Competitive Analysis [2]

Every company brand has their own competition. For example, the clothing line by Holister has its competition with the Abercrombie clothing line. "Most competing brands are of equal quality—that is, they are parity products or services." (Advertising by Design, Robin Landa, p.3) Their clothes might be similar but of course they have a different brand that distinguish them. Every company has many competitions with other companies. For example, the Chapstick company is in competition with Softlips, Blistex, Burts Bees, Smakers, Carmex, and many more companies that also have lip products. In this case the company that is in most competition with the company that I am working with is Carmex. This company is in competition with the Chapstick company because they both have products for chapped, cracked lips. They both have products to help nourish your lips. Some of the differences between these two companies is that Carmex offers more products. For example, they offer lotion and creams for healing and healthier skin. "That said, effective advertising could persuade you that a particular brand is better or more appealing than the competition." (Advertising by Design, Robin Landa, p.3) This is why the Chapstick company needs to persuade and advertise people to buy their lip products. The way that Carmex draws customers and clients is by having more variety of products in their company. The amenities and or facilities that Carmex offers that the Chapstick company does not have is other products. Like for example, healing lotions and creams. Also the company Chapstick does not offer enough information about their products in their website like Carmex does. Carmex also plans by improving their company by having more products out in the market. For example, hats, t-shirts, mugs, etc. That is why Chapstick needs to advertise more their products and come up with better ideas. "Advertising differentiates brands, groups, and causes, and ultimately sells products and calls people to action." (Advertising by Design, Robin Landa, p.3) By advertising the products that Chapstick offers, that will make this company be even more successful because people will have a better idea of what Chapstick offers for its costumers. "What differentiates a brand is how it is characterized, its visual and verbal identity as expressed in each media unit and through every point of contact. Simply stated, differentiation is what distinguishes one brand from the rest." (Advertising by Design, Robin Landa, p.52) Making Chapstick different from the rest of all of the other companies that also have lip products will help this company be more successful becuase it will be different from the rest of all other companies. Overall I know that Chapstick’s  campaign is better than Carmex and all of the rest of the companies because Chapstick company goes more into depth for lips. We are more focused in our products and we offer better quality than our competition.