Marketing Plan for MAC Cosmetics

This marketing plan discusses the strategies implemented by MAC Cosmetics, analysis of the competitive marketing environment, skills required for market analysis, and recommendations for improving marketing strategies.

MARKETING PLAN

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
Brief description regarding theories concept or strategies implemented by organization...........3
TASK 2............................................................................................................................................4
Analysis competitive marketing environment and strategies use by organization for marking
decision making...........................................................................................................................4
TASK 3............................................................................................................................................6
Brief explanation of skills required for analysis market situation and adapt current and future
trends............................................................................................................................................6
TASK 4............................................................................................................................................8
Recommendation required for improve marketing strategies......................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing includes all those activities which help in influencing customer. To
understand this concept MAC Cosmetics has been taken. It is Canadian cosmetic organization
which is founded in 1984 by Frank Toskan in Toronto. At present time its headquarter was
established at New York. As it is undertaken by Estee Lauder company. This organization run
business in fashion industry by dealing in cosmetic product. At initial days they by deal with or
product to people belongs from fashion industry, but increment in the demand of their product
they also deal for people who not belong from fashion industry. Market of MAC Cosmetics has
been spread overall the world. This report has been prepared to define strategies use to find out
target market, relevance of marketing mix for determine price and product strategy. This report
also define current trends and skills require for marketing purpose. And suggestion which help in
improve marketing performance of organization in systematic manner.
TASK1
Brief description regarding theories concept or strategies implemented by organization.
Marketing: The term marketing refer as strategies or activities an organization use to
promote their product as well as services which help in increase sales by attracting customers.
Marketing strategies are those policies through which business entities able to create awareness
regarding their particular products. MAC Cosmetics is consider as one of the top brand of
fashion industry. They use STP strategy for the purpose of marketing. This is the modern
concept which is apply by business corporations to attain their business goals by creating
awareness among public (Melchiorre. and Johnson, 2017).
Market segmentation: In this process managers divide their target market group in small
group. They are belongs from social groups which share same preferences age, perception and
have similar taste of their preference. And then recognize characteristics of each sector of
market customers. In case of MAC Cosmetics their market has been spread overall the entire
world. Now they are dived their cosmetic products for market groups in four categories.
The first categories which is related with women belongs from 25 to 40 age, the second
one is 12 to 25 age group of girls and third one is women belong from above 40 group and
another group is related for children. Their main focus is to women however they also categorise

because with the changes of ages prefers and cosmetic products requirement also change. As the
impact of physical as well as physiological changes.
Management department of MAC Cosmetics also divided each group and then
characterised their preferences, social group, class on the basis of that they formulate strategies.
They also characterise market on the basis of geographical factor as requirement of product are
differ in Asian, European market segment.
Market targeting: In this management department focus on those group or market
segment group which is more profitable and investment in this market can able to enhance
productivity and profitability of organization. On the basis of target particular market
management department formulate business strategies. MAC Cosmetics focus on women belong
from 25 to 40 age group . The main purpose of choosing this group is that most of women need
to buy product for their skin care as they are very curious and have ability to pay for the cosmetic
product they use. Management department of MAC Cosmetics on the basis of identifying
requirement of this group of women formulate strategies regarding different regional (Langston,
and Loreto, 2017).
Product positioning: At this stage organization focus on how they make position of their
product within market economy. On the basis of that manager use their marketing mix.
Management department focus on how effectively they attract or influence their target market
customer to buy their product , the reason for which customer got influence or attract for
purchase their products. They use positioning map and create unique selling proposition which
help in create value among customers. Management department of MAC Cosmetics use hello
kitty as their brand for their China's market segment. They use cartoon brands and pigment
colour for Asian target market sector. Management department focus on using toes tag line
which help in attract and fulfil requirement of different age group of women.

TASK 2
Analysis competitive marketing environment and strategies use by organization for marking
decision making.
MAC Cosmetics after selecting their target market and product positioning range within
market they use marketing mix to attract their customers. By applying tools of marketing mix
organization able to find out their competitive environment and on the basis of that they
formulate strategies which help in attaining business goals.
Marketing mix have 4 elements which includes price, place, product and promotion, with
the changes of time 3 elements are initially added, which includes, physical evidence, procedure,
people. On the basis of their integration manager formulate their policies which help in attaining
goals of organization. Following are the marketing mix of marketing mix of MAC Cosmetics
 Product: At initial days of establishment of this organization, they focus on producing
product only for film star, models , however with changes of time scenario they product
for each group and society of people. marketing mix of MAC Cosmetics currently offers,
make-up skin care, products they also provides brushes, and fragrance tools. For UK
target market customer and women belongs from 25 to 40 age they focus on offering,
primer, Mac Foundation, Concealer, Mac Mid shin eye shadow, Mac Lipstick, MAC
studio Moisture cream, Blush brush, power, face brush, Mac 168 Contour brush. Theses
products are offer to target market customers (Kreutzer, 2019).
 Price: MAC Cosmetics is famous fro providing classic & ironic products thus it build
strong image in market. They use premium pricing strategy for their product to their
target market customer they are self dependence and can able to afford products of MAC
Cosmetics. Value of prices is comparatively high from their rival industries. Management
department of MAC Cosmetics focus on following and work according to product line
pricing strategy. Price of their skin care product is high, value of pop art retail price is
decided for 75 which working women can easily afford.
 Promotion: The company use effective marketing promotional strategy .Thy already
establish their name as they are working and offer products to film stars or people belong
form fashion industry.
For reaching new target market and cover unresearched marketing area they use endorsement
strategy by endorse cosmetic product from celebrities of different region sector , they can attract

and aware public about MAC Cosmetics products. Management department with tie up with
celebrities can easily build trust among their target market group.
Specially in case of young girls as they got attract toward their favourite celebrities product
which they use. With the changes of time they also use social media, and digital marketing
platform, which help in promotion of product of this organization. They also provides
advertisement, through mailing and offer gift respect their potentilla customer and by using
customer relation manage strategy promote their product.
 Place: Products of MAC Cosmetics can be easily valuable at local distributor shop who
tie up with this organization. Due to large market area it deal with all the urban local
distributors to offer products of MAC Cosmetics. Their main focus is that working
women easily get product thy want. Thus they made agreement with local distributors.
 People: For marketing purpose all the department employee of marketing are included,
management department on the basis of researching and collect data from identifying
cultural value and polices, preference of customers formulate policies and work for
attract customers (Homburg, Jozić and Kuehnl, 2017).
 Physical evidence: MAC Cosmetic's provide their product at their own showrooms,
local distribute shop, their show rooms have same equipment and decoration design and
logo they use to attract customers.
 Process: Management department of MAC Cosmetics focus on implement procedure
through which they can easily promote their product. They focus on follow particular
process which help in easily took offer and promote product strategies. All these are
relevant and useful for offering product of organization in effective and relevant manner.
By applying tools of marketing mix MAC Cosmetics able to find out product they offer, place
at where they distribute it ways and strategies help in promoting products as well as theses
marketing mix useful in attaining goal so for organization by increasing venue.
TASK 3
Brief explanation of skills required for analysis market situation and adapt current and future
trends.
At present time following are trends run in fashion industry, which directly impact on the
market and business activities of MAC Cosmetics.

Consumer privacy & KYC: At present time customer focus and attract towards those
organization which provide security regarding personal information of client. As most of
transaction are done by using digital platform thus it is essential for took knowledge about each
customer.
Digital & marketing transformation: The main purpose of this technology is to build
roadmap and capabilities which help in communicate with client in direct manner. And this will
help in increase revenue from customers.
Conversational marketing: This is related with minimal internation of customer with
company during the time of engaged with business translations. It has 5 phase which is started
with innovation trigger this will useful in collect data in electronic formate and interact with
personal (Patsiaouras, 2019).
Changes in perception of customer: At the present time , the whole world is face or
suffer from COVID pandemic which totally change perception of customer. Now hey are more
focusing on using herbal product and avoid using those product which adversely impact on their
skin,.They focus on security of product
For work in ethical manner MAC Cosmetics need to have following skills
 Revenue driven markets: The main focus of organization is to become revenue driven
only after that they can able to manage and work in ethical manner. MAC Cosmetics on
the basis of formulating business strategies enhance revenue driven.
 Know customer and markets: Customer is become the king of the market, specially in
case of fashion industry. Choices and preference of customer has been changes thus it is
essential for organization to understand the requirement or preference of customer. MAC
Cosmetics by using KYC and software collect data regarding their target market
customer.
 Create or build customer relationship: For maintain position market manager need to
formulate strategies which help in build trust among customer. Thus MAC Cosmetics
organize event and use social media to contact with customer and provide product which
help in provide them satisfaction.
 Communication skills: Success of organization depend on how effective organization
communicate with internal as well as environment elements. It is necessary to have
strong communication structure within the organization so employee effective

communicate and share their idea with each other. On the other side they must have build
communication structure so they can understand feedback requirement of customer.
Having great communication skills also useful in attaining competitive business
advantage.
 Risk management: Organizations must have skill to undertake risk, they must have
capabilities which will help in influencing personal. Organization get successful and
maintain their position in market only when they take risk , to manage and work
according to recent trend use technologies all require abilities to bear risk of loss, failure.
Management department of MAC Cosmetics took risk for using marketing strategies.
 Use environment scanning: By using tools of SWOT, Pestle benchmark, balance
scorecard and porter's five model all thee tool useful in identify impact of internal as well
as external factor on organization. On the basis of that marketing trends are identifying
and strategies are formulate. Manager of MAC Cosmetics use this strategy which help in
understanding trend and customer preference.
TASK 4
Recommendation required for improve marketing strategies.
MAC Cosmetics is run their business in economic market in effect manner. However due
to the impact of COVID – 19 pandemic the whole scenario has been changed organization
suffers from many problems. For overcome the impact of this pandemic and improve
performance of MAC Cosmetics they need to follow this suggestion
MAC Cosmetics need to use contact marketing strategy to improve their skills. This will
help in identifying those market or are where organization not able to spread their marketing
share, and this will useful to deal in effective manner with customers.
Management department of mac cosmetics need to use those product which are positivity
impact on skin of their target market customer, this will help in reduce the cases and chance of
conflict.
By using social media and start of campaign regarding taken feedback organization need
to focus on requirement of customer and on the basis of that they can easily focus on the
requirement of customer and build or formulate strategies which help in attaining sustain
business advantage.

They also need to focus on safety measurement and tool they use during the time of
marketing or promotion of product.
They also need to use search engine optimization software, this tool useful in find out or
search target market customer and collect all the relevant data it also define or record essential
information which help in attain goal.
They by using marketing strategies and work according to segmented, target market ,and
on product pricing basis able to find out the best target market investment in this market help in
create businesses profits.
For successful implement marketing strategies, direct marketing this will help in managing all
the resource of organization in effective manner (Sekerin, Gorlevskaya, Gusov,. and Gorokhova,
2018).
They need to build or enforcing and controlling internal coherence which may cause
failure of marketing strategies and tools use by organization to attract their customer. manager
need to find out and communicate with local distribute as well as in urban area so this
organization's market share has been increase.
They need to innovate those idea in use strategies distributing packaging technique which
attract customer. They also focus on applying marketing tool in a manner which not increase cost
of marketing department on the basis of that MAC Cosmetics able to maintain or improve
organization performance. This will useful for work in effective manner and this will help in
attract customers as well as build strong image among public. Theses strategies help in attract
customers which will help in attaining goals of organization.
CONCLUSION
From the above analysis it has been concluded that every business organization need to
use marketing strategies for successful maintain their position within market. By applying
targeting, product pricing, and consumer segmentation strategy organization able to find out
those social group which is beneficial for their business activities. On the basis of that
management department formulate policies and strategies by using marketing mix. They
according to trends which currently change perception of customer, prepare marketing plan.
Which include search engine, digital marketing and content marketing. Organization by
maintain contact with customer through using customer relationship management strategy

communicate and understand customer requirement which successful implement marketing plan
within the market.

REFERENCES
Books and journals
Melchiorre, M. M. and Johnson, S. A., 2017. Finding new ways to reach older students: Creating
a social media marketing plan for professional and continuing higher education
programs. The Journal of Continuing Higher Education, 65(2). pp.73-81.
Langston, R. and Loreto, D., 2017. Seamless integration of predictive analytics and CRM within
an undergraduate admissions recruitment and marketing plan. trategic Enrollment
Management Quarterly, 4(4). pp.161-172.
Kreutzer, R. T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management (pp. 225-229). Springer, Cham.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3). pp.377-401.
Patsiaouras, G., 2019. Marketing concepts can have a life of their own: Representation and
pluralism in marketing concept analysis. Marketing Theory, 19(4), pp.559-566.
Sekerin, V. D., Gorlevskaya, L. E., Gusov, A.Z. and Gorokhova, A. E., 2018. Formation of
ecosystem marketing concept. Journal of Environmental Management & Tourism, 9(1
(25). pp.160-166.