Retail Marketing Report

Comparison between foundation of two

brands: M.A.C and Maybelline New York
A liquid, cream, or powder makeup applied to the face and neck to create an even, uniform
color to the complexion, cover flaws and, sometimes, to change the natural skin tone is called a
foundation. It is done as a base layer for more complex cosmetics. Foundation applied to the
body is generally referred to as body makeup.

Brands:

M.A.C

M.A.C is a Canada based company and the name stands for Make-up Art Cosmetics. The
company is owned by Estee Lauder Companies and is one of the leading cosmetics and skin care
brand in the world. it has a wide range of products along with foundation like concealer, eye
liner, eye shadows, lipstick, lip gloss, nail paints etc.

Maybelline New York

Maybelline New York, a subsidiary company of L’oreal and was founded in 1996. is an
American multinational cosmetics, skin care and fragrance company. Along with foundation
other products made by the company are lipstick, lip balms, eye liners, kajol, eye shadows,
primer, highlighters etc.

Range of Foundations available in India

M.A.C

Product Quantity Price (Rs.)

M.A.C Studio Fix Fluid SPF 30 ML 2950
15
M.A.C Pro Longwear 25 ML 3850
Nourishing Waterproof
Foundation
M.A.C Studio Sculpt SPF 15 40 Ml 3600
Foundation
M.A.C Pro Longwear 25 ML 3850
 Nourishing Waterproof
Foundation

Maybelline New York

Product Quantity Price (Rs.)

30 ML 600
Fit me matt e + poreless
foundati on

Maybelline New York Dream 30 ML 716

Satin liquid foundation

Target Market

M.A.C targets the upper class or the people with more purchasing power, its initial customers
being models and actors it has classified itself as a premium brand. As we can see in the above
table the price of the products is at a higher scale. The brand doesn’t want to be associated as a
budget friendly or a drug store product.

On the other hand Maybelline New York, has targeted who are looking for budget – friendly
products. Mainly targeting people between the age of 13 – 24 years who don’t want to spend
more on make-up. Hence, the price of the product is also very affordable and can be called a
drug store brand.

Things done by the brand to stimulate customers to buy the product (offline)

M.A.C
 The brand wants to create a premium image so it is not available at every cosmetic shop
but only at the premium stores selling high value products.
 Either they have their own stores or sold in under the brand like Sephora or
Shopperstop, selling premium products.
 In a multi brand store they have a very big and exclusive space called the ‘M.A.C Studio’
here they place all their products. The space looks very classy , premium and high class.
 The saleswomen there are also very well trained and usually wear the same product.
 They are trained to talk to customers in way to make them feel the skin issues
customers have really need the product.

Maybelline New York

  The Brand has marketed itself as a pocket friendly brand and wants to be available to is
customers hence it has many more counters in comparison to M.A.C.
 You will find its counters in malls, displaying all the products. Usually the salesperson
emphasizes on the prices as its affordability is it USP.
 They display prices on big boards to attract customers.

Marketing Strategy

M.A.C

 As the brand wants to maintain the high status, the most common promotional strategy
of the brand is to be used by celebrities, models, actors. The product is used in photo
shoots, fashion events.
 The commonly don’t give out discounts on the products but give offers like:
Buy 2 full size products and get 1 full size product free.
Buy above Rs. 3000 and get 1 lipstick free.
 They believe discounts will decrease the value of the products.
 Other than this, they send their PR packages to luxury social media influencers who only
promote luxury brands.

Maybelline New York

 The brand usually gives out a lot of discounts like 25% off, purchase above 2500 Rs. And
get 500 Rs. off etc.
 They also give out a lot of free goodies like bags, makeup remover, nail paint etc.
 If they are launching a new product they would give out free samples.
 Sometimes few magazines and newspapers send the brand’s free samples to the
readers.
 The brand does a lot of social media marketing by sending PR packages to influencers
targeting young girls.
 They also run ads on instagram and facebook.

Competitors

M.A.C

Its competitors would include be all premium brands like:

 Hudabeauty
 Dior
 Channel
  Pixi
 Bobbibrown

Maybelline New York

Its competitors would include all budget friendly brands:

 Lakme
 Plum
 Loreal Paris
 Nykaa Cosmetics
 Kay beauty
 Colorbar

Report submitted by:

Vanshika Shah - IU2155550071

Shreya Shah – IU2155550064