PROMOTION:

   There is no advertisement for this product because it is from Maybelline and Maybelline earned its name since 1991 when L'Oreal adopted it. So COLOR BLOOM needs no introduction. After baby lips lip balm, it was launched as colour lip balm. It is available on retail cosmetic and drug shops as any other lip balm. It is also available on online shopping portals like Jabong, Amazon, Snapdeal, etc.

  ADVERTISEMENT: Maybelline uses advertisement to promote their product. Advertisement can be done through many ways but 3 major ways are PRINT, RADIO, and TELEVISION. The brief description is given below:

   Print: When Maybelline came into existence, it advertised a lot about its products. It was new on market so it had to do that to get popularity. In print, they made advertisements in news papers. They got printed full page ad. They used so many models for it.

   

Television: In very starting they made so many TV commercials so that the customer will be aware of the company and its products. The hired TV actresses as Brand Ambassador, even so many years after coming in India, they are still investing huge amount in ads.

v DISTRIBUTION:

When any producer is unable to sell their goods direct to the consumer, between them stands a set of intermediaries performing a variety of function. These intermediaries are called marketing channels or distribution channels.

 CHANNEL LEVELS: In my product only two level of channel is applied; One-level channel and Two-level channel.

1) One-level channel: There is one intermediary is called RETAILER. In this case, color bloom is mostly available on the retail shops.

2) Two-level channel: It contains two intermediaries; Wholesaler and Retailer. In this the retailers get the product from the wholesaler and wholesalers get the product from manufactures and then it goes to the end consumer.

vPRICING POLICY:

STEPS IN SETTING A PRICING POLICY:-

   1)Selecting the Pricing Objective: : Maybelline is the world largest selling mass market cosmetics and owns 7.4% of cosmetics market share worldwide. Since, the product is in introduction stage of ILC so; its profit is not so high.

     2)Determining Demand: Price is a very important factor of any product.

   According to the law of demand, the higher the price, the lower and the demand and vice versa. In the case of my product, the product is new so the price is not so high and demand is increasing.  When you search for Maybelline COLOR BLOOM on Google, the reviews are there. It shows the hike in demand.

  3)Estimating Cost: Cost depends on various factors like Variable cost, Total cost, & Average cost.

   Variable Cost: it varies directly with the production level. So in my product, production is in bulk because it is new and demand is increasing. As of now, there is no variable cost.

    Total Cost:  total cost consists if the sum of the fixed and variable costs for any level of given production.

     Average Costs: It equals total costs divided by production.

  4)Analyzing Competitors’ Costs, Prices, and Offers: Maybelline set the price of COLOR BLOOM according to its competitors like Nivea lip balm, Elle 18 lip balm, Himalayas lip balm, etc. All these lip balms are priced from Rs. 100/- to Rs. 150/- and color bloom is priced Rs. 125/-.

   5)Selecting A Pricing Method: There are 3 methods of selecting a pricing method: A)   Mark-up Pricing, B) Target-Return Pricing, C) Perceived-Value Pricing.

   According to my product i.e., Maybelline Color Bloom, the suitable method would be the Perceived-Value Pricing because Maybelline is a very famous and trustworthy brand. Before the color bloom, Maybelline has launched many products and they all gained reputation for the company. Since it is a New York based company and very famous as well, people will use it for their esteem.

• Ø THE PRODUCT HIERARCHY:
  
  
  ü Need Family:  buy this Color bloom because of its nice colour and smoothness to the lips. People
  
  
  ü Product Family: Products like Nevea lip balm, baby lips, Himalaya lip balm, etc. Will come in the same product family.
  
  
  ü Product Class: All the above given products have almost similar attributes like moisture to the lips but none of them give colour to lips like Color bloom.
  
  
  ü Product Line: All these products are in similar range of price i.e., Rs. 100 to 150. They are available at the same retail stores with same margin or no margin.
  
  
  ü Product Type: Baby lips is another product from Maybelline like Color bloom. Baby lips have many variants like baby lips Color in pink and orange, baby lips normal in different packaging.
  
  
  ü Item: Color bloom is available in one and only size i.e., 1.7 gms. in Rs. 125. It is available in two variants i.e., PINK and PEACH. They both look the same in design but different in colour.

v PRODUCT LEVEL: THE CUSTOMER-VALUE HIERARCHY:     

    Core Benefit: In this the customer is buying the benefit of the product so here the customer is buying smoothness of their lips.

    Basic Product: This provides very basic need i.e., moisturizing the lips especially in dry season but this also provides very natural colour to the lips so one can use it in any weather and anywhere.

    Expected Product: When a customer is buying this product, they see that whether this product is fulfilling their expectations or not.

    Augmented Product: At this level, company will make some changes in the product if people are not buying the product.

    Potential Product: In this stage, company will introduce a new product according to the requirements and expectations of the customers.

MARKETING MIX: 4 P’s of MARKETING MIX:

PRODUCT:

ü Features: It is a lip balm so it keeps the lips very smooth for long time.

ü Brand Name: MAYBELLINE is the brand for this lip balm. So, the product needs no introduction.

ü Packaging: Color bloom is packed into a very attractive pink or orange packet which shows the colour of lip balm after application.

ü PRICE:

ü It is basically sold on its MRP i.e., Rs. 125. In the retail shops, one can have the discount of maximum of Rs. 10 but, in the malls, no discount is given until it reaches in the decline stage or when the stock is going to be expired.

ü PROMOTION:

ü In the case of this product, the advertisement is very effective because it shows every feature of the product.

ü Direct marketing can also be a way to sale it in the introduction stage of ILC.

ü PLACE:

ü For this product the best place is retail cosmetic and drug shops, malls, showrooms of their brand, etc. Geographically, this product can be located in various areas to increase its sales.

Product Life Cycle:

Introduction: Maybelline Color Bloom is new in India. So it’s is in introduction phase and people are becoming aware. And it’s moving towards growth phase of PLC.

Growth: In Maybelline, the baby lips product is in growth stage and its mascara as well in growth stage.

Maturity: The colossal kajal of Maybelline is in maturity stage and there are so many competitors of it such as; Lakhme eye conic, MAC, etc. because it was the 1^st kajal not to smudge before 6 hours.

Decline: There is a chance of decline because of this cut throat competition, till now Maybelline has no product which in decline.

v Customer Buying Decision Process:

   Problem Recognition: Firstly, customer will recognize the problem of colorless lips, cracked lips, smokey lips, etc.

    Information Research: Customer will research via asking to friends or asking to their regular shopkeepers.

    Evaluation Of Alternatives: Customer will select one product from the available products according to customer's purchasing power and preference.

    Purchase Decision: Now, customer will check the prices of products and will decide to buy the product according to customer's purchasing power.

    Post purchase Behavior: If, product satisfies the customer, customer will buy the product and recommend to others on asking for suggestions. If, product doesn't satisfy the customer, customer will not buy the product and it will create the negative impact on public indirectly.

§  Customer Value: Maybelline Color Bloom:

  

     Long lasting moisturizer.

     Anyone can use it without any hesitation.

     It is affordable for everyone.

     Belongs to very good brand.

     It gives natural and decent colour.

     It remains even after a cup of tea.

     It also rescues lips from sun.

     Anyone can even buy it online.

     It is also available in small towns.

     It maintains its quality in such a low price.

My product is Maybelline Color Bloom. Its cost is Rs. 125. It is affordable for top class people and middle class people as well. It gives colour to lips. It is available in two colors: Pink and Peach. Though it is new in India so people are not well aware about it but now it’s growing by the time.

Ques:Who does buy this item?

Ans: Young girls buy this very keenly. Mainly the age group of 16 to 25, working women and 35 above.

Ques: What problem will this product solve?

Ans: This will solve the problem of dry lips, colorless lips, Smokey lips, black lips, cracked lips etc.

Ques: which attributes are important and why?

Ans: first of all, it gives colour to the lips. And then, it gives a awesome smoothness to customers' lips and a full day moisturized effect to the lips. A Customer can have a cup of tea after applying this and it will still be there after that.

Ques: If this decision is the first time, how will it go? If it repeats, how will it go?

Ans: For the very first time, the customer will buy this product on the basis of its brand, customer can buy this product on the suggestion of his/her regular shopkeeper when their product is not available, if customer are liking the packaging of the product and that attracts them enough to buy that product, customer will buy the product. The decision of buying that product repeats, if customer is satisfied enough from the product, he/she will buy it again.