Revlon Case Study

Q1

Product

- High quality

- Convenience, natural smelling, easy to use

- Skin clearing & treatment products

Promotion

- The men's cosmetics ads should be placed in media that are relevant to men, such as men's magazine.

- Other mass media: print ads, television and web site

- Celebrity endorsers with the desired brand personality

Price

- Reasonable and affordable prices

Place

- Through retailers, pharmacy, specialty stores

- Place it in highly visible point-of purchase displays  increase visibility

- Sale it online, convenient and time saving, buys it 24 hours

Q2

Revlon can use same brand name but an independent line, such as "Revlon men's" because Revlon this brand that have good reputation. It can help men's product sales if they link men's cosmetic products to the brand because they done really good in women's cosmetic products. If they launch it in a totally new name, customers may not recognize what this brand is. They may not trust this new brand.

Competitors such as Nivea and Clinique already extended their brand to men's cosmetics. For example, Clinique's three-step skin care process. Revlon should differentiate their men's cosmetics with their competitors' so that to capture market share and enhance marketing efficiency.

Q3.

a. Personality: Sometimes consumers choose products that fit their personality. Clearly, products and brands help consumers express their personality. Hence, Revlon can create brand personality through excitement which include daring, spirited, imaginative and up-to-date. This can respond the emergence of metrosexuals. These men are willing to indulge themselves. To communicate brand personality, Revlon can use the celebrity endorsers as their advertising tactic such as 金城武 in order to personify the brand.

b. Emotion: Emotions are linked to needs, motivation and personality. Men are less affect intensity than women, they experience weaker emotions and are less influenced by emotional appeals. For Revlon men's cosmetic line, it can utilize the emotion reduction to reduce the arousal of unpleasant emotions. It emphasizes anxiety reduction as a major benefit.

c. Self-concept: people's attempts to obtain self-concept or to maintain their self-concept, often involve the purchase and consumption of products. Therefore, Revlon should strive to develop cosmetic products image that are consistent with the self-concepts of its target market. For example, men want to maintain ego and competitiveness. Then Revlon can mention the cosmetic products can help them enhance their ego and competitiveness in the ad.

Q4.

Exposure: In ensuring maximum exposure, Revlon men's skin care products ads must be placed within the men's relevant environment. Again the issue here is the selective nature of consumer behavior. This brings us back to placing ads in various media especially specialized media such as Men's Uno, Mike and Esquire, existing Revlon Web site as well as the cosmetic section of a department store. Television slot during news or sports program are other media outlets to be considered. Revlon must double their efforts to educate the consumers in viewing cosmetics as suitable and necessary to both women and men.

Attention: In order to catch the attention of male consumers, the stimulus, individual and situation factors of the ads have to be catered to suit their requirements. For the stimulus factors, attractive visuals, colors and movement in the ads must be masculine in nature. Bright colors with "unmanly" visuals can deter the attention of men. Even though the waves of "metrosexual" have continuously emerged, the concepts that attract men remain the same

Interpretation: Revlon can make use of cognitive and affective interpretation. For the cognitive interpretation, Revlon has to communicate brand image through well-known celebrity endorsers and increase wide media coverage. Revlon can also use briefly presented visual stimuli or hidden sexual imagery or words in print ads to attract attention in order to assist customers to understand the products and assign a meaning to them. For the affective interpretation, using emotional or feeling such as "proud to be a metrosexual guy" in Revlon ads can be very effective. To trigger an emotional respond from customers towards the skin care products.

Q5.

Clinique have many type of product line, 1) Men's Skin Care; 2) Shave 3) Men's Grooming. For their branding strategy, Clinique use a single color- black to become their packaging, it can let consumer