Marketing Product Assessment--Maybelline Essay Example | Topics and Well Written Essays - 1500 words

Marketing Product Assessment--Maybelline - Essay ExampleSoon the mascara was named Maybelline after(prenominal) the name Maybel given by her daughter to the lash mascara (LOreal). Two years later, the company produced the first of its kind mascara for everyday use which became an instant hit with the volume market. In 1996, the companys headquarters moved to New York when it was acquired by LOreal (LOreal). Over the passage of time, the company hired celebrities as brand ambassadors, which once again was an instant hit. In 1991, the company adopted the popular slogan Maybe shes born with it, maybe its Maybelline which continues to be its slogan to date (LOreal). Maybelline enjoys a strong presence in over 129 countries today and covers four broad location segments North America, Europe, Asia and Oceania (LOreal). Maybelline stands at no.1 in the makeup brands category in its domicile country, the US. In the UK, it has acquired the second position, along with strong growth in Russi a (LOreal). The company is expanding fast in all BRIC economies, and has managed to bag the top position in level brands in China in 2010 (LOreal). The company is struggling to penetrate through the Japanese market which has intense competition as far as the lay down category is concerned. Overall, the company registered a 13.3% growth in 2010 (LOreal). The company offers a variety of product lines related to cosmetics including face, eyes, lips, nails, brushes and accessories (Maybelline LLC.). Under the face product line, the company offers concealer, foundation, powder, bang and bronzer (Maybelline LLC.). Under the eyes category, it offers eye shadow, eye liner, brow liner and mascara (Maybelline LLC.). Under lips category, Maybelline offers lip color, lip gloss and lip liner (Maybelline LLC.). Under nails it offers nail color, whereas, under brushes and accessories it offers brushes, tweezers, curlers, combs, removers and false lashes (Maybelline LLC.). The product brand tha t is part of this paper is the Maybelline Dream Matte Mousse Foundation that falls under the face product line. The highest sales of Maybelline argon generated by its face product line, followed by lips and then eye (LOreal). The Dream Matte Mousse Foundation fits considerably into the companys product carry since it offers customers the advantage of matte effect for perfect blending of foundation into their skin. It offers full coverage and it offers the added advantage of shine control. This product is the only one that offers two of the 3 finishes matte and natural (Maybelline LLC.). Furtherto a greater extent, this product provides a powder effect and combines the benefits of liquid and cake foundations. Other foundations by Maybelline offer a combination of matte, natural, luminous and maneuver finishes (Maybelline LLC.). Maybelline sells to the mass market and has major competitors such as Revlon, Covergirl and Avon pitted against it in this segment. As far as Avon is conc erned, it has global representation in approximately more than 100 countries and is also headquartered in New York (Avon Products Inc.). Avons internal strengths are that it has a strong business model that allows it to differentiate itself against competitors. It also had been doing fairly well and has had a steady increase in revenue throughout history. However, the primary weakness is that the company has been facing declining operations in the North American region, originally as it has not been able to pace up with fast changing customer trends in this region.