Understanding Marketing and Consumer Behavior

1、 creating the need for cosmetic products cosmetics 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 cosmetics girls and wo

2、men are 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 revlon profile of maybelline revlon objective “in our factory, we make lipstick. in our advertising, we sell hope.” charles revson revlo

3、n cosmetics revlon objective to 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 maybelline maybelline object

4、ive to become worlds 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. s

5、trong market penetration the competitive advantages maybelline competitive advantage revlon customized make-up. proper selection of brand names 007 film sponsorship advertisement strategy revlon revlon has always used top models, and actresses in order to promote its products i.e. cindy crawford, se

6、lma hayek, and recently sponsored 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 strategy maybelline maybelline have created what is known as maybelline 5, who are 5 young girls aged between 15 and mid

7、20 selected each year in order to promote maybelline products. identifying market segments market segmentation revlon benefit 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

8、number of potential customers possible market segmentation maybelline maybelline 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 country price comparison price comparis

9、on 0 2 4 6 8 10 12 mascara nail eye lip eye eye face eyelash maybelline revlon marketing mix the “four ps” revlon marketing mix product the right product for the target market. packaging of the product appeals to the customer. revlon marketing mix price revlons overall pricing strategy is to market

10、to a wide range of consumers with its product at a range of retail prices 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 weekl

11、y ads and in magazines. the promotional mix advertising personal selling sales promotions public relations revlon marketing mix promotion revlons advertising strategy relied heavily upon high-profile celebrities such as selma hayek, shania twain, and melanie griffith. by late 2000, revlon chose to t

12、ake a new direction. the company hired an outside advertising agency (kirshenbaum bond & partners). company launches new jinx line using halle berry from the die another day. consumers tests the product through free samples revlon marketing mix distribution (place) mass-marketing through department

13、stores such as wall-wart and k-mart. distribution according to demographics: womens vage, vrace, v location the international marketing mix maybelline marketing mix product new, very modern product wide selection of products eye catching packages made to fit seasonal conditions meets individual mark

14、et requirements maybelline marketing mix price very competitive price low-cost production benefits from economies of scale pricing up to local purchasing power rate maybelline marketing mix promotion women are sensitive to advertising tv spots are the best way to target mass audience comparative adv

15、ertising. company run ads in magazines that are geared towards women in womens fashion and womens service magazines maybelline marketing mix distribution (place) excellent location for export expansion to china, vietnam, indonesia, etc. on-line services plus catalogue wide distributions channels in

16、more than 70 countries worldwide swot analysis maybelline strengthsweaknesses -new, very modern product -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 dis

17、tributions channels -high social risk products -intense colors -average profit margins -sales going through independent retailers -tv requires high budget swot analysis maybelline opportunitiesthreats -state-of-the art research center -using know-how from loreal group -people are afraid to follow th

18、e latest fashion -high-tech competitors factories -high resistance for vivid colors in cosmetics in rural areas -competitors offering a variety of cosmetics -wide range of substitutes swot analysis revlon strengthsweaknesses -classic products -very well known -very high quality -online services -hig

19、h profit margins -very good market position -less product variety -high prices -high cost of production -low advertising budget swot analysis revlon opportunitiesthreats -state of the art research center -people like classic colors -wide range of substitutes -competitors offering a variety of cosmet

20、ics web sites comparison revlonmaybelline -more classical -well organized product menu -more attractive -multiple animations -multiple categories web site comparison revlonmaybelline product catalog 1 1 beauty tip and advise 11 feedback mechanisms (email, phone, web guestbook) 11 virtual face11 technical support 1 newsletters1 current trend1 online competition11 community group discussion 1 online shopping enabled financial report11 charity work1 recommendations maybelline there are few strategies to adopt :