Maybelline Marketing Presentation

POLITICAL

• Maybelline has to adhere to strict regulations imposed by many different countries in order to ensure product safety

Political

• Many companies either import ingredients from other countries or sell directly on foreign land. Therefore, they are required to follow all political and legal requirements in whichever country they are in.

• Maybelline has to regularly report ingredients statements, recalls, and register manufactures

Economical

Recessionary gaps can damage Maybelline in several ways:

Economical

1. Maybelline sells luxury products. Therefore, during recessions, personal income decreases leading to a fall in the demand of Maybelline's products (whole cosmetic industry)

2. This can negatively affect Maybelline in the short-run and long-run

- A drop in the demand of cosmetic products might cause a drop on the employment and total output (GDP) of that sector.

Socio/Cultural

Socio/

Cultural

During the past decade, it had been a shift in customer preferences towards natural cosmetic

The anti-aging skin care segment is significantly growing due to the large population of baby boomer (1946 and 1964)

In fact, the awareness of consumers towards the ingredients of cosmetic products sharply increased

Technological

Technological

Technological developments improve Maybelline's production system and its distribution efficiency. (Production concept)

Environmental

• Steady increase of the plastic usage within cosmetic and skin care products is one the major issues affecting Maybelline

Environmental

Maybelline seeks to improve the life cycle of its products by optimizing resources and limiting waste.

• Cosmetic industry started to focus more on "eco-friendly" products which have a fewer stress on the environment

Legal

Legal

Maybelline’s products have to adhere to strict cosmetic standards so that it can meet the HSA’s, (Health Science Authority) regulations. FPLA Act and FD&C Act

Collaborators

• Part of the consumer product division of the L’Oréal group.

• It’s suppliers/ collaborators are mainly the Shine International, Shenzhen Beauty Star Hotas Plastics Co, the Hct Kent Plastic Products Co, and Anisa Cosmetic

• Maybelline was the official sponsor for the Mercedes-Benz Fashion Week 2010

• Many collaborations with influencers such as the Gigi Hadid Coast to Coast, MakeupShayla x Maybelline

Collaborators

Climate

• HAS ( Health Science Authorities) regulations
• Significant growth in the cosmetic market
• Sells in 129 countries worldwide and offers international shipping
• Use of technological advances formulas to create more sustainable and higher quality makeup
•  Use of raw materials
• Since 2010 the company has stopped animal testing and has made a commitment to reinforce this philosophy on other brands and countries that still use/require animal testing.

Climate

Customers

• Women (potentially men)

• Students and working adults

• People with emotional needs

• People with an inferiority complex

Customers

Competitors

• Internal competitors (part of the L’Oréal): NYX, Urban Decay, The Body Shop, Lancôme, Essie and L’Oréal

• External competitors include brands that are not part of the L’Oréal group; such as MAC, Clinique, Estée Lauder, Shiseido and Nars.

Top competitors in Spain:

1. Covergirl

2. Revlon

3. MAC

4. NYX

5. KIKO

6. Nars

7. Estée Lauder

8. L'Oréal

9. Lancôme

10.Urban Decay

Competitors

Company

Their marketing strategy is using social media as a platform to spread brand awareness

Contingency Plan:

3. Business Operations- eliminate delay of price quotas from suppliers and having good cost targets

1. Changes in the environment- maximize company’s proficiency and focus and company’s strengths

2. If they fail in gaining sufficient market share- re-evaluate marketing strategies and conduct further marketing research

Company

Strengths

• Best research and development team in the market

• Meet their customer needs, they make different editions for each region or country in the world

• Reasonably low prices as their costs are limited

Weaknesses

• The usage of a range of chemicals in their makeup has caused them several problems

• E-commerce is not used, there is no way to interact with their customers on social media as oppose to their competitors

Weaknesses

Opportunities

• Increase in the average income per person has allowed more people to buy products like makeup

• Shift in consumer behaviour has allowed maybelline to increase its sales as a result of the increase of use of makeup.

Threats

Threats

• Relatively high competition so they have limited market share.

• Maybelline focuses on the latest fashion, many people are reluctant to keep up with the latest fashion

• Economic recessions have impacted the fashion industry badly over the past years

Collected Data

Data

Conclusions

• Most customers buy two items at a time

• Some customers don't just buy two-three different products but double up on the same product

• Customers care a lot about sales (Black Friday example)

Focus Group

Asking Employees

Primor Employee Interview

Douglas Employee interview

Asking employees

Q: Who are the customers of Maybelline?

A: A person with New York attitudes, a lot of personality, someone who likes challenges, has a passion for make up and is a trend setter.

Q: What type of people often buy products from Maybelline?

A: Usually older women

Asking competitors

Julie Van Ongevalle (Senior Vice President/Global general manager of Origins, Estée Lauder)

Asking employees (competitors)

Price, quality, distribution

Mass vs. Prestigious

Customers are not loyal to one brand, buy from both

Age range: 15 - 60

Makeup bags (0)

Age range: 13-19

Makeup bags (1)

Makeup bags (2)

Age range: 19-46

Age range: 19

Makeup bags (4)