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E-Commerce Supports Field Employees At Maybelline

E-Commerce Supports Field Employees At Maybelline. Carrie Law. History. Founded in 1915 Named after William’s oldest sister 1917 Cake Mascara 1932 available in stores (10 cents) 1920s introduced eyeshadows Great Lash in 1971. L’Oreal’s Acquisition of Maybelline. Bought out in 1996

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E-Commerce Supports Field Employees At Maybelline

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  1. E-Commerce Supports Field Employees At Maybelline Carrie Law

  2. History • Founded in 1915 • Named after William’s oldest sister • 1917 Cake Mascara • 1932 available in stores (10 cents) • 1920s introduced eyeshadows • Great Lash in 1971

  3. L’Oreal’s Acquisition of Maybelline • Bought out in 1996 • Changed Names of existing products • Changed color palette • Promoted ‘Urban American Chic’ • Sales jump from 1996 to today

  4. 1.) Hair Color (Redken) 2.) Hair Care (Garnier Fructis) 3.) Skin Care (Vichy) 4.) Color Cosmetics (Maybelline) 5.) Fragrances (Ralph Lauren) (5) Core Business Lines:

  5. Brand Portfolio • World leader in Beauty Industry • Grosses $12 billion/year • 10 Global Brands • Continuously looking for more acquisitions • Each marketed to different segments • Some brands/products marketed for specific ethnicities

  6. Competition • Self-Competition (fight themselves in order to beat un-owned brands) • Nivea • Oil of Olay • Clairol • Estee Lauder • Cover Girl

  7. Problem with Maybelline’s Information Technology • Field Reps equipped with an interactive voiceresponse (IVR) system

  8. Why IVRs are No Good • Paper surveys filled out at different stores • Then, reps had to translate the data into answers the IVR would recognize and accept • Call and punch appropriate numbers into phone in response to automated questions • Time consuming (a half- hour or more) • Inflexible • Headquarters received info too late

  9. Better than Fax/Mail • No cumbersome machine • No papers laying around • No file cabinet • Less time to travel • Guaranteed arrival • Data collected electronically with IVR

  10. Thinque’s Solution • Merchandising Sales Portfolio (MSP) system • Handheld PDA • Pen-based writing • Faster • More accurate • Flexible • Managers download schedules to reps

  11. Automatically uploads to SQL Server database at headquarters every evening by accessing corporate intranet via secured internet connection • Replaces inventory functions of the Electronic DataInterchange (EDI)

  12. Performs marketing analysis • Optimize merchandising and customer-service efforts

  13. Results • Managers respond much quicker • Forge stronger ties with retailers • Reduces amount of after-hours time • Better quality of life • Less employee turnover • More return on investment

  14. Going Wireless • Everything wireless is better • Won’t need a phone line to transfer data • More efficient use of resources • Improve, even more so, the timeliness of decision-making

  15. L’Oreal Company and its subset brand, Maybelline, have had great successes and will continue to do so with: • Improvements of IT • Market analysis • Research and development • Innovations • Diversified global brands

  16. Thank You!

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