2014). The reason for Maybelline holding the number one spot in the overall Share of Voice is due to the dominance on the media platform and desktop (which is where the majority of advertisers place the ads) (Competitors advertising landscape, 2014).
All three competitors channel mix is across the board, where media buying strategies have the use of ad networks versus direct buys, however statistics reveal that Revlon’s media buying strategy is somewhat more diverse than its competitors and comprises approximately 23 percent direct buys (Competitors advertising landscape, 2014).
Additional statistics show in regards to advertising that Revlon utilized the most banner ads and offered the most variety of ads at a staggering 83 unique banners followed by CoverGirl with 59 and Maybelline with 13 (Competitors advertising landscape, 2014).
Consumer Research
Research is an important tool to understand the consumer and market dynamics. In order to obtain vital information to create a successful marketing campaign, consumer research is essential with keeping your product relatable and to enable it to adapt to the environment.
Team Maybelline conducted three types of consumer research: Observations, in store interviews and an online survey. Each team member completed observations and in- store interviews individually across different cities in the U.S. The online survey was a collaborative effort with one survey sent to friends and family and also posted on social media.
Observations
Observations by the team members were conducted in mid-October 2016 in different cities throughout the United States.