Creation of a new perfume for Maybelline

Résumé du document

The fragrance industry is a very competitive market with international players who have a global presence and huge financial means. The perfume market is not only competitive, but also very complex, crossed by strict regulations and low loyalty consumers. In this context, Maybelline, a worldwide known brand in cosmetics, will try to enter this market through the creation of a new perfume. Our study will be divided into two parts.

The first part will analyze the fragrance market in general. We will describe the global market and then, more precisely the Belgian market. The market players and the different segments that divide the market will be analyzed. Secondly, we will go deeper in the competitive landscape analysis and describe the leading companies in the market. Then, we will establish the consumers' profile for the fragrance market. We will conclude the first part with a SWOT analysis based on Maybelline's current position in the market and the analysis of two competitors, namely Clarins and Estee Lauder.

The second part deals with the creation of the new perfume and its marketing strategy to make a successful entry in the fragrance market. Thus, with the help of the thorough analysis of Maybelline and the fragrance market, we will analyze Maybelline's legitimacy, its brand positioning in the portfolio and its new brand positioning statement. Then, the study will focus on the creation of the new perfume. Before explaining the concept, we will make the segmentation, the targeting of the market and the positioning of Maybelline's new product in the market. After presenting the concept, we will describe our marketing mix and how we would communicate regarding the new perfume. Finally, we will present our midterm international strategy that is based on an action plan which is developed over two years.

Extraits

[...] They are number one in lip gloss, pressed power and eye shadow and they also have four fragrances among the top 12 in the American stores. The strong brand image makes it possible to extend its different product lines. It has presence in the Chinese, Brazilian and Indian markets. These markets are interesting because they are emerging markets where the interest for cosmetic products is increasing. They are positioned as “luxury, superior quality and elegance”. All their products are very effective. Their slogan is “Bringing the best to everyone we touch. [...]

[...] The budget invested in cosmetic is higher than a few years ago and thus, people are more ready to invest money in perfumes. Sales perfumes are increasing in the global market ( in 2008).[14] A third opportunity is in the men's fragrance market. Men started to find more time and money to improve their looks. According to Euromonitor International data, it's a very interesting segment which is going to touch $13 billion by 2012.[15] 4. Threats The biggest threat for Maybelline is the tight competition in the cosmetic market. There are a lot of big companies that have a strong brand image. [...]

[...] As a result, the solution is to give a pocket perfume that people can carry everywhere with them. The small perfume is a gift with their perfume and people love special offers. This is a first point to attract the consumer. They can apply it when they want. Customers will get a pipette to refill their bottle easily. To avoid losing the pipette there will be a special place in the pocket perfume. Having a bottle is very useful for different reasons. Firstly, they can carry it everywhere and apply it whenever they want. [...]

[...] May 2010: - We will find new places of sale, where the Maybelline's products are sold. - In every store, we put tester with the other products and a poster highlighting the product. - In the big stores, we will appoint sales representatives who give more information on the product and give away free samples. June 2010 - Special action: give away free samples with the purchase of a Maybelline's product. - Create a game to win prizes via the website: the first prize will be a weekend for two persons in a beauty complex and one free Maybelline's perfume. [...]

[...] Appendix The big bottle of our perfume Appendix The small bottle of our perfume Appendix Investment in media Appendix Ads for magazines and billboards Appendix Audience for TV channels XII. Bibliography 1. Website http://tempsreel.nouvelobs.com/file/356413.pdf http://www.brandstorm.loreal.com (Ressource pack) http://www.clarins.com http://www.code-couleur.com/signification/jaune.html http://www.coty.com/ http://www.cotyshop.com http://www.elcompanies.com/our_brands/our_brands.asp http://www.esteelauder.com http://www.etopia.be/IMG/ppt/les_etudes_d_audience- 2.ppt#413,24,Exemplesderésultats%share;Sud–TotalDay–15-54an http://www.euromonitor.com/MarketShare.aspx?folder=Cosmetics_And_Toiletries http://www.le-temps-au-present.com/index_la_signification_des_couleurs.htm http://www.loreal.com http://www.lvmh.com http://www.maybelline.be/ http://www.puig.com http://www.scribd.com/doc/3027409/Top-100-Cosmetic-Manufacturers http://www.wikipedia.org 2. Articles DATAMONITOR, «Fragrance in Belgium: Industry profile November 2008. DATAMONITOR, «Global fragrance: Industry profile», November 2008. DATAMONITOR, «Belgium Female fragrance: Industry profile», November 2008. DATAMONITOR, «Estée Lauder Companies Inc.: company profile», December 2008. DATAMONITOR, «Christian Dior SA: company profile June 2008. DATAMONITOR, «Clarins: company profile», January 2009. [...]