Marketing Strategy of Maybelline

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fit me foundation’. It is a foundation created with a slight touch of SPF. It is suitable for all skin types from dry to oily. It features exclusive formula with micro-powders which prevents shine and it also firms out the pores. Hence, it leaves a natural, flawless finish. It is dermatologist tested and anti allergic. It’s very appealing to the customers as they make eye catching packages. It is suitable for all seasons.

2. Promotion- Promotion plays a vital role in marketing mix. It gives awareness about the product. Public relation, publicity, advertising, etc. fall under promotion. Promotion mix helps in brand positioning. Maybelline uses TV and outdoor advertising, print, public relations, digital marketing, point of sale merchandising plus displays and tasters, coupons, etc. to persuade the customers.

Maybelline can be seen promoting its New York image globally. This image has a positive effect in the 70 countries where it exports its products. As we know that social medias are the least expensive marketing method and Maybelline has utilized it very well. It has been experimenting a lot in social medias. Maybelline often conducts digital campaigns. It even conducts polls, competition, giveaways, etc. One of the example of Maybelline’s digital campaign is “Pink Monday photo contest”

3. Price- The monetary value that a customer should pay while buying a product is price. Pricing has a great impact on the buying behavior of a customer. One of the reasons of Maybelline’s success is because of its price. It’s pricing ranges in between the cheaper ones and the premium ones which are very witty because it still meets the premium brand’s quality. Maybelline fit me foundation is priced $6 which is very affordable in comparison with other brands. Maybelline also provides discounts through coupons which will be given in magazines, newspapers, etc.

4. Place- It consists of storing and marketing channels that the company uses to distribute its products to the target customers. It is all about distributing the right product to the right place at right time. Approximately, over one thousand stores in the world contain Maybelline’s product. It further provides online service. It has a very broad distribution channel which exports the products to approximately over seventy countries.

Conclusion

Marketing mix is done to persuade the existing as well as customers in the target market. It is the inevitable element of a business. A company can change the set of controllable variables in marketing mix according to its needs and requirements. As any other company, Maybelline’s marketing mix consists of four variables: product, price, place, and promotion. Maybelline can be seen promoting its New York image globally. One of the reasons of Maybelline’s success is because of its price. It’s pricing ranges in between the cheaper ones and the premium ones. Maybelline has a very broad distribution channel which exports the products to approximately over seventy countries. So, a firm can really stand out and make a distinct image from its competitors because of marketing mix.

References

Armstrong, G & Kotler, P (2013). Marketing: An Introduction. One Lake Street, Upper Saddle River: Pearson.

Maybelline New York. (n.d). In company profile. Retrieved from http://maybelline.com/inner.php?title=company-profile

Bhasin, H. (2017, January 19). Marketing Mix of Maybelline. Retrieved from: http://www.marketing91.com/marketing-mix-maybelline/

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