Case Number: 5-104-043, Year Published: 2004
HBS Number: KEL112
Branding, Advertising, Consumer Marketing, Marketing Strategy, Product Management, Distribution Channels
Maybelline is the world’s leading mass cosmetic company, with tremendous success and commanding market share, particularly in the “eye make-up” category. But Maybelline also acknowledges a weakness in the strategic “face” segment, most notably in the profitable "foundations" product lines. This case approaches the challenge of successfully growing this important category through looking at every aspect a company would need 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.
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