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Consumer Decision Journey for Maybelline, Active Evaluation, SHANYA - A…
Consumer Decision Journey for Maybelline
TRIGGERS
TOUCH POINT 2: ONLINE WEBSITES
Touch Point 1; Shopkeeper trying to sell the brand.
Nykaa big Day cosmetic sale
HER FRIENDS TALK ABOUT THE BRAND
TOUCH POINT 10: BLOGS
TOUCH POINT 11 :INFLUENCER MARKETING
TRENDS OOF NUDE LIPSTICK
FAMOUS BRAND SO TO FIT IT FRIENDS CIRCLE
TOUCH POINT 9: WORD OF MOUTH- SOCIAL CIRCLE/ COLLEGE FRIENDS
Bestfriend/Sister using the same brand
want to experiment new brands
Discounts/offers
TOUCH POINT 3: TV ADS
TOUCH POINT 12: Display ads on google website
Maybelline running a contest for new consumers
Alia bhatt being the brand embassador of this brand
TOUCH POINT 7:Youtube Ads
She loves makeup
TOUCH POINT 8 :Free testers at mall
TOUCH POINT 13: Magzine editorials
Touchpoint 100 :Exciting Packaging
Saw someone wearing that shade
TOUCH POINT:6 Research on google
Affordable price
Daily usage of lipstick
College doesn't allow loud lipstick so nude one are best
TOUCH POINT 4:Billboard
Touchpoint 19: Saw the product on E- mail marketing
It is a soft lipstick with moistorizer
Testimonial of young girls for the brand
TOUCH POINT 5:Attractive feed on Instagram
Not happy with the product she is using
Impulsive buying
Loves to shop
Toucpoint : 30 Someone gifted her the product before
TOUCH POINT 15: Newspaper
TOUCH POINT 18: Spotify Ads
TOUCHPOINT 20: FACEBOOK ADS
TouchPoint 28: Fancy ad on the bus
Touch Point 54 : Ads on Radio
TouchPoint 55 : Pamplets that are distributed in Malls
TouchPoint 63 : Easy availabilty on retailers and even general stores in INDIA
TouchPoint 64: Huge variety of colour options
TouchPoint 66 : Collaboration during corporate events
TouchPoint 67: Collaboration in fashion shows
TouchPoint 68 : Collaboration in Award function events
TouchPoint 69 : Collaboration in TV events
TouchPoint 70 : There sensitive attitude towards environment cause
TouchPoint 78 : Normalising mens makeup
TouchPoint 83 : Nautral organic product launch
TouchPoint 85 : Online workshops during pandemic
TouchPoint 86 : Very sophisticated advertisements
TouchPoint 98 : Brand name used in the movies
TouchPoint 99 : Trusting the parent company
Post purchase Experience
Cost Satisfaction
Satisfied after using the product
Show off among friends
Justification why she used the product
TouchPoinnt 51 : Suggesting to other people
Good Experiience
Bad experienc
The product is exact how was promised
Thinking of buying the product again
How it looks on the face
Positive image created of the brand
Negative image created of the brand
Want to purchase more products of these brand
Comparing with previous brand that she was using
Researching of alternative brand
Touch point 47 : Brand asking for feedback on mails
TouchPoint 52 : Add story or post on Instagram with the product
TouchPoint 53 : Regular discounts offers on mail by maybeline
Touch Point 71 : Providing testmonials to the brand
TouchPoint 72 : Using hashtages of maybeline while posting
Touch Point 73: Making reels with the product
TouchPoint 74: Getting newsletters every month
TouchPoint 75 : Actively participating in Social Media challenges
TouchPoint 89 : Endorsing the brand
TouchPont 90 : Download the maybelline app
Initial Consideration set
fancy package
TouchPoint 62: Sampling
TouchPoint 24:Limited options when in the store
Features of the product
TouchPoint 21 : Retailer Influencing
Touch Point 23 : Online Reviews on Quora
Touch Point 22 : People giving Reviews online
Costing
How well is the advertising campaign
Discussion with Friends on brands
Touch Point 25 : Amazon website Ads on website advertising
TouchPoint 26: Online e-commerce site options
TouchPoint 27 : Someone imprtant is using the brand
TouchPoint: 29 Facebook suggestion to follow Maybelline page
Touchpoint 33: Youtube review video by Influencers on Maybelline
TouchPoint 60 : Maybelline virtual try on tool
TouchPoint 61 : Personalised products for everyfemale skintone
TouchPoint 65 : New fresh collection during every festival
Touch Point 76 : Products for evey age of female
TouchPoint 81 : Customized colour pallets
TouchPoint 82 : constant communication with the audience
Active (short listing)
Availability in market
competitors selling same product range
Moment of Purchase
TouchPoint 34: Good customer service
Cash payment
Online payment
TouchPoint 35: Service at store
Rude Salesman
Damaged product
Hidden Tax
Familiar Brand
Display on stores
Disturbance from other buyers
Long ques on store for payment
TouchPoint 36 : POS Ads
TouchPoint 37 : Ad on Changing rooms in Mall
TouchPoint 38 : Salesman suggesting more products of brand
TouchPoint 39 : Makeup Artist attending customers for free trial of the product
TouchPoint 40 : Seeing product on the racks
TouchPoint 57 : SHOP NOW on INstagram
TouchPoint 58 : Buying Through facebook market
TouchPoint 59 : Buying from e- commerce sites
TouchPoint 77 : Discount during purchasing from big retails
TouchPoint 80 : Customized packaging
TouchPoint 88 : Seasonal sale in the alls
Loyalty Loop
The overall experience
Excellent
Not upto the expectation
TouchPoint 48 : Maybeline tutorial video
Value for the product
Happy and satisfied
In love with the product
Switch to another brand
TouchPoint 91 : Mouth Publicity
TouchPoint 95 : Stick to maybeline for years
Repurchase
TouchPoint 46 : Add to cart the new products before launching
Frequent buying
Increase the quantity of buying
TOUCH POINT 47 : Attending Maybeline workshops when invited by the brands
TouchPoint 49: Checkout website blogs for more information about makeup
TouchPoint 50 : Follow brand embassador of maybeline
TouchPoint 92 : Wait for your usual product to come in market if not available
TouchPoint 93 : having a trusting relation with brand
TouchPoint 94 : Inviting mabelline makeup artist for weddings and special occasions.
TouchPoint 96 : Oder through Maybeline app
Proof of loyalty
Gifting to friends/relatives
using other products of the brand
TouchPoint 43:Writing good comments on Quora
Touch point 42:Follow on social media
TouchPoint 41:Tabs on new product launch
TouchPoint 44 :Tag the brand on social media
TouchPoint 45 :Provide feedback to the brand
Active Evaluation
TouchPoint 56 : Suggestion from makeup artist during the salon appointment
TP: 3 E-MAIL AND SMS communication from the brand
Competitor Product Range
TouchPoint 31 : Price comparison
QUALITY OF PRODUCT
DURABILITY OF PRODUCT
PRODUCT TRUST IN THE MARKET
TouchPoint 32 :PROMOTIONS On Social Media
TouchPoint 32 : Adding on cart on ecommerce websites like amazon and filpkart
TouchPoint 33:Seeing posters on Shopperstop
TouchPoint 97 : Group discusiion with your girl gang
SHANYA - A 21 YEARS GIRL FROM MUMBAI