Ch.11 Developing and Managing Products

In order for a company to remain relevant in the marketplace, it is important for new products to be introduced several times per year. Not only does frequent product development help to keep firms relevant, but it also helps to increase the width and depth of their product mix. Maybelline releases many new products every year, many of them being part of different product lines. FIT Me is one of Maybelline's successful product lines, which was developed simultaneously, meaning that all of the products belonging to the line were developed at the same time. The biggest benefits of simultaneous product development are reduced production costs, and an efficient use of time.






There are very important factors to consider when deciding whether or not a product is marketable and most importantly, profitable. One of the most important factors to consider is whether or not there is a demand among current and new customers alike, for the new product/product line. FIT Me was created based off of information obtained from customer focus groups (this type of research is also known as a concept test). From this research, Maybelline discovered that women were looking for makeup that is right for them and their skin-tone, to create a natural and flawless look (http://main.stylelist.com/2010/09/03/maybelline-fit-me-makeup-line/). Evaluating the competition and what sets Maybelline's product line apart, is another important factor to consider in the process of developing a new product(s). All other drug-store cosmetic brands have products in the same category as the products that form part of the FIT Me line, especially foundation. What makes Maybelline FIT Me different from the competition however, is that FIT Me offers entire makeup regimen dedicated to creating the natural and flawless look their customers seek. FIT Me comes complete with foundation, concealer, pressed powder, blush, and bronzer (the bronzer was an extension to the line). Other brands like Covergirl, did not have an entire line dedicated to this benefit until recently, when they released a product line similar to FIT Me, called Trublend (http://www.covergirl.com/collections/trublend-mineral-makeup).

New products are also introduced as product line extensions, increasing the depth of a specific product line. Maybelline has made two extensions to FIT Me since the release of the product line in early 2011. The first extension, the bronzer, was introduced shortly after the product line was released. The latest product extension was quite innovative, being the first of its kind: The FIT Me Shine-Free Stick Foundation. It is more than likely that these products were already in development back when the original product line was being developed as well. However, it is an effective strategy to continue to introduce products to a specific line, after its success has been proven; this allows new products to shine on their own, allows for advertising to focus on that specific product line extension, and keeps customers looking forward to new products that supplement the original line depth.