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Marketing Report

In: Business and Management

Submitted By Crash8
Words 743
Pages 3
Business 101
Rachelle Redolent
Connor McManus

The Kenneth Cole Reaction cologne is a well known product, and is marketed throughout the United States with vigor, targeting males between 18-55 years of age. As portrayed by a one page advertisement in the December edition of the Marie Claire Magazine, the picture portrays a close up of an attractive male’s face staring at that of an attractive female’s, mere inches away from one another, insinuating that a kiss is soon to follow. (1)

The slogan for the ad is “The Reaction for Attraction” quite obviously implying that if you wear this cologne as a man, you will have attractive ladies wanting to kiss you. In a television advertisement for the same Kenneth Cole cologne, the idea is nothing short of a mirror image, once again encouraging the men of the middle class that if you buy the cologne, women will instantly love you. (2) “Reaction” advertisements most heavily target men, however, wives, girlfriends, and mothers are not left out, as it is not only men who understand the value of smelling attractive. These advertisements make the buyer believe that this particular cologne will improve their social life, and target men, as well as women, of all ethnicities.

The Kenneth Cole Reaction cologne is packaged in a small, classy rectangular bottle, with simply, “Kenneth Cole Reaction” written across the middle in white and a vivid, eye-catching lime green. The moniker of this particular fragrance is a very appropriate/simple brand name—Kenneth Cole Reaction, is not only a scent, but also an entire line of products such as clothing, shoes, and outerwear. Cole’s product is in its maturity/plateau stage of the life cycle due to its international notoriety, and its abundant availability in various chain stores and online retail outlets. This form of distribution, defined by Contemporary Business, Boone and

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