Marketing Audit the Following Marketing Essay

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Maybelline positions itself as the most innovative make up producer. The company has strengthened its position on the international market due to the sales force ensured by L'Oreal, who acquired Maybelline. Astor positions itself as a high quality make up producer.

Customers

The main customer segment is represented by women aged between 20 and 35 years old. These customers have a medium income and medium to high education. They have a modern lifestyle, and are interested in the life of celebrities they admire. They are interested in fashion, and in cosmetics products that present new characteristics. They are oriented towards make up products of higher quality, but have an average budget.

Another customer segment addressed by Rimmel London is represented by teenagers that are interested in make up products that provide a satisfactory relationship between price and quality.

Marketing Strategy

The company's marketing strategy is based on providing good quality products at average prices.

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This is because the customer segments targeted by Rimmel cannot afford to pay high prices for such products, while ensuring that the quality of the products that want to purchase is at least satisfactory. Another strategic option for Rimmel is represented by the wide variety of the company's range of products.

As mentioned above, the customers addressed by Rimmel are interested in the life of celebrities that they admire. Therefore, Rimmel promotes its products with the help of important celebrities like Kate Moss, Sophie Ellis Bextor, and Zooey Deschanel. It seems that this is a successful strategy for Rimmel, given the company's increased sales on the national and international markets and customers' opinion on the products of the company.

Reference list:

1. Products (2010). Rimmel London. Retrieved October 10, 2010 from….....

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