Maybelline Case Study
CASE STUDY
Marketing Audit
Maybelline Cosmetics
Natali Louise
2010
Natali L
1/1/2010
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY
2. IDENTIFY MAYBELLINES CORPORATE & MARKETING OBJECTIVES 3. DEFINE THE PROBLEM 4. EXTERNAL ENVIROMENTAL PROBLEM
* MARKET DEFINITION * MARKET SIZE * MARKET GROWTH * MARKET STRUCTURE * MARKET TRENDS * COMPETITION * MARKET SEGMENTATION
5. INTERNAL ENVIROMENT (EXISTING MARKETING MIX)
* PRICE, PRODUCT, POSITION, PROMOTION * DISTRIBUTION * RESOURCE ANALYISIS * FINANCIAL SITUATION * SWOT ANALYISIS
6 .SELECT SEGMENTS FOR ATTACK
7. IDENTIFY ALTERNATIVES
8. SELECTION OF BEST ALTERNATIVE
9.KEY SUCCESS FACTORS
1.
EXECUTIVE SUMMARY
In this case study we will be examining Maybelline Cosmetic Company and its current market position and distribution domestically and globally, we will be looking at the expansion of the company as well as the feasibility of successful expansion, options available and extension of the Maybelline line. 2. IDENTIFY MAYBELLINES CORPORATE & MARKETING OBJECTIVES
Maybelline’s corporate objectives can be summarized in the three point strategy designed to- * Expand the company’s market presence through corporate acquisition, making its geographic presence wider. * To develop or purchase a new personal line of care products that will compliment Maybelline’s existing business * To revitalize the company’s core colour cosmetics business
The marketing objectives have been organized to- * Develop and advertise the newly launched “Shades of You” a cosmetic line targeted to meet the specific needs of woman of colour. * Develop and launch a shine free product line for teenagers and young woman. * Introduce a new product segment ‘Revitalize” developed specifically for older woman. * Appeal to an international market.
3. DEFINE THE PROBLEM
Maybelline desires to expand on into the
Marketing Audit
Maybelline Cosmetics
Natali Louise
2010
Natali L
1/1/2010
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY
2. IDENTIFY MAYBELLINES CORPORATE & MARKETING OBJECTIVES 3. DEFINE THE PROBLEM 4. EXTERNAL ENVIROMENTAL PROBLEM
* MARKET DEFINITION * MARKET SIZE * MARKET GROWTH * MARKET STRUCTURE * MARKET TRENDS * COMPETITION * MARKET SEGMENTATION
5. INTERNAL ENVIROMENT (EXISTING MARKETING MIX)
* PRICE, PRODUCT, POSITION, PROMOTION * DISTRIBUTION * RESOURCE ANALYISIS * FINANCIAL SITUATION * SWOT ANALYISIS
6 .SELECT SEGMENTS FOR ATTACK
7. IDENTIFY ALTERNATIVES
8. SELECTION OF BEST ALTERNATIVE
9.KEY SUCCESS FACTORS
1.
EXECUTIVE SUMMARY
In this case study we will be examining Maybelline Cosmetic Company and its current market position and distribution domestically and globally, we will be looking at the expansion of the company as well as the feasibility of successful expansion, options available and extension of the Maybelline line. 2. IDENTIFY MAYBELLINES CORPORATE & MARKETING OBJECTIVES
Maybelline’s corporate objectives can be summarized in the three point strategy designed to- * Expand the company’s market presence through corporate acquisition, making its geographic presence wider. * To develop or purchase a new personal line of care products that will compliment Maybelline’s existing business * To revitalize the company’s core colour cosmetics business
The marketing objectives have been organized to- * Develop and advertise the newly launched “Shades of You” a cosmetic line targeted to meet the specific needs of woman of colour. * Develop and launch a shine free product line for teenagers and young woman. * Introduce a new product segment ‘Revitalize” developed specifically for older woman. * Appeal to an international market.
3. DEFINE THE PROBLEM
Maybelline desires to expand on into the