Ch. 8 - Segmenting and Targeting Markets

 Segmenting and Targeting Markets

 M∙A∙C market is divided in order to meet and satisfy the needs of their various consumers, this is known as market segmentation. Market segmentation helps marketers define the needs and wants of their customers; while fulfilling the company's objectives. This helps the customers make their decision when buying a M∙A∙C product.

M∙A∙C products were created for all ages, all races, and all sexes; meaning they acknowledge the fact that there all people out there with different type of skin tones, skin pigmentation, skin type (oily, dry, combination), ethnicity, family cycles, and  different incomes that are willing to buy their affordable cosmetics.

M∙A∙C products also appeal to personality, motives and lifestyle. If one wants to portray how they are or what kind of person they are, they can show it through their appearance using M∙A∙C cosmetics. They can also enhance your appearance, and will show you how to do it step by step if you speak to a M∙A∙C makeup artist located in their stores, in different places around the world, positioned at low price for high quality.

M∙A∙C products give consumers the benefits that they're seeking, they cater to different people who have different skin conditions.
 M∙A∙C products can cater to them depending on the product; for example, some people may have scars on their face and neck due to acne, if someone buying M∙A∙C products wishes to cover their scars and acne they would simply buy a foundation or concealer from M∙A∙C. And if they're in stores while buying it, a makeup artist can help you find the foundation and concealer that matches you best by finding out if your a person with cooler or warmer skin tone, they will find the color that matches your skin pigmentation, and last but not least they will find which of their foundations will help your skin depending on if it's oily, dry, or both oily and dry.

M∙A∙C targets virtually every person who wears makeup. It's appealing for young to middle age because of its affordable price, quality, and it's promotion.

Ch. 11 - Developing and Managing Products

 Developing and Managing Products 

A new product is a product that is new to the market, to a seller, or to a producer, or a combination of these. When MAC comes out with a new product, you have to act fast! Or else you will not get the chance to obtain it. Many of MAC's new products are exclusive and only available for a limited time, most times online only, with limited products. MAC's most recent new product is exclusively for Black Friday, it's online only edition of a certain type of eye shadow (pearl fusion) in a trio palette.

When coming out with a new product, it is key to have a new product strategy; MAC is always looking to enhance and aid it's consumers natural beauty with their cosmetic products. When developing a new product, MAC's consumers, employees, makeup artists, and everyone that promotes MAC plays a significant role. MAC receives insight from employees and product reviews from consumers, and work with professionals to fix certain issues that may be occurring; this has an influence on their new products. When their new products are out on the market; the word gets around through email, and from there on people will talk about it on social media sites. 

Ch. 12 - Services and Nonprofit Organization Marketing

Services and Nonprofit Organization Marketing

The M·A·C cosmetics company offers special makeup services to its customers. One of the services it offers is the in-store makeup appointments (a tangible service); M·A·C offers makeup consultations with professional makeup artists 
 at all M·A·C counter locations. These makeup artist will be able to give you a makeover after you purchase $50 worth of M·A·C cosmetics. Through this service, the customer is experiencing different things, they can rely on the makeup artists to do their makeup because these artists have to go through special training in order to work as a M·A·C cosmetics artist.

If the customer desires this service, they just have to call in to make an appointment. Customers can be assured because the M·A·C employees are skilled workers. The customer will experience empathy between them and the makeup artist employee because the makeup artist learns the specific wants and needs of the customer in order to cater to them. A supplementary service M·A·C has, is the Back To Mac service, which allows you to receive a free M·A·C product of your choice when you return 6 empty cosmetic bottles to them. A mass customization M·A·C has is an online chat, where you get to speak to a professional makeup artists online if you didn't have a chance to go outside and do so, or if you have a question about their product. M·A·C's internal marketing in it's services has created many long term relationships with it's customers.

A non profit organization that M·A·C has is it's AIDS fund, provided by the VIVA GLAM line. Every single cent spent on any M·A·C Viva Glam product goes straight to the AIDS fund. It is sent to those who are affected by HIV and AIDS. They focus especially on those countries and communities who are neglected, off the radar, and at the highest risk. 

"Responsive, agile and alert, MAF (M·A·C aids foundation) funds innovative programs that deal directly with the most marginalized, stigmatized and under-heard victims. MAF celebrates humanity, life, creativity and individuality. Making a difference, one VIVA GLAM lipstick at a time." .

Ch. 10 - Product Concepts

Product Concepts

M.A.C.'s products have been very popular globally brand to makeup lovers. MAC has a variety of different products; their shopping product lines consist of lip cosmetics, eye cosmetics, and face cosmetics as well as nail products, skincare products, makeup tools and brushes, makeup accessories, and makeup bags. MAC has at least 155 eye shadow shades to choose from, as well as eyeliner, mascara, brow fillers, fake eyelashes, primer, eye kits and palettes. They also have over 160 basic lip colors, including collections, and limited additions,  They also have Through time MAC has made some style modifications to some product packaging for limited times making them more exclusive to its consumers. MAC is a quality brand many makeup

devotees rely on.

Ch. 17 - Personal Selling and Sales Management

Personal Selling and Sales Management

         Personal selling is direct communication between a sales representative and buyers.

 In MAC stores, there is always at least a few makeup artists willing to cater to you. MAC is a customer centric company, they offer their customized services/products based on data generated through communicating with its customers.

These makeup artists are trusted buy previous/current consumers because they are knowledgeable with each and every MAC cosmetic product; they know what to sell to their customers because they know what will look good on you depending on your skin color, skin type, face shape, eye color, and more.

They'll go through a whole procedure on what you should and should not do with certain cosmetics, some customers learn new things and buy new products the make artists introduced them to.

MAC also has a live chat on their website, which is another way they sell their products to people, I know from personal experience. I told them I had purchased one of their lip pencils, and I wanted to spruce it up since it was a little boring; they then replied saying that their recent release of Rihanna Viva Glam would go perfect with my lip pencil. You can follow-up with MAC on their website also through commenting on the item in it's "Product reviews" section. MAC has developed a personal selling process in which customers feel they can trust the company.

Ch. 16 - Advertising, Public Relations and Sales Promotion

        Advertising, Public Relations and Sales Promotion

MAC cosmetics company is very dependable on advertising, celebrity and fashion show exposure, social networking, and also magazine advertisements. MAC cosmetics doesn't spend a massive amount of money on advertising, since virtually everyone knows about them through external sources. Not all advertising requires money; MAC's product advertising are not only advertised by them, but by the people who consume and use their cosmetics worldwide. People put up pictures of MAC cosmetics on their blogs, Instagram, Facebook, Tumblr and other social media websites explaining how great specific MAC cosmetics are and how much they recommend it to other people. MAC gets promoted by many people through this, and it's name spreads fast because of this and not to mention it's fine quality and price.

MAC's slogan is "all races, all ages, all sexes"; by this slogan, MAC is enhancing the company's image while also expressing their view on controversial issues; MAC's first spokesperson for their Viva Glam campaign was the fabulous drag queen RuPaul in 1994. 

Speaking of Viva Glam, MAC collaborates with celebrities for this campaign in order to reach an increased audience to consume Viva Glam products; every cent spent on the Viva Glam products goes directly to the fund, which is for people worldwide who suffer from HIV/AIDS (advertising appeal). According to the company, MAC Viva Glam has generated nearly $340 million since it’s founding in 1994. MAC also has advertising with retail stores their sold in, such as Nordstrom and Macy's.

MAC not only collaborates with celebrities, encouraging fans to buy their products, but they are also honored to take place in major fashion shows, including Fashion Week. Fashion Week is a week that "allows fashion designers, brands or "houses" to display their latest collections in runway shows and buyers and the media to take a look at the latest trends. Most importantly, these events let the industry know what's "in" and what's "out" for the season." MAC Cosmetic artists (Pro team) are in charge of putting their cosmetic artistry skills on these models at these shows. their consumers increase incredibly because MAC Cosmetics is a known as a fashionable cosmetic line.

When MAC has a new product out, they usually use the point of purchase display. They place the new product in front of the store, usually in an eye catching display box to advertise their product.

MAC Cosmetics also offers sampling, you are free to use the set up make up counters to test out your product for free before you buy it.

Ch. 14 - Marketing Channels and Retailing

Marketing Channels and Retailing  

Ever since M∙A∙C cosmetics were created in the kitchen of Frank Toskan and Frank Angelo's home, they've mad their way to becoming victorious. From their pigmented eye shadows to their rich textured lipsticks and lip pencils, M∙A∙C has truly proven what an exclusive cosmetics line it has become among others.

In 1995 a percentage of M∙A∙C company was purchased by

The Estée Lauder Companies. M∙A∙C currently has stores located in 85 countries around the world. These stores include M∙A∙C Pro stores, department stores, and airport stores, all convenient and strategic. The Estée Lauder company purchased and owns a percentage of the M∙A∙C company, developing the M∙A∙C cosmetics company even further worldwide; Estée Lauder is a distribution channel for M∙A∙C, as well as UPS. You can shop at   M∙A∙C online, or in stores.

Yesterday, I made my first ever purchase of M∙A∙C cosmetics. The thing that encouraged me was  first of all, the way everything was placed. M.A.C. has the classy polished look of black and white décor.
When M∙A∙C has a new collection out, it's usually placed in front of the store. The M∙A∙C store I entered had separate counters with different yet organized products available for you to view, and you can even test it out. They had very friendly M∙A∙C artists, who are all dressed in black; they will even offer to apply the cosmetic you're thinking of buying onto you. If you're unsure of what you want to buy (like me) they'll even give you their expertise in how to apply certain things, and give you expertise in picking out something that suits you and compliments your skin tone, eyes, etc. Not only do they offer their professional help in person, but if you go online to their website, you can chat live with a trained M∙A∙C artist and ask them questions. As a recent consumer of M∙A∙C cosmetic products, I believe the chosen elements of product, place, promotion, price, presentation, and personnel were all carefully chosen in order to sell their goods and services in order to give every customer full satisfaction.

 

Ch. 6 - Consumer Decision Making

                                       Consumer Decision Making

 

Consumer behavior is the process a consumer uses to determine whether their going to buy something or not. Consumer behavior also includes factors that influence purchase decisions and product use.
When someone is buying M∙A∙C Cosmetics products, they will buy it through the use of a five step process; this is the consumer decision making process.
When you first buy a product it's through need recognition. Need recognition is what triggers us as consumers through internal or external stimulus, to buy something we want, or need in order to fulfill our want or need. When buying M∙A∙C products, the external stimulus is what consumers are exposed to, these are influences from outside sources.

When I (the consumer) purchased my first mac product, it was through the influence of the internet (external stimulus), seeing other women wearing certain lipsticks, made me want to buy them. One of my friends' even recommended buying certain lipsticks because of the rich color. You can even go to a M∙A∙C store located near you, and try out or swatch the actual products yourself.

After establishing what you want, or need, you may want to do a bit of research. If you've purchased from a M∙A∙C store before, and were satisfied, you're likely to choose this product you want or need.
You may also want to research other people's experience with the product, whether it's from online reviews, or from someone you know. M∙A∙C cosmetics is a known cosmetics company; especially through their motto "All ages, all races, all sexes", their quality and price, and associations with celebrities that attract their target market. This is a beneficial for M∙A∙C when a consumer is looking for alternatives. Post- purchase in my experience have been satisfying while the purchase was successful, and worth the money. M∙A∙C has a variety of cosmetics; along with new limited time only collections that attract old and new consumers time and time again.