Competitive Analysis

Malibu Rum and Captain Morgans Parrot Bay are a lot alike which is why there are very competitive. The number one similarity is that there are both Coconut flavored drinks which is also why they are competitive because each drink has a different aspects to make their audience choose between Malibu or Parrot Bay. First up is Malibu with a distinctive Oder of alcohol, a little bit of sweetness and a faint smell of coconut. Parrot Bay has a weak smell of alcohol and also a weak smell of coconut but definitely something fruity. The taste of Malibu is hardly any liquor, some sweetness and no burn, very smooth drink. Parrot Bay you can taste alot more of the coconut but more of a burn. There are many similarities as is there are many differences between the two drink and all in all it comes down to which advertisement draws your attention first. "a critical component is learning about the audience-the targeted, specified group of people at whom you are aiming your message, design, and solution." from Advertising by Design by Robin Landa, page 14. A way for the audience to be attracted to a a product is by grabbing their attention and when having their attention , making sure your advertisement is stating the right information to further their interest in the product. Malibu and Parrot Bay both are really good at grabbing their similar target audiences attention. Malibu has more of a relax, come and enjoy by the beach and if you cant this drink will help you pretend you can, pull of approach. Parrot bay has a similar campaign but more of a chill by the beach and party. "The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand" from Advertising by Design by Robin Landa, page 14.

"anyway you look at it, taste is a personal thing. Ask yourself why you perfer one flavor to another. Comparing foods or beverages based on taste is not a strong premise". from Advertising by Design by Robin Landa, page 87.