MascaraNicole Hoffman, Jackie Mariotti,

Victoria Duprey, Josella Gist

Product Market Description●Mascara is used to make lashes stand out,

increase eyelash length, volume, and color of the eye

●We narrowed mascara into 4 Markets: ●Athletic Wear●Economical Wear●Nightlife Wear●Everyday Wear

Athletic Wear● Consumer Type: Athletic people ages 12+ who

work out

● Consumer Need: To have a mascara that won’t

smudge or run when they start to sweat

● Geographic market area: Plattsburgh, NY

Economical Wear● Consumer type: Consumer is a bargain shopper;

ages 12+

● Consumer Need: To have a product that works

but for a cheaper price than the rest

● Geographic market area: Plattsburgh, NY

Nightlife Wear● Consumer Type: People who go out at night ages

18+ ● Consumer need: To have a product that lasts

through the night, enhances their eyelashes and make eyes pop.

● Geographic market area: Plattsburgh, NY

Everyday Wear● Consumer Type: Workers or non workers looking

for a simple daytime mascara

● Consumer Need: To have a mascara that

enhances but not over the top

● Geographic market area: Plattsburgh, NY

Sellers Market Share● Everyday Use is

the more used and sold

● Due to similar qualities and features, people migrate to the economical mascara as well.

Product Lifecycle Analysis• Mascara as a

whole is in it’s maturity stage

• New brushes and formulas to increase lash length and volume are considered part of new product development

Profits

Competitive GridAthletic Wear Economical

UseNightlife Wear

Everyday Use

Product Mascara Mascara Mascara Mascara

Place Online, In-store (+)

Online, In-store (+)

Online, In-store(+)

Online, In-store(+)

Promotion Advertised by Professional Female Athletes, Brand Familiarity (+)

Brand Familiarity (+) but not the best performance; not heavily advertised (-)

Heavily shown on Nighttime TV, can include free samples(+), Brand Familiarity(+)

Heavily show on Daytime TV, can include free samples(+), Brand Familiarity (+)

Price Low Retail Price(+) $7.60 average

Lowest Retail Price(+) $3.25 average

Highest Retail Price(-) $10.99 average

High Retail Price (-) $9.00 average

Strength (+) Specific TM; longtime users

Loyal dependable users

Loyal dependable users

Appeals to whole market

Weaknesses (-) High competition Less advertising Smaller market High competition

Opportunity Constantly producing new items to sell

Constantly producing new items to sell

Constantly producing new items to sell

Constantly producing new items to sell

Threat Multiple types by different brands

Multiple types by different brands

Multiple types by different brands

Multiple types by different brands

Market Info

Total Population of Plattsburgh, NY: 19,898

Total population of potential mascara

users: 10,591

Total population of mascara users in

Plattsburgh: 6,871

Consumer Buying Process Activity Description

Step 1 Recognition of needs and wants The need for noticeable, long, volumized, full colored eyelashes

Step 2 External Information Search Ask reference groups what type/kind of mascara they use

Step 3 Internal Information Search Remember the mascaras you've used in the past

Step 4 Where to buy Determine where to buy the mascara

Step 5 External Information Search Go to retailer and search for the type of mascara that best fits your needs

Step 6 Evoked set Create an evoked set of prefered mascaras

Step 7 Evaluation of alternatives Compare and contrast evoked set and choose the best one for your budget

Step 8 Whether to buy determine if this purchase is worth the money

Step 9 When to buy Determine if now is a good time to spend the money

Step 10 How to buy Determine how to pay: cash, debit, credit, check.

Step 11 Purchase Buy the prefered mascara

Step 12 Post purchase behavior Decide if the mascara fits your wants and needs as much or little as you wanted

Step 13 Post purchase behavior Return or throw out product if it is not satisfying

Step 14 Post purchase behavior Recommend product and/or buy again if it is satisfying

Submarket Diagram Women who

exercise

Athletic

Professional athletes

Gym Members

Professional working women

Everyday

Stay At Home Mom Students

Submarket Continued

Socialites

Bartenders/Waitress

College Students

Nightlife

Low or Nonexistent

Income

Economical

Single Mothers

Students

Future Trends, Opportunities, and Threats in the Market