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marketingmanagement summer2000 revlonandmaybellinecosmetics creatingtheneedforcosmeticproducts cosmeticsarenoteasyproductstosellbecauseitisaproductthatnoonereallyneeds itisimportanttounderstandthenatureofthecosmeticproductsandalsounderstandwhywomenpurchasecosmetics whywouldwomenspendmoneyoncosmetics girlsandwomenareencouragedtolovetheirbodiesnomatterwhattheylooklike tolookattractiveandimprovetheirbeauty toimitatetopmodelsandactresses profileofrevlon establishedin1932manufactures marketsandsellsextensivearrayofcosmeticsandskincare fragrancesandpersonalcareproducts thecompany sproductsaresoldworldwildandmarketedundersuchknownbrandnamessuchas revlon colorstay revlon agedefining skinlightsandultima revlon sprincipalcustomersincludelargemass volumeretailersandchaindrugstores aswellascertaindepartmentstoresandotherspecialtystoressuchasperfumeries thecompanysellscosmeticsandskincareproductstofulfillspecificallyconsumerneed principallypricedintheupperrangeofthemassmarket profileofmaybelline t l williamsfoundedthemaybellinecompanyin1915andintroducedmaybellinecakemascara infebruary 1996 maybellinewasacquiredbyl orealusa inc aleaderinthemass marketcolorcosmeticsbusiness maybellinecreatesseasonalcolorstorieswithproductsintheseason shottestshades themaybellineimageiship intelligent stylishandcharming maybellinehasthetopresearchanddevelopmentteamsandresourcesthroughtheirparentcompanyl oreal revlonobjective inourfactory wemakelipstick inouradvertising wesellhope charlesrevsonrevloncosmetics revlonobjective tobecometheworld smostdynamicleaderinglobalbeautyandskincare toachieveconsistent profitablegrowthbytransformingrevlonfromamulti nationaltoaglobalcompany maybellineobjective maybesheisbornwithit maybeitismaybelline maybellineobjective tobecomeworld snumberonecolorcosmeticslinebyincreasingemphasisontechnology movingintonewproductcategoriesandexpandingintoforeignmarkets todifferentiateitsproductfromlocalandothercompetitors lowpricesduetolowcostofproduction moreproductandcolorvariety strongmarketpenetration thecompetitiveadvantagesmaybelline competitiveadvantagerevlon customizedmake up properselectionofbrandnames007filmsponsorship advertisementstrategyrevlon revlonhasalwaysusedtopmodels andactressesinordertopromoteitsproductsi e cindycrawford selmahayek andrecentlysponsoredthe007film dieanotherday andlaunchedajinxlineofit sproductswhichrepresentsthecharacterofhalleberryinthefilm advertisementstrategymaybelline maybellinehavecreatedwhatisknownasmaybelline5 whoare5younggirlsagedbetween15andmid20selectedeachyearinordertopromotemaybellineproducts identifyingmarketsegments marketsegmentationrevlon benefitsegmentationtotargetandfocusonthelargestdemographicgroupswithinamarketbyshowinglipsticksinvariousshadesofred thismakestheiradsappealtothelargestnumberofpotentialcustomerspossible marketsegmentationmaybelline maybellinetargetsegmentis15 35yearoldfemaleatmassmarket maybellineisamoderncontemporarybrandforallwomenandallraces differentversionsofproductsareproducedfoeeachcountry pricecomparison marketingmixthe fourp s distribution p roduct p ricing p romotion p lace revlonmarketingmix producttherightproductforthetargetmarket packagingoftheproductappealstothecustomer revlonmarketingmixprice revlon soverallpricingstrategyistomarkettoawiderangeofconsumer swithitsproductatarangeofretailpricestheycanaccept theirpricestrategyisconsistentwiththestageoftheproductlifecycletheproductisin theyofferdiscountsintheformofcouponsasatermofsalesfortheirproduct theydistributecouponsinweeklyadsandinmagazines thepromotionalmix revlonmarketingmixpromotion revlon sadvertisingstrategyreliedheavilyuponhigh profilecelebritiessuchasselmahayek shaniatwain andmelaniegriffith bylate2000 revlonchosetotakeanewdirection thecompanyhiredanoutsideadvertisingagency kirshenbaumbond partners companylaunchesnewjinxlineusinghalleberryfromthedieanotherday consumersteststheproductthroughfreesamples revlonmarketingmixdistribution place mass marketingthroughdepartmentstoressuchaswall wartandk mart distributionaccordingtodemographics women sage race location theinternationalmarketingmix products pricing promotion distribution maybellinemarketingmixproduct new verymodernproductwideselectionofproductseyecatchingpackagesmadetofitseasonalconditionsmeetsindividualmarketrequirements maybellinemarketingmixprice verycompetitivepricelow costproductionbenefitsfromeconomiesofscalepricinguptolocalpurchasingpowerrate maybellinemarketingmixpromotion womenaresensitivetoadvertisingtvspotsarethebestwaytotargetmassaudiencecomparativeadvertising companyrunadsinmagazinesthataregearedtowardswomeninwomen sfashionandwomen sservicemagazines maybellinemarketingmixdistribution place excellentlocationforexportexpansiontochina vietnam indonesia etc on lineservicespluscataloguewidedistributionschannelsinmorethan70countriesworldwide swotanalysismaybelline swotanalysismaybelline swotanalysisrevlon swotanalysisrevlon websitescomparison websitecomparison recommendationsmaybelline therearefewstrategiestoadopt toenhanceproducts newcharacteristic betterstyle design tointroducenewproductstothemarketandadditionalproductstoincreaseavailabilityofitsproductsandfindnewdistributionchannelsloweringthepricetogainattentionofpotentialcustomerswhoarepricesensitive recommendationsrevlon therevloncorporationmustnowcompeteagainstmultinationalcompaniesthatcanaffordtospendmoremoneyonadvertisingandpromotingsimilarproducts thecompanymustlookfornewandmore
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