Mac Cosmetics Marketing Strategies

This assignment analyzes the current marketing strategies employed by Mac Cosmetics, with a particular focus on their online presence. It examines how the company utilizes platforms like Facebook and Twitter to engage with customers, and the effectiveness of these strategies based on customer feedback. The analysis also provides recommendations for improving Mac Cosmetics' digital marketing efforts, including suggestions for using online advertising, email marketing, and targeted promotions aligned with customer preferences and lifestyles.

UNIT 8 RESEARCH
PROJECT

Table of Contents
TASK-1 ...........................................................................................................................................3
Title ............................................................................................................................................3
Introduction.................................................................................................................................3
Background.................................................................................................................................3
Aims ...........................................................................................................................................3
TASK-2............................................................................................................................................5
Literature review.........................................................................................................................5
TASK-3............................................................................................................................................8
Research methodology ...............................................................................................................8
Questionnaire .............................................................................................................................9
TASK-4..........................................................................................................................................12
Data analysis ............................................................................................................................12
TASK-5..........................................................................................................................................15
Findings ....................................................................................................................................15
TASK-6 .........................................................................................................................................16
Conclusion and recommendation .............................................................................................16
REFERENCES .............................................................................................................................17

TASK-1
Title
“To analyse the impact of internet marketing on performance of make-up industry
Introduction
Today in this industry of cosmetic and make up the internet marketing is been used in
order to promote its products and services in the target market (Ramanathan, Ramanathan and
Zhang, 2016). This in turn will grab more number of customers and eventually the sales of this
industry will increase .The way in which customers make their purchasing decision can be
aligned by making use of internet marketing in this industry. Before making out any final
decision a lot of customers are making use of social media and research on cell phones .The sales
performance of the companies will also have an impact due to use of internet marketing in the
business.
Mac is a well-known make-up industry in the UK. The high quality services is been
offered by this industry . In this report the research will be conducted in order to increase the
sales of performance of the Mac make-up industry in order to increase its sales performance.
Background
The operating environment of this industry has been changed due to recent growth of the
internet. In order to provide travel information and online transaction the internet has become an
innovative marketing tool. Due to practicality, accessibility and convenience now-a-days it is
very common to conduct any business online. In order to develop relations with consumers
internet marketing is an effective way (Examining the Beauty Industry’s Use of Social
Influencers, 2017). To reach out more number of customers and increase the sale of their firms
this industry such as Mac is making use of internet marketing. A communication tool such as
internet allows individuals and organization to overcome geographical, time and age constraints.
Around the globe it allows the consumes and the companies to connect at any time as per their
convenience.
Aims
To analyze the impact of Internet marketing on performance of Mac industry .
Objective
 To understand the concept of internet marketing
 To evaluate the role of Internet marketing in cosmetic sector

 To analyse the relationship between internet marketing and performance of make-up
industry
 To develop recommendation for the effective use of internet marketing tools in this
industry
Questions
 What is the importance of internet marketing on increasing the sales of Mac industry ?
 What is the relationship between internet marketing and cosmetic industry performance ?
 What is the concept of internet marketing ?

TASK-2
Literature review
The concept of internet marketing
As per Ainin and Mohd Shuib, (2015), internet marketing is the promotion of products
and services that is been offered by the company on the web or Internet. Through regular, low-
cost personalized communication the internet marketing enables the companies to build
relations. When examining the ratio of cost in order to reach out to the target audience internet
marketing is in inexpensive. For a small fraction of traditional advertising budget business can
reach out to a wide audience. The advantages of using internet marketing tool is the business are
many. Without setting up the local outlets the product and services can be sold in any part of the
country. The customer-base can be widened due to this. In different countries without opening a
network of distributors one can also build export business. By building a profile of customers
purchasing history and preferences the internet marketing enables personalization of offers. On
the contrary note, as per Bilgihan and Bujisic, (2015), marketing is completely based on
advertisements the marketer will not be able to make use personal interaction to influence the
audience. The targeted offer can be made as per the interest of customers by tracking the web
pages and product information that is been visited by prospects. With customers the relations can
be build by using internet marketing and the customer interaction levels can also be increased.
The relationship can be maintained by e-mailing customers regular with special, personalized
offers. However on the other hand on the privacy and anonymity of users there has been
implication due to use of online advertisements. By using this concept Mac industry will able to
promote the services that is being provided by them such as freelance, saloon facility. The
customers will get to know about this industry in more detail
The role of Internet marketing in cosmetic sector
According to Ainin and Mohd Shuib, (2015)_,the main reason why many of this industries fail
is because of poor or non-extent marketing or advertising. So, this sector need to pay attention on
advertising and marketing in order to achieve success in this field. An essential part is been
played by social media in today's cosmetic marketing. In every make up industry an online
billing system need to be there through which customers can easily book their appointments..
The high-quality websites need to be made in order to make the websites appealing for the
customers. The decision to visit the Mac or not will be based on the website that is been made

by this industry. The marketing tool such as social media sites such as Facebook, twitter, you-
tube etc help Mac to develop a positive image . At a lower price this industry will be able to
reach out to more number of customers .And also the clear information about this cosmetic
industry will be given to visitors who visit the office website of Mac. For this industry the
internet has become a major distribution channel as it gives wide choices and immediate booking
facility for customers and also it is available 24 hours a day. The revenue of this industry have
also been increase due to use of internet marketing tools. As per Wang and Fong, (2015), the
deposit is been charged prior to booking an appointment and also at the time of booking the
credit cards can also be verified. The expenses of make-up industry of telephone lines, faxes,
mail, creating workshops etc have been reduced due to use of online marketing such as e-mail,
social media sites, online advertisements. Also by making use of internet marketing the
customers will able to give their feedback based on performance and quality of service that is
been offer by this hotel. This in turn will help the industry and the employees that is working
over there to improve the area in which they are working .

The relationship between internet marketing and performance of make-up industry
According to Ramanathan, Ramanathan and Zhang, (2016), the performance of this
industry will improve by making use of internet marketing. This industry will get to know about
the area in which they have to work on so that they can gain competitive advantage from rival
cosmetic industry by making of internet marketing tools. By filing the expectations of customer
this industry will be able to increase the sales of their business. Also the overall expense that is
been invested in traditional marketing will reduce due to use modern methods for marketings
such internet marketing which cost much less in comparison with traditional marketing methods.
The better performance such as online presence , feedback from customers etc will be given by
make up industry due to use of these marketing tools. A large number of customers will get to
know about the services given by this industry which in turn will be good for the business and
also the on broader platform business will expand.
Developing recommendation for the effective use of internet marketing tools in Mac make-up
industry
Internet marketing through websites – As per Phillips and Schegg, (2017) ,the most effective
online marketing tool for internet marketing of this industry is a website. The attractive ideas
need to be made by marketing experts. Thus making the web site attractive for visitors or
customers. The accurate, reliable and informative information need to be given in this website.
About the products and services that is been given by this industry the reliable information need
to be given and also without the risk the possibility of booking of products and services need to
be given. The direct booking is the most cost effective methods as there is no payment of
commission to intermediaries. As the main sales channel every make up industry need to take
care of its own website. With current trends in the make up industry the website need to be
updated regularly .The more potential customers can be attracted by special deals and packages
of service. On the internet the main carrier of marketing activities are web site. Between service
users and this industry a solid trust will be developed as stated by Kim, Lim and Brymer,
(2015).
Internet marketing via email – When the product or service need to be offered directly to a client
then the email marketing can be used by Mac . Via email the multiple benefits can be achieved
by this sector. They are as follows-:

 The new customers will be targeted towards the products and services offered by this
industry
 The existing users will stay royal to this industry and there are chances that they will
visit the Mac again as through e-mail the employers will constantly send emails about
special offers and packages
 The brand awareness will be developed and market position will also improve. The most
cheaper and efficient way of online marketing. The most important advantage of e-mail
marketing is personalization that are for specific user the message is made. The
purchasing is been made by the user if he/she finds that offer interesting.
Internet marketing through social networks - In the internet sphere, social networks is a new
phenomenon .As per Kim and Park, (2017), some of the social marketing tools are you tube,
twitter Facebook, four square etc. The one such advantage of suing this for promotion is that they
are relatively low cost of campaign. The quick feedback is possible through that this industry
will get to know where their products and services are liked by customers or not. The cosmetic
sector can also promote its services and products is an easy and effective way. They can build or
develop relations with customers which will be good for their business in future years.
TASK-3
Research methodology
It is an essential aspect as it will helps to conduct research in an efficient ways. In this
reach that is been done there are different techniques and methods that are used. The insight
knowledge about this topics can be gained from this. The below are the research methodologies
that is been used in this research .
Research approach – The attention is been made on aim that is been set up by researchers.
Basically they are of tow types that is inductive and deductive (DeFranco, Morosan and Hua,
2017.). The research that is been don will make use of inductive approach as it will help to gain
insight knowledge on the topic of research.
Research philosophy – On the issues that are in the context of research the proper investigation
on the issues will be made from this. The positivism and interpretivism are two types of reach
philosophy. The interpretivism will be used in this research as it helps to pay attention on the
objectives that is set for this research topic.

Research design – The historic research deign, case study, descriptive, experimental research
design etc are some of the research designs. In this reach the descriptive design will be used as
the theories that is based on aim and objective will be focused by using this design and also the
insight knowledge will be gained on research topic (Bilgihan and Bujisic, 2015)
Data collection – The data can be collected in this by using different types of sources. The
primary and secondary data collection are two type of data collection methods. Both primary and
secondary data collection is used here. Through questionnaire primary data collection was
conduct and through journals, books, news letter , internet etc the secondary research was done.
Data analysis – In order to conclude an appropriate results the information that is collected need
to be properly analyzed. The quantitative and qualitative methods are two type of data analysis
methods. The qualitative methods is been used in this research in which the thematic style will
be applied. Through thematic style the information can be presented in the for of tables, graphs,
charts etc.
Sample size- In order to conduct this research the sample size of about 20 employees was taken
and among them the questionnaire that was made distributed randomly among them(Ainin and
Mohd Shuib, 2015).
Ethical consideration – During this research the privacy to each participant was given and no
information was leaked about any participant and also the information that is used in this
research is not meant to cause any harm to anyone.
Questionnaire

Name -
Age-
E-mail -
Gender -
Contact number-
1. Do you agree that by making use of online booking system the better experience to
customers can be given?
 Agree
 Strongly agree
 Both agree and disagree
 Disagree
 Strongly disagree
2. Do you think that is it is most effective way to promote the products and service that is been
offered by this make -up industry on company website
 Yes
 No
 Maybe
3. Are you satisfied with the service of online booking sites that is offered by your company
 Yes
 No
4. According to you which is the most effective way by promotions that can be used by this
industry to increase its sales performance
 Social media sites
 E-mail
 Company official website
5. Do you thinks that feedback that is given by customers have an impact on performance of
employees working at this make-up industry?
 Yes
 No
 Maybe
6. Are the feedback given by customers take seriously by employees and this industry ?

 Yes
 No
 Maybe
7. .Do agree that due to use of online booking system the customers are much more aware
about the Mac?
 Agree
 Strongly agree
 Both agree and disagree
 Disagree
 Strongly disagree
8. Do you agree that special offers and packages that is been given to specific customer
through e-mails has helped this sector to increase its sale and performance ?
 Agree
 Strongly agree
 Both agree and disagree
 Disagree
 Strongly disagree
9. Are you happy with the use of online internet marketing used in Mac make -up industry?
 Yes
 No
 Maybe
TASK-4
Data analysis
Theme 1: Most of the managers think that through online booking system the better experiences
to customers can be given

Do you agree that by making use of online
booking system the better experience to
customers can be given?
Frequency
Agree
Strongly agree
Both agree and disagree
Disagree
Strongly disagree
5
10
2
2
1
Interpretation – About 10 employees strongly agree that the better experiences to customers can
be given through online booking system as by siting at home they can go through the product
and services that is given by this sector and also they can book the type of services as per their
preference.
Theme 2: The employees agree that make-up website is the best medium, to promote the
product and service that is given by them.
Do you think that is it is most effective way to
promote the products and service that is been
offered by this indutry on company website
Frequency
Yes 15

No
May be
2
3
Interpretation- About 15 employees said yes that the best way to promote the services of this
industry is through Mac website. As in this all the correct and reliable information about this
industry will be given also the packages and special offers will be mentioned.
Theme 3: The employees are happy with the services that is offered by online booking system in
this industry
Are you satisfied with the service of online
booking sites that is offered by your industry
Frequency
Yes
No
17
3

Interpretation- About 17 employees are happy with the use of online booking system in this
industry as they think this has increase the sales performance of this industry and have also
increase the visitors who are purchasing the make-up products and also the salon is also visited
by them.
Theme 4:The official website of Mac is the best way to do promotions of this industry
According to you which is the most effective
way by promotions that can be used by this
industry to increase its sales performance
Frequency
Social media sites
E-mail
Company official website
6
4
10

Interpretation- About 10 employees think that the best way for promotion is Mac website as all
the correct information to visitors it will be updated on a regular basis and the latest news will
be given on this regarding the company products and services .
Theme 5: The employees think that on the performance of the employee and this industry there
is an impact due to feedback that is given by customers.
Do you think that feedback that is given by
customers have an impact on performance of
employees working in this industry
Frequency
Yes
No
May be
10
2
8

Interpretation- About the 10 employees think that there is an impact on performance of the
employees and this industry is there due to feedback that is given to customers. All the areas
where customers think the improvement need to be done is been modified by Mac.
Theme 6: The feedback that is been given by customers are taken seriously in this industry
Are the feedback given by customers take
seriously by employees and this industry ?
Frequency
Yes
No
May be
15
2
3

Interpretation- About 15 employees think that feedback of customer are been taken seriously
and based on that the modification is been done so that customer will be attracted towards the
services that is been given by this make-up industry .
Theme 7: The employees think that by making use of Internet marketing there is more
awareness is there among customers about Mac cosmetic
Do agree that due to use of Internet marketing
he customers are much more aware about the
this industry ?
Frequency
Agree
Strongly agree
Both agree and disagree
Disagree
Strongly disagree
3
10
5
1
1

Interpretation- About 10 employees strongly agree that popularity can be gained about this
sector through use of internet marketing tools. The visitors are increasing every due to
promotion that is been done through e-mail, social media, websites etc.
Theme 8: The employees think that through use of e-mail the special offers and packages are
given to specific customers
Do you agree that special offers and packages
that is been given to specific customer
through e-mails has helped this industry to
increase its sale and performance?
Frequency
Agree
Strongly agree
Both agree and disagree
Disagree
Strongly disagree
4
10
4
1
1

Interpretation- About 10 employees think that most cost effective way is e-mail and also the
specific customers are been targeted by this cosmetic industry by using e-mail marketing tool.
Based on likes and dislikes of customers the packages are been offered to each customers.
Theme 9:The employees are happy with use of internet marketing at Mac
Are you happy with the use of online internet
marketing used in this industry?
Frequency
Yes
No
May be
8
3
9

Interpretation- About 9 employees neither said yes or no about the use online internet marketing
at this industry . They think the Mac need to make more use of online advertisements, search
engine optimization etc in order to grab more number of people and earn profit in the market.
TASK-5
Findings
It is been found that more and more make-up industries today are making use internet
marketing tools such as company, website, e-mails, social media sites etc in order to increase the
level of performance. The better experience to customers are been given through online booking
system and also the feedback that is been given helps this industry to increase their
performance. The sales performance of this industry is also increase as keeping in mind the
customers the packages are been made .The customer satisfaction is also more as per their likes
and dislikes they are been offered the products and services.
TASK-6
Conclusion and recommendation
Thus summing up the above report it can be concluded that by making use of internet
marketing make-up industry can increase its performance. The customer satisfaction will be
more and also they will get to know the area on which they need to improve their performance
by the feedback that is given by customers on these platforms such as Facebook, twitter etc.

It is been recommended that Mac cosmetic industry need to make use of online
advertisements, e-mails, social media sites etc in order to grab or attract more number of
customers towards their products and services . In order to repeat customers they should provide
them with specific packages and e-mail each customers about it. Keeping in mind the choice and
lifestyle of customers the promotions should be done by this industry .

REFERENCES
Books and journals
Ainin, S. and Mohd Shuib, N.L., 2015. Factors influencing the use of social media by SMEs and
its performance outcomes. Industrial Management & Data Systems, 115(3), pp.570-588.
Bilgihan, A. and Bujisic, M., 2015. The effect of website features in online relationship
marketing: A case of online hotel booking. Electronic Commerce Research and
Applications, 14(4), pp.222-232.
DeFranco, A.L., Morosan, C. and Hua, N., 2017. Moderating the impact of e-commerce
expenses on financial performance in US upper upscale hotels: The role of property size.
Tourism Economics, 23(2), pp.429-447.
Kim, W.G. and Park, S.A., 2017. Social media review rating versus traditional customer
satisfaction: Which one has more incremental predictive power in explaining hotel
performance?. International Journal of Contemporary Hospitality Management, 29(2),
pp.784-802.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Phillips, P. and Schegg, R., 2017. Understanding the impact of online reviews on hotel
performance: an empirical analysis. Journal of Travel Research, 56(2), pp.235-249.
Ramanathan, R., Ramanathan, U. and Zhang, Y., 2016. Linking operations, marketing and
environmental capabilities and diversification to hotel performance: A data envelopment
analysis approach. International Journal of Production Economics, 176, pp.111-122.
Wang, L. and Fong, D.K.C., 2015. Impact of hotel website quality on online booking intentions:
eTrust as a mediator. International Journal of Hospitality Management, 47, pp.108-115.
Online
Examining the Beauty Industry’s Use of Social Influencers. 2017.[PDF]
<https://www.elon.edu/u/academics/communications/journal/wp-content/uploads/sites/
153/2017/06/08_Kristen_Forbes.pdf/>