M.A.C Brand Analysis
M.A.C Cosmetics Brand Analysis
1.0 Introduction
The cosmetic industry is very competitive industry where product benefits and brand image are keys to success. The purpose of this report is to present an analysis of the brand M.A.C and its product lipstick with focus on T-C-B and I-D-U analysis, a clear positioning statement and target audience (s) including brand loyalty categories. The purpose at the end of this assignment is to have an understanding of what objective M.A.C needs to focus on for a creative strategy in the second part of this assignment.
2.0 Brand & Product Description
The type of product selected for the positioning exercise is lipstick; the specific brand selected is M.A.C cosmetics owned by Estlee Lauder Corporation. It is noted that “lipstick” is a product description and is not owed but the company thus demonstrating M.A.C is one brand corporation. To determine if M.A.C has a strong market positioning within the women’s cosmetic industry particularly with their lipstick product both secondary research (trade publications) and individual “depth” interviews were conduct (see Appendix A ), and will be used for evaluation and conclusion.
3.0 Analysis
The tools/models used for determining M.A.C’s market position were T.C.B & IDU models. The T-C-B model was used as a baseline for a serious of questions to guide a particular set of respondents that M.A.C caters for and is aiming to achieve a strong market position in this select category.
3.1 T-C-B
3.1.1 The Target Customer (T) Positioning
The primary target demographic for any brand of lipstick is female. The types of consumers that are interested in bold colour selection, wanting to feel sexy and fashionable and want a lipstick that fit into their own personal style are M.A.C’s target audience. Thus the respondents used for this analysis are young fashionable conscious individual who seeking a look without compromising on the fashion trends.
3.1.2 The Category need (C) Positioning
There are
1.0 Introduction
The cosmetic industry is very competitive industry where product benefits and brand image are keys to success. The purpose of this report is to present an analysis of the brand M.A.C and its product lipstick with focus on T-C-B and I-D-U analysis, a clear positioning statement and target audience (s) including brand loyalty categories. The purpose at the end of this assignment is to have an understanding of what objective M.A.C needs to focus on for a creative strategy in the second part of this assignment.
2.0 Brand & Product Description
The type of product selected for the positioning exercise is lipstick; the specific brand selected is M.A.C cosmetics owned by Estlee Lauder Corporation. It is noted that “lipstick” is a product description and is not owed but the company thus demonstrating M.A.C is one brand corporation. To determine if M.A.C has a strong market positioning within the women’s cosmetic industry particularly with their lipstick product both secondary research (trade publications) and individual “depth” interviews were conduct (see Appendix A ), and will be used for evaluation and conclusion.
3.0 Analysis
The tools/models used for determining M.A.C’s market position were T.C.B & IDU models. The T-C-B model was used as a baseline for a serious of questions to guide a particular set of respondents that M.A.C caters for and is aiming to achieve a strong market position in this select category.
3.1 T-C-B
3.1.1 The Target Customer (T) Positioning
The primary target demographic for any brand of lipstick is female. The types of consumers that are interested in bold colour selection, wanting to feel sexy and fashionable and want a lipstick that fit into their own personal style are M.A.C’s target audience. Thus the respondents used for this analysis are young fashionable conscious individual who seeking a look without compromising on the fashion trends.
3.1.2 The Category need (C) Positioning
There are