Chapter 7 Review and Applications

7.2
Both websites advertise sales as well as free shipping on orders over a certain amount. Target definitely focuses on their designers as they have links to the different designers they have designing for Target. JC Penney is more brand focused as they have links to the different brands they offer. Penneys has more brands they offer than Target so it makes sense that they would focus on brands and Target on the designers they have. Targets website is more complicated which could deter some people from wanting to shop online with them. In online purchasing I would that JC Penney's website is easier to work with and better to browse through for women's clothing. I think that they would win the 25 to 35 year old women category.

9.1
I chose rum for my product category. Three different brands would be Captain Morgan, Bacardi, and Sailor Jerry. Bacardi focuses on the several flavors they offer and how to use these different flavors in a variety of drinks stressing the use or application position. During the summer time they marketed the mojito drink and how Bacardi could be used in mojitos. Their commercials and ads tend to feature young, good looking coeds partying and having a good time. Captain Morgan does not use different flavors but has a select few other rums available that have different strengths in alcohol volume as well a few different tastes. They also use their "mascot" of the Captain to make themselves recognizable and memorable. Both Captain and Bacardi have good looking people in their ads out drinking and having fun. Both also use street teams that encourage the drinking of their products. Bacardi continues to add flavors and is known for that attribute. Captain continues to use its traditional darker rums. These would be unique attributes. Sailor Jerry prides itself on one well made rum. They use the history of a navy seamen "Sailor Jerry" that ran a tattoo shop in Hawaii. This rum is looking at the product user and marketing to tattooed, rock and rollers who want a good rum and none of the froo froo that some other rums may have. Sailor Jerry is simple and offers one rum in different sized bottles. They support tattoos and music mostly and dont run as massive advertising campaigns. There appeal seems to be that they are a unique rum with some history behind it.