Markets:.
Tommy Girl Cologne competes in the cosmetics, beauty supply, and perfume market. The cosmetic, beauty supply, and perfume market consist of companies that manufacture and/or market cosmetics, health and beauty products, and fragrances. On top of that Tommy Girl Cologne also competes in the fragrance market. The fragrance market is comprised of companies that manufacture and/or market perfume and other fragrances. .
Competitive Situation:.
Tommy Girl is in a monopolistic competition. The cologne has many competitors with Ralph Lauren perfumes, Calvin Klein perfumes, and The Gap perfumes being its competitive rivals. Its number of competitors is quite large, and all the companies only have some differentiation in their products. Also, there is some difficulty in entering Tommy Girl's market: the cost of starting a perfume company is the main barrier into the market. Finally, the perfume companies only have some control over the price because they do not want to charge a considerable amount more than their competitors or charge a considerable amount less compared to their competitors. .
Target Market:.
The target market for Tommy Girl Cologne is a woman of any ethnic group ranging from early teens to late twenties. Also, the perfume is targeted to the middle and upper classes. Tommy Girl Cologne's motto is a "declaration of independence for women," (www.tommy.com).
Target Market Approach:.
The target market approach that Tommy Girl takes is advertising in women's magazines such as Cosmopolitan, Glamour, Seventeen, Teen People, Vogue, and InStyle. Tommy Girl is also sometimes advertised on television during younger audience shows such as The O.C. The company uses young, attractive male and female models in its advertising. The models are often in the outdoors doing something "American" such as having a picnic or playing football. Tommy Girl is sold in many department and specialty stores and also online at the www.
