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

• Main Authors: Alfonso, Maria Elena G., Almarines, Karen Tracy O., Cua, Rhinna Charmainne U.
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18079
• Institution: De La Salle University

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.