The document discusses supply chain management for cosmetics company Maybelline. It provides an overview of Maybelline as the number one global cosmetics brand available in over 129 countries. It then examines Maybelline's sales, digital presence in India, target audience, and processes for logistics, procurement, sales, and managing demand and supply for retail outlets. A SWOT analysis identifies strengths like brand segmentation and innovation, as well as weaknesses, opportunities, and threats. The document also covers risk management and an example of Maybelline developing a new product for specific markets. Financial projections are given for the Indian brand Lakme.

1. S U P P L Y C H A I N
M A N A G E M E N T

2. Supply Chain Management
Slaves from Africa Sugarcane from India American drinking rum

4. ABOUT
MAYBELLINE
Maybelline New York is the number one global cosmetics brand and is available in
over 129 countries worldwide. Offering more than 200 products, Maybelline New
York combines technologically advanced formulas with on-trend expertise to create
accessible cosmetics with a cool, urban edge and a spirited style.
Sales
Maybelline
Lakme
1.3 Billion
Euros Digital
In
INDIA

5. 6
BILLION
PRODUCTS
2 ORDERS
PER
SECOND

7. • Analyze the trends with the help of Gen-z
• Analyze the primary locations of distribution
• Cover the target audience
“Be the demand of your own
supply”

8. FLOW OF LOGISTICS
Industrial Logistics Plant Procurement
International Logistics Oversee the procurement flow
Sales Logistics
Manage demand and supply the
retail outlets

9. SWOT ANALYSIS
Strengths
• Segmented Portfolio (International Brands)
• Innovation (3D technology)
• Quality (Customer Satisfaction)
• Advertising (Emotional Connection)
• Financial Performance (Vast Investment)

10. SWOT ANALYSIS
Weaknesses
• Heavy dependency on third party retailors
• Less control over brand image, consumer trends
• Hair care has been less dynamic
• Less dynamic in organic field
• Bad popularity due to usage of banned chemicals in
certain countries

11. SWOT ANALYSIS
Opportunities
• Focus on niche segments like anti aging and
men’s products
• Already developing but not in production
(Skincare)
• Natural/Organic Brands
• Clarisonic in China?

12. SWOT ANALYSIS
Threats
• Growing competition in emerging markets
• Growing counterfeit goods market
• Economic Recession

13. RISK MANAGEMENT
• Involves monitoring potential risk and ensuring
compliance with each link of the supply chain
• Being aware of the potential risk of being global
• Have a budget set aside for the risk of resiliency
• Shift risk of global supply chain to multiple
outsourcing partners with expertise
• Extensive market research based on unique
needs of customers in each region

14. Maybelline found out
that Japan and China
are tough markets for
lipstick. Women in
these countries tend to
prefer pastel colors
and glossy textures.
So the company
developed Water
Shine- a gloss effect
lipstick specifically for
those consumers.
(Whatttttttt!)

15. WHY?

16. LAKME – INDIAN BRAND
Financial Report
Particulars Original Data Prediction
Operating Revenue INR 100 Cr-500Cr 850 Cr
EBITDA 0.32% 10% (Startup)
Return on Equity 11.31% >25%
Total Assets 0.64% 0.64%
Fixed Assets -4.00% -4.00%
Current Assets -25.01% 49.08%
Current Liabilities 59.55% 65%
Trade Receivables 11.48% 25%

17. By
JAYASHREE B
II B.COM CA
312118018