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.