Detailed Analysis of MAC Cosmetics' Marketing Mix Strategies
VerifiedAdded on 2023/03/24
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AI Summary
This report provides a detailed analysis of the marketing mix employed by MAC Cosmetics, a prominent player in the cosmetics industry. It examines the product component, highlighting the variety of colors, textures, and high-quality brushes designed for long-lasting use and to withstand bright lights. The pricing strategy is discussed, noting the premium prices reflecting the brand's initial focus on professional makeup artists. The report further explores the distribution or 'place' strategy, detailing the use of various stores, outlets, and online channels with air transportation for swift delivery. Finally, it delves into the promotion strategies, from initial word-of-mouth marketing to segmentation-based promotional campaigns like personal selling, advertising videos, and the 'Viva Glam' campaigns, as well as the offer of free makeup tutorials to attract customers. The report references key academic sources to support its analysis of these marketing mix components.
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