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F A S T FA C T S
Cover Girl Exact Eyelights (Cosmetics : Eye Shadows) Oz. *** LifeStyle
BehaviorStage Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living Total
Start-Up Families HHs with Young Children Only < 6 72 95 174 71 161 71 109 Small Scale Families Small HHs with Older Children 6+ 143 173 181 115 154 171 161 Younger Bustling Families Large HHs with Children (6+), HOH <40 116 103 170 93 223 118 140 Older Bustling Families Large HHs with Children (6+), HOH 40+ 120 326 276 96 201 99 209 Young Transitionals Any size HHs, No Children, < 35 93 119 79 44 52 43 68 Independent Singles 1 person HHs, No Children, 35-64 67 106 59 29 54 24 54 Senior Singles 1 person HHs, No Children, 65+ 59 74 30 23 33 37 41 Established Couples 2+ person HHs, No Children, 35-54 99 122 93 71 74 60 87 Empty Nest Couples 2+ person HHs, No Children, 55-64 102 99 64 58 52 67 75 Senior Couples 2+ person HHs, No Children, 65+ 89 137 52 50 88 40 75
Total 93 150 118 62 100 70 100
Very High: 150+ High: 120-150
Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Jan (Spectra)/Homescan Product Library
Key Customer Segments: Older Bustling Families in Comfortable Country
Index – 276 Percentage – 5.7%
Older Bustling Families in Affluent Suburban Spreads Index – 326
Percentage – 9.1%
Future Target Segments: Struggling Urban Cores
I have virtually no presence whatsoever in Struggling Urban Cores and have a small volume and index in both areas. This would be a great opportunity to segway into
that area. Cosmopolitan Centers
I have more of a presence in Cosmopolitan Centers compared to Struggling Urban Cores, but not by much.
LOreal Wear Infinite Std Scrt (Cosmetics : Eye Shadows) Oz. *
LifeStyle
BehaviorStage Cosmopolitan Center
s
Affluent Suburb
an Spread
s
Comfortable
Country
Struggling
Urban Cores
Modest Workin
g Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
69 94 117 81 95 84 91
Small Scale Families Small HHs with Older Children 6+
156 216 105 52 159 65 126
Younger Bustling Families Large HHs with Children (6+), HOH <40
106 118 129 58 152 60 103
Older Bustling Families Large HHs with Children (6+), HOH 40+
79 193 188 44 113 65 128
Young Transitionals Any size HHs, No Children, < 35
92 139 98 51 63 61 79
Independent Singles 1 person HHs, No Children, 35-64
157 152 88 48 33 35 81
Senior Singles 1 person HHs, No Children, 65+
55 119 31 34 60 42 55
Established Couples 2+ person HHs, No Children, 35-54
104 157 199 67 55 146 127
Empty Nest Couples 2+ person HHs, No Children, 55-64
127 206 105 58 132 72 123
Senior Couples 2+ person HHs, No Children, 65+
73 117 100 54 66 87 87
Total 105 157 120 54 86 72 100
Maybelline Expert Wear (Cosmetics : Eye Shadows) Oz.
LifeStyle
BehaviorStage Cosmopolitan Center
s
Affluent Suburb
an Spread
s
Comfortable
Country
Struggling
Urban Cores
Modest Workin
g Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
55 96 98 74 119 206 114
Small Scale Families Small HHs with Older Children 6+
86 212 120 62 147 105 128
Younger Bustling Families Large HHs with Children (6+), HOH <40
97 170 108 88 133 118 121
Older Bustling Families Large HHs with Children (6+), HOH 40+
130 175 150 74 143 156 145
Young Transitionals Any size HHs, No Children, < 35
83 66 74 71 95 97 82
Independent Singles 1 person HHs, No Children, 35-64
56 58 93 48 62 52 61
Senior Singles 1 person HHs, No Children, 65+
47 73 56 27 52 39 48
Established Couples 2+ person HHs, No Children, 35-54
82 113 130 99 129 121 114
Empty Nest Couples 2+ person HHs, No Children, 55-64
143 117 110 103 74 87 104
Senior Couples 2+ person HHs, No Children, 65+
87 92 106 57 93 97 93
Total 85 122 108 69 100 103 100
LOreal Hip Studio Secrets (Cosmetics : Eye Shadows) Oz. ***
LifeStyle
BehaviorStage Cosmopolitan Centers
Affluent Suburb
an Spread
s
Comfortable
Country
Struggling
Urban Cores
Modest Workin
g Towns
Plain Rural Living
Total
Start-Up Families HHs with Young Children Only < 6
154 150 93 117 164 105 131
Small Scale Families Small HHs with Older Children 6+
188 154 158 106 133 99 137
Younger Bustling Families Large HHs with Children (6+), HOH <40
212 146 127 140 141 124 142
Older Bustling Families Large HHs with Children (6+), HOH 40+
133 145 134 97 128 101 126
Young Transitionals Any size HHs, No Children, < 35
112 126 72 64 74 62 84
Independent Singles 1 person HHs, No Children, 35-64
72 97 100 38 55 32 63
Senior Singles 1 person HHs, No Children, 65+
72 72 87 31 57 29 55
Established Couples 2+ person HHs, No Children, 35-54
153 128 88 82 78 101 105
Empty Nest Couples 2+ person HHs, No Children, 55-64
148 174 75 115 68 83 109
Senior Couples 2+ person HHs, No Children, 65+
104 99 49 87 58 66 73
Total 126 133 97 83 90 77 100
TOP COMPETITORS Primary Competitor:
L’Oreal Wear Infinite Std Secrets because it has primarily the same index and volume as Covergirl
Exact Eyelights.
Opportunities to Gain Market Share: After looking at all of my competitors, none of us really have presence within the Independent Singles, Senior Singles, or Senior Couples categories. Barely
anyone has a presence in Struggling Urban Cores either.
CONSUMER P R O F I L E
0
20
40
60
80
100
120
140
160
180
Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Consumer Profile Region = United States, Channel = All Channels, BehaviorStage = Total, Measure
= Total Volume per 100 HHs Index
Cover Girl Exact Eyelights (Cosmetics : Eye Shadows) Oz. *** Maybelline Expert Wear (Cosmetics : Eye Shadows) Oz. LOreal Wear Infinite Std Scrt (Cosmetics : Eye Shadows) Oz. * LOreal Hip Studio Secrets (Cosmetics : Eye Shadows) Oz. ***
This shows how Covergirl Exact Eyelights compares to i t s compet i to r s in different locations. In certain categories such as A f f l u e n t S u b u r b a n Spreads, Comfortable Country, and Modest Working Towns it is doing quite wel l . There are obvious opportunities for growth within different areas like Cosmopolitan Centers, Struggling Cores, and Plain Rural Living compared to its top three competitors which are Maybelline Expert Wear, L ’Orea l Wear In f in i te S t u d i o S e c r e t s , a n d L’Oreal Hip Studio Secrets.
80
85
90
95
100
105
110
Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Consumer Profile Region = United States, Channel = All Channels, BehaviorStage = Total, Measure = Total Volume per 100 HHs
Index
TOTAL EYE SHADOWS (COSMETICS) OZ.
This graph shows how the entire category is doing as a whole within different areas. Modest Working Towns and Comfortable Country are currently great areas for continuing to do well, but
there are opportunities in areas such as Struggling Urban Cores and Cosmopolitan Centers.
P R O D U C T S N A P S H O T
Demographic Skews
Total Consumpti
on Index Oldest Child 12 - 17 34% 203 Married Families with Children 41% 191 Suburban Aristocrats 7% 191 Presence of Only Children 6 - 17 37% 184 5+ Person Households 20% 182 Income $150,000+ 12% 177 Service Occupations 14% 168 Presence of Both Children Under 6 and 6 - 17 13% 167
4 Person Households 23% 166 Executive, Administrative & Managerial Occupations 14% 160
Product Diagnostics Measures Brand Category Total Consumption 0.07 4.17
Penetration 0.32% 11.64%
Buying Rate 0.20 0.36
Definitions Total Consumption is the amount of product
annually consumed by the HH or Adult (per 100 HHs or Adults).
Penetration represents the number of HHs or Adults who have tried the product at least once.
Buying Rate shows the number of items purchased during the time period covered by the
selected data source (per Buyer).
Importance of Demographic Attributes Attributes Importance Household Composition 42.4 Number of Persons 41.2 Occupation of Head of Household 38.4 Age of Oldest Child 37.5 Household Income 37.3 Age and Presence of Children 34.6 Marital Status of Head of Household 26.4 Race of Head of Household 23.0 Number of Vehicles in Household 22.5 Age of Head of Household 22.3 Housing Tenure 6.3 Education of Head of Household 4.3
Channel Summary %
Volume
Total Volume per 100
HHs All Other 100% 0.07
This makes it difficult to figure out where exactly Covergirl should target their market and sell their
products, but the best options are department stores, grocery stores, and drug stores after doing more
extensive research.
Most Important Demographic Attributes for Covergirl: Household Composition, Number of Persons, and Occupation of Head of Household.
Most Important Demographic Attributes for the Category: Household Composition, Age of Head of Household, Number of Persons
Opportunity for growth; Covergirl only has 0.07 Total Consumption
where as the brand category has 4.17 Total Consumption.
Variables and Measures Demographic Variables % Volume Index Race of Head of Household White 75.0% 106 Black 4.6% 40 Hispanic 15.2% 133 Asian 2.7% 70 Other 2.5% 108 Number of Persons 1 Person 12.3% 47 2 Persons 25.4% 78 3 Persons 19.8% 117 4 Persons 23.0% 166 5+ Persons 19.5% 182 Household Income Under $10,000 3.7% 46 $10,000 - $19,999 4.3% 42 $20,000 - $29,999 7.2% 66 $30,000 - $39,999 7.5% 69 $40,000 - $49,999 8.5% 85 $50,000 - $74,999 24.9% 128 $75,000 - $99,999 16.6% 140 $100,000 - $149,999 14.9% 131 $150,000 or More 12.3% 177 Age of Head of Household Age 18 - 24 4.5% 99 Age 25 - 34 16.6% 105 Age 35 - 44 28.1% 151 Age 45 - 54 26.0% 123 Age 55 - 64 11.6% 64 Age 65 - 74 7.7% 65 Age 75 or More 5.5% 54 Age and Presence of Children Age < 6 7.5% 87 Age 6 - 17 37.0% 184 Age < 6 & 6 - 17 12.6% 167 No Children 42.9% 67 Housing Tenure Own 74.3% 112 Rent 25.7% 76
Variables and Measures Demographic Variables % Volume Index Education of Head of Household Not a High School Graduate 10.5% 75 High School Graduate 23.1% 85 Some College 31.9% 113 College Graduate 19.8% 111 Post College Degree 14.6% 115 Spectra LifeStyle Urban High Society 2.8% 89 Suburban Aristocrats 6.8% 191 Prosperous Suburbs 6.9% 157 Elite Country Manors 4.6% 124 Affluent Suburbs 5.2% 117 Affluent Minipolitan Sprawl 7.5% 142 Affluent Country Living 4.3% 132 Cosmopolitan Urban Mix 4.6% 91 Cosmopolitan Suburbs 5.1% 97 Midscale Suburban Mix 4.3% 114 Midscale Minipolitan 3.2% 96 Midscale Fringe Towns 4.3% 103 Midscale Working Towns 7.1% 116 Striving Urban Melting Pot 3.3% 61 Striving Suburban Mix 3.5% 98 Striving Small City Living 3.1% 96 Moderate Blue-Collar Towns 4.3% 77 Moderate Country Living 3.1% 74 Struggling Urban Mix 2.3% 61 Struggling Small City Mix 2.1% 67 Struggling Minipolitan 4.4% 96 Struggling Country Living 2.5% 62 Struggling Rural Mix 2.3% 78 Struggling Backroad Living 2.5% 60 Age of Oldest Child Age Under 6 7.0% 81 Age 6 - 11 16.9% 159 Age 12 - 17 34.5% 203 No Children 41.7% 65
Variables and Measures Demographic Variables % Volume Index Occupation of Head of Household Exec/Admin/Management 14.1% 160 Prof & Specialty 16.9% 128 Sales Technicians 4.4% 71 Administrative Support 8.0% 115 All Service 14.4% 168 Crafts & Precision 17.4% 148 Transportation & Material Moving 2.9% 73 Farm/Forest/Fishing 0.5% 116 No Civilian Employment 21.5% 54 Marital Status of Head of Household Single 9.6% 50 Married 67.3% 133 Divorced, Separated & Widowed 23.1% 77 Household Composition Married Family with kids 41.2% 191 Married Family without kids 23.2% 79 Female Head Only with kids 7.3% 96 Male Head Only with kids 2.1% 89 Multi-Person Household without kids 13.7% 102 1 Person Household 12.7% 49 Number of Vehicles in Household No Vehicles 6.7% 76 1 Vehicle 19.8% 59 2 Vehicles 50.0% 132 3 or More Vehicles 23.6% 118 Census Division East North Central 18.4% 120 East South Central 10.6% 169 Middle Atlantic 8.1% 61 Mountain 8.3% 118 New England 3.9% 81 Pacific 8.5% 57 South Atlantic 15.6% 78 West North Central 9.6% 138 West South Central 17.1% 150
Important Attributes: Race of Head of Household
White – Volume 75.0%, Index 106 Hispanic – Volume 15.2%, Index 133
Number of Persons 5+ Person Household - Volume 19.5%, Index 182
Household Income 150,000+ - Volume 12.3%, Index 177
Age 35 – 44 – Volume 28.1%, Index 151
Household Composition Married Family with kids – Volume 41.2%, Index 191
Spectra LifeStyle Suburban Aristocrats – Volume 6.8%, Index 191
The Covergirl Exact Eyelights Target Consumer can be described as:
A White or Hispanic mother between the ages of 35-44 living in an “Affluent Suburban Spread” but can be considered a “Suburban Aristocrat”. She lives in a household with five or more people and has children between the ages of six and seventeen. She is married and has a household income of $150,000+. She owns her home and works in an executive, administrative, or managerial role. She lives in a household with two vehicles. She primarily lives in the East South Central and West South Central United States.
T A R G E T M A N A G E R
Older Bustling Families in Affluent Suburban Spreads Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage Cosmopolitan Centers
Affluent Suburban Spreads
Comfortable Country
Struggling Urban Cores
Modest Working Towns Plain Rural Living Total
Start-Up Families HHs with Young Children Only < 6 72 95 174 71 161 71 109
Small Scale Families Small HHs with Older Children 6+ 143 173 181 115 154 171 161
Younger Bustling Families Large HHs with Children (6+), HOH <40 116 103 170 93 223 118 140
Older Bustling Families Large HHs with Children (6+), HOH 40+ 120 326 276 96 201 99 209
Young Transitionals Any size HHs, No Children, < 35 93 119 79 44 52 43 68
Independent Singles 1 person HHs, No Children, 35-64 67 106 59 29 54 24 54
Senior Singles 1 person HHs, No Children, 65+ 59 74 30 23 33 37 41
Established Couples 2+ person HHs, No Children, 35-54 99 122 93 71 74 60 87
Empty Nest Couples 2+ person HHs, No Children, 55-64 102 99 64 58 52 67 75
Senior Couples 2+ person HHs, No Children, 65+ 89 137 52 50 88 40 75
Total 93 150 118 62 100 70 100
Source: Spectra BehaviorScape: Total Consumption/Spectra 2013 Jan (Spectra)/Homescan Product Library 2012
Consumer Target
Target identified by highlighted cells.
Target cells are weighted equally.
Target Summary
9.1 % Total Volume
2.8 % Households
326 Average Index
Although this is an extremely small segment, it indexes at 326 which is huge. If I want to stay within this target segment, I know that I can continue to do well because they already purchase a substantial amount of my product. This is where the most of my customers come from. We index the highest here with an Index of 326; have a total of 9.1% volume, and 2.8% households.
T A R G E T R A N K I N G
Geography Name Older Bustling Families in Affluent Suburban Spreads
Total % HHs Target % HHs Target % Pen Target Index Target HHs
48374 Novi MI 0.03% 0.33% 31.53% 1278 1,449 60043 Kenilworth IL 0.00% 0.05% 29.69% 1204 227 45174 Terrace Park OH 0.00% 0.05% 27.51% 1115 205 60564 Naperville IL 0.07% 0.70% 25.96% 1052 3,098 60585 Plainfield IL 0.03% 0.31% 25.54% 1035 1,388 60047 Lake Zurich IL 0.08% 0.78% 25.45% 1031 3,467 60490 Bolingbrook IL 0.03% 0.31% 24.10% 977 1,369 60022 Glencoe IL 0.02% 0.15% 23.78% 964 664 46814 Fort Wayne IN 0.02% 0.18% 23.56% 955 795 48098 Troy MI 0.04% 0.38% 23.22% 941 1,674 60487 Tinley Park IL 0.05% 0.44% 23.03% 933 1,935 60175 Saint Charles IL 0.04% 0.37% 22.85% 926 1,621 60565 Naperville IL 0.08% 0.73% 22.70% 920 3,227 60037 Fort Sheridan IL 0.00% 0.00% 22.17% 898 20 46033 Carmel IN 0.07% 0.66% 21.93% 889 2,928 60192 Hoffman Estates IL 0.03% 0.25% 21.75% 882 1,110
Target Ranking by Zip Code
Store Name Store Address
Older Bustling Families in Affluent Suburban Spreads
Total % HHs Target % HHs Target % Pen Target Index
DOLLAR TREE 4441 3103 111th St: Naperville IL: 60564 0.00% 0.05% 26.71% 1192
TARGET STORE 1403 12800 S Route 59: Plainfield IL: 60585 0.03% 0.35% 25.26% 1128
WAL MART SUPERCENTER 5038 12690 S Route 59: Plainfield IL: 60585 0.04% 0.36% 22.54% 1006
DOLLAR TREE 4226 279 N Weber Rd: Bolingbrook IL: 60490 0.00% 0.04% 22.13% 988
KMART 3559 15830 S Bell Rd: Homer Glen IL: 60491 0.01% 0.06% 22.05% 984
DOLLAR GENERAL 12263 996 W Army Trail Rd: Carol Stream IL: 60188 0.00% 0.04% 21.60% 964
MEIJER SUPERMARKET 214 13521 S Route 59: Plainfield IL: 60544 0.04% 0.33% 20.10% 897
MEIJER SUPERMARKET 169 225 N Weber Rd: Bolingbrook IL: 60490 0.05% 0.39% 18.35% 819
TARGET STORE 867 1188 W Boughton Rd: Bolingbrook IL: 60440 0.05% 0.38% 18.30% 817
BIG LOTS 4567 111 S Weber Rd: Bolingbrook IL: 60490 0.02% 0.16% 18.24% 814
DOLLAR TREE 1350 723 W Main St: Lake Zurich IL: 60047 0.01% 0.04% 17.93% 800
TARGET STORE 2028 2370 E Lincoln Hwy: New Lenox IL: 60451 0.05% 0.40% 17.65% 788
DOLLAR GENERAL 10269 366 Northwest Hwy: Cary IL: 60013 0.00% 0.02% 17.30% 772
DOLLAR TREE 4079 836 S Randall Rd: Algonquin IL: 60102 0.00% 0.03% 17.07% 762
FIVE BELOW 710 9275 W 159th St: Orland Hills IL: 60477 0.00% 0.04% 16.86% 752
Target Ranking by Store
Although Novi, Michigan ranks the
highest when it comes to zip code, there is a
wider range of presence with the
Covergirl product in the outskirts of
Chicago and into the suburbs of Illinois. This is a better opportunity for targeting a larger
market.
Covergirl products are sold the most in the suburban Chicago
area. Top stores include the Dollar
Tree, Target, Wal-Mart, K-Mart, Dollar
General, and Meijer Super Market.
B E S T PRODUCTS
Books & Magazines
Product
Older Bustling Families in Affluent Suburban Spreads
Total Consumption - Total Volume per 100 HHs
Total Measure Target Measure Target Index
Magzn Select Titles
Tiger Beat (Books & Magazines : Magzn Select Titles) Ct. *** 0.35 0.88 252
In Style (Books & Magazines : Magzn Select Titles) Ct. ** 0.60 1.48 247
Seventeen (Books & Magazines : Magzn Select Titles) Ct. *** 0.37 0.84 229
Pop Star (Books & Magazines : Magzn Select Titles) Ct. *** 0.27 0.60 224
Self (Books & Magazines : Magzn Select Titles) Ct. *** 0.26 0.52 201
Oxygen (Books & Magazines : Magzn Select Titles) Ct. *** 0.39 0.73 186
Prevention (Books & Magazines : Magzn Select Titles) Ct. * 0.79 1.47 185
Cosmopolitan (Books & Magazines : Magzn Select Titles) Ct. ** 1.15 2.10 183
Rolling Stone (Books & Magazines : Magzn Select Titles) Ct. *** 0.30 0.54 181
People (Books & Magazines : Magzn Select Titles) Ct. 14.39 25.34 176
J 14 (Books & Magazines : Magzn Select Titles) Ct. *** 0.47 0.81 172
Shape (Books & Magazines : Magzn Select Titles) Ct. *** 0.36 0.57 160
Time (Books & Magazines : Magzn Select Titles) Ct. ** 0.51 0.81 159
O (Books & Magazines : Magzn Select Titles) Ct. * 1.04 1.56 149
Fine Cooking (Books & Magazines : Magzn Select Titles) Ct. *** 0.29 0.41 139
Rodale Press (Books & Magazines : Magzn Select Titles) Ct. *** 0.38 0.51 133
Better Hmes And Grdns (Books & Magazines : Magzn Select Titles) Ct. 3.22 4.09 127
Pillsbury (Books & Magazines : Magzn Select Titles) Ct. ** 0.43 0.54 124
Consumer Reports (Books & Magazines : Magzn Select Titles) Ct. *** 0.32 0.39 122
The best magazines for placing advertising in, placing sales
promotions in, or partnering with are:
- Tiger Beat - In Style
- Seventeen - Pop Star
- Self
It’s important to know this because of all of the possible opportunities for the
Covergirl brand that can be implemented by working in
conjunction with these magazines. Not only can Covergirl advertise in
them, but Covergirl can post on their social media sites and converse with
their readers to gain control of the market and advance ahead of
competitors.
The five categories that are best for cross promotion are mascara, lip stick, foundation, nail polish, and blush. They are great for cross promotion because I can continue to cross promote
with other CoverGirl products.
Product Older Bustling Families in Affluent Suburban Spreads
Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Mascara Rimmel Lash Accelerator (Cosmetics : Mascara) Oz. *** 0.06 0.22 362 Rimmel The Max Volume Flash (Cosmetics : Mascara) Oz. *** 0.08 0.22 283 Cover Girl Lash Blast Volume (Cosmetics : Mascara) Oz. 0.88 2.10 237 Maybelline Lash Stiletto (Cosmetics : Mascara) Oz. ** 0.20 0.48 236 LOreal Extra-Volume Collagen (Cosmetics : Mascara) Oz. * 0.31 0.73 236 LOreal Telescopic Explosion (Cosmetics : Mascara) Oz. * 0.22 0.51 233 Maybelline The Clsl Vlm Exprs (Cosmetics : Mascara) Oz. 0.59 1.37 232 Maybelline Great Lash (Cosmetics : Mascara) Oz. 1.98 4.52 228 LOreal Double Extend (Cosmetics : Mascara) Oz. * 0.39 0.89 226 Cover Girl Lash Blast Fusion (Cosmetics : Mascara) Oz. * 0.77 1.68 218
Product Older Bustling Families in Affluent Suburban Spreads
Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Lipsticks Noteworthy (Cosmetics : Lipsticks) Oz. ** 0.27 0.83 309 Cover Girl Wet Slicks (Cosmetics : Lipsticks) Oz. *** 0.07 0.22 302 Townley Dist-NBL (Cosmetics : Lipsticks) Oz. *** 0.08 0.21 256 Maybelline Shine Sensational (Cosmetics : Lipsticks) Oz. *** 0.13 0.34 256 E.L.F. (Cosmetics : Lipsticks) Oz. ** 0.23 0.56 240 Wet N Wild Mega Slicks (Cosmetics : Lipsticks) Oz. *** 0.09 0.19 216 Bonne Bell Lip Smacker (Cosmetics : Lipsticks) Oz. * 0.88 1.86 211 Burts Bees (Cosmetics : Lipsticks) Oz. ** 0.15 0.31 211 Expressions (Cosmetics : Lipsticks) Oz. *** 0.57 1.08 189 Bon Bons (Cosmetics : Lipsticks) Oz. ** 0.27 0.47 175
Product Older Bustling Families in Affluent Suburban Spreads
Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Foundation-Liquid N.Y.C. New York Color (Cosmetics : Foundation-Liq) Oz. *** 0.27 0.78 286 Almay Smart Shade Smart Balanc (Cosmetics : Foundation-Liq) Oz. *** 0.22 0.43 197 LOreal True Match (Cosmetics : Foundation-Liq) Oz. * 1.04 1.99 191 Rimmel Lasting Finish (Cosmetics : Foundation-Liq) Oz. *** 0.33 0.49 150 Neutrogena Skin Clearing (Cosmetics : Foundation-Liq) Oz. *** 0.38 0.55 145 LOreal Visible Lift (Cosmetics : Foundation-Liq) Oz. * 1.05 1.49 141 Cover Girl Advanced Radiance (Cosmetics : Foundation-Liq) Oz. * 0.95 1.32 138 Cover Girl Natureluxe (Cosmetics : Foundation-Liq) Oz. ** 0.53 0.67 125 TOTAL FOUNDATION-LIQUID (COSMETICS) OZ. 23.93 27.73 116 Neutrogena Healthy Skin (Cosmetics : Foundation-Liq) Oz. ** 0.41 0.47 113
Co-branding Opportunities:
Mascara It partners well with eye
shadow. If consumers are buying eye shadow, there’s a high possibility that they
will be needing mascara as well.
Lipstick Lipstick is another cosmetic product that goes hand-in-hand with eye shadow and
gives an opportunity for Covergirl to promote a
variety of their products.
Foundation (Liquid) Foundation is another cosmetic product that
gives Covergirl the ability to showcase their diverse
variety of products.
Product Older Bustling Families in Affluent Suburban Spreads
Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Nail Polish Sally Hansen Hd (Cosmetics : Nail Polish) 1/2 ounce ** 0.61 1.57 256 Confetti (Cosmetics : Nail Polish) 1/2 ounce *** 0.38 0.80 208 Sally Hansen Crackle Overcoat (Cosmetics : Nail Polish) 1/2 ounce *** 0.37 0.76 206 Cover Girl Cg Boundless Color (Cosmetics : Nail Polish) 1/2 ounce *** 0.40 0.81 200 Petites (Cosmetics : Nail Polish) 1/2 ounce *** 0.23 0.44 191 N.Y.C. New York Color (Cosmetics : Nail Polish) 1/2 ounce 4.13 7.55 183 Sally Hansen Insta-Dri (Cosmetics : Nail Polish) 1/2 ounce 1.48 2.61 177 Opi (Cosmetics : Nail Polish) 1/2 ounce 3.22 5.63 175 N.Y.C. New York Color miNute (Cosmetics : Nail Polish) 1/2 ounce *** 0.23 0.40 171 L.A. Colors Art Deco (Cosmetics : Nail Polish) 1/2 ounce ** 0.87 1.44 165
Product Older Bustling Families in Affluent Suburban Spreads
Total Consumption - Total Volume per 100 HHs Total Measure Target Measure Target Index
Blushers Maybelline Expert Wear (Cosmetics : Blushers) Oz. ** 0.08 0.23 274 LOreal True Match (Cosmetics : Blushers) Oz. ** 0.09 0.20 207 Cover Girl Instant Chkbn (Cosmetics : Blushers) Oz. ** 0.12 0.18 152 Cover Girl Classic Color (Cosmetics : Blushers) Oz. * 0.27 0.40 150 Maybelline Fit Me! (Cosmetics : Blushers) Oz. *** 0.06 0.08 137 TOTAL BLUSHERS (COSMETICS) OZ. 2.15 2.75 128 Cover Girl Cheekers (Cosmetics : Blushers) Oz. 0.30 0.31 103 Revlon (Cosmetics : Blushers) Oz. ** 0.09 0.10 102 Cover Girl&Olay Simply Ageless (Cosmetics : Blushers) Oz. *** 0.11 0.11 102 Wet n Wild Color Icon (Cosmetics : Blushers) Oz. *** 0.03 0.03 85
Nail Polish By promoting Covergirl nail
polish along with Covergirl eye shadow, it provides an
unexpected twist and isn’t something cosmetic brands
usually pair together.
Blush Promoting blush and eye shadow together allows Covergirl to showcase its
diverse variety of products.
T A R G E T S L O C A L BEHAVIORS
Geography Name Older Bustling Families in Affluent Suburban Spreads
Total % HHs Target % HHs Target % Pen Target Index Target HHs
48374 Novi MI 0.03% 0.33% 31.53% 1278 1,449 60043 Kenilworth IL 0.00% 0.05% 29.69% 1204 227 45174 Terrace Park OH 0.00% 0.05% 27.51% 1115 205 60564 Naperville IL 0.07% 0.70% 25.96% 1052 3,098 60585 Plainfield IL 0.03% 0.31% 25.54% 1035 1,388 60047 Lake Zurich IL 0.08% 0.78% 25.45% 1031 3,467 60490 Bolingbrook IL 0.03% 0.31% 24.10% 977 1,369 60022 Glencoe IL 0.02% 0.15% 23.78% 964 664 46814 Fort Wayne IN 0.02% 0.18% 23.56% 955 795 48098 Troy MI 0.04% 0.38% 23.22% 941 1,674 60487 Tinley Park IL 0.05% 0.44% 23.03% 933 1,935 60175 Saint Charles IL 0.04% 0.37% 22.85% 926 1,621 60565 Naperville IL 0.08% 0.73% 22.70% 920 3,227 60037 Fort Sheridan IL 0.00% 0.00% 22.17% 898 20 46033 Carmel IN 0.07% 0.66% 21.93% 889 2,928 60192 Hoffman Estates IL 0.03% 0.25% 21.75% 882 1,110
Although there is the opportunity for Covergirl to
target different cities throughout the Midwest, it
makes more sense to promote Covergirl Exact
Eyelights within the suburbs of Chicago, Illinois. There is
a huge portion of consumers located here
which makes sales promotion and advertising
efforts easier and more targeted.
Top Radio Stations:
Top Television Networks:
Top Entertainment/Recreational Activities:
Online Shopping Habits:
T A R G E T C O N S U M E R O V E R V I E W
My target consumer is a 35-44 year old mother living in the suburbs of Chicago, Illinois. She is outgoing, confident, and knows exactly what she wants. She works in an executive role and spends the majority of her free time with her husband and children. She has a household income of $150,000+ a year. Her oldest child is between the ages of 12-17 and she has five or more people living in her household. She listens to the radio and reads the local newspaper. She isn’t overly fussy with cosmetics and is looking for an eye shadow that will bring out her natural beauty b u t i s o f q u a l i t y f o r a r e a s o n a b l e p r i c e .
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