Principles of Marketing: Maybelline Brand Extension and Market Strategies

This report explores the principles of marketing and discusses the brand extension and market strategies of Maybelline. It includes an analysis of the existing brand and brand value, target market, and the introduction of new products. The report also covers the methodology used for research and the findings from the data analysis.

Principles of marketing

Executive summary
Following report is prepared to use the principles of the marketing and understand the
knowledge of the brand value of the maybelline. And show some strategies and research for
expanding their business in the market. By launching a new products within the company and
increase their market segment and know the competitors in the markets. With the help of Pestle
and Ansoff matrix this segment is completed.

Table of Contents
Executive summary..........................................................................................................................2
Introduction......................................................................................................................................4
Methodology....................................................................................................................................4
Findings............................................................................................................................................5
Existing brand and brand value..............................................................................................5
Target market..........................................................................................................................5
Analysis of the new market....................................................................................................6
Explanation of the new products............................................................................................7
Conclusions......................................................................................................................................7
References........................................................................................................................................9

Introduction
Maybelline, is an American multinational company which is majorly focused on the
beauty care products for their customers. This report is prepared for the extension of the business
and make the market strategy for the business industry of the maybelline (Chernev, 2020). The
main aim of this report is to develop the new product which help the company in the brand
extension. This report include the methodology which evaluate how the research is done and
what are the actual ways to collect the market data. Also analysis for new brand products and
competitors analysis of the company.
Methodology
Research methodology is the part of the systematic designing of the research task. New
brand research is undertaken with a long term view of maybelline, which is going to enter in the
market with the new market segment and new product for their valuable customers. More of the
data is qualitative rather than choosing the quantitative data. Primary data is chosen in the
reference of the market share, market data, market size, and also top know the chances of the
success in the comparison to the valuable competitors of the proposed product.
Primary data: It is the type of data which is collected by the researcher with the sources
of surveys, interview, experiments etc. It is generally collected from the different sources and
originally generate from the best of the resources.
Open ended questionnaire:
Q.1 What do you think is the main reason for your use of maybelline product??
Q.2 How frequently do you use maybelline products ?
Q.3 How many brands of bags have you used in past several months?
Q.4 For which purpose you usually use Maybelline products?
Q.5 Did you like maybelline bags if that available in market?
Data analysis: This questionnaire is conducted in between 100 people and in result shows
that 60% of the people say that they use Maybelline products. Furthermore 50% people said that
they would like to use Maybelline bags if they come in the market. They want to use the new
product which is comes from the Maybelline. They love to use their products but at the same
time the products are quite high as compare to others brand. So if the bags of the Maybelline
company comes with low price then the customer may be able to purchase the items.

Findings
Existing brand and brand value
Maybelline is the multinational American company majorly focus on the beauty, make-
up, and fragrance products. It produce cosmetics, skin care, fragrance, and personal care
products. Company is based in new york and founded in 1945, Chicago. Its headquarter was in
New york, United State (Kotabe and Helsen, 2020). To get the real identity of the company the
main key person of the company make the David Greenberg, designed a Brand identity prism.
Physique: Its a brand physical feature which is set in the mind of customers for the
company's products. The eyeliner, mascara and the make-up items are reflected whenever a
customer think for maybelline.
Personality: It is the expression of the brand in term of voice, design and copyright of the
products. And maybelline have the distinctive personality and because of high brand
ambassadors, and the typical sustainability of the products.
Relationship: In this the relationship between the brand and its customers are determined.
Which means the what the customers expect from the company will be completed by them and
satisfied the demand of the customers.
Culture: The brand image and behaviour of the company in the market. Maybelline
deliver their products in most of the countries, and complete the demand of the customers.
Reflection: It is the image which is make by the customers, and it also called the
stereotypical appearance by the customers (Samiee and Chirapanda, 2019). For avoid this the
new advertisement, and campaign are used by the company.
Self-Image: It is defined when a customer use a product and make that product a brand
image in the market. Maybelline make their image in the young and confident women and they
provide them a new look with all the beauty care products.
Target market
It is the segment which is used by the company to make the market segment in term to
increase the customers for the new products. Like maybelline make the all type of cosmetic and
skin care products in the market which is available for mostly premium class and economical
class customers. And they supply the products for women and men. The main target area of the
company are the one who love to shop barnded things either they are men or women. Most of the

time they try to concentrate on the youth of the UK so that they can increase their sales and
profits.
Segmentation; Segmentation is done for demographic, geographic, Psycho graphic and
behavioural area of market. Like maybelline make the products for men, women, in the all over
the world with the full supporting attitude.
Targeted: The main targeted area of maybelline are college girls, business women and
beauticians. It is based on the measurable, substantial, accessible values.
Positioning: Product positioning is the way to by which product is defined by the
customers. Long lasting, daily use, decent colours and with sustainable production are the factors
for this sector in maybelline.
Analysis of the new market
Pestle analysis and Ansoff's analysis is done for making the market evaluation of the
company's new product (Lane and Levy, 2019).
Political: Government policies like taxes, labour issues, HR policies are affected the
company and it also gives the main impact on the new product. The Political factors may get the
impact from the various factors. Those factors affect business sales volume of the company.
Economical: Inflation rate, Unemployment, Business cycle and many more issues like
this affect the maybelline production. The economical cost of the company rises because of the
uncertainties and economical issues.
Social: Trust of people, brand value help in implementing the good brand image in social
factors. These social factors affect when maybelline products are used by the customers when
Technological: The new and innovative idea in the production unit help the company to
work effectively.
Legal: Legal factors related to skin care, herbal and sustainable products and their
policies affect the company and their production line.
Environmental: reducing their footprints in the global market will give the major benefit
to the company.
Ansoff's Growth matrix:
Market penetration Strategy for growing sale in the existing market with existing
products like eyeliner and mascara etc. It is the concept which is
used by the various organisation in order to make the growth of the

company.
Diversification Strategy used for new product and new market area. This method is
used to increase the market share of the company.
Market development Use for increasing the sales for the existing products into new
markets (Khan, 2019). Like Maybelline use their products into the
new market like Australia.
Product development For the New product in the pre existing market like introducing bags
of maybelline in London. This will help the company to make new
and loyal customers which help the company to increase their sales.
Maybelline use the diversification market, for introducing new products BAGS, in the
new area of the markets. This product is new for the company but there are various competitors
and pre established market which make the burden to the company. And at the same time this
will make the stressful burden of the company. Maybelline products are already have a good
image in the market but to create the image for new product it is important to use the right
strategies for the company.
Explanation of the new products
Maybelline is the multinational company popular for their wide range of fashion industry
market. They decided to make the new product line in the Bags industry (Pu, Gong and Han,
2019). This product must be based on the new fashion and the lowest cost competitively other
competitors. The maybelline bag consists various new offers and opportunities for the customer
to use the new varieties in the bags. Maybelline bags provide a new look and follow the trendy
fashion in the market. As per the research, it is concluded that the bags are in demand of the most
of the women and men by the company. After this their main competitors are Chanel, Gucci and
Versace are the major competitor for the market of the new products.
Conclusions
Maybelline is the biggest MNC in the market of fashion industry and completed the
demand of every age, gender and group of people. There are many products of maybelline but
main focus is eyeline and mascara. They design their new product according to their strength and
weakness in the market. To invent the new products in the markets, it is important to make the

deep research and ansoff's growth model and environmental factors play an important role. To
know their target market, is important to analysis about their competitive advantage.

References
Books and Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Khan, R. H., 2019. Digital Marketing Practices by the Inpace Management Limited A hands-on
initiative for Integrated Marketing Approach.
Kotabe, M. M. and Helsen, K., 2020. Global marketing management. John Wiley & Sons.
Lane, K. and Levy, S. J., 2019. Marketing in the digital age: A moveable feast of information.
Marketing in a Digital World (Review of Marketing Research. 16. pp.13-33.
Pu, X., Gong, L. and Han, G., 2019. A feasible incentive contract between a manufacturer and
his fairness-sensitive retailer engaged in strategic marketing efforts. Journal of
Intelligent Manufacturing. 30(1). pp.193-206.
Samiee, S. and Chirapanda, S., 2019. International marketing strategy in emerging-market
exporting firms. Journal of International Marketing. 27(1). pp.20-37.