BRAND POSITIONING MAPS
POSITIONING Yay! by Kate Spade In order to position Yay! By Kate Spade we made an analysis based on the importance of each attribute based to the target consumer’s perception.
Competitive Analysis Social Media: Instagram,
According to the primary research, 64% of the population
Facebook and Youtube:
considers fun packaging as an important makeup attribute, 80% considers quality as an important attribute and 85%
Considering the importance of Social Media as
considers pigmentation as an Important attribute.
a marketing strategy on the beauty industry, we made an analysis of the competition’s
Based on those results, we were able to position each
subscribers and followers.
brand according to the importance of each attribute, and the perception of the brand. In the questionnaire, the
Too Faced and Tarte Cosmetics are ahead in
population ranked each brand in every aspect from 1 to 5,
YouTube with the biggest communities of
one being bad and five being excellent.
subscribers among the other competitors, including Kate Spade. However, Kate Spade has
We found that Marc Jacobs has the
a competitive advantage over Marc Jacobs and
best pigmentation along Nars, both
Nars as a Youtube channel.
of them have an outstanding quality, which makes them strong competitors
When it comes to Facebook, Kate Spade is the
because pigmentation and quality are
second brand with more fans after Urban Decay,
the most important attributes. So,
nevertheless, on Instagram there’s still an
there’s an opportunity over Anastasia,
opportunity, where Kate Spade is the smallest
Tarte, and Urban Decay; since they
account while Anastasia and Too Faced are the
were best ranked for Fun Packaging.
most followed.
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