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.