Brand Extension Strategy for Maybelline: Launching New Deodorants

This report discusses the brand extension strategy of Maybelline in launching new deodorants for women. It includes an analysis of the existing brand and brand values, the new market, the new product, competition, and concludes with the potential opportunities for Maybelline.

CW2 Group Task

Table of Contents
Executive summary ....................................................................................................................3
INTRODUCTION...........................................................................................................................4
Methodology ...................................................................................................................................4
Findings ...........................................................................................................................................5
Existing brand and brand values ................................................................................................5
Analysis of new market ..............................................................................................................5
Explanation of new product .......................................................................................................6
Competition ................................................................................................................................6
Conclusion ......................................................................................................................................7
Reference.........................................................................................................................................8

Executive summary
Brand extension is known as strategy for launching new product within market. The
present research is based upon launching a new product in new sector by a well known brand. In
the present report, Maybelline is launching new deodorants for women. For analysing the
behaviour of customers, questionnaire is used for knowing their preference towards this new
deodorant.

INTRODUCTION
Maybelline LLC is a brand of New York and this is a major American makeup brand
which is sold worldwide. This company was created by a young lady naming Thomas Lyle
Williams in the year 1915. The main aim of this report is to demonstrate information regarding
the new product developed by this company naming the “Maybelline deodorants”. The market
share of Maybelline is around 11%. This company has proven to be be one of the best cosmetic
selling products of the world.
Methodology
Research methodology is defined as the way by which investigator collects data for
making interpretations (Baek and King, 2015). The following research is conducted for analysing
the consumer behaviour towards new product launched by Maybelline i.e. Deodorants. A
primary research is conducted for knowing whether people are linking this new product or not.
Questionnaire is used for gathering information about customer's preference. Tester deodorants
are given to various people and a research is conducted for knowing their preferences. These
people applied this deodorant for a week. The questionnaire is given below -
Questions Frequency
Q1) Do you like the new deodorant of Maybelline?
a) Yes 7
b) No 3
Q2) Do you trust Maybelline brand?
a) Yes 8
b) No 2
Q3) Will you use this deodorant in future?
a) Agree 6
b) Disagree 4

Findings
Existing brand and brand values
Kapferer Brand identity Prism – The different phases of this prism are mentioned
below -
Brand Physique – This means that brand must have physique which includes qualities
and specifications. Maybelline is a well known brand and it is liked by all customers across the
world.
Brand personality – The brand must have a personality (Evangeline and Ragel, 2016).
The way in which brand speaks is most attractive about the product or service offered by the
brand. Maybelline is a brand that provide good quality cosmetic products. It is known for it's
high quality ingredients.
Brand culture - This means brand is having it's own culture. The brand culture plays an
important role in this prism. This is helpful in identifying brands.
Relationship - The building of relationship among customers and brand is also important
as it helps in enhancing market share of the company.
Reflection – The brand is customer reflection. Maybelline is a brand for teenage girls
and women of around 40 years.
Self image - Brand develops attitude towards certain brands and there is development of
some type of inner relationship.
Description of the target market – The target audience chosen for the new product –
Maybelline deodorants is millennials and this group includes customers of young age. This
product is specially made for young girls and women.
Analysis of new market
PESTEL analysis – The PESTEL analysis for the new product i.e. Deodorant of
Maybelline discussed in the presentation defined that there are two factors of PESTEL that
affects the legal and social factors (Uggla, 2015). The main problem faced while launching new
deodorant within the marketplace is legal factors. There are some regulations on making
deodorants which the company has to follow (Ferguson, Lau and Phau, 2016). As per the
government laws, Maybelline has to launch new deodorant in market. It is ensured that this
product must not harm environment. Moreover, the social factor that affects this new deodorant

is customer preference towards this deodorant. Every customer like different fragrance and
ambience. These deodorants are liked by some and disliked by others.
Ansoff matrix – According to this model, it is essential for strategic planning of a
business that revenues must grow by developing new products and services. The four different
strategies present within the Ansoff matrix are mentioned below -
Market penetration - According to this strategy, there is need of market share growth,
customer loyalty and customer value improvement (John, 2016). As per this factor, the company
has to provide the existing product to the already existing customers.
Market development - According to this step, a new product is launched in market and
the target audience are same.
Product and development – This step includes providing already existing products to the
new customers.
Diversification - This stage includes launching of new product to new target audience
(Lane and Fastoso, 2016). The main motive of this step is to launch new product to new target
audiences. Maybelline has used this strategy for launching new deodorant within market.
Explanation of new product
Tauber is known as the father of Brand extension. The brand extension research has
developed proprietary methods for identifying strategic brand extensions. There are different
brand extensions which have succeed because of strategic brand strategies. Reverse ideation is a
method for brand extension. The main goal for the brand extension is to find out the new
product, diversify into a new growth category and protect the current business from industry
outsiders which can extend brand into existing industry. There is great advantage to companies
if they did brand extension effectively (Moon and Sprott, 2016). This is an alternative for
acquisition or merger. Maybelline is a well known brand and it has opportunities within market
for grabbing a lot of customers by providing them new products and services (Pontes, Palmeira
and Jevons, 2017). The new deodorant offered by Mayeblline is specially made for young girls
and women and this is offered in four different fragrances.
Competition
From evaluating the two brands Maybelline and Avon, it is analysed that there are
various opportunities with Maybelline for attracting a lot of customers towards their new

deodorants (Sinapuelas, Wang and Bohlmann, 2015). This company provides products across
the world and products of this company are liked by a number of customers.
Conclusion
From the above discussion, it is concluded that Maybelline is a company which has good
brand image (Swaminathan, 2016). This has various opportunities within market. Different
customers will be attracted by the new product launched by this company. Brand extension will
help this company in increasing sales and revenue.

Reference
Books & Journals
Baek, T. H. and King, K. W., 2015. When comparative valence frame affects brand extension
evaluations: The moderating role of parent-extension fit. International Journal of
Advertising, 34(2), pp.382-401.
Evangeline, S. J. and Ragel, V. R., 2016. The role of consumer perceived fit in brand extension
acceptability. IUP Journal of Brand Management, 13(1), p.57.
Ferguson, G., Lau, K. C. and Phau, I., 2016. Brand personality as a direct cause of brand
extension success: does self-monitoring matter?. Journal of Consumer Marketing.
John, D. R., 2016. Customer-based strategic brand management: past progress and future
challenges. AMS review, 6(1-2), pp.17-22.
Lane, V. R. and Fastoso, F., 2016. The impact of repeated ad exposure on spillover from low fit
extensions to a global brand. International Marketing Review.
Moon, H. and Sprott, D. E., 2016. Ingredient branding for a luxury brand: The role of brand and
product fit. Journal of Business Research, 69(12), pp.5768-5774.
Pontes, N., Palmeira, M. and Jevons, C., 2017. Brand expertise and perceived consistency
reversals on vertical line extensions: The moderating role of extension
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Sinapuelas, I.C.S., Wang, H.M.D. and Bohlmann, J.D., 2015. The interplay of innovation, brand,
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Science, 43(5), pp.558-573.
Swaminathan, V., 2016. Branding in the digital era: new directions for research on customer-
based brand equity. AMS review, 6(1-2), pp.33-38.
Uggla, H., 2015. Aligning Brand Portfolio Strategy with Business Strategy. IUP Journal of
Brand Management, 12(3).