Mac Cosmetics-the Marketing Mix Essay

MAC Cosmetics, was founded in Toronto, Ontario, Canada by Frank Toskan and Frank Angelo in 1985. The first U.S MAC store opened in 2003, in Greenwich Village, cutting York. The troupes growths were initially specifically designed for professional make-up artists, that atomic number 18 now sold to consumers knowledge basewide. ProductsThe collection includes blush, eye shadow, eyeliner, lip gloss, lipstick, mascara, mineral powder and nail polish. Most MAC products are oil free. These oils provide benefits for the skin such as prevention of body of water loss, as they build up in the skin and are not washed away, so the protection is believed to last longer. Pricing strategy macintosh cosmetics are generally costd laster than average cosmetics but consumers dont mind paying more as they are aware of the feeling which the product provides. Core product- M.A.C. gives you the look you compliments.Actual product- face products that have whatever flasher fun with mirrored compa cts. Limited-edition sets packaged in a briskness and reusable M.A.C. Holiday tartan tin, M.A.C. glamorous and my scottish fling mineralize Kits. New collection every seasonCommunication M.A.C cosmetics inform, persuade and reminds potential buyers by the word of mouth strategy as they know their show merchandise and they rely on them as their communication strategy. The company using ups celebrities as representatives or models.Also, they have fashion parties for different occasions, where it brings the celebrity world and the outside world together. This way, M.A.C. benefits a great deal for their publicity. The highlight of M.A.C. is their sales promotion which stimulates their neighboring(a) increases in demand. Their employees are well trained for their job. Their sales representatives offer the best-personalized guest service.Probable target market From what we have researched, our observations show the following macks target market is compatible with its goals and co veted render. The probable target market is groomed at younger to middle aged women (approximately ages 18, 25) based on the advertisement. Products are of high whole tone, and were originally created by makeup artists exclusive use by professionals. The consumer rat expect a product that will last longer than an average quality makeup, this is why the set is at the level it is.The tangible product is classed as a consumer want Pricing is at the higher end of the market, with the average product cost approximately $80. This pricing strategy is effective as it suggests that the products are of extraordinary quality and that the consumer is essentially paying for what they get. This higher price range helps mac communicates status and exclusivity amongst other grasss. mac tell oned makeups are not normally marked down or discounted, as the companys aim is to help consumers recognize the status and prestige of the disgrace name.The products are strategically placed, providing MAC products in a place that provides maximum visibility and well-off access. This includes not only physical advertising such as hoarding and magazine coverage and stores located not only in large-mouthed memory boardping centres and stores such as Myer, but in specific mac stores. MAC, like most companies has evolved with the technological word and provides consumers with limited spare cartridge holder and access (due to geographical location and other preventing movers) online purchasing opportunities with their online store. MAC uses two types of distribution strategies to promote their product.1. Selective distribution- This is not uncommon, with the specialised stores that bewray high quality brands, stock MAC as one of their chosen products, unremarkably in makeup stores or large shops e.g. Myer, where a section of the shop is dedicated to beauty and makeup, and a portion of that section such as a counter is dedicated to MAC. 2. Exclusive distribution This is wher e only classic dealers and selected resellers or dealers, including those in selective distribution or licensed to sell MAC products. This includes individual stores restricted to selling only the chosen brands products such as certified MAC stores. Segmentation strategiesThe MAC Cosmetic Company provides a wide range of different in time homogeneous products to cater for individuals that are all looking for a similar outcome, good quality makeup suited to their skin type. This is a factor that must be taken into consideration when creating segmentation strategies. Appropriate merchandising segmentation is beneficial to the company as it is effective as it can more precisely fulfill the desires of targeted groups. Market segmentation can be divided various categories including geographic, demographic, psychographic behavioral. Geographic- this includes the size, world and climate.MAC designs products suitable for the climate and population that they believe will potentially buy their products Demographic- Relates to the income, gender, family life cycle stage and ethnicity. MACs range of products may be pricey and appear out of reach in comparison to other brands, however the skirt effect is created through this and the quality of product outweighs the price for those who value quality highly. Psychographic- Is about social class, personality and lifestyle of the consumer.MAC products create an image of status and prestige people may find themselves paying for the brand based on reputation, without considering other, less known brands. Behavioral includes usage rate, benefits desired and the consumers loyalty/buying status in regards to the product. Many consumers who use MAC will stay loyal to the brand, finding comfort in what they know works. PositioningMacs competitive positioning in regards to the marketing cockle is achieved well. Its pricing is higher end, but delivers top quality products which leads to brand trust achievement. Consumers are pr epared to pay a higher price in order to receive higher quality products that they can trust.