Post on 06-May-2015
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International Marketing Final Report- Maybelline New York
Professor:Professor:
Shuling LiaoShuling Liao
Students:Students:
932930 Anthony932930 Anthony
967301 Claire967301 Claire
967305 Crystal967305 Crystal
967311 Joyce967311 Joyce
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Introduction
Background reviewBrand performanceMarket analysis and competitor analysis Industry trend and global opportunity
huntingInternational/Global Marketing strategies
recommendation Reference source
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L’Oréal Overview
€15.8 billion sales in 200627 global brands until 200660,851 employees in 58 countries40 factories around the world
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L’Oréal’s acquisitions since 1996
L’Oréal Overview
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L’Oréal Overview
New brand acquired by L’Oréal
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L’Oréal Overview
ConsumerProducts
High technology products Mass-market retailing channels
Garnier
L’Oréal Paris
Le Club des Créateurs
Maybelline NY
Softsheen.Carson
Professional Products
A wide range of innovative products
Hair salons
L’Oréal Professionnel
Kérastase
Redken
Matrix
Mizani
• Five Dimensions:
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L’Oréal Overview
LuxuryProducts
Prestigious brands offer premium service
Department stores, specialty stores and travel retail outlets
Lancême
Helena Rubinstein
Shu Uemura
Giorgio Armani
Ralph Lauren
Yue-Sai
ActiveCosmetics
Dermo-cosmetic products sold by pharmacists and dermatologists
Pharmacies and specialist retailers
Vichy
La Roche-Posay
Innéov
SkinCeuticals
Sanoflore
Biotherm
Kiehl’s
Cacharel
Viktor & Rolf
Diesel
• Five Dimensions:
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L’Oréal Overview
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L’Oréal Overview
L’Oréal’s EPS compares with competitors
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L’Oréal Overview
The growth of L’Oréal’s EPS
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Maybelline Overview
1967Plough Inc. acquires Maybelline
1971Great Lash was born, with its candy pink and acid green tube
1915Maybelline Company was created as a family-owned business
1913T.L. Williams invented Maybelline Mascara (Vaseline jelly + coal dust )
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1990Maybelline acquired by the investor group Wasserstein Perella & Co
Maybelline Overview
1996L’Oréal USA, Inc. acquires Maybelline
2000Maybelline becomes the number one cosmetic brand in the USA 2002
Maybelline becomes the number one cosmetic brand in the world
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Maybelline Overview
2004Maybelline officially becomes Maybelline New York
Today• Maybelline New York is
the number one cosmetic brand globally across 90 countries
• Products can be found in major mass-market retailer including drugstores, discount stores, supermarkets and cosmetics specialty stores
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Brand performance under L’Oréal
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Brand performance under L’Oréal
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Brand performance under L’Oréal
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Brand performance under L’OréalProfessional Products
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Brand performance under L’OréalLuxury Products
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Brand performance under L’OréalActive Products
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Brand performance under L’OréalConsumer Products
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Product performance under Maybelline
Milestone
Great Lash Mascara The #1 selling mascara in
the U.S. Great Lash has always stood
out for its radically different packaging
This unique color palette is now instantly recognizable and has come to symbolize a true cultural icon
In fact, one of the now famous pink and green tubes is sold every 1.9 seconds in the U.S.
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Product performance under Maybelline
Milestone
XXL mascara Make eye lashes 40 percent
longer and thicker The mascara is formulated
from microfiber, vitamin B5 and extract of cornflower
The product can be used for up to eight hours, does not smudge or flake
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Product performance under Maybelline
Milestone
Latest Water shine lipstick Full of moisture Glazed Red Apple and Rose.
Scarlet and coral Natural range of colors to
complement their beauty
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Product performance under Maybelline
Milestone
Dream Mousse foundation Foundation with a powder
finish Good coverage with skin-
brightening effects It create a variety of
aesthetic illusions
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15.9 millionLips makeup
13 millionFace makeup
50.2 millionEye makeup
Product performance under Maybelline
Product Category Sales Volume
Face makeup 13.0 million
Lips makeup 15.9 million
Eye makeup 50.2 million
Source: 2007 Factiva, Inc.
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S.T.P Analysis of Maybelline
Segmentation Youngster: 16-25 Office Lady: 26-35 Career Women: 35 above
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S.T.P Analysis of Maybelline
Target Market : Maybelline’s core target audience of 16- to 25-year-old women
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S.T.P Analysis of Maybelline
Positioning(Mass Market)
High Price
Inexpensive Price
Mature
Young
stila •• Maybelline
Revlon •L’Oréal Paris •
• Covergirl
• ALMAY
• Avon
• Integrate
• Majolica Majoroka
• Avon
• Avon
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Marketing Mix of Maybelline
Eye Makeup Lips Makeup
Four Product Categories:
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Marketing Mix of Maybelline
Face Makeup Nail Makeup
Four Product Categories:
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Marketing Mix of Maybelline
Product – Foreign Consumer Culture Positioning
(FCCP) Symbolic New York City imagery that
women everywhere can relate to
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Nail Makeup
Lips Makeup
Eye Makeup Face Makeup
$3.99~9.99 PRICE
Marketing Mix of Maybelline
$3.99~14.99
$6.99~24.50
$3.99~8.50
Source: Amazon. COM & eBay. COM
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Marketing Mix of Maybelline
Distribution: Build up outlet near or at college
campus mass market Retailing channels
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Marketing Mix of Maybelline
Promotion1: Special promotional events
Coupons Sweepstakes
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Marketing Mix of Maybelline
Promotion2: Online advertising
Glamourmagazine.com Getlippy.com Msn.co.uk MySpace profile
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Marketing Mix of Maybelline
Promotion3: Co – Marketing :
Apple MTV
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Marketing Mix of Maybelline
Promotion4: Co – Marketing :
Sponsor for Fashion show Wedding Essentials Magazine
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Marketing Mix of Maybelline
Promotion4: Advertising
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Marketing Mix of Maybelline
Promotion4: Advertising
Fashion Icon as
Spokespersons Olympic gold medalists
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Marketing Mix of Maybelline
Promotion5: Slogan & Jingle
Eyes that glow with enchantment Lipstick: The sidewalk is your
catwalk Maybe she’s born with it. Maybe
it’s Maybelline
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Marketing Mix of Maybelline
Promotion6: Free makeup consulting
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Marketing Mix of Maybelline
Promotion7: Upgrading the brand image
Redesign of product Packaging:
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Marketing Mix of Maybelline
Promotion7: Upgrading the brand image
social service Provide scholarship
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Marketing Mix of Maybelline
Promotion7: Holding contest and providing
scholarship
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Marketing Mix of Maybelline
Source: 2006 Annual Report L’Oréal
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Enhancing the capacity of Maybelline--- Problem shooting
Enhancement of the product mix - New product formulations to keep up with technological advances
and changing consumer preferences.
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Enhancing the marketing Mix of Maybelline--- Problem shooting
The use of innovation at the heart of value creation
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Enhancing the marketing Mix of Maybelline--- Problem shooting
Constantly improving industrial productivity
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Enhancing the marketing Mix of Maybelline--- Problem shooting
The reorganization of the supply chain
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Enhancing the marketing Mix of Maybelline--- Problem shooting
reduction of administrative and commercial costs
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Market analysisStrong growth in the cosmetics market
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Market analysisGlobal cosmetic share
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Market analysis
Definition of cosmetics industry The U.S. FDA defines cosmetics as:
"intended to be applied to the human body for cleansing, beautifying, promoting attractiveness, or altering the appearance without affecting the body's structure or functions.“
The FDA specifically excludes soap from this particular category.
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Market analysis
PROCTER & GAMBLEPantene
Olay
Head & Shoulders
Clairol
Herbal Essences
Nice’n Easy
Natural Instincts
Cover Girl
SK-II
Rejoice
Max Factor
Old Spice
Secret
Lacoste
Vidal Sassoon
Aussie
Infusium 23
Noxzema
Laura Biagotti
Koleston
Wellaflex
Shockwaves
Hugo Boss
Gucci
Rochas
Escada
Puma
Anna Sui
Ghost
Yardley
Bogner
Tosca
Max Mara
Mexx
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Market analysis
L’oréal GroupConsumer
L’Oreal Paris
Garnier
Maybelline NY
SoftSheen.C
Mininurse
Yue-Sai
La Scad
Professional
L’Oreal Prof. Redken
Kérastase
Inné
Matrix Mizani
Luxury Lancôme Biotherm Kiehl’s Laroche
Shu Uemura Oicasso
Paloma
Parfums Guy
Giorgio Armani
Ralph Lauren Fragrances
Active
Vichy
Laroche-Posay La Roche-Posay
Galderma
Innéov
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Market analysis
Unilever PLCAxe/Lynx
Impulse Rexona/Sure Degree
Dove
Sunsilk
Organics
Lux
Ponds
Vaseline
Suave
Timotei Finesse
Salon Selectives
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Market analysis
Colgate PalmolivePalmolive
Skin
Bracer
Protex
Mennen Speed StickCapriceLady Speed Stick Afta
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Market analysis
Estee LauderAmerican Beauty Aramis
Clinique
Darphin
The Fragrance Donna Faran
Flirt
Good Skin
MAC
Origins Prescriptives Rodan + Fields Tommy Hilfiger
Aveda
Bobbi Brown Bumble & bumble
Donald Trump Estée Lauder Grassroots
Jo Malone
Kate Spade
La Mer
Michael Kors Stila
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Market analysis
AvonAvon Color Avon Solutions AdvancedAvon NaturalsMark Avon Wellness
Anew
Skin-So-Soft Techniques Hair Care
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Market analysis
Beiersdorf AGNivea, 8×4, Atrix, LabelloMarlies Möller Eucerin
Hidrofugal
La Prairie SBT Juvena Florena
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Market analysis
ShiseidoShisedo, Clé de Peau Beauté Carita Beauté Prestige International Parfums Issey Miyake Parfums Jean Paul Gaultier Oarfums Narciso Rodriguez Soka Mooka FT Shiseido Zotos
Serge Lutens Auprés D’ici là Ipsa Ayura Ettusais DecléorNarsZirh Fitit Kesyo-akusei Yuxia ZaSea Breeze
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Market analysis
Johnson & JohnsonNeutrogenapH5.5Retin-A Renova Ambi
Aveeno
RoC
Clean & Clear Biapharm SAS
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Market analysis
HenkelSchwarzkopf & HenkelSchwarzkopfBrillanceGliss Kur
Taft
Schauma
Palette Diadermine
Fa
Schwarzkopf Professional Igora
Sihouette
bc Bonacure Seah Hairspa Osis
Indola
Schwarzkopf & Henkel Inc.
Dep
L.A. Looks Citré Shine got2b
Smooth ‘N Shine
Henkel Lion Corp.
Paon
Fresh Kight
Morris
Sergio Tacchini
La Perla
Genny Krizia Fiorucci Parfums Ferrari
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Competitors analysisMass-market product in America
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Competitors analysisMascara total dollar sales in America
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Competitors analysisMascara total unit sales in America
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Industry Trend
New target segment Seniors Men
Natural cosmetics The rapidly-growing area Government regulation
Global expansion Emerging countries
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Industry Trend
Seniors’ segment
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Industry Trend
Men’s segment
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Industry Trend
Natural cosmetics Stricter legislation in E.U., U.S. and Canada.
Phase out the use of chemicals linked to cancer, birth defects and other health problem
Replace them with safer alternatives
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Global Expansion
Industry Trend
Source: L’Oréal
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Industry Trend
Emerging countries
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Opportunity Hunting
Trend Pros ConsSeniors’
segment
Increase total sales Increase marketing and R&D expanse
Men’s segment
Increase total sales It’s not popular now Inconsistent brand image Increase marketing and
R&D expanse
Natural cosmetics
Follow government regulation
Increase reputation
Increase marketing and R&D expanse
Global expansion
Increase total sales Growing market
Unfamiliar with local countries
Increase marketing and R&D expanse
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Opportunity Hunting
Seniors’ segment Focus on over 35 years old
0 16 25 35
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Opportunity Hunting
Competitor analysis: 5PsRevlon Maybelline
Product Age Defying ® Instant Age Rewind®
Price $17.98~$27.98 $17.40~$19.99
Promotion Halle Berry Christy Turlington
Place Mass market Mass market
Positioning Over 35 years old Over 35 years old
Source: Amazon. COM & eBay. COM
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Opportunity Hunting
Natural cosmetics Maybelline is natural
Multi- functional make-up
Global expansion Emerging countries in Asia and Latin Ameri
ca
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Global marketing strategy - recommendation
Product
Natural Product Relating packaging to pa
per or organic ingredient By using non-chemical co
nstituent could get through the cosmetics legist ration.
Price
Slightly higher than mass
Natural cosmetics - Maybelline is natural
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Global marketing strategy - recommendation
Promotion
Upgrading brand image by against animal testing
Emphasizing on environmental protection
Celebrity influence
Distribution
First test marketed in Mature Market. North America and Europe
Mass Market: drugstore, retailing merchants, and grocery store
Natural cosmetics - Maybelline is natural
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Global marketing strategy - recommendation
Product
Centering on sophisticated looking package
Multi- functional make-up Ultra-coverage pigment mo
isturizing (Hyaluronic Acid ) Anti – aging (Pro-Xylane C
ollagen
Price
Higher price
New target segment-seniors
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Global marketing strategy - recommendation
Promotion
Giving you younger-looking skin instantly
Using Senior models or celebrity as spokesperson
Distribution
First test marketed in Mature Market, such as North America and Europe
Mass Market: drugstore, retailing merchants, and grocery store
New target segment-seniors
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Global marketing strategy - recommendation
New target segment-seniors New products in 2007
Instant Age Rewind® Double Face Perfector
Christy Turlington
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Global marketing strategy - recommendation
Global expansion Focus on emerging countries and set up subsidi
aries China→ L’Oréal China Co. Ltd India → L’Oréal India Private Ltd Russia Brazil Mexico → L’Oréal Mexico S.A. de C.V
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Global marketing strategy - recommendation
Global expansion Product
Focus on whitening and anti-UV product
Have more shades to meet consumers’ need
Promotion Take a famous person in host
countries as spokesperson
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Reference Source Books1. 何琦瑜（民 94）。就是要美麗：全球第一大化妝品集團 L'Oréal打造魅力品牌的故事（ 1版）。臺北市：天下雜誌。
Newspaper1. Eye makeup emerges as the star performer. (2006, September 11). Chain D
rug Review, P.1 Research Report1. Merrill Lynch, Pierce, Fenner & Smith Incorporated (2007). L’oréal (Rep. No.
10648500). United Kingdom. Unpublished.2. ODDO Securities Corp. (2007). L’oréal. Paris, France. Unpublished.3. Christine Bittar. (2004, June 21). Amid changing demos, a burst of skin tone
s, colors. Superbrands, s344. Tim Little, Sanford Lewis, Pamela Lundguist (2006). Beneath the skin – Hid
den liabilities, market risk and drivers of change in the cosmetics and personal care products industry. Virginia, U.S.: the Investor Environmental Health Network.
5. Bear Stearns & Co. Inc. (2007). L’oréal. London, United Kingdom. Unpublished.
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Reference Source Internet1. Heather Michelle. (Jul 30, 2006). Associated content. Top mascara under 1
0 Retrieved December 21, 2007 from the World Wide Web: http://www.associatedcontent.com/article/46830/top_mascara_under_10.html
2. Susan Antonelli. (Oct 18, 2007). Associated Content, Inc. Mascara Review: Millions to Chose From, Are They so Different?. Retrieved December 21, 2007, from the World Wide Web: http://www.associatedcontent.com/article/411784/mascara_review_millions_to_chose_from.html?page=2
3. Christine Bittar. (Jan 3, 2000). CNET Networks, Inc. En La Familia - Procter & Gamble's Cover Girl cosmetics brand targets Hispanic market - Brief Article. Retrieved December 21, 2007, from the World Wide Web: http://findarticles.com/p/articles/mi_m0BDW/is_1_41/ai_58586525
4. L'Oréal USA, Inc. (2007). Maybelline New York. Our History. Retrieved December 21, 2007, from the World Wide Web: http://www.maybelline.com/aboutus/our-history.aspx
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Reference Source
5. The History of Maybelline. (2002, July19). Nzgirl Online. Retrieved December 21, 2007, from the World Wide Web: http://www.nzgirl.co.nz/articles/1193
6. Maybelline New York. (2007). MAYBELLINE - HISTORY. Retrieved December 21, 2007, from the World Wide Web: http://www.maybelline.co.uk/about_us/l282l283.htm
7. L'Oréal USA, Inc. (2007). L’Oréal: cosmetics, beauty, perfumes. Our Brands. Retrieved December 21, 2007, from the World Wide Web: http://www.loreal.com/_en/_ww/index.aspx
8. Wikimedia Foundation, Inc. (2007). Cosmetics. Retrieved December 21, 2007, from the World Wide Web: http://en.wikipedia.org/wiki/Cosmetics
9. Amazon.com, Inc. (2008). Health & Personal Care. Retrieved January 15, 2008, from the World Wide Web: http://www.amazon.com/
10. eBay Inc. (2008). Health & Personal Care. Retrieved January 15, 2008, from the World Wide Web: http://www.ebay.com/
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Q & AQ & A