They follow fashion, do not like to wear clothes older than a year and like to buy from companies who sponsor sports teams (Exhibit 13). They often buy things for their kids and their career is very important to them (Exhibit 10). In terms of personality, Calvin Klein consumers consider themselves adventuresome, daring and thrill seekers. They are usually stubborn and hard-headed and enjoy standing out in a crowd and like their car to catch people’s attention (Exhibit 8). They will speak their minds even it upsets others (Exhibit 14). They worry about pollution and over-index when it comes to cigarette-smoking and eating fast foods to help them stay on budget. They under-index in terms of having regular medical checkups and will usually go to work even when feeling ill (Exhibit 9). They usually don’t hold investments but they over-index in ownership of American Express credit cards (Exhibit 12). CHANEL Demographics: Chanel is a brand that caters predominantly to females aged 55-59 (Exhibit 6). Their race is usually Black, Asian or some other race (Exhibit 4). Most of these consumers are divorced or have been widowed. They have attained an education of 3 years of college or higher, with a large majority of the users having a graduate degree (Exhibit 7). They are currently employed part
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