CHAPTER 11: DEVELOPING AND MANAGING PRODUCTS

 

M.A.C. Cosmetics introduces new collections as often as possible during seasons and for promotion. The inspiration for the creation of  new product comes from many sources, including customers, employees, distributors, competitors, vendors, research and development and consultant. M.A.C. Cosmetics new Winter 2012 collection is made up of products such as the taste temptation, which includes eye shadows, eye liners, lipstick and lip stain in blue and dark purple. On black Friday M.A.C also developed a product called Grey Friday, which is a dark grey lipstick and grey nail polish. Their Holiday 2012 products range from makeup bags, to eyes and face products that come in fun and exculsive packaging with mirrored compacts. The holiday collection also includes collectable limited-edition sets packaged in a chic and reusable M.A.C. Holiday kits. M.A.C. has grouped its most seeked after products such as brushes, eye shadows and lipsticks  into single set hloiday pakaging at affordable prices.

 

CHAPTER 16: INTEGRATED MARKETING COMMUNICATION

M.A.C. Cosmetics uses personal selling and sales promotion as a way of communicating with potential buyers and customers. They inform, engage, and persuade their target market as well as remind customers of new and existing products by word of mouth. M.A.C. has a total competitive advantage in the cosmetics market, and are recognized by their target market  world wide. There is no media advertisement, and some  people are not aware of the products and its advantages. The company also lacks promotional campaigns which could be inviting to potential customers and buyers. M.A.C. uses celebrities as representatives of the brand, which causes a lot of attraction to the company. The vast selection in makeup as opposed to other brands catering to women of all color is one of the company's advantages. M.A.C also organizes fashion parties where both celebrities and customers as well as potential buyers can interact, increasing their publicity. The highlight of M.A.C. is their personal sales promotion which stimulates their immediate increase in demand. Their employees are professionals who offer the best personalized customer service. M.A.C. believes in interpersonal communication, which is a direct face to face interaction when dealing with customers. Research shows that sales promotion and personal selling yields faster demanding sales. M.A.C. cosmetics customer service is a well paid for communication with customers that leave them satisfied and coming for more.

CHAPTER 10: PRODUCT CONCEPT

M.A.C. stands out for their personalized customer service. Different cultures favor brand name for their quality product and research has shown consumers do not mind paying a higher price to purchase M.A.C. Cosmetics which being a product line of Estee Lauder, is priced higher than the average drugstore cosmetics but consumers are aware of the higher quality they are paying for. M.A.C.'s product line ranges from eyes, face, lips, mineralizers, skincare, fragrances, brushes, nails, kit essentials and accessories. Over the last 10 years, 160 shades of lipsticks in 7 different finishes, 150 eye shadows, 60 blushes and hair care have been created for the public. M.A.C. is a global brand product and it is well-recognized outside its home base of customers, and has publicly available marketing. Repeat sales takes place in M.A.C. since, the consumers have known their own favorite brand M.A.C. and are satisfied, they wish to buy again and avoid those they do not.