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A Brand Analysis: M.A.C Cosmetics

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by

Laura Quinn

on 6 April 2015

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Transcript of A Brand Analysis: M.A.C Cosmetics

A Brand Analysis: M.A.C Cosmetics
M.A.C and Social Responsibility
Marketing Mix
Product
Place
Price
Promotion

In Social Media
"Vogue, MAC Cosmetics throw star-studded fete for Prabal Gurung"
"Rihanna makeup collection for MAC debuts"
Strong Following on Facebook and Youtube
Competition
Learning Objectives
By: Laura, Chara, Stephannie, Lama, and Lexi
Viva Glam and Aids Fund are
the heart and soul of M.A.C.
Cosmetics

(2014, Tschorn)
(2013, Schmidt)
Demographics
"All Ages, All Races, All Sexes."
Age
Gender
Income
Ethnicity
Education
Target Market?
Celebrity Support
Mac Consistently recieves support from many celebrities
Collaborations
Behavouristics and Psychographics
What drives the customer to make this purchase?
What are the benefits? Usage rate? Does it come with a status? How loyal are customers?
SWOT Analysis
Strengths: Strong Brand Image
Weaknesses: High price for average person
Oppourtunites: Social Media
Threats: Companies with strong social
media following
Marketing Mix
Social Responsibility
Collaborations and Competition
Demographics, Psychographics,Behavouristics
SWOT Analysis

A Brief History
Established in Toronto by Frank Toskan and Frank Angelo
1995 Estee Lauder bought a portion of MAC, completely purchased them in 1998
Collaborating with other well known companies allows MAC to use them as a source of inspiration for new cosmetic lines, and also gives them the ability to use their image to attract customers
Major collaborators for MAC include the Hello Kitty colour collection/ Kitty Couture, the Disney Venomous Villians collection and the DC comic's Wonder Woman line.
Some collaborations bring attention to the lack of knowledge about the partner company and help to support them by promoting them through makeup eg. Alice + Olivia, Fafi
Cheaper drug store brands threaten more pricey products because of the increasing desire for more cost efficient makeup
"MAC cosmetics was reveiled as the runway leader, dominating the colour cosmetics sector... it [MAC] has a highly targeted content strategy that is fulfilling the needs of consumers"
MAC competes with brands both within Estee Lauder (smashbox, bobbi brown) and separate companies like makeup forever, Nars, and Benifit
Full transcript