Maybelline Inc.: About Face

2017 ◽  
pp. 1-28
Author(s):  
Julie Hennessy ◽  
Jill Carter ◽  
Jimmy Carter ◽  
Alice M. Tybout
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Market Share ◽  
Distribution Channels ◽  
Competitive Environment ◽  
Product Management ◽  
Demographic Analysis ◽  
Product Lines ◽  
Purchasing Patterns ◽  
Consumer Marketing

Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also acknowledges a weakness in the strategic face segment, most notably in the profitable foundations product lines. Approaches the challenge of successfully growing this important category by looking at every aspect necessary to make this move, including: consumer marketing strategy, consumer behavior and purchasing patterns, demographic analysis, segmentation and targeting, product management, distribution channels, pricing, advertising, and understanding the competitive environment.

Fashion Brand Image Marketing: Brand Image and Brand Personality

2000 ◽  
Vol 4 (2) ◽  
pp. 60-67 ◽  
Author(s):  
T.S. Lee ◽  
C.S. Leung ◽  
Z.M. Zhang
Keyword(s):  
Market Share ◽  
Brand Image ◽  
Brand Personality ◽  
Competitive Environment ◽  
Related Concept ◽  
Marketing Program ◽  
Fashion Brand ◽  
Market Niche ◽  
Consumer Marketing

Driven by the competitive environment in fashion business, marketers have realized that creating a favorable brand image is a key to win larger market share in its market niche. An understanding of brand image can provide better foundation for developing a more effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing implication for fashion marketers

scholarly journals THE STRATEGY OF REACHING THE INTERNATIONAL MARKET SHARE FOR PT. HILDAN FATHONI INDONESIA

2018 ◽  
Vol 2 (2) ◽  
pp. 26-46
Author(s):  
Bhisma Maha Santika ◽  
Chrissant Dea Arini ◽  
Wenseslaus Salivian K ◽  
Simon Peter Q Ortega ◽  
Charles W Kleinman ◽  
...  
Keyword(s):  
United States ◽  
Marketing Strategy ◽  
Market Share ◽  
International Market ◽  
The United States ◽  
Product Safety ◽  
Target Market ◽  
Product Lines ◽  
A Company

PT. Hildan Fathoni Indonesia is a company that has two product lines, such as product safety, product and crafts. As the company does not yet have the experience in terms of export products. Therefore, a much-needed strategy to sell the company's products with the scale Internatioal. PT. Hildan Fathoni makes the United States as a target market. its marketing strategy using articles and YouTube with the title that is effetive and in accordance with the research that's been done.

Pengaruh Lintas Budaya Pada Pemasaran Internasional Dengan Pendekatan Perilaku Konsumen

2017 ◽  
Vol 1 (2) ◽  
pp. 168-176
Author(s):  
Endy Gunanto ◽  
Yenni Kurnia Gusti
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Consumer Culture ◽  
International Organization ◽  
Future Research ◽  
Special Issue ◽  
Cross Culture ◽  
Several Variables ◽  
Cultural Orientations ◽  
The Impact

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.

PERAN DIGITAL MARKETING DALAM EKSISTENSI BISNIS KULINER SEBLAK JELETET MURNI

2016 ◽  
Vol 1 (2) ◽  
pp. 133-144
Author(s):  
Nadya Nadya
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Digital Era ◽  
Marketing Social ◽  
Technological Developments ◽  
Product Sales

Technological developments have significantly changed the way how a business works, especially the culinary business named Seblak Jeletet Murni, that has located in Jakarta. This business is still relatively new, but consumers continue moldy and this spicy culinary product sales have been continue to increase. This phenomenon is a result of business which has entered the digital era in social media. Marketing of this product is not done intensively by the owner of this business, but consumers who moved to market virally in social media, especially social media video youtube. In this article the author analyzed descriptively about consumer behavior in digital marketing that has affected the sales of the culinary products. The analyzes were performed with case studies and associated in the literature on consumer behavior and digital marketing strategies. This article aims to describe the behavior of consumers in the digital age so that it can be input in determining the marketing strategy culinary efforts forward and be used for thought on the future of consumer research. Keywords: Digital Marketing, Social Media, Consumer Behavior

Using a simple direct-to-consumer marketing strategy to increase participation in parenting programs

2020 ◽  
Vol 30 (Supplement_5) ◽  
Author(s):  
R Salari ◽  
A Dahlberg ◽  
A Sarkadi ◽  
K Fängström
Keyword(s):  
Marketing Strategy ◽  
Large Population ◽  
Population Level ◽  
Small Sample ◽  
Parenting Programs ◽  
Routine Practice ◽  
Mothers And Fathers ◽  
Direct To Consumer ◽  
Child Behavioural Problems ◽  
Consumer Marketing

Abstract Low participation in evidence-based parenting programs not only presents a major challenge for population trials where a minimum level of intervention exposure is necessary to detect population-level impact, but also undermines the incorporation of these programs into routine practice settings. As part of a large population trial, we aimed to increase participation in a series of parenting seminars by using a simple direct-to-consumer marketing strategy, i.e., redesigning the program flyer. We captured parents' attention by affirming that “parenting is not always easy”, highlighted the potential benefits of participation, clarified what participation entailed, and addressed some of the common barriers such as the stigma associated with participation in parenting programs. Because fathers and mothers were shown to have different needs, we tailored the flyers to mothers and fathers separately. Testing the flyers on a small sample of parents showed that both mothers and fathers perceived the flyers as relevant. As expected, mothers were more likely to express interest in the program when they saw the flyer which focused on benefits related to dealing with child behavioural problems and featured a mother-child dyad, while fathers preferred the flyer which highlighted the benefits related to dealing with emotional problems, and featured a father-child dyad. Next, following the same procedure that was used to deliver the original flyers over the first 18 months of the project, we used the new flyers to inform parents about the upcoming seminars over the next 24 months. The preliminary results showed that although the average number of parents participating in each seminar had initially decreased from about seven to four, after the introduction of the new flyers, the number increased consistently and reached an average of nine parents during the last 6-month period. The results shows that program uptake can be increased using simple direct-to-consumer marketing strategies.

Development Status and Trend of New Energy Vehicles in China

2021 ◽  
Vol 1 (1) ◽  
pp. 10-15
Author(s):  
Sijin Ma ◽  
Jiahao Mai ◽  
Wanling Wang ◽  
Kemeng Yao ◽  
Deyu Li
Keyword(s):  
Energy Conservation ◽  
Market Share ◽  
Emission Reduction ◽  
The State ◽  
Competitive Environment ◽  
Sales Volume ◽  
Development Status ◽  
Online Consumers ◽  
New Energy ◽  
New Energy Vehicles

Under the background of energy conservation and emission reduction advocated by the state, the sales volume of new energy vehicles increased rapidly and reached new highs in 2021. However, many domestic new energy vehicles still face the problems of serious homogenization and low market share. In view of this situation, we mine and capture the data of online consumers and potential consumers, analyze consumers' preferences in combination with the knowledge learned, take Shenzhen BYD Co., Ltd. as an example, analyze its competitive environment, and finally put forward feasible suggestions.

scholarly journals Study On The Configuration Of Distribution Channels For New Automobiles

2010 ◽  
Vol 3 (1) ◽  
pp. 67
Author(s):  
Ubiratã Tortato ◽  
Roberto Marx
Keyword(s):  
Consumer Behavior ◽  
Distribution Channels ◽  
Explanatory Model ◽  
Organizational Forms ◽  
Legal Environment ◽  
Sources Of Information ◽  
Proposed Model ◽  
Distribution Trends

This paper proposes an explanatory model for the configuration of automobile distribution channels. A case study was developed, using two sources of information: 1) the literature on the distribution of specialty goods and on automobile distribution and 2) interviews conducted with dealers and automakers. The survey allowed the identification of three variables for the proposed model: dealer size, consumer behavior and the legal environment. The model comprises three possible organizational forms for the distribution business: isolated single-brand, single-brand group, and multi-brand group. This study is expected to contribute to a better understanding of the evolution of the sector, as well as to support the analysis of future auto distribution trends.

scholarly journals Research on the Marketing Strategy of Burgeoning Sugar-Free Beverages—Taking Yuanqi Forest as an Example

2020 ◽  
Vol 218 ◽  
pp. 02002
Author(s):  
Yizhuo Chang
Keyword(s):  
Marketing Strategy ◽  
Market Share ◽  
Swot Analysis ◽  
Practical Significance ◽  
New Wave ◽  
Chinese Market ◽  
Chinese Enterprises ◽  
Beverage Industry ◽  
General Rules ◽  
Marketing Methods

The appearance of sparkling water has set off a new wave in the beverage industry in China, with the annual sales volume increasing by almost 200% in 2019, compared with the 2018. The market share has risen to fourth place in the beverage market, becoming a new beverage that is only lower than water, carbonated drinks, and tea drinks. YuanQi Forest occupies a large market share in Chinese market, and its products are quite competitive. Therefore, it is of great theoretical and practical significance to study the marketing strategy of the YuanQi Forest at the present stage. This paper mainly adopts SWOT analysis, PEST analysis, and other marketing theories to analyze this kind of situation. The author aims to provide general rules for enterprises engaged in bubble water production and marketing for reference, and provides practical and theoretical guidance for Chinese enterprises to carry out and expand this industry. Through analysis, it can be concluded that YuanQi Forest has three marketing methods, which are product strategy, channel strategy and big data marketing. What is more, Yuanqi Forest has some drawbacks, such as channel construction, lack of supply chain, difficulty in market subsidence, and other problems.

Sign in / Sign up

Export Citation Format

Share Document