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Mac Cosmetics
1. MAC COSMETICS
Presentation for: Shegofta Shabnom
Course Code: BUS 101
Prepared by:1.Sheikh Saif Ahmed-1331078630
2. Tasneem Karim- 1331006630
3. Nabila Nishat- 1330518630
4. Md. Mehedi Hasan-1331100030
2. INTRODUCTION
• MAC Cosmetics, which stands for Makeup Artist Cosmetics,
was founded in Toronto ,Ontario,Canada by Frank Toskan
and Frank Angelo in 1984 with the assistance of chemist Vic
Casale.The first U.S MAC store opened in 1991, in New York.
• The company's products were initially specifically designed
for professional make-up artists but are now sold to
consumers worldwide.
3. MISSION
“All Races, All Sexes, All Ages” conceived to embrace all
consumers.To be the worlds leading make-up authority among
both professional make-up artists and consumers.To meet
customers need for superior quality services and to provide secure
& challenging work environment for all employees.As an
organization it commits itself to high standards and creative
development with an enterprise concept that all pains have gains.
4. VISION
MAC cosmetics was founded with a creative vision to fill the
gap between makeup artistry and fashion photography. Long
before their company history, MAC cosmetics founders
directed their product line towards professionals in the beauty
and fashion industry who had to rely on heavy cosmetics, cake
makeup and stage makeup to create the visual effects needed
to withstand bright lighting during photo shoots
5. CSR-Corporate Social Responsibility
M.A.C. Cosmetics is a great example of a company that practices
corporate social responsibility.MAC has five social initiative
programs currently in place
1.MAC Cruelty-Free Beauty: MAC formerly guaranteed that no
animal testing was performed by themselves or their suppliers.
2.Back 2 MAC Recycling: offers free lipgloss, eyeshadow, or lipstick
at any MAC location (lipsticks only at MAC counters in department
stores) with the return of six empty MAC containers
6. 3.MAC Kids Helping Kids: started in 1994 where kids
affected or infected by HIV/AIDS create images that are
reproduced as greeting cards. 100% of selling price goes back to
participating organizations.
4.The MAC AIDS Fund: supports community organizations
providing direct services to men, women and children affected
or infected by HIV/AIDS. To date the foundation has raised over
$295,000,000 usd since its inception in 1994.
5. MAC Viva Glam: 100% of the
purchase price of any Viva Glam
product (lipsticks, lipglasses and
holiday sets)goes to the MAC
Aids Fund.
7. Marketing Strategy
M.A.C Cosmetics markets its goods and services to both
individuals and organizations. In the early development of the
company M.A.C make-up was made purposely for professional
make up artists to with-stand rigorous wear of make-up for
models during photo-shoot and fashion shows. Now M.A.C
markets to women of all ages and ethnicities.Although M.A.C
Cosmetics trade in the niche market where
its target market is only female.
8. Product Line Along With Price:
• 1.MAC brush-$35.00
• 2.MAC eye shadow-$15.00
• 3.MAC lipglass-$15.00
• 4.MAC lustreglass-$20.27
• 5.MAC nail lacquer-$16.00
• 6.MAC plush lash mascara-$22.79
• 7.MAC pro long wear Lipcolour-$13.20
• 8.MAC Studio Tech Foundation-$48.68
• 9.MAC A Fabulous Fantasy Lip Kit-$40.00
• 10.MAC Antonio Lopez mirror-$40.00
• 11.MAC beauty powder-$27.00
• 12.MAC lipstick-$16.00
9. SALES PROMOTION
• Personal selling is one of the oldest forms of
promotion. M.A.C Cosmetics follows this strategy
and stands out as the world's largest make up
company.
Personal Selling:
10. ADVERTISING:
• M.A.C. Cosmetics was
initially distributed among
friends only in the fashion
industry and till today
M.A.C. does not ever have
to conduct any kind of
advertising.This is all
credited to word of mouth
publicity and celebrity
endorsements, which
usually includes models,
pro make-up artists and
actresses.
12. PLACE
• Mac cosmetics uses exclusive retail outlet
place to sell their product rather than
choosing another distribution channel.
13. SWOT Analysis
Brand Strengths:
MAC Cosmetics is a world renowned cosmetic company.The
company’s unique and well known brand image has created
a strong celebrity following. In addition, the brand receives
a vast amount of word of mouth endorsements from
professional make up artists. MAC Cosmetics prides itself in
creating high quality, fashion forward products that are
cruelty free while providing consumers with the experience
of being attended to by highly trained makeup
professionals.
14. Brand Weaknesses:
MAC Cosmetics does not have a large amount of weaknesses. One
weakness the company is facing is that the pricing of its products.
So for this reason MAC cosmetics products are largely available to
the professional and celebrities only. Only a very few common
people can purchase it
15. Brand Opportunity:
MAC Cosmetics has a few marketing opportunities available to
them
Firstly, MAC has the opportunity to create more freestanding stores
rather than having a small spot designated for the company in a
larger department They also have an opportunity for International
expansion. In society today, consumers have become more health
conscious and MAC Cosmetics has the opportunity to advertise
that all of their products are cruelty free and they contain
ingredients of the highest quality. Finally, existing programs like the
MAC Aids Fund present additional marketing opportunity for the
cosmetics company.
16. Threats:
Threats that MAC Cosmetics is currently facing are mainly
competitors. In regards to competitive threats,the main threat is
in their pricing.Because their prices are very high.their products
are unable to reach to the common people unlike Loreal and
Revlon whose prices are comparatively cheaper
17. Competitive Analysis
MAC cosmetics is owned by parent company Estée
Lauder and competes directly with L’Oréal brands
Maybelline and Revlon in the Canadian cosmetic
industry. L’Oréal currently holds the top spot in
cosmetics. Revlon is another competitor in cosmetics.
18. • Revlon products are sold at competitive prices while MAC
is sold at value based prices. Loreal and Revlons’ original
products are available in local market but original M.A.C’s
products are not available. Compare to MAC products the
prices of Loreal and Revlon are much cheaper and thus
available to the common people,But however how much
costly the MAC products may be but quality of MAC
products are much better than Loreal and Revlon
19. Recommendation
1.M.A.C cosmetics charges high price for its product which
allows only rich people to buy.So M.A.C Cosmetics should
reduce their price so that common people can buy it
2.M.A.C Cosmetics should also
go for diffrent product line such
as beauty cream,beauty
soap,shampoo,lotion etc
3.M.A.C cosmetics should
change their distribution
channel to make their product
more available
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RIEVA LESONSKY
Founder and President, GrowBiz Media
Rieva Lesonsky is founder and president of GrowBiz Media, a content and consulting company specializing in covering small businesses and entrepreneurship. A nationally known speaker and authority on entrepreneurship, Lesonsky has been covering America’s entrepreneurs for nearly 30 years. Before co-founding GrowBiz Media, Lesonsky was Editorial Director of Entrepreneur Magazine.
