Kylie Jenner And Kylie Cosmetics Brand Strategy

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I have attached requirements for the assignment and also I have attached my work up until now. Below you can find a proposed structure

  1. Background (tv showss social media following, twitter, youtube)
    1. Target audience
      1. Her effect on different target audience
      2. Lifestyle and perfect life
    2. Consumer segmentation (main bases of segmentation)
      1. Demographics
      2. Psychographics
      3. Behavioral 
  2. Soft power, virals, selling power of products
    1. Snapchat
    2. Life as a business
    3. Rise and shine
    4. Lip filler
  3. Kylie lip kit & Kylie cosmetics
  4. (halo effect)
  5. (brand element choice criteria)
  6. (create culminate model)
  7.  (brand personality and brand identity)
  8.  (the brand system)
  9. (perimeters of brand extensions)
  10.  (consumer behavior find on slides)
  11. Marketing
  12. Buzz
  13. Scarcity
  14. collaborations
  15. Kylie skin (line extension)
  16. Effectiveness of her branding
    1. Valuation
      1. Actually purchased for 600M
    2. BrandKylie Cosmetics

       

      Introduction:

       

      If you are a millenial, or if you are a human living on planet earth, chances that you have heard or read of the Kardashians are high. But if you have not, I will make a quick and easy introduction; they are one of the most famous families in the world. Their claim to fame began when they started their reality show called “Keeping up with the Kardashians” in the United States back in 2007 and they have been in the spotlight ever since. Using the show as their platform (which by the way has been running for 18 seasons making it the longest standing reality show ever) they have become some of the most followed and influential people in the world of fashion and beauty, making every product they use, wear and endorse immediately a sell out product. Their fame has come with its fair share of controversies, with critics constantly judging their do-nothing way of life and questioning their fame and lack of talent. However this has not stopped people wanting to look, dress and live like them and this, as Kim Kardashian said on instagram back in 2014 when she posted a picture of her gracing the cover of Forbes magazine as a mobile mogul and as one of the top earning celebrities, is not too bad for someone with no talent. The same magazine named the youngest of the Kardashian clan, Kylie Jenner, the world’s youngest self-made billionaire in 2019, knocking Mark Zuckerberg off the throne at only 21. She did so by creating her own cosmetics brand under her name. The title itself created its own fair share of controversies as many questioned the “self-made” part due to her family’s already established fame. So how did Kylie do it? Was it her family, the show, the controversies or her own personal brand?

      As I am writing this, Kylie Jenner’s instagram follower count stands at 165 million, making her the 6th most followed person in the world. She has been in the spotlight as the youngest of the Kardashian clan since the age of 10 and is now the richest and most followed of the bunch, being active on the most popular social media platform where she posts daily her lavish lifestyle, her outfits and sexy photoshoots. She may be considered as an extension of her family, but with a small analysis we can conclude that she stands on her own as a successful entrepreneur and self enterpriser. Her business model is based around her luxurious lifestyle, giving followers and the impressionable youth access to it through a snap or a post. Her individuality came to light

 
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Virgin America: Flight Service For The Tech-Savvy

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There are far more failures among airline startups than there are successes. And in the past few decades, the most notable successes have pursued a low-cost/low-fare model (think Southwest, Allegiant, Spirit, Frontier, etc.). Virgin America demonstrated that there is room in the market for an airline that doesn’t try to beat the competition by offering the lowest price, but by offering the best service and the most appealing amenities. Virgin America succeeded by doing these things and by targeting the right customer, and subsequently was absorbed into the Alaska Airlines network after being bought in 2016 and the brand name retired in 2017. Review the brief on Virgin America on page 303 of the text and do a basic internet search to learn more about the factors behind the Virgin America brand.  These two links should help get your started in background information.

https://www.virgin.com/virgingroup/case-study-4

https://florence20.typepad.com/files/virgin-case-study.pdf

Respond to the following questions through a cohesive minimum 500 word answer:

  1. Using the full spectrum of segmentation variables, describe how Virgin America segmented and targeted the market for airline services.
  2. What did Virgin America doing to create brand equity for its airline.
  3. What brand elements did the organization apply across the various other services it provides?
  4. Write a positioning statement for Virgin America if it were to re-emerge as its own brand.
 
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Positioning Statement And Motto

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StrayerLogoHoriz_RGB

 Assignment 1 Positioning Statement and Motto

 

Use the provided information, as well as your own research, to assess one (1) of the stated brands (Tesla, SmoothieKing, Suave, or Nintendo) by completing the questions below with an ORIGINAL response to each. At the end of the worksheet, be sure to develop a new ORIGINAL positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link.

 

Name:

Professor’s Name:

Course Title:

Date:

Company/Brand Selected (Tesla, SmoothieKing, Suave or Nintendo):

 

 

1. Target Customers/Users

Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. (NOTE: DO NOT say “ANY, ALL, EVERYONE” you cannot target everyone, you must be specific)

Age Bracket: [Insert response]

Gender: [Insert response]

Income Bracket: [Insert response]

Education Level: [Insert response]

Lifestyle: [Insert response]

Psychographics (Interest, Hobbies, Past-times): [Insert response]

Values (What the customer values overall in life): [Insert response]

Other items you would segment up on: [Insert response]

 

How does the company currently reach its customers/users? What methods and media does the company use to currently reach the customers/users? What methods and media should the company use to currently reach the customers/users?

[Insert response]

 

What would grab the customers/users’ attention? Why do you think this will capture their attention?

[Insert response]

 

What do these target customers’ value from the business and its products? Why do you think they value these items?

[Insert response]

 

2. Competitors

Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor.

Competitor 1: [Insert response]

Competitor 2: [Insert response]

Competitor 3: [Insert response]

 

What product category does the brand fit into? Why have you placed this brand into the product category that you did?

[Insert response]

 

What frame of reference (frame of mind) will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to (other than the top three identified above)?

[Insert response]

 

3. USP (Unique Selling Proposition) Creation

What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business?

[Insert response]

 

What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?

[Insert response]

 

What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?

[Insert response]

 

How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition? Why have you decided upon this particular USP?

Unique Selling Proposition: [Insert response]

Defense/Justification of USP: [Insert response]

4. Positioning Statement & Motto

Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto. Discuss why you created the items that you did?

· BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).

· BMW Motto: BMW is the ultimate driving machine.

Newly Created Positioning Statement: [Insert response]

Defense/Justification of Positioning Statement Creation: [Insert response]

Newly Created Motto: [Insert response]

Defense/ Justification of Motto Creation: [Insert response]

 

© 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.

MKT 100 Assignment 2 1156 (5-15-2015) Page 3 of 3

 
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: Advertising Campaign

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magine you have been hired to develop an advertising campaign for a brand you are familiar with. Identify a niche that is not being served by this brand. Construct both an advertising campaign and a theme for this niche.

Write a four to six (4-6) page paper in which you:

Prepare an overview of the product, its brand category, and the niche that it is intended to fill.

Evaluate the unfilled product niche, focusing on the demands of a specific market segment(s). Analyze the likely market segment(s) and its expectations for the fictional brand.

Design a brand image for the campaign that fits the market niche on which the brand is focused. Develop a campaign theme to communicate that image to the target market.

Outline a sample advertisement in which you illustrate both the campaign theme and brand image.

Use at least three (3) quality academic resources in this assignment. Note: Wikipedia and other Websites do not qualify as academic resources.

Format your assignment according to the following formatting requirements:

a. Typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.

b. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.

c. Include a reference page. Citations and references must follow APA format. The reference page is not included in the required page length.

The specific course learning outcomes associated with this assignment are:

Examine common buyer behaviors and how they influence marketing programs.

Appraise how promotion opportunities are analyzed.

Analyze the advertising tools available to determine which ones to use for a specific situation.

Use technology and information resources to research issues in marketing communications.

Write clearly and concisely about marketing communications using proper writing mechanics.

 
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