TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | ADAPTATION OF THE MARKETING MIX TO THE BRASILIAN MARKET: A CASE STUDY OF MAYBELLINE NEW YORK | ||||||||||||
| Autor(es): |
MARCELLA PEREIMA CONDE |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 27/JUN/2017 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=30389@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=30389@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.30389 | ||||||||||||
| Resumo: | |||||||||||||
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This study contributes to the adaptation and standardization literature through the Maybelline New York analysis of the marketing mix (product, place, price and promotion) adaptation to the Brazilian market . Maybelline New York is part of the L Oreal Group , which has an adaptation strategy in the Brazilian market through the Innovation and Research center. The brand is in the Brazilian market since 1997 and follows the same strategy the L Oréal Group. Maybelline seeks to adapt the marketing mix in order to get closer to the target market. In the present study interviews were conducted with seven brand employees and a former employee to understand this adaptation strategy and analyzes them according to the theory.
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