Did a case study on MAC cosmetics on its marketing strategies, CRM approaches and SWOT analysis

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2. MAKEUP ARTIST COSMETICS
(M.A.C)
• was established in Toronto (Canada), 1984
• By the makeup artist and photographer,
Frank Tosken as a creative director and
the beauty salon owner, Frank Angelo as
a marketing director
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3. Their first customers
were Fellow makeup
artists, models, and
photographers. With
every color, every
magazine and every
word of mouth their
popularity grew and
in 1984 a single
kiosk in a
department store
was opened.
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4. In 1995, the Estée Lauder Companies bought a percentage of the M.A.C and it
helped the brand much in becoming global.
Currently, M.A.C Cosmetics has over 1,000 locations around the world. M.A.C
continues to fullfill the needs of its users by launching new categories of
products frequently.
M.A.C is one of the world’s leading producers and markets
of quality skincare, makeup, and fragrance and hair care
products.
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BUT WHAT MADE M.A.C. COSMETICS
POPULAR?

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BRANDING STRATEGIES of M.A.C
1. Product Differentiation
Strategy
•Develop different blends of
pigments to match customer’s
needs in the international market.
•Develop different
durability/intensity of pigments
and viscosity to meet PRO versus
users/ customer needs.
•Permanence of long lasting
pigments and pretty large product
sizes.
•Distinct packaging and limited
edition.
2. Pricing Strategy
•Consumer benefit > cost
•Brand extensions justify
premium “skimming” price
•Multi-segment Pricing
•Focus on customer loyalty
•Cost of switching
•Complementary Products
3. Promotional
Strategies
Word Of Mouth:
•Free products for
professionals, celebrities
and media
•Builds
credibility, awareness
•Motivating Action
Communication:
•“Back to M.A.C” –
Rewarding top performers,
motivating high potentials
•Social media:
•User contribution on
website, Facebook, Instagr
am, Twitter and YouTube

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Brand identity
Loved and adored by women of all ages ,
One of the fewer fashion makeup brand
that go beyond age.
The brand is multi-cultural, original which
makes it trendy and mainstream.
However it varies from performances and
meets the needs of specific market of
women.

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“ALL AGES, ALL RACES, ALL SEXES” this is the
motto for one of the fastest emerging cosmetics
brands in the world, M.A.C Cosmetics. M.A.C
celebrates diversity and Individuality. For M.A.C
makeup-artists and M.A.C users, this motto is not
just words it is truly what drives the culture of this
stunning Company.

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M.A.C’s PRESENSE IN SOCIAL MEDIA
M.A.C covers activities involving social sharing of
content, videos and images for marketing
purposes. Each channel has its own unique
environment and voice, its business’ core
identity stays consistent.
Its objectives are:
•Website traffic.
•Conversions.
•Brand Awareness.
•Creating a brand identity
•and positive brand
association.
•Communication and
interaction with key
audiences.

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M.A.C’s PRESENSE IN SOCIAL MEDIA
M.A.C offers information
about products and
promotes its events. It
has 16.2 million Likes and
16 million followers on
Facebook.
M.A.C broadcast its updates
across the web. It follows
tweeters in its industry or
related fields, and it gained a
sound stream of followers in
return. It has massive 1.31 million
followers on Twitter.
For M.A.C, product highlights
and anticipation drove
immense engagement with
12.8 million followers on
Instagram. One of these
images earning over 44.6K
engagements.

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M.A.C’s PRESENSE IN SOCIAL MEDIA
CONTENT MARKETING: MOBILE MARKETING:

12. M.A.C (CRM)
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1. M.A.C is diverse and carries products for all ages, races, and sexes
2. The company values its loyal customers by offering free samples, discount and even
exclusive and select products
3. M.A.C offer to it consumer is makeovers from its onsite makeup artist. At any moment a
consumer can walk into a M.A.C Cosmetics store and have one their artist create a unique look
for them and offer tips that are unique to the consumer.
4. The brand has even increased the consumer experience via innovation featuring an
RFID enabled digital interactive makeup station. This unique innovation not only
supports the artist but also enhances the customer experience.
For example, as the artist prepare a customer for a product demo the makeup station
transform into a content rich display. Presentations can be shown in their own language and
photos of the unique look and product trials are shared via text or email.

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5. The website has Live Chat available Monday thru Friday from 10 am – 10 pm EST.
In addition, customer service is available by phone 24/7 and even includes a
separate number form M.A.C Pro Customers.
6. Consumers can email a M.A.C Cosmetics’ artist for application tips, shade
matching advice and more expert advice.

14. Marketing analysis:
Strengths:
- Products tolerated on ever
type of skin.
- High marketing costs.
- Personnel training.
- Stable business control.
- Money inflow.
Opportunities:
- Innovation.
- Global expansion.
- Higher revenues.
- Rate of change of customer
taste. 14
Weakness:
- M.A.C has not changed their
sale strategy or new retail sale
contracts.
- Slowed down it’s spreading
out around Europe.
- Refuses offers from abroad
to get M.A.C. Products in
there.
Threats:
- Though and growing
competition within the market
- Low advertisements/
offering harder and more
costly products.
- Worsening reputation.

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MAC, a division of $6.3
billion cosmetics giant
Estee Lauder, got
credited in the
company's last annual
report for being a
significant reason for
the parent's 13% net
makeup sales increase
($274.8 million)

16. PRESENTATION DESIGN
This presentation uses the following typographies and
websites :
▪ Titles: Barlow Bold
▪ Body copy: Barlow Normal
LINKS:
https:www.maccosmetics.in
https://dsim.in
https://www.fontsquirrel.com/fonts/barlow
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17. CREDITS
DONE BY THE STUDENT OF M.N.W.C.
SY.B.M.S:
NAHEEDA FATIMA KHAN
(2018)
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THANK YOU!