Marketing Paper - MAC Cosmetics - Product & Place Strategy
MKTG 200
Paper #2 – Product Survey
Founded by Frank Toskan of Canada in 1984, Makeup Art Cosmetics company is one of the few companies which has used innovative PR and unconventional marketing to create a niche for itself without spending millions of pounds in advertising. The company began by giving away their cosmetics to makeup artists that worked with top models and actresses. MAC developed products that helped artists achieve the right look for stage lighting conditions. It is one of the few brands on the market which has colours to match every skin tone and colour. Working on a simple all encompassing Brand Positioning of Makeup for All ages, all races, all sexes, its brand values project MAC Makeup as attitudinally hip, artfully irreverent, dedicated fully to the art of self-decoration and the realization of the Individual. The brand personality is cosmopolitan, innovative, irreverent, Original, which has almost created a Cult like following. Loved by women of all ages, it is one of the few fashion brands which truly transcend age. (Viral Marketing, November 9, 2007).
MAC fits into the classification of consumer products known as “shopping products”. A shopping product is usually more expensive than a convenience product and is found in fewer stores. Consumers usually buy a shopping product only after comparing several brands or stores on style, practicality, price and lifestyle compar-ability. They are willing to invest some effort into this process to get the desired benefits. There are two types of shopping products: homogenous and heterogeneous. MAC is a perceived as a heterogeneous product because consumers perceive it as being essentially different – for example, furniture, housing, clothing and universities. ( MKTG 200 – Student Edition, 2013. Lamb/Hair/McDaniel)
As one of the 25 individual cosmetic brands that are owned by Estee Lauder cosmetics, MAC varies in use and performance and meets the needs of specific market of women
Paper #2 – Product Survey
Founded by Frank Toskan of Canada in 1984, Makeup Art Cosmetics company is one of the few companies which has used innovative PR and unconventional marketing to create a niche for itself without spending millions of pounds in advertising. The company began by giving away their cosmetics to makeup artists that worked with top models and actresses. MAC developed products that helped artists achieve the right look for stage lighting conditions. It is one of the few brands on the market which has colours to match every skin tone and colour. Working on a simple all encompassing Brand Positioning of Makeup for All ages, all races, all sexes, its brand values project MAC Makeup as attitudinally hip, artfully irreverent, dedicated fully to the art of self-decoration and the realization of the Individual. The brand personality is cosmopolitan, innovative, irreverent, Original, which has almost created a Cult like following. Loved by women of all ages, it is one of the few fashion brands which truly transcend age. (Viral Marketing, November 9, 2007).
MAC fits into the classification of consumer products known as “shopping products”. A shopping product is usually more expensive than a convenience product and is found in fewer stores. Consumers usually buy a shopping product only after comparing several brands or stores on style, practicality, price and lifestyle compar-ability. They are willing to invest some effort into this process to get the desired benefits. There are two types of shopping products: homogenous and heterogeneous. MAC is a perceived as a heterogeneous product because consumers perceive it as being essentially different – for example, furniture, housing, clothing and universities. ( MKTG 200 – Student Edition, 2013. Lamb/Hair/McDaniel)
As one of the 25 individual cosmetic brands that are owned by Estee Lauder cosmetics, MAC varies in use and performance and meets the needs of specific market of women
References: MAC Connections Power Point Presentation MAC Product Knowledge Manuel The MAC Talk www.macaidsfund.com www.maccosmetics.com VALS Employee Survey, The Stanford Research Group How to Cite this Page MLA Citation: "Mac Cosmetics." 123HelpMe.com. 25 Sep 2013 .