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.
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


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







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.
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)
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
SHARE OF PLAYERS
Brand
Value (%) 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
lline
2.1 2.5 0.3 0.3
Street
Wear
1.4 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
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.




Client Board