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MaLeNaPre case Study : 

MaLeNaPre case Study

The Perfume Market : 

The Perfume Market

The rise of cosmetics : 

The rise of cosmetics

The growth of mass fragrances : 

The growth of mass fragrances

Competitors : 

Competitors

Coty Inc. : 

Coty Inc.

Procter & Gamble : 

Procter & Gamble

SWOT Analysis Launching Maybelline NY first fragrance : 

SWOT Analysis Launching Maybelline NY first fragrance Strengths: Extensive, multiple, cleverly selected distribution channels Unique selling points on specialty stores Focus on female beauty/experience Wide range of products Quality in product’s components Owned by L’Oreal Global brand

SWOT Analysis… : 

SWOT Analysis… Weaknesses: Weak image in comparison to many competitors Operating in the mass market Weak brand name awareness Experience only in make-up products

SWOT Analysis… : 

SWOT Analysis… Opportunities: Existence of some gaps in the market Competitors ignore this section Technological advancements Extend its product line Focus on innovation enhancing competitiveness

SWOT Analysis… : 

SWOT Analysis… Threats: Success: imitation and reactive attack by competitors Failure: negative impact on the brand name Selective markets: bigger market shares Could distract from core business Economic crisis and its impact on consumer spending patterns can hurt the company

Consumer attitudes : 

Consumer attitudes Focus group: 10 women, aged 20-27 Include details of duration Conclusions: “The scent is everything” They like famous perfumes not affordable They like to try different scents Current perfume packages make them too big to carry

European Research : 

European Research Results from a research conducted in 2007 in Europe by Ipsos Sample:18000 women, aged 20-29 The majority wears fragrance every day 25% applies it more times during the day Tendency to use more “eau de perfume”/”eau de toilette” Popular: body milk/body cream, shower gel (same product line/range)

Maybelline’s first fragrance : 

Mass female fragrance Female ? based on existing knowledge Eau de toilette/parfum + body cream/lotion women: 20-29 Maybelline’s first fragrance Affordable price Good quality Practicality

Maybelline’s first fragrance : 

MAYBELLINE’s brand purpose is to give women unique, American type confidence to achieve their personal best…” Maybelline’s first fragrance

Maybelline’s first fragrance : 

SCENT Pungent-sharp odor, aldehydic Power, sexuality, feminity Self-confidence, independence Maybelline’s first fragrance “SUSTAINABLE” PACKAGE “Convertible” + portative

Maybelline’s first fragrance : 

Maybelline’s first fragrance PACKAGE

Maybelline’s first fragrance : 

Our Suggestions… Colour ? Price ?25-30 euros Distribution? selling points of cosmetics Maybelline’s first fragrance

Maybelline’s first fragrance : 

MAYBELLINE in 3 words: Accessibility ?all products together Innovation ?package + positioning New York ? Maybelline’s first fragrance young, independent women,always beautiful

Maybe she’s born with it…Maybe it’s Maybelline… : 

Maybe she’s born with it…Maybe it’s Maybelline… MaLeNa: Andritsou Eleni Chasioti Anna Tsekoura Maria Thank you…

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