Marketing Plan: Maybelline's New Perfume

Topics: Marketing, Marketing plan, Marketing strategy Pages: 18 (5503 words) Published: November 25, 2012
Marketing Plan: Maybelline’s new perfume
The University of Sheffield Marketing Management (MTG 2410) Blagoy Savov (BS11124) 21 August 2012

Abstract
L'Oreal’s Maybelline, a global, mass market cosmetic manufacturer, has decided to develop and market a new fragrance for women. This report includes research, analysis and evaluation of the market environment for female fragrances. Furthermore, it outlines a marketing strategy for the new product which describes the marketing mix to be used by Maybelline in order to sell its new product addition to the target market.

Table of Contents
Abstract ................................................................................................................................................................................ 2 Introduction.......................................................................................................................................................................... 4 The company ...................................................................................................................................................................... 5 L'Oreal .............................................................................................................................................................................. 5 Maybelline ....................................................................................................................................................................... 5 Environmental Analysis ....................................................................................................................................................... 8 Market Analysis ............................................................................................................................................................... 8 Market Environment ..................................................................................................................................................... 10 Economic Environment .......................................................................................................................................... 10 Technological Environment ................................................................................................................................... 10 Political Environment ............................................................................................................................................... 10 Cultural and Social Environment .......................................................................................................................... 11 Competitive Analysis ................................................................................................................................................... 12 Coty Inc. .................................................................................................................................................................... 13 L'Oreal ........................................................................................................................................................................ 13 Procter & Gamble Company (P&G) .................................................................................................................... 14 SWOT Analysis of Maybelline .......................................................................................................................................... 14 Strengths ........................................................................................................................................................................ 15 Weaknesses ................................................................................................................................................................... 15 Opportunities...
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