Beruflich Dokumente
Kultur Dokumente
Summer 2000
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Profile of Revlon
Established in 1932 Manufactures, markets and sells extensive array of cosmetics and skin care, fragrances and personal care products.
The companys products are sold world wild and marketed under such known brand names such as: Revlon, color stay, Revlon-age defining, skin lights and ultima.
Revlons principal customers include large mass-volume retailers and chain drug stores, as well as certain department stores and other specialty stores such as perfumeries. The company sells cosmetics and skin care products to fulfill specifically consumer need, principally priced in the upper range of the mass market.
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Profile of Maybelline
T.L.Williams founded the Maybelline company in 1915 and introduced Maybelline Cake Mascara. In February,1996, Maybelline was acquired by LOreal USA, Inc., a leader in the mass-market color cosmetics business. Maybelline creates seasonal color stories with products in the seasons hottest shades. The Maybelline image is hip, intelligent, stylish and charming. Maybelline has the top research and development teams and resources through their parent company LOreal.
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Revlon objective In our factory, we make lipstick. In our advertising, we sell hope.
~ Charles Revson Revlon Cosmetics
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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.
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Maybelline objective
May be she is born with it,,, May be it is Maybelline
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Maybelline objective
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.
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Psychographic Variables
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This makes their ads appeal to the largest number of potential customers possible
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Price comparison
Price Comparison
12 10 8 6 4 2 0
NAIL MASCARA EYELASH FACE EYE LIP EYE EYE
MAYBELLINE REVLON
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Marketing Mix
The Four Ps
roduct ricing
lace
(Distribution)
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romotion
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Advertising
Sales Promotions
Public Relations
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Company launches new Jinx line using Halle Berry from the Die Another Day.
Consumers tests the product through free samples
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Age,
Race,
Location
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PROMOTION DISTRIBUTION
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Weaknesses
-Less product variety
-High prices -High cost of production
-Online services
-High profit margins -Very good market position
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Technical Support
Newsletters Current trend Online Competition 1
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Recommendations Maybelline
There are few strategies to adopt :
To enhance products (new characteristic, better style/design) To introduce new products to the market and additional products To increase availability of its products and find new distribution channels Lowering the price to gain attention of potential customers who are price sensitive
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Recommendations Revlon
The Revlon Corporation must now compete against multinational companies that can afford to spend more money on advertising and promoting similar products. the company must look for new and more innovative ways to keep up with the growing market. Company must offer new and/or improved products in the Jinx line to keep the line fresh and satisfying to the consumer (to preserve the product life cycle) through product development Through a new image and new advertising strategies, the company will be able to compete in todays market.
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