Ch 7- Business Marketing

Overall Mac is an extremely successful makeup company all over the world. Mac started off as a small company used by its creators barely selling and now sells over 7 billion dollars in products; therefore they have come a long way as a company. All components of there company are well put together in terms of marketing. Mac creative process, communications, Products, Product sales, and services are a series of reason why Mac is a successful company. Mac values customers, clients, partners, and society overall and that reflects by how the company is ran and has maintained there positive reputations over the years. Mac advertising Methods are basic and they don't try very hard to get sales there products speak for themselves. Mac cosmetics is clearly a customer market. All these products are designed for the public. Mac is also a business to business relationships simply because they purchase components to create there products. Mac has alliances with most department stores such as Macys, Saks fifth ave, Bloomingdales and more

Chapter 11: Developing and Managing Products

Mac gets ideas from various areas and develops new products and Limited edition collection multiple times a year. During the Spring/Summer season fruity and bright lip colors and bold daring eyes are in style. Macs new collections fulfill that look many people go for. Macs Huggable Lipcolour is a series of 10 limited edition lip colors they vary from pigmented purples to  pale vibrant pink tones with a high shine that resembles a lip-gloss but the lasting power of a lip stain. Many women look for products like this simply because the warm weather messes up the formulas of regular lipsticks and macs them melt.

Mac also has a new line for eyes called Eyes on M.A.C this collection contains 4 palettes with 9 colors, 2 palettes with 15 colors, and  2 brushes. the palettes listed above range from purples to neural tones to create any type of look you desire. 



Mac also has a unique collection collaboration with  Philip Treacy
London’s leading couture hat designer. The inspiration was from his creations which Mac tried to duplicate this amazing work for the .

Ch 8- Segmenting and Targeting Markets

Macs segmenting and targeting markets are based on the products. The target market in general is for women between the ages of 18 to 25 no matter the race or color, however, each product line such as lipsticks verses nail polish would be targeted to different sorts of people within the target market range. Mac strategy for marketing lipstick is very different from marketing eyeliners. Normally within Mac's ads for new lipsticks they will use a bold eye within the same range of color or something Smokey to keep the concentration on the item they are trying to promote which would be lipstick in this case. Most of mac's ads promote multiple products at one time to persuade buyers to purchase all products in the collection to get the same flawless look. Many times they will promote lipstick with a lip

glasses with eye shadow and a loner in a single collection and all products will be sold out because the chain like affect there marketing strategy caused.

Ch 15- Marketing Communications

Mac cosmetics marketing communication is a series of things but mainly there competitive advantage and also the personal selling. Mac cosmetics uses celebrities as a way to gain customers and ensure sales of the products. That is a very smart technique because many women want to look like these celebrities and will do anything to get the job done even if that means buying tons of products that may or may not get the job done. Mac customer service is a huge area of marketing communications. In each Mac store or counter there are sales reps prepared to help you and gain some sense of who you are and use there skills in makeup artistry to make sure you leave satisfied

. It's the greatest feeling in the world purchasing something that you feel will make you feel beautiful and yet helps a person in need which is another strategy used to convince customers to purchase there products.

Ch 10- Product Concepts

Mac cosmetics has so many different products that just about any female walking into the store will most likely purchase something. Mac has lipstick, Blush. Eye shadow, eyeliner, mineralize makeup, skincare, nail polish, brushes, fragrance and much more. Mac's biggest assets is there customer service and the variety of products as well as there ads. These three aspects alone show the strong points of Mac cosmetics as a company and each product individually. I think Mac costumer service is phenomenal and not only for in store purchases but they listen to there costumes, for example a lot of customers noticed that the formula for some of Mac's lip glosses called Lip glasses had an extremely sticky formula which is not good. Sticky lip glosses mirror cheap and poorly made products. Mac then went on to improve the formula by putting out a new and improved line of lip glosses called mineralize gloss with many colors. As a costumer of Mac I can agree that the formula is way better and the product is less sticky. Also they do surveys every summer to bring back discontinued products that the costumes would like to purchase.
Mac cosmetics products speak for themselves. They are priced equivalently to drug store products but the quality is equivalent if not better then high end brands. Mac cosmetics caters to all races and all ages. They even have specialty collections from country to country to satisfy
the needs of women all over the world. In some countries where it is much hotter the formulas of the products change to help with the climate and even what is put in each product is based off the resources in the countries. Like in the Asian countries Mac has products organically made because they have the resources to create that and it helps with the Humid and extremely warm weather.

Ch 17- Personal Selling and Sales Management

Mac cosmetics is very huge on personal selling and that is the method used to keep the company in business. Because Mac cosmetics is a makeup company it is very necessary to have face to face conversations with customers to ensure a positive outcome of sales  and also ensuring the customer  return to the store to repurchase the item or even purchase something else. The only other method that could be  used would be online purchasing which would be a very bad idea if you are not sure what you want. When you enter the Mac store the are samples of every product from the perfumes to the nail polish to the lipsticks and even foundations. There are also sales associates ready to help you as soon as you walk in which is always great.

Ch 16- Advertising, Public Relationsand Sales promotion

Mac cosmetics is a well known makeup company is many parts of the world. Mac cosmetics uses basic advertising methods to promote and ensure sales of there products. Mac's most common advertising method is photo ads. These ads are plastered in the front glass of every Mac store and smaller versions of the same photos are up in front if Mac stations in department stores such as Bloomingdales, Macy's, and Saks Fifth Ave. Another common advertising method Mac uses are there products itself. Mac has a huge line of products that are permanently for sale which means people continuously but them all year round. I myself have a set of Mac products that I repurchase frequently. Because on both the website and in stores Mac had many new products advertised the fact that people regularly enter the store or the website boost sales of the new products. Since I have been a consumer of Mac cosmetics there has not been a single time where I have entered the website or store and they haven't been advertising the newest products. Mac also uses Magazine spreads and also celebrities to advertise there makeup products.

Publicly Mac cosmetics is viewed as a very great company for various reasons. Mac products are reasonably priced for the quality of the products. Mac products are not tested on animals which is a big thing for people these days. Mac also recycles the plastic casing there products come in. In addition to recycling they give free products for the customers who do participate in recycling which is really great. Mac cosmetics biggest reason for being publicly viewed positivity is there donations to HIV/Aids foundation from the sales of there Viva glam collection.

Ch 14- Marketing Channels and Retailing

I visited the Mac store In soho which is close to the village.  When I entered I automatically was greeted by a makeup artist who asked if I needed help. The Mac store was full of people and they still manage to get around to everyone walking in and asked if they needed assistance. The Mac store was very clean and smelled very good. The store had wood flooring with mirrors everywhere and black furniture all over the store with the signature logo plastered everywhere. They also had beautiful chandelier like lighting that looked beautiful but also had great lighting. The entrance door was also open which led natural lighting to come in. Whole makeup shopping lighting is extremely important to ensure that the colors you choose match your skin tone it just to make sure it the color you want. The front of the store had a large photo advertising Mac new Cinderella collection which I was advised to check out the products because they were limited edition and still available. I noticed that all products shown online were available in the store which was a plus. Lastly I notice the register was in the back so you were forced to walk through the entire store full of products. That was purposefully done to increase sales of there products because they had two sets of everything so if you missed it when you walked I'm you we're bound to see it when you were walking to the register. I myself ended up making a purchase of a new lipstick that I thought stood out. The costumer service was pretty good. All the makeup artist actually looked like professionals and not armatures which is very important because I wouldn't trust you to do my makeup if yours looks clownish. My over all experience in the Mac store was a successful and I would purchase from That store again. Being that Mac cosmetics is a chain store and I have visited multiple Mac stores and every time I have left satisfied. 

Ch 6- Consumer Decision Making

The decision making process for Mac cosmetics vary. Some costumers are very familiar with Mac cosmetics and it takes less than a minute to decide of they should purchase an item. Being that Mac has so many cosmetics ranging from all different prices the item does matter during the consumers decision making. For example, I've been wearing Mac products for over 5 years now. When I was younger I started purchasing lip glosses and that took no time to make a decision. As I got older I started to become more aware of makeup and curious about it and I started purchasing more products. The first time I purchased a lipstick I tried on at least ten before I made a decison. It was an experience that took about 15 minutes and the most nerve recking experience of my life because I decided to wear such a bright tone which now when I look back made me look clownish. Nowadays I walk in and I am out in five minutes with multiple purchases and I am sure will enjoy the products with no worries. The media affects the consumers decison making because everyone has an image in there head of what they want to look like based of societys views . A lot of times these women want to look like the women used to advertise the product. Sometimes the advertise person is a famous celebrity who has a lot of influence over the target market which influences the purchases made by the customer. The results the brand claims to produce is normally false. These women wear tons of makeup and have been photo shopped to perfection. So that keeps the costumer coming back but influences what the costumer is willing to buy to look like the person they idolize. 

Ch 5- Developing A Global Vision

Mac cosmetics is the number one makeup brand Worldwide. Mac has Over 1000 stores sold in over 70 countries worldwide. Mac sold in stores over seas is a growing industry. In India and. Asia where Mac is highly purchased they created products to accommodate the people of those countries. Mac cosmetics sold in india are more naturally made as well as more natural looking. Certain products are catered to them simply because in india and other Asian countries it is extremely warm so the formula of the products are different from the products made in UK. Unlike many other cosmetic lines who claim to cater to all ages, race, skin type and skin tones Mac stays true to that. A lot of makeup brands don't have foundations and face products to compliment olive tone or brown skin women instead they only cater to fair skin women. Mac has over 50 shades of foundation with different formulas to cater to all skin types and the climates where you live. That also applys to the tones Of lipsticks. Mac is known for being globally involved.Mac has certified makeup artist attached to there brand from all parts of the world who embrace there culture and what they find beautiful within there counties while creating a new and more diverse clientele which overall promotes diversity in there company. Mac cosmetics is trying to expand in Africa most sucessfully done in South Africa. Over the next couple years Mac plans on opening  twenty stores along the Sub- Saharan parts of Africa. In many parts of the world Mac has been extremely successful over the years and still maintains to grow in popularity.

Ch 4- The Marketing Enviornment

Mac cosmetics has a range of products that are highly purchased all around the world. Mac cosmetics products range from skin care to nail polish to fragrances but receiving the greatest amounts of product and profit from there makeup collection full of unique and vibrant tones of color in lipstick, Lipglass, eyeshadows, and blushers.

Mac cosmetics market targets women who are young adults.  The range of age goes from about 18 to 25. Mac markets to this type of women because she's into the youthful and  right colors that stand out within the brand among others brands who are catered to older women. In addition to the bright vibrant colors used to attracts young females the prices of the merchandise is affordable for the common women within that age range. If the women is in college and has a part time job or just fully working on minimum wage she is likely able to purchase multiple Mac products. Maccosmtic price ranges from 10 up to 60 dollars for there products. Mac also targets young women simply because there tech savvy which means there hip to the latest trends and are aware of the hottest celebs that's occassionally pair up with Mac to create limited edition collections. Lady Gaga a huge pop star had a huge collection with Mac containing a liner but huger then that was her beautiful soft bubble gum pink lipstick and Lipglass. This product was huge on the market and plastered all over soca
il medias as a beautiful unique color.

Ch 3- Ethics and Social Resonsibility

Mac cosmetics has a great reputation simply because there known to be a brand of makeup that reycles the packaging as well as cruelty free which means there products are not tested on animals. Mac cosmetics outter packaging is a paper cardboard material that holds  the plastic tubes and containers that holds the product. Most of Mac products packaging are reusable. The method used to promote and ensure that costumers recycle these plastic packaging that holds the merchandise are by simply making a deal. Most if not all women who purchase Mac products are aware of the deal. For example, if you bring in five empty Mac tubes of lipstick you receive a free tube of lipstick in the color of your choice. That may not seem like a big deal but to women who enjoy purchasing lipstick but do not enjoy spending sixteen dollars plus tax you feel accomplished and every now and then enjoy receiving free items after spending lots of money within that company.

Another great way Mac cosmetics shows social responsibility is by taking the profit made and donating it to foundations. Mac specifically has ties with HIV/Aids foundation that are directly sponsored by there lipstick line called Viva Glam. In the Viva Glam collection there are about six permanent colors that range from nudes and pinks to rich reds. Over the years Viva glam lipstick have raised over 315 millions dollars and that is only within the U.S. Over the years Mac also uses big celebrities to promote there viva glam line with limited edition lipsticks as well as Lipglasses which are Lipglasses. The most recent collaboration Mac Viva glam has is with Artist Miley Cyrus. Miley Cyrus Viva glam Lipglass and Lipstick is a beautiful custom sparkly punk tone that will definitely sell out quickly after it has been released. Miley Cyrus promotes equality with ones sexuality and Viva glam has sponsored been sponsored by People in the gay community that admire Miley Cyrus as well as Rihanna and Rupaul who have also been apart of the Viva glam line.

Ch 2- Strategic planning and competitive advantage

  Mac cosmetics does not use television ads to advertise their products. They simply use magazines as well as billboard and online ads to promote their products. Mac cosmetics seen all around department stores all over the world. Mac cosmetics are one of the top makeup brand used to glamorize models for both photo shoots and runways. Mac cosmetics additional marketing strategy are the use of certain themes such as movies, animated series, and children’s toys to advance the sales of their products and have a competitive advantage. For example in 2014, Mac cosmetics used the film maleficent to launch a collection to both advertise and further the sales of their makeup line. The collection sold out very quickly because all products sold in the collection are limited edition. This collection had products that resembled the advertise images in the movie as well as Angelina Jolie infamous look. This strategy helps Mac cosmetics advance over other brands. Mac also has collections where the funds are donated to aids foundation so many people who purchase products from that direct line are but only getting an amazing product but also funding foundation that help others. Lastly Mac cosmetics use celebrities to create limited edition lipsticks and collections to boost their sales and advertising. Artist Nicki Minaj had a lipstick named Pink Friday named after her first official album that was a huge success as well as the lipstick. The lipstick was sold out within the first ten minutes it was released

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Ch 1- History and mission statement

                                             


Mac cosmetics was founded in Toronto Canada in the year of 1984. Mac cosmetics was created by Frank Toskan and Frank Angelo. Frank Toskan was a salon owner while Frank Angelo was a photographer and makeup artist. The idea came about through brainstorming due to the lack of vibrant colors to photograph when it came to makeup. Toskan and Angelo wanted to create a professional makeup line that could also be used for personal reasons that was both vibrant and full of life. Mac cosmetics were first sold only to other makeup artist, models and slowly then moved up to stylist and editors. The cosmetic line then became bigger throughout the years and is now sold all over the world in department stores as well as Mac cosmetic stores.

Mission Statement:
All Races, All Sexes, All Ages” conceived to embrace all consumers