INTRODUCTION This project will cover the marketing mix for CoverGirl. Marketing mix refers to the unique blend of product, place (distribution), promotion, and pricing strategies designed to produce mutually satisfying exchanges with a target market (Lamb, Hair, McDaniel, 2013.page 39). I will discuss these four strategies and how CoverGirl blends them together to sell their products. I choose CoverGirl because this is a product that I use on a daily basis, and can be found almost anywhere. PRODUCT Definition- Is defined as everything, both favorable and unfavorable, that a person receives in an exchange (Lamb, Hair, McDaniel, 2013). Positioning- CoverGirl  products are perceived as clean, fresh, natural, approachable, and are intended to be easy to use. They create a natural and beautiful look with affordable prices using quality formulas that can be used by women no matter what skin tone they have. CoverGirl offers products such as foundation, powder, concealer, blush, bronze, mascara, eyeshadow, eyeliner, lip liner, lip gloss, lip color, and nail polish. Brand Name- CoverGirl is currently owned by consumer goods company Proctor & Gamble. “We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come” (Proctor & Gamble, 2014). The brand has a strong and bold campaigns prominent in many retail stores and drugstores. CoverGirl has had a strong customer base that is trusting and loyal. The brand currently has over three million likes on Facebook offering coupons and recent news to their loyal clientele. Company Image CoverGirl has beauty products that brings out the best in women. They want to be seen as a “fun and feisty beauty expert with the products and attitude” that will make women feel confident (Proctor & Gamble, 2014). Features and Benefits CoverGirl uses quality formulas that offer greater volume in mascara, a more natural look with foundation, and longer lasting lipstick. Packaging CoverGirl’s packaging is done for promotion and facilitating storage, use, and convenience. Their products use bold and iconic colors, and designs such as the ones that prevent clumping. PLACE Definition Place is concerned with making products available when and where customers want them (Lamb, Hair, McDaniel, 2013). It includes the marketing channels (also known as the channels of distributio