Ch. 11- Developing and Managing Products

  In order for a company to remain relevant in the marketplace, it is important for new products to be introduced several times per year. Not only does frequent product development help to keep firms relevant, but it also helps to increase the width and depth of their product mix. Maybelline releases many new products every year, many of them being part of different product lines. There are very important factors to consider when deciding whether or not a product is marketable and most importantly, profitable.One of the most important factors to consider is whether or not there is a demand among current and new customers alike, for the new product/product line. FIT Me was created based off of information obtained from customer focus groups (this type of research is also known as a concept test). From this research, Maybelline discovered that women were looking for makeup that is right for them and their skin-tone, to create a natural and flawless look. Evaluating the competition and what sets Maybelline's product line apart, is another important factor to consider in the process of developing a new product(s). All other drug-store cosmetic brands have products in the same category as the products that form part of the FIT Me line, especially foundation. What makes Maybelline FIT Me different from the competition however, is that FIT Me offers entire makeup regimen dedicated to creating the natural and flawless look their customers seek. FIT Me comes complete with foundation, concealer, pressed powder, blush, and bronzer (the bronzer was an extension to the line). Other brands like Covergirl, did not have an entire line dedicated to this benefit until recently, when they released a product line similar to FIT Me, called Trublend.(http://www.covergirl.com/collections/trublend-mineral-makeup).

   New products are also introduced as product line extensions, increasing the depth of a specific product line. Maybelline has made two extensions to FIT Me since the release of the product line in early 2011. The first extension, the bronzer, was introduced shortly after the product line was released. The latest product extension was quite innovative, being the first of its kind: The FIT Me Shine-Free Stick Foundation. It is more than likely that these products were already in development back when the original product line was being developed as well. However, it is an effective strategy to continue to introduce products to a specific line, after its success has been proven; this allows new products to shine on their own, allows for advertising to focus on that specific product line extension, and keeps customers looking forward to new products that supplement the original line depth. 

Ch. 8 - Segmenting and Targeting Markets

Market segmentation is especially important to Maybelline because they are a cosmetic brand serving a great variety of individual women, all with different skin-tones and different makeup preferences, therefore seeking different benefits. There are many factors/criteria that a company can use to define segments in their target market, benefit segmentation being one of the most important for Maybelline. Maybelline has successfully created a product mix that has something for everyone, depending on the benefit they seek in their cosmetic product choice. Maybelline's product mix can be classified into 26 different benefits, including Anti-shine, Shine, Moisturizing, Intense color, Classic color, Volume (lashes), Length (lashes), Illuminating, Healthy Minerals, Care, Skin Perfecting, Long-Wearing, etc. They have also created product lines  targeted towards a specific market segment such as FIT Me, which is a line dedicated to women seeking a natural, flawless, and breathable look, along with an easily blended formula, and "perfect" skin-matching. This concept of market segmentation is also exhibited in Maybelline's different Eye-Shadows. Eye Studio's Color Tattoo Pure Pigments Loose Powder Shadow, creates a powerful color intensity, while Expert wear's Eyeshadows come in classic colors, which are much softer and less intense than those offered by the Color Tattoo shadows. 

Age segmentation, although not such a big factor for dividing Maybelline's already age-based target market, did play a part in the creation of a specific product line. The product line Age-Rewind was created as Maybelline's objective to increase market share by targeting women ages 35+. Age-Rewind has a total of eight different products, aimed at the market segment of women seeking Anti-Aging benefits. Christy Turlington is the face of Age-Rewind, being 44 years old and still having young-looking and flawless skin.Income segmentation is very important for Maybelline, as well as any other successful company. What makes income segmentation so important is consumer buying power. Maybelline's products are mainly targeted towards women ages 16-25, who don't have as much purchasing power as older age groups with higher incomes. Therefore, Maybelline products are sold at affordable prices, a met provision of their mission statement. Low prices allow Maybelline to sell their products in drugstores such as Rite Aid and Duane Reade, instead of stores like Sephora that carry high-end brands such as Givenchy, Chanel, and Urban Decay. 

Ch. 15- Marketing Communications

                       



Maybelline maintains a close relationship with its retailers which include drugstores CVS, RiteAid, Duane Reade, Walgreens, and discount retailers Walmart, Kmart, and Target. Online retailers Amazon.com and Ulta.com are also authorized to sell Maybelline products on their websites. There are sales representatives who are involved in the important personal selling component of Maybelline's marketing objectives. Sales representatives must make frequent visits to their retailers, bringing new products and taking orders, but also making sure that the products are being sold in a way that is favorable and profitable to the manufacturer.

For example, a sales representative must go to RiteAid and visit the Maybelline section, to make sure that Point of Purchase displays are in place and used appropriately, that the display of the products is in order, and most importantly, that the placement of the Maybelline section within the store is strategically attracting enough customers. 

While Maybelline may use their own means of transporting their products to retailers, they also outsource some of their logistics and delivery services to other companies which may include FedEx or UPS. They especially need such companies when it comes to transporting and delivering their products to retailers countries other than the United States. 



 

Ch. 10 - Product Concepts

The most important element of the marketing mix is the product. A great product offering or product mix is vital to a firm's success in the marketplace. Product attributes and benefits must provide customer value in order to compete effectively. Maybelline has a good understanding and a clear vision as to what benefits their target market seeks, and they create products to complement and fulfill their needs. Maybelline offers a wide variety of product categories, all strategically grouped together under different product lines offering beauty essentials such as Mascara, Eyeliner, Eye shadow, Lip Balm, Lip Gloss, Foundation, etc. Each of these product categories has great depth, offering variations to match the individual needs of different customers. For example, Maybelline’s Volum’ Express Mascara line has nine different mascaras, each providing a different benefit such as “Extensive length”, “Clump-free volume”, and “Explosive Volume”.





 The product line FIT ME seeks to provide its own special benefits, such as makeup with a natural, fresh, and breathable finish, skin perfecting, and skin-tone matching which women can use to highlight and enhance their features without covering their natural beauty. FIT Me offers an assortment of six different products, New Shine-Free Stick Foundation, Liquid Foundation, Pressed Powder, Concealer, Blush, and Bronzer. Each of these products comes in many different shades to match different skin tones and preferences. FIT Me is of great quality, has received great reviews from customers, and has become very popular. Although there are other competitors promoting products with similar benefits, FIT Me has been successful due to it being one of the few lines (if not the only one) in the market that is specifically aimed at meeting the demand for natural, breathable, and skin-tone matching makeup. FIT Me’s Shine-Free Stick Foundation, was a product extension made my Maybelline which is the “first of its kind”, and significantly contributed to the success of the makeup line. FIT Me has a cost-competitive advantage over its competitors because it is easily accessible and affordable, compared to higher priced products from other brands with similar benefits.
  

  Another important aspect of product design is the packaging. FIT Me’s products are easily recognizable, due to their uniform packaging. The packaging for all FIT Me products is very similar to that of one another, using the same color and similar shape. The packaging also tells a lot about the product. FIT Me’s product packaging comes in black and nude to convey the idea of simplicity, and that the line focuses on matching different skin tones for a flawless natural look. FIT Me’s product packaging provides ease-of-use to its customers. All of the products come without a large and difficult to take off plastic encasement. Instead, they simply come with a thin plastic wrap to display and ensure freshness and newness of the product.

Maybelline has a high brand equity, which is a great advantage when releasing new products or product lines, which Maybelline does often. Brand equity refers to the level of Maybelline’s brand awareness in the marketplace, perceived quality, reputation, and most importantly, brand loyalty. Customers who have had positive experiences with Maybelline products or have heard of others' experiences, are more likely to purchase Maybelline products because they refer back to that positive experience when comparing brand options. Also, any consumer with a positive view of Maybelline’s products, especially those who had personal experiences with the product, are more open to trying new products by the brand as well.