Presentation on Maybelline

8/11/2019 Presentation on Maybelline

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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.


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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


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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


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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.


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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)


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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


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SHARE OF PLAYERS

BrandValue (%) 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

lline2.1 2.5 0.3 0.3

Street

Wear1.4 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


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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.


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Client Board

Presentation on Maybelline

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