BBA E Semester 5: Maybelline Cosmetics Sales & Distribution Report

This report analyzes the sales and distribution management strategies of Maybelline Cosmetics, focusing on prospecting methodologies and the sales process. It examines various prospecting techniques, including data collection from previous sales, email trackers, influencer booklets, and social media prospecting, with a critical analysis of their effectiveness. The report then details the sales process, from pre-approach to closing and follow-up, including both online and offline sales strategies. It emphasizes the importance of pre-approach, approach and presentation, overcoming objections, and post-sales follow-up in building customer relationships and brand loyalty. The report highlights the use of personalized approaches, product differentiation, and modern tools to enhance the sales experience and drive profitability within the competitive cosmetics industry.

SALES AND DISTRIBUTION MANAGEMNT
CIA 1 COMPONENT 1
PROSPECTING METHODOLOGY AND SALES PROCESS OF
MAYBELLINE COSMETICS
DONE BY
SHREYA RUNGTA
1820551 5 BBA E

PRODUCT LINE : Consumer non-durables
BRAND : Maybelline New York cosmetics
Cosmetics comes under the health and beauty products category. This industry is heterogenous in nature
with intense competition. Companies in this industry come up with various innovations and developments
in its product categories. The cut-throat competition , forces the industry player to keep on their toes.
Since sales generates 95% of the company’s profit, they adapt to innovative strategies in terms of sales
prospecting and sales process.
METHODOLOGIES OF PROSPECTING :
Data collection for identifying the prospects
1. Details from previous sales :
We can collect information from people who have purchased our products directly from stores , official
websites or e-commerce sellers. Customer interaction with ,sales executives in offline shopping can be
used as a medium to collect data . Through this interaction the sales executive must be able to identify the
relevant information from the buyer regarding cosmetics. Such information must be about the customer’s
personal choices on cosmetics, the frequency of purchase, current brand they use, the pros and cons they
face with a product , budget for cosmetics etc. Same details can be collected with the help of forms for
online shopping, during the time of checkout. Such data can be collected in form of survey’s
2. Email trackers :
Sales executives can send mails regarding new product, new variant launches, offers etc to general public.
By using email trackers , we will be able to check on people who have opened the mail and have spent
time on reading it. It helps us find the ‘suspect’ who shows interest about the product. If we have found
the appropriate suspect we an approach them through mail, personalized advertisements and other
channels which comes under the sales process. Several tools of google can be used to pitch to our
potential customers.
3. Influencer booklets :

While we promote our products via influencers, we can attach forms and survey link to posts and videos
shared by the influencers. With the help of the survey links and forms we must collect information
regarding individual’s ethnicity, hair and eye colors, eye shape, skin conditions, and other
qualities regarding cosmetics. To the people who have filled the questionnaire we can send personalised
booklets, stating the various advantages of the product and educate consumers about choosing and using
cosmetics, and recommend which Maybelline products best suit them, based upon their physical
characteristics and makeup personality.
4. Social media prospecting:
We can use advertisements on social media platforms such as Instagram sponsored ads, youtube
advertisement , google ads, pop ups etc. we can attach short surveys in the beginning of video son
multimedia platforms such as youtube , Mx player etc. Through this we will be able to check the number
of people viewing the advertisements and the ones skipping it. This will give us a clear-cut view of people
who are interested in the product. This can be done several times to filter out the different categories of
prospects. Further the categories can be classified as highly interested, least interested and neutral
Critical analysis on prospecting methods :
A. These four methods can be considered as the most efficient ways of identifying the prospects.
Influencer booklet technique has been in use for almost a decade now and has worked wonders for
Mayabelline. By including using modern day technical tools we will be able to collect data by
monitoring and communicating with our users .
B. Generally after collecting data to identify prospects it becomes mandatory for the sales executive
to meet them in order to get additional information , but by using the above mentioned technique ,
sales personnel need not meet the prospect separately to filter out the actual prospects, since we
collect all the required info via our survey. Delivering personalized booklets and customer
interaction with sales executive in offline sales enhances the process of data collection. So , by
following the above steps , we can minimize the effort that must go into the third stage of
prospecting.
C. The ideal product differentiation as per the buyers requirement is also accomplished in the above
process. We provide personalized booklets to people according to their skin conditions, regularity
of usage, buying power , who have shown interest on our products. capability, While we
personalize the cosmetics for users, it covers 95% of their requirements. So the fourth step in the
prospecting process is also achieved using our methods.

D. We were able to figure out the Key characteristics that identify profitable accounts are assembled
into descriptions of the various classes of customers, and these prospect definitions can be found
out using our techniques
SALES PROCESS AND CRITICAL ANALYSIS
Pre approach :
We can classify our sales as offline and online sales. In term of online sales, we must understand the
needs and priorities of the prospect, by thoroughly researching our prospecting method. After finding the
right product for our prospect we must determine the right place for suggestions list, prepare mails
focusing on the product they are interested on, place google ads for the same product on their search
engines, games, etc. all this will be prepared in an enticing way so that it grabs the prospects attention as
soon as the message pops up. Product location on e-commerce websites, hashtags used for it, and key
words for searching the products on shopping sites must be prepared before hand. In terms offline sales
the sales representative must prepare impressive sales pitch to each customer as per their preferences.
Product arrangement and alignment in stores must be preplanned.
Critical analysis:
Pre approach plays a very crucial role in sales, if the pre approach is in place 50% of the sales is done.
The product alignment in offline shopping and the preparation of the sales pitch is a very important
component of sales. Determining the various components of online sales before hand , ensures a struggle
free selling experience. Keeping in touch with the our prospects with warm messages and notifications
creates an invisible bond between us and the prospects.
Approach and presentation :
This step is mainly focused on offline sales. A positive environment must be created during approach, the
sales executive must do this by smiling , wishing them a good day. Etc. We must display warm gestures
and an open body language to show ourselves very kind and approachable. The sales executive must
collect information by initiating a conversation. The executive must listen politely to all the information
given by the prospect. And deliver the prepared sales pitch according to the prospect’s product
requirement. The sales executive must insist on the problem the prospect faces and not to selling the
product. By pressing the pain point of the prospect, the executive indirectly mentions how crucial it is to
get out of the pressing issue. While the executive talk about the problem , he/she must add points on how
our product would help them get out of their unpleasant or uneasy situation . On offline sales the Sales

pitches must consist of messages that are warm and attractive. Selection of right words play a very
important role. The design of website, product photography , attractive fonts are very important in online
presentation. The colors must be eye catch and not dandy
Critical analysis:
A wrong approach can cost us all the effort went in till now. So the approach must be in a very attractive
and kind manner. The prospect must be willing to take the conversation forward without any hesitation.
Salesperson’s likable appearance, confident voice, and sincere desire to help the client are also the keys to
establishing the contact. If presentation is not done properly, the customer might lose interest in the
conversation itself . So understanding the problems faced by the customer and giving a 100% solution to
it with the help of our product will be very convincing to our customer . a good presentation will create
good impact on the brand and the executive. Even if the customer does not buy the product at that
moment, there are high chances of he/she to buy the product later because of the presentation and
approach
Overcoming objections:
In this step we will be able to understand the pain points of the prospects better. Their objections help us
to shortlist the right product for them. we can use several sales techniques like cross selling ( suggesting
additional products to cater to their issues ) collective selling ( selling a whole package or a combo of
multiple items ) . We can suggest products with different compositions as well ,like less chemicals, vegan
cosmetics, Sulphur free cosmetics etc. Argument must never be an option to deal with objections! Over
coming objections is quite impossible, but this can be achieved by explaining the various benefits of the
product in product description.
Critical analysis :
Objections come up in all forms of selling . but understanding the objections gives rise to better
opportunities. It helps us jump a hurdle and makes us go an extra mile on selling the right product. the
focus must be on the main benefits of the product
Closing and follow up :
Closing the deal happens when the customer is satisfied with the product and is willing to buy the
product. At this moment the executive can try to push other supplementary products to the customer. Like
a conditioner and a damage protect cream along with a shampoo. Also while closing up we must talk
about the added benefits and post purchase benefits of the product. This will create trust on the brand.

Executives can guide the customer till the billing counter and help with the post purchase details. Follow
up can be done when the customer visits the store again. Sharing helpline number for immediate
responses will also be beneficial. Executive can also make follow up calls regarding their product
satisfactions. Mails can also be sent frequently to follow up on the customer. In terms on online sales the
follow up can be done in terms of notifications and greetings messages. We can enquire about their
satisfaction by using product rating scale.
Critical analysis :
A good relationship, post-sales ensures brand loyalty and customer satisfaction. In creates a bond between
the buyer and the seller . Follow ups will encourage customers to buy our products repeatedly .most
importantly it leads to referrals . word of mouth is very important to a brand . all this creates a goodwill to
the company