Ch. 4 - The Marketing Environment 

                   

                 Just like any other company, Maybelline must carefully assess and study the external environment in order to create a strategic and successful marketing mix (Product, Place, Promotion, and Price). There are many factors of the external environment, factors that are always changing with the times, and to which companies must quickly adapt. These factors include values, trends, social media, demographics, and the economy, among other factors. It is important to know your target market, and what it is that they like, want, need, and the things they do in their everyday lives. Although Maybelline makes products for older women, their target market includes young women between the ages of 16-25. When targeting people of this age group in today’s society, social media is vital. Maybelline has recognized the need to be active on social media and has done a great job at targeting its consumers through social media outlets. Maybelline has nearly 4 Million Likes on Facebook (https://www.facebook.com/maybelline), over 100,000 followers on twitter (https://twitter.com/Maybelline). Maybelline’s success on social media is greatly due to their extensive interaction with consumers. Maybelline posts to their social networks daily, with many posts that ask for opinions on different topics, offer sweepstakes, introduce new products, and make announcements. For example, today, one of their posts asked both Twitter and Facebook users to respond to a true or false statement: “I feel naked without mascara on”. The post received positive feedback with about 7,000 likes, over 1,000 comments, and 52 shares on Facebook alone.

           Another very important factor of the external marketing environment is the understanding of demographics. In knowing one’s target market, a company must be mindful of who exactly lies within that target market. Maybelline’s target market (young women between the ages of 16-25), includes women of all backgrounds: African American, White, Hispanic, and Asian. Therefore Maybelline must make products for each of these groups, use appropriate marketing techniques, and be aware of each of their wants and needs. If Maybelline FIT ME only had foundation shades for light-skinned women, they would be losing a large portion of their target market. One way in which they market to all of these ethnic groups is by including women of all backgrounds, and all shades in their advertisements. The race of the models companies use in advertisements may seem like a miniscule detail. However, consumers take notice in this detail. When consumers see diversity in a company’s advertisements, they are less likely to “identify” signs of discrimination, and more likely to feel as if they are being appropriately represented, and feel important to the company. 

   Products and their respective advertisements such as the following may make consumers feel as though Maybelline has something to offer for all women. 

Ch. 18- Social Media and Marketing

Maybelline New York is the world's best-selling mass-market cosmetics brand. It was in fact the world's first ever mascara brand, invented by an Illinois chemist almost 100 years ago to make his sister's eyelashes look more prominent. The range now comprises an extensive range of other facial cosmetics, lipsticks, nail varnishes and applicators and other tools. It has been owned since 1996 by French cosmetics giant L'Oréal, who renamed it as Maybelline New York in 2004 to provide a counterpoint to sister brand L'Oréal Paris. The range is marketed in more than 90 countries around the world. L'Oréal also extended the brand's global footprint by merging it with regional cosmetics brands such as Germany in France and Jade in Germany.

The social media wave has spread in every section of the corporate world today. Companies rely upon social media for every major corporate actions that include branding, product promotion, recruitment, market research and consumer survey. There is a paradigm shift happened in the company’s approach too. Companies are not working towards building successful brands these days instead they are actively seeking to build social brands. Foxy Moron Media Solutions Pvt. Ltd, a leading digital marketing company, came up with this unique social media campaign for its client, Maybelline New York with the following business objectives on the agenda.

Maybelline also uses social media for the promotion. They decided to use Instagram as the campaign platform, a social media platform that would be highly relevant for Maybelline’s young and visually-focused target audience. With that, Maybelline steered a campaign using Malaysia’s Instagram influencers to create buzz within their target audience with the hashtag #DareToNeon. Using Instagram as the key network was a wise choice for the #DareToNeon campaign, since it is a fertile channel for getting hashtags to go viral, which was one of the objectives of the campaign. Using just one network to reach out to a target audience allowed the Lion & Lion team to have a clear focus for their efforts and strategies.
                                
                                         

Ch. 2 - Strategic Planning for Competitive Advantage 
                  

Maybelline may have served as your introduction to all-things makeup as a teen and there's a good chance your first foray into the joys of eyelash lengthening involved a certain iconic pink and green tube of Maybelline Great Lash mascara. Maybelline’s products are inexpensive and affordable for the everyday consumer. Maybelline’s products are used by makeup professionals worldwide for models and celebrities in magazines, music videos, ad campaigns, and especially fashion shows. Maybelline New York, the world's n1 cosmetics brand, provides quality and innovation with a modern New York feel at an accessible price point. Maybelline New York has a strong brand. Maybelline New York has a brand remain a modern . Maybelline New York was interested in part of cosmetic . Maybelline New York was created in 1991, the brand was make "it" accessible to women everywhere and empowering women worldwide to make the most of their unique beauty potential.
Maybelline New York is the leader in cosmetic follow in the including drugstores, discount store, supermarkets and cosmetic specialty stores. Maybelline New York sell a product don't expensive suitable woman around the world. The product of Maybelline New York have a modern and sexy style. Every product easy to reach customer. Today, Maybelline New York is available in more than 90 countries. We are successful in business around the world.

 

Strengths

-existing distribution and sales networks -skilled workforce

Weaknesses

-cost structure

Opportunities

-new markets                                                          -new products and services -venture capital

Threats

-price changes -cash flow Maybelline also has a Product Differentiation Competitive Advantage. As a Maybelline consumer, I find it very helpful how Maybelline products are displayed through the use of various graphics, guides, and point of purchase displays. For example, as I was browsing through the beauty aisle of Rite Aid today, I noticed that above all the different types of mascara, there was a guide, which showed a line up of images of what each type of mascara has to offer. It clearly displayed which mascara gave lashes the most volume, the one with the most length, as well as which ones look more minimal than the others. Customers are most likely to buy a product that they know the benefits of through images, rather than buying a product that they have to take a guess on. Maybelline also has a Product Differentiation Competitive Advantage due to the great quality of their products. Convenient pricing alone cannot convince customers to purchase your product. Value and quality are very important factors to the sale of a product as well. Maybelline has a great consistency in the quality of their products. Having a good reputation in the perception of your target market brings new customers, and keeps loyal customers buying your products. As a new collection or makeup line, FIT ME relies on these loyal customers to try their new products. Without a reputation for being consistent in the quality of its products, Maybelline would have more trouble selling new products such as the FIT ME makeup line. Maybe she's born with it maybe its Maybelline

.Ch 1 - Overview of Marketing  (Brief History and Mission Statement

 

                                              

          Maybelline LLC, branded as Maybelline New York, is a major American makeup brand sold worldwide and a subsidiary of French cosmetics company L'Oréal. The Maybelline Company was created by a 19-year-old entrepreneur named Tom Lyle Williams in 1915. Williams noticed his older sister Mabel applying a mixture of Vaseline and coal dust to her eyelashes to give them a darker, fuller look. He adapted it with a chemistry set and produced a product sold locally called lash-in-brow-line. Williams renamed his eye beautifier Maybelline, in honor of his sister Mabel, who gave him the idea. In 1917 the company produced Maybelline Cake Mascara, "the first modern eye cosmetic for everyday use" and Ultra Lash in the 1960s, which was the first mass-market automatic.

      New entries to the MAYBELLINE line have consistently made headlines. In the 1970’s, successfully branched into other cosmetic categories – face, lip and nail. In 1983, Shine Free, an oil-control makeup line featuring non-comedogenic formulas, was introduced. Shine Free was one of the first lines designed expressly for women with oily skin and is still an important category for the company today. Skin looks fresh and natural all day while keeping oil under control. In 1991, another MAYBELLINE milestone – the “Maybe she’s born with it. Maybe it’s MAYBELLINE” advertising tagline was created. It continues to be a great success for the brand today and is recognized around the world.


  Maybelline's Mission"We believe that everyone aspires to beauty. Our mission is to help men and women around the world realize that aspiration, and express their individual personalities to the full. This is what gives meaning and value to our business, and to the working lives of our employees . We are proud of our work."