Chapter 16. Advertising Public Relations and Sales Promotion

M.A.C. heavily relies on testimonials and advertisements through fashion shows, celebrities, magazines, and makeup artist that are blog owners. Compared to other cosmetic companies, M.A.C. Does not invest nearly as much money on advertisement.However, M.A.C. Invests not only money but a lot of time in their HIV awareness campaign. Although this campaign is to bring awareness and knowledge of how to prevent HIV, it has also invited new consumers to buy their product. Consumers that agree with the campaign will buy products from M.A.C. To show support. Therefore, it will lead to the consumptions of more products once they are in the store or searching online.

The HIV/aids campaign was establish in 1994 by the founders of M.A.C.,Toskan and Angelo. All the money made by the "Viva Glam" lipsticks and lip glasses are given completely to the M.A.C. Aids fund. The annual reports show that in 2012, they raised 250 million dollars. In this cosmetic line of Viva Glam, M.A.C. has had Nicky Minaj, Ricky Martin, Lady Gaga, and Fergie advertising their products. The publicity that these artist have, has also encourage fans to buy and support this campaign.

M.A.C. Cosmetics is the official sponsor of the Fashion Week in London, Sydney and co-sponsor for Tokyo's fashion week. M.A.C. as you can imagine is also involved in the fashion week in New York City. M.A.C has a pro team of over 120 makeup artist. The Pro team has worked with the finest makeup artist. Such as Polly Osmond, James kaliardos, Lucia Pieroni, and much more. M.A.C.'s Pro team is in charged of creating most of the makeup looks for very well known runways around the world.

M.A.C. has also made a cosmetic line call "RiRi loves M.A.C.". Being that this line is influenced by Rihanna, other social media have be updating on her makeup. Such as hollywoodlife, MTV, perezhilton, just jarred, and Rihanna herself has also posted tweets with information on her new products. M.A.C. Does not emphasize on advertise but in being able to bring forth a product of  quality. This strategy has made not only the media but consumers to want to speak and advertise M.A.C. products.
http://hollywoodlife.com/2013/10/18/rihanna-mac-collection-riri-hearts-mac-holiday-makeup-cosmetics-2013/
http://style.mtv.com/2013/09/12/rihanna-new-mac-ad/
http://perezhilton.com/cocoperez/2013-09-16-rihanna-versace-mac-fall-collection-hong-kong-launch

Chapter 14. Marketing channels and retailing

M.A.C. Cosmetics have been a success from the moment it was created, and with time it has proven to be a unique cosmetic line. M.A.C. On the contrary too many other makeup lines, does not believe in overwhelming consumers with promotions or advertisement. This is all due to the quality of their product. Although Estee Lauder owns the cosmetic line of M.A.C., M.A.C. is managed differently and separate from Estee Lauder. M.A.C. uses Estee Lauder as one of their channels of distribution, as well as UPS. Estee Lauder Manufactures and distributes the product to M.A.C., and UPS delivers online orders. M.A.C. is a destination store for the most part. However, they do try to accommodate their consumers by locating some of their locations in strategic and convenient places such as Macy's on 34th St., and other large malls. M.A.C. is a chain store that provides nearly 1,000 locations worldwide and offers the convenience of online retailing.

  

M.A.C. has a distinctive tactic of retailing their products. I am a M.A.C. user myself and I must say every time I walk into any M.A.C. location I feel like a celebrity. The atmosphere is always alive no matter if the place is busy or not. Every location is well lit up and the employees welcome you with an exciting attitude. They are always ready to help you find exactly what you are looking for or better. They sit you down in a studio chair in front of large mirrors, and apply any cosmetics you are interested in. Due to the fact that they are trained makeup artist, they find the perfect cosmetics to compliment your skin and teach you techniques of how to apply the cosmetics for best results. The layouts at M.A.C.’s locations are ideal. All of their cosmetics are at your reach with disposable application brushes and makeup remover for customers who prefer to help themselves. Also M.A.C. keeps the sleek look of black and white for décor. By doing so they are allowing the consumers to appreciate the colors of their cosmetics. They also use the face of different artist and cartoons to add to their décor. Such as wonder women, hello kitty, and Rihanna. All of these elements convince me to say they have an effective retailing mix. Even though the price is not the cheapest, it is affordable and has great quality.

chapter 6. Consumer Decision Making

A consumer decision will be influenced by different factors such as, psychological, social class, culture, age, personality, and need recognition. For those that don't know much about M.A.C. Cosmetics I'm sure would understand the variety of products just by M.A.C's mission statement "all sexes, all races, all ages". M.A.C. provides a variety products that can create a natural warm look or to the extreme most exotic and theatrical look. Consumers are driven to buy M.A.C. through word of mouth and the amazing quality it provides. As the founders of M.A.C. believe that you have to earn the customer not buy them with discounts or other promotions. Due to the fact that M.A.C. does not have any sales or promotions, what they do to keep customers interested and coming back is having product innovation. M.A.C. always keeps you on your toes. Being that i myself am a M.A.C. consumer, I have found myself consistently on their web page searching for what new products they have. Also being able to create products on their web page is a definite plus to a consumer decision making. Everyone loves being able to have something custom made to their liking.

When purchasing M.A.C., the cosmetics gives you the liberty to be innovative with creative makeup styles. M.A.C. also  help accomplish an ideal self-imagine you create in our mind. Nevertheless, this leads to another influence in a consumer decision, which is what satisfaction a consumer feels after purchasing the product. When wearing M.A.C. Your skin looks flawless, pigmentation of the products are long lasting, quality and price of  the cosmetics help everyday users to be able to have professional makeup at a attainable price.

Chapter 5. Developing a Global Vision

M.A.C. cosmetics started to expand in 1984. it went from being made in a kitchen to then having a 10,000 foot manufacturing plant, that they grew out of within a year. Their big opportunity was when they were offer a space in a Toronto department store. However, their retailing strategy was very different from any other cosmetics. M.A.C. owners did not believe in buying customers with promotions, gifts, or high advertisement. On the other hand, they believed in earning customers with quality products and the convenience of having trained and experienced makeup artist employees to help customers. This all led MA.C. to be one of the few successful exports of Canada, aside from maple syrup of course. M.A.C. exported to the U.S., making sales through the prestigious department store of Henri bendel. Women would create long line outside of the store, that would last up to three hours for a pencil liner. This forced M.A.C.  to grow faster than expected. They first branch out to the U.S. and were successful.
M.A.C. today is a multinational corporation. They have 1000 locations worldwide and place most of their locations in fashion oriented countries. China, France, India, Brazil  and the United States are some of the fashion oriented countries M.A.C. Focuses on to manufacture good that interest them. M.A.C. Also has their e-commerce site to be accessible to those who don't have a locations nearby. M.A.C. stores products are influence by the culture of where it is placed. However, M.A.C. product quality and price remain the same.