Positioning Worksheet CoverGirl

MOS 4415 Brand Management Submitted to: Colleen Sharen

Submitted by: Christine Luong | 250 514 723

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CoverGirl 1. INFORMATION ABOUT THE TARGET Demographics: Age Bracket: 13-45 Occupation Type: Teenagers and Young Professionals

Age Bullseye: 16-25 Gender: Female

Psychographics: CoverGirl consumers are comprised of trendy young females with low-to-medium income. These females are looking to purchase easy to use cosmetics1 that provide a fresh and natural look. (Proctor & Gamble, 2013) Much like their slogan, “easy, breezy, beautiful, CoverGirl,” CoverGirl offers an array of make-up products at low price. Additionally, CoverGirl consumers want variety and quality at affordable prices. (Brady, 2000) Behaviours: CoverGirl cosmetics, promotes a sense of independence to their female audience. The consumers of CoverGirl products are brand loyal and constantly depending on their make-up company to offer the latest trends promoted in fashion and the media. CoverGirl offers a sense of “girl next door” feel and look by offering products that are easy to use and subtle in application. Moreover, these consumers want to look and feel their best with spending little money and time. (Brady, 2000) Ten Things Targets Would Say About Themselves Family: “My mom always said ‘less is always more’ – that’s why I go with CoverGirl.” Relationships: “There plenty of fish in the sea.” Career: “I want a natural look for my first day.” Hobbies: “This mascara better not run when I’m on a run.” Professional Sports: “This Sunday is SuperBowl Sunday; need to make sure I look fresh for the men.” Environment: “Though it can be more expensive, I am trying to do my part in being environmentally friendly and purchasing make-up that is not tested on animals.” Body Image: “I’m at my best when I am natural.” Important: “I should have listened to my parents when they said ‘don’t waste your money on unnecessary products’ they always have my best interest at heart.” Important: “CoverGirl endorses females from all walks of life, in all shapes and sizes; they understand women.” Important: “I can’t decide which shade of lipstick would look better on me.”

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 1!Also known as makeup. ! !

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2. CATEGORY CONTEXT

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Cosmetics

Maybelline

E

CoverGirl

F

Eye Shadow

L

Lipstick

Eye Liner

Mascara

Eye Shadow

Lip Gloss

Foundation

E

Bronzer

L’Oreal

F

L

Lipstick

Eye Liner

Mascara

Lip Gloss

Foundation

Bronzer

E

F

Eye Shadow

L

Lipstick

Eye Liner

Mascara

Lip Gloss

Foundation

Bronzer

Blush Concealer

Legend E Eyes F Face L Lips 2!

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Blush

Concealer

Blush

Concealer

Category in Which Brand Competes In: Drug store cosmetics Category Segmentation Scheme: Brand focused, product need focus (eyes, face, lips) Consumer Segment in Which Brand Competes: Cosmetics specific to eyes, face, and lips for females targeted between 13-30 with an income of $0-10,000. (Figure 1)

Females

13-30

31-45

$0-10,000

0, 1-2

,00

$10

! 000

1 ,00 0 2 $

! 000 , 0 '3

Income'

Age Figure 1 – Consumer Segmented Diagram Consumer Insights Relating to the Category: Trendy young females who are budget conscious are looking for make-up products that offer quality at a low price. These females want the offering of a natural look with quality formulas. They want to feel and look their best with the use of make-up. Essentially, these females want to build a good rapport with their make-up brand to ensure loyalty for the future. A recent study done by Market Force found that brand trust plays a significant role when deciding which makeup to purchase. (Scanlan, 2010) Consumer Insights Relating to CoverGirl: CoverGirl has become a household name amongst the female audiences identifying their brand with key celebrities and offering quality products at low prices. As mentioned previously, brand trust is the most important factor in deciding which make-up products to purchase. This lies no differently for the brand CoverGirl. Consumers of the brand have built an honest relationship with CoverGirl. These consumers adore the natural feel, easy to wear, and no mess application. Recent research in 2010 reported that the female income on average for CoverGirl cosmetics was less than $50,000; CoverGirl proves to be a clear leader in affordable cosmetics. (Scanlan, 2010) Additionally, trendy females depend on CoverGirl for the latest make-up innovation. CoverGirl successfully does this by placing key celebrities as spokesperson for each of their subbrands. (Bowman, 2012) Consumers feel emotionally tied to these celebrities in terms of life cycle and lifestyle. For example, CoverGirl Taylor Swift (country singer) represents the NatureLuxe2 line of CoverGirl, which is geared towards a younger audience. Sophia Vergara !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 2 Line of CoverGirl products made with natural extracts for a lightweight feel. !

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(actress) is campaigned to showcase CoverGirl’s wide selection of lipsticks, which generally attract to an older target. Competitors: The two main competitors that CoverGirl competes against are Maybelline and L’Oreal 3 . Maybelline cosmetics is CoverGirl’s biggest competitor as it targets the same market and offers similar products. (Brady, 2000) With a catchy slogan4 and housed under a recognized parent company, L’Oreal, there is no surprise that Maybelline is continually coming in the top three of drug store cosmetics. (Scanlan, 2010) Maybelline’s main competitive advantage is that they are offered worldwide. (Canadian News Wire, 2012) Maybelline continually innovates their products to match the needs of women in all colours and culture. (Canadian News Wire, 2012) In addition, Maybelline has great presence in the fashion industry being the official sponsor of Mercedes-Benz Fashion Week5 and more recently, World MasterCard Fashion Week in Toronto. (Canadian News Wire, 2012) Furthermore, Maybelline offers competitive pricing on each of their products. Parent company of Maybelline stands L’Oreal. L’Oreal’s greatest advantage would be their current product offerings such as: hair, make-up, and skincare for professionals, affluent market, and conservative money spending consumers. Though L’Oreal is comprised of many brands and offerings, their cosmetics line is targeted to an older audience. Offering products such as anti-wrinkle, L’Oreal excels in finding the right ingredients for the right product. They are devoted to research and developments 6 ensuring their consumers are receiving the best. Furthermore, much like their subsidiary company Maybelline, L’Oreal has great presence on the world market offering various products to females of colour. (L’Oreal, 2013) Though CoverGirl has a small presence on the global scale they have relied heavily on their celebrity appeal to bring in market share. (Willett, 78) Taking the risk, CoverGirl endorses female’s of a minority ethnicity to ensure their consumer base is not limited to just Caucasians. (Willett, 78) More recently, with the launch of their Lash Blast Mascara, CoverGirl has gained the top spot in number one selling mascara nationwide. (Advertising Research Foundation, 2009) For CoverGirl to main a top contender in the drug-store cosmetics industry, they must continually innovate their product offerings. Proctor and Gamble stated that they would be reducing the use of testing cosmetics on animals and using eco-friendly products. (Proctor & Gamble, 2010) CoverGirl needs to remain focus on their corporate strategy of offering a natural look at an affordable price. It is noted that CoverGirl consumers have a binding trust with their make-up brands leading to build for future loyalty. Furthermore, CoverGirl’s main advantage is that they continue to express the importance of true beauty. CoverGirl positions their products that enhance their consumers’ beauty oppose to masking their beauty. (Proctor & Gamble, 2013)

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 3 Maybelline is a subsidiary of L’Oreal; though they compete in the same category, both brands have proven to be competing brands with CoverGirl. 4 Maybe she’s born with it. Maybe it’s Maybelline. 5 Cities include: New Work, Moscow, Amsterdam, Tokyo, and Berlin. 6 Focus much of their research into specific ingredients for different skin-tones.! !

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3. BRAND POSITIONING Functionally Insight: Benefit: Proof:

Emotionally: Insight: Benefit: Proof:

Core Values:

CoverGirl make-up will enhance a female’s natural beauty while feeling light and airy. Females can purchase make-up with a natural feel for any occasion. CoverGirl cosmetics have gained the number one spot for face make-up for numerous years and most recently is the number one selling mascara brand for the past two years. (Advertising Research Foundation, 2009) Consumers want to look and feel their best by using make-up that makes them feel easy, breezy, and beautiful. CoverGirl consumers will continue to use CoverGirl products due to a strong loyalty base that was built from the first product purchased. Research has shown that consumers who use make-up trust that their make up company is providing the most up to date products, which is why they continue to be a loyal customer. (Scanlan, 2010) Empowering women to be beautiful outside of traditional standards by offering products that provide a natural look and feel. CoverGirl makes females want to feel “easy, breezy, beautiful,” inside and out.

Positioning Statements: To young females, CoverGirl cosmetics is the drugstore make-up brand of choice that enhances their natural beauty because of their vast product offerings at affordable prices.

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Positioning Model Consumer Insights Females who want to look and feel their best with minimal make-up. They enjoy make-up with easy application and vast product offerings. They want to feel confident without having to spend a lot of money.

Brand Character • Trendy • Fashionable • Innovative • Empowering • Affordable • Honest • Charitable

CoverGirl

Self Confidence

The feeling of easy, breezy, and beautiful

Consumer Value

Emotional Benefit

Make-up that enhances a women’s natural beauty while feeling light and airy Easy application, Affordable, Oil-Free, SPF, Liquid, Powder, Volume Mascara, Lengthening Mascara, Quality

Drug store cosmetics

Functional Benefit

Brand Features

Category Context

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Sources Advertising Research Foundation. (2009). CoverGirl LashBlast – next big thing. The Advertising Research Foundation. Retrieved from http://www.warc.com.proxy1.lib.uwo.ca/Content/ContentViewer.aspx?MasterContentRef =2bcc5ce6-9d20-419e-9f7d-6e60fed7629e&q=covergirl Bowman, J. (2012) How CoverGirl Reinvented Itself for the Digital Era. WARC Exclusive. Retrieved from http://www.warc.com.proxy1.lib.uwo.ca/Content/ContentViewer.aspx?MasterContentRef =a30b588a-187c-40f5-afe4-8d0f06145271&q=covergirl Brady, B. (2000). Proctor & Gamble Company/Cover Girl: Easy, Breezy, Beautiful Cover Girl Campaign. Encyclopedia of Major Marketing Campaigns. Retrieved from http://www.warc.com.proxy2.lib.uwo.ca/Content/ContentViewer.aspx?MasterContentRef =b94d7f09-c31c-420d-beec-16514b2acb9b&q=covergirl Canadian News Wire. (2012). Maybelline New York Loves Canadian Fashion. Retrieved from http://www.newswire.ca/en/story/911785/maybelline-new-york-loves-canadian-fashion L’Oreal. (2013). The Brand. Retrieved from http://www.lorealparis.ca/the-brand.aspx Proctor & Gamble. (2010). P&G Seeks to enhance environmental credentials. Retrieved from http://www.warc.com.proxy2.lib.uwo.ca/Content/News/N27111_P26G_seeks_to_enhanc e_environmental_credentials.content?CID=N27111&ID=a9cd7a29-66cd-4fd9-8cd305d1a3183f0d&q=covergirl&qr= Proctor & Gamble. (2013). Animal Welfare and Alternatives. Retrieved from http://www.pg.com/en_US/sustainability/point_of_view/animal_welfare.shtml Scanlan, R. (2010, May 3). Cover Girl is Favourite Makeup, According to Market Force Consumer Survey. Retrieved from http://www.prweb.com/releases/customer/intelligence/prweb3948934.htm

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