University Business School: Maybelline Communication Management Report

This report provides an overview of Maybelline New York's communication management. It examines the various communication channels employed by the company, including informal, interactive, mass, and lateral communication methods. The report analyzes the effectiveness of these strategies in attracting customers. Furthermore, it delves into Maybelline's communication with stakeholders, focusing on oral and electronic media. The report concludes with recommendations for enhancing customer engagement and store appeal, incorporating loyalty programs. It references key sources to support its analysis and findings, offering a comprehensive understanding of Maybelline's communication practices.

Maybelline
communication
management

OVERVIEW OF THE COMPAY
 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 created by a 19 year old
named Thomas Lyle Williams in 1915. Maybelline provides
cosmetic products as well as make-up accessories like
removers, tools and brushes (Ramil, 2015).
 It is one of the mass market brands that sell its products
through the drug store, supermarkets and other market
retailers(Fatima and Lodhi, 2015)

Communication channels used by
Maybelline
The communication channels that Maybelline uses in order attract
the customers are:
 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 (Yuan, Setlock,
Cos ley, and Fussell, 2013)
 Interactive communication:: This is basically a two method
process which includes meetings, conferences and discussions
(Fay and Kline, 2011).

 Mass communication: it is a different view of its
scale. It has its focus for large mass of people. It
includes public speaking, magazines,
newspapers, journals, radio, television and social
media. It is a special area of study (Fay, 2011)
 Lateral communication: it is not upward or
downward. It works out in a horizontal manner
and it also takes place among equals and peer
level. This is also known as peer level
communication. (Fitriyah, 2017).

Communication channels a success
or failure.
 All these communication strategies have been
very useful for Maybelline as they use all these
forms of communication in an effective manner
 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.

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: it is related to face to face
communication. Helps in making direct point to
the customers
 Electronic media: social media, videos , emails
and other ways are used in this form of
communication (Becker, Edwards, and Massey,
2010)

Recommendation
There are 2 recommendations for the company in
order to make attract more customers to
Maybelline which are:
 Making the store appealing:
 Using the loyalty programs:

Conclusion
 Maybelline New York is an American brand which deals in
cosmetics and it markets its products in the whole world.
 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.

Refrences
 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., Cos ley, 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.