Revlon doesn't maximize a great product concept

Household & Personal Products Industry, Feb, 2008 by Suzanne Grayson

THEBRANDAUDIT IS A GRAYSON ASSOCIATES PROPRIETARY NEW MARKETING TECHNIQUE TO DETERMINE THE SUCCESS POTENTIAL OF A NEW PRODUCT CONCEPT DR EXECUTION, PRIOR TO LAUNCH. OR, FOR AN EXISTING SLUGGISH PRODUCT OR LINE, IT WILL ANALYZE ITS STRENGTHS AND WEAKNESSES, AGAINST KEY COMPETITION. THE AUDIT SCORE IS BASED UPON GRAYSON ASSOCIATES' 29 "KEYS-TO-SUCCESS" CRITERIA FOR THE KEY MARKETING CATEGORIES OF PRODUCT, POSITIONING, CONSUMER APPEAL, COMPETITION AND MARKETING POTENTIAL.

A SCORE LESS THAN 80 (OUT OF 100) MEANS TROUBLE IN THE MARKETPLACE, THEBRANDAUDIT WILL APPEAR BI-MONTHLY, CONTACT: SUZANNE@GRAYSONASSOCIATES.COM.

The BrandAudit TheAdAudit

Category              Score        % Achieved

Product               18.10             90.50
Positioning           21.96             97.60
Consumer Appeal       19.44             97.20
Competition           11.76             78.40
Marketing Potential   17.64             78.40
Total:                88.90   Nearly powerful

TheAdAudit

Category          Score   % Achieved

Headline          17.25        69.00
Visual Impact     22.12        80.45
Copy              19.84        79.95
Consumer Appeal   16.07        73.60
Total:            75.28      Improve

Copyright: Grayson Associates, 2007

TheBrandAudit Give High Marks for Brand Execution ...

                       Maximum category   Custom Creation's
                           score                score

Product                    20.00                 18.1
Positioning                22.50                 20.00
Consumer Appeal            20.00                 19.4
Competition                15.00                 11.8
Marketing Potential        22.50                 17.6

Total                     100.00                 88.90

Note: Table made from bar graph.


                  Maximum category   Custom Creation's
                      score                score

Headline              25.00                17.25
Visual impact         27.50                22.12
Copy                  25.00                19.84
Consumer appeal       22.50                16.07

Total                100.00                75.28

Note: Table made from bar graph.