UnderstandingMarketingandConsumerBehavior

1、creating the need for cosmetic productscosmetics are not easy products to sell because it is a product that no one really needs.it is important to understand the nature of the cosmetic products and also understand why women purchase cosmetics.why would women spend money on cosmeticsgirls and women a

2、re encouraged to love their bodies no matter what they look like.to look attractive and improve their beauty.to imitate top models and actresses.profile of revlonprofile of maybellinerevlon objective“in our factory, we make lipstick. in our advertising, we sell hope.” charles revsonrevlon cosmeticsr

3、evlon objectiveto become the worlds most dynamic leader in global beauty and skin care.to achieve consistent, profitable growth by transforming revlon from a multi-national to a global company.maybelline objective“may be she is born with it, may be it is maybellinemaybelline objectiveto become world

4、s number one color cosmetics line by increasing emphasis on technology, moving into new product categories and expanding into foreign markets.to differentiate its product from local and other competitors.low prices due to low cost of production.more product and color variety.strong market penetratio

5、nthe competitive advantagesmaybellinecompetitive advantagerevloncustomized make-up.proper selection of brand names007 film sponsorshipadvertisement strategyrevlon revlon has always used top models, and actresses in order to promote its products i.e. cindy crawford, selma hayek, and recently sponsore

6、d the 007 film” die another day” and launched a jinx line of its products which represents the character of halle berry in the film.advertisement strategymaybelline maybelline have created what is known as maybelline 5, who are 5 young girls aged between 15 and mid 20 selected each year in order to

7、promote maybelline products.identifying market segmentsmarket segmentation revlonbenefit segmentation to target and focus on the largest demographic groups within a market by showing lipsticks in various shades of red. this makes their ads appeal to the largest number of potential customers possible

8、market segmentation maybellinemaybelline target segment is 15-35 year old female at mass market.maybelline is a modern contemporary brand for all women and all races.different versions of products are produced foe each countryprice comparisonprice comparison024681012mascaranaileyelipeyeeyefaceeyelas

9、hmaybellinerevlonmarketing mixthe “four ps”revlon marketing mixproductthe right product for the target market.packaging of the product appeals to the customer.revlon marketing mixpricerevlons overall pricing strategy is to market to a wide range of consumers with its product at a range of retail pri

10、ces they can accept.their price strategy is consistent with the stage of the product life cycle the product is in. they offer discounts in the form of coupons as a term of sales for their product. they distribute coupons in weekly ads and in magazines.the promotional mixadvertisingpersonal sellingsa

11、les promotionspublic relationsrevlon marketing mixpromotionrevlons advertising strategy relied heavily upon high-profile celebrities such as selma hayek, shania twain, and melanie griffith. by late 2000, revlon chose to take a new direction. the company hired an outside advertising agency (kirshenba

12、um bond & partners).company launches new jinx line using halle berry from the die another day.consumers tests the product through free samples revlon marketing mixdistribution (place)mass-marketing through department stores such as wall-wart and k-mart.distribution according to demographics: wom

13、ensvage, vrace,v locationthe international marketing mixmaybelline marketing mixproductnew, very modern product wide selection of products eye catching packages made to fit seasonal conditions meets individual market requirements maybelline marketing mixpricevery competitive price low-cost productio

14、n benefits from economies of scale pricing up to local purchasing power ratemaybelline marketing mixpromotionwomen are sensitive to advertising tv spots are the best way to target mass audiencecomparative advertising.company run ads in magazines that are geared towards women in womens fashion and wo

15、mens service magazines maybelline marketing mixdistribution (place)excellent location for export expansion to china, vietnam, indonesia, etc. on-line services plus catalogue wide distributions channels in more than 70 countries worldwideswot analysismaybellinestrengthsweaknesses-new, very modern pro

16、duct -wide selection of products-attractive all-american style -eye catching packages -made to fit seasonal conditions -competitive price -low-cost production -online services plus catalogue -wide distributions channels-high social risk products -intense colors -average profit margins -sales going t

17、hrough independent retailers-tv requires high budgetswot analysismaybellineopportunitiesthreats-state-of-the art research center -using know-how from loreal group -people are afraid to follow the latest fashion-high-tech competitors factories-high resistance for vivid colors in cosmetics in rural ar

18、eas-competitors offering a variety of cosmetics -wide range of substitutes swot analysisrevlonstrengthsweaknesses-classic products-very well known-very high quality-online services-high profit margins-very good market position-less product variety-high prices-high cost of production-low advertising

19、budgetswot analysisrevlonopportunitiesthreats-state of the art research center-people like classic colors-wide range of substitutes-competitors offering a variety of cosmetics web sites comparisonrevlonmaybelline-more classical-well organized product menu-more attractive-multiple animations-multiple

20、 categoriesweb site comparisonrevlonmaybellineproduct catalog11beauty tip and advise 11feedback mechanisms (email, phone, web guestbook) 11virtual face11technical support 1newsletters1current trend1online competition11community group discussion1online shopping enabledfinancial report11charity work1recommendationsmaybelline there are few strategies to adopt :to enhance pro