Week 12: Customer Relationship Management

M.A.Cs' customer relationship management targets each individual by customizing their make-up line to please each complexion, skin type and extenuate every feature of each individual. As a large make-up industry, M.A.C identifies customer relationship with their organization by pin pointing their frequent customers and providing them with services such as free samples of new products, mail surveys (response list) and even local annual fundraisers that allow the customers to join for free make overs. By implementing these services to their customers, M.A.C gets feedback from their customers about their products, locations and how they may be able to improve their services/products and interactions with their current customer base. M.A.Cs' in store experience is the most important feature of make-up company. It allows M.A.C employees to interact with customer on more personal level, by giving advice on what make-up to use, how to use it and even offer special feature products from the company to improve the experience of using M.A.C, such as cleaners and moisturizers.
 Curtesy of M.A.C for being a loyal customer

Week 11: Integrated Marketing Communications

M.A.C word-of-mouth promotional strategy helps M.A.C cosmetics promote itself by "letting the brand speak for itself". This particular strategy has been used by M.A.C since it was first introduced to famous celebrities, which allowed M.A.C to be exposed to the public and become one of most famous cosmetics line today. M.A.C has the competitive advantage over most other cosmetics lines because this line is well known amongst celebrities and famous fashion designers.

Word-of-mouth advertisement has been the most effective way that this cosmetic industry has exposed its products and itself to its consumers. M.A.C recognizes that it has become famous through celebrities, fashion designers, make-up artist,etc so every decision that M.A.C cosmetics makes will always be in the spotlight. Every decision will have an effect on the way this cosmetics is understood and accepted by the public eye, so every investment and product the M.A.C makes is carefully planned.

 MAC Cosmetics' VIVA GLAM Spokesperson, Fergie, Launches Her New VIVA GLAM VI Special Edition Lipstick.

Not only does M.A.C make a smart investment for the line but M.A.C gains relationships with celebrities that are well-known throughout the world which adds to good publicity for the company.

M.A.C makes it to fashion week gaining major publicity. Fashion week is a fashion industry event, lasting approximately one week, which allows fashion designers, brands or "houses" to display their latest products/designs.

Week 10: Product Concepts

M.A.C has various consumer products within the cosmetic line that ranges from lipstick, eyeliners, foundations and even nail polish. M.A.C product line depth consist of 160 shades of lipstick in 7 different finishes, 150 eye shadows and 60 blushes. M.A.C product modification usually occurs the most when the company is exposing awareness to a foundation which they are invested in or follow. M.A.C is a large sponsor of the HIV/AIDS movement which not only helps the company build customers relationships and morals but also helps promote the companys' newest product.

A limited edition VIVA GLAM Lipstick named after celebrity spokesperson, Cyndi Lauper. Features a high-lustre finish and a light coral-red colour. As with all VIVA GLAM products, every cent raised through the purchase of VIVA GLAM Cyndi goes to the M·A·C AIDS Fund to support the fight against HIV/AIDS.

Week 9: Sales Promotion & Personal Selling

                             

M.A.C presents many opportunities for its consumers to save and really have a personal interaction with M.A.C. M.A.Cs' customer sales promotion allows consumers to save on products by having annual online shopping experience for limited amount of days to purchase products at discounted price. M.A.C also offers  rebates called Back to M.A.C program that allows its consumers to get a free product of their choice when they return 6 empty containers to M.A.C for recycling purposes. Not only is M.A.C giving its customers great deals but also helping the environment at the same time. M.A.C is a part of HIV/AIDS foundations, so when its customers contribute to the cause, M.A.C offers discounts on Viva Glam Lipstick as an incentive for its consumers helping the foundation. M.A.C gives samples out to their customers when the customers is buying a product for the first time and also provides free make-up sessions for special occasions.

                                                     

Hello Kitty MAC Cosmetics Make Up Collection

Week 8: Advertising and Public Relations

M.A.C does must of its advertisements through word-of-mouth strategy. Word-of-mouth advertisement has been the most effective way that this cosmetic industry has exposed its products and itself to its consumers. M.A.C is well-known because of the celebrity exposure it gets from high rank clientele. M.A.C advertises through celebrity personal, fashion designers, stylist etc.                      

                                                                                           

                                ( Lady Gaga  is on the face of must M.A.C ads)

Combined with Estee Lauder, M.A.C spends merely  $7,795.8M on advertisement each year, which is nothing compared to what other cosmetic companies spend for advertisement, estimated at 2.7 billion yearly.

M.A.C uses advocacy advertising to bring awareness to HIV/AIDS.


M.A.C uses product advertisement to promote All Viva Glam Products (especially Lip gloss) to bring awareness to HIV/AIDS. Every cent of Viva Glam products are donated to HIV/AIDS foundation as an advertising appeal to customers to buy M.A.C product as an incentive to helping adults/children who suffer from HIV/AIDS.

Week 7: Retailing

M.A.C is one of the most famous cosmetic retailing stores nationwide. M.A.C was a independent retailer when it was first introduced to famous make-up artist but then became a franchise when Estee Lauder decided to buy it over to widen its cosmetic line. M.A.C provides their customers with in-store retailing and non store retailing. Online retailing for M.A.C has increased dramatically due to the fact that most of M.A.C consumers have been with M.A.C since it was introduced to the  public, so consumers trust that they are getting what the pay for just as if they were to visit the stores themselves.

M.A.Cs' first retailing mix of products attracts consumers by using celebrities to promote their products through high organized events (such as movie/music awards) to promote their product and to introduce a new product to the line. By staying in the spotlight, M.A.C observes fashion trends to influence the next product.  (Pic : M.A.C using Pamela Anderson and Fergie to introduce new Viva Glam Lip Gloss)

Since M.A.C cosmetics is influenced by fashion forward movements, M.A.C cosmetics open locations in countries that are fashion forward such as Italy, china and Canada. They open in major cities where the company can be exposed to high profile people, then slowly by word-of-mouth strategy, M.A.C is exposed to the locals, offering M.A.C products at affordable prices for the working class. Customer service is the eye catcher for M.A.C when selling its products. M.A.C allows its customers free make overs when the visit the stores for a celebrity treatment experience and will even give away product sample to allow the customer to use M.A.C at home to see that the product are truly easy and fun to use.

M.A.C customers get the celebrity experience when shopping for M.A.C
http://www.maccosmetics.com/

Week 6: Consumer Decision Making

M.A.C recognizes and supports every customer decision making. With their on-scene support make-up group, M.A.C helps each customer feel as if their making the best decision when it comes to skin care and beauty. M.A.C understands that beauty is a universal movement and statement that will forever be needed and demanded. As an industry that serves beauty, M.A.C realizes that customers are willing to pay the price for an ideal self-image.M.A.C customers are exposed both to internal stimuli and external stimuli where they realize what they want or need to create a real self-image.
                          

M.A.Cs' non marketing-controlled information source are mainly from celebrity stylist using M.A.C products all over the world. The name spreads from celebrities to stylist to local consumers. M.A.Cs' word-of-mouth marketing strategy is highly recognized when gathering information sources.
With the information that M.A.C consumers gather from friends, family, acquaintances,etc about M.A.C products, they are trusted in the products that this industry sells, therefore leading them to invest in M.A.C cosmetics. M.A.C invest in the people, HIV/AIDS foundations, so consumers are more willing to invest their time and money into M.A.C. This industries not only strives for customer satisfaction but along the way believes that culture and value in society will make its products sell itself.

Week 5: Global Marketing

M.A.C cosmetics is now sold in 46 countries with 1000 stores nationwide. Its global marketing techniques targets major countries such as china and France as major statement to its fashion forward movement. M.A.C's global vision with HIV/AIDS helped to promote M.A.C cosmetics in china by introducing hello kitty brand make-up as an incentive to help people with HIV/AIDS in china. This move helped to sell M.A.C products in china and the same way all over the world as an iconic symbol for the movement of HIV/AIDS. However the price for M.A.C cosmetics in china is cheaper then in the U.S because the products are brought at wholesale prices.
 M.A.C cosmetics plays attention to the different cultures around the world so that their products are easily adopted by different cultural groups. For example M.A.C created a line for Asian and Indian culture by introducing products that are vegan (no animal products) and henna based products as a symbol that they were embracing the cultures of Asia and India. M.A.C used henna ( a flowering plant used since antiquity to dye skin, hair, fingernails) with different products such as lipstick stain, eyeshadow and even nail polishes.

                                                                      M.A.C Ad in China

Corporate Irresponsibility

M.A.C named one of its cosmetic collection after the epicenter of femicide, ciudad juarez mexico. An organization that has been a killing field for young women. and a significant number of victims work in maquiladoras — sweatshops that produce items for export.
M.A.C made a public apology and contributed to organizations that empowered women nationwide.

M.A.C public apology:

“We are deeply sorry and apologize to everyone we offended, especially the victims, the women and girls of Juarez and their families. We have heard the response of concerned global citizens loud and clear and are doing our very best to right our wrong. The essence of M·A·C is to give back and care for the community and our initial handling of this makeup collection was not reflective of M·A·C’s values. M·A·C and Rodarte are committed to using these learnings to raise awareness on this important issue and to leverage our unique platform to help the women and girls of Juarez,” said M·A·C President John Demsey

Week 4: The Marketing Environment

M.A.C's initial target market were people in high fashion business. because of the brands popularity, M.A.C has moved over to target generation Y ( people born between 1979-1994). M.A.C doesn't use forceful techniques to push their products to a particular market due to its "word-of-mouth" strategy. M.A.C generates its products by keeping young hip woman in mind, as well as providing the older and sophisticated
class of woman with more mild make-up options. Not only is M.A.C a highly recognized costemics brand, but it's also affordable amoungst working class consumers.
M.A.C's social factors that affect and regulate how M.A.C does business is the attitude towards its popularity. Being a high/affordable class of make-up, M.A.C tries to keep its prices reasonable enough that every customer can experience the brand. M.A.C always stay within the environmental budget of its economy and social surroundings. M.A.C equally represents all ages, all races, all ethnicity and varies locations. M.A.C's mission statement itself clearly justifies this demographic factor and cultural diversity within its line.
"ALL RACES, ALL SEXES, ALL AGES"

                                       

Clothing Labels

Shirt-Southern California
Pants- Asia
Undergarments- Europe
Jewerly- Italy
Shoes-China

Week 3: Ethics & Social Responsibility

"Always treat others as you would like to be treated"
Each business has an code of ethics that they must follow to guarantee customer satisfaction. A code of ethics often focuses on social issues and is a guideline to help marketing managers and other employees make better decisions. These code of ethics aren't always followed and applied by all business.
M.A.C's code of ethics includes the following rules and regulations in keeping a orderly flow in business:
-Customer Service: these regulations allow M.A.C to serve and treat their customers with the same respect and service as if they were celebrity clients.
M.A.C also has a policy of educating customers and improving lives by explaining all benefits of a particular make-up to their consumers. M.A.C promises to do this with every sale of their merchandise.
As far as customer satisfaction goes, M.A.C aims to please its employees as well. M.A.C has workshops where they allow their employees to learn new make-up art/tricks to improve customer service as well as furthering their knowledge for future jobs. M.A.C believes that a customer is always right and entitled to free make-up design for first time customers. Another brilliant but yet effective marketing skill that M.A.C applies to its business strategy in attracting new consumers. M.A.C employees also get rewarded on a monthly basis as a incentive for their hard work. M.A.C cares about customer service as well as employee benefits. Happy employees bring happy customers.
Social responsibility is a theory that business should not function amorally but instead contribute to the welfare of their communities. M.A.C aims at social responsibility by contributing in major organizations such as AIDS/HIV awareness in adults and children. They contribute most of their funding for each product that they create to help different organizations. M.A.C also does not test any of its products on animals. M.A.C green marketing development supports the environment by offering a recycling program called Back2MAC which states:

Because we share your commitment to the environment, M·A·C accepts returns of its primary packaging through the Back to M·A·C Program. By returning six [6] M·A·C primary packaging containers to a M·A·C counter or M·A·C Cosmetics online, you’ll receive a free M·A·C lipstick of your choice as our thanks to you.

Week 2 - Strategic Planning

M.A.C cosmetics strives to be the worlds leading make-up authority among both professional make-up artists and consumers.
M.A.C's Strategic Alternatives includes market development and diversification. M.A.C continuously creates new and fresh makeup for its current customers offering new product that are animal and/or environmentally friendly. M.A.C's diversification strategy is well recognized when Estee Lauder Companies (a large U.S manufacturer of skin care, perfumes and cosmetics), brought large shares of M.A.C in 1997 when it was introduced to M.A.C's compact makeup. Not only did M.A.C sell its product effectively but also sold its promise to always create cosmetics products that would appeal to professional make-up artist and fashion forward customers. With M.A.C on their team, Estee Lauder in 1997 net earnings went up to 197.6 million. M.A.C's word-of-mouth strategy (viral marketing), was and still is the most effective technique that M.A.C uses to stay the top seller of cosmetic products all over the world today. Popularity has alot to do with M.A.C selling itself. When M.A.C was first established, it targeted famous celebrities. This target range attracted new consumers, allowing M.A.C to be sold in various countries such as U.S, Canada, Asia and the Middle East. When M.A.C launches a new product from their line, they contribute the funding to different organizations such as in September of 2000, M.A.C creates "Lady Danger" to recognize female empowerment, which attracts many new female consumers.

Week 1: Brief History of M.A.C & Mission Statement

M.A.C (Make-up Art Cosmetics) worn by hundreds of celebrities was established  in Toronto, Canada in 1984. Frank Toskan, a makeup artist and photographer, worked along side with Frank Angelo, owner of a chain of salons, to create this cosmic industry known as M.A.C. The first M.A.C retail store was opened in Toronto in 1986 at well-known department store "Simpson's". M.A.C now has about 300 stores nationwide and still growing. Following its grand opening in Toronto, M.A.C then struck Henri Bendel, New York's legendary fifth Ave boutique, in 1990, where it introduced its famous matte lipstick. Not only is M.A.C a large industry that contributes to future make-up, but it also contributes to HIV/AIDS awareness. M.A.C held a fashion show for its first annual fundraiser in 1988 which supports millions of people living with HIV/AIDS called Fashion Cares.

M.A.C's mission statement: "All Ages, All Races, All Sexes"...conceived to embrace all consumers.