Beginning My Competitive Analysis Research

During this past week, I was able to get started with the competitive analysis portion of my final product research. I researched various brands, such as Victoria’s Secret: Pink, TOMS, and Pura Vida, in order to determine the marketing strategies that these brands were using to target Gen Z. I was able to determine the various strengths and weaknesses of the strategies these brands were using as well as figure out where the gaps were in each brand’s strategy. With this information, I will be able to begin brainstorming various marketing ideas that Kendra Scott could implement in order to address these gaps. During my mentor visit this week, Mrs. Edmondson and I discussed my competitive analysis research and continued our discussion about the topic of philanthropic marketing. We talked more about Kendra Scott’s charitable giveback and discussed how a philanthropic marketing campaign’s success is measured. Speaking with Mrs. Edmondson this week answered so many of the questions I had about the topic of philanthropic marketing that I have been curious to know about for a while now. The topic itself fascinates me because it’s all about the relationship between marketing and philanthropy, two things that I value and hope to pursue further in my career journey. Mrs. Edmondson always gives such great insight about the topics we discuss, and I cannot wait to learn more about topics like PR and influencer marketing from Mrs. Edmondson as we continue with the mentorship.

(Image provided from Wix)