chapter 8.Segmenting and Targeting Plans

M.A.C. Markets to different market needs. A market is define to be people or organizations with needs or wants and the ability and willingness to buy. These markets are composed of different market segments, a market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Therefore, when the market is divided into meaningful, relatively similar, and  identifiable segments or groups it  is called market segmentation. M.A.C. uses market segmentation to achieve their company's objectives;to create cosmetics for all ages, sexes, and races.

The different variables in segmentation

 Geographic segmentation is self explanatory. It is segmenting markets by region of a country or the world, market size, market density, or climate. M.A.C. Marketing strategy varies according to where it is located and what is the trend of their locations. M.A.C. has many locations in in south and west Africa. They change their stock according to the skin pigmentation of the people in that continent.

Demographic segmentation is segmenting markets by age, gender, income,ethic,background, and family life cycle. M.A.C. has cosmetics for everyday use, theatre, models,actors, men and women. M.A.C. does not have cheap products, but they are affordable for an average American. However, they do change the size of the product to make prices a little lower to teenagers and other people with lower income that are still interested in using M.A.C. Products.

Psychographic segmentation is segmenting markets on the basis of personality, motives, lifestyles, and geodemographics. Marketing in china, M.A.C. Uses hello kitty and other cartoon characters for packaging. Due to the fact, that they are big fans of cartoon characters. M.A.C. Markets to Brazil and India by having strong pigmented colors and many different cosmetics that enhances the facial features. Employees at M.A.C. Show customers how to do contour that will refine the nose and make cheekbones look more defined. One important location also is Paris because they are very involved in fashion. 

Benefit segmentation is the process of grouping customers into market segments according to the benefits they seek from the product. M.A.C. Groups their products according to skin conditions, skin pigmentation, everday cost ices, and professional theatre cosmetics.

M.A.C. Cosmetics are positioned as high quality. M.A.C. Cosmetics are mostly advertised by word of mouth, between regular customers and makeup artist. M.A.C. is known to be the best cosmetics for  cameras and heavy theatrical lights.