red letter cosmetics brand pitch (4 of 4)
DESCRIPTION
Brand pitch of a model, unique brand: Red Letter Cosmetics, a cosmetics brand designed and specially formulated for Asian women. This file shows the fourth segment of a four segment pitch project including RL and its two top competitors: CoverGirl and Maybelline in the US and Chinese markets. This pitch includes information on: - Brand architecture- Brand hierarchy- Extending strategies- Brand sustaining strategies- Expanding strategies- SWOT analysisAll aspects of the brand are the exclusive design and development of Erika Friedmeyer and Mariela Hilsaca.TRANSCRIPT
Brand Architecture
Mascara Eyeliner Eye Shadow Foundation Make-up
tools Lipstick
✔ ✔ ✔ ✔ ✔
CoverGirl✔ ✔ ✔ ✔ ✔ ✔
Maybelline
✔ ✔ ✔ ✔ ✔ ✔
Brand Hierarchy
P&G
CoverGirl
Blast Clean NatureLuxe Outlast
Brand Hierarchy
L’Oreal
Maybelline
Great Lash Mascara Eye Studio
Brand Hierarchy
VibrantEyes Foundation Vibrant
Skin
Extending Strategies
Mascara Eyeliner Eye Shadow Foundation Make-up
tools Lipstick Skin Care
✔* ✔* ✔* ✔* ✔* ✔
CoverGirl ✔* ✔ ✔ ✔ ✔ ✔*
CoverGirl&Olay ✔
Maybelline ✔ ✔ ✔* ✔* ✔ ✔*
Brand Sustaining Strategy
Reinforcement• Advertisements• Drew Barrymore,
Taylor Swift• ANTM
• Logo, Slogan consistency
Adjustment• CoverGirl & Olay• Product Cycles
Revitalization• No evidence
CoverGirl
Brand Sustaining Strategy
Reinforcement• Advertisements• Fashion Week• Logo, Slogan
consistency
Adjustment• Product Cycles
Revitalization• No evidence
Maybelline
Brand Sustaining Strategy
Reinforcement• Advertisements
• Liu Yifei• Logo, Slogan
consistency• Workshops
Adjustment• Product Cycles
Revitalization• New secondary
brand associations
Latin and Central America
Expanding Strategy
China
Japan, Korea, SE Asia
Europe
Americans
Standardization strategy with minimal customization
CoverGirlOceania
Latin and Central America
Expanding Strategy
China
Japan, Korea, SE Asia
Europe
Americans
Standardization strategy with no customization
MaybellineOceania
Latin and Central America
Expanding Strategy
China
Japan, Korea, SE Asia
Africa
Asian-Americans
Always using a customization strategy
SWOT Analysis
• Likeability, relevance• High-quality, low priced productStrengths
• Lack of customization/adaptationWeaknesses
• CoverGirl&OlayOpportunities
• More customized productsThreats
CoverGirl
SWOT Analysis
• Strengths
• Lack of customization/adaptation• Too trendy/not relatableWeaknesses
• Opportunities
• More customized products• More functional/every-day looksThreats
Maybelline
SWOT Analysis
• Niche market• Customization, customer-based product• High-quality product, Irritation-free guarantee
Strengths
• Increased costs due to customizationWeaknesses
• New niche marketsOpportunities
• Established brands may be able to take advantage of economies of scaleThreats
References
• http://www.maybelline.com/whats-new