A marketing plan for the re-launch of the Maybelline New York 8-in-1 BB Cream

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Julie B. Tanada

Defense Panel Chair

Benison Y. Cu

Defense Panel Member

Patricia Ann Chua
Jose Luis Liongson

Abstract/Summary

The blemish balm cream, more commonly known as the BB cream, is the latest beauty trend to hit Asia. It is marketed as a miracle product, having numerous functions of make-up and skin care in one. Maybelline Philippines caught up with this craze, releasing its own Clear Smooth 8-in-1 BB Cream in 2009. With minimal marketing efforts, the product gained 82,792 volume sales in 2010. Seeing the potential of this market, the brand has decided to re-launch the product in mid-2011, which is the main objective of this marketing plan.

The re-launch targets 16-25 year old females from socioeconomic class C. The objectives are (1) create 60 percent awareness, targeting 662,638 persons from a total market size of 1,104,397 (2) achieve 40 percent product trial among 265,055 persons and (3) gain 25 percent volume penetration in the facial make-up category of Maybelline New York.

To achieve these objectives there will be a combination of above-the-time and below-the-line advertising, consumer and trade promotions, and public relations programs that best suit the target market.

This one-year marketing plan will require a PhP 15,688,711.36 investment, which will yield value sales amounting to PhP 52,798,956.00 and a net profit of PhP 33,810,309.89. Specific evaluation tools have been identified to determine the effectiveness of the marketing plan.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020506

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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