red letter cosmetics brand pitch (4 of 4)

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