Covergirl SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 11023
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SWOT Analysis of Covergirl with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Covergirl

Parent Company

Procter and Gamble

Category

Personal Care brands

Sector

FMCG

Tagline/ Slogan

Easy, breezy, beautiful Cover girl

USP

Category leader in the cosmetic industry because of its brand P&G coupled with inexpensive products

STP

Segment

Women aged 15-40 years

Target Group

Women seeking beauty and skin care

Positioning

Cosmetics that suit the skin and enhance the beauty from a trusted brand

SWOT Analysis

Strengths

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 America’s next top model

Weaknesses

1.Less expansion in various potential markets like Asian countries
2.Decentralized organizational structure
3. Need to fill the gap of well informed new product launches

Opportunities

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

Threats

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
3. Price wars

Competition

Competitors

1.Maybelline
2.Revlon
3. Estee Lauder

4. Avon



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