MAC COSMETICS

Presentation for: Shegofta ShabnomCourse Code: BUS 101

Prepared by:1.Sheikh Saif Ahmed-1331078630 2. Tasneem Karim- 1331006630 3. Nabila Nishat- 1330518630 4. Md. Mehedi Hasan-1331100030

INTRODUCTION

• MAC Cosmetics, which stands for Makeup Artist Cosmetics, was founded in Toronto ,Ontario,Canada by Frank Toskan and Frank Angelo in 1984 with the assistance of chemist Vic Casale.The first U.S MAC store opened in 1991, in New York.

• The company's products were initially specifically designed for professional make-up artists but are now sold to consumers worldwide.

MISSION

“All Races, All Sexes, All Ages” conceived to embrace all consumers.To be the worlds leading make-up authority among both professional make-up artists and consumers.To meet customers need for superior quality services and to provide secure & challenging work environment for all employees.As an organization it commits itself to high standards and creative development with an enterprise concept that all pains have gains.

VISION

MAC cosmetics was founded with a creative vision to fill the gap between makeup artistry and fashion photography. Long before their company history, MAC cosmetics founders directed their product line towards professionals in the beauty and fashion industry who had to rely on heavy cosmetics, cake makeup and stage makeup to create the visual effects needed to withstand bright lighting during photo shoots

CSR-Corporate Social Responsibility

M.A.C. Cosmetics is a great example of a company that practices corporate social responsibility.MAC has five social initiative programs currently in place

1.MAC Cruelty-Free Beauty: MAC formerly guaranteed that no animal testing was performed by themselves or their suppliers.

2.Back 2 MAC Recycling: offers free lipgloss, eyeshadow, or lipstick at any MAC location (lipsticks only at MAC counters in department stores) with the return of six empty MAC containers

3.MAC Kids Helping Kids: started in 1994 where kids affected or infected by HIV/AIDS create images that are reproduced as greeting cards. 100% of selling price goes back to participating organizations.

4.The MAC AIDS Fund: supports community organizations providing direct services to men, women and children affected or infected by HIV/AIDS. To date the foundation has raised over $295,000,000 usd since its inception in 1994.

5. MAC Viva Glam: 100% of the purchase price of any Viva Glam product (lipsticks, lipglasses and holiday sets)goes to the MAC Aids Fund.

Marketing StrategyM.A.C Cosmetics markets its goods and services to both individuals and organizations. In the early development of the company M.A.C make-up was made purposely for professional make up artists to with-stand rigorous wear of make-up for models during photo-shoot and fashion shows. Now M.A.C markets to women of all ages and ethnicities.Although M.A.C Cosmetics trade in the niche market where its target market is only female.

Product Line Along With Price:

• 1.MAC brush-$35.00• 2.MAC eye shadow-$15.00• 3.MAC lipglass-$15.00• 4.MAC lustreglass-$20.27• 5.MAC nail lacquer-$16.00• 6.MAC plush lash mascara-$22.79• 7.MAC pro long wear Lipcolour-$13.20• 8.MAC Studio Tech Foundation-$48.68• 9.MAC A Fabulous Fantasy Lip Kit-$40.00• 10.MAC Antonio Lopez mirror-$40.00• 11.MAC beauty powder-$27.00• 12.MAC lipstick-$16.00

SALES PROMOTION

• Personal selling is one of the oldest forms of promotion. M.A.C Cosmetics follows this strategy and stands out as the world's largest make up company.

Personal Selling:

ADVERTISING:

• M.A.C. Cosmetics was initially distributed among friends only in the fashion industry and till today M.A.C. does not ever have to conduct any kind of advertising.This is all credited to word of mouth publicity and celebrity endorsements, which usually includes models, pro make-up artists and actresses.

Advertising Viva GlamM.A.C uses celebrities such as Nicki Minaj, Ricky Martin and Lady Gaga to promote Viva Glam product line.

PLACE

• Mac cosmetics uses exclusive retail outlet place to sell their product rather than choosing another distribution channel.

SWOT Analysis

Brand Strengths:

MAC Cosmetics is a world renowned cosmetic company.The company’s unique and well known brand image has created a strong celebrity following. In addition, the brand receives a vast amount of word of mouth endorsements from professional make up artists. MAC Cosmetics prides itself in creating high quality, fashion forward products that are cruelty free while providing consumers with the experience of being attended to by highly trained makeup professionals.

Brand Weaknesses:

MAC Cosmetics does not have a large amount of weaknesses. One weakness the company is facing is that the pricing of its products.So for this reason MAC cosmetics products are largely available to the professional and celebrities only. Only a very few common people can purchase it

Brand Opportunity:MAC Cosmetics has a few marketing opportunities available to them Firstly, MAC has the opportunity to create more freestanding stores rather than having a small spot designated for the company in a larger department They also have an opportunity for International expansion. In society today, consumers have become more health conscious and MAC Cosmetics has the opportunity to advertise that all of their products are cruelty free and they contain ingredients of the highest quality. Finally, existing programs like the MAC Aids Fund present additional marketing opportunity for the cosmetics company.

Threats:

Threats that MAC Cosmetics is currently facing are mainly competitors. In regards to competitive threats,the main threat is in their pricing.Because their prices are very high.their products are unable to reach to the common people unlike Loreal and Revlon whose prices are comparatively cheaper

Competitive Analysis

MAC cosmetics is owned by parent company Estée Lauder and competes directly with L’Oréal brands Maybelline and Revlon in the Canadian cosmetic industry. L’Oréal currently holds the top spot in cosmetics. Revlon is another competitor in cosmetics.

• Revlon products are sold at competitive prices while MAC is sold at value based prices. Loreal and Revlons’ original products are available in local market but original M.A.C’s products are not available. Compare to MAC products the prices of Loreal and Revlon are much cheaper and thus available to the common people,But however how much costly the MAC products may be but quality of MAC products are much better than Loreal and Revlon

Recommendation

1.M.A.C cosmetics charges high price for its product which allows only rich people to buy.So M.A.C Cosmetics should reduce their price so that common people can buy it

2.M.A.C Cosmetics should also go for diffrent product line such as beauty cream,beauty soap,shampoo,lotion etc

3.M.A.C cosmetics should change their distribution channel to make their product more available

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