Tugas Gm Maybelline

7/27/2019 Tugas Gm Maybelline

1/20

Maybelline entry into india

Kelompok 4Endang Karismawati 11P2309

Tritunggal 11P2165Suryo Purnomo PH 11/327580/PEK/16991


2/20


3/20

India Cosmetic market overview

Indian Cosmetic Sector Analysis 2009-2012 :

Annual rate 2011- 2014 18 % market size $ 3

billion

Dominated multinational co (unilever &

revlon)

classified as skin care products, hair careproducts, makeup products, perfumes and

others.


4/20

Profile of Maybelline

T.L.Williams founded the Maybelline company in1915 and introduced Maybelline Cake Mascara.

In February,1996, Maybelline was acquired byLOreal USA, Inc., a leader in the mass-market color

cosmetics business.Maybelline creates seasonal color stories withproducts in the seasons hottest shades.

The Maybelline image is hip, intelligent, stylish and

charming.Maybelline has the top research and developmentteams and resources through their parent companyLOreal.


5/20

Maybelline objective

To become worlds number one color

cosmetics line by increasing emphasis on

technology, moving into new product

categories and expanding into foreignmarkets.

To differentiate its product from local and

other competitors.


6/20

Low prices due to low cost of production.

Quality product as premium withaffordable price

More product and color variety.

Strong market penetration

The Competitive Advantages

Maybelline
http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=LS-7ivs13USx1M&tbnid=2xM8xzxeSfGTeM:&ved=0CAUQjRw&url=http://infobharti.com/india-information/maybelline-cosmetics.php&ei=pBDHUcfHEIv_rAfX5oHYBQ&psig=AFQjCNEk4cyJaRipyb3qbSCm3V-OgvjoCQ&ust=1372086787084081http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=LS-7ivs13USx1M&tbnid=2xM8xzxeSfGTeM:&ved=0CAUQjRw&url=http://www.bangalorebest.com/lifestyle-fashion/articles/Top-10-Cosmetic-Brands-In-India.asp&ei=iBDHUfqRJs7QrQeLhID4AQ&psig=AFQjCNEk4cyJaRipyb3qbSCm3V-OgvjoCQ&ust=1372086787084081


7/20

SWOT ANALYSIS

Maybelline

Strengths Weaknesses

-New, very modern product

-Wide selection of products

-Products are of very high quality even

though offered at a very low price

compared to other brands.-Attractive all-American style

-Eye catching packages

-Made to fit seasonal conditions

-Competitive price-Low-cost production

-Online services plus catalogue

-Wide distributions channels

-Naturalness

-Intense colors

-Average profit margins

-Sales going through independentretailers

-TV requires high budget


8/20

SWOT ANALYSIS

Maybelline

Opportunities Threats

-State-of-the art research center

-Using know-how from LOreal

group

- Increasing middle class population& modern life style

-People are afraid to follow the

latest fashion

-High-tech competitors factories

-High resistance for vivid colors in

cosmetics in rural areas

-Competitors offering a variety of

cosmetics

-Wide range of substitutes


9/20

SHARE OF PLAYERS

BrandValue (%) Volume (%)

2010 2011 2010 2011

Lakme 22.5 17.7 3.7 2.6

Elle 18 10 11.3 5.4 5.1

Revlon 6.5 4.2 1.1 0.7

Maybe

lline2.1 2.5 0.3 0.3

Street

Wear1.4 1.1 0.3 0.4

L'Oreal 1.0 0.4 0.1 0.0

Source: Nielsen; Data for All India Urban for

categories lips plus nails in traditional trade

SHARE OF PLAYERS IN THE MARKET

Maybellines two main competitors

in India are : Unilever ( Lakme) and

Revlon

Maybelline is actually number two if

modern trade is also taken into

account.

Nielsen does not track modern trade

nor does it cover face and eyes, which

are big make-up categories


10/20

Identifying Market Segments

Psychographic

Variables

Geographic

VariablesDemographic

Variables

India population

45 % : < 25 thn


11/20

Market segmentation

Maybelline

Maybelline target segment is16-35 year old female at massmarket.

Urban area

Maybelline is a moderncontemporary brand for allwomen and all races.

Different versions of productsare produced for eachcountry
http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_7X4H6u-2s932M&tbnid=arP3DFVJaXigjM:&ved=0CAUQjRw&url=http://mccannlondon.co.uk/colossal-cat-eyes/&ei=nijpUfSoIoTsrAejm4CABg&bvm=bv.49478099,d.bmk&psig=AFQjCNGrnyE75r0fHcbzjIoYvkv8g26-Xw&ust=1374320512044282http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_7X4H6u-2s932M&tbnid=arP3DFVJaXigjM:&ved=0CAUQjRw&url=http://mccannlondon.co.uk/colossal-cat-eyes/&ei=nijpUfSoIoTsrAejm4CABg&bvm=bv.49478099,d.bmk&psig=AFQjCNGrnyE75r0fHcbzjIoYvkv8g26-Xw&ust=1374320512044282


12/20

CONSUMER PROFILE

Maybelline are banking on the aspirations of middle class Indians with products

that are international in appeal and reasonable in price.Maybelline is is positioned as the leader of mass-market cosmetics at a reasonable

price. It is globally branded with the Urban American Chic Image.

Maybellinesmarket is primarily divided into three segments:

Youngster : 16-25 years

Office Lady : 26-25 years

Career Women: 35 years Above

The Maybelline girl is full of fun, very spirited, optimistic, unpredictable, confident.

She is 16-25 years old and already so aware. They have their FB, Twitter, BlackBerry

Phones and are so connected.
http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=94aJle48Cw6aIM&tbnid=obV6nLvvJv9HOM:&ved=0CAUQjRw&url=http://gatheringbooks.wordpress.com/2011/03/31/anita-desais-fasting-feasting/&ei=IyLHUemNO8HVrQessoCwAw&psig=AFQjCNFxN1WuQdxyj6fmph3SD8miAD72Rg&ust=1372091282548023


13/20

Consumen Behavior
http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=18TRAcl24X8vzM&tbnid=GLE22rS9W0nAnM:&ved=0CAUQjRw&url=http://www.stylecraze.com/articles/best-maybelline-products-available-in-india-our-top-10/&ei=jvTGUbyRNs_nrAeh-oHwCg&bvm=bv.48293060,d.bmk&psig=AFQjCNGN2h5YLfpegZ5WS8EzMHiHHeqUdQ&ust=1372079614563591


14/20

Marketing MixThe Four Ps

(Distribution)

roduct

ricing

romotion

lace


15/20

Maybelline marketing mix

Product

New, very modern product

Wide selection of products

Eye catching packages Made to fit seasonal conditions

Meets individual market

requirements
https://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=47l9G8UycaIrMM&tbnid=82cY0kcuhWoo8M:&ved=0CAUQjRw&url=https://www.facebook.com/sensationalmaybelline&ei=tBfHUa-qI4yVrAfih4GoBQ&psig=AFQjCNEivskFpVAmL2qXFKjqO-b3br-CWQ&ust=1372086563552262http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=zQVOm5UfEsUFRM&tbnid=7x6DOD0SRtUW4M:&ved=0CAUQjRw&url=http://makeupandbeauty.com/maybelline/&ei=yxbHUYy3M4m3rAfKgIHgBQ&psig=AFQjCNFp2AtZOGaocqFtspD09b0ZOaHAtw&ust=1372088350504634


16/20


Price

Very competitive price

Low-cost production

Benefits from economies ofscale

Pricing up to local

purchasing power rate
http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=wqmweWnXhWGfZM&tbnid=u7pHEBBvHprzXM:&ved=0CAUQjRw&url=http://www.polyvore.com/sarah_michelle_gellar_magazine_cover/thing?id=38820738&ei=yPPGUc64HInBrAfT-YGQDA&psig=AFQjCNH16ADbm-mvx9zt7zCZD8YtKeoB1g&ust=1372079225492343


17/20


Promotion

Women are sensitive to advertising

TV spots are the best way to targetmass audience on channels like StarPlus, Sony, MTV etc

Ads are printed in Indian editions ofElle, Cosmopolitan, and Femina

Comparative advertising.

Maybellines viral route (DIGITAL isthe main medium): recently launchedthe campaign Dare to go Nude this

summer. Maybelline wanted toeducate its consumers about the BBor Bright Benefit Clear Glow Cream,the campaign was a huge success onfacebook and twitter
http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=1iCuRFL0hYquGM&tbnid=wNS1hqcg4MUztM:&ved=0CAUQjRw&url=http://www.polyvore.com/sarah_michelle_gellar_magazine_cover/thing?id=38820610&ei=TvPGUZONDdHtrQf45YDQDw&psig=AFQjCNH16ADbm-mvx9zt7zCZD8YtKeoB1g&ust=1372079225492343http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Z6FzuJpMCNGHhM&tbnid=8tOKgG4cYaJ27M:&ved=0CAUQjRw&url=http://fashiongonerogue.com/christy-turlington-elle-france-december-2010-mark-seliger/&ei=g_LGUcf2JoeGrQenzoHgDQ&psig=AFQjCNH-WUymrJwD5ikjWn0OUFzCrd1GdQ&ust=1372078992115966


18/20

Globally, Maybelline has been heavily promoting its trendy New York image The American image in India was found to have a positive effect.

Maybelline has continued with the same global branding in India

using supermodel Christy Turlington and Sarah MichelleGellar to promote

its products.

Local brand is endorsed by Deepika Padukone It has an appealing taglineMaybe shesborn with it. Maybe itsMaybelline to connect with young

customers.

Maybelline marketing mixPromotion
http://www.google.co.id/url?sa=i&source=images&cd=&cad=rja&docid=Wj8DAOQnQB38BM&tbnid=GjXximgoElyQyM:&ved=0CAgQjRwwAA&url=http://thehighlow.com/2011/07/uk-bans-overly-retouched-poorly-defended-loreal-ads/&ei=QfHGUcm4MIz9rAe_uIHAAg&psig=AFQjCNF319dZZYfGQgWuqzrqix3tfLc_5g&ust=1372078785898516


19/20


Distribution (place)

Wide distributions channels in more than 70 countries worldwide

Chanel distribution :

Prestice : Chain Departement Stores, beauty stores

Broad : drug store, food store, mass merchandiser, cosmetics

discounters, warehouse clubs

Alternative : Direct sales, salons, health food store, retail/free

standing store
http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=D7D8NZ8_2Hi1wM&tbnid=Q3nPUeiLPFZZ9M:&ved=0CAUQjRw&url=http://infobharti.com/india-information/westside.php&ei=dfjGUeKkJ8_orQe6j4DoCQ&psig=AFQjCNGqUGjpBTdApBSuzzWKX3M0shcV7w&ust=1372080527105465http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Uzl19c7dIEjJWM&tbnid=rOAZgI6kL74VeM:&ved=0CAUQjRw&url=http://serenadeofserena.blogspot.com/2009_11_01_archive.html&ei=Y_XGUb6wOsjyrQfBtYGgCg&bvm=bv.48293060,d.bmk&psig=AFQjCNGN2h5YLfpegZ5WS8EzMHiHHeqUdQ&ust=1372079614563591http://www.google.co.id/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Uzl19c7dIEjJWM&tbnid=rOAZgI6kL74VeM:&ved=0CAUQjRw&url=http://animetric.blogspot.com/2012_08_01_archive.html&ei=L_XGUZ26EYGGrQfu-IHQCQ&bvm=bv.48293060,d.bmk&psig=AFQjCNGN2h5YLfpegZ5WS8EzMHiHHeqUdQ&ust=1372079614563591


20/20

Recommendations

Maybelline

There are few strategies to adopt :

To enhance products (new characteristic, better style/design)

To introduce new products to the market and additionalproducts with natural claims

Widen color range (lipstick, nails,eye color, base make up ) tomatch indian skin tone

To increase availability of its products and find newdistribution channels

Lowering the price to gain attention of potential customerswho are price sensitive

Increasing Brand awareness with Integrated Promotion ATL &BTL

Increasing engagement between brand & customer

Improve skill & knowledge of Human resourch (Beautyadvisor/ counsultant

Tugas Gm Maybelline

Documents

Transcript of Tugas Gm Maybelline