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Assessment Task  Advanced Business Communication

Executive Summary

The report discusses the communication associated with the hyper-sharp liner in the city of Hong Kong. The report elaborates the promotional communication used by the organization along with the communication part that the company should consider. The report also highlight the communication channel used by the organization in order to communicate with the stakeholders. The report ascertain the organizational receivers associated with the communication channel used by the organizations in order to communicate with the receivers. The report discusses the reasons for failure in promoting the hyper sharp liner and suggests some recommendations for the same.

Table of content

Introduction
Maybelline promotional communication
Reasons for failure
Communication with the stakeholders
Organizational receivers
Communication channel used by the organization
Reasons for failure
Recommendations
Conclusion
References

Introduction

Maybelline New York is known by the name of an amazing brand associated with cosmetics having a wide range of products distributed across the globe (AMEC, 2019). Maybelline New York launched a Hyper Sharp liner in the city of Hong Kong (AMEC, 2019). But due to the cut-throat competition in the market, the product does not succeed much. So, Maybelline decided to relaunch the same product in the same market (AMEC, 2019). Maybelline used an effective promotional tool namely essential Brandtology to measure brand awareness in the market of Hong Kong.

Maybelline promotional communication

Maybelline is using the social platform to promote the liner art show. Apart from this Maybelline is also using bloggers in order to search the key terms. Maybelline is also using various video channels in order to promote the eyeliner that channels used are given as follows.

  • She.com
  • The Zytle.com
  • Youtube.com

After reviewing the case study, it has been ascertained that the Maybelline is mostly using the social platform for the promotion that can only target a small segment. In order to target the large segment for the promotion, Maybelline should use systematic communication channels that are given as follows
Selling to the medium size retail stores (Design Hill 2019).
Contact with the distributes
Online sales generation with the help of the website.
Contact with the independent sales representative.
Participation in trade shows.
Expert product review.
Distribution of flyer to provide information regarding the product (Design Hill 2019).
Communication with the stakeholders
Maybelline communicate effectively with the stakeholders in the following ways
Maybelline sends the presentations, decks as well as other material before conducting the meeting with the stakeholders (Social samosa, 2019).
Maybelline communicates with the external holders with the help of social media platform as well as with the help of video channels.
Maybelline is using the following social platforms in order to communicate with the stakeholders

  • Blogs
  • Facebook
  • News
  • Twitter
  • YouTube (Social samosa, 2019).
  • The stakeholders associated with the Maybelline are given as follows
  • Owners
  • Customers
  • Shareholders
  • Suppliers
  • Managers
  • Community
  • Staff and employees
  • Organizational receivers

Customers are the receivers with whom the organization wants to communicate (AMEC, 2019). There are two ways that have been used by the Maybelline in order to communicate with the receivers

  • Offline mode
  • Online mode

According to the given case study, the customers are conservative that and reluctant to try the new makeup look. Consumers do not have knowledge regarding the new look after using the hyper-sharp liner. Customers are not certainly open to trying new things (AMEC, 2019). Therefore, the customers are defined as the receivers with whom the organization wants to communicate.

Communication channel used by the organization

The most appropriate channel of communication used by the organization is iSentia Brandtology social digital monitoring system. The system helps to conduct the research on major platforms that are given as follows

  1. Blogs
  2. Social networking services
  3. Microblogs
  4. Video
  5. Review sites

The iSentia Brandtology system effectively communicates with the receivers and assists in filtering the credible sources of different media channels (AMEC, 2019). The organization has also used the Alexa ranking and research on the channel buzz volume in order to the most valuable platform for the Maybelline (AMEC, 2019).

Reasons for failure

Maybelline fails to promote the Hyper Sharp Liner in the city of Hong Kong due to the following ways

  • Inefficient research associated with customer demand and market.
  • Rigid behavior of the consumers in Hong Kong
  • Reluctance of the customers to look different
  • Recommendations
  • The Maybelline should use other platforms also in order to promote the Hyper Sharp Liner in the city of Hong Kong.
  • Maybelline can use other quantitative research tools to ascertain market research.

Conclusion

The report concludes the Communication associated with the Hyper sharp liner. It highlighted the promotional communication used by the organization along with the systematic communication that an organization lacks. The report put some light on the stakeholder communication practiced by the organization. It ascertains the customers as the organizational receivers and the communication channel used to interact with the receivers. In the end, the report highlighted the reasons for failure in promoting the hyper sharp liner in the city of Hong Kong.

References

AMEC. 2019. Hyper Sharp Liner Maybelline New York. online. Available at https//amecorg.com/case-study/hyper-sharp-liner-maybelline-new-york/Design Hill. 2019. 10 Marketing Tips to Promote Your Cosmetic Brand Effectively. online. Available at https//www.designhill.com/design-blog/10-marketing-tips-to-promote-your-cosmetic-brand-effectively/Social Samosa. 2019. Social Media Strategy Review Maybelline India. Online. Available at http//www.socialsamosa.com/2014/05/social-media-strategy-review-maybelline-india

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