Saturday, December 3, 2016

Ch. 12-Services and Nonprofit Organization Marketing

 

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      The marketing of goods and services to individuals and organizations for purposes other than personal consumption" (Lamb/Hair/McDaniel 108). Although Maybelline products are made for the personal use of consumers and not businesses, there are many functions involved in the process of getting Maybelline products from production to the hands of the ultimate consumer. Therefore Maybelline is involved in strategic alliances with other businesses such as its suppliers, retailers, and logistics/delivery companies, in order to carry out its necessary operations, and achieve its objectives efficiently. Since Maybelline was founded, it has manufactured its own products. In order to manufacture its products, Maybelline must build and maintain close relationships as well as strategic alliances with its suppliers

Maybelline must purchase raw materials from suppliers, that become the ingredients of its products. Suppliers also provide office supplies and materials necessary to carry out the everyday functions performed in the manufacturing plant as well as Maybelline's office headquarters. The necessary supplies include fixtures, equipment, machinery, furniture (offices), and everyday office supplies. 

Makeup is a complex product to choose and to use. Many women struggle with choosing the right makeup for them because of this dizzying array of possibilities. That’s why Maybelline New York tasked Strategies with creating a relationship-marketing program designed to demystify choosing and using makeup.

Another way in which Maybelline is involved with other businesses/organizations is its official sponsorship of Mercedes-Benz Fashion Week. Sponsoring this event which takes place in September and February, is a major marketing strategy for Maybelline. Being the official sponsor of the events, means that Maybelline not only provides monetary-support but mainly all the makeup products, which all the models display in the shows. This is a powerful marketing strategy because Mercedes-Benz Fashion Week attracts a large audience, including Maybelline's target market. Being the sponsor of such a prestigious and popular event enhances Maybelline's image by association. This strategy has the power to influence consumer buying attitudes towards the brand.