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.

                                  

      

Chapter 4 - The Marketing Environment

Demographics
MAC Cosmetics markets mostly to the 18 - 25 year old women. The advantage of marketing to these young women is that they are knowledgeable about media and technology. These two factors have a huge contribution on the the way the company communicates with their customers. By making their information so easy to obtain, these girls can simply re-post information about the company and make it go viral. Such action bring more awareness to the campaign the company is advertising and also maximizes profits, while also introducing the company to new customers.  MAC Cosmetics also features certain celebrities on their makeup collections to appeal to a certain age group. They pick celebrities that these girls see as heroines because they know that girls witching this age group are are highly influenced by what they see. MAC uses all of their resources to appeal to their average women, and so far they have been successful at it.
                 

Chapter 18- Social Media and Marketing

MAC uses social medial marketing in order to get their products out there and achieve their branding goals. Its main form of getting their costumers involved is by social sharing of pictures and videos. The MACnificent Me campaign is their most recent involvement. This campaign broke the rules of beauty marketing and got 70K people to participate. The concept of this platform is for consumers "to submit a mantra that “illustrated their style, heart, and soul,” along with a private 100-word essay and photo."

Social Media standings:

Facebook-

MAC uses Facebook to keep costumers up to date with all the new products. They provide swatches and videos to attract their attention. They also promote events which are usually make up workshops.

• 11.693.191 likers
• Like rank: 82
• Post per day: 1,16
• Likes, comments, shares per post: 4408

Twitter-

• Twitter : 1490 posts
• 7,5 million followers

YouTube-

MAC has an own YouTube channel, where it uploads make-up and campaign videos.

• 333,317 Subscriber
• 236 Videos  

                                         

Chapter 2 - Strategic Planning for Competitive Advantage

M.A.C SWOT Analysis 

Strength:

1. High quality products
2. Leader in cosmetic industry with a strong brand image 
3. Sold in over 200 locations in 15 different countries 
4. Socially responsible/ Eco friendly 
5. Donates to charities 

Weakness:

1.  Limited awareness with the public 
2. More expensive than competitors
3. Products don't have a wide range 
4. Limited media outreach 

                                           

Opportunities:

1. Maintain brand loyalty to costumers 
2. Increased brand reach globally 
3. Sold through retailers websites 

Threats:

1. Competition online 
2. Cheaper brands that are seen as equal 
3. Retailers sell other brands as well 
4. high end competition 

     

Chapter 1-Overview of Marketing (Brief History and Mission Statement)

Misssion Statment:

“All Races, All Sexes, All Ages” conceived to embrace all consumers. To be the worlds leading make-up authority among both professional make-up artists and consumers.To meet customers need for superior quality services and to provide secure & challenging work environment for all employees. To meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good, and get more out of life. As an organization it commits itself to high standards and creative development with an enterprise concept that all pains have gains.

Brief History:

Make-Up Art Cosmetics started life in Toronto, Canada. Makeup artist and photographer Frank Toskan and salon owner Frank Angelo became frustrated by the lack of makeup that photographed well, so they decided to create their own. At first, they made the cosmetics in their kitchen and sold them straight from the salon to fellow makeup artists, as well as models and photographers. Soon, stylists and fashion editors got in on the action. As the magazine credits racked up and word-of-mouth popularity grew, the duo launched M·A·C in March 1984 from a counter in a Toronto department store.