First SWOT Analysis

Last week our group completed a SWOT analysis on the brand Maybelline, we will be working very closely with this brand over the next couple of months and decided to find out what basic information we already had. To our surprise we had various points which we thought we could analyse to kick start the research on what it represents and it's products.

signature brand identity

Strengths
It's reliable
It is in all retailers- Superdrug, Boots
International
Catchy Slogan: 'maybe she's born with it, maybe it's maybelline'
Strong advertising and celeb endorsement with catwalk models
Established
Offers on products

Weaknesses
Brand positioning
It has so much competition- Rimmel, Borjouis, L'Oreal
Doesn't stand out
Lack of advertising at the correct market?
Packaging- Mascaras pre-packaged. Consumers then can't touch the products
Lack of retail presence
No consumer experience
Confusion as to who it is marketed at
E Commerce, Online presence?

Opportunities
Make it accessible
Stand out: re brand packaging
Blogging, testers and online market
Engage teenage girls
Lowering price to suit target audience?
Focus on a signature product
Skincare range to stretch out to new audiences
Free gifts?

Threats
Environmentally friendly?
Not having a strong online presence
The danger of not doing anything to resolve it's issues

Next stages for us to continue research: Look to America, is it successful there? Compare sales.