Marketing Strategy of Maybelline

Introduction

Marketing mix is the set of controllable variables that the company can change according to its needs and requirements. It is called mix because the company can mix and match depending upon its requirement. It is done to persuade the existing as well as customers in the target market. Because of marketing mix a firm can really stand out and make a distinct image from its competitors. Marketing mix consists of four variables: product, price, place, and promotion.

The product that I have chosen is ‘Maybelline fit me foundation’. Maybelline falls under Fast Moving Consumer Goods (FMCG) and is in the cosmetics industry. Maybelline was bought by L’Oreal so its parent company is L’Oreal. Products of Maybelline are usually innovative, colorful, and stylish. Its portfolio contains about 200 products.

Maybelline fit me foundation is a foundation created with a slight touch of SPF. It is suitable for all skin types from dry to oily. It features exclusive formula with micro-powders which prevents shine and it also firms out the pores. Hence, it leaves a natural, flawless finish. It is dermatologist tested and anti allergic.

Direct Competitor

The direct competitor of Maybelline fit me foundation is Revlon color stay foundation. It is a foundation that gives the flawless finish while smoothing the pores. It gives full coverage to blemishes unlike Maybelline fit me foundation which only gives medium coverage. It uses SoftFlex technology making the foundation last longer. Revlon color stay foundation is $7.98 while Maybelline fit me foundation is priced $6. These both are drugstore makeup.

Other competitions in the market are:

• Rimmel,

• Wet n wild

• LA girl cosmetics

• BH cosmetics

• Makeup revolution

• Physician formula

Marketing strategy of Revlon

Revlon uses celebrity advertising. Revlon has always chosen top models and actresses to for advertising its products like Emma Stone, Olivia Wilde, Halle Berry, etc. It has also sponsored in a movie. In 2012, Revlon’s marketing expenses was $264.9 million. One of the successful marketing campaign of Revlon is ‘Pop up nail bars’ resulting increase in sales. Revlon also collaborates with designers to further promote its brand. Some of the accomplished collaborations are with brands like Sophia Webster and Marchesa. These collaborations got lots of attention. It also attracted new customers. In 2013, Revlon was the makeup artist at New York fashion week.

Revlon has dug its claw deep in social media channel as well. It is very active on facebook, YouTube, twitter, communicating with existing and new customers. It has utilized least expensive marketing method, which is social media, very well. The ‘Love is on ‘campaign can be given as an example on how well Revlon utilizes social medias to engage with customers. It focuses on mass marketing.

SWOT Analysis of Revlon

Strength

• Revlon color stay foundation is very long lasting

• It gives high coverage.

• Revlon color stay foundation’s quality is very good.

• Profit margin is very high.

• Revlon also provides online services.

Weakness

• Few product choices for customers.

• It is very expensive.

• Less allocation of budget in marketing.

• Poor financial condition.

Opportunity

• Collaboration with other brands.

• Utilization of other marketing methods.

• Creation of products for male.

Threat

• Other competitors in the industry.

• Rapid change of trends.

• Availability of alternative brands.

Marketing Strategy of Maybelline

Maybelline falls under Fast Moving Consumer Goods (FMCG) and is in the cosmetics industry. Products of Maybelline are usually innovative, colorful, and stylish. Maybelline has segmented its market from 18 year to 35 year old women. Women from any race can use Maybelline’s products. It even produces different products for different countries. Maybelline has started a unique marketing campaign known as ‘Maybelline five’ which includes five common women between fifteen and mid twenty years of age. These women are chosen every year to promote its product. One of the reasons of Maybelline’s popularity is its eye catching packaging.

Maybelline’s Marketing Mix

Set of controllable variables that the Maybelline New York changes according to its needs and requirements is discussed here. Maybelline’s marketing mix consists of four variables: product, price, place, and promotion.

1. Product- Maybelline’s products are usually innovative, colorful, and stylish. The product that I have chosen is ‘Maybelline