Mac Cosmetic Marketing Planning Essay
2751 WordsMar 30th, 201112 Pages
Marketing Planning Report
This report will be based on the organisation ‘MAC Cosmetics’. This report will cover recommendations to improve competitiveness of the company as well as looking over the current environment. To accomplish this a detailed PEST and SWOT analysis will be carried out and analysed. The identification of current target segments for the company will also be carried out and a marketing mix analysis will also be undertaken to see which elements of the mix are most relevant towards the identified target segments.
PEST & SWOT Analysis
Tax policies – MAC cosmetics is now sold in more than over 57 countries worldwide so shipping of products will need to be taken into account because of tax…show more content…
More sale offers could possibly be undertaken.
Fashion World - MAC Cosmetics is known for participating in the latest fashions shows/weeks. This is a big opportunity for the company as this is one of the ways of bringing in customers because of the aspiring fashion teens and celebrities. (www.psfk.com)
Competition – MACs competitors are companies such as Bobbi Brown, Benefit and Estee Lauder. MAC is a step ahead as it has it’s celebrity background and numerous awareness programs but these companies could be a nearby threat for MAC.
Current Target Segments
MAC Cosmetics most definitely target the demographic/socio-economic market to the fullest. MAC Cosmetics is a dynamic company which is created for everyone. Rich and poor, old or young, conservative or trendy and even for males and females. MAC Cosmetics have fulfilled this by carrying their ‘All Ages, All Races, All Sexes’ statement across. Although MAC does cater for male and female their female consumers are number one priority. They target all females from different ages from teens to young women to mothers etc. This is done by all the different lines of make-up they have under MAC. There’s the Barbie colour line and there’s a Viva Glam line both very different both for different audiences. The Barbie line, just
Marketing Paper - MAC Cosmetics - Product & Place Strategy
10696 WordsSep 26th, 201343 Pages
Paper #2 – Product Survey
Founded by Frank Toskan of Canada in 1984, Makeup Art Cosmetics company is one of the few companies which has used innovative PR and unconventional marketing to create a niche for itself without spending millions of pounds in advertising. The company began by giving away their cosmetics to makeup artists that worked with top models and actresses. MAC developed products that helped artists achieve the right look for stage lighting conditions. It is one of the few brands on the market which has colours to match every skin tone and colour. Working on a simple all encompassing Brand Positioning of Makeup for All ages, all races, all sexes, its brand values project MAC Makeup as attitudinally…show more content…
(MKTG 200 – Student Edition, 2013. Lamb/Hair/McDaniel). MAC uses distinct placement strategies to distribute its product.
MAC Cosmetics intensive distribution takes place at mainly all MAC Pro stores, major department stores or international perfumeries, (Nordstorm’s, Dillard’s, Macy’s, Bloomingdales, Neiman Marcus). This allows them maximum coverage and keeps the product available in every outlet where the potential customers might want to buy it. If buyers are unwilling to search for a product, it’s very accessible. They accomplished this by placing it in the types of stores that their target market frequents. (MKTG 200 – Student Edition, 2013. Lamb/Hair/McDaniel).
The only difference between the MAC Pro Stores and the department store counters is the variety of products that are available. Because MAC was first created to cater to the needs of the make-up industry professionals, it’s lines within the PRO stores cater to those needs. There you will find, pigments, palettes, some primers, air brush machines along with old and new limited edition items that are specific to their store and will not be found at the department store counters. This is the only distribution that MAC uses. They do not use wholesalers, and although many inquire about becoming a wholesalers, they currently only use the aforementioned type of placement for their products. ( MAC Cosmetics Frequently Asked