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.

Ch. 5 - Developing a Global Vision

Developing A Global Vision

MAC Cosmetics started in the home of Frank Toskan, and Frank Angelo in Canada in the year 1984. The Frank's created their cosmetics in their kitchen, and sold them to places such as the hair salon. In 1984 they officially launched their cosmetic line from a single counter in a department store in Toronto. They opened their first store in New York in 1991.  The Makeup Artists Cosmetics company is now a worldwide corporation, in 85 countries. There are also more than 12,000 official MAC makeup artists around the world.  Mac cosmetics offers different programs such as in store applications, where a professional makeup artist consults with you and does your makeup how you want them to. " The artists are extremely collaborative with the customers, there's a variety of MAC cosmetics that cater to people's various skin types, ethnicity's, and cultures worldwide making all their cosmetics more appealing and accessible. 

Ch. 4 - The Marketing Environment

M∙A∙C's Target Market

The Makeup Artists Cosmetics Company attracts people who want powerful, vibrant, high contrast, and highly saturated shades, and colors within their cosmetics.

The M∙A∙C Cosmetics company consumers come from various backgrounds, this includes makeup artists, models, photographers, stylists, editors.

 M∙A∙C Cosmetic's target market targets virtually every woman who wears makeup. It's appealing for young to middle age women because of its affordable price, quality, and it's promotion. M∙A∙C Cosmetics is also sponsored by celebrities, models, and professional make-up artist, which inspires and allures these women. It makes women eager to buy M∙A∙C products. By targeting these women, especially the women who are undeniably tech savvy,  M∙A∙C  is already escalating at a faster rate (profit wise) through the use of Internet, mobile apps, and social media. This target group also expands M∙A∙C's clientele. 

Here's just one example of how M∙A∙C's target market maximizes the company;  celebrity Kylie Jenner posted a picture of herself on Instagram (social media app) wearing a simple color on her lips that women worldwide were obsessing over. Kylie then tweeted about the lip liner she used; it was M∙A∙C's Whirl Lip liner. Countless amount women bought the lip liner from M∙A∙C instantly, and even more women were creating tutorials, updating their blogs, uploading to YouTube, and Instagram about M∙A∙C's Whirl Lip liner; this influences even more people to buy their products.