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