STRATEGIC MARKETING ANALYSIS 2022

Running head: STRATEGIC MARKETING ANALYSIS
STRATEGIC MARKETING ANALYSIS
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Author Note

STRATEGIC MARKETING ANALYSIS1
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).

STRATEGIC MARKETING ANALYSIS2
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.