Marketing Strategy and Plan for Mac Cosmetics Mini Mac Lipstick

Running Head: MARKETING STRATEGY PLAN 1
Marketing Strategy and Plan

MARKETING STRATEGY PLAN 2
Marketing strategy is an approach that the marketing team of a company chooses for
accomplishing their product promotion or marketing related goals. In other words, marketing
strategy defines the strategy or methods that marketing team adopts for spreading awareness
in the potential audience or targeted customers. Selected company for this assignment is
“Mac Cosmetics”, founded in Toronto by Frank Toskan and Frank Angelo. The company
launched a new product “Mini Mac Lipstick” in June 2019. In this essay, a marketing product
strategy that the company used for introduced a new product will be discussed. An ethical
framework will be analysed in this essay for identifying ethical issues which is encountered
while product marketingi.
The success of a new product launch "Mini Mac Lipstick" entirely depends upon the
marketing strategy which is adopted by the company. The management of the company has
previously adopted many marketing plans but the company changes its marketing strategy
with the launch of this particular because it is important to change strategies when time
knocks. In the below paragraphs, steps for adopting marketing strategies are discussedii.
Mac Cosmetics set goals and define objectives about their targeted audience. For launching
lipstick their targeted audience are Women who use lipstick on a regular basis. They analysed
the situation by conducting a customer persona for knowing the attributes of the fashion need
of their targeted audience.
Mac cosmetics map out their mission loudly in society. They outline their message in
pamphlets, television commercial, social media and on various other promotion platforms. In
this campaign, they use their most famous tagline "All ages, all races and all sexes".
While making tactics or strategies they consider the targeted audience, industry factors and
other important elements. While making tactics they include the social media tool because the
young population is connected much more with social media. Management of the company

MARKETING STRATEGY PLAN 3
focused majorly on social media promotion for engaging the young population in order to
bring their attention. For "Ale Lipstick" launched in October 2016, the company focuses
mainly on television promotion but due to the engagement of young population on social
media, the company decided this time to focus majorly on social media toolsiii.
Mac cosmetics understands it very well that time is very precious. Management has made the
timeline for completing its product promotion and release the product in June 2019.
Management of the company made the promotion division. Departments are allotted to team
members who had specialized in their particular department. For example, teams who were
expert in social media handling process were allocated tools related to search engine
optimization. The team member who had strong contacts with the distributor was allocated
retail promotions.
Mac Cosmetics had taken out enough profit margin for their distributors. By following these
tactics, it enhances the motivation of their distributor and retail partners. Management of the
company knows that it is extremely important to keep distributors motivated because they
also help in spreading awareness about the product.
Product Marketing is responsible for the achievement and development of an item by
interfacing client needs to item abilities. The estimation of Product Marketing originates from
its profound comprehension of business sectors, clients and their needsiv.
"Is Lakme cruelty-free" under this article research has been conducted that lipstick and other
cosmetics which (in general) a company makes are cruelty-free or not? Generally, cosmetics
products are affordable and catches the interest of the customers. However, this research has
concluded that cosmetics products especially lipstick use the animal fat of cows and pig. It
means many living animals scarifies their lives just to satisfy the fashion need of human