uplift yourself campaign - methods of imc master's project

8/7/2019 Uplift Yourself Campaign - Methods of IMC Master's Project

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COVERGIRL

Teen

RebeccaK.Roussell

Up

liftYourselfC

ampaign

COVERGIRLS commitment to the empowerment of young,

teenage girls who wear makeup not just because it enhances theirbeauty outside, but it makes them feel good about being confident,strong and smart young women. Want to know a secret? Yourebeautiful.

Roosevelt University

IMC 409 -METHODS OF IMC

Masters Project

Fall 2009


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Table of ContentsExecutive Summary ...................................................................................................................................... 3

Situation Review .................................................................................................................................... 4-5

SWOT Analysis ........................................................................................................................................... 6

Marketing Communications Workplan ..................................................................................................... 7

Marketing Objectives ................................................................................................................................ 8

Marketing Communications Objectives ............................................................................................... 9-10

Strategic Idea ........................................................................................................................................... 11

Target Audience Analysis ................................................................................................................... 12-13

Positioning Statement and Rationale ..................................................................................................... 14

Program Tactics and Executions ........................................................................................................ 15-22

References ............................................................................................................................................... 23

Want to know a secret?Youre beautiful.

COVERGIRL


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EXECUTIVE SUMMARY

Uplift Yourself! Its time for the millions of young teenage girls to look in the mirror and

realize that they are, indeed, beautiful. Beauty just does not stop there. Beauty is confidence

inside and out.

Remember what it is like to be a teenager, right? Everything was changing your body,

possible mood swings, attitudes, self-esteem; and you probably did not understand why. As an

adult, you realize being a teenager is just part of the maturation process that everyone must go

through. Some teenagers have an easy transition, and others do not. It just depends how the

teenager is growing up, how solid is their own opinion about themselves. If the opinion is weak,

then that leaves an open door for negativity to creep in.

Teenage girls are the most influenced during the adolescent years, ages 12-17. During

this time, it is important these young girls hear positive, encouraging messages to help build their

perception of themselves and boost their confidence. Today, there are many negative messages

young girls hear. Having a certain look, the need to feel popular and to attract boys often trumps

the importance of individuality.

As marketers of products made to enhance the beauty of women, it is import that we

reach the woman while she is still a young girl. This opportunity for COVERGIRL to embark

on a new venture should reveal itself to be not only profitable, but also commendable. Cosmetics

do enhance beauty and make women look good, but it is also an emotional benefit to love self.

With a market of teenage girls that are apprehensive and sometimes unsure, COVERGIRL

Teen has a chance to let them know they are beautiful, no matter what.


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SITUATION REVIEW (INDUSTRY)

Industry analysts place cosmetics in the toilet preparation category. The most recent

figures from the U.S. Census Bureau show this industry was valued at about $28 billion in 2002.

Cosmetics held about $9.2 billion or 33% of the total market share of the industry the largest of

the toilet preparation category. The category is segmented below:

Today, cosmetics continue to be the major player in the toilet and preparations category.

Analysts expect this segment to reach about $17.2 billion in 2010. Even in the midst of a

recession, when consumers are being more reluctant to make purchases, the figures for next year

show positive signs for continued success. This presents a prime time for new target

opportunities.

COVERGIRL Cosmetics is a top producer in this industry. It has been successful with

the young adult, middle aged, and ethnic woman in past years. A new proposed target would be

the young, teenage girl 14 - 17.

2%

($0.5) 10%

($2.7)

33%

($9.2)

24%

($6.8)

21%

($5.8)

10%

($2.9)

Total Annual Shipments of Toilet

Preparations (billions)

Shaving Products

Other

Cosmetics

Hair Care

Creams and Lotions

Perfume

Source: U.S. Census Bureau and the Encyclopedia of Products & Industries - Manufacturing


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SITUATION REVIEW (COMPANY)

The Procter & Gamble Company (P&G)

COVERGIRL is one ofP&Gs top 43 best-selling consumer brands which generate

more than $500 million in annual sales; 85% of the companys total sales1

Beauty product segment is second largest seller for P&G

P&G to eliminate Max Factor cosmetics brand in 2010 to provide more product

placement for more popular beauty brands such as COVERGIRL

Elimination would help COVERGIRL to aggressively market to a new teenage girl

target market

1The Procter & Gamble Company Profile Hoovers

33%

($26.3)

21%

($16.7)

46%

($37.3)

2009 Procter & Gamble Net Sales by

Product Segment (in billions)

Beauty

Health - Well Being

Household Care

Source: The Procter & Gamble Company -2009 Annual Report


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SWOT ANALYSIS

STRENGTHS

Inexpensive

Products sold at mass merchant retailers and drug stores

Celebrity tactic

Traditional and non-traditional media exposure

Products appeal to multiple ethnicities

WEAKNESSES

Teenage girls (14-17)

Community involvement

OPPORTUNITIES

Target audience, Teenage girls (14-17)

Innovative distribution ideas (i.e. stand alone retail stores, etc.)

Event marketing

Promotions

Sweepstakes/contestsNail polish

Skin care

Charity/cause awareness sponsorships

THREATS

Departments store brands enter mass merchant retailers and drug stores at lower price

point

Brand loyalty

myths and other messages crowd judgment of the teenage girl


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MARKETING COMMUNICATIONS WORKPLAN

PRODUCT DESCRIPTION:

COVERGIRL Cosmetics. Foundation, powder, concealer, eyeliner, eye shadow, eyeliner,

mascara, lip liner, blush, nail polish, tools. Tubes, bottles, sectioned snap cases. Sold at mass

merchant retailers and drugstores. Department store look cosmetics sold at nearly half the price.

Covers unwanted blemishes, makes women feel beautiful, and enhances features.

PROSPECTS:

Women of all ages and ethnicities. Nationwide. Low to mid-level income.

PROMISE:

For a light, natural, fun look, COVERGIRL Cosmetics is your choice.

PERSONALITY:

Young, light, fun, exciting, trendy, economical. Get the red carpet look of Rihanna, Drew, Ellen

or Queen Latifah without breaking the bank.

REWARD:

Rejuvenated. Beautiful. Confident.

COMPETITION:

Revlon, LOreal, Avon (mark.), Mary Kay, Fashion Fair, Maybelline, MAC, Este Lauder,

Neutrogena, Bobbi Brown, Nars.

OBSTACLE TO THE SALE:

Brand loyalty.

MESSAGE OBJECTIVE:

Light and natural always prevails over clunky and heavy. You can be the cover girl on the

magazine, too.

NEW POSSIBILITIES:

Teenage girls ages 14-17 who are conscious of the beauty within to enhance their beauty on the

outside with COVERGIRL. COVERGIRL is already an affordable brand and teens will be

able to purchase with money made from allowances or part-time jobs. Teens want to be trendy,

but COVERGIRL will stress the importance of uniqueness and loving self first.


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MARKETING OBJECTIVES

PRODUCT

Maintain current makeup standard application , highlighting light and less is always more

versus heavier, clumpier brands

PRICE

Maintain current universal, affordable pricing point versus expensive department store

competitors

COVERGIRL look is not cheap, but cost-effective

PLACE

Remain with current distribution channels (i.e., drugstores, mass merchants, online store,

etc.)

Obtain more space in specialty cosmetic stores

PROMOTION

Communications focus to capture, but also engage the teenage girl consumer

Use skill-driven contest(s) to discover and promote the development of other talents

young girls may have


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MARKETING COMMUNICATIONS OBJECTIVES

How will COVERGIRL increase product awareness among young, teenage girls 14-17 to drive

sales?

Objective: To obtain at least 10% of the cosmetics market share for girls 14-17

Current situation: Beauty products are the second largest seller for P&G2; the

COVERGIRL brand traditionally targets women of all ages and ethnicities

Key actions: COVERGIRL must present a clever campaign that will peak the interests

of young girls 14-17; must use collections that could easily be used for teenagers as well

(i.e. Exact, Clean, Outlast, and Queen Collections)

Howwill COVERGIRL increase awareness among teenage girls through promotions?

Objective: Get marketing support through major promotions

Current situation: COVERGIRL currently partners with Americas Next Top

Model, one of the top reality television shows today; the contestants usually range in

age from 18 to mid 20s; major promotion for COVERGIRL

Key actions: Take ideas from COVERGIRL and Americas Next Top Model

partnership to launch campaign to help market COVERGIRL collections to teenagers;

promotion will include a contest based on skill to highlight other talents of young girls

(i.e. essay writing, singing, etc.); contest should focus on more than just looks on the

outside to illustrate some type of positive self-esteem message; make sure samples of the

products are offered during promotional events

2The Procter & Gamble 2009 Annual Report


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What channels will COVERGIRL use to attract teenage girls 14-17?

Objective: Make sure messages are being transmitted through channels where teens will

be able to get the information; message simple enough for them to grasp quickly

Current situation: COVERGIRL utilizes television commercials and magazine print

ads heavily; Facebook Fan Page allows for interaction with consumers and prime outlet

for introducing promotions; mobile text alerts let consumers know about new

promotions; interactive website offers in-depth product descriptions of collections, video

tutorials on how to apply makeup, online forums and comment sections for consumers

Key action: Keep focus on television, magazine, social media, and web content (conduct

research to find out which medium teen girls frequent (i.e. teen cable networks,

magazines, etc.)

How will COVERGIRL position itself among competitors vying for the same teenage, young

girl age group of 14-17?

Objective: COVERGIRL will not only be associated with outside beauty, but also

inner beauty which is an important message for teenage girls

Current situation: Top cosmetics competitors in teen market are Avon mark. and

Neutrogena Teen products

Key action: COVERGIRLSinner beauty message focus ofthe campaign; introduce

a public relations event where teens will not only get to sample products but engage with

spokespersons and other teenage girls


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STRATEGIC IDEA

Yes, some may argue that 14 may be too young to start indulging a young girl in a make-

up routine, especially with all of that is portrayed about body image and appearance in the media

images that teens are exposed to via multiple outlets on a consistent basis. Perception of the

body image is very important during the adolescent years.

Psychologists from New York Universitys Child Study Center say adolescent girls are

the most vulnerable at developing negative images about themselves because of body changes

during puberty, which result in levels of self-consciousness. All of these factors tend to lead to

low self-esteem and psychographic disorders for young girls. The focus then switches to a

negative image of self, instead of a positive one.

I see a way for COVERGIRL to take control of the so called it image in the media by

showing young girls its not all about the outside beauty appearance, but that the inner beauty

appearance is the most important. Yes, this may contradict the notion of what makeup was

intended to do impression of male counter parts, the reason why models are so successful, etc.;

but if it is something that will get girls to start feeling rejuvenated and confident about

themselves, it is worth an investment.

This is a good idea because these young girls have a major influence on trends and where

brands are able to find their future opportunities. COVERGIRL needs to be part of this because

we want to show the consumer we care about their values and well-being as much or even more

than the profit.


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TARGET AUDIENCE ANALYSIS

Teenagers .

About 68% often buy a different brand just because they are curious

Provide an advanced peak into current and future trends

Establish and affect fashion and lifestyle trends

Teens are taking over. By next year, the United States teen (ages 12-17)3

population is expectedto reach almost 34 million4. As consumers, they are even more vocal because they know exactlywhat they want and where to go to find it. Plus, they have the most disposable income, so theirpurchasing behavior is one that many marketers covet.

Have a strong connection to individualism; realistic and optimistic

Dependent on new technologies for personal and other communications

Control-driven; expect to have control over media experiences

3Age group (Boys and Girls) defined in Teen Market Profile Magazine Publishers of America

4Teen Market Profile by Magazine Publishers of America w/ Media Mediamark Research, Inc.

0

1020

30

40

50

60

70

All Teens Ages 12-

13

Ages 14-

15

Ages 16-

17Series1 29 15.4 24.5 62.7

Series2 16.3 12.2 17.4 20.1

Millions

What Teens Earn and Spend

Series 1 = Median Employment Earnings

Series 2 = Median Spending Money


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TARGET AUDIENCE ANALYSIS (continued)

The chart below shows where teenage girls are most likely to shop.5 Collectively, teenage girlsshop more frequently than boys at most shopping venues. COVERGIRL products are currentlysold at discount stores and drugstores, two out of the three venues that were mentioned the most.

All Teens Teen Girls 14-15 16-17

Shopping Malls/Centers 57.7% 67.4% 57.7% 63.4%

Discount Stores 44.6 52.6 42.9 48.9

Drugstores 37.1 43.8 34.9 42.7Source:Teen Market Profile by Magazine Publishers of America w/ Media Mediamark Research, Inc.

Although teens are more tech savvy, most of their purchases are influenced from magazineadvertising. Cosmetics is one of the top product categories where teenage girls (12-17) purchasefrom ads seen in magazines. Cosmetics indexed at 108

6, the second highest among categories

such as apparel, hair care and food and beverages.



28%

34%

30%28%

28%

28%

Product Categories Purchased Based

on Magazine Ads Viewed by Teens

Video/DVD

New Movies in Theatres

Clothes

Music

Games

Makeup/Cosmetics

Source: Teen Market Profile by Magazine Publishers of America w/ Media

Mediamark Research, Inc


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POSITIONING STATEMENT

Among teenage girls 14-17 (target audience)

COVERGIRL (brand name)

is the brand of cosmetics (competitive set)

that provides a confident look(benefit)

that is youthful, light and fun (product support).

RATIONALE

The appeal to the teenage girl segment (14-17), will enable COVERGIRL to take its

cosmetics collections to the next level by enabling a spirit of confidence in these young girls that

will be hard to break.

COVERGIRL should embrace this new target segment because it is a great opportunity

for growth. If this campaign in success, this can open doors for new opportunities for more

creative promotions, and possible future product line extensions for this segment. For

COVERGIRL, this is the right thing to do because this campaign will show a continued

commitment to the maturation of strong, confident, beautiful young women.


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Uplift Yourself.

COVERGIRLS commitment to empowering beautiful, confident teenage girls 14-17

ADVERTISING

PRINT STRENGTHS (Magazines)

More than 28% of all teen spending has been influenced by glossy magazine adsCosmetics are among the top products advertised in magazines Magazine ads can be referred back to multiple times

PRINT WEAKNESSES (Magazines)

Magazine ads are expensiveLess control of ad placement in magazine; depends on relationship with publication andthe dollars spentProduct is not tangible; hard to show uses

ONLINE STRENGTHS

Extremely measurableLow costsSegmentation for specific target audiences

ONLINE WEAKNESSES

Annoyance factor with pop-adsClutterE-mail direct marketing is highly effective, but can pose an annoyance factor

NON-TRADTIONAL ADVERTISING STRENGTHS

Rapid and easy accessibility with mobile communicationsBrand loyalists and new consumers are able to connect through social media networksLow cost

NON-TRADTIONAL ADVERTISING WEAKNESSES

ClutterSegmentation for target audiencesNegative viral campaigns


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TACTICS and EXECUTIONS for ADVERTISING

Purchase ad space in popular teen magazines

with headline Want to know a secret? Youre

Beautiful.

Set-up free fan page on Facebook for COVERGIRL Teen; open forum for teen girlsto discuss usage of products, video demonstrations, sales and contest promotions

Insert a tab for COVERGIRL Teen on the websites homepagewww.covergirl.com/teen

Implement mobile text alerts that will drive teens to website or social media pages

For the Uplift Yourself COVERGIRL

Teen Campaign, it is important to

purchase ads in the magazines

teenage girls read the most. Those

magazines are for exampleSeventeen, Teen Vogue, and

CosmoGirl.
http://www.covergirl.com/teenhttp://www.covergirl.com/teenhttp://www.covergirl.com/teen


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UNCONVENTIONAL MEDIUM

SIDEWALK ADVERTISING

Remember drawing those hop-scotch boards on pavements, with sidewalk chalk, when

you were a kid? Fun, right?

Now, picture a sidewalk in a large city. The sidewalk is now an advertising medium,

instead of the hop-scotch pastime. Think about it. In large cities such as Chicago and New York,

thousands of people are walking. The heaviest trafficked times of the day are the morning hours,

lunch time and the afternoon rush to get home. Thats three times the exposure that

COVERGIRL would have to a consumer.

The sidewalk medium is an innovative way to make consumers connect with an image

that is memorable and effective. It is a medium in which the consumer can associate past

experiences and relate to them.

STRENGTHS

Long exposure times; similar to traditional outdoor mediums (i.e. billboards, LEDscreens)Placement in high trafficked areas by teen girls to increase exposure (i.e. malls, movietheatres, etc.)Low cost

WEAKNESSES

Uncontrollable weather conditions; ad may erode or gradually erase

Target audience cannot be easily segmentedCity street ordinances


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The sidewalk medium is attractive for COVERGIRL because it would be able to show

the products at use. The different faces of the COVERGIRL spokeswomen could be used as

well. Cosmetics depend on the picture. The cosmetics industry devotes a significant amount of

its budgeting dollars the outdoor, television and print mediums for advertising. The sidewalk

medium is a trendy, innovative way which identifies with COVERGIRL Cosmetics. Its a fun

medium that provides an array of ways to convey this message: Want to know a secret? Youre

beautiful. COVERGIRL.

Consumers will enjoy the anticipation of searching for these unexpected, attention-

grabbing vignettes on the city streets. Retailers would be a great partner with a trade promotion

placed directly in front of stores. The feedback would be measurable because a survey could be

provided when the product is purchased to see if sidewalk medium is effective.

Consumer purchasing behavior would also flourish, because these sidewalk mediums

would peak interest in the products. If placed on a sidewalk alongside the shops on Michigan

Avenue, the target audience will be captured at their footsteps.

Teenage girls shop! The fashionista would be ecstatic to see Rihanna, Drew Barrymore,

Ellen DeGeneres or Queen Latifahs face adorned with COVERGIRL products under their

feet. COVERGIRL Cosmetics are the perfect accessory for all of the great fashion buys she has

already found.

The sidewalk medium is a great visual. If done the correct way, it can resonate in a

consumer's mind when its time to make a purchase. The medium is simple, yet catchy and

effective.


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SALES PROMOTION

STRENGTHS

Increases salesOpportunity to gain new customers; teenage girls will tell their friendsOpportunity for trade promotion relationship for COVERGIRL distributors

WEAKNESSES

Brand perception is at risk depending on promotionFinding a personal angle that will appeal to teenage girlsP&G may suffer a profit loss if not successful

TACTICS and EXECUTIONS for SALES PROMOTION

Coupons

Offer a price-off

Buy 1 get 1 free

Free makeup product w/purchase

Mobile Text Alerts

Sign up viawww.covergirl.com/teento

receive text alerts about coupons andother special promos
http://www.covergirl.com/teenhttp://www.covergirl.com/teenhttp://www.covergirl.com/teenhttp://www.covergirl.com/teen


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CONTEST PROMOTION

The COVERGIRL Teen Ultimate Beauty Search, with partner Ulta Beauty stores, is a newinitiative that is part of COVERGIRLs campaign to help combat negative body image

perception issues while encouraging self-expression and self-confidence. The COVERGIRLTeen Ultimate Beauty Search promotion is one that exemplifies our strategy to boost self-esteemand morale for our potential target audience of teenage girls 14-17.

This promotion will encourage and engage young girls to embrace their beauty by defining themeaning of their inner beauty in an essay format. COVERGIRLs goal for this campaign is toget young girls to focus on whats inside, because that is the ultimate beauty which enhances theoutside perception. If a young girl knows she is beautiful on the inside, her confidence levels willrise and she will be able to be strong enough to fight the urge to just fit in.

Essay topic: What does beauty mean to me? (at least 1 page, anything longer will bedisqualified)

Contest begins September 2, 2009 and will end December 2, 2009; winners will beannounced January 2010Prizes: 1

st- print ad and television commercial with newest COVERGIRL Selena

Gomez and a year supply of COVERGIRL Cosmetics; 2nd - $250 gift card courtesy ofUlta Beauty to be used on COVERGIRL Cosmetics productsContest entries and a 4x6 head-shot photo can be uploaded atwww.covergirl.com/teenoremailed [email protected] permission waiver must be signed before completing the entry; photos may beused in a later ad or promotional materials for COVERGIRLEntries judged by COVERGIRL brand managers from The Procter & GambleCompany

COVERGIRL

Selena Gomez
http://www.covergirl.com/teenhttp://www.covergirl.com/teenhttp://www.covergirl.com/teenmailto:[email protected]:[email protected]:[email protected]:[email protected]://www.covergirl.com/teen


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PUBLIC RELATIONS

STRENGTHS

Connect with teenage girls face to face through events

Build awareness about COVERGIRL Teen Ultimate Beauty Search campaign

Out in the community shows commitment to cause

WEAKNESSES

Must do a PR event along with another IMC tool; cannot stand alone

Hard to measure effectiveness (positive or negative)

Hard to close the deal and convince teenage girls to buy-in

TACTICS and EXECUTIONS for PUBLIC RELATIONS

Visit a select number of high schools to have chat sessions with teenage girls.Discussions can be led by COVERGIRL brand managers and COVERGIRL SelenaGomez alternating locationsCOVERGIRL Teen Ultimate Beauty Search kick-off party with COVERGIRL SelenaGomez


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FOR IMMEDIATE RELEASE

COVERGIRL Selena Gomez to host Teen Ultimate Beauty Search Kick-Off Party at Ulta

Beauty in downtown Chicago

Event will launch COVERGIRLs nationwide search for its newest face with a party that will

include free samples, COVERGIRL promotions, makeovers by a COVERGIRL make-up

artist, autographs from Selena Gomez and a chance to upload contest entries via the CG Cyber

Caf

(CHICAGO - Sept. 2, 2009) Chicagos teen queens, get ready! COVERGIRL Cosmetics is

launching its first ever COVERGIRL Teen Ultimate Beauty Search and we are coming to the

Windy City for the kick-off party! Award-winning actress/singer and star of Disney Channels

Wizards of Waverly Place, Selena Gomez our newest COVERGIRL, will host this event that

is sure to be an afternoon filled with fun, excitement and beauty.

Mark your calendars for Saturday, Sept. 5. The event will take place at Ulta Beauty, 114 S.

State St., in downtown Chicago from 1:00 p.m. - 4:00 p.m.

-more-


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COVERGIRL Teen Ultimate Beauty Search Kick-Off Party

Page 2 (Continued)

As part of this nationwide search, COVERGIRL invites all teenage girls, 14-17, to write a one-

page essay answering this question: What does beauty mean to me? The CG Cyber Caf will

be equipped with laptops that will allow the girls to upload their entries directly to

www.covergirl.com/teen.

This is a new initiative that is part of COVERGIRLs campaign to help combat body image

portrayal issues and raise low self-esteem two problems that most teenage girls in the United

States face today. COVERGIRL Cosmetics enhance the outer beauty that is already within.

Free samples of COVERGIRL products will be available. Gomez will sign autographs and be

available for photos with the girls, which will simulate an actual COVERGIRL print

advertisement. Molly Stern, COVERGIRLs celebrity makeup artist, will also provide free

makeovers and tips about the products.

The contest is open to all girls, ages 14-17, who are U.S. residents. The contest will go live via

www.covergirl.com/teen on Friday, Sept. 4.

-30-
http://www.covergirl.com/http://www.covergirl.com/http://www.covergirl.com/


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REFERENCES

Bungert, P. J. & Darnay, A. J. (2008). Cosmetics. Encyclopedia of Products & Industries

Manufacturing. 1, 327-335. Retrieved fromhttp://go.galegroup.com

The Procter & Gamble Company. (2009 Profile. Hoovers.

Retrieved fromhttp://search.ebscohost.com

Perfumes, cosmetics, and other toilet preparations. (2008). Encyclopedia of American

Industries. 5. Retrieved fromhttp://go.galegroup.com

Teen market profile. (2004). Magazine Publishers of America.

Retrieved fromhttp://www.magazine.org/marketprofiles

Weinshenker, N. (2002, March/April). Adolescents and body image: whats typical and

whats not. Child Study Center Letter. School of Medicine New York University.

6(4). Retrieved from:http://search.ebscohost.com

OTHER SOURCES:

www.covergirl.com
http://go.galegroup.com/http://go.galegroup.com/http://go.galegroup.com/http://search.ebscohost.com/http://search.ebscohost.com/http://search.ebscohost.com/http://go.galegroup.com/http://go.galegroup.com/http://go.galegroup.com/http://www.magazine.org/marketprofileshttp://www.magazine.org/marketprofileshttp://www.magazine.org/marketprofileshttp://search.ebscohost.com/http://search.ebscohost.com/http://search.ebscohost.com/http://search.ebscohost.com/http://www.magazine.org/marketprofileshttp://go.galegroup.com/http://search.ebscohost.com/http://go.galegroup.com/


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