Chapter 10. Product Concepts

M.A.C. Cosmetics can be both a business and consumer product. A business product is a product that facilitates an organizations operation. Photographers, theatre industries, and fashion show directors all need cosmetics to give models and actresses the creative ideal look. M.A.C. facilitates these different industries with high pigmentation and long lasting cosmetics. M.A.C. Cosmetics was originally made for professional users, which is why it looks amazing behind cameras and bright show lights. On the other hand, a consumer product is a product bought to satisfy an individual's personal wants. If we use women M.A.C. consumers as an example, we will notice that many women are looking to make up for their flaws. Such as acne, wrinkles, uneven skin tone, and scars. M.A.C. Cosmetics is capable of transforming your face completely, if done correctly. however, M.A.C. products are not a convenience product. M.A.C. products are a shopping product. A shopping product is a product that requires a comparison shopping because it usually more expensive than a convenience product and is found in fewer stores. what makes M.A.C. a shopping product, is that it is not found at your local drug store.

             A product item is a specific version of a product that can be designated as a distinct offering among an organization's products. M.A.C. is an example for product item. M.A.C. has used different cartoon character and famous music artists to product different product lines. A product line is a group of closely related product items.Such as Riri loves M.A.C., Archie's girl, Wonder Women, Hello Kitty, etc. All of these product lines are created by the product mix of M.A.C. product mix are all the products an organizations sells. The products M.A.C. sells that are part of the different product lines are Lipliners, lipsticks, lip glasses, blushes, eyeshadows, makeup brushes, and eyeliners.The video below also shows a variety products of M.A.C.  products and colors.

M.A.C.  has been successful at keeping their brand equity. Brand equity is the value of company and brand name. This has be proven because many people buy M.A.C products, aside from the high price they are required to pay. Also because M.A.C. does not o much advertising most of their advertising is done through word of mouth. M.A.C. brand is a global leading brand. A global brand is a brand that obtains at least a third of its earning from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data. M.A.C. has made itself available online and has placed different locations all over the world. M.A.C. also adapt each store to where it is located. M.A.C. has used their Hello Kitty product line to sell China.