Online Competitor Communication Review
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Post a project like this2673
€200(approx. $214)
- Posted:
- Proposals: 2
- Remote
- #1380301
- Awarded
Description
Experience Level: Intermediate
JEWELRY COMPETITOR COMMUNICATION AUDIT
Objective - What is the research setting out to help achieve?
Define the Markets and Targets to tap into and differentiate within when launching a new jewlry brand.
What we will be looking for the Points of parity – i.e. what does brand need to compete within the global jewelry category? This should form the bass for formulating the Point of Differende i.e. What do we need to win.
Method:
Desk research from going to the websites and social media platforms for each of 7 brands. If social listening is available as a tool that will be welcome too.
Task:
What are the respective positions within these 7 brands:
Tiffany & Co, Alex & Ani, Swarovski, Links of London, CHAMILIA, Michael Kors and Pandora
For each brand 1 slide for each brand:
Show brand examples from e.g. websites, social or links to campaigns + take away (see example att)
I.e. 7 slides for this section
For each brand ie :
• Complete model with attributes, advantages and benefits (see model in attached example from)
I.e. 7 slides for this section
One conclusion on 1-3 slides:
• List all the functional drivers for the category. (eg we cant go lower than 9 carat or what ever)
• List the emotional drivers (the themes expressed by the competitors in the category)
• List the expressive drivers. (what are women and gift givers trying to express or symbolize etc)
• Make a synthesis conclusion on the baseline for what drives demand in this category.
I.e. 3 slides for this section
Desired Deliverable: Short communication review desk research report with 17 PowerPoint slides in total.
Dead line: Tuesday 6/12
Objective - What is the research setting out to help achieve?
Define the Markets and Targets to tap into and differentiate within when launching a new jewlry brand.
What we will be looking for the Points of parity – i.e. what does brand need to compete within the global jewelry category? This should form the bass for formulating the Point of Differende i.e. What do we need to win.
Method:
Desk research from going to the websites and social media platforms for each of 7 brands. If social listening is available as a tool that will be welcome too.
Task:
What are the respective positions within these 7 brands:
Tiffany & Co, Alex & Ani, Swarovski, Links of London, CHAMILIA, Michael Kors and Pandora
For each brand 1 slide for each brand:
Show brand examples from e.g. websites, social or links to campaigns + take away (see example att)
I.e. 7 slides for this section
For each brand ie :
• Complete model with attributes, advantages and benefits (see model in attached example from)
I.e. 7 slides for this section
One conclusion on 1-3 slides:
• List all the functional drivers for the category. (eg we cant go lower than 9 carat or what ever)
• List the emotional drivers (the themes expressed by the competitors in the category)
• List the expressive drivers. (what are women and gift givers trying to express or symbolize etc)
• Make a synthesis conclusion on the baseline for what drives demand in this category.
I.e. 3 slides for this section
Desired Deliverable: Short communication review desk research report with 17 PowerPoint slides in total.
Dead line: Tuesday 6/12
Martin Nikolaj G.
100% (20)Projects Completed
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Denmark
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