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Red Letter Cosmetics Brand Pitch (4 of 4)

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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 …

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 analysis

All aspects of the brand are the exclusive design and development of Erika Friedmeyer and Mariela Hilsaca.

Published in: Travel, Business
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  • 1. Brand Architecture Eye Make-up Mascara Eyeliner Foundation Lipstick Shadow tools ✔ ✔ ✔ ✔ ✔CoverGirl ✔ ✔ ✔ ✔ ✔ ✔Maybelline ✔ ✔ ✔ ✔ ✔ ✔
  • 2. Brand Hierarchy P&G CoverGirlBlast Clean NatureLuxe Outlast
  • 3. Brand Hierarchy L’Oreal MaybellineGreat Lash Eye Studio Mascara
  • 4. Brand HierarchyVibrantEyes Foundation Vibrant Skin
  • 5. Extending Strategies Eye Make-up Skin Mascara Eyeliner Foundation Lipstick Shadow tools Care ✔* ✔* ✔* ✔* ✔* ✔CoverGirl ✔* ✔ ✔ ✔ ✔ ✔*CoverGirl& ✔ OlayMaybelline ✔ ✔ ✔* ✔* ✔ ✔*
  • 6. Brand Sustaining Strategy Reinforcement • Advertisements • Drew Barrymore, Taylor Swift • ANTM • Logo, Slogan consistency CoverGirl Revitalization Adjustment • CoverGirl & Olay • No evidence • Product Cycles
  • 7. Brand Sustaining Strategy Reinforcement • Advertisements • Fashion Week • Logo, Slogan consistency Maybelline Revitalization Adjustment • No evidence • Product Cycles
  • 8. Brand Sustaining Strategy Reinforcement • Advertisements • Liu Yifei • Logo, Slogan consistency • Workshops Revitalization • New secondary Adjustment brand • Product Cycles associations
  • 9. Expanding Strategy Europe Americans China Japan, Korea, SE AsiaLatin and Central OceaniaAmerica Standardization strategy with minimal customization
  • 10. Expanding Strategy Europe Americans China Japan, Korea, SE AsiaLatin and Central OceaniaAmerica Standardization strategy with no customization
  • 11. Expanding Strategy Asian- Americans China Japan, Korea, SE AsiaLatin and Central AfricaAmerica Always using a customization strategy
  • 12. SWOT Analysis • Likeability, relevance Strengths • High-quality, low priced productWeaknesses • Lack of customization/adaptationOpportunities • CoverGirl&Olay Threats • More customized products
  • 13. SWOT Analysis Strengths • • Lack of customization/adaptationWeaknesses • Too trendy/not relatableOpportunities • • More customized products Threats • More functional/every-day looks
  • 14. SWOT Analysis • Niche market Strengths • Customization, customer-based product • High-quality product, Irritation-free guaranteeWeaknesses • Increased costs due to customizationOpportunities • New niche markets Threats • Established brands may be able to take advantage of economies of scale
  • 15. References• http://www.maybelline.com/whats-new

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