Maybelline New York: Brand Extension Strategy and Report

This report provides a comprehensive analysis of Maybelline LLC's proposed brand extension into the deodorant market. It begins with an introduction to the brand and its existing values, followed by a detailed background of Maybelline and its current market position. The report outlines the proposed brand extension, focusing on Maybelline Deodorants for women, and identifies the target market as young, fashion-conscious individuals. It then delves into key market trends and conducts a PESTEL analysis to assess the political, economic, social, technological, environmental, and legal factors influencing the brand extension. A comparative analysis of Maybelline's proposed extension against key competitors, such as Avon, is presented, highlighting value propositions, target audiences, and product ranges. The report also includes a visual image of the brand extension and concludes with a summary of findings and references to supporting literature.

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