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fsh 385 final project imc plan for m·a·c cosmetics student name sarah schaller

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contents executive summary page 3 about m·a·c page 4 target market page 5 targeting strategy page 10 competitor analysis page 11 positioning and competitive advantage page 15 current imc strategy and execution page 17 proposed imc strategy and objectives page 19 proposed really big idea page 22 sample creative executions page 23 evaluation and measurement of success page 34 conclusion page 36 sources page 37

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executive summary for almost 27 years m·a·c cosmetics has delighted make-up artists and cosmetics devotees alike with innovative and professional cosmetic products in order to sustain and communicate the brand`s trendsetting and fashionforward image m·a·c`s imc strategy has to reflect these core qualities to a greater degree by means of exciting limited editions the implementation of new technologies customer proximity interactivity and social responsibility with an improved imc marketing plan m·a·c will remain as successful and unique as it currently is.

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about m·a·c the canadian brand was founded in 1985 by make-up artist and fashion photographer frank toskan and hair stylist frank angelo in toronto their goal was to develop a line of cosmetic products that would cater to the needs and challenges of professional make-up artists today m·a·c make-up art cosmetics is not only popular among professionals but also a go-to brand for customers around the world who place value on quality and a wide range of colors since 1998 m·a·c is part of the estee lauder companies inc one of the world s leading manufacturers and marketers of high-quality skin care decorative cosmetics fragrances and hair care products.

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target market primary market segment make-up artists m·a·c products were initially created for professional make-up artists the brand s special pro line consists of more than 300 highperformance products with high-quality formulations a wide choice of colors rich pigmentation and various finishes to meet the demands on-set and backstage members enjoy pro discounts and can attend master classes as well as special events to meet other industry professionals.

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secondary market segment fashion-forward make-up amateurs most m·a·c consumers are female and fit into the 18-35 age category thus belong to the 71-million-strong generation y they are the biggest generation in u.s history and ethnically diverse one-third of them have an african-american asian native american or hispanic background in terms of occupation they are either college students of young professionals with enough disposable income to invest in higher priced cosmetics there are likely to change employers frequently and expect great workplace flexibility and a supportive working environment gen y prefers flat hierarchies and want to like the work they do.

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born during the 1980s and 1990s technology has always been a part of their lives thus they are very tech-savvy engaged in social networking and use the internet and smart-phones on a daily basis they are outgoing open-minded individualistic and socially-conscious and want to make a difference consequently promotions that encourage social action resonate highly with them they don t respond to traditional advertising but appreciate word-of-mouth recommendations and online reviews to see what s best as fashion-conscious individuals they seek a unique look without compromising on quality.

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a day in the life of m·a·c addict mary

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the m·a·c appeal the targeting strategy individualistic gen yers turn to the brand because it encourages them to develop creatively and express their individuality by means of their high-quality and colorful products m·a·c s wide color choice also caters to the generation s ethnic diversity according to market report commissioned by the u.s commercial service the retail sales of color cosmetics in the uk are expected to increase in value by around 4.3 and reach $1.93 billion in 2013 by 2011 the ethnic population is forecast to reach 12 of the total population thus the demand for medium-priced ethnic cosmetics is increasing and is a good prospect for u.s exporters www.export.gov another reason is that the brand shows social responsibility m·a·c aids fund no animal testing back to m·a·c program and primarily relies on word-of-mouth marketing like their media-savvy customers m·a·c is engaged in social media activities like facebook twitter and youtube to actively communicate with them.

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competitor analysis

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make up forever history the parisian company was founded in 1984 by the former painter and sculptor dany sanz who wanted to develop a make-up line for the fashion and show-business i.e products to create any effect a makeup artist s heart could desire key product lines their key line consists of hd products with highperformance formulations that correct imperfections while remaining invisible on-screen and to the naked eye they also offer waterproof and special effects products like artificial blood professional training the make up for ever academy paris reveals and trains new make-up talents one can acquire professional expertise in the following techniques beauty fashion cinema television theater and artistic pricing o foundation 29,50 33.50 o lipstick 18.90 o single eye shadow 14.50 brand identity professional creative innovative distribution channels off-and online stand-alone mufe stores sephora promotional strategy magazine ads own website facebook youtube channel events this year mufe launched the world s first unretouched magazine ad campaign to show that their hd foundation can create a flawless airbrush finish without photoshop.

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urban decay history the american brand was founded in 1996 by sandy lerner and zomnir and david soward to provide women with colorful high-quality and cruelty-free make-up key product lines their eyeshadow primer potion colorful glide-on eye pencils and eye shadow palettes are urban decay s key product lines they are characterized by a rich pigmentation staying power and a great color range brand identity bold fun glam rock pricing foundation 26 32 lipstick 19 single eye shadow 16 distribution channels own website online shop sephora online stores e.g asos brick and mortar stores e.g jcpenney ulta macy s promotional strategy website events billboards magazines

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nars history due to the success of his small collection of twelve lipsticks the french make-up artists and photographer francois nars decided to launch a full line of cosmetics in 1994 key product lines the most famous nars product is a blush called orgasm that creates a fresh and healthy glow on your face the sheer glow foundations are also favored because they clarify the overall skin tone and enhance the skin s luminosity and radiance pricing foundation 40 50 lipstick 25 single eye shadow 24 brand identity cutting-edge empowering innovative distribution channels off-and online stand-alone nars stores sephora online shops promotional strategy print campaigns own website facebook twitter

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m·a·c `s positioning and competitive advantage regular and pro assortment innovative formulas for example m·a·c s pigments back to m·a·c program and m·a·c aids fund show environmental and social commitment celebrity endorsements for their viva glam lipsticks highly esteemed in the fashion industry much sought-after limited editions

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