Revlon
REVLON SITUATIONAL ANALYSIS
Sarah C. Lowendick, Brand Specialist October 22, 2008
Table OF CONTENTS
Revlon Vision Statement…3 Revlon Executives…3 History…4 Brand Overview…4 Target Market Approach…5 Audience Profile…5 Audience Purchasing Process…5 Competitive Analysis…6‐8 SWOT Analysis…9‐10 Barriers to Purchase…11 Marketing Objectives & Strategies…12‐13 Market Growth…14 Works Cited…15‐16 2
Vision statement
To provide glamour, excitement and innovation to consumers through high‐quality products at affordable prices
Revlon Executives
David L. Kennedy, President Ronald O. Perelman, Chairman Robert K. Kretzman III, EVP Human Resources, Chief Legal Officer, General Counsel, and Secretary
3
History
Brothers Charles and Joseph Revon, along with a chemist, Charles Lachman, founded the Revlon brand. The brand of Revlon was named after the brothers’ last name and the ‘L’ in the chemist’s last name. In 1932, when Revlon was founded, it started with a single product using pigments instead of dyes. Only having a single product, the nail polish, the three founders utilized their resources and developed the unique manufacturing system. Revlon created nail enamel unlike all other competitors. This positioning allowed Revlon to offer its consumers more rich‐looking opaque nail enamel with a wide variety of shades.
Brand Overview
Currently, Revlon is a world leader with the consumer brand franchise all over the world. Within all their diverse categories, Revlon products are being sold in approximately 175 countries and territories. Revlon has created a strong brand loyalty along with product and consumer satisfaction. Only six years after the foundation of Revlon, the brand became a multimillion‐dollar
Sarah C. Lowendick, Brand Specialist October 22, 2008
Table OF CONTENTS
Revlon Vision Statement…3 Revlon Executives…3 History…4 Brand Overview…4 Target Market Approach…5 Audience Profile…5 Audience Purchasing Process…5 Competitive Analysis…6‐8 SWOT Analysis…9‐10 Barriers to Purchase…11 Marketing Objectives & Strategies…12‐13 Market Growth…14 Works Cited…15‐16 2
Vision statement
To provide glamour, excitement and innovation to consumers through high‐quality products at affordable prices
Revlon Executives
David L. Kennedy, President Ronald O. Perelman, Chairman Robert K. Kretzman III, EVP Human Resources, Chief Legal Officer, General Counsel, and Secretary
3
History
Brothers Charles and Joseph Revon, along with a chemist, Charles Lachman, founded the Revlon brand. The brand of Revlon was named after the brothers’ last name and the ‘L’ in the chemist’s last name. In 1932, when Revlon was founded, it started with a single product using pigments instead of dyes. Only having a single product, the nail polish, the three founders utilized their resources and developed the unique manufacturing system. Revlon created nail enamel unlike all other competitors. This positioning allowed Revlon to offer its consumers more rich‐looking opaque nail enamel with a wide variety of shades.
Brand Overview
Currently, Revlon is a world leader with the consumer brand franchise all over the world. Within all their diverse categories, Revlon products are being sold in approximately 175 countries and territories. Revlon has created a strong brand loyalty along with product and consumer satisfaction. Only six years after the foundation of Revlon, the brand became a multimillion‐dollar
Cited: (2005): 14‐15. (2008): 36‐38. (2006): 67‐70. (2007): 80.