Maybelline - Marketing Project


Introduction. Analysis of the Environment/Sector. Pestle analysis. Porter’s 5 Forces. Analysis of the clients/customers. Analysis of the competitor’s. Market share. Competitive analysis. Competitive positions. Internal Analysis. Human resources. Informational resources. Financial resources. Supply resources. Swot analysis. Strengths. Weaknesses. Opportunities. Threats. Bcg matrix. Segmentation, targeting, positioning. Segmentation. Targeting. Positioning. Marketing Mix. Managerial Recommendations. Conclusion. Bibliography. Appendix.


The beauty industry caters everyone and anyone, whether you are a male or female, whether you are in the spotlight or not, it provides products and services that enable us to look “good”. The purpose of makeup is to enhance our look and make us attractive and beautiful, therefore make up plays a huge role in our lives. Due to which we decided to focus on Maybelline as it is the number one global cosmetics brand. It is owned by L’Oréal started off as a small, family owned business in 1915 and now exists in over 129 countries worldwide, empowering women in order to make a statement, letting them be creative and flaunt their features meanwhile encouraging individuality and confidence.

Offering over 200 products, Maybelline worked throughout the years to reach where it is now. Maybelline was established by Thomas Williams, a chemist living in Chicago. At first it was only focused on eye make-up but after it was acquired by L’Oréal in 1996, it created a diversified range of products through innovations in order to target all types of consumers and not just a specific group of people with specific needs. The products have technologically advanced formulas with on-trend expertise, creating accessible and affordable cosmetics with a feisty style. Maybelline is known for selling to retailers as it doesn’t sell directly to consumers.

In the project we will be presenting our findings on the External, Internal, Clients and Competitor’s Analysis. We will also cover the STP process (Segmentation, Targeting, Positioning) and the marketing mix. Based on all of our findings we will conclude with our managerial recommendations and conclusion.

There are rules to respect to do business in its country and others countries, and the other companies have the same rules. Moreover, there are government policies that state that the cosmetics produced should be safe and they shouldn’t harm humans.

In this paragraph we have considered how Maybelline is using the Economic factors. The first is surely how Maybelline has replied to the economic crisis. We thought that the contraction of sales could be a threat but it is used as an opportunity. The primary and luxury things have not suffered a lot, so Maybelline was able to sold its products at medium-low price, with a good quality, and take the market. The second thing that we thought which type of market Maybelline had. We believe that is a sector that is growing strongly, and this is a good thing, but it is also true that Maybelline has a lot of competitor, and so the market is fragmented and offer many niches that probably doesn’t matter at Maybelline, so we see this like a threat. Another opportunity could be the investment for eco lines. We thought that could be expensive and in the short term could bring some problem at cash flow, but in the long term it can improve the image of Maybelline. We believe that it is using this thing like an opportunity.

  • Marketing Courseworks
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  • 2018 m.
  • English
  • 40 pages (8823 words)
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  • Maybelline - Marketing Project
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Maybelline - Marketing Project. (October 4, 2018). https://documents.exchange/maybelline-marketing-project/ Reviewed on 23:19, January 27 2020
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