STRATEGIC MARKETING ANALYSIS 2022

Discussion Question No unread replies. No replies. After having viewed the video clips and worked through the extended reading, please respond to the below discussion prompt. You should post your initial response by the date indicated in the module calendar. Please be sure to reference your sources in appropriate Harvard formatting and to provide substantive evidence of any claims that you make. Where appropriate, include personal anecdotes, statistics, and references to additional reading or materials. After you have posted your initial response, visit the forum again over the coming days to read the responses of your peers. You should respond to at least two other students by asking them to elaborate on a point, providing a counter-argument, suggesting a topic for debate, or referring back to the extended reading or video clips. “The US cosmetics company Revlon withdrew from mainland China in 2015. One of the reasons for this move was that the market perceived the higher

Running head: STRATEGIC MARKETING ANALYSIS
STRATEGIC MARKETING ANALYSIS
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1STRATEGIC MARKETING ANALYSIS
Introduction
The case related to Revlon cosmetics company will be analysed in order to understand
the emotional and functional positioning that has been used in the Hong Kong campaign.
Different processes that are implemented by Revlon in order to use the platform effectively
will be a major part of the analysis. The US cosmetics based organization named Revlon
withdrew its operations in China in the year 2015. A major reason that had been considered
to be an important factor related to the decision taken by Revlon is that the higher prices of
Revlon products were able to provide added benefits (Akgun et al. 2018).
Identification if functional or emotional positioning is used by Revlon and reasons
behind excluding use of terrestrial television in Hong Kong campaign
Revlon cosmetics company has used emotional positioning in order to attract the
customers with the help of Hong Kong campaign. The three major components that are a part
of emotional positioning include, benefit, support and character. The love message related
platform that was provided by Revlon is considered to be an important factor that is able to
improve the position of the organization. The Facebook game that had been launched by
Revlon was mainly based on the ways by which the company can maintain an emotional
connection with the customers (Coffie 2018). Revlon also aimed at establishing the Facebook
page like a platform that is able to provide the message of love to the customers. Revlon had
also shared a ‘kissable’ campaign in New York in which the customers required to share the
kissable moments in form of images and texts. The levels of engagement of the users had
been depicted by the platform that was provided by Revlon. The customers of Revlon were
confused related to the positioning and value perception of the organization. The high-end
based department store of Revlon was mainly available in the supermarkets and are able to
attract a certain group of customers (Efrat and Asseraf 2019).

2STRATEGIC MARKETING ANALYSIS
The use of the terrestrial television has been excluded from the campaign as the
company aimed at reaching more number of customers within short period of time. The US
based cosmetics company tried to develop communication with the customers in order to help
them understand the value of the products. The premium valued products were thereby
promoted to the customers with the help of “Love is on” campaign that had been launched by
Revlon in Hong Kong (Hutchins and Rodriguez 2018). Revlon tried to make the brand much
more approachable in nature and helped people to share their stories and also talk about their
love. The online distribution of the advertisements has been able to play a major role in the
ways by which the organization has maintain the communication with customers. The
rewards that were provided to the customers as a part of the campaign was also an important
part of the promotions of products that are developed by Revlon (Iorgulescu and Marcu
2019).
List of different ways by which Revlon can use “love” platform. Disadvantages of the
positioning
Revlon can use the ‘love’ platform in order to attract more number of customers
towards the organization and the products that are offered to them as well. The organization
can use the online platform in the following ways in order to increase awareness related to the
products,
The online platform will be able to increase the levels of uniqueness of the
advertisement campaign that is developed by Revlon. The levels of
duplication are reduced due to the lack of physical presence in the industry.
Revlon can offer its products to the customers with the help of an effective
platform.

3STRATEGIC MARKETING ANALYSIS
The standardisation of different activities performed by the organization is
also considered to be an important aspect that is related to the operations of
Revlon (Kuuru and Tuominen 2016). The company will be able to develop a
unique position with the help of a well-defined online platform.
The levels of coordination between business partners and the suppliers will be
increased with the support that is provided by the online platform of Revlon.
The company will be successful in offering excellent service to the customers
with the help of proper supplies and effective coordination between different
business functions as well (Larsen 2017).
The digital infrastructure that will be developed by Revlon can play an
important role in the transformation of different processes that are
implemented by the organization. Innovation will be able to affect the systems
and existing processes of the organization and Revlon is also provided with
options to launch the separate business related technologies and products with
the help of the digital platform (Kuuru and Tuominen 2016).
The organization is provided with an opportunity to separate different
functions that are a core part of operations from the outsourcing operations.
Revlon can maintain the revenues and profitability levels of the organization
with the help of proper communication that is developed with the customers.
The ‘love’ platform will also provide the organization a chance to develop a
personal relationship with the customers (Larsen 2017).
The disadvantages of emotional positioning of Revlon are as follows,
The brand values have been defined in an inappropriate manner.
A wrong implementation of the emotional branding can also lead to negative
experiences of the customers.

4STRATEGIC MARKETING ANALYSIS
The internal employees have to support the development of emotional
positioning of Revlon in the industry (Wang 2016).
Conclusion
The analysis can be concluded by stating that Revlon will be able to maintain a
connection with the customers with the help of the recent campaign that has been developed
by the organization. The digital platform that is offered by the ‘love’ campaign is able to play
a major role in enhancing the relationships with customers. The customers are also able to
win rewards that are in turn considered to be major part of the promotions of Revlon.

5STRATEGIC MARKETING ANALYSIS
References
Akgun, A.E., Kocoglu, I., Imamoglu, S.Z., Albert, N., Merunka, D., Valette-Florence, P. and
AnnArbor, M.I., 2018. Emotional Branding. Managing Brands in 4D: Understanding
Perceptual, Emotional, Social and Cultural Branding, 13, p.214.
Coffie, S., 2018. Positioning strategies for branding services in an emerging
economy. Journal of Strategic Marketing, pp.1-15.
Efrat, K. and Asseraf, Y., 2019. A shift in perspective? The role of emotional branding in
shaping born globals’ performance. International Business Review, p.101589.
Hutchins, J. and Rodriguez, D.X., 2018. The soft side of branding: leveraging emotional
intelligence. Journal of Business & Industrial Marketing, 33(1), pp.117-125.
Iorgulescu, A. and Marcu, M., 2019. Brand Positioning In The Competitive
Environment. Social Sciences and Education Research Review, 6(1), pp.156-162.
Kuuru, T.K. and Tuominen, P., 2016. Creating a conceptual framework for corporate brand
positioning. In Business Challenges in the Changing Economic Landscape-Vol. 2 (pp. 177-
195). Springer, Cham.
Larsen, F., 2017. Branding and Related Research Fields. In Energy Branding (pp. 11-47).
Palgrave Macmillan, Cham.
Wang, H.J., 2016. Green brand positioning in the online environment. International Journal
of Communication, 10, p.23.