Detailed Analysis of MAC Cosmetics' Marketing Mix Strategies

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.

MAC
COSMETICS
M A R K E T I N G M I X

INTRODUCTI
ON
T H E R E P O R T D E A L S W I T H T H E M A R K E T I N G
M I X F U N C T I O N S W H I C H I S R E Q U I R E D F O R
E F F E C T I V E W O R K I N G O F A N O R G A N I Z A T I O N

• Marketing Mix is basically a combination of several factors that can be
controlled by the company to pull down the eyeballs of the customers to
buy the products (Hamzah and Sutanta, 2016).

M A C C O S M E T I C S
A B O U T M A C
T H E C O M P A N Y I S A C O S M E T I C M A N U F A C T U R E R W H I C H I S
H E A D Q U A R T E R E D I N U N I T E D S T A T E S L E A D I N G I N
P R O V I D I N G Q U A L I T Y P R O D U C T S T O M E E T C O N S U M E R S
D E M A N D S

Owing to the existence of
MAC Cosmetics in the
year of 1985, the
organization was found
by Frank Toskan and
Frank Angelo. Initially,
the organization aimed
to cater its products only
to professional makeup
artists, but with time
they have changed the
selling strategy aiming to
pull down all the
consumers.

MARKETING
MIX
C O M P O N E N T FA C T O R S

P R O D U C T
• Variety of colors and
textures;
• Better used for long
duration (Luo, Roach and
Jiratchot., 2016).

• Brushes are of high quality;
• Aimed to withstand bright
light.
• Meeting Quality Standards

P R I C E
• Since the organization aimed
initially to tap makeup artists
who were professionally
qualified, so the prices are high
in comparison to other brands
(Harrington and et.al., 2017).
– Mascara ranges from 13pounds to 25 pounds;
– Lipstick ranges from 12 pounds to 18 pounds.
– Foundation from 25pounds to 38 pounds.

P LA C E
The organization opened its
various stores and outlets to
target and pull the customers.
Apparently, the products
ordered online are shipped
through air transportation for
faster delivery (Datta, Ailawadi and
van Heerde, 2017).

• Target potential customers
• Good mediator to transfer
products to final consumers
(Steenkamp, 2017).

P R O M O T I O N
The firmed promoted its product through word to
mouth when it came into existence. After grabbing the
market share, it segmented the marked and formed
various promotion strategies. Personal selling,
advertising videos of makeup artists using these
products, ‘viva glam’ campaigns etc were promotional
strategies adopted by organization. Also, to attract the
eyeballs of the customers, firm initiated a special
scheme that if customers purchase product from their
flagship stores, free makeup tutorials and lessons will
be given to them (Yang and Lee, 2016).

• Targeting similar groups of
customers
• Organizing campaigns

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R E F E R E N C E S