Maybelline realized that market growth and the global expectations of their niche would require a more refined strategy. Structurally, Maybelline must adhere to sales goals based on their contribution margin from L'Oreal. Introduction “Maybelline New York” is a mass cosmetic market brand, owned by the well-known French corporation “The L’Oreal Group”. Celebrity relationships are another component of Maybelline ‘s strategy to engage customers both online and offline. The pricing policy adopted by Maybelline is med-premium as it avails the qualitative products. Pricing strategy. Maybelline was the first to launch a formula that addressed aging issues. As a strategy, Maybelline might also invest more in research and development efforts. strategies and development of competitive advantages (Bowman & Ambrosini, 2007). Being one of the main brand leaders in mass cosmetics category, “Maybelline” has been represented in over 120 countries since 2008. Maybelline has certain competitive advantages that persuade customers to purchase their products over those of competing cosmetic brands. As a result they earn huge profits from this division. The Maybelline cosmetics company applies the business level strategies to maintain market dominance and to help in growing the brand. One of these advantages is the cost advantage, which gives some companies a lead over others by better pricing strategies. Market experts say that this pricing strategy — with Maybelline sitting between budget (Elle 18/Street Wear) and premium (Revlon, L’Oreal, Chambor, Lakme) brands — is a clever one. Women of this age group can find Maybelline products in low price, big-box stores (Maybelline Sales). Maybelline Target Market Essay Sample: Consumer Behaviour Report . The consumer products division brands are distributed in retail channels making it available to the mass market. Long-time client Maybelline New York needed to improve loyalty in its cosmetics business, where consumers tend to use multiple brands for their range of makeup needs. The critical reason why Revlon surpassed Maybelline through its Age-Defying Makeup was evident. Marketing Marketing is the business function that identifies unfulfilled needs and wants, defines and measures their magnitude, determines which target market the organization can best serve, decides on the appropriate products, pricing and promotion and distribution programs to serve these markets to develop a market orientation. Customer analysis in the Marketing strategy of L’Oréal – . There is an increased demand of the product offered by the company in the Asia-pacific region (12%) sales growth and the brand has further strengthened its makeup & skincare category through product development and product line extension strategies.. Currently, Maybelline has presented itself through a sophisticated outlook and targets the upper and middle-class individuals in the society in offering accessible cosmetics. Maybelline setting its strategy, not a detail launching or communication plan. Strategies Drives Maybelline Sales and Loyalty . The business level strategies are based on the porter’s five forces model of assessing the market. Leverage a mixed marketing strategy Maybelline Gigi Hadid. It was the weak positioning of Maybelline’s marketing (Hennessy & Tybout 2004). L'Oréal Price/Pricing Strategy: Below is the pricing strategy in L'Oréal marketing strategy: L'Oréal is one of the leading global cosmetic brands. 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