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Brand Analysis What product/brand have you selected?- I have selected Maybelline Volum’ Express mascara for my product to analyze.Purchase DecisionsWhat is the thought process that you go through when you purchase that brand?- When I purchase this particular mascara, I begin to look at all of the different types of mascara that they have… I think to myself, do I want the length, waterproof or not waterproof. Then I begin to look at the prices. Is this a high involvement decision process or low involvement? Why?- Purchasing Maybelline mascara is low involvement because it isn’t something that is going to change my life or make my days better. The price factor is very low so that is another reason why the decision process is low involvement. 4. Are you loyal to this brand? Why or why not?- Yes, I’m a loyal customer to Maybelline. I always buy their mascara because it has always had the best results for me. Competition5. What brands are the major competitors? - The brands that are Maybelline’s major competitors are L’Oreal, Cover Girl and Neutrogena. 6. How is your brand similar to the competition? - Maybelline is similar to their competitors by having most of the same makeup products. Another way they are similar is that they appear in a lot of the same advertisements; magazines, television channels and print ads. 7. How is your brand different from the competition? - Maybelline has a lot of aspects internally and externally that are different. The first aspect is that the mascara tubes are very colorful, which catches a customer’s eye. 8. Why is your brand better than the competition? - Maybelline is better than their competition because Maybelline uses several tactics to stand out. They use the sense of being hip by using the bright colors and creative names. They use new and well-known models in their print and digital advertisements to gain awareness. Throughout their new campaign they use a simple and to the point tag line, “ Just the latest and the greatest.”Segmentation/Targeting9. Describe the target for your brand. a. Demographically- Maybelline targets women ages 18-35 with children and on a budget. There are more women that are not in college that are using the products and the top races that use Maybelline are African Americans and Hispanic. More women with children use the products than women without children. 22 percent of the demographics household income is $50,000 a year or lower.b. Geographically- Maybelline has low price products that are made for anybody. There are forty four percent of sales in Western Europe, twenty two percent in North America and the other thirty three percent are dispersed around the rest of the world. Germany and the United Kingdom are high users of Maybelline products. c. Psycho graphically- A Maybelline user is a young woman that cares about her image. She enjoys going to dinner outings and always has to look nice. She is in a relationship and wants to start a family. She is a caring-trendy lady. She has hope and courage, which is why she is a dedicated to the Maybelline brand.d. Maybelline heavy users are women. The women are from Western Europe and are between ages 18-35. These women are loyal to the Maybelline brand and will be continue to be loyal. Positioning 10. What are the functional benefits of your brand? - The benefits of Maybelline’s products are they’re convenient and good for the skin. Most of their products are “all in one” such as face creams or a foundation mixed with a moisturizer. Most of the products are multi- tasking and beneficial for the skin. It is not only convenient but it also allows the buyer to save money. 11. What are the emotional benefits of your brand?- The emotional benefit of Maybelline is confidence. If you use the products you feel and look great. Maybelline likes to make it simple and easy for the usage. They promote natural models in their advertisements to make it seem flawless. So, emotionally if you use Maybelline products you will feel the same way. 12. What is the value proposition of your brand?- Maybelline has high-quality affordable products that will make you feel confident. Our products will show you the results that you have always wanted. We have over thirty products those we over for women and men of all ages. - Varity of product selections- Affordable and convenient - Reliable and easy usage ................
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