Situation Analysis
Situation Analysis
Situation Analysis
POINT OF PURCHASE
(POP)
PRODUCT : REVLON
GROUP 6
1. SITI ZULAIKA BT KHALED 1132702470
2. MAIZATUL MARDHIAH BT MD KAMAL 1132700889
3. NIK MOHD ASYRAF
1. PROBLEM STATEMENT
REVLON
lipstick
Lack
of
Market
Attention
Revlon
lipstick
is
an old product that was founded in 1932. Because Revlon in an old product we know
that currently there are many competitors that are providing cosmetic products aswell-as beautician services to women at high and low prices. And also lots of
competitor for lipstick brand. The existing of this product in Malaysia almost was not
recognizable by other because of lots competitor. There is not much attraction from
people since it lack of people attention thus to lack of competitors.
Now we have come out with new solution to promoting Revlon lipstick creatively by
using medium of POP glorifier. It is because Revlon lipstick comes in a small size and
we also believe that glorifier pop display should be a great idea to engage with all the
customer thus, will builds customers confident and brand loyalty.
Revlon Lipstick
For seven decades, women everywhere have indulged in the bold, luxurious
shades of our most iconic lipstick. Super Lustrous creates unforgettably
seductive lip color in four finishes crme, matte, pearl, and shine and is
available in 82 vibrant shades. The legacy lives on.
Product Description
Product Name
Juicy Papaya
Sorbet
Crme Brulee
Texture
Buttery Smooth
Buttery Smooth
Buttery Smooth
Product
Name
Sultry Samba
Black Cherry
Berry Couture
Product
Image
Product
Image
Texture
Matte
Matte
Matte
Product Classification
Consumer / Industrial
Consumer
Durability
Durable
Shopping Goods
Product Characteristic
Capacity
2g
Category
Cosmetics
Price
RM 30.00
Per Container
Distribution
Direct / Indirect
Indirect
Exclusive / Selective
Exclusive
Promotional History
The Company uses print, television and internet advertising, as well as pointof-sale merchandising, including displays and samples, and coupons and
other trial incentives. The Companys marketing emphasizes a uniform global
image and product for its portfolio of core brands. The Company coordinates
advertising campaigns with in-store promotional and other marketing
activities. The Company develops jointly with retailers carefully tailored
advertising, point-of-purchase and other focused marketing programs.
(These excerpts taken from the REV 10-K filed Feb 25, 2009.)
partnered with some of the worlds most unforgettable women, including Iman,
Claudia Schiffer, Cindy Crawford and Christy Turlington.
1990s
Revlon debuted its ColorStay collection in the 1990s. Featuring Brand Ambassador
Halle Berry, the line soon became the #1 long wear brandand has remained so ever
since
2000s
The millennium brought a bold new influence to Revlon when world-renowned makeup
artist Gucci Westman joined as Global Artist Director through April 2015, pushing the
brand on the forefront of trend and fashion.
In 2011, talented and style savvy movie stars Emma Stone and Olivia Wilde joined the
long list of inspiring, beautiful women who call themselves Revlon Brand Ambassadors.
REVLON MISSION STATEMENT
To be well known and accepted as the high value provider by constant innovation and
improvement in products to keep pace with the changes in consumer lives.
REVLON VISION STATEMENT
Revlons vision is to provide glamour. Excitement and innovation through quality product
at affordable prices.
PSYCHOGRAPHIC
Perception
Learning
Motivation
Attitude
Personality
Lifestyle
STAKEHOLDERS CHARACTERISTICS
Primary
Secondary
Local cosmetics
http://www.themalaysianinsider.com/features/article/the-beauty-of-thebeauty-industry#sthash.SMV6xbvI.dpuf
a) Identifying competitors :
Competitors such as AVON lipstick cosmetics which have the similar
design like the Revlon Lipstick. Without proper supervision , there will
be a confusing in product between Avon and Revlon Lipstick.
b) Competitors market share :
Avon has a
womans
are
always
as
high
c) Their Product
Features :
e) Their position :
Avon in Malaysia is known for a long time and quite easy to find in
Malaysia. With the technology nowadays, mostly of Malaysians already
favouring this product rapidly.
g) Media expenditure :
There is no estimated and approximate numbers but their media
expenditure is quite large which lead to successful in promotion.
7. SWOT ANALYSIS
STRENGTH
1. Product sold in over 100 countries
across six continents.
2. Cosmetics trendsetter of cosmetics
and personal care
3. Strongest consumer brand franchises
in the world
4. Good quality products
WEAKNESS
1. Many players in the market restrict
market share
2. Brand penetration is mostly in the
cities
3. Focused on a certain group of people.
OPPORTUNITY
THREAT