Maybelline new york cosmetics

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this is our final project in international marketing courses !!

Transcript of Maybelline new york cosmetics

  • 1.International Marketing Final Report - Maybelline New York
    • Professor:
    • Shuling Liao
  • Students:
    • 932930 Anthony
    • 967301 Claire
    • 967305 Crystal
    • 967311 Joyce

2. Introduction

  • Background review
  • Brand performance
  • Market analysis and competitor analysis
  • Industry trend and global opportunity hunting
  • International/Global Marketing strategies recommendation
  • Reference source

3. LOr al Overview

  • 15.8 billion sales in 2006
  • 27 global brands until 2006
  • 60,851 employees in 58 countries
  • 40 factories around the world

4.

  • LOr als acquisitions since 1996

LOral Overview 5. LOral Overview

  • New brand acquired by LOr al

6. LOr al Overview

  • Five Dimensions:

Garnier LOral Paris Le Club des Crateurs Maybelline NY Softsheen.Carson

  • High technology products
  • Mass-market retailing channels

Consumer Products LOral Professionnel Krastase Redken Matrix Mizani

  • A wide range of innovative products
  • Hair salons

ProfessionalProducts 7. LOr al Overview Biotherm Kiehls Cacharel Viktor & Rolf Diesel

  • Five Dimensions:

Lancme Helena Rubinstein Shu Uemura Giorgio Armani Ralph Lauren Yue-Sai

  • Prestigious brands offer premium service
  • Department stores, specialty stores and travel retail outlets

Luxury Products Vichy La Roche-Posay Innov SkinCeuticals Sanoflore

  • Dermo-cosmetic products sold by pharmacists and dermatologists
  • Pharmacies and specialist retailers

Active Cosmetics 8. LOr al Overview 9. LOr al Overview

  • LOrals EPS compares with competitors

10. LOr al Overview

  • The growth of LOr als EPS

11. Maybelline Overview 1967 Plough Inc. acquires Maybelline 1971 Great Lash was born, with its candy pink and acid green tube 1915 Maybelline Company was created as a family-owned business1913 T.L. Williams invented Maybelline Mascara(Vaseline jelly + coal dust ) 12. Maybelline Overview 1990 Maybelline acquired by the investor group Wasserstein Perella & Co1996 LOral USA, Inc. acquires Maybelline 2000 Maybelline becomes the number one cosmetic brand in the USA 2002 Maybelline becomes the number one cosmetic brand in the world 13. Maybelline Overview 2004 Maybelline 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

14. Brand performance under LOral 15. Brand performance under LOral 16. Brand performance under LOr al 17. Brand performance under LOr al Professional Products 18. Brand performance under LOr al Luxury Products 19. Brand performance under LOr al Active Products 20. Brand performance under LOr al Consumer Products 21. 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.

22. 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

23. 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

24. 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

25. Product performance under Maybelline Source: 2007 Factiva, Inc. 50.2 million Eye makeup 15.9 million Lips makeup 13.0 million Face makeup Sales Volume Product Category 26. S.T.P Analysis of Maybelline

  • Segmentation
    • Youngster: 16-25
    • Office Lady: 26-35
    • Career Women: 35 above

27. S.T.P Analysis of Maybelline

  • Target Market :
    • Maybellines core target audience of 16- to 25-year-old women

28. S.T.P Analysis of Maybelline

  • Positioning
    • (Mass Market)

stila Maybelline Revlon LOral Paris Covergirl ALMAY Avon Integrate MajolicaMajoroka Avon Avon High Price Inexpensive Price Mature Young 29. Marketing Mix of Maybelline Four Product Categories: Eye Makeup Lips Makeup 30. Marketing Mix of Maybelline Four Product Categories: Face Makeup Nail Makeup 31. Marketing Mix of Maybelline

  • Product
      • Foreign Consumer Culture Positioning (FCCP)
      • Symbolic New York City imagery that women everywhere can relate to

32. 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 33. Marketing Mix of Maybelline

  • Distribution:
    • Build up outlet near or at college campus
    • mass market
    • Retailing channels

34. Marketing Mix of Maybelline

  • Promotion1:
    • Special promotional events
      • Coupons
      • Sweepstakes

35. Marketing Mix of Maybelline

  • Promotion2:
    • Online advertising
      • Glamourmagazine.com
      • Getlippy.com
      • Msn.co.uk
      • MySpace profile

36. Marketing Mix of Maybelline

  • Promotion3:
    • Co Marketing :
      • Apple
      • MTV

37. Marketing Mix of Maybelline

  • Promotion4:
    • Co Marketing :
      • Sponsor for Fashion show
      • Wedding Essentials Magazine

38. Marketing Mix of Maybelline

  • Promotion4:
    • Advertising

39. Marketing Mix of Maybelline

  • Promotion4:
    • Advertising
      • Fashion Icon as
        • Spokespersons
      • Olympic gold medalists

40. Marketing Mix of Maybelline

  • Promotion5:
    • Slogan & Jingle
      • Eyes that glow with enchantment
      • Lipstick: The sidewalk is your catwalk
      • Maybe shes born with it. Maybe its Maybelline

41. Marketing Mix of Maybelline

  • Promotion6:
    • Free makeup consulting

42. Marketing Mix of Maybelline

  • Promotion7:
    • Upgrading the brand image
      • Redesign of product Packaging:

43. Marketing Mix of Maybelline

  • Promotion7:
    • Upgrading the brand image
      • social service
      • Provide scholarship

44. Marketing Mix of Maybelline

  • Promotion7:
    • Holding contest and providing scholarship

45. Marketing Mix of Maybelline Source: 2006 Annual Report LOr al 46. Enhancing the capacity of Maybelline--- Problem shooting

  • Enhancement of the product mix -
  • New product formulations to keep up with technological advancesand changing consumer preferences.

47. Enhancing the marketing Mix of Maybelline---