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/