Cover Girl

Tactical Marketing Plans

CoverGirl Outlast All-Day LipColor

Implementation of this tactical plan positions Covegirl to provide services to customers who will purchase Outlast Lipcolor. Several approaches are identified in the tactical plan.

To be able to further refine the overall strategies for Outlast Lipcolor, below are precisely the tactical plans that will be incorporated into the marketing plan.

Organizational

• Consolidation of Covergirl makeup products, evaluate each of the existing products for possible consolidation to focus on the growth opportunities for the Outlast Lipcolor, according to the following approaches.

o Harvesting and gradual decrease in company support for a product that is not selling that well

o Pruning to eliminate support for certain makeup products and focus more resources to the growth Outlast Lipcolor

o Retrenchment through reduction of expenditures in order to have more funds to promote the Outlast Lipcolor; continue to offer the same product but retreat to the strongest line

o Sell off weak products that do not fit Covergirl's strategy; this will enable additional funds

Growth

• Market Penetration through better understanding the existing markets and how Covergirl can attract the age market between 35-64 years

• Product