Description
SWOT ANALYSIS OF COVERGIRL
Covergirl
Parent Company
Procter and Gamble
Category
Personal Care brands
Sector
FMCG
Tagline/ Slogan
Easy, breezy, beautiful Cover girl
Category leader in the cosmetic industry because of its brand P&G USP coupled with inexpensive products STP
Segment
Women aged 15-40 years
Target Group
Women seeking beauty and skin care
Cosmetics that suit the skin and enhance the beauty from a trusted Positioning brand SWOT Analysis
1. Promotion through big celebrities 2. Website that connects various users and gives tips on usage of its products 3. Umbrella brand of P&G through which its products are promoted in several different channels 4. Taken additional steps to offer more services 5.Created a larger market by partnering with successful shows like Strength America’s next top model
1.Less expansion in various potential markets like Asian countries 2.Decentralized organizational structure Weakness 3. Need to fill the gap of well informed new product launches
Opportunity
1. Expand the distribution network in newer and potential markets
2.Better promotion through advertisements on tv and magazines 3.Partner with salons and small beauty retail stores to expand their current retail market
1.Aggressive competition with many potential competitors selling quality products within the same range 2.Rumors about covergirl cosmetics using animal testing to test its products Threats 3. Price wars Competition
1.Maybelline 2.Revlon 3. Estee Lauder Competitors 4. Avon
doc_614027151.docx
SWOT ANALYSIS OF COVERGIRL
Covergirl
Parent Company
Procter and Gamble
Category
Personal Care brands
Sector
FMCG
Tagline/ Slogan
Easy, breezy, beautiful Cover girl
Category leader in the cosmetic industry because of its brand P&G USP coupled with inexpensive products STP
Segment
Women aged 15-40 years
Target Group
Women seeking beauty and skin care
Cosmetics that suit the skin and enhance the beauty from a trusted Positioning brand SWOT Analysis
1. Promotion through big celebrities 2. Website that connects various users and gives tips on usage of its products 3. Umbrella brand of P&G through which its products are promoted in several different channels 4. Taken additional steps to offer more services 5.Created a larger market by partnering with successful shows like Strength America’s next top model
1.Less expansion in various potential markets like Asian countries 2.Decentralized organizational structure Weakness 3. Need to fill the gap of well informed new product launches
Opportunity
1. Expand the distribution network in newer and potential markets
2.Better promotion through advertisements on tv and magazines 3.Partner with salons and small beauty retail stores to expand their current retail market
1.Aggressive competition with many potential competitors selling quality products within the same range 2.Rumors about covergirl cosmetics using animal testing to test its products Threats 3. Price wars Competition
1.Maybelline 2.Revlon 3. Estee Lauder Competitors 4. Avon
doc_614027151.docx