Maybeline Face Powder
MAYBELLINE CLEAR SMOOTH FACE POWDER Background Story
Months after the successful launching of Maybelline Clear Smooth Face Powder, Rose B. Librieza, Coordinator of Marketing Operations, found herself reading survey results handed to her by one of her staff. As of three weeks ago, there is still no substantial data that will tell whether the Clear Smooth Face Powder is now the product leader in terms of its category in the market so she had a survey done to evaluate product performance. The report (consisting of 25 respondents in a random sample, Exhibit 1) contains information that she would use to plan the next steps the company needs to take to maximize the visibility of their product. Rose is determined to take advantage of the fact that the market was very receptive to the launch. In fact, the pressed powder easily became one of the brand’s best selling items. She is serious about making Maybelline Clear Smooth Face Powder one of the leaders in the pressed powder market. A study that was done prior to the launch of the product indicated that pressed powders reflect more than 80% market penetration, which means more than 80% of the respondents used a pressed powder at least once in the year prior to the study. This shows that pressed powders do have high usage in the country. Another study conducted during the product launch revealed that more than 90% of the purchasers were very satisfied with the product and more than 90% also had an intention to repurchase the product—one of the highest repurchase intentions Maybelline has seen in a product launch so far. In terms of sell out, the product has been the main driver for the double digit growth in the face category. Sales for this product increased despite the fact that it was not advertised in the television. Due to these reasons, Rose carefully analyzes the results of the current survey on her desk to draft a marketing strategy that will ensure increased market awareness of their product, and thus, to have
Months after the successful launching of Maybelline Clear Smooth Face Powder, Rose B. Librieza, Coordinator of Marketing Operations, found herself reading survey results handed to her by one of her staff. As of three weeks ago, there is still no substantial data that will tell whether the Clear Smooth Face Powder is now the product leader in terms of its category in the market so she had a survey done to evaluate product performance. The report (consisting of 25 respondents in a random sample, Exhibit 1) contains information that she would use to plan the next steps the company needs to take to maximize the visibility of their product. Rose is determined to take advantage of the fact that the market was very receptive to the launch. In fact, the pressed powder easily became one of the brand’s best selling items. She is serious about making Maybelline Clear Smooth Face Powder one of the leaders in the pressed powder market. A study that was done prior to the launch of the product indicated that pressed powders reflect more than 80% market penetration, which means more than 80% of the respondents used a pressed powder at least once in the year prior to the study. This shows that pressed powders do have high usage in the country. Another study conducted during the product launch revealed that more than 90% of the purchasers were very satisfied with the product and more than 90% also had an intention to repurchase the product—one of the highest repurchase intentions Maybelline has seen in a product launch so far. In terms of sell out, the product has been the main driver for the double digit growth in the face category. Sales for this product increased despite the fact that it was not advertised in the television. Due to these reasons, Rose carefully analyzes the results of the current survey on her desk to draft a marketing strategy that will ensure increased market awareness of their product, and thus, to have