red letter cosmetics brand pitch (3 of 4)
DESCRIPTION
Brand pitch of a model, unique brand: Red Letter Cosmetics, a cosmetics brand designed and specially formulated for Asian women. This file shows the third 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 value chain- Brand equity management system, including BE charter, report and responsibility- Brand equity measuring techniquesAll aspects of the brand are the exclusive design and development of Erika Friedmeyer and Mariela Hilsaca.TRANSCRIPT
Re
dLetterJust for Asia
Brand Value Chain
Marketing Investment
Strong
Strong
Moderate
Customer Mindset
Growing
Strong
Moderate
Market Performance
Stable
Healthy/Stable
Healthy/Stable
Shareholder Value
Low, but growing
Stable Up
Strong
Brand Equity Management SystemBrand Equity Charter - CoverGirlFirm view of the brand equity ✓
Scope of key brands ✓
Actual & desired equity for the brand ✓
Brand measurement system ?
Brand management programs ✓
Poor treatment for the brand ?
Brand Equity Management SystemBrand Equity Charter - MaybellineFirm view of the brand equity ✓
Scope of key brands ✓
Actual & desired equity for the brand ✓
Brand measurement system ?
Brand management programs ✓
Poor treatment for the brand ?
Brand Equity Management SystemBrand Equity Charter – Firm view of the brand equity ✓
Scope of key brands ✓
Actual & desired equity for the brand ✓
Brand measurement system ✓
Brand management programs ✓
Poor treatment for the brand X
Brand Equity Management System
Brand Equity Report
Brand Equity Responsibility
CoverGirl Submitted quarterly after quarterly trading reports “Global Marketing Officer”
Maybelline ? ?
• Goals, activity, measurement and
evaluation• Submitted quarterly
“Vice President for Branding”
Measuring Techniques
Brand Personality
Valuator
Covergirl
Relatable
Natural
Relaxed
Genuine
Measuring Techniques
Brand Personality
Valuator
Maybelline
Edgy
Fashionable
Popular
Chic
Exciting
Measuring Techniques
Brand Personality
ValuatorAsian
Original
Simple
Healthy
Memorable
Measuring Techniques
CoverGirl
Brand PersonalityVery approachable,
friendly, independent, easy-
goingBrand ImageryAppropriate for everyday looks,
for work
SymbolicIndependent woman who wants to look good without
maximum effort. ExperientialProducts are
easily applicable, packaging is convenient
FunctionalGood quality,
Some products are long lasting
Product RelatedCosmetics for eyes,
lips, foundation.Not many shades,
more natural
Measuring Techniques
Maybelline
Brand PersonalityFlashy, Attention-seeking, colorful,
fun Brand ImageryAppropriate for events, nights
out, parties
SymbolicMakes you stand out, feel sexy
ExperientialGood
mascara, easy to apply, colorful
FunctionalLow priced,
good quality, consistent
Product RelatedSame as competitors,
Strongest brands: Mascara and Lipstain
Brand PersonalityFun, trustworthy,
approachable, trendy
Brand ImageryEveryday use, special line
for going out, different colors & shades for different types and
needs
SymbolicIncrease self-
confidence, show your personality, feel good,
emphasize facial featuresExperiential
Feel beautiful & good without compromising
your facial care, “Irritation Free Guarantee”
FunctionalHigh quality, long
lasting, anti-irritation formulas
Product RelatedWide array of
cosmetics products including: foundation, eyeliner, mascara, eye shadow, blush, lipstick
Measuring Techniques
Niche/ Unrealized potential
Power Leader/
Declining Leader
New/Unfocused
Eroded
CoverGirl
Stre
ngth
Diff
eren
tiatio
n/ R
elev
ance
Brand Stature
Measuring Techniques
Maybelline
Points to Take Away
• Health benefits – “Irritation Free Guarantee”• No animal testing• Future market potential for skin care products• Combining the best aspects of CoverGirl
(approachability, simplicity) and Maybelline (fashion, trend-setting)
• 10% annual growth in the Asian cosmetic market
Sources
• http://www.prweb.com/releases/customer/intelligence/prweb3948934.htm
• http://finance.yahoo.com/q/is?s=PG+Income+Statement&annual
• http://www.cosmeticscop.com/brand_review.aspx?tid=228&brand=Cover+Girl
• http://www.wikinvest.com/stock/L'oreal_(LRLCY)