5.

Marketing mix
5.1 Product
5.1.1 Product innovation
After having generated and screened ideas, we come up with an upgraded version of the
product Falsies Lash Lift Washable Mascara Eye Makeup with new features for sensitive skin
and eye named The Falsies Lash Lift Boost Up Ver. In fact, the new version not only inherits its
old features in giving the users an instant lash-lifting (8 hours), light, intangible and natural to
help users (gen Z) look good in educational environments, but also has 2 heads which have their
own distinct function:
+ One head is a cleaning brush for eyelash which contains effective and gentle chemicals;
accordingly, it will be gentle for eyes.
+ The other one is the mascara brush; specifically, its formular has been changed to become
gentler and eliminate the burning feels when applying.

(The existing version)

(illustration for the upgraded version)
5.1.2 Product Life-Cycle Strategies
As Falsies new version is first launched in the market (Introduction stage) with slow sales
growth, Maybelline has to incur heavy advertisement and marketing campaign (TikTok etc.) to
build the new version's level of awareness.

(the very successful Tiktok campaign of Maybelline)

 Product Decisions and Social Responsibility
Following the sustainable marketing, Maybelline has taken its first step to respond to
customer’s expectation for the company to deliver value in a socially and environmentally
responsible way by collecting used packaging (exchange for coupons) etc.
 Products attribute and benefits
Regarding to product attribute, it includes of multifunctional two head mascara that can apply
mascara and also a cleaning function and containing irritation-free ingredients that are gentle
for the skin and eyes. Therefore resulting in the following benefits:
+ Sometimes you accidentally do it wrong and want to erase it. Instead of using the cleansing
wipes or cleansing water that may erase all of your eye makeup, the new version of Falsies Lash
can precisely erase parts of the eyelash that you want and doesn’t touch any of your eye
makeup. This can help you avoid redoing all of your eye makeup.
+ Burning feels will not interfere with your makeup process.
5.2 Price strategy
* Value-added pricing:
After considering the price of the previous version of Falsies Lash Lift which is around 175,000
VND - 200,000 VND, the new version with additional functions and quality will have the higher
price accordingly, however, still be affordable for the target customers, the price will be
220,000 VND.
Additionally, that range of price is reasonable comparing with competitors.

5.3 Place Distribution Strategy

We plan to distribute the products mainly at modern trade which gives the customer a good
buying experience, suitable for the product image, provide great product availability from
various channels including Hypermarkets (AeonMart, Lotte, Emart, Giant etc.), SuperMarket
(Coopmart, Vinmart, etc.), Convenient Stores (CircleK, 7-Eleven, Family mart etc.), E-commerce
(Shopee, Lazada, Tiki etc.), Stores (Thegioiskinfood, Mathoadaphan, etc.), Drug Stores
(Guardian, etc.). In addition, the product will be available at Maybelline Official Stores in Viet
Nam as well.