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Marketing Product Assessment--Maybelline
Pages 6 (1506 words)
The business selected is the cosmetics brand Maybelline. The company is headquartered in New York, the USA (L'Oreal). The company began as a family business and soon expanded to become one of the largest and well-known cosmetics brands throughout the world.
Soon the mascara was named Maybelline after the name “Maybel” given by her daughter to the lash mascara (L'Oreal). Two years later, the company produced the first of its kind mascara for everyday use which became an instant hit with the mass market. In 1996, the company’s headquarters moved to New York when it was acquired by L’Oreal (L'Oreal). Over the passage of time, the company hired celebrities as brand ambassadors, which again was an instant hit. In 1991, the company adopted the popular slogan “Maybe she’s born with it, maybe it’s Maybelline” which continues to be its slogan to date (L'Oreal). Maybelline enjoys a strong presence in over 129 countries today and covers four broad location segments: North America, Europe, Asia and Oceania (L'Oreal). Maybelline stands at no.1 in the makeup brands category in its home country, the US. In the UK, it has acquired the second position, along with strong growth in Russia (L'Oreal). The company is expanding fast in all BRIC economies, and has managed to bag the top position in make-up brands in China in 2010 (L'Oreal). The company is struggling to penetrate through the Japanese market which has intense competition as far as the make-up category is concerned. Overall, the company registered a 13.3% growth in 2010 (L'Oreal). The company offers a variety of product lines related to cosmetics including face, eyes, lips, nails, brushes and accessories (Maybelline LLC.). ...
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