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Competitive Profile Matrix (CPM)
The CPM quantifies Revlon's competitive position relative to its key rivals, L'Oreal and Avon. The analysis reveals that Revlon is in an average competitive position but is significantly outmatched by the industry leader, L'Oreal.
CPM: Revlon vs. Rivals
| Critical Success Factor | Weight | Revlon Rating | Revlon Score | L'Oreal Rating | L'Oreal Score | Avon Rating | Avon Score |
|---|
| Brand Reputation | 0.20 | 3 | 0.60 | 4 | 0.80 | 2 | 0.40 |
| Product Innovation & R&D | 0.15 | 3 | 0.45 | 4 | 0.60 | 2 | 0.30 |
| Financial Strength | 0.15 | 1 | 0.15 | 4 | 0.60 | 1 | 0.15 |
| Global Market Share | 0.15 | 2 | 0.30 | 4 | 0.60 | 3 | 0.45 |
| Distribution Channels | 0.15 | 3 | 0.45 | 4 | 0.60 | 2 | 0.30 |
| Price Competitiveness | 0.10 | 4 | 0.40 | 2 | 0.20 | 3 | 0.30 |
| Customer Loyalty | 0.10 | 2 | 0.20 | 3 | 0.30 | 2 | 0.20 |
| Total |
1.00 |
|
2.55 |
|
3.70 |
|
2.10 |
Analysis of Competitive Position
Conclusion: Average Competitive Position, But Vulnerable
With a total weighted score of 2.55, Revlon holds an average competitive position. It is stronger than the struggling Avon (2.10) but is substantially weaker than the dominant industry leader, L'Oreal (3.70).
- Revlon's Strengths: Revlon's primary competitive advantage is its **Price Competitiveness** (Rating 4), reflecting its successful position as a "mass-market beauty brand" (p. 1, History). It is average in brand reputation and innovation.
- Revlon's Weaknesses: The company is critically weak in **Financial Strength** (Rating 1) due to its negative equity (p. 5, Exhibit 6). Its **Global Market Share** (Rating 2) is also a significant disadvantage compared to L'Oreal, which has a much larger global footprint (p. 6, L'Oreal SA).
- Competitive Landscape: L'Oreal is the undisputed market leader, excelling in every category except price. Avon is in a weak position, plagued by its own financial troubles and a bribery scandal (p. 6, Avon Products). Revlon sits uncomfortably in the middle, lacking the scale of L'Oreal and the unique direct-sales model of Avon.