Marketing Mix - Marketing Mix Product To their customers...

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Marketing Mix Product To their customers, Max Factors sells hope and beauty by offering makeup at their makeup counters along with the services of a beauty adviser. That is, when consumers purchase makeup products, they are purchasing the hope and idea of being as glamorous as a supermodel. The physical product is makeup in which Max Factor offers several product lines in each of the makeup segments: faces, eyes, lips and nails. This product portfolio offer allows women to select makeup products that have the same brand (and perhaps complementary colors) and therefore the customer can expect the same quality and brand associations. In addition, the products are named according to the effect that the makeup is intended to have, for example “2000 calorie” for” fat lashes”. We note, however, that the product names are in English, which we believe may confuse some customers in the emirates market, or may not send the intended product name message. The product also tries to convey an element of innovation, or a continuous improvement of the physical product in order to benefit the customer. The message is that Max factor brings professional beauty and products to the consumer by improving their products based on makeup artists’ recommendations. As mentioned earlier, innovation is a long-standing tradition at Max Factor and stared with Max Factor’s pantone foundations, false eyelashes, and wigs. In order to get a better understanding of the total Max Factor product, we visited Max Factor stands at Sephora and CenterPoint, talked to customers, and purchased a stick of Max Factor lipstick. We found that in addition to the makeup itself, Max Factor offers their makeup in stand designed that Max Factor that complements the glamorous, supermodel feel. The stand follows the chic and modern look of Max Factor using black colors and bright lights along with the Max Factor logo. Along with this ambiance, a Max Factor representative is present in order to provide beauty advice to customers as well as to build a relationship with frequent customers. We learned that the beauty advisers keep a database of frequent customers in order
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