marketing mix MAC

figure 1.

M.A.C.stands for Makeup Art Cosmetics, was founded by Frank Toskan and Frank Angelo in Toronto, Canada. The cosmetics were firstly distributed between friends, photographers and models. 

''As the magazine credits racked up and word-of-mouth popularity grew, the duo launched M·A·C in March 1984 from a counter in a Toronto department store.''

In 1994 M.A.C Cosmetics launched M.A.C Aids Fund, first cosmetic brand to bring charity, to support everybody affected by AIDS/HIV. The fund is supported by many celebrities worldwide, actively campaigning for VIVA GLAM lipstick, from which all sales are donated to mentioned fund. In 1988 after death of co-founder Frank Angelo M.A.C Cosmetics were acquired by Estee Lauder. Nowadays MAC Cosmetics is used by women and men all races globally. For full story visit website here.

1.PRODUCT

''All ages, all races, all sexes''

as a company life motto

M.A.C Cosmetics (see fig.1) sell a variety of products from professional make up to fragrances. Over the years working under the watchful eye of Estee Lauder, M.A.C. gained a worldwide recognition and respect as a brand, especially in fashion industry. Multiple celebrities (see fig.2) worked and continue working alongside the brand, mainly supporting Viva Glam campaign, from which all the earnings are being passed to AIDS/HIV charity.

figure 2

In her article in 'The Guardian', Anna Chester (Chesters, A, 2011) says: ''It's probably their attitude as much as anything. M.A.C's motto is 'All ages. All races. All sexes' and so their make-up is designed to be accessible for all.'' According to the website M.A.C consists of 5 main values, such as Artistry - for constant setting the standards higher if it comes to competition as a leading professional makeup authority; Individuality - as being offered to people of all races all sexes and all ages; Community - bringing artistic visions to life by working alongside greatest artists; Trendsetting - M.A.C artists create trends backstage of fashion shows worldwide, and Social Responsibility which is mainly linked to Viva Glam campaign and M.A.C AIDS Fund. M.A.C Cosmetics provides a variety of makeup products: lipsticks/lip gloss, eye shadows, mascaras, foundation, mineral powder and nail polish. most of the products are oil free which benefits the skin as it prevents the water loss which is believe for makeup to be more efficient and stay on for longer. Tests have shown that the products show a visible improvement in smoothness and firmness of skin, as well as wrinkle reduction and more skin hydration. the study was conducted on female volunteers aged 40 -65. (see here) 

1.1 BRAND DEVELOPMENT

''Unique design, sign, symbol, words or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.'' (read more here)As stated in Business Dictionary above brand is an unique development, something that is one of a kind and cannot be copied. A brand is a product itself and to continue brand development the company has to keep its customers on their toes. M.A.C. Cosmetics keeps evolving keeping its' buyers satisfied up until today. In late 1980's M.A.C was strongly positioned between artists as it delivered make up for all skin tones and colours, that is also most suitable for stage lighting. M.A.C positioned itself as a brand of products for ''all ages, all races and all sexes'' and that has made the brand very strong and successful. Their customers are willing to involve a lot of effort into the process of getting desired product, as they care for a brand and believe it will ALWAYS deliver.  

''The MAC Cosmetics brand has experienced great success by evolving to stay relevant, utilising effective positioning in terms of core values, brand personality and customer relationship, along with constantly delivering the brand promise overtime.'' (source http://rabiba-rc.blogspot.co.uk/2015/02/brand-positioning-of-mac-cosmetics.html)

1.2 PACKAGING

fig 3

fig.4

M.A.C. Cosmetics as an iconic brand obviously has iconic, classic, very well recognized and timeless packaging (see fig.4 &5). The outer packages are plain black boxes made of paper, which is easy recyclable, with white writing fitting all individual products is a main and very recognizable type of packaging (see fig.3). The inside packaging of an actual product is made of plastic so it does not damage the product. M.A.C. provides 'back to M.A.C' service ( see fig.4)which company is extremely proud of. it offers a free lipstick (excluding Viva Glam and limited edition) in exchange for 6 original empty containers. This strategy is nothing less than environment friendly and also by developing such idea, it saves company money spend on recycling outside the brand. 

2. PRICE

Rihanna for Viva Glam

M.A.C Cosmetics has grown to be a two billion dollar brand and by many is considered as a 'path to success' (for full story click here )  Products are priced slightly higher than other competing products, although customers do not mind to pay more for the assurance of an excellent product. The high variety of products and colours makes M.A.C very desirable and easy selling.  

The prices vary across the products:

Rihanna for Viva Glam

• foundation £22 - £29.50
• blush £13 - £22.50
• eye shadow £10 - £49.50 (for the kit)
• mascara £14 - £19
• lipstick £15 - £18.50
• lip gloss £15 - £20 

According to BestProducts.com beauty blog link bere, the best selling M.A.C lipstick is 'Ruby Woo' launched in 1999 as a part of the collection with  a new Retro Matte formula. It has taken a spot in Vogue Magazine as one of top 10 red lipsticks of all time. Rihanna back in 2013 had worked alongside M.A.C to create her own twist to a shade called  'Riri Woo'. The lipstick sold out within the first few hours. (http://www.dailymail.co.uk/femail/article-2319131/New-Rihanna-lipstick-MAC-sells-just-THREE-HOURS-going-sale.html) 

                              

M.A.C offers occasional sales and promotions and offers complementary products which is defined as Product Line Pricing. Their prices are comparable to competitors which focuses mainly on customer satisfaction. The company uses multi-segment pricing as their strategy to target more customers, all achieved by supplying a wide variety of desired products.

                                                                            

                                                                                                          3. PLACE

3.1 STORES

M.A.C was originally created to target the artists and photographers due to its artistic nature. First ever M.A.C store opened in 1991 in Greenwich Village. Nowadays the brand owns over 1000 independent stores in over 70 countries, with over 30 stores in France itself, bringing an annual turnover of over 1 million dollars. M.A.C Cosmetics as an exclusive brand uses direct distribution as a channel between the company and customers. Highly glamorous and recognisable stores look very similar around the globe.

''M·A·C Cosmetics does not offer its products through individuals, street vendors, flea markets, internet auctions, independent boutiques or unauthorised retailers. M·A·C does not sell its products at wholesale over the internet'' (our story, 2016)The make up other from M.A.C stores can be found in House of Frasers, Debenhams and Selfridges as its' authorised retailers . 

M.A.C Store

MA.C Store

        

3.1.2 FACE TO FACE SERVICES

Face charts

M.A.C focuses on building a close relationship with their customers. As a part of excellent customer service mac provides face to face consultations and make up lessons and application in stores. Those services can be booked directly through the official website or by the phone when it isn't available online. 

See the list below for available make up services along with the price list:

• APPLICATION  - Express Make-up - Express make-up application applied by an artist in less that 30 minutes - £20
• APPLICATION - Full make-up - includes lashes application and face charts to help recreate looks at home, 60 minutes - £30
• APPLICATION - Bridal make-up - Wedding or special occasions make-up applied by M.A.C artist, prior consultation recommended, 90 minutes - £50
• LESSON - Focus feature lesson - One to one lesson featuring face contouring, eyebrows, face and lips, 30 minutes - £20
• LESSON - Full make-up lesson  - A  full tutorial including 'getting to know your face' and bringing out its' features, includes face chart to recreate the look at home, 90 minutes - £50(all prices based on House of Frasers branch, London)

example of M.A.C online shop

        

         3.2 ONLINE

As customers religiously believe in M.A.C's high product standard they are not afraid of on line shopping if it comes to their favourite makeup brand. Stores on line offer a huge amount of products coming in all shapes and sizes. The menu is crystal clear and simple 

which helps with a shopping process. 

       

Madonna for Viva Glam

  4. PROMOTION

As previously mentioned above M.A.C promoted itself back in 1980's by word to mouth, the brand has become successful between artists and photographers because of its' high quality and colour variety. Ever since the high usage on these cosmetics is seen everyday in movies, on a runway and is a favourite brand used by professionals and normal people. In 1990 Madonna (see fig. 3) has requested a specific shade of lipstick 'Russian Red' which was created for her and she was wearing it on her 'Blonde Ambition' tour. The shade was an instant hit and one of the best selling lipsticks of all time (seehttp://beautyblitz.com/mac-russian-red for full story). Ever since the massive success M.A.C keeps collaborating with stars and celebrities bringing instant success. 

         

4.1 PERSONAL SELLING

As one of the oldest and cheapest form of promotion, M.A.C Cosmetics stands out in the crowd of competition. M.A.C uses personal selling on day to day basis in the stores, as well as online. M.A.C provides excellent customer service in shops, guarantying for every buyer feels like a star in a backstage of a catwalk. Online make up tutorials are available 24/7 providing tips and tricks on every aspect of every type of make up. See the examples below by M.A.C Cosmetics YouTube channel

4.2 Viva Glam

Previously mentioned 'Viva Glam' campaign supported by many celebrities including Mary J Blidge, Sir Elton John, Pamela Anderson, Fergie and Ricky Martin, has been supporting M.A.C's own charity supporting the sufferers of HIV/AIDS. The mission is to make a difference ''one lipstick at a time''. Read full story here. 

''The idea of VIVA GLAM was to celebrate life and the outspoken attitude of the company. It was a connective tissue that encompassed the diversity of M·A·C and its mantra...all ages, all races, all sexes. It was, and continues to be, the signature and the heart and soul of the company. VIVA GLAM spokespeople are provocative, alternative and influential and reflect diverse communities. They are heroes we look up to for their personal triumphs; people who have invented themselves and people who created movements.'' (http://www.macaidsfund.org/theglam/campaignhistory)

Since the Fund was created in 1994 it raised over 400 million dollars exclusively through selling Viva Glam lipstick and lipgloss donating 100% of the sale price to HIV/AIDS. ('Viva glam aids fund, 2016)

        

 4.3 MODERN AND EXCLUSIVE APPROACH

In 2014 M.A.C Cosmetics has launched a new campaign, taking a different approach from rival companies. Instead of targeting all new audience, as a usual company would do, M.A.C decided to choose the opposite path and decided on rewarding existing customers. Those who shop in a New York flagship store and sign up for a special mailing list will be rewarded a postcard with a unique QR scanner code. The code takes you to free make up lessons and tutorials by M.A.C artists on the go, as well as straight to M.A.C. online shop where their customer can browse favourite beauty products and get an advice on how to make the best of it from professionals. Read full story here.

        4.4 EYE-CATCHING CAMPAIGNS

As a company with a huge name for itself M.A.C after all, does not spend much of their money on advertising, the brand receives a big amount of mouth endorsements from professional make up artists in exchange of free products. M.A.C advertises itself with a huge help of supporting celebrities worldwide, and working alongside - fashion artists. Make-up is a routine, it will always be needed so M.A.C should not worry about losing on customers, as long as it continues to deliver an exclusive, trendy and long lasting product. 

                                                                          

NUTCRACKER SWEET 

An idea of magical land, where everything looks super-sweet and irresistible. Explosion of colours is hard to miss and gets the viewer hypnotized  by the fairyland in the video.

                                                                        

LIPTENSITY

Brand new 24 lipstick shades with all new improved formula 

 

THE VIVA GLAM MASTERPIECE

        5. PEOPLE

As mentioned before M.A.C is all about all ''ages, sexes, and all races' hence why M.A.C offers equal work opportunities for people around the world. On the website here the mother company, Estee Lauder gives us 5 primary example why is it worthy to work for M.A.C and what are the jobs benefits. Obviously M.A.C has already earned a name for itself and every woman/man would like to be involved in creating further history. But why other than that you should work for MAC? 

• Social Responsibility - M.A.C is involved in many ways, in 'giving back' to their customers. For example above mention of Viva Glam campaign or AIDS/HIV fund. M.A.C is constantly raising awareness of the biggest world problem
• Community - Since the very beginning of its' existence on the market M.A.C was building up its community, like it was a family. Everything happened behind closed doors, and only exclusive guests had access... to create history. Who wouldn't want to be a part of this exclusive family?
• Make up authority - As the worlds leading professional make-up authority M.A.C lives the values of passing the experience, of taking advantage of sharing the expertise with customers.
Individuality - ''all ages, all races , all sexes ) M·A·C celebrates diversity with our artists and consumers, shown through our ability to meet the needs of each and every individual customer through our extensive product and shade range and personalised service approach''
• Trend setting - Last but not least. If M.A.C is not the trendiest make-up company of them all then I do know what is. For decades participating in fashion shows globally, setting the higher bar to its' competitors, M.A.C is a trend itself. Powerful, colourful, highly desirable products are hard to miss.   For full info click here

source: https://www.glassdoor.co.uk/Overview/Working-at-MAC-Cosmetics-EI_IE229529.11,24.htm

6. PROCESS

• As previously mentioned M.A.C cosmetics saves on costs with low advertisement, doing it mainly by word to mouth. 
• ''MAC Cosmetics intensive distribution takes place at mainly all MAC Pro stores. MAC Pro stores are were you can find ALL MAC products such as pigments, empty palettes, some primers, and old and new limited edition items that you might not find at a counter such as Bloomingdales, Macys, or etc.. MAC Pro stores always have products available in every outlet where target customers might want to buy it, such as the textbook states. But of course, all product could definitely be found online at the maccosmestic.com website, but then it wouldn't be considered an outlet, just an online outlet. Due to MAC's outstanding customer service, products can be delivered expediently when ordered when you cannot find a certain item, except for limited edition items of course, because only a limited amount come at once.'' ( source http://irosado.blogspot.co.uk/)  

M.A.C Cosmetics collects its raw materials like, sesame seed oil, castor oil ans silica in India from where they are being shipped to Canada by container ship. The tariffs on products leaving India are quite high, so it proves customer can expect quality product. M.A.C cosmetics products are then designed in their headquarters in New York, but the assembly and finishing up the product happens in just outside Toronto, Canada. The products are then shipped by trains, trucks and ships around the world where they are being distributed to the stores and ready for buyers. 

Read here about M.A.C Cosmetics Tour experience

7. PHYSICAL EVIDENCE

The physical evidence of M.A.C Cosmetics, as previously mentioned (Viva Glam, Makeup lessons, Online tutorials) are being seen an experienced on a daily basis in store and online. After reading multiple articles about brand development, new upcoming products and promotion, M.A.C has a very strong place in a market and by continuing on delivering new products the company will stay up high in make up business hierarchy.

''MAC Cosmetics leads ahead of Chanel and Dior in our social scorecard index, which ranks various social engagement factors to assess a brand’s effectiveness online. However, whilst there is little to separate the strategies of the leading brands, there is a notable difference between the third and fourth most effective brands, highlighting a significant disparity in the strategies of colour cosmetics brands.''

(source StickyEyes.com )

         Websites used to support blog :

• https://www.stickyeyes.com/intelligence/colour-cosmetics-social-engagement-report-2014/
• https://www.stickyeyes.com/2014/04/23/mac-cosmetics-runaway-leader-in-cosmetics-social-engagement-report/
• https://prezi.com/jf-wpdnarq1v/production-of-mac-cosmetics/
• http://esteelaudercareers.com/mac/index.html
• https://prezi.com/pfrp-fs87uun/mac-cosmetics-marketing-mix/
• http://graduateway.com/marketing-paper-mac-cosmetics-product-place-strategy/
• https://www.beautylish.com/a/vxnxi/mac-cosmetics-history
• http://nataliawordsbeyondbeauty.blogspot.co.uk/2013/
• http://nusratjahan-1332.blogspot.co.uk/2014/11/branding-strategies-of-mac-cosmetics.html
• http://makeupartcosmeticsinc.blogspot.co.uk/2012/10/chapter-15-retailing.html