Chapter 11- Developing and Managing Products

                                            

Every season MAC Cosmetics introduces a new collection of products. These ideas come form many sources which include, customer, employees, distributors, competitors, vendors, research and development, and consultants. M.A.C. Cosmetics new collections are made up of products such as the taste temptation, which includes eye shadows, eye liners, lipstick and lip stain, ect..

Chapter 15- Marketing Communications

MAC cosmetics has a unique way of promoting their products. They use all three types of promotion strategy; they persuade, inform and use word of mouth to get new potential buyers. They fully recognize their target audience which makes it easier to promote their brand.  MAC's target maket thinks of the brand as significant and superior. This gives MAC cosmetics absolute competitive advantage.

Chapter 10 - Product Concepts

MAC cosmetics can be considered a consumer product. With their high quality products, they always make sure that their consumers are satisfied. Even though their prices are high, customers stay loyal to the brand because the products are worth the money. MAC has created an image that is known throughout many different cultures which is why they are the leading makeup brand. Their products range from eyes, face, lips, skincare, fragrances, brushes, nails, hair products and accessories.  

MAC cosmetics is not only a consumer product but also a business product. When the company was created it meant to be just for photographers, make-up artist, models and cosmetologist. The brand was meant to cater to professionals with their high pigmentation and long lasting products. The make-up’s quality made it look amazing behind the camera and captured the audience attention on the runway.

Chapter 17 - Personal Selling and Sales Management

 Personal selling in the interaction between the customer and the sales representative. In MAC stores, there will always be a friendly employee ready to help you. They cater to your wants and needs in order to create that strong relationship that will make you come back. MAC is known for being a customer oriented company and that’s why they provide professional makeup artist to help customers make a decision. Based on their knowledge, they will help you pick out the perfect product that looks good with your features. Aside from helping you pick out the products, they also instruct you on how to apply it and what’s the best way to use it. Another good thing about MAC is that this kind of help is not just limited to stores.  Customers can also receive this kind of help while online shopping. They provide shoppers with a live chat which provides the same customer satisfaction. 

Chapter 16 - Advertising, Public Relations and Sales Promotion

MAC cosmetics is the leading make up company because of its advertising. Their name itself is a key advertisement strategy. The name MAC is known internationally for its high quality products. Unlike other make up brands MAC doesn’t spend as much money in advertising. Their products are advertising by customer’s blogs, Instagram’s, Facebook and other social medias. They also have beauty gurus on YouTube, celebrity campaigns, and professional make-up artist raving about the brand.

                                       

Although they don’t spend a lot of money on advertisement, they do spend money on raising awareness on HIV. The Viva Glam campaign has generated nearly 340 million dollars for the MAC Aids Fund. This campaign has been around since 1994 and it only sales lipsticks and lip glosses. It has maintained its popularity over the years because it features celebrities such as Fergie, Lady Gaga, Nicki Minaj, Ricky Martin and many more.

                       

Other key factors are that they are part of Fashion week and that they don’t limit their products to one store. Their products are sold in stores such as Macy’s, Bloomingdales, Saks Fifth Avenue and Nordstrom. This widens their range and improves sales.