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Red Letter Cosmetics Brand Pitch (4 of 4)
Brand Architecture
                                    Eye                 Make-up
             Mascara   Eyeliner            Foundation             Lipstick
                                  Shadow                 tools


               ?         ?          ?         ?           ?


CoverGirl
               ?         ?          ?         ?           ?         ?

Maybelline
                                              ?
               ?         ?          ?                     ?         ?
Brand Hierarchy

                    P&G



                  CoverGirl



Blast     Clean           NatureLuxe   Outlast
Brand Hierarchy

         L¡¯Oreal




       Maybelline



Great Lash
               Eye Studio
 Mascara
Brand Hierarchy




VibrantEyes   Foundation    Vibrant Skin
Extending Strategies
                                    Eye                 Make-up              Skin
             Mascara   Eyeliner            Foundation             Lipstick
                                  Shadow                 tools               Care


               ?*        ?*        ?*         ?*          ?*                 ?


CoverGirl     ?*         ?         ?          ?           ?        ?*


CoverGirl&
                                              ?
   Olay



Maybelline     ?         ?         ?*         ?*          ?        ?*
Brand Sustaining Strategy
                  Reinforcement
                   ? Advertisements
                  ? Drew Barrymore,
                       Taylor Swift
                        ? ANTM
                     ? Logo, Slogan
                       consistency


                   CoverGirl

 Revitalization                       Adjustment
                                      ? CoverGirl & Olay
  ? No evidence
                                       ? Product Cycles
Brand Sustaining Strategy

                  Reinforcement
                  ? Advertisements
                   ? Fashion Week
                    ? Logo, Slogan
                      consistency



                   Maybelline

 Revitalization                      Adjustment
  ? No evidence                      ? Product Cycles
Brand Sustaining Strategy
               Reinforcement
                   ? Advertisements
                        ? Liu Yifei
                     ? Logo, Slogan
                        consistency
                      ? Workshops




 Revitalization
 ? New secondary
                                      Adjustment
       brand                          ? Product Cycles
    associations
Expanding Strategy
                                              Europe
            Americans
                                                                 China




                                                                   Japan,
                                                                   Korea,
                                                                   SE Asia
Latin and
 Central                                    Oceania
America

                        Standardization strategy with minimal customization
Expanding Strategy
                                            Europe
            Americans
                                                              China




                                                                Japan,
                                                                Korea,
                                                                SE Asia
Latin and
 Central                                  Oceania
America

                        Standardization strategy with no customization
Expanding Strategy

             Asian-
            Americans
                                                      China




                                                       Japan,
                                                       Korea,
                                                       SE Asia
Latin and
 Central                                 Africa
America

                        Always using a customization strategy
SWOT Analysis
                ? Likeability, relevance
  Strengths     ? High-quality, low priced product


Weaknesses      ? Lack of customization/adaptation



Opportunities   ? CoverGirl&Olay



   Threats      ? More customized products
SWOT Analysis

  Strengths     ?


                ? Lack of customization/adaptation
Weaknesses      ? Too trendy/not relatable


Opportunities   ?


                ? More customized products
   Threats      ? More functional/every-day looks
SWOT Analysis
                ? Niche market
  Strengths     ? Customization, customer-based product
                ? High-quality product, Irritation-free guarantee




Weaknesses      ? Increased costs due to customization




Opportunities   ? New niche markets




   Threats      ? Established brands may be able to take advantage of economies
                  of scale
References
? http://www.maybelline.com/whats-new
Ad

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Ad

Red Letter Cosmetics Brand Pitch (4 of 4)

  • 2. Brand Architecture Eye Make-up Mascara Eyeliner Foundation Lipstick Shadow tools ? ? ? ? ? CoverGirl ? ? ? ? ? ? Maybelline ? ? ? ? ? ?
  • 3. Brand Hierarchy P&G CoverGirl Blast Clean NatureLuxe Outlast
  • 4. Brand Hierarchy L¡¯Oreal Maybelline Great Lash Eye Studio Mascara
  • 5. Brand Hierarchy VibrantEyes Foundation Vibrant Skin
  • 6. Extending Strategies Eye Make-up Skin Mascara Eyeliner Foundation Lipstick Shadow tools Care ?* ?* ?* ?* ?* ? CoverGirl ?* ? ? ? ? ?* CoverGirl& ? Olay Maybelline ? ? ?* ?* ? ?*
  • 7. Brand Sustaining Strategy Reinforcement ? Advertisements ? Drew Barrymore, Taylor Swift ? ANTM ? Logo, Slogan consistency CoverGirl Revitalization Adjustment ? CoverGirl & Olay ? No evidence ? Product Cycles
  • 8. Brand Sustaining Strategy Reinforcement ? Advertisements ? Fashion Week ? Logo, Slogan consistency Maybelline Revitalization Adjustment ? No evidence ? Product Cycles
  • 9. Brand Sustaining Strategy Reinforcement ? Advertisements ? Liu Yifei ? Logo, Slogan consistency ? Workshops Revitalization ? New secondary Adjustment brand ? Product Cycles associations
  • 10. Expanding Strategy Europe Americans China Japan, Korea, SE Asia Latin and Central Oceania America Standardization strategy with minimal customization
  • 11. Expanding Strategy Europe Americans China Japan, Korea, SE Asia Latin and Central Oceania America Standardization strategy with no customization
  • 12. Expanding Strategy Asian- Americans China Japan, Korea, SE Asia Latin and Central Africa America Always using a customization strategy
  • 13. SWOT Analysis ? Likeability, relevance Strengths ? High-quality, low priced product Weaknesses ? Lack of customization/adaptation Opportunities ? CoverGirl&Olay Threats ? More customized products
  • 14. SWOT Analysis Strengths ? ? Lack of customization/adaptation Weaknesses ? Too trendy/not relatable Opportunities ? ? More customized products Threats ? More functional/every-day looks
  • 15. SWOT Analysis ? Niche market Strengths ? Customization, customer-based product ? High-quality product, Irritation-free guarantee Weaknesses ? Increased costs due to customization Opportunities ? New niche markets Threats ? Established brands may be able to take advantage of economies of scale