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.

Chapter 14 - Marketing Channels and Retailing

What first attracts customers into the M.A.C store is its appearance. The black and white wallpaper with the wood floors gives the store a classy look, which customers love. Another factor is how it's organized. When M.A.C has a new collection out they place it in the front of the store, which insures that the collection will be sold. They also place their cash registers towards the back. This way the customer has to walk through the entire store and most likely buy more than what they came for. Customer service is a huge contribution to M.A.C's retailing success. From the moment you walk into the store, theirs a friendly employee there to greet you. They instantly ask if you need help, and if you do they ask specific questions to help you find what you want. Actions like this makes the customer feel welcomed and will make them want to come back.

                               

M.A.C Cosmetics has been successful ever since the beginning. The brand started in a kitchen and now is being sold in over 85 countries. This huge success is do to the fact that Estee Lauder purchased the company to help it widen there horizon. And it worked!

                                  

Chapter 6 - Consumer Decision Making

1. Recognition of the brand-

• Some customers are familiar to M.A.C's line of cosmetics 
• Customers could be recommended by a friend
• Advertisement 
• Packaging 
• Social Media 

                                        

2. International information search-

• Go online and search up reviews on the product 
• Asking product users 
• Walk into the store and asking the sales person's information on a certain product  

                                   

3.  Evaluate alternatives-

• After conducting research the customer compares products. They make decisions on what foundation is perfect for their skin tone  or what shade of eyeshadow best complements their eyes. 

4. Purchase-

• The customer makes a decision and leaves the store exited of with what they just bought.

5. Post purchase behavior-

• Customers are satisfied with their purchase 
• They believe it was worth the money
• Will continue to purchase products from M.A.C Cosmetics 

                           

Chapter 5 - Developing a Global Vision

MAC Cosmetics is the leading make up brand worldwide. Its Sold in more than 79 countries with over 12,000 official MAC makeup artist. They have stayed the leading makeup brand because they cater to peoples needs. Unlike other brands who claim to do the same, MAC offers their customers options. They understand that not everyone is the same skin tone. So they offer over 50 shades of foundations with different formula's. These formula's not only match your skin tone but also cater to to the climate that you live in. For example, they created a special collection that's only sold in India. this collection features products made from more natural ingredients for a more natural look. The ingredients used in these products are different because India has a warm environment, therefore the formula had to be changed so that customers still get the best quality products. Such actions demonstrate that MAC cosmetics understands cultural diversity and do in fact cater to everybody.