Marketing MIX Analysis: Distribution Strategies for Maybelline. Môn Marketing Mix | Đại học Văn Hiến.

lOMoAR cPSD| 58833082 III. MARKETING MIX 3. Place:
Place Strategy is an important part of Marketing Mix, besides Product and
Price. Place strategy focuses on determining the appropriate distribution
channel to bring products to consumers in the most e 昀昀 ective way, ensuring
the brand's global presence and reach. Maybelline has a solid distribution
network and is a leader in mass- market retailing. The company has succeeded
in establishing its products in many di 昀昀 erent distribution channels, serving
the diverse needs of consumers. Maybelline products are available in more than
129 countries worldwide, demonstrating its commitment to global presence.
The brand's extensive distribution network includes traditional retail stores,
pharmacies and e-commerce platforms. Traditional channels: • Department stores: lOMoAR cPSD| 58833082 • Convenience stores: • Drug stores: • Supermarkets: lOMoAR cPSD| 58833082
Modern channels: The brand's robust online presence, including its own
ecommerce platform and partnerships with leading e-retailers, caters to the
growing demand for convenient, digital shopping experiences. lOMoAR cPSD| 58833082
This comprehensive place strategy enables Maybelline to reach customers
worldwide and make their products easily available.
The breakthrough in the vibrant cosmetics market requires Maybelline to
upgrade its distribution strategy, bringing products closer to potential customers.
The following are strategic proposals to increase market share and a 昀케 rm brand position:
3.1. Optimize the "online world":
Optimizing presence on e-commerce giants such as Amazon, Lazada, and
Shopee are potential "promised lands" for Maybelline. To take full advantage of
these opportunities, Maybelline should invest heavily in these platforms'
advanced advertising tools, such as search advertising and display advertising.
As stated in the previous content, Maybelline does not have its own store and
does not sell directly but sells through many di 昀昀 erent channels. Therefore,
Maybelline should build o 昀케 cial stores with eye-catching interfaces and
detailed product content, accompanied by positive reviews from users, which
will help increase trust and reputation. of the brand. With such a comprehensive
marketing and distribution strategy, Maybelline can fully utilize the potential of
these e-commerce platforms to expand market share and increase sales.
3.2. Experience directly at the spa lOMoAR cPSD| 58833082
Cooperating with reputable spas is an important strategy to bring Maybelline
products to potential customers. Through this, customers will have the
opportunity to directly experience product quality in a professional and
trustworthy environment. When customers experience and see the e 昀 昀
ectiveness of Maybelline products, shopping demand will be strongly boosted.
Beauty experts at the spa can introduce and advise on products, helping to
increase trust and boost sales. Bringing products into these locations not only
expands distribution channels but also builds strong relationships with
customers through hands-on experiences and premium service quality. 4. Promote: 4.1. Advertising:
Maybelline's success in the competitive world of cosmetics goes beyond just
o 昀昀 ering high-quality products at accessible prices. The brand has mastered
the art of marketing, resonates with a wide range of consumers. The question
becomes, How Maybelline markets its brands?
Maybelline markets its brand through a comprehensive strategy that combines
digital and traditional advertising, in 昀氀 uencer partnerships, experiential
marketing, and targeted promotions.
4.1.1. Traditional Advertising:
Maybelline leverages traditional advertising to e 昀昀 ectively reach a broad
audience and reinforce its brand image. On television, the brand airs
commercials during prime time and on popular beauty and fashion shows,
ensuring maximum visibility. In print media, Maybelline places ads in prominent
fashion and beauty magazines to target demographics speci 昀椀 cally interested
in beauty products. Additionally, strategic ad placements in the lifestyle sections
of newspapers help further extend the brand's reach to a diverse and interested lOMoAR cPSD| 58833082
audience. Through these traditional advertising channels, Maybelline maintains
a strong presence and e 昀昀 ectively communicates its brand message to a wide
range of consumers. Maybelline doesn't neglect traditional media either, but
adapts it for the modern consumer. This focus on accessibility extends to e-
commerce platforms and retail partnerships, ensuring their products are readily available.
4.1.2. Digital Advertising: