Agenda About M.A.C. Product Price Place Promotion Consumer Competition PRICE PLACE about m.a.c cosmetics M.A.C COSMETICS - mARKETING mix BY: LINDA HOANG Product product - Services M.A.C Cosmetics provide 2 different types of services for their customers. The most used service is 'Walk-In-Demos'. This is when customers comes into a M.A.C store and ask an employee to teach them 1 out of 3 product demonstrations, which are 'Just one look' (includes the art of eyes, face shaping, and lips), 'Advancing your skills' (learning how to use certain techniques and products to enhance your look into something more amped up, and lastly 'False lash application' (learn how to apply false lashes professionally). This is all free of charge.
This other service is a 'Private Appointment'. For this one you have book in advanced.
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There's an option of buying $50 or more M.A.C products and an employee will do your makeup with no more charges, if you choose not to do that option then they will use any products and the price will vary. PRodut - PRODUCTS M.A.C Cosmetics sell a variety of beauty products which include: Makeup (Eyeshadows, Mascara, Eyeliner, Primer, Foundation, Lipsticks/Lipgloss/Lipliner, Powder, Brows, Blush/Bronzer/Highlight) Skincare (Removers, Moisturizers) Brushes/Tools (Eye/Lip/Face Brushes, Applicaters, Containers) Fragrance Product - PACKAGING M.A.C. Is known for their classic packaging. The outer packaging case is made out of paper material, so it's cheap, recyclable, and lightweight which is good since most customers end up throwing it out because there is no point for it, after they use the product. The colours for the outer packaging is black with white writing on it.
The inside packaging for the actual product is made out of plastic material, so it's durable and won't damage the product. The colour of it is black as well with white writing, and maybe sliver lining on certain products like lipsticks. When the light hits the packaging, it creates a sheen that makes it look very sleek. For certain products like eyeshadows, they have a clear plastic on the top where you can see the actual product. The colours of M.A.C. Products are black, white and sliver. I believe they used these colours because it looks very clean, sleek and sophistcated.
Black = High quality, Expensive, Sophistcation, White = Clean Sliver = High quality, Expensive When M.A.C. Comes out with a new collection, the packaging of that collection will be different to fit in with the theme. For example, they came out with a collection called 'Heatherette' and they had to customize their packaging. The packaging was pink with lots of sparkle jewels on it, other than that the material is the same. The price of the products Eyeshadows/Palettes ranges from $12 - $100 Eyeliner ranges from $20 - $25 Mascara ranges from $12 - $27 Lipsticks/Lip pencil/Lipgloss ranges from $18 - $30 Brushes ranges from $18 - $60 Fragrance is $60 Skincare ranges from $12 - $72 Foundation ranges from $32 - $45 Blush/Powder ranges from $21 - $32 Brows ranges from $20 - $25 The price for M.A.C. Cosmetics can be very expensive for some cusomers.
Prices all depend on the quality, size, and collection. Place - Distribution M.A.C. Cosmetics = Intense Distrubtion M.A.C. Cosemtics is a worldwide franchise so their goods can be sold to anyone, around the world. Through the M.A.C. Store or online.
The channel of Distrubtion for M.A.C. Cosmetics is Direct Distribution. The manufactuer will make the product and it will go straight to the M.A.C. Store, where customers can buy the good.
PLACE - tRANSPORTATION If cusomers buy products via online on the M.A.C. Website, I believe it will be shipped on a ship or a plane if international. If not international and in Canada, I will be through trucks. Apparently it takes 3-5 business days to arrive. Promotion PROMOTION - advertising M.A.C.
Cosmetics have used many types of media to advertise their products. They've used Magazines, Television, Out-of-home and Internet. Magazines: M.A.C. Have many photos of models and celebrites showcasing their products. This is a good way to advertise because most makeup addicts turn to fashion/beauty magazines, it's also a great way to advertise because most of M.A.C's pictures are very intrigiung and fun that will for sure catch certain eyes. Television: M.A.C.
Currently don't have any new commerials, but in the past they've done a lot. I think the reason why they stoped doing so many commericals is because they've realize people don't watch tv as much as they did before, and it's an expensive way to advertise. If a celebreity comes out with product with M.A.C. Then they will do a short promo, explaining the backstory and how it's made.
But their commericals are very diffrent and always is interesting to watch. Out-of-home: M.A.C has done some billboards in the past. They typically do billboards when a collection is highly anticipated or when a celebrity is working with them. The billboards are usually located by shopping centres, highways, and anywhere that has large amount of traffic. Internet: M.A.C. Cosmetics uses social media to advertise their product and brand. They've advertise through facebook (and twitter (@MACcosmetics).
They connect to their consumers about updating and promoting their products. Promotion - PROMOTIONS consumer Premium: There's this deal at M.A.C, when you purchase and finish 6 M.A.C products you can return it back to the store and you'll receive a free lipstick. Samples: M.A.C. Cosmetics often give out free samples to cusomers at checkout in store and online. If an employee is helping a customer in store, and they end up not purchasing anything, the employee might give out custom samples to that person to try to convince them. Point of Sale: In M.A.C stores, they have items by the cash register that temp customers to buy them because you're staring at it too long.
It's often little things like travel size mascara, perfume, skincare products, etc. Co-Promotions: M.A.C. Cosmetics has been teaming up with different production of movies that are hot and selling. For example, they made a 'Maleficent' collection and a 'Cinderella' collection.
This is a great way to promote M.A.C and the movies because fans of both will notice them coming together. Cosmetics have a lot of celebrities that sponsorship their chairty/products. Has created a charity called 'M.A.C. Aids fund' where all of their Viva Glam lipsticks proceeds will go to people fighting aids.
They get celebrites like Miley Cyrus, Rihanna, Nicki Minaj, etc, to create their own Viva Glam lipstick so the public will buy them and help support the cause. There are 4 types of promotion that M.A.C. Cosmetics use. Which are: Consumer - The cusomters M.A.C. Cosmetics don't have a specific target market. Their main focus is to make people feel beautiful no matter, their age, gender, or where they come from.
M.A.C's slogan is 'All ages, all races, all sexes'. But the typical people who go into the store and buy the products are both genders, ages 16 - 30, their interests are probably expressing themsleves by creating art on their face, and also someone who has job because their products are expensive. Click on the videos to view the commerials Click on the video Competiton competition - DIRECT & INDIRECT Direct Compeition: M.A.C's biggest compeition in the makeup industry is Smashbox. I believe they are both competitors because of their packaging, colours, products, and prices are similar to each other.
They both have similar packaging which is the black and white theme, both of their colour varieties is very wide, bold, and fun, the prices for their products are close, and they have similar products for sale. Customers online have been comparing them with disscusions boards, polls, testing out videos, etc. Indirect Competition: M.A.C's indirect compeition are drugstore brands which include, Covergirl, Maybelline and Relvon. They are competitors because of their colours, products, and prices. The drugstore brands have very similar products to M.A.C, their eyeshadow and lipsticks are comparable.
As well as, consumers might choose drugstore brands over M.A.C because of the price, drugstore is obviously cheaper and M.A.C is overpriced for some consumers. There are videos on youtube comparing drugstore products to M.A.C. How are they different from their competitor?
Marketing Mix Mac On Flowvellane
Cosmetics is very unqiue brand. They come out with different and fun collections that attracts potential cusomers to their brand and other brands don't do collections like M.A.C. For example, they did a Cinderella collection that was based on the movies. Also has created a chairty to help people fighting with aids, other brands have never talked about aids because it's not a something that you would think about talking about or even helping out. Lastly, M.A.C goes out of the box and always try new things.
Forr example their commerials and photos are very different but it's interesting and new, other brands make their commerials very safe because they think it sells. Cosmetics M.A.C.
Cosmetics was founded in 1989, in Toronto, Canada Founders are Frank Toskan & Frank Angelo M.A.C. Stands for Makeup Art Cosmetics The company's products were orignally targeted to professional makeup artists but due to high demand, it's now sold to anyone Company Slogan: 'All ages, all races, all sexes' Logo: M.A.C.