Brand Extension for Maybelline: A Growth Strategy

This presentation highlights details about Maybelline as a brand, its existing brand values, growth strategy, proposed target market, and more.

Cover Content
Introduction
Background of the chosen brand
Existing brand values
Introduction of new product with reference to growth strategy the brand is
going to opt
Identification of proposed target market for new brand extension
Key trends and PESTEL
Comparative analysis of suggested brand extension along with key
competitors
Visual image of brand extension showing brand name along with details
about brand extension
Conclusion
References

Introduction
Brand is the identity of a product or service which is also a valuable asset
for the organisation. Business should make efforts to make a strong brand
position in the marketplace to remain competitive. This report is based on
Maybelline LLC which is branded as Maybelline New York. It has its
headquarters in New York City, United States. This presentation
highlights details about the chosen brand, existing brand value, growth
strategy, proposed target market and many more.

Background of the chosen brand
Maybelline is considering the proposal for brand extension by manufacturing
the Maybelline Deodorants for women. It is one of the most successful
companies in the stream of cosmetics products. The current information
provides that market share held by Maybelline is about 11% because of its
popularity. It sell its products in more than 129 countries in the world by
offering 200 different items. Furthermore, the current trends which are sold
by this company include eye make up, lipsticks and and creams.

Existing brand values
This company is successful in retaining its positions among
the young people who have always been its target
customers. It makes and sells premium quality products by
creating high values for its brands. In order to reach the
market share and target buyers, it has used the following
campaigns:

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Apart from this, it also has a website which is
http://www.maybelline.com/ which allows the customers and
other parties to have the specific details about the brand.
Furthermore, there are activities such as Maybelline has
sponsored Allure magazine, New York Fashion Week, and many
more events for promoting its products.

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Key trends and PESTEL
There are many new trends followed by young generation. However, for this
particular brand extension, the key trends that have been taken into account is
eco-friendly, cost-effective and alcohol free deodorants.
The PESTEL analysis for the new brand extension is as follows:
Political factors: This is about the interference of the government. The business
organisations in UK have full support from the government. Therefore, this
cannot be an issue.
Economic factors: These factors are reflected through inflation, interest,
currency exchange rate etc. Maybelline should consider the current currency
and inflation rate before finalising the price.

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Social factors: There is a strong need for such deodorants in order to
change the beliefs of aged people about perfumes, and deodorants.
Technological factors: The machineries that are going to be used are of
latest technology in order to avoid any delay and meet the standards for
making eco-friendly deodorants.
Environmental factors: This is the main reason for manufacturing such
deodorants as inclusion of alcohol and other harmful gases can destroy
the environment.

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Legal factors: There is always the requirement to meet the legal
provisions which are applicable on a company. Hence, this is also an
important factor for producing such deodorants.
On considering PESTEL, environmental factors such as use of gases
leading to harm to the environment. In addition to this, there are legal
issues which are related to the betterment of environment only.

Comparative analysis of suggested brand extension
along with key competitors
From the above analysis, it can be said that Maybelline has strong competition in this brand area as there
are many more competitors who are engaged in the same segment.
Comparative analysis
of Maybelline and
Avon for the new
brand extension is as
follows:
Value Proposition Trendy, innovative
and filled with energy
which empowers
women worldwide.
Modern, unique and
quality products to
the women striving
for beauty.
Audience Experimental,
creative, fashionistas
Modern urban,
fashion aware
individual
Range of authority Beauty and personal
care products such
as deodorants.
Beauty, household
and personal care
items.
Relationship Confident, stylish Self-expression,
superior taste

Visual image of brand extension showing brand
name along with details about brand extension
Brand extension can be beneficial for the companies in order
to survive in the market and fierce competition. Therefore, it
is necessary for a new product to be presented in an attractive
manner to persuade the target customers. The visual image of
the new brand extension is shown below:

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Furthermore, Maybelline is going to focus on the needs of
millennials women in order to provide them high satisfaction
with the product. There will be variety of fragrances to enable
the customers to choose from all the ranges. In addition to
this, company has proposed to keep the prices low. Also, it is
going to remove the high content of alcohol which is one of
the main element that contributed to lower demand of the
deodorants in the market.

CONCLUSION
From the above report, it has been concluded that brand
extension is significant for the success of a business be it new
or old. There are number of analysis which are conducted in
order to understand the current position of the market which
the company is targetting. Also, there should be an
appropriate strategy for the growth.

REFERENCES
Ahn, J., Park, J.K. and Hyun, H., 2018. Luxury product to service
brand extension and brand equity transfer. Journal of Retailing
and Consumer Services. 42. pp.22-28.
Heinrich, D., Sprott, D.E. and Albrecht, C.M., 2016. The Interplay
of Brand Attachment and Brand Extension Success. In
Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie
and Marketing? (pp. 545-546). Springer, Cham.
Watchravesringkan, K., Vogel, A. and Doraiswamy, D., 2019, July.
BRAND EXTENSION STRATEGIES: CONSUMER
EVALUATIONS OF BRAND CONCEPT AND BRAND
EQUITY. In 2019 Global Fashion Management Conference at
Paris (pp. 740-745).