Assessment Exercise 1 Brief: Maybelline case analysis report Task: Case Analysis Scope: Individual written report The case study for this assessment is Maybelline and will be posted on the class website. For this case, you should review all information presented. Then consider the scope of each question below. These questions address topics related to the strategic direction and development for the Maybelline brand franchise. Each question should be addressed individually, developing a strategic point-of-view as if you are in the role of Victor Wosk, marketing director for face cosmetics. Question topics: 1. What is the strategic product/market structure for cosmetics? How is it segmented? In the context of this market framework, how would you define rational/emotive ‘reasons-to-buy’ in each segment? Lastly, to ‘switch’ brand consumers from one segment to another, what brand benefit transfer would you create? In other words, what is the logic for Maybelline loyalists to buy across categories/segments? 2. What new product form and function would you recommend for Maybelline and why? Develop and discuss a recommendation with supporting evidence from the case information. Specifically consider the three new product technologies as presented – luminous, super-moisturizing and transfer-proof. 3. Reflecting upon Maybelline’s past product ‘failures,’ would you describe the issue/s as more strategic or executional? Discuss your opinion with a rationale which addresses the core challenge facing the Maybelline business franchise.