Principles of Marketing in Maybelline Company

This report explores the application of principles of marketing in the Maybelline company, including the use of PESTLE analysis and Ansoff's matrix. It discusses the existing brand and its value, target market analysis, and the development of new products and competitor analysis.

Principles of marketing

EXECUTIVE SUMMARY
In this report principles of marketing are applicable in the maybelline company. Which
help in understanding and increase the deep knowledge of the company for the growth of
revenue and market share. Maybelline is the company which are supplying products in the
cosmetic industry. By launching a new products in the market, maybelline try to increase there
market share and try to collect the information from the competitors within the market. Here the
pestle and ansoff's matrix are used to evaluate the study of the marketing principles.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
METHODOLOGY..........................................................................................................................4
FINDINGS.......................................................................................................................................4
Existing brand and its brand value..............................................................................................4
Detail view of target market........................................................................................................5
Analysis of the new market.........................................................................................................5
Explanation for development of the new products and competitor analysis..............................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Maybelline is the American company which is providing cosmetic and beauty care
products fro their customers. It started its operations in 1914 in Chicago, New York. This report
is basically presented for the extension of the business operations units in the market. This report
provide a way to the company in regards to make a new market strategies for the business
industry (Rishi and Bandyopadhyay, 2017). In this report a methodology is evaluated which help
in getting a proper research which are make with the actual data by using the primary and
secondary research. The competitors and product evaluation is completed for the companies
growth.
METHODOLOGY
Research methodology is the process of a systematic evaluation which help in conducting
the research in regards to the products of the company. In order to make the long run view of the
maybelline, the new brand and market extension is in process. For implementing that planning a
proper research is undertaken. Quantitative data is less chosen as compare to the qualitative data
of the market. Primary data is chosen on the basis of market demand, share, size and the
prevailing competitors in the market. With the help of pestle analysis secondary research is
conducting for the growth of the new products.
FINDINGS
Existing brand and its brand value
Brand is the name, symbol, design or any other feature which is identifies the seller's
good and services which make a distinctive nature with the others sellers. Brand extension means
making a good marketing strategies in the same company with different products (Shkurupskaya
and Litovchenko, 2016). Maybelline is the brand which is popular in the context of beauty and
make-up products. In order to make the identity prism given by David Greenberg which help to
identity the brand identity of the company.
Physiques: The image of the brand which is make in front of the customers, for the
company' products. Maybelline is the company which is popular for the mascara, eyeliner and
the other make-up items.

Personality: The expression of the brand, in term of design and copyrights of the
company's products come in the segment of personality. Maybelline make the high cost brand
quality products which are used by high income customers.
Relationship: the existing brand and customers relation show the company's relationship
in the market. In the terms where maybelline complete the demand of the customers are come
under this segment (Finch, Horan and Reid, 2015). Maybelline make the strong relationship with
their loyal customers and make them happy in every situations.
Culture: The behaviour of the brand and their culture are comes in the culture of the
company. Maybelline is the products which are used to develop the demand of the customers.
Reflection: It is the stereotypical appearance of the products which create the image of
the products in the mind of customers (Ndubisi And et.al., 2016). Maybelline create the image in
make-up industry and enhance their production by using varieties of products.
Self-image: The image of the products which are make by the company in the market.
Maybelline make their image in front of customers like young and energetic women which
provide a new look.
Detail view of target market
Target market is the step where a company make the segment in order to increase the
market share, and make more loyal customers for the new products. STP is used for conducting
a market research on the basis of target marketing.
Segmentation: It is the process where the demographic, geographic an behavioural
markets which are helpful for the company. Like maybelline make a market for men, women and
children.
Targeting: maybelline targeted the women who are professional nature and wants to
make a change in their look (Hughes, 2018). They targeted for the 15 to 50 years age group
women.
Positioning: The way in which product is defined with their characteristic and their
features are comes under the positioning segment.
Analysis of the new market
Pestle and ansoff's matrix are used for the analysis of the market in order to make the
company's new products.

Political factors: Government Policies like taxes, labour issues and government stability
affect the decision of the maybelline product line and its expansion.
Economic factors: In the countries there are inflation rate, business cycle, and many more
factors are there which are affect the maybelline production line (Angulo-Ruiz, Pergelova and
Cheben, 2016).
Social and environmental factors: The trust of people, increase in the brand value,
decrease in the environment pollution or companies carbon footprint.
Legal and technological factors: new way to develop the products, legal factors for skin
care factors must be used in consideration which is affect the companies nature.
Ansoff's matrix:
maybelline use the diversification market for introducing there new products in the new
new market area for the lower income people.
Explanation for development of the new products and competitor analysis
Maybelline is the company which is providing the different varieties of the skin and
beauty care products, fragrance products. Now they want to expand their new market in the new
market for the company. They try in different production line which are hand bags for the
women. And they have their main concentration on the development of the products quality and
satisfy the customers need with their new product market (Lochrie, 2016).
At the same time they have to keep updated with their competitors, which are lakme, elle,
and shambor. And when maybelline comes in new production line they have to face competition
with channel, Gucci, versace. So in order to get the achievement they have to make the different
and unique statregies.

CONCLUSION
From the above report it is concluded that, maybelline is the biggest MNC in the market
of the fashion industry. They provide their products to the different age, gender and income
group people. There are various products which are already popular in the market and demanded
by the customer. Their main supplying products are eyeliner, Fit me foundation, and mascara. In
order to stretching the market share they took a step in new production line, in order to make the
more strength and create the opportunities of the company. They examine the share and factors
which affect the company by completing the pestle and ansoff matrix, comparative analysis and
and explanation of the new product in order to get the success.

REFERENCES
Books and Journals
Angulo-Ruiz, F., Pergelova, A. and Cheben, J., 2016. The relevance of marketing activities for
higher education institutions. In International marketing of higher education (pp. 13-
45). Palgrave Macmillan, New York.
Finch, J., Horan, C. and Reid, E., 2015. The performativity of sustainability: making a conduit a
marketing device. Journal of Marketing Management. 31(1-2). pp.167-192.
Hughes, A., 2018. Market Driven Political Advertising: Social, Digital and Mobile Marketing.
Springer.
Lochrie, S., 2016. Engaging and marketing to stakeholders in World Heritage Site management:
a United Kingdom multiple case study perspective. Journal of Marketing Management.
32(15-16), pp.1392-1418.
Ndubisi, N.O. And et.al., 2016. Long‐term oriented marketing relationships and ethical conduct
in outsourcing sector. Psychology & Marketing. 33(5). pp.372-388.
Rishi, B. and Bandyopadhyay, S. eds., 2017. Contemporary issues in social media marketing.
Routledge.
Shkurupskaya, I.O. and Litovchenko, I.L., 2016. The development of marketing communications
under the influence of the Industry 4.0. Industry 4.0. 1(2). pp.103-106.