Entrepreneurial Opportunity

This report discusses the entrepreneurial opportunity for Maybelline with their innovative cream CARPATHIA, including target segment benefits and attractiveness.

Entrepreneurial Opportunity

Table of Contents
INTRODUCTION...........................................................................................................................1
Target segments benefits and attractiveness....................................................................................1
SUMMARY.....................................................................................................................................5
.........................................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Entrepreneurial opportunities is defined as in those particular conditions where product of
the firm can be sold at higher price than their cost of production in open market place. Here,
entrepreneurs gain huge profit from their customers. For this report Maybelline is undertaken.
Thomas Lyle Williams was the founder of the firm which is suited in New York, United States.
Organization is coming up with innovative cream which is CARPATHIA for both men and
women consumption. This report is based on target segment benefits and attractiveness that
includes brief expatiation of geographic, demographic, psycho-graphic and behavioural. Overall
summary of the report is explained in order to better understand the report for productive results.
Overview of the company:
Maybelline is offering more than two hundred products in around one hundred twenty
nine countries. This cosmetic brand is number one across the nation and are serving high quality
goods to their customers. Firm uses advanced formulas with on-trend expertise so as to make
accessible beauty product.
Overview of the innovative cream (CARPATHIA):
In the cosmetic world “edelwesiss plant” is less used while manufacturing the beauty
products for the customers. Maybelline in their innovative CARPATHIA cream has used this
plant as in the ancient time it used in the cosmetic product. Anti-ageing, Ultraviolet radiation
(UV) protection, Inflammatoryi and Celule stem are some of the additional properties in the
cream. This cream is beneficial for both men and women in their day to day life.
Target segments benefits and attractiveness.
Maybelline is studying geographic, demographic, psycho-graphic and behavioural in
order to make the CARPATHIA cream on the tip of the customers. The edelwesiss plant and
other additional properties are used in this cream which is suitable for both male and female in
their day to day life style. Target segments covers certain points which are explained as under:
Geographic: Maybelline is promoting the innovative cream (CARPATHIA) on both the
platforms that is online and offline. This cream is prepared by using edelwesiss plant which was
used in the cosmetic in earlier times but now advanced formula are used to prepare skincare
goods in intense market. United Kingdom population is widely using cosmetic product in their
day to day living style. Women age group of 18 to 34 are mostly using cosmetic and other other
1

skincare products. This industry is serving employment to million of people and it's worth
income is £17 billion. So launching this CARPATHIA cream prepared with the help of
edelwesiss plant and including other properties such as, anti-ageing, Ultraviolet radiation (UV)
protection, Inflammatoryi, Celule stem will aid Maybelline to capture huge market ratio. By
using digital marketing tool this innovative cream can be commercialized to both section men
and women (Lerner and Dimov, 2018). As environment is getting polluted gradually this cream
will be effective for both male and female as it will protect them from UV rays too.
Illustration 1: Percentage of cosmetic products purchased online. 2019
From the above graph it can be concluded that due to increase in the usage of internet
number of people who order cosmetic products online are also increasing. Many people use
internet so as to research about the cosmetic products. Also use of Facebook and Instagram has
also increased the demand of cosmetic products and has increased the importance of social media
platform in selling the company products.
Demographic: Today's generation is more conscious about skin and beauty so
CARPATHIA cream prepared with the help of edelwesiss plant will turn out to be effective for
them. This cream is prepared by plant present in the environment so the cost of production
incurred is less as compare to cosmetics manufactured with the help of advanced formula. People
2

with moderate income level will be abler to purchase the cream. The additional properties like,
Anti-ageing, Ultraviolet radiation (UV) protection, Inflammatoryi and Celule stem are suitable
for skin of both men and women. All the section of the section will be able to purchase in order
to glam up their skin as well as to protect it from harmful UV rays (Rezazadeh and Nobari,
2018). Age, annual income, marital status, gender, race, occupation etc. are some of the
examples of demographic By this the main motive of the Maybelline to provide beauty products
at reasonable rate to both and men and women will can be full-filled easily. The company is
targets its product towards both the housewives and job-going females of UK with main focus on
the younger section of the society mainly belonging to the age group of 25-45 years who are
more conscious about their looks.
Psycho-graphic: Why they buy is discussed by illustrated by Psycho-graphic. Habits,
Hobbies and spending habits and values are stated in psycho-graphic. It pals a significant role in
customers purchasing pattern. Client having high disposable income purchase the cosmetic
product despite of high prices as they are more conscious regarding their skincare and beauty.
While, people with moderate income level is more focusing on meeting day to day need instead
of beauty products especially men. So Maybelline is coming up with innovative cream in which
all the essential properties are included which are beneficial to the skin of both male and female
in the scoring heat and polluted environment (Hanohov and Baldacchino, 2018). Cream having
this features will be able to attract large section of men and women to use the good in their day to
day life. By this high standard will be set by the organization for their rivalry in cut throat
competitive world. Also, positive image is build in the eyes of the customers regarding the brand.
The company thus focus on improving the habits of customers which is related to skincare in
which they use a lot of creams and products which contain synthetic chemicals and damage their
skin.
Behavioural: Consumers behaviour pays a vital role while purchasing the beauty
product. Client prefer to buy those creams which are less of chemicals and ingredients included
are natural as well as does not harm their skin as they are sensitive in nature. By analysing
market Maybelline is coming up with CARPATHIA which is prepared with the help of
edelwesiss plant and is suitable for both men and women consumption in their day to day life.
The additional properties which are found in this cream does not harm the sensitive skin. The
reasonable price and natural ingredients involved in the cream will be able to attract large section
3

of both male and female and will push them to use in their lifestyle (Sung and Park, 2018). This
particular cream will able to stimuli customers to purchase their cream and change their
behavioural regarding buying cream from the market. The company will sell its products both
offline and online so that customers can buy them from wherever it is convenient for them. As
the cream contains natural ingredients it can be purchased by the customers as and when they
want because it will have no side effects on the skins of people.
SUMMARY
From the above report it can be concluded that CARPATHIA cream will be able to
attract large section of male and female customers as it chemical free cream. Along with this as it
is prepared by edelwesiss plant which is easily available in the surrounding reduces the cost of
production due to which every section of the customers can easily purchase it and can glam up
their skin. The additional properties like, Inflammatoryi and Celule stem, anti-ageing and
Ultraviolet radiation (UV) protection will push targeted customers towards the cream. By this
sales ratio of the cream will raise and huge revenue is generated as compare to competitors
which is a positive mark for the company. Target segment benefits and attractiveness includes
brief expatiation of geographic, demographic, psycho-graphic and behavioural so that business
associates gets a rough idea how to attract and commercialize the cream in the open market
place.
4

REFERENCES
Books and Journals
Hanohov, R. and Baldacchino, L., 2018. Opportunity recognition in sustainable entrepreneurship:
an exploratory study. International Journal of Entrepreneurial Behavior & Research.
24(2). pp.333-358.
Lerner, D. A., Hunt, R. A. and Dimov, D., 2018. Action! Moving beyond the intendedly-rational
logics of entrepreneurship. Journal of Business Venturing. 33(1). pp.52-69.
Rezazadeh, A. and Nobari, N., 2018. Antecedents and consequences of cooperative
entrepreneurship: A conceptual model and empirical investigation. International
Entrepreneurship and Management Journal. 14(2).pp.479-507.
Sung, C. and Park, J., 2018. Sustainability Orientation and Entrepreneurship Orientation: Is
There a Tradeoff Relationship between Them?. Sustainability.10(2). p.379.
Online:
About company. 2018. [online] Available through; <https://www.maybelline.co.uk/about-
maybelline>.
Percentage of cosmetic products purchased online. 2019. [online] Available through;
<https://www.statista.com/statistics/291512/shoppers-buying-behaviour-beauty-products-
in-the-united-kingdom-uk/>.
5