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Maybelline New York, how to grow in Portugal?
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This document consists of a market research on the Portuguese make-up market, and more
specifically on the brand Maybelline New York. The purpose of this project is to understand the
consumers’ feelings / opinions regarding this brand, in order to suggest possible strategies for
Maybelline to grow in Portugal. The marketing research for this work started with an exploratory
research (15 in-depth interviews), followed by a quantitative research based on a pre-arranged
questionnaire (90 respondents). The main findings were that Maybelline NY is one of the make-up
brands with strongest awareness. However, the majority of the respondents do not recognize
themselves in this brand, it is associated with “exaggeration”, and this leads the interviewees to think
that it is not adequate for Portuguese women. Finally, besides all make-up-related products, the
respondents believe that Maybelline should extend to treatment products, especially face treatment.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Maybelline New York Make-up Market penetration strategy Product development strategy