Discussion Question “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 Revlon price brought few added benefits. Consumers could buy similar local products at a lower price.
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In addition to this value perception, the positioning confused customers because Revlon was available in supermarkets as well as in high-end department store beauty counters. Revlon, however, continues to operate in Hong Kong and launched a new campaign within the brand’s global platform, ‘Love is on’, accompanied by a new logo shortly before Valentine’s Day. Rather than use the brand’s logo in white text, the revised identity presents the brand name in red text, with the tagline ‘Love is on’. The use of the word ‘love’ within the logo was designed to attract young customers who often fantasize about love and what the future might hold for them. By making the brand more approachable the positioning enables people to share stories and talk about love. The Hong Kong campaign featured the use of video, which was distributed online and through an outdoor TV screen in Tsim Sha Tsui, near Chungking Mansions. The campaign also featured billboards and transport (buses) media. Revlon also launched a Facebook game, in which, apart from music, the sound was muted. Users were required to guess what the female character in the video said with regard to love. Users then had to ‘like’ the page and share a post about the contest on Facebook. They also had to publish their posts to the page and tag their significant other. The rewards for this were cash coupons and lipsticks. The goal was to establish the Revlon Facebook page as a platform for messages of love. Revlon’s previous ‘kissable’ campaign required that people share kissable moments in the form of text or images. The content submitted revealed the depth of engagement experienced by users. In New York, the ‘global Love beacon’ features digital images displayed on a screen outside Times Square. Users can have their photo taken in a photo booth set up by the brand near Times Square. Alternatively, Twitter and Instagram users around the world can submit their photographs to be broadcast in New York with the hashtag Loveison.” Source: Fill, C. and Turnbull, S. (2016) Marketing Communications: discovery, creation, and conversations. Seventh edition. Pearson Education Limited 2016, p. 200. Discussion questions: Identify if this is functional or emotional positioning and why Revlon excluded the use of terrestrial television in the Hong Kong campaign. Make a list of the different ways in which Revlon could use the ‘love’ platform. What might be the disadvantages of this positioning? Get Marketing homework help today
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