Maybelline Case Study
DESK OF ARTICLES
1 . PROFESSIONAL SUMMARY
installment payments on your IDENTIFY MAYBELLINES CORPORATE & MARKETING OBJECTIVES 3. SPECIFY THE PROBLEM
some. EXTERNAL ENVIROMENTAL PROBLEM
* MARKET DESCRIPTION
* INDUSTRY SIZE
5. MARKET GROWTH
* INDUSTRY STRUCTURE
5. MARKET DEVELOPMENTS
* INDUSTRY SEGMENTATION
a few. INTERNAL ENVIROMENT (EXISTING ADVERTISING MIX)
5. PRICE, MERCHANDISE, POSITION, ADVERTISING
* SOURCE ANALYISIS
* FINANCIAL SITUATION
2. SWOT ANALYISIS
6. CHOOSE SEGMENTS TO GET ATTACK
7. IDENTIFY ALTERNATIVES
8. SELECTION OF BEST OPTION
9. ESSENTIAL SUCCESS ELEMENTS
In this case analyze we will be analyzing Maybelline Cosmetic Company and its current market location and circulation domestically and globally, we are looking at the expansion from the company and also the feasibility of successful development, options available and extension of the Maybelline range.
2 . IDENTIFY MAYBELLINES CORPORATE & MARKETING GOALS Maybelline's company objectives can be summarized inside the three point strategy designed to- 2. Expand you can actually market existence through corporate and business acquisition, producing its geographic presence larger. * To develop or buy a new personal line of maintenance systems that will supplement Maybelline's business * To revitalize you’re able to send core color cosmetics organization
The advertising objectives have been organized to-
5. Develop and advertise the newly launched " Shades of YouвЂќ a cosmetic collection targeted to satisfy the specific needs of woman of coloring. * Develop and start a glow free product line for teenagers and young female. * Expose a new item segment вЂRevitalizeвЂќ developed specifically for older woman. * Charm to an international market.
several. DEFINE THE CONDITION
Maybelline would like to expand upon into the global cosmetics industry, this may encounter difficulties since the boundaries to entrance into Cookware and Western european markets are high, existing well entrenched cosmetic businesses are already well established and carry a high business, there are often the difficulty of promoting cosmetics in an international market where ethnic obstacles may arise, perception of Maybelline as a brand may not be high, and international product sales of Maybelline accounting to get only 10% of the business net sales in 1991.
four. EXTERNAL ENVIROMENTAL PROBLEM
2. MARKET EXPLANATION
Maybelline's presence inside the domestic Usa market should be considered strong, they may have held second largest market share for the last five years, including second and third positions in the home market for face and lip cosmetics, this has prompted them to expand globally, nevertheless as stated net sales internationally have been poor compared to revenue in their home-based market.
* MARKET SIZE
Unit Sales and Earnings
Sold presently in approximately 80 1, 000 retail outlets locally, as well as different wholesalers just like Wal-Mart, Kmart and Concentrate on, Maybelline's net sales through Wal-Mart only constituted more than 10% from the company twelve-monthly sales with eye makeup amount to 39% of sales then face items at 24%, lip items at 14% and fingernail polish in 4%. Anybody can see through current sales statistics that inside the domestic market and syndication channels, internationally positioning Maybelline would depend heavily on successful product division channels.
YEAR CONCLUDED YEAR ENDED DEC. thirty-one, 1990 DEC, 31, 1991| POSITION SHARE POSITION SHARE| TOTAL COLOUR COSMETICS| 2| 18%| 2|...
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