Integrated Marketing Report: Cover Girl
INTEGRATED MARKETING PROGRAM ASSIGNMENT
Background
CoverGirl is a leader in the cosmetic market and with consumers. It is the number one consumed cosmetics brand in Canada. According to AC Nielsen, CoverGirl ranks number one cross the key consumer measures; it is the brand in the most number of households, the brand with the highest loyalty and highest purchase frequency.
The LashBlast boutique is the number one boutique in the mascara category and accounts for 20% of CoverGirl’s business. Two of the Blast mascaras are in the top three in the entire mascara category and as a stand alone brand Blast would rank number seven in ranking of mass cosmetics mascaras. This includes brands like Almay and Annabelle. The LashBlast mascara line-up offers everything a woman could desire to enhance their eyes and lashes. The original orange tube adds volume; Luxe (red tube) adds shimmer for those fancy evenings. The yellow tube gives the woman the look of long eyelashes. Fusion in the blue tube offer both length and volume and 24 hour offers long lasting lashes for those special long days. The newest addition is the Clump Crusher (green tube), which eliminates clumps with the special brush. A mascara for all looks and every occasion.
Objective: To increase awareness of Cover Girl LashBlast boutique to generate product trial of the six “Blast” mascaras.
Target Audience
Cover Girl is a mass brand with wide distribution in many of the mass drug, department and grocery store chains in Canada and around the world. It is also distributed in department store such as WalMart and Target. Therefore, the target is a much broader one as compared to prestige brands with a more limited distribution. Most women love to shop and search out the latest trends and products on the market. What’s the newest innovation? What’s the latest fashion? What can I tell my friends about? These are always on their mind. These women use social networking; they often
Background
CoverGirl is a leader in the cosmetic market and with consumers. It is the number one consumed cosmetics brand in Canada. According to AC Nielsen, CoverGirl ranks number one cross the key consumer measures; it is the brand in the most number of households, the brand with the highest loyalty and highest purchase frequency.
The LashBlast boutique is the number one boutique in the mascara category and accounts for 20% of CoverGirl’s business. Two of the Blast mascaras are in the top three in the entire mascara category and as a stand alone brand Blast would rank number seven in ranking of mass cosmetics mascaras. This includes brands like Almay and Annabelle. The LashBlast mascara line-up offers everything a woman could desire to enhance their eyes and lashes. The original orange tube adds volume; Luxe (red tube) adds shimmer for those fancy evenings. The yellow tube gives the woman the look of long eyelashes. Fusion in the blue tube offer both length and volume and 24 hour offers long lasting lashes for those special long days. The newest addition is the Clump Crusher (green tube), which eliminates clumps with the special brush. A mascara for all looks and every occasion.
Objective: To increase awareness of Cover Girl LashBlast boutique to generate product trial of the six “Blast” mascaras.
Target Audience
Cover Girl is a mass brand with wide distribution in many of the mass drug, department and grocery store chains in Canada and around the world. It is also distributed in department store such as WalMart and Target. Therefore, the target is a much broader one as compared to prestige brands with a more limited distribution. Most women love to shop and search out the latest trends and products on the market. What’s the newest innovation? What’s the latest fashion? What can I tell my friends about? These are always on their mind. These women use social networking; they often