Chapter 4. The Marketing Environment

M.A.C's target market was initially professional make-up artist, photographers, and the Hollywood industry. However, M.A.C. has produced many different products for all ages, races, and sexes. They have done a demography on today's population to be able to manufacture the products they have now. The products they manufacture are meant to serve the needs of their consumers. They go in depth with the small details because it make a huge difference. To name some products I would say their spray primer that helps make-up stay on and look fresh for a longer period of time; Concealer with silicone to elevate the skin to help camouflage acne and dark spots. Also face moisturizers to put on before the makeup, that are PH-balanced. All of these products lead me to believe their main target are generations X and Y. Mainly Y, Generation Y are people born from 1979 to 1994.Generation y  are innovative, opinionated, creative,  diverse, and love to splurge on themselves. Hence, M.A.C. has tried to be both innovative and creative to give generation Y a reason to not only buy, but buy at an reasonable rate. M.A.C gives Generation Y the ability to show off their unique character through the art of makeup. Due to M.A.C. giving consumers a way of expressing themselves. Most M.A.C's promotion is through word of mouth and credits given to them through magazines or makeup artist that make tutorials on YouTube with M.A.C. cosmetics.

Chapter 3. The Concept of Ethical Behavior

Ethics are the moral principles or values that generally govern the conduct of an individual or a group. This is a major factor in any company, organization, or industry. Ethics in business are what they call Code of Conduct. Estée Lauder which is the owner of M.A.C. has used these codes in all areas of their business. They have a social and environmental responsibility that makes their production more challenging and at the same time contributes to the sustainability of their company. Estée Lauder has made sure that M.A.C. responds accordingly with social codes for child labor,health and safety, discrimination, harassment, etc. Also environmental codes for recycling, reducing energy use as well their greenhouse gas.

M.A.C's social responsibility include their contribution to the awareness of HIV/AIDS. M.A.C has introduce their Viva Glam line in 1994. Over the past 18 years they have launched seven exclusive Viva Glam products. They have raised over $250 million with the help of different celebrities(http://www.maccosmetics.com/cms/giving_back/vivaglam.tmpl). M.A.C. also has a program call "Back to M.A.C.". This program was made to be share the environmental responsibility that we all have not only business but also us the consumers. The way the program works is that for every 6 primary packaging containers you return, you receive any lipstick of your choice. This is an amazing way to recycle and continue to please the customer. This act contributes in showing customer value.Moreover, M.A.C. does not test their products on animals, they are "cruelty free".

Chapter 2. Strategic Planning for Competitive Advantage

Reading this chapter has truly opened my eyes to understanding the fundamental needs for a successful business. Estee Lauder bought a percentage of M.A.C., which then led to them buying the rest of it. Estee Lauder brought M.A.C. to a very successful position globally. The market developing of this companion has spread very quickly and efficiently. In my opinion the union of these two companies can be what in this chapter they call a strategic business unit; Two cosmetic companies with a vision to serve all ages, races, and sexes. In addition, M.AC. has been very efficient with their product development. They are making mini items for traveling purposes and for affordability. Not only is M.A.C. Improving with current product, but have had a diversification by including nail polish and the ability to make up your own product online. It is ideal to be able to get exactly what you want for both the customer's advantage and companies

 

 

On the other hand, all of these advantages we have as consumers are not as easy as we think them out to be. Also on their part it has not been easy to gain the name they have today as a leading cosmetic line. To achieve being a successful business it required great work and dedication. As athletes work hard to maintain an athletic body with a high stamina, so do successful companies. However, M.A.C. does it by having an important element called a marketing plan. This is not a set plan; it changes with every company according to what their mission is. Hence, this plan will only work as good as the effort that was put into it. Leonardo Lauder CEO of Estee Lauder and owner of M.A.C.  has been successful in knowing what their mission is as a cosmetic company. Leonardo is so aware on the success of coming forth with an efficient product, which not only manufactures a product with quality but even has a sleek packaging. Having known this, he feels no need to have any kind of discount needed. All of these things are important when marketing a product. Also, M.A.C. owners are not just aware of the competitive advantage but of the how they have sustained it with the theatre inspired cosmetics. Cosmetics that facilitate consumers with a sort of individuality and self-expression. Aside from all the glamour, CEO Leonardo has made sure to have staff implementing the marketing plan to meet goals. Also, having evaluations being done, to make sure the plan is working and how it can be better. They also maintain their product promotion by sending free products to bloggers and makeup artist.

 

Chapter.1 An Overview of Marketing

M.A.C. is a very well known cosmetic line that was launched march 1984. Frank Toskan, makeup artist and photographer and Frank Angelo, Beauty salon owner, had an amazing marketing concept. In which many outstanding products came about. Products that were suitable to the needs they felt in their own careers and as consumers of products they were not pleased with. Seeing that they are professionals, they felt a need for more exotic and dramatic makeup. They manufacture this new line exclusively for professional users. Product became such a success that consequently, they launch they own line. They began a new revolution in makeup. A revolution that in my opinion has not been topped. The pigments of M.A.C. colors, from their eye shadows to their lipstick are very radiant and vibrant. This company has shown to be greatly sales oriented. Not only has this company invested in great quality makeup but in training their employees. This is a key marketing technique for M.A.C, it gives the consumer a more convincing feel of different products and ease to find what fits their skin best.

 -Cosmetics to enhance the natural beauty and meet all consumers needs.