Maybelline Marketing Plan University of Maryland, University College LIBS 150

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MARKETING PLAN Maybelline New York Ridgewell, Kelly (Civilian), Code 5702 Mascara Maybelline New York Marketing Plan Table of Contents Executive Summary........................................... .............................................................................................2 Environmental Analysis................................................................................................................................3 Competition.............................................................................................................................................3 Economic.................................................................................................................................................3 Political....................................................................................................................................................3 Legal and Regulatory...............................................................................................................................4 Sociocultural............................................................................................................................................4 Technological...........................................................................................................................................5 SWOT...........................................................................................................................................................6 Strengths.................................................................................................................................................6 Weaknesses.............................................................................................................................................7 Opportunities..........................................................................................................................................8 Threats.....................................................................................................................................................8 MARKETING OBJECTIVES.............................................................................................................................9 Marketing Strategies..................................................................................................................................10 Segmentation........................................................................................................................................10 Target Customer....................................................................................................................................10 Differentiation.......................................................................................................................................11 Positioning.............................................................................................................................................11 4 P’s...........................................................................................................................................................12 Product..................................................................................................................................................12 Price.......................................................................................................................................................12 Place......................................................................................................................................................13 Promotion..............................................................................................................................................13 USP/Key Message to Deliver to the Customer...........................................................................................14 Value to the Customer...............................................................................................................................14 IMC Plan....................................................................................................................................................15 Effective Use of IMC Action Plan................................................................................................................15 Implementation Plan.................................................................................................................................15 Measurement Process...............................................................................................................................17 Overall Effectiveness..................................................................................................................................17 Resources..................................................................................................................................................19 Page 1 Maybelline New York Marketing Plan Executive Summary Maybelline New York is one of the best, well-known makeup brands in the world. Maybelline is a subdivision of the cosmetic company, L’Oreal. L’Oreal had 28.49 billion dollars in global sales in 2013. L’Oreal does not release individual sales statistics for many of its subdivisions, but has confirmed that the Maybelline New York brand is one of the company’s high contributing brands. The Maybelline brand is estimated to be worth 2,921 billion dollars. Maybelline produces high-quality products at affordable prices. Maybelline is currently the number one cosmetics brand in America. Maybelline is also a large global competitor; Maybelline products are offered in over 100 different countries. With a global market share of 7.4%, Maybelline has the largest global market share of any brand in the cosmetic industry. Maybelline specializes in offering a large selection of impressive, yet inexpensive, lipsticks, nail polishes, and mascaras. Focusing on mascaras specifically, Maybelline offers mascara at a variety of prices, depending on different product features and benefits intended to meet the needs of a diverse target market. Maybelline successfully holds a larger market share of the mascara market than any other individual mascara brand, with a market share of 18.8% in America in 2013. Maybelline’s target market is young women ages 16-25. This encompasses women of all backgrounds, including African American, White, Hispanic, and Asian. When marketing to people of this target market, social media is very important. Due to this, Maybelline does a lot of marketing via social media and is very active o [Show More]

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