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Baby Lips

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Rachel Settle

on 7 May 2014

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Transcript of Baby Lips

Baby Lips by Maybelline
Customer Needs
Woman are the main customer of Baby Lips
Baby Lips is a product that is needed throughout the year
In winter lips tend to become chapped
In summer lips need SPF protection
Baby Lips is SPF 20
Customers Behavior
Most Baby Lips customers care about their appearance
The customers are most likely: active, lively, energetic and young
The majority of Baby Lips customers are women
Market Segmentation
dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs
Baby Lips is in the health and beauty department
This product appeals mainly to women who generally care more about their physical appearance
This product is a lip balm that protects and moisturizes for 8 hours and renews lips in 1 week
Baby Lips is a product of the company Maybelline
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.
I choose this product because I use Baby Lips and wanted to learn more about it.
Baby Lips
Market Targeting
The process of evaluating each market segment's attractiveness and selecting one or more segments to enter.
Location of Sales
The product Baby Lips in the stores
CVS, Rite Aid, Walgreens, Duane Reade, K Mart, Target, Waldbaums, Pathmark, Walmart,
Baby Lips is sold throughout America but can be purchased in most countries through the website
Target Market of Baby Lips
Women from ages 16-40
Care about their appearance
Middle class
Live in cold climate locations (chapped lips, dehydrated)
Live in hot climate locations (protection from sun)
Baby Lips' price point is $3.99
Some prices of competing products are
eos $3.29
Burt's Bees $3.30
Baby Lips is slightly more expensive but is in the same price range
Baby Lips has advertisements in magazines that are targeted towards young women like InStyle, Cosmopolitan, ELLE, allure
Baby Lips is made for on-the-go women who need a lip balm that lasts for a long time and adds style to their outfit
Since Baby Lips is a relatively new product there are not many discounts or deals that are going on right now
There are no specific celebrities that are the face of the Baby Lips product
Baby Lips is sold in beauty stores across America
Countries Baby Lips is sold in:
America, India, China, Japan, Australia, England, and European countries
Baby Lips differs based on where it is sold
Target Customers
Intended Positioning
The Baby Lips has three different lines of the product
Baby Lips
8 hour hydration
6 shades
Baby Lips Electro Lip Balm
8 hour hydration with a neon kick
6 electrifying shades
Baby Lips Dr. Rescue
Medicated with 12 hour hydration
6 shades
Product is a plastic tube with contrasting colors of the words and container
Electro line has a black tube with neon letters corresponding to the lip balm shade
Dr. Rescue all have a white tube and come in classic lip balm colors
In addition to having the tube design there should also be a product that squeezes out of tube that has the consistency of a liquid
Also they should add a new line of lip balm that is more like a lipstick and has a opaque color that shows up on lips
Lower the price point to $2.99 so that it is cheaper then the competitors
A rewards program can be implemented that is for every tube you send back in completely empty you get half off your next purchase of Baby Lips
Also if the customer buys Baby Lips and submits a before and after photo they receive one free Baby Lips of their choice
Baby Lips should hire a celebrity to endorse and wear Baby Lips for everyday events that could also be happening to a regular young woman, that celebrity should be naturally beautiful which supports Maybelline's slogan, "Maybe she's born with it. Maybe its Maybelline." Selena Gomez would be a good choice
To gain customers Baby Lips should tell their current product purchasers to design a new shade including the name, color, and tube design with the winner lip balm produced and the creator wins free Baby Lips for life
Differences in product (Non-Asian countries sell one kind, Asian countries sell another
Baby Lips can be found in 48 states of America but can be ordered online from anywhere in the world
Baby Lips should make a more expensive line in metal casing to be sold at stores like Bloomingdales in the makeup section along with the lipstick
Since the Asian Baby Lips version is cheaper and promises to do different things for the customers there should either be a new lower line with a slightly different name like Baby by Baby Lips or they should upgrade the lower quality lip balm so that it is the same across the board
Full transcript