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A MAJOR PROJECT REPORT

ON
PERCEPTION OF CONSUMER TOWARDS MAYBELLINE LIPSTICKS

OF

BACHEALOR OF COMMERCE(2016-19)

SUBMITTED BY:

KRITIKA

ENROLL.NO.-50751488816

UNDER THE SUPERVISION

OF

DR. SUMAN YADAV

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

KAPASHERA NEW DELHI

AFFILATED BY:

(GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DWARKA,

NEW DELHI)

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CERTIFICATE FROM GUIDE

This is to certify that as per my belief the project entitled “PERCEPTION OF CONSUMER
TOWARDS MAYBELLINE LIPSTICKS” is the benefited research work carried out by
KRITIKAstudent of B.COM(H) (SEMESTER- 6TH), FIMT (Fairfield Institute of
Management and Technology), Kapashera, New Delhi in the partial fulfilment of the requirement
for the major project report of the degree B.COM(H).

(Signature of the Guide)

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ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an amalgamation of the

efforts, ideas and co-operation of number of entities.

I would like to thank FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

for giving an opportunity to work on a valuable project.

The completion of the project study that follows seemed to be a distant goal had it not been for
contribution of DR.SUMAN YADAV for allowing me to work on a very intrinsic part on
PERCEPTION OF CONSUMER TOWARDS MAYBELLINE LIPSTICKS. I thank her for
the ideas and basic concept he delivered and shared with me, as they helped me a lot in
accomplishing this project of mine.

Date:

Name: KRITIKA

Enrol. No.: 50751488816

Course: B.COM(H)

(Signature of the student)

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PREFACE

The project gives an insight of the telecom sector through Maybelline New York. It basically
helps understanding, the perception of consumer towards Maybelline. It helps us to know what is
the basis on which a customer chooses a particular brand when he purchases a new cosmetic.

The project will help to learn about the growing cosmetic sector in India. The research will also
bring to light what all factors a customer considers at the time of purchase of new cosmetic.

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CONTENTS

TITLE PAGE
S.NO NO.
1 Chapter 1- Introduction
• Introduction to cosmetic industry
• Introduction to Maybelline

2 Chapter 2- Review of Literature

2.1 Literature Review
2.2 About the topic
3 Chapter 3- Research Methodology
3.1 Objectives of the study
3.2 Research methodology of the study
4 Chapter 4- Data Analysis and Interpretation
5 Chapter 5- Findings and Suggestions
5.1 Findings
5.2 Suggestions
6 CONCLUSION
7 ANNEXURE
8 QUESTIONNAIRE

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CHAPTER-1
INTRODUCTION

INTRODUCTION TO COSMETIC INDUSTRY

Cosmetic products are mixture of natural substances or manufactured substances and offered to
consumers. Consumers buy cosmetics for cleansing, improving or altering the complexion, skin,

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hair and nail. Cosmetic products include beauty preparations such as make-up and skin cream as
well as grooming aids such as shampoo and deodorant. When herbs are used for their aromatic
and medicinal value in cosmetics, they are known as herbal or green personal care products.
Considerable evidence has accumulated that, regardless of cultural changes in its
meaning, beauty is an effective sell (Beausohl, 1994), in the case of makeup, it has
been suggested that in serving these various roles, it especially enhances facial beauty and value
(Graham & Jouhar, 1980).
John Keats English romantic poet quotes "A thing of beauty is a joy forever". The
Roman philosopher. Plautus. once wrote. "A women without paint is like food without salt."
Beauty and cosmetics was even appreciated in the olden days much before John Keats and
Platus.
Humans for time immemorial have used cosmetics, and industry is dominated by a
few major players (Kumar, Sameer, 2005), the archaeological evidences show that the essence of
cosmetics has begun before 4000BC. Even though the cosmetics were used in olden days they
have seen major developments in the last few decades of twentieth century. The olden methods
of preparation of cosmetics illustrate chemical ingredients no imagination was found on a
concept called green cosmetics or herbal cosmetics in the history. Study of the history reveals
that, herbal concepts are new beauty solutions contributing fast growth to the industry, in the last
decade of twentieth century. India is a country of contrasts with a population of over a billion
people. Over last couple of decades, Indian cosmetics industry has witnessed rapid growth, and
during the past few years it has witnessed strong growth and has emerged as one of the industries
holding immense future growth potential. As far as some of the revolutionary concepts are
concerned, like consumer consumption patterns, consumer behaviour and innovations in
products, the cosmetic industry has seen a magical metamorphosis.
Recent cosmetics business market analysis reveals that the cosmetics market in India is growing
at a rate of fifteen to twenty present annually, that is twice as fast as that of the U. S. and
European markets. Many international companies are now outsourcing cosmetics to India. The
growth rate in the cosmetics market reflects increased demand for beauty care products in India.
The rising demand for cosmetics shows the need for thorough study of cosmetics consumers
behaviour by marketers. Otherwise survival in the market would be difficult. The convergence in
consumer habits when it comes to beauty products around world has contributed to the growing

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demand of cosmetics. Cosmetics and perfume industry currently generate an estimated turnover
of US$ 250 billion. In order to consistently combine safety requirements and client demand, this
industry relies on continuous innovation and R&D investment both for product manufacturing
and for marketing.

After Real estate, cars and tourism the beauty and cosmetic industry known as the'beauty
economy', has become the fourth consumption zone. The world cosmetics and toiletries market
recorded a strong growth, passing fi-om 170 billion euros in 2001 to more than 250 billion euros
in 2010, increasing at an average of 5.5 per cent per year. This market has grown at an expected
average rate of 3 percent per year.

The Indian cosmetic market has outperformed world's leading cosmetic markets in
terms of growth in the recent past, it comprises of skin care, hair care, colour
cosmetics, fragrances and oral care categories. It has outperformed world's leading
cosmetic markets in terms of growth in the recent past. Today Indian colour cosmetics market
stands at $113.4 million and skin care at $346.9 million. The factors like influence of western
culture and higher disposable income have majorly conduced to the growth, and compensated the
impact of economic slowdown.
Taste and tradition of the middle class and higher strata of the society have change due to
increasing awareness of the western world and beauty trends and higher paying jobs. As a result
woman from such social strata are now more conscious of their appearance and is willing to
spend extra money on enliancing it fiirther. The change in cosmetic and skin care product
consumption is witnessed today due to rise in number of women, especially from the middle-
class population, having more disposable income. This actually has fiielled a growth in certain
product categories in the market that hardly was seen earlier. The colour cosmetics and sun care
products that have shown growth rates of 46% and 13% respectively over the past two years.
The main engine that fuels the demand for various cosmetics products in India is its urban
population. The crowning of three Indians as miss world and miss universe along with the
market liberalization process that began in 1991 have made Indian women conscious of their
appearance.
During nineteenth century the cosmetics made from chemicals were more vividly

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used, by replacing more expensive cosmetics made from natural ingredients, with the use of
chemicals. Nowadays, due to health aspect this trend has changed and has developed an altered
interest in natural ingredients, with consumers concerned about handling their bodies with care
and respect. The "herbal" market is still relatively small but fast growing, reflecting this new
trend. The global market for natural products reached more than 8.5 billion Euros and in 2010 it
grossed more than ten billion Euros.
Green purchasing behaviour is receiving much attention in the global marketing literature
(Balderjahn, 1988; Bohlen et al, 1993; Synodinos, 1990), and will continue to be important in
the fiiture. The green movements have become better organized via increased co-operation
across groups with diverse environmental interests (Dunlap, 1991; McGrew, 1993; Prothero et
al, 1994). Environmental groups have increased in size and power globally, both in developed
and developing nations (Prothero et al.,1994). Pressure group activity has led to the boycott of
products both for environmental and social reasons (Smith, 1990). In fifty years a “new era
environmentalism” can be expected as a result of four societal changes (McGrew,1993)
Using cosmetics has become a fashionable trend among women throughout the world because of
Egyptian queen Cleopatra who was known for her make-up. When Greek invaded Egypt, they
brought the technology of cosmetics back to Greece, and cosmetics were widely spread in
Europe from Rome. The technology of makeup skills began to prevail in French during the years
of 1700s, while Americans started to know it during the colonization period. Nowadays, the
cosmetics industry takes a great part in American consumer market that makes billions of U.S
dollars each year. Make-up skills result from the instinct of humanity to pursue beauty and it has
turned to be an art in peoples' life. Thus, cosmetics are a potential industry on the modern earth.
(Malholtra, Naresh K. and J. Daniel McCourt)
The consumer behaviour could possibly be changed by the current trend of consuming. Thus,
consumers' behaviour which comprises consumption information, customer demand, appraisal,
preference, action, contentment, etc. is being observed by the investigator. Despite our
differences we have one of the most important common factors among all of us and that is the
fact that we are all consumers. On a regular basis we use or consume food, clothing , shelter,
transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas.
As consumers we play a vital role in the health of the economy-local, national, and international.
The purchase decisions we make affect the demand for basic raw materials, of transportation, of

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production, of banking; also they affect the employment of workers and the deployment of
resources, the success of some industries and the failure of others. In order to succeed in any
business, and especially in today's dynamic and rapidly evolving marketplace, marketers need to
know everything they can about consumers-What they want, what they think, how they work,
how they spend their leisure time.

• INTRODUCTION TO MAYBELLINE

Maybelline is an American make-up brand which is sold worldwide and owned by French
cosmetics company, L'Oreal. The man behind in setting up the company was Tom Lyle Williams
who was a 19 year old entrepreneur in 1915. Williams noticed his sister Mabel applying a
mixture of Vaseline and coal dust to her lashes to give them a darker and fuller look. He adapted
the idea in his small laboratory and produced a product which was sold locally as ‘Lash-Brow-
Ine’. No doubt the product was a local hit, but the awkward name held back the product. The
legendary status in cosmetics industry gained by Maybelline has a story in which T.L. Williams
named his product as Maybelline because of her younger sister, ‘Maybell’ and Vaseline. In 1917
the company came up with Maybelline Cake Mascara, which was the first modern eye cosmetic
for everyday purpose. And later in 1960s, Ultra lash to make lashes look fuller, curvy and longer.

For almost every Asian girl’s life, short stumpy lashes are bane. They tend to point downwards
and smudge your mascara, they lack drama what foreign women’s winged wonders. Maybelline
was generally centered towards eye make-up products till 1960’s and later after acquisition, they
came up with various beauty products like pan cake, lipsticks and nail colours.

During 1960’s using eye make-up was also controversial, because of the usage and depiction of
eye make-up by actors in various films. Earlier eye make-up was just done for the negative role
in the movie so to give the character bad and evil look. This also affected the sales of Maybelline
which mainly popular of their eye make make-up. And this allowed Maybelline to grow widely.
After acquisition by L’Oreal, the brand was no0t just producing eye make-up but other cosmetics
like nail paints, lipsticks and pan cakes. And all of this made Maybelline to renovate their

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products and introduce products which will not just restrict any particular group or age but adds
variety to everyone make-up cases.

Maybelline brands were carried by major Chinese mass-market retailer, according to the
company’s website, reflecting the company’s commitment to bring beauty to women of all
incomes and cultures. They leveraged its relationship with L’Oreal and capitalized, that was a
trendsetting move by the company in comparison to latter reputation. Even now, it tries to appeal
to the mass market by offering wide variety of quality cosmetics at competitive prices.
Maybelline created its products in a simple and authentic way and concentrate on eye make-up
basically.

Maybelline’s brand is to give women a unique kind of New York Style to achieve their personal
best. Maybelline’s mission for beauty states that, there are no universal standards of beauty and
every woman has got her own it, which makes her beautiful, unique and special. Maybelline
celebrates woman spirit of individuality, and encourage her to pursue her dreams with confidence
and style.

The rise of Maybelline from a small mail-order firm to a global cosmetics business is impressive.
Despite the fact that the company is now called Maybelline New York, its early fortunes, like
those of Max Factor and the Westmore Brothers, were tied with the growing motion picture
business in California.

Tom Lyle Williams

Known by those close to him as Tom Lyle, the founder of Maybelline was entrepreneurial, hard
working, prepared to take advice, and loyal to friends and family. His good looks and ability to
get on with people were undoubtedly of great assistance. In 1912, aged 16, he moved from
Morganfield, Illinois to Chicago and got a job with Montgomery Ward, a long running mail-
order catalogue business. After experimenting on his own with a variety of mail-order ventures
he left Montgomery Ward in 1914 to concentrate on his own business. By then he had already
met and started a long-term relationship with Emery Shaver [1903-1964] who joined him in the

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venture. The following year he wired his sister Mabel to come to Chicago to help with the
business.

Maybell Laboratories

In 1915, Tom Lyle watched his sister Mabel fix her singed eyebrows using a mixture of Vaseline,
ash and coal dust, a trick she apparently got from ‘Photoplay’ magazine. Seeing an opportunity
for a product to sell through his mail-order business he used a chemistry set to produce a mixture
containing petrolatum (Vaseline), carbon black, cottonseed oil, and safflower oil that he hoped he
could sell. Unfortunately, when Mabel applied it to her lashes it ran into her eyes and stung them
badly.

Undaunted, Tom Lyle sought professional advice and commissioned Parke-Davis, a wholesale
drug manufacturer, to make a suitable product for sale. The result was a scented cream consisting
of refined white petrolatum along with several oils to add sheen. It did not contain any colouring
agent but it seemed to ‘brighten the eyes’ (Williams & Youngs, 2010, p. 22). He called the
product Lash-Brow-Ine, selecting the name partly because of its similarity with other eyelash and
eyebrow products already on the market; a decision that would result in difficulties later.

Lash-Brow-Ine was to be packed into small aluminium containers and sold through mail-order in
two sizes, at fifty cents and one dollar. Using money he got from his brother Noel to get this new
venture off the ground, Tom Lyle acquired product and packaging and placed an advertisement
for Lash-Brow-Ine in ‘Photoplay’ in 1916. As cash came in, it was used to place advertisements
in other magazines such as the ‘Pictorial Review’, the ‘Deliniator’, and the ‘Saturday Evening
Post’ and so the business grew (Williams & Youngs, 2010, p. 25).

Right: 1916 The first advertisement placed for Lash-Brow-line in Photoplay magazine.

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Advertising for the Lash-Brow-line claimed that it ‘nourished and promoted the growth of
eyelashes and eyebrows’. Tom Lyle was canny enough to suggest that you needed to use “two to
three small boxes before any marked improvement is noted”, thereby ensuring a number of sales
before dissatisfaction might set in. Pamphlet material that came with the product also suggested
it could be used to cure baldness. Although we would now consider these claims to be untrue, at
the time it was commonly believed that substances like Vaseline, olive oil and lanolin would
stimulate hair growth.

How to use “LASH-BROW-INE”

Take a little “LASH-BROW-INE” on the tip of the finger and rub gently over the Brows and
Lashes, always rubbing in the direction in which the hair grows. Be sure to rub well into the
roots, and then take a soft cloth and wipe around the Brows and Lashes, leaving the “LASH-
BROW-INE” only where you wish the hair to grow. To produce the very best results the very tip
end of the Lashes should be clipped every two months. The clipping should be done by another
person, using small manicure scissors, so as only to clip the tip ends. The Eyebrows should never
be clipped.

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CHAPTER- 2
REVIEW OF LITERATURE

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1)According to American Marketing Association, ‘Brand is a name, term, sign, symbol or

design or combination of them which is intended to identify the goods or services of one seller or
a group of sellers and to differentiate them from those of competitors.
2) Brand image refers to a set of attributes and associations that consumer connects to the brand
name.
3) Asker and Keller (1990) laid the foundations of brand extension models, finding that the
success and failure of a brand extension mostly depends on (1) the extent to which the skills /
assets, associated with making and the original product can be transferred to the extension
product category fit; (2) the observed quality of the core brand; (3) the
interaction between the core brand quality and the degree to which the original and extension
product categories either complement or substitute each other; (4) the perceived difficulty or
designing and making an extension product category.
4) Aaker (1991), a brand can stabilize business, fight competition, and helps customers to shop
with confidence. Once a customer has decided on a brand, it helps them becomes brand loyal,
generate referrals, continue to make repeat purchases, prefer it over the other.
5) Mitchell & Greatorex (1993) in their research found out that low level of trust can be
overcome and perceived risk of consumers can be reduced, if a brand is a respected brand.
• Lash curl. Top products include the award-winning Great Lash Big, Lash Stiletto, and
Volume' Express.

• Shadows: Eye Studio shadows are available in trios, and four pan color combinations to
customize the look that's perfect for you. Expert Wear offer a variety of looks for your
makeup palette.

• Liners: Eye Studio's Lasting Gel liner, and Define-A-Line Eyeliner make eyes pop! In
addition, Maybelline has liquid and waterproof liners for looks that last. Discover distinct
brows with Brush-On Brow colour or brow gel.

• Blushes: Fit me and Dream Mousse blushes and bronzers offer a healthy-looking, beautiful
glow in a variety of colours.

6) Broniarczyk and Alba (1994), the success of brand extension is a direct function of the
perceived similarity between the core brand and the new product, the quality of parent brand, the
strength of brand portfolio, and the support by the side of marketing.
Also, brand extension receives the corporate image of the firm that introduces the extension.119
7) David. A. Aaker & Jennifer L. (1997) have identified 5 basic dimensions that help to capture
the perceptual space of brands and they are sincerity, excitement, competence, sophistication,
ruggedness.
8) Bowen and Shoemaker, (1998): In their study, customers are critically important for any
business, especially when it comes to services industries. Thus, loyal customers behavior can be
studied by observing their behavior towards the services, offered which
include repeat purchases made, trying other product lines of the company, showing resistance to
pull off the competition, giving referrals, etc.

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9) Dubious, Laurent &Czellar, 2001 gave six dimensions of luxury brands.

These are:
1) Excellent Quality
2) Very High Price
3) Scarcity and Uniqueness
4) Aesthetics and Poly Sensuality
5) Ancestral Heritage and Personal History
6) Super flushness.
Branding is the result of image, created by the product in the market.
Branding = Product + Image
10) Parameshwaran, (2001) - Management thinkers strongly believe that the customer is the
king. The single most important job in marketing is the job of creating and retaining a customer
and the best way of creating and retaining customers is by building strong brands.
Now, what are Brands? Products? Enhanced Products? Products with names? In simple equation:
Thus, brand is much more than product. It is a mixture of physical product. It is a mixture of
physical product and the image, associated with the product. Advertising is a means of creating
that image in the mind of the consumer and lead to brand building. In case of services, brand is:
120
Brand = Product + Image
Brand = Services Received + Image
Branding is nothing but providing an identity and building a distinct image of a product or
service. It is all about differentiating an organization from its competitors.
Branding involves, creating a mental structures and helping consumers in organizing their
knowledge about product and services and help their decision-making process and at the same
time, provide value to the firm. In other words, branding is endowing products or services with
the power of the brand. Branding has become one of the strategic instruments of all business
today.
11) Rebekah Bennett and Lillian Bovet (2002), conducted research on identifying key issues
for measuring loyalty. Loyalty implies, consumers repeat purchase of the products. There are
various benefits of loyalty to an organization.These are:
_ Acquiring new customer is more costlier than retaining existing one
_ Loyal customers trend to be less deal prone
_ Loyal customers are likely to provide free WOM advertising referrals
_ Loyal customers will purchase additional products with less marketing efforts
_ Loyal Customers buy frequently and therefore, cost is less
_ Customer loyalty and employee loyalty to be positively correlated
_ Increased knowledge of loyal customer can be used to improve effectiveness of marketing
activities and negotiation with customers.
_ The problem in measuring consumer loyalty is what factors, determine loyalty, how to measure
consumer behavior which include attitude and behavior towards the product.
12) Luxury brands are defined differently by various scholars and researchers, Dubois & C.
Cellar (2002) Beveled (2004) explained luxury brands as a blend of various components. These
are:
1) Cultural
2) Marketing
3) Value Driven

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4) Endorsement
5) History
6) Product Integrity

13) David Gilbert (2003) - The Pyramidal model of a brand can be seen as below:
(Permanence core values, sources of inspirations or continuity and identity of the brand)
Evolution of technology Necessary adaption Customer life style
and Product to market change

Free Samples from Maybelline

If you are interested in getting free. Maybelline makeup samples, sign up for e-mail alerts for
new products on their website and you can receive samples of hot new cosmetic items. Check
ads in your favorite magazines as well, many of them offer giveaways for new or award-winning
Maybelline makeup products.

Features of Maybelline New York cosmetics:

There are many products under Maybelline and they are as follows:

Mascara

Lipsticks

Foundation

Eye liner

Kohl

Maybelline Colossal Volume Express Waterproof Mascara:

This Maybelline colossal mascara comes in two variants-one is waterproof and the other
washable, so you can choose accordingly. It adds volume to your lashes and makes them appear
fuller without clumping even when you apply 2-3 coats. It opens up your eyes and makes them
appear bigger too. The bristle of the wand make the application easy and the consistency is also
good i.e. neither too runny nor thick.

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Maybelline Lipsticks:

A girl can never have too many lipsticks, if I may say so. I love the feel of lipsticks against my
lips. I love how it can enhance my makeup or even lack thereof. A good lipstick can really do
wonder in making you look beautiful. But what I love is how it allows me to play with colours
according to my mood or occasion.

I'll wear natural-my-lips-but-better lipsticks when I'm at a meeting or when at work. While I
would reserve some corals and peach-y tone lipsticks for frolicking and vacation since corals are
so nice against tanned skin. During parties, dinner with friends and colder season, I'm seen
sporting pink lipsticks. For formal events and function, red is a fabulous color to partner with
almost any gown.

Maybelline Foundation:

Stay matte for 16 hours with this light weight, medium-to-full coverage. Now flawless skin can
be yours. Maybelline has sheer, medium and full coverage foundation for dry, combination,
normal or oily skin.

Maybelline Eyeliner:

Graphic details, smoky eyes and seamless winged effects — this is the moment you fall in love
with eyeliner. Explore liner looks and learn the basics with video tutorials and tips for our gel,
liquid and pencil eyeliners. Whether you’re looking for how to master your winged liner for a
classic cat eye or the best waterproof eyeliner, you’re right where you should be.

Maybelline Kohl:

There’s a whole new way to smolder with our cone-tip kohl eyeliner. This pigment-enriched
formula features precious oils for a creamy glide, which delivers easy definition all the way
around the eye. Ophthalmologist tested. Dermatologist tested. Fragrance free, suitable for
sensitive eyes and contact lens wearer

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CHAPTER- 3
RESEARCH
METHODOLOGY

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Problem statement of Maybelline:

Developing a successful strategy which would allow Maybelline gain a successful position on
the face products market. The mass cosmetic segment is growing 10% on average annually,
foundation is the 2nd largest segment in this area. There are three main competitors who have
established a strong position in this segment: Revlon (mature women), L’Oreal (women between
35-54) and Cover Girl (teenagers). The product is characterized by its lengthy purchase cycle,
higher price, independence of fashion trends and strong loyalty of the customers. Entering the
face segment by starting with the mainstream mature segment, going gradually to mature women
segment, which will involve some changes to be made in the overall Maybelline image since it is
mostly associated with younger audience and developing a successful product which would
compete with Revlon’s. The populations which are expected to grow the fastest in the US are
those of women above 14 years old (119 million by 2005) and mature women. Since the
Research and Development does not have any age defying solution ready at the time, the
younger women segment can be addressed with the already developed products. The company
has already loyal customers in this segment and has introduced some foundation products before.
The mature women segment is our ultimate target since it is this segment that uses more face
products. While penetrating the younger women segment, time should be spent on planning and
preparing the entrance to mature women segment. In the meantime the company should focus on
the younger women segment (it may take time to penetrate the segment for mature women, due
to company’s image and strong competitor in that segment).

Objectives of Maybelline:

• To create awareness about the brand with more focus on ‘Baby Lips Lip Balm’ and make
a unique and catchy engagement with Maybelline New York.

• To check the perception of Maybelline.

• To analyse the consumer buying behaviour.

• Are buying decisions get influenced by the brand popularity or brand personality.

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• To identify consumer satisfaction on consumption of the product.

• To determine the average level of customer preference towards Maybelline as compared

to other brands in the market.

• To assess the influence of interest rate, monetary policy rate, unemployment rate,
exchange rate, real GDP growth, employment and vacancy rates on commercial property
rental movements in Minna, Nigeria.

SAMPLE UNIT Young girls

SAMPLE SIZE 72
TYPE OF SOURCE Primary, secondary
TOOLS REQUIRED Pie charts, bar graph
SAMPLE AREA South Delhi
RESEARCH DESIGN Descriptive

Approach / Strategy adopted by Maybelline New York India:

• Millions of Maybelline New York Facebook fans were invited to contribute to ‘KISS’
song.

• Used Facebook application to source all the ‘kisses’ of the crowd.

• Generated curiosity amongst the Maybelline New York fans to know more about the
Baby Lips KISS song and represented the brand’s bubbly and peppy spirit through the
lyrics of ‘KISS’ song.

• Created India’s first and unique social engagement formula, crowd-sourced ‘KISS’ song.

• Created more awareness on Twitter platform using hash-tags.

Results Achieved by Maybelline New York India:

This campaign had received a tremendous response from the online community. The company
received more engagements and involvements from fans and followers on all major social media
networks. Here are the major achievements of this campaign. The Facebook fan count had

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reached over 2.1 million. Maybelline New York is an American cosmetics brand, which markets
its products around the world. The company launched its Hyper Sharp Liner in Hong Kong and
the product quickly became the brand’s No.1 liner. But Hong Kong’s cosmetics market had
become increasingly competitive, with the emergence of new players offering comparable
products, as well as competition from many other international cosmetics brands.

Maybelline decided to re-launch the Hyper Sharp Liner, through a one-month integrated
campaign, that would aim to leverage the increasing use of social media by the product’s target
audience. The campaign’s objectives were to push further Hyper Sharp’s position as “star liner,”
and encourage more consumers to use the product, to encourage the Liner Art Trend in Hong
Kong, and to deliver the “No.1 Liner” message consistently across different promotional tools.
Maybelline New York approached Sentia Brandtology to help it:

• Understand the effectiveness of the launch and clearly identify Maybelline’s position by
gauging changes in the amount of social media buzz about the Hyper Sharp Liner

• Evaluate Maybelline’s buzz share before and after the product’s launch, and in
comparison to competitors’ buzz shares

• Identify the sources of buzz about the Hyper Sharp Liner during the campaign and the
level of online influence of these sources

• Measure brand awareness and product perception across different promotional channels

Research Design :
It is descriptive cum exploratory and the quality of any research project will be enhanced by a
good understanding of the research design. This will inform your thinking and lay the foundation
for the design of a project. This topic will also introduce you to some key methodologies which
you may want to use. The key areas I will cover in this topic are a systematic approach to
research, elements of research design including the hypothesis and the research paradigm.

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The topic covers the initial stages of developing a research project report. It stresses the
importance of clear thinking and determining a direction at the outset.

If we agree that research is not a single thing but a process, we can then begin to appreciate that
research is an activity requiring a whole set of different actions. From the very beginning when
you identify a subject you wish to investigate, you will follow an organised and creative journey
which will result in the presentation of my findings. Each step of the process has its own
outcome and cables you to confidently move on to the next stage of the journey.

Sampling of Research:
Research studies are distinct events that involve a particular group of participants. However,
researchers usually intend on answering a general question about a larger population of
individuals rather than a small select group. Therefore, the main aim of psychological research
is to be able to make valid generalizations and extend their results beyond those who participate.
For this reason, the selection of participants is a very crucial issue when planning research.
Obviously, researchers cannot collect data from every single individual from their population of
interest, since this would be extremely expensive and take a very long time! So instead they use
a small group of individuals – called a sample. The sample is chosen from the population and is
used to represent the population. Researchers use sampling techniques to select the participants
for their sample – these techniques help to minimize cost whilst maximizing generalizability. So,
in this weeks blog I am going to be discussing the different sampling techniques and methods,
and considering the issue of sampling bias and the problems associated in research.

There are a variety of different sampling methods available to researchers to select individuals
for a study. Sampling method fall into two categories:

• Probability sampling: Every individual in the popula琀椀on is known and each has a certain
probability of being selected. A random process decides the sample based on each
individual’s probability.
• Nonprobability sampling: The population is not entirely known, thus individual
probabilities cannot be known. Common sense or ease is used to choose the sample, but
efforts are made to avoid bias and keep the sample representative.

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Simple random is an example of probability sampling. This is when a list containing all of the
population is created and used to obtain participants by random selection. This random selection
guarantees that each individual has an independent and equal chance of being selected. This
method is very fair, unbiased and easy to carry out. However, with simple random sampling there
is no assurance of complete representativeness of the sample. Another example of simple random
sampling is cluster sampling. This is when the sample is gained by the random selection of
clusters (pre-existing groups of individuals) from a list containing all of the clusters existing
within a population. Cluster sampling is often used to estimate number of mortalities in events
such as war and natural disaster¹. This method is easy for obtaining a large and relatively random
selection of participants, however, the selections lack independence.

Convenience sampling is a method of nonprobability sampling. With convenience sampling, the

sample is made up of individual participants who are easy to get. For example, Milgram (1963)
used convenience sampling in his famous study ². The participants were individuals who had
volunteered by responding to a newspaper article. Convenience sampling is easy to carry out, but
one large disadvantage is that the sample is likely to be biased. Milgram’s participants were all
male – which could be agued to be a biased sample. Finally, quota sampling is another method of
nonprobability sampling. This is when different subgroups are identified and participants are
selected through convenience from each different subgroup. For example, say a researcher
wanted to select a sample of students to participate in a study using a convenience sample but
wanted to ensure that an equal number of boys and girls were selected – quota sampling would
be the best method for them to use. This type of sampling can help to control a convenience
sample but may results in a biased sample, which would not be a good representative of the
wider population.

As I mentioned earlier, the goal of research is to study a sample of participants and then
generalize the results to the larger population. How far we can extend such results to generalize
to a population is dependent on how closely the sample resembles the population – the
representativeness. The main threat to representativeness is bias. A biased sample is one which
contains characteristics that are different from those of the population. This bias may happen by
chance, but usually is down to selection bias. Selection bias is when participants are selected in a
way that increases the probability of acquiring a biased sample. For example, if a researcher

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recruits participants from a gym, they are more likely to be healthier and fitter than the rest of the
general public.

As a research instrument I prefer different websites for research and public reviews also helped
me very much to do this research on Maybelline

Statistical Technique:

Statistics is an excellent introductory for the data interpretation. It covers the collection and
presentation of data, basic statistical concepts, descriptive statistics, probability distributions and
statistical texts.

The free spread sheet software open office is used through the text. Additional material on
statistical software more comprehensive explanations on probability theory, and statistical
methods and examples are provided in appendices.

Statistics is a branch of science that deals with the collection, organization, analysis of data and
drawing of inferences from the samples to the whole population. This requires a proper design of
the study, an appropriate selection of the study sample and choice of a suitable statistical test. An
adequate knowledge of statistics is necessary for proper designing of an epidemiological study or
a clinical trial. Improper statistical methods may result in erroneous conclusions which may lead
to unethical practice.

Okay, you have decided to prove that public school is better than private school, but now you
need to figure out how you will collect the information and data needed to support that idea.
There are two methods that a researcher can pursue: qualitative and quantitative.

Qualitative research revolves around describing characteristics. It does not use numbers. A
good way to remember qualitative research is to think of quality.

Quantitative research is the opposite of qualitative research because its prime focus is numbers.
Quantitative research is all about quantity.

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The quality and utility of monitoring, evaluation and research in our projects and programs
fundamentally relies on our ability to collect and analyze qualitative and quantitative data.

You’ve heard marketers talking about data-driven marketing and “Big Data,” and having learned
that many companies such as Facebook are using third party data, you sent out surveys and
collected tons of data in order to do some of that “data-driven marketing” you’ve heard so much
about. However, data is useless if you don’t know how to analyse it correctly and effectively.

Since market research plays a big part at I acquire, there is always a bunch of data collected to
learn about the market. As an analyst, I won’t let myself “drown” in the data. There are two
secrets for this. First, I use the “backward market research method.” I have clear objectives
before collecting the data and collect the data accordingly. After the data is collected, I think
about what possible findings and conclusions I can get and analyse the data based on the possible
outcomes. Also, I get familiar with the data analysis techniques available. In this blog post, I will
introduce to you the seven most common and useful data analysis techniques for survey analysis,
and then walk you through their processes in Excel.

It is best to use pie charts when you want to show differences within groups based on one
variable. For example, in order to show the significance of age on sales, you can break down the
sample group into different age groups. It is important to remember that pie charts should only be
used with several parts that combine to make up a whole. According to your need, you can
choose different kinds of pie charts to analyze data as shown by the following table.

Simple Pie Chart

Used to compare the numbers or sizes between different

parts.

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Percentage Pie Chart

Provides comparison of different parts in percentage form.
Offers proportional relationship between different parts as
well as the relationship between a certain part and the
whole.

Multi-pie Chart
Offers an overview of the whole and its integral parts. Also
shows more details about one specific slice.

Exploding Pie Chart

Suitable for highlighting a particular slice (usually the
most important slice) by separating it from other

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CHAPTER-4
DATA ANALYSIS AND
INTERPRETATION

1. Do you use the lipstick?

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YES SOMETIMES
61% 30.5%

INTERPRETATION:
In this pie chart it shows that 61% women use lipsticks and 30.5% women use lipstick
sometimes. So it concludes that maximum no. of women wear lipstick.

2. Which company’s lipstick do you like?

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LAKME MAYBELLINE
24.1% 66.3%

INTERPRETATION:
This pie diagram shows 66.3% of women use Maybelline brand and rest of them uses Lakme
lipsticks.

3.Why do you use the lipstick of a Maybelline Brand?

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GOOD QUALITY CHEAPER RATE ANY OTHER

79% 7.4% 9.9%

INTERPRETATION:
In this interpretation we can see that mostly women see quality in lipsticks of a particular brand.
Like in the above pie chart 79% women uses lipsticks of good quality. 7.4% people choose
lipstick of cheaper rate and 9.9% women chooses any other option.

4.On which occasion do you use the lipsticks?

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SOMETIMES DAILY NEVER

65.9% 24.4% 8.5%

INTERPRETATION:
Above pie diagram shows that 65.9% of women use lipstick not on daily basis but sometimes,
but 24.4% of women use lipstick on daily basis. And 8.5% women doesn’t use lipsticks.

5. Which flavour of Maybelline lipstick do you like?

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STRAWBERRY PEACH CHOCOLATE ANY OTHER

30.5% 37.8% 13.4% 18.3%

INTERPRETATION:
This pie diagram explains the flavour of lipstick women like so 37.8% women like peach flavour
in Maybelline lipsticks and 30.5% women like strawberry flavour, 18.3% women like any other
and 13.4% like chocolate flavour.

6. From where you purchase the Maybelline lipstick?

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STRAWBERRY PEACH CHOCOLATE ANY

OTHER
30.5% 37.8% 13.4% 18.3%

INTERPRETATION:
So from where you purchase lipsticks? Above response shows that 37.8% bought lipsticks from
malls, 23.2% women purchase from any other source, and 19.5% women purchases from
departmental store and general store.

7. How you use started the use of Maybelline lipstick?

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BY SEEING T.V. BY SEEING POSTERS ANY OTHER

50% 6.1% 43.9%

INTERPRETATION:
Above pie diagram states that maximum females influenced by seeing TV ads to use lipstick and
6.1% women by seeing posters.

8.How much money do you spent on purchasing Maybelline lipstick?

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100-150 ABOVE 150

26.8% 65.9%

INTERPRETATION:
65.9% women spend above rupees 150 to buy Maybelline lipstick and 26.8% spend 100 to 150
rupees to buy lipstick.

9. Services provided by our company are?

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GOOD AVERAGE EXCELLENT

65% 13.8% 17.5%

INTERPRETATION:
65% women sees Maybelline New York services as good and 13.8% women thinks that the
services provided by Maybelline company is average while 17.5% women thinks that services
are good of Maybelline company.

10. What do you think about Maybelline liopstick packaging?

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FANCY SIMPLE SMART ALL OF THE

ABOVE
13.4% 19.5% 43.9% 23.2%

INTERPRETATION:
This pie diagram shows that 43.9% women sees Maybelline packaging as smart but 13.4%
women sees packaging of Maybelline as fancy.

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CHAPTER- 5
FINDINGS AND
SUGGESTIONS

FINDINGS OF MAYBELLINE NEW YORK:

• As males are more than females, the use of cosmetics would be certainly less.

• It is also observed that as Hindus are more in number, the use of cosmetics also will be more.

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• It is inferred that when less qualified persons are more, the use of cosmetics by them will also be
less.
• The distribution of agriculturists and non-agriculturists is in the ratio of 4:1

• From the consumers view points, the brand preference of powder is also observed.

• They have a strong brand loyalty and preference for certain cosmetics.

• Advertisements can be powerful potent instrument in cosmetic marketing.

• There is a good segment basis on price and quality

• Rural consumers are more quality conscious.

SUGGESTIONS OF MAYBELLINE NEW YORK:

• In order to improve the demand pattern of cosmetics, the channel of distribution should
be effective.
• They should be advisers to retailers on the shop arrangement.
• They should keep an eye on the competitor’s product as well.
• The cosmetic market becomes more complicated and competitive. So the display of
cosmetic must be attractive.
• Cosmetic shops specially in urban areas should reduce their promotional expenditure,
which will be high due to cut-throat competition.
• Cosmetic sellers both in urban and rural areas should try to sell good quality cosmetics at
reasonable cost and avoid selling of inferior quality which affect the skin of another parts
of human beings.
• Government should levy reasonable excise duty. The excise duty levied on cosmetics is
very high.
• Advertisement has a significant influence in the demand inducement of cosmetics.

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CHAPTER- 7
CONCLUSION

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After compiling this minor project report, we can assume that Maybelline has a strong corporate
identity. Within the pages it describes how Maybelline uses globalization, diversity, advertising,
and women to build its identity. First, we noticed the metaphor used when discussing Maybelline
as the cosmetic brand. Almost every continent has a Maybelline company within its respective
countries. Maybelline produces a wide range of beauty products and because of the many
different brands , it stands apart from companies who only have one product to sell. Furthermore,
because Maybelline is global it recognizes that beauty is not one-sided and incorporates products
for people of different color and texture. This effective use of diversity makes the consumer feel
as though they can relate to this company more than others. This builds trust and unity with the
company and its audience. Not only is diversity shown within their brands, but also in their
advertisements which again shows that Maybelline cares about its target audience. On the other
hand, the role of women within the company shows that Maybelline has good ethics, such as
building a program for women in science and offering career options for women who are under-
privileged. Due to all these reasons, Maybelline is a strong company that represents global
beauty.

BIBLIOGRAPHY

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• Kothari, C.R. Research Methodology, 3rd edition, 1997, Vikas Publishing

House pvt. Ltd, New Delhi
• Wortman, Max (Jr.) “Entrepreneurship : An integrating Typology and
Evaluation of the Emperical Reseach in the field”, Journal of Management,
Vol.13(2), 1967, pp- 259-279
• Corvallis, P. (2004, April 8). Development threatens Farmland. Mesilla
Valley Bulletin, A3.
• Fellon, B. (2004, May 6). Cosmetic, 16-36
• Willis, Roy, ed. Ben Franklin’s Amazing Life. New York: Holt, 1996. Print.
• Mann, Denise “Cosmetic Industry” . Special Report
www.yurcosmeticguide.com

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QUESTIONNAIRE

I am Kritika distributing a national survey with the goal of learning more about women and their
attitude towards lipsticks. The answers you provide will be strictly confidential and will be used
for research purpose only! Please enter your email address at the end of the survey.

NAME:

AGE:

ADDRESS:

MONTHLY INCOME:

MAYBELLINE LIPSTICKS

• Do you use the lipstick?

Yes ( )

No ( )

Sometimes ( )

Never ( )

• Which company’s lipstick do you like?

Revlon ( )

Maybelline ( )

Lakme ( )

Oriflame ( )

• Why you use the Lipstick of a Maybelline brand?

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Good Quality ( )

Cheaper rate ( )

Expensive ( )

Any other ( )

• On which occasion do you use the Maybelline Lipstick?

Daily ( )

Sometimes ( )

Never ( )

Any other ( )

• Which flavour of Maybelline Lipstick do you like?

Peach ( )

Strawberry ( )

Chocolate ( )

Any other ( )

• From where you purchase the Maybelline Lipsticks?

Departmental Store ( )

Malls ( )

General Store ( )

Any other ( )

• How you use started the use of Maybelline Lipstick?

By seeing T.V. ( )

Reading newspapers ( )

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By seeing posters ( )

Any other ( )

• How many money do you spent on purchasing Maybelline Lipstick?

Below 50 ( )

50-100 ( )

100-150 ( )

Above 150 ( )

• Services provided by our company are:

Good ( )

Average ( )

Excellent ( )

Bad ( )

• What do you think about Maybelline Lipstick packaging?

Fancy ( )

Simple ( )

Smart ( )

All of the above ( )

• MAYBELLINE sounds?

Disgusting ( )

Good ( )

Very good ( )

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Classy ( )

• Would you like our brush which is fitted in the back of Maybelline Lipsticks?

Yes ( )

No ( )

• Which texture do you prefer in Maybelline Lipsticks?

Buttery ( )

Matte ( )

Glossy ( )

All of the above ( )

• Do you like our product?

Yes ( )

No ( )

• How much would you like to rate our product?

3 stars ( )

4 stars ( )

5 stars ( )

2 stars ( )

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