Maybelline New York is the #1 cosmetic brand in America, and among the top 10 cosmetic brands worldwide. Their success would not be possible without an effective retailing mix. The retailing mix (6 P's), includes product, place, promotion, price, presentation, and personnel. All of these elements are essential in order to successfully reach your target market, provide the benefits they seek, and make a profit.
Product: Maybelline's product offering is the most important part of the retailing mix. Maybelline creates great products, with quality that may either meet or exceed their target market's expectations. Maybelline offers a wide assortment of products including their revolutionary Volum' Express Mascaras, blushes, bronzers, foundation, concealers, make-up removers, creams, moisturizers, eye liners, nail polish, and many more. Maybelline's target market, women between the ages of 16-25, is very diverse, therefore Maybelline must create products that are beneficial and that work for all types of women falling within this age range. This demand calls for depth within each of their product assortments; this is why Maybelline offers a variety for each of their products, each offering different benefits. A lot of Maybelline's products are colorful and bold, but there is still that part of the target market that doesn't wear bold and colorful makeup, like myself. Someone in this section of the target market, could try the FIT Me product line, which gives a more subtle and natural look. Overall, Maybelline's wide product offering seeks to create products that can make women feel empowered, beautiful, trendy, and can allow them to explore their individuality, as indicated in their mission statement (http://www.maybelline.com/About-Maybelline.aspx).
Place: Maybelline mainly sells their products at drugstores such as RiteAid, CVS, and Duane Reade, and online retailers such as Amazon.com and Soap.com. Maybelline also has a very accessible and easy to navigate website, which caters specifically to each country to which it provides. One might wonder why Maybelline is not sold at cosmetic stores such as Sephora, which offers great variety of brands. Although Maybelline provides high-quality items, they sell their products at low or affordable prices. That is not the case with most of the brands found at stores like Sephora, such as Yves Saint Laurent, Chanel, Bobby Brown, etc. If Maybelline were sold alongside these higher-priced brands, many customers would ignore Maybelline, and consider them to be of low-quality, due to the large gap in price. Selling in Drugstores makes Maybelline very accessible to customers. A customer might be browsing through a drugstore, and find themselves in the makeup aisle, and walk out with a Maybelline product. In my opinion, Maybelline should open a store in New York City, where they can further involve customers in the shopping experience.
Maybelline DrugStore Displays
Promotion: Maybelline mainly advertises its products through TV commercials, ads in magazines, covers of newspapers such as amNY, and on nearly every website that is frequently visited by its target market. Their advertisements online usually have a lot of movement, and bright colors in order to attract attention. Their catchy slogan, "Maybe She's Born With It. Maybe its Maybelline", is a huge part of advertising the brand, since its recognizable and hard to forget. The biggest way in which Maybelline is advertised, is during Mercedes Benz Fashion Week in NYC. Maybelline is the official sponsor of Fashion Week, therefore, most ads for Fashion week, also advertise Maybelline. Maybelline's products are also used on the runway, which gives the brand an image of style, and prestige.
Price: Maybelline products, aside from being known for their high-quality, are also known for their affordability, which makes them accessible to customers. For example, the New FIT Me Shine-Free Foundation, is only $8.99. The FIT Me Concealer is only $6.49, and it is one of the best concealers on the market, at a very low price compared to its competitors. When customers realize that they can get a product of superior quality, at a lower price, they realize they are getting a higher value for their money.
Presentation: The presentation for Maybelline products could be improved significantly if they had a physical store. On Maybelline's website, the presentation is simple with a black background which gives it a feel of sophistication. All of their products however, and the home page are always colorful with advertisements of their newest products. What makes their website presentation great, is how easy it is to navigate it and find what you're looking for. If you click on their "Products" tab, you will find that their products are divided into subcategories, which have categories within them. The image below shows how the products are organized.
In drugstores, the Maybelline section is always organized, and usually the most colorful display in the aisle, which is great for catching the attention of customers, and projects a fun image.
Personnel: Since Maybelline does not have any physical stores, customers don't get to interact with personnel. Customers can either have an interaction by calling customer service when they have a problem, or by interacting with Maybelline's staff on social networks. I believe Maybelline should open stores in which, they provide a great shopping atmosphere, customers can try on products, they can interact with personnel, and Maybelline New York can effectively display their image.
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