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Maybelline Cosmetics is an American company owned by L'Oreal that produces and sells makeup products globally. They are headquartered in New York City and their manufacturing facility is located in Little Rock, Arkansas. L'Oreal purchased the company in 1996, which gave L'Oreal access to a more mass market audience in cosmetics. Maybelline New York is the number one cosmetic brand globally -- sells in 90 countries and has products in most every major mass-market retailer in the world. Maybelline's annual sales exceed $1billion with over 50,000 employees (Maybelline Sales, Inc., 2012).
Competitive Comparison - Revlon is also an American skin care, cosmetics and personal care company headquartered in New York City. Revlon corporation has revenues in excess of $1.3 billion with 7,000 employees worldwide. Revlon has continued to acquire brands like Max Factor, sometimes selling then to larger firms, but continuing a pattern of mergers. Revlon is active in many…
B2Me Marketing. (2012, March). Retrieved from Outputlinks.com: http://sf.outputlinks.com/Libraries/PDF%20Uploads/XMPie_B2Me_Maybelline.sflb
Brand Finance Comparison Tool. (2012, June). Retrieved from Brandirectory: http://brandirectory.com/compare/NjUyLDMwMTAsMzAzMA%3D%3D
Estee Lauder Companies 2011 Annual Report. (2012, January). Retrieved from elcompanies.com: http://investors.elcompanies.com/phoenix.zhtml?c=109458&p=irol-reportsannual
Maybelline Sales, Inc. (2012, March). Retrieved from Cortera: http://start.cortera.com/company/research/k3q7oyl1r/maybelline-sales-inc/
Social Media and Business Administration
In today's technology driven business environment, few companies can be said to be marketing effectively if they don't possess some form of social media presence. However, how this presence is achieved may vary considerably from one type of organization to another. These distinctions are highlighted in the discussion here, which considers the approaches taken by CGU Insurance and L'Oreal Maybelline respectively. CGU demonstrates the social media strategies that might be used in a 'business to business' context whereas L'Oreal gears its social media communication strategy toward business to consumer interactions.
Strengths and Weaknesses of Social Media:
From a Business to Business standpoint, CGU Insurance has succeeded in establishing a Facebook page that demonstrates its identity, offers regular posts that attract user attention and maintain the professionalism befitting of a company in the insurance field. The greatest weakness in using Facebook for social media is…
https://plus.google.com/116351140035395876720/about https://plus.google.com/117635181745635073026/about http://www.linkedin.com/company/cgu http://www.linkedin.com/company/loreal
In other words, the higher the price, the higher the status they confer.
The active products are developed for customers interested in the products' medical properties.
In conclusion, L'Oreal's target customers are sophisticated, educated, beauty oriented people, with medium to high incomes, that appreciate the company's products' quality.
egarding the company's earnings, 54.8% of the cosmetics sales come from consumer products, 25.1% come from luxury products, 13.9% come from professional products, and 5.5% come from active products. More than half of the company's sales incomes, 52.7% come from Western Europe, 27.6% come from North America, and 19.7% come from the rest of the world.
Even if L'Oreal is the worldwide leader in the cosmetics industry, competition is very harsh in this line of business. L'Oreal's most important competitors are Procter & Gamble's Max Factor International, Clinique, Estee Lauder, but also "niche players such as Los Angeles-based cosmetics maker Stila."
L'Oreal (2007). Wikipedia, the free encyclopedia. Retrieved February 18, 2007 at http://en.wikipedia.org/wiki/L%27Oreal .
L'Oreal: The Beauty of Global Branding. BusinessWeek online. Retrieved February 18, 2007 at http://www.businessweek.com/1999/99_26/b3635016.htm .
Maybelline positions itself as the most innovative make up producer. The company has strengthened its position on the international market due to the sales force ensured by L'Oreal, who acquired Maybelline. stor positions itself as a high quality make up producer.
The main customer segment is represented by women aged between 20 and 35 years old. These customers have a medium income and medium to high education. They have a modern lifestyle, and are interested in the life of celebrities they admire. They are interested in fashion, and in cosmetics products that present new characteristics. They are oriented towards make up products of higher quality, but have an average budget.
nother customer segment addressed by Rimmel London is represented by teenagers that are interested in make up products that provide a satisfactory relationship between price and quality.
The company's marketing strategy is based on providing good quality…
As mentioned above, the customers addressed by Rimmel are interested in the life of celebrities that they admire. Therefore, Rimmel promotes its products with the help of important celebrities like Kate Moss, Sophie Ellis Bextor, and Zooey Deschanel. It seems that this is a successful strategy for Rimmel, given the company's increased sales on the national and international markets and customers' opinion on the products of the company.
1. Products (2010). Rimmel London. Retrieved October 10, 2010 from http://www.rimmellondon.com/UK/products/default.aspx .
Bobbi Brown has three new product ideas, a line of anti-aging products, a virtual makeup feature, and beauty on the wheel. For these, the most comprehensive marketing campaign will need to be for the anti-aging line, as this is the idea with the most revenue potential. There are millions of customers interested in anti-aging products; the market is huge. This market also dovetails nicely with Bobbi Brown's existing core product (makeup) and its broad target audience. This marketing campaign will touch on all of the elements of the marketing mix. The anti-aging market overall is estimated to be worth $292 billion worldwide and the number of potential customers is expected to double by 2050, so the slice that Bobbi Brown is seeking to capture will also be worth several billion in total (A4M, 2014). Specifically to cosmetics, the market size is still $122 billion (P Web,…
A4M. (2014). Join the anti-aging marketplace. American Academy for anti-Aging Medicine.. Retrieved May 11, 2014 from http://www.a4m.com/conferences-exhibitors-anti-aging-marketplace.html
PR Web. (2014) Global anti-aging market. PR Web. Retrieved May 11, 2014 from http://www.prweb.com/releases/2014/02/prweb11560930.htm
Richards, L. (2014). What are the advantages of advertising on TV. Houston Chronicle. Retrieved May 11, 2014 from http://smallbusiness.chron.com/advantages-advertising-tv-3385.html
Sestili, T. (2014). 5 reasons why you should market to baby boomers. Social Media Today. Retrieved May 11, 2014 from http://socialmediatoday.com/tracy-sestili/2115511/5-reasons-why-you-should-market-baby-boomers-45-65-year-olds
The ability to create a makeup palate that is suited to the consumer's specific beauty needs, to create a unique image of beauty that is healthy and an enhancement of one's natural beauty should be the focus of a redesigned Avon site.
Avon is a classic product in the United States -- someone in 'your' family may have sold Avon, long ago. Although door-to-door sales is no longer lucrative, and unlikely to be accepted in China for higher-end goods, selling the midpriced Avon in Chinese department stores is an ideal way to create a humanized brand image for Avon and to capitalize upon the mania for customization and goods tailored to 'your needs.' This is one way to use American individualism yet give it a Chinese spin by stressing the need for make up to suit one's skin tone and enhance but not alter one's appearance. The company website…
Avon brands. (2009). Avon. Website. Retrieved August 15, 2009 at http://www.avoncompany.com/brands/color.html
Avon China. (2009). Avon Website. Retrieved August 15, 2009 at http://www.avon.com.cn/PRSuite/home_page.page
Avon product history. (2009). essortment. Retrieved August 15, 2009 at http://www.essortment.com/all/avonproductshi_risn.htm
Changing Chinese buying habits. (2008, February 20). Export News. Retrieved August 15, 2009
The matters are presented in a professional, yet clear and easy to read manner. And Maybelline, a company that started low, but managed to success at international level, is one of my favorite companies, in both terms of products, but also as I find them to represent the epitome of corporate success.
But however I personally like the organization, it is also true that they do have some issues they could resolve in order to increase their success even further. One of them, as you pointed out, is that they sometimes fail to adapt to the unique requirements of each and every market.
Relative to product pricing, I'm not sure I would agree with a lowering of the retail charge. After all, they do sell the highest quality products; wouldn't a decrease in prices imply a cost reduction, which would in turn materialize in reduced quality of the final products?…
Life Stage Segmentation
The generational cohort segmentation shows how segmentation divides a population into smaller distinct groups. The different and unique characteristics of each group formed during segmentation allow advertisers to get an important guidance for communications planning. There are generally five ways of using this information once advertisers have divided a certain group.
First, segmentation permits advertisers to consider differences within the potential consumer audience for a particular product or service. As the segment characteristics in the generational cohort segmentation illustrate, it is unlikely that all individuals in the broader adult population will see all brands within a product category as equally acceptable or all advertising messages for brands within a category as equally relevant or persuasive. Different segments are likely to respond differently to the same product or advertising message. Thus, segmentation provides the information required for the planning and presentation of an advertising campaign that exactly…
Faye Rice, "Making Generational Marketing Come of Age," Fortune (June 25, 1995): 110-113.
Art Weinstein, Market Segmentation (Chicago, IL: Probus Publishing Company, 1994). 8-9.
Campbell Gibson, "The Four Baby Boomers," American Demographics (November 1993): 36- 40.
Gabriella Stem, "Aging Boomers Are New Target For Maybelline," Wall Street Journal (April 13, 1993): B1.
Theefoe, it is impotant that people implementing the stategy ae able to adapt it to diffeent changes detemined by envionmental factos. And in cases whee the development of the maketing stategy is flawed, the implementation team can povide the necessay feedback in ode to impove it. This is why stategists and implementes should wok togethe and communicate duing the implementation pocess (Pide & Feell, 2010). In addition to this, the implementation team can povide efficient advice on the esults of the stategy's implementation in ode fo the stategy team to develop moe efficient maketing stategies.
The success of maketing stategies elies on developing them, but also on thei implementation. By offeing feedback between the development and implementation teams, the efficiency of stategies can be impoved. It is also helpful to develop flexible stategies that can adapt to the necessities detemined by envionmental factos.
4. In some aeas custome powe shifts…
references of customers.
Customer power shift is visible in certain industries, and it is determined by technology. But there are also other industries provide the impression of customer power shift, while suppliers form agreement in order to control the market. It is important to determine how this factor influences companies and their productivity.
1. Huber, A. (2011). Effective Strategy Implementation: Conceptualizing Firms' Strategy Implementation Capabilities and Assessing their Impact on Firm Performance. Retrieved May 4, 2014 from http://books.google.ro/books?id=oFaO6D07KysC&pg=PA13&dq=marketing+strategy+implementation+approach&hl=ro&sa=X&ei=LhBmU-G6IpLN7AaDmoCYBg&ved=0CDAQ6AEwBA#v=onepage&q=marketing%20strategy%20implementation%20approach&f=false .
2. Hallett, T. (2014). What Is Native Advertising Anyway? The Guardian. Retrieved May 4, 2014 from http://www.theguardian.com/media-network-outbrain-partner-zone/native-advertising-quality-scalability .
Individuals now have increasing control over how and when they receive information. Promoters now have to take a new approach to reaching potential consumers. The push method of promotion, broadcasting messages in bulk, is no longer as effective as it once was. Now promoters have to be more creative and implement more of a pull strategy to entice consumers. They have to create a desire for the consumer to want to hear the information.
Starbucks -- this brand is likely best target to populations at a national level. Not every country has a culture that values coffee in the same way.
Netflix -- Netflix is also best targeted at a national or regional level. Different populations and groups will have different media preferences.
Local milk -- the local milk brand should target the regional or local level since it is regionally produced.
d. North Face -- this brand could potentially…
Ad Respect. (N.d.). Ad Library. Retrieved from Ad Respect: http://www.adrespect.org/common/adlibrary/adprintdetails.cfm?QID=3638&clientID=11064
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Johnson, L. (2015, July 22). Uber Takes Over New York Times Homepage With Large Ad Calling Out the Mayor. Retrieved from AdWeek: http://www.adweek.com/news/technology/uber-takes-over-new-york-times-homepage-fight-proposed-bill-166050