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    Presentation On Maybelline

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    Aaron Mok
    Maybelline was founded in 1915 and acquired by L'Oreal in 1996. It creates seasonal color products and aims to be the world's number one color cosmetics brand. Maybelline uses a variety of marketing strategies including competitive pricing, wide distribution channels, and global branding promotions to target consumers aged 18-25.

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    Presentation On Maybelline

    Uploaded by

    Aaron Mok
    2K views10 pages
    Maybelline was founded in 1915 and acquired by L'Oreal in 1996. It creates seasonal color products and aims to be the world's number one color cosmetics brand. Maybelline uses a variety of marketing strategies including competitive pricing, wide distribution channels, and global branding promotions to target consumers aged 18-25.

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    Maybelline was founded in 1915 and acquired by L'Oreal in 1996. It creates seasonal color products and aims to be the world's number one color cosmetics brand. Maybelline uses a variety of marketing strategies including competitive pricing, wide distribution channels, and global branding promotions to target consumers aged 18-25.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    2K views10 pages

    Presentation On Maybelline

    Uploaded by

    Aaron Mok
    Maybelline was founded in 1915 and acquired by L'Oreal in 1996. It creates seasonal color products and aims to be the world's number one color cosmetics brand. Maybelline uses a variety of marketing strategies including competitive pricing, wide distribution channels, and global branding promotions to target consumers aged 18-25.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 10
    At a glance
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    Maybelline was founded in 1915 and aims to become the world's number one color cosmetics line by increasing emphasis on technology, moving into new product categories and expanding into foreign markets.

    Maybelline's objective is to become the world's number one color cosmetics line by increasing emphasis on technology, moving into new product categories and expanding into foreign markets. It also aims to differentiate its product from local and other competitors.

    The elements of Maybelline's marketing mix are Product, Price, Place and Promotion. For product, it offers a wide variety of modern products. For price, it has a competitive pricing strategy. For place, it has a wide distribution network. For promotion, it uses celebrities, advertising and digital campaigns.

    Profile of Maybelline

    T.L. Williams founded the Maybelline company in 1915


    and introduced Maybelline Cake Mascara.

    In 1996, Maybelline was acquired by LOreal USA, Inc, a
    leader in the mass-market color cosmetics business.

    Maybelline creates seasonal color stories with products in
    the seasons hottest shades.

    The Maybelline image is hip, intelligent, stylish and trendy

    Maybelline has the top research and development terms
    and resources through their parent company LOreal.
    To become worlds number one color cosmetics line by increasing emphasis
    on technology, moving into new product categories and expanding into
    foreign markets.

    To differentiate its product from local and other competitors.
    Maybellines Objective


    Maybellines Marketing Mix
    PRODUCT :




    New, very modern product

    Wide variety of products - lipsticks, nail enamel,
    Face Make-Up, eye products. Price starts from Rs
    80 and goes up to Rs 700.

    Eye Catching packaging

    Made to fit seasonal Conditions







    Very competitive price

    Low-cost production

    Benefits from economies of scale

    Pricing up to local purchasing power rate

    Pricing followed: value and psychological
    PRICE
    Maybellines pricing strategy of sitting between budget (Elle 18/Street Wear) and
    premium (Revlon, LOreal, Chambor, Lakme) brands is a clever one. That is
    because it can still drive premium imagery at a price point lower than many other
    imported brands.
    Maybelline has a presence in about 1,000 stores.
    Available at New U, Shoppers stop, Lifestyle, Pantaloons, Big Bazaar, Westside.
    Excellent location for export expansion to China, Vietnam, Indonesia, etc.
    On-line services plus catalogue
    Wide distributions channels in more than 70 countries worldwide.

    PLACE (Distribution)
    Globally, Maybelline has been heavily promoting its trendy New York image


    The American image in India was found to have a positive effect. Maybelline has
    continued with the same global branding in India using supermodel Christy
    Turlington and Sarah MichelleGellar to promote its products.

    Ads are printed in Indian editions of Elle, Cosmopolitan, and Femina
    OHH Advertising
    TV spots are conducted on channels like Star Plus, Sony, MTV etc.

    Maybellines viral route (DIGITAL is the main medium): recently launched the
    campaign Dare to go Nude this summer. Maybelline wanted to educate its
    consumers about the BB or Bright Benefit Clear Glow Cream, the campaign was a
    huge success on facebook and twitter


    PROMOTION
    SHARE OF PLAYERS
    Brand
    Value (%) Volume (%)
    2010 2011 2010 2011
    Lakme 22.5 17.7 3.7 2.6
    Elle 18 10 11.3 5.4 5.1
    Revlon 6.5 4.2 1.1 0.7
    Maybe
    lline
    2.1 2.5 0.3 0.3
    Street
    Wear
    1.4 1.1 0.3 0.4
    L'Oreal 1.0 0.4 0.1 0.0
    Source: Nielsen; Data for All India Urban for
    categories lips plus nails in traditional trade
    SHARE OF PLAYERS IN THE MARKET
    Maybellines two main competitors
    in India are : Unilever ( Lakme) and
    Revlon






    Maybelline is actually number two if
    modern trade is also taken into
    account.
    Nielsen does not track modern trade
    nor does it cover face and eyes, which
    are big make-up categories
    CONSUMER PROFILE
    Maybelline are banking on the aspirations of middle-class Indians with products that
    are international in appeal and reasonable in price.

    Maybelline is is positioned as the leader of mass-market cosmetics at a reasonable
    price. It is globally branded with the Urban American Chic Image.

    The Maybelline girl is full of fun, very spirited, optimistic, unpredictable, confident.
    She is 18-25 years old and already so aware. They have their FB, Twitter, BlackBerry
    Phones and are so connected.




    Client Board

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