...Maybelline I PROBLEM STATEMENT: Developing a successful strategy which would allow Maybelline gain a successful position on the face products market. The mass cosmetic segment is growing 10% on average annually, foundation is the 2nd largest segment in this area. There are three main competitors who have established a strong position in this segment: Revlon (mature women), L’Oreal (women between 35-54) and Cover Girl (teenagers). The product is characterized by its lengthy purchase cycle, higher price, independence of fashion trends and strong loyalty of the customers. II. RECOMMENDATIONS: Entering the face segment by starting with the mainstream mature segment, going gradually to mature women segment, which will involve some changes to be made in the overall Maybelline image since it is mostly associated with younger audience and developing a successful product which would compete with Revlon’s. III. RATIONALE: The populations which are expected to grow the fastest in the US are those of women above 14 yrs old (119 mln by 2005) and mature women. Since the Research and Development does not have any age defying solution ready at the time, the younger women segment can be addressed with the already developed products. The company has already loyal customers in this segment and has introduced some foundation products before. The mature women segment is our ultimate target since it is this segment that uses more face products. While penetrating the younger women segment...
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... Marketing management Maybelline Logo’s[pic][pic][pic][pic] [pic][pic] About Maybelline [pic] From a small, family-owned business to the number one cosmetics company in America, Maybelline New York takes trends from the catwalk to the sidewalk, empowering women to make a statement, explore new looks, and flaunt their own creativity and individuality. Inspired by confident, accomplished women, Maybelline gives you scientifically-advanced formulas, revolutionary textures and up-to-the-minute, trendsetting shades effortlessly, affordably, beautifully. Maybe she’s born with it. Maybe it’s Maybelline. Maybelline is an American makeup brand sold worldwide and owned by the French cosmetics giant, L'Oréal.[1] Their slogan is Maybe she's born with it. Maybe it's Maybelline. [2] History The Maybelline Company was created by New York chemist T.L. Williams in 1915. Williams, in his early 30's noticed his younger sister applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it in his small laboratory and produced a product sold locally called Lash-Brow-Ine. The product was a local hit, but the awkward name held it back. His sister, who inspired the product, was named Maybel. So T.L. Williams renamed it Maybelline, a combination of Maybel and Vaseline. It is under this name that Maybelline has achieved its now legendary status in the field of cosmetics. In 1917 the company produced Maybelline Cake Mascara, "the first modern...
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...Make up, distributed by many different companies with a lot of brands, is advertised an extreme amount of times in different areas like a store's wall, magazine ads, and the most popular television commercials. Drugstore make up seems to be the most advertised on television, and the two most advertised make up brand is Maybelline New York and Almay. Both of which are very popular and favorite brands of consumers, come up with so many different types of products for each feature of the women's face. Both brands also come up with really good and distinct commercials to promote their products, and though each distribution is a competitor, they are equally popular and sell. While Almay successfully advertises their products by using descriptive words, a simple background, and a tranquil, mood; Maybelline also successfully promotes their products by using different objects to symbolize their description, creating such edgy and fierce scenery for the set of the commercials. Currently, all of the commercials for Almay have the same actress to promote the makeup which is Kate Hudson. She is the voice behind the commercial and uses descriptive words to portray the makeup, which not only draws the consumer’s attention to give into the makeup, but also makes the product sound that it is a promising good quality. A cover up made to appeal to the beauties who don’t get enough beauty sleep, is advertised with its name, Almay Wake-up Make-Up. Hudson describes this cover up to have “hydrating...
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...Maybelline Face Powder A Case Study of the Current Marketing Strategy I. Point of View Consultant to Ms. Rose Libirieza. The consultant, who is unbiased, reports the recommendations to Rose Librieza, Coordinator of Marketing Operations, who has actual authority to carry out decisions made in the best interest of the company II. Time Frame Present III. Problem Statement Although Clear Smooth Face Powder has been selling well and has a good market share, they are not able to hit their desired target market. Furthermore, their marketing strategy does not convey a concrete message regarding their specific niche in the market. Another concern of the brand that should be addressed is that they want to be a household brand. IV. Areas of Consideration A. SWOT ANALYSIS 1. Strengths . a. The quality and packaging of the product are the top factors that convince consumers to purchase the product. b. The product has been the main driver for the double‐digit growth in the face category. c. The successful launch of the product wherein users were very satisfied with the products and considered repurchasing. d. CSFP is the lowest priced product of Maybelline. e. Company policy of “push selling” the product to consumers. This is the first product they offer to consumers who are looking for a face product. f. The product is distributed to department stores and beauty ...
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...Q2. Globalization of L’Oreal After spreading as a sought after brand in Europe, L’Oreal decided to become global and its first stop was the United States. L’Oreal was indeed good at studying its new market. Soon enough it was competing well with the top local brands in America and the reason for its success was the acquisitions that it underwent in order to grow internationally. The acquisitions of companies such as Maybelline Kiehl’s and Redken acted as the thway for the growth and success of L’Oreal. The acquisition strategy implemented by L'Oreal guide them to be the world leader company in the beauty industry; all these US acquisition they made created a sub division within their products catalogue, consumer, professional, and luxury, L'Oreal's success is a clear example of how to implement a corporate strategy and manage a brand internationally to achieve a massive growth even when the market they sell their products in isn't very steady, the key was to understand and successfully satisfy the needs of every customer through its products like they did with the Wet Lipstick in Japan, or the Research and Development process they carry out to satisfy the Afro-American customer needs. L'Oreal has the capacity to reach more people across the world than any other beauty company thanks to their distribution channels and also is able to generate a bigger income rather than other companies due to their big products catalogue. The prospect of increasing profitability and market...
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...The Persuaders clarify “And that's the object of emotional branding: to fill the empty places where non-commercial institutions, like schools and churches, might once have done the job.” This causes the consumer to continue to buy the product and fill an empty void. First, Maybelline connects to confidence and attitude to persuade and connect with the emotions of female buyers. Current buyer Debbie, who is 28 states, “it made a difference in how I felt.” Confidence is something many women lack, and building confidence in women is a key attribute Maybelline tackled in with their emotions. The Persuaders stated that “brands become more than a quality they are live investing products, when you connect to the emotions.” Once the connection is made, the buyers will feel has if this product does justice. Next, L’Oréal connected to the consumer’s self-worth. L’Oréal stated that wearing this lipstick “because you’re worth it.” Women are more sensitive than men, they seek worthiness and compliments. Women feel as if they are worth it, they will go noticed, by just wearing this brand of...
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...1.1 Introduction Consumer behavior is the act or process that been taken by buyer before purchased any kind of product or goods. According to Solomon, 2006 consumer behavior is the study of the process involved when individual or group select, purchase, use product or services to satisfy they need and wants. (p.6) Even though Solomon said that consumer behavior is the process of purchasing but Schiffman ANDKanuk (2007) agreed that consumer behavior its not only about the process itself but it also about method and approaches that been use to evaluate the decision making. Blakewell, 2001 also agreed with Schiffman and said that consumer behavior has responded to the modern marketing. Consumer are viewed as rational decision maker by Zinkhan 1992 always concerned with their self interest before purchase but due to modern marketing approaches their have five different aspect including advertisement give a huge impact to decision-making (Foxall, 1990). On consumer behavior theory, buyer will consider price as one of the aspect that will evaluate before purchased product but in modern marketing consumer will buy whatever product even though the price was higher as long supplier know how to attract the consumer to buy the product. Market strategy affect attitudes towards the products and services and ability to attract customer for future growth. It assesses the role of articulation of marketing strategy to fine tune business trends in promoting the product image and attractiveness...
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...own beauty. This is where the question “Why do you wear makeup?” comes into play. Some women wear makeup for themselves, and some wear it for others. However, even that does not play too much of an influence. It all comes down to who is influencing you to destroy your own beauty. A little makeup here and there does not do enough for some women, but the cosmetology industry seems like it is out to get women. “Maybe she's born with it, maybe it's Maybelline” is a phrase you hear in every Maybelline commercial, but have you ever stopped to think about it? Yes, maybe she was born with it, but chances are it is Maybelline; it is as if the cosmetic industry is mocking natural beauty. Their ads show girls that don’t even have pores making anyone who reads it feel as if their skin isn’t good enough. In these Maybelline commercials, they have tall, skinny, flawless models. They always do a close up with the camera and there are no blemishes on their faces whatsoever, because it is an advertisement for makeup. These advertisements for Maybelline all have a magical effect on the viewer. They almost take you...
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...The product Fit Me by Maybelline New York is actually a whole line of products, which is the reason why they called it Fit Me. The line is a variety of make up for women. Since there are a lot of products in this line, I will only be analyzing the foundation. The Fit Me Foundation is make-up that goes on first before all the other types of make-up, essentially it is the base. It is supposed to cover up un-even skin tone, and any blemishes in the skin tone leaving a sort of blank canvas to work on. Maybelline has other lines of related products such as their Dream or Instant Age Rewind lines. The Dream line is actually more specified, with advertising no pores, and then the Instant Age Rewind is just that; makes you look younger. Their Fit Me line fits right in, being that they are reaching out to pretty much everybody, and it really doesn’t matter what you are going for because it will “fit” you. While trying to decide which product to write the marketing mix paper on, I wondered what it is I know nothing about; make up. Being a young man in my early 20’s I neither wear make-up nor do I even walk down that aisle in stores. However, after seeing the commercial, an idea came to me to do the paper on this as the commercial was, in fact, a little intriguing on a marketing stand point. I would say that cosmetics are not easy to sell at all. I mean, why women would want to even buy these products when they are shown to love themselves no matter how they feel or what...
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...brands, unlike the ads in Cosmopolitan that are for brands that the general public purchases. Some of the brands advertised in InStyle include: Chanel, Gucci, Dolce & Gabanna, Prada, Versace, Valentino, David Yurman, Marc Jacobs, Jimmy Choo, Coach, etc. The similarities of ads were makeup, hair products, and healthy food. One ad that is the exact same was in both Cosmopolitan and InStyle. That ad is for Special K protein bites. It lists the ingredients “Chocolate, peanut butter, protein” then says “zero doubt. Own it.” Its interesting, and I can see how that ad fits into both markets of the average women who reads Cosmo and the high class woman who reads InStyle because of the growing trend to eat healthier. The ads for brands such as Maybelline, L’OREAL, OLAY, and others were very similar...
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...The global market for luxury brands has experienced a dramatic growth over the last three decades, and the current demand for luxury brand products has grown enormously. Wiedmann, Hennigs and Siebels(2009, p. 627) stated that a luxury good: “brings esteem for its owner and enables consumers to satisfy psychological and functional needs”. This essay will argue that marketing theories: brand theories and the ‘four-P framework’ ( product, pricing, place and promotion) are applied to bring superior value to luxury brands. It will also identify the tangible and intangible resources that are utilized to add superior value to luxury brands, in comparison to low-priced products. An illustration will also be given regarding luxury and basic cosmetic branding. Finally, it will be argued that it is not ethical to charge high prices for products. Nowadays the consumption of luxury products has become so vital to the global economy and the high profile of luxury goods has built widespread awareness of brands in customers’ perception. It is claimed that a luxury brand is one that is selective and exclusive, and which has an additional creative and emotional value for the customer (Chevalier and Mazzalovo, 2008). Even if some consumers cannot afford to buy luxury brands, they are familiar with the name or symbol of some famous brands that are classified as luxuries. A brand name helps differentiate its products from others and makes it distinct from those of other sellers. Brand equity...
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...L’Oreal: Global Brand, Local Knowledge MRKT 454 May 2012 Introduction This case study is about L’Oreal and how it has come today to be known as one of the largest advertisers and investors in research and development. The company has tapped numerous markets and established itself strongly through its various brands. There is a constant need to innovate and the products are new and better and attracting more and more customers at all levels of segmentation. The company is known for its acquisitions and that is how it has done much of its growth in the emerging economies as well as the US. The Company is known internationally for its portfolio of beauty and personal care products that are aimed towards catering to each level of market segment. It is an international success with deep rooted commitment and sensitivity towards local consumers’ needs and cultures. 1. Management Orientation: L’Oreal’s management orientation is geocentric. This can be seen in the sales, half of which come from outside of Europe. L’Oreal has 23 global brands across 130 countries and has 38 factories all over the world (Henderson, R., & Johnson, R. 2010). The firm has promoted its national brands to the rest of the world as related by Owen-Jones. Owen-Jones promoted the five core businesses into becoming global. These included: hair care, hair color, skin care, color cosmetics and fragrances. If we look at the website of L’Oreal Paris, we can see its presence in five continents and...
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...Project Team: Seema Rao Rajendra Sonade Ashish V Gupta Batch: SMP09 Branch: Vashi Contents LAKME Overview...................................................................3 MARKET SIZE .........................................................................5 MARKET SEGMENTATION .....................................................7 CONSUMER BEHAVIOR TOWARDS LAKME ...........................8 POSITIONING.......................................................................11 COMPETITION BRANDS.......................................................12 MARKETING STRATEGIES BY OTHER BRANDS .....................13 CURRENT MARKET STRATEGY.............................................23 REFERENCES:.......................................................................29 LAKME Overview India, with a population of nearly a billion people, is a country of contrasts. India's urban population is the main engine that fuels the demand for various cosmetic products. Although Indians are strongly attached and committed to their traditions...
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...the firm found that it had to hire almost 3 completely new crews, one for each of its shifts. The problem was that the “Old-timers” had known their jobs so well that no one had ever bothered to draw up job descriptions for them. When about 30 new employees began taking their places, there was general confusion about what they should do and how they should do it. The storm quickly became old news to the firm’s out-of state customers- who wanted filters, not excuses. Phil Mann, the firm’s President, was at his wits end. He had about 30 new employees, 10 old-timers, and his original factory supervisor, Maybelline. He decided to meet with Linda Lowe, a consultant from the local universities business school. She immediately had the old- timers fill out a job questionnaire that listed all their tasks, duties & responsibilities. Arguments ensued almost at once- Both Phil & Maybelline thought the old-timers were exaggerating to make themselves look more important, and the old-timers instead that the list faithfully reflected their duties. Meanwhile, the customers clamoured for their filters. Questions: Should Phil & Linda ignore that old-timers’ protests and write up the job descriptions as they see fit? Why? Why not? How would you go about resolving the differences? Solution: No, Phil & Linda should never ignore the old-timers’ protest. Since its the old–timers who have full knowledge about the tasks, duties & responsibilities they used to perform. Ignoring them may result...
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...Florencia Irena BUS 401 L’Oreal: Global Brand, Local Knowledge 11 July 2013 Situation: • L’Oreal aims to offers everyone, all over the world, the best of cosmetics in terms of quality, efficacy and safety, to give everyone access to beauty by offering products in harmony with their needs, culture and expectations. • L’Oreal sell the United States to Americans, the United States to the Chinese, Italian elegance to the Japanese, French beauty to Africans, and Japanese chic to Brazilians. • By the late 1990s, L’Oréal and Maybelline were the two fastest growing brands in the U.S.: L’Oréal was perceived as the supremely elegant, high-priced luxury brand, while Maybelline was viewed as a high-quality/low-price value brand. • Lancôme was L’Oréal’s largest and best known premium brand and held 5% of the global premium beauty and personal care market. Lancôme was high-priced and served as the channel for L’Oréal’s most costly and intensive R&D projects. Stakeholders: • Lindsay Owen-Jones, CEO in 1988 • Jean-Paul Agon, current CEO • Eugene Schueller, developed a hair-color formula for L’Oreal • Patrick Rabain, head of consumer products Competitor: • Procter & Gamble, 1st in advertising • Unilever, 2nd in advertising • Revlon • Avon Target Market: • Salons • Beauty Department Store • Personal care / Beauty product users Strategy: • L’Oréal began targeting men in 1999 when it introduced L’Oréal...
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