Marketing Plan for MAC Cosmetics

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.