I PROBLEM STATEMENT:
Developing a successful strategy which would allow Maybelline gain a successful position on the face products market. The mass cosmetic segment is growing 10% on average annually, foundation is the 2nd largest segment in this area. There are three main competitors who have established a strong position in this segment: Revlon (mature women), L’Oreal (women between 35-54) and Cover Girl (teenagers). The product is characterized by its lengthy purchase cycle, higher price, independence of fashion trends and strong loyalty of the customers.
Entering the face segment by starting with the ...view middle of the document...
Since the Research and Development does not have any age defying solution ready at the time, the younger women segment can be addressed with the already developed products. The company has already loyal customers in this segment and has introduced some foundation products before. The mature women segment is our ultimate target since it is this segment that uses more face products. While penetrating the younger women segment, time should be spent on planning and preparing the entrance to mature women segment. In the meantime the company should focus on the younger women segment (it may take time to penetrate the segment for mature women, due to company’s image and strong competitor in that segment). The company’s previous attempts to break through in different segments proved to be fairly unsuccessful, apart from Smooth Result Age Minimizing Makeup which addressed a need not met by any other company.
Since preferences vary within the segments, a series of products within a line could be developed, for instance within a line for younger clients, different variations for luminous, matifying and sheer make up should be introduced. Since this is a very fast market, the company should release at least one product a year. The key for gaining client’s loyalty is allowing them to test the product, focusing on tests in department stores, TPR’s in magazines, cross marketing with already successful products from other lines, i.e. mascara. Possible challenge would be the costs of modifying the product, manufacturing, promotion and administrative costs.