SWOT Analysis of Covergirl with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Procter and Gamble
Personal Care brands
Easy, breezy, beautiful Cover girl
Category leader in the cosmetic industry because of its brand P&G coupled with inexpensive products
Women aged 15-40 years
Women seeking beauty and skin care
Cosmetics that suit the skin and enhance the beauty from a trusted brand
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
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
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 3. Price wars
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