BAS22: Communication Analysis of Maybelline Company Report

This report provides a comprehensive analysis of Maybelline's communication management strategies. It begins with an overview of the company and its global presence, followed by an examination of the various communication channels employed, including informal, interactive, mass, and lateral communication methods. The report delves into Maybelline's communication with stakeholders, specifically oral and electronic media. Furthermore, it offers recommendations for enhancing customer engagement, such as making stores more appealing and implementing loyalty programs. The analysis draws upon relevant research to evaluate the effectiveness of Maybelline's communication approaches and provides a concluding summary of the key findings. The report includes references to cited sources.

MAYBELLINE COMUNICATION MANAGEMENT
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7/13/2019

MAYBELLINE COMMUNICATION MANAGEMENT 1
Contents
Overview of the company..........................................................................................................2
Communication channels used by Maybelline..........................................................................2
Informal communication:.......................................................................................................2
Interactive communication:....................................................................................................2
Mass communication:............................................................................................................3
Lateral communication:.........................................................................................................3
Communication with the stakeholders.......................................................................................4
Oral media:.............................................................................................................................4
Electronic media:...................................................................................................................4
Recommendation........................................................................................................................4
Making the stores appealing:.................................................................................................4
Use of loyalty programs:........................................................................................................5
Conclusion:................................................................................................................................5

MAYBELLINE COMMUNICATION MANAGEMENT 2
Overview of the company
Maybelline New York is an American brand which deals in cosmetics and it markets its
products in the whole world. The company was started or formed by a 19 year old named
Thomas Lyle Williams in 1915. It is now the number one global cosmetic brand and it is
available in 129 countries. It uses various technological formulas in order to create cosmetics
accessible with a cool, urban edge and spirited style. Apart from all this Maybelline is an
official sponsor of New York Mercedes-Benz fashion week. It was acquired by L’Oreal in
the year 1996. Maybelline provides cosmetic products as well as make-up accessories like
removers, tools and brushes. It is one of the mass market brands that sell its products through
the drug store, supermarkets and other market retailers (Yuan, Setlock, Cosley, and Fussell,
2013)
Communication channels used by Maybelline
Informal communication: this is a kind of communication that takes abode in a
formless way and there is an element of impulsiveness in this method of communication. It is
used more frequently in locations where there are no rigid hierarchical tiers. Maybelline uses
the informal ways of communication and those ways includes the following (Fay, and Kline,
2011).
Interactive communication: This is basically a two method process which includes
meetings, conferences and discussions. This is one of the most active ways of two-way
communication. It is mostly used when an organization wants to direct a message or a subject
of discussion at a length. There are many speakers who are involved in this and thus to
facilitate the effective flow of this communication a moderator is needed. Maybelline uses
this by emailing and asking the customers for feedback of the product. This way the company

MAYBELLINE COMMUNICATION MANAGEMENT 3
is able to communicate with the customers and the customers can also let the company know
about these products (Becker, Edwards, and Massey, 2010)
Mass communication: it is a characteristic view of its scale. It addresses for large mass
of people. It includes public speaking, magazines, newspapers, journals, radio, television and
social media. It is a special area of study. Each of these areas or stations calls for separate
skills. It is for a very well spread out and heterogeneous group of people and special efforts
are needed in order to withstand the attention and attain the preferred response. Maybelline
uses television and social media mainly in order to attract customers to the brand; it connects
very well with the customers through the use of these two modes of communication (Fay,
2011)
Lateral communication: it is not upward or downward. It works out in a horizontal way
and it also takes place among equals and viscount level. This is also known as peer level
communication. It takes place in an oral or written form one place to another. Maybelline
attract customers by connecting with bloggers and influencers as the target customers of
Maybelline connect better with the influencers. Maybelline engages with the top-ranking
bloggers by asking them to participate in product launch as well as product reviewing (Ramli,
2015).
All these communication strategies have been very useful for Maybelline as they use all
these forms of communication in an effective manner and they are able to attract more and
more customers. Maybelline is keeping base line of fans and also engage the customers by
building up excitements among them. They are working with lots of influencers and are also
gaining new audiences for the brand as well (Fatima, and Lodhi, 2015)

MAYBELLINE COMMUNICATION MANAGEMENT 4
Communication with the stakeholders
There are two form of communication that Maybelline have used in order to communicate
with the stake holders and those are:
Oral media: this is basically formed of face to face communication. It is also one of the
most mutual ways of business oral communication helps in making a direct point to the
audience or the customers as the customers can see the face and body language of a person.
Bloggers and influencers also come under this category.
Electronic media: this form of communication has become one of the most important
forms of business communication. This includes ways like- email, fax, and telephone, video
and social media. The advantages of these forms of communication are that the customers
get attracted or connected easily with the product and the brand. It is the best way to
communicate for a business which works globally. The result is that businesses can custom
this technology to broadcast messages and evidence to their stakeholders either live or
recorded (Fitriyah, 2017)
Recommendation:
There are 2 recommendations for the company in order to make attract more customers to
Maybelline which are:
Making the stores appealing: cosmetics are something which is all about beauty and
thus the counters should be reflective and should have a good feel to them. Maybelline should
keep a consultant at the store for makeover where the customers can discuss the issues and
make the product decisions. Thus everything should be places in a luxurious way. All these
things will make the customers visit again.

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Use of loyalty programs: A lot of companies have loyalty programs, which are used to
attract the customers. And the companies also offer incentives to have a good loyalty
program. Loyalty programs attract the customers the most. Special discounts should be given
to the regular and special customers as this helps in making positive word of mouth for the
company. Loyalty programs can help Maybelline to build good and important relationship
with the customers in the long run and also helps in increasing the clientele.
Conclusion:
Maybelline New York is an American brand which deals in cosmetics and it markets its
products in the whole world. Maybelline provides cosmetic products as well as make-up
accessories like removers, tools and brushes. It is one of the mass market brands that sell its
products through the drug store, supermarkets and other market retailers. Further the report
discussed the ways of communication that Maybelline uses which the informal way of
communication is such as interactive, mass and lateral communication. The report also
discusses the way in which the company communicate with the stakeholders. The two ways
are oral and electronic media and lastly there are 2 recommendations for the company which
are making the stores appealing and using loyalty programs.

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References
Becker, M., Edwards, S. and Massey, R.I., 2010. Toxic chemicals in toys and children’s
products: limitations of current responses and recommendations for government and industry.
Fatima, S. and Lodhi, S., 2015. Impact of Advertisement on Buying Behaviours of the
Consumers: Study of Cosmetic Industry in Karachi City. International journal of
management sciences and business research.
Fay, M. J., and Kline, S. L. (2011). Coworker relationships and informal communication in
high-intensity telecommuting. Journal of Applied Communication Research, 39(2), 144-163.
Fay, M.J., 2011. Informal communication of co-workers: a thematic analysis of
messages. Qualitative Research in Organizations and Management: An International
Journal, 6(3), pp.212-229.
Fitriyah, U., 2017. Language Functions in Maybelline Advertisements (Doctoral dissertation,
Thesis. State Islamic University Sunan Kalijaga).
Ramli, N.S., 2015. Immigrant entrepreneurs on the world's successful global brands in the
cosmetic industry. Procedia-Social and Behavioral Sciences, 195, pp.113-122.
Yuan, C.W., Setlock, L.D., Cosley, D. and Fussell, S.R., 2013, February. Understanding
informal communication in multilingual contexts. In Proceedings of the 2013 conference on
Computer supported cooperative work (pp. 909-922). ACM.