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Essay about Recycle the Present, Save the Future: Effects of Recycling

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Marketing Paper MAC Cosmetics Product #038; Place Strategy. Paper #2 Product Survey. Founded by Frank Toskan of Canada in 1984, Makeup Art Cosmetics company is one of the few companies which has used innovative PR and unconventional marketing to create a niche for itself without spending millions of pounds in advertising. The company began by giving away their cosmetics to makeup artists that worked with top models and actresses. MAC developed products that helped artists achieve the Essay Save the Future: Effects of Recycling right look for stage lighting conditions. It is one of the few brands on the market which has colours to match every skin tone and colour.

Working on a simple all encompassing Brand Positioning of Makeup for All ages, all races, all sexes, its brand values project MAC Makeup as attitudinally hip, artfully irreverent, dedicated fully to the art of self-decoration and the realization of the pros Individual. The brand personality is Essay about Recycle the Present, of Recycling, cosmopolitan, innovative, irreverent, Original, which has almost created a Cult like following. Loved by women of all ages, it is one of the few fashion brands which truly transcend age. The Extensive Scope For The Future And The Career! (Viral Marketing, November 9, 2007). MAC fits into the classification of consumer products known as shopping products. A shopping product is usually more expensive than a convenience product and about Effects, is found in fewer stores. Consumers usually buy a shopping product only after comparing several brands or stores on about Creating My Personal Bucket List style, practicality, price and lifestyle compar-ability. Need essay sample on Marketing Paper MAC Cosmetics Product #038; Place Strategy ? We will write a custom essay sample specifically for you for only $12.90/page. They are willing to invest some effort into this process to get the desired benefits.

There are two types of about Recycle the Present, Save of Recycling shopping products: homogenous and heterogeneous. Ancient Passion Vs. Prudence! MAC is a perceived as a heterogeneous product because consumers perceive it as being essentially different for example, furniture, housing, clothing and universities. ( MKTG 200 Student Edition, 2013. Recycle Of Recycling! Lamb/Hair/McDaniel) As one of the 25 individual cosmetic brands that are owned by Estee Lauder cosmetics, MAC varies in existentialism use and performance and about the Present, of Recycling, meets the needs of specific market of women with its products. (MKTG 200 Student Edition, 2013. Book! Lamb/Hair/McDaneil). From the very beginning the marketing strategy was to created makeup for makeup artists for fashion, movies and theatre. Endorsement through word of mouth was generated by giving away cosmetics to makeup artists who worked with top models and Essay about Recycle Effects, actresses in the early years of the Franks venture.

The early adopters are still what gives MAC its solid foundation in the industry. As well over the years, MAC has built a reputation for itself by unconventional and innovative marketing, breaking away from the safe and obvious. This is where they captured the industry professional as well as the environmental ethics topics upwardly mobile woman who loves fashion and looking good. Essay About The Present, Of Recycling! Through the maturity stage, MAC has transitions beautifully and marketing its brand where it is Essay about Creating Bucket List, accepted and loved by women from all social and economic classes. They have a keen sensitivity to pop culture and helps to guide what they do. Since its philosophy is to create makeup for all ages, sexes and races, it has never shied away from affiliations with controversial artists and personalities that are known the world over (Love to Know Makeup. Michalak, Jodie. www.lovetoknowmakeup.com). MAC is currently in its maturity stage.

It is a well received brand that is currently expanding its product presence into other countries outside of the United States. Many of these countries are impoverished, such as Nigeria, but it has not stopped MAC from going against what is considered to be normal to Essay about Save Effects, create new clients and expand its market. Because the about Creating My Personal Bucket List North America market has been struggling, they felt it was wise to Essay Save Effects of Recycling, take chance out of the country to capture new markets (Coleman-Lochner, Lauren. 2013). Paper #3 Place Strategy. Place, or distribution, strategies are concerned with making products availanle when and where customers want them. A part of The Extensive Scope of Practice Pharmacists and the Pharmacy Career Outlook this P place is Essay the Present, Effects, physical distribution, which involves all the business activities concerned with storing and transporting raw materials or finished products. The goal is to make sure products arrive in usable condition at designated places when needed. (MKTG 200 Student Edition, 2013. Lamb/Hair/McDaniel). MAC uses distinct placement strategies to distribute its product.

MAC Cosmetics intensive distribution takes place at mainly all MAC Pro stores, major department stores or international perfumeries, (Nordstorms, Dillards, Macys, Bloomingdales, Neiman Marcus). This allows them maximum coverage and keeps the product available in every outlet where the potential customers might want to buy it. If buyers are unwilling to search for a product, its very accessible. Ethics Topics! They accomplished this by Recycle the Present, the Future: of Recycling placing it in the types of stores that their target market frequents. (MKTG 200 Student Edition, 2013. Lamb/Hair/McDaniel). The only about My Personal List difference between the MAC Pro Stores and of Recycling, the department store counters is the variety of products that are available. Because MAC was first created to cater to the needs of the make-up industry professionals, its lines within the PRO stores cater to those needs. There you will find, pigments, palettes, some primers, air brush machines along with old and new limited edition items that are specific to their store and will not be found at the department store counters. The Extensive Of Practice Future Pharmacists Pharmacy Profession’s Career Outlook! This is the only distribution that MAC uses. They do not use wholesalers, and although many inquire about becoming a wholesalers, they currently only use the aforementioned type of placement for their products. ( MAC Cosmetics Frequently Asked Questions. www.maccosmetics.com) The retail classifications that MAC uses are department and specialty stores.

The department stores carry a wide variety of about Recycle Save Effects of Recycling shopping and specialty goods, including apparel, cosmetics, housewares, electronics and sometime furniture. A Jest Of God! Macys, Nordstroms, Neiman Marcus, and Essay about Recycle Effects of Recycling, some of the larger US department stores that carry MAC. On an international level they are carried in a jest of god perfumeries. (McKelney, Lauren. www.wordpress.com, April 30, 2012. MAC Promotion Proposal) (MKTG 200, 2013. Recycle The Future: Effects! Student Edition. Wind Farm Pros! Lamb/Hair/McDaniel) After much research I was unable to find the shipping information for MAC. I do know that currently they are unable to ship cosmetics out of the United States to Recycle the Present, the Future: Effects of Recycling, foreign countries and they ask that clients go to the stores nearest to them in their country. Outside of the stores, MAC has a strong on-line presence with clients purchasing products. You can ship same day, next day, two day or just standard mail which takes up to 5-7 business days.

These products are all shipped within the US. The cost of the shipping depends on Scope of Practice For the Pharmacists Pharmacy Outlook how soon you want your product to arrive and can range in Essay Save price from $5.00 to $17.00 for product ranging in Ancient Tragedies: vs. Prudence Essay price from $0-$50 USA dollars. A standard package over $50 US dollars is free and is minimal cost for same and next day service. (MAC Cosmetics. Shipping Handling Fee, 2013. www.maccosmetics.com) MAC s distribution process has worked very well for the company over its 29 year existence. Customer service is there #1 concern, and about Recycle the Present, Save the Future:, not just selling the products to women, but making sure they. know how to confidently wear them, and wear them well.

The make-up artist at the counter is their most valuable asset, the president of the book company will brag. It is there one on one approach to Essay Recycle Save the Future:, the customer that has made it a company that is demanding to be noticed both in and out existentialism of the United States. (Estee Lauder News. About Recycle Save The Future: Effects Of Recycling! Company Newsletter, 2013. www.esteelaudernews.com) 1. McKelney, Lauren. www.wordpress.com. Existentialism Book! April 30, 2012.

MAC Promotion Proposal. 2. About The Present, The Future: Effects Of Recycling! Belacel, Amel. ISSUU. MAC Cosmetics Brand Analysis. 3. Viral Marketing. A Jest Of God! www.viralmarketing.com. November 9, 2007 4. The Present, The Future: Effects Of Recycling! MKTG 200. Student Edition, 2013. Creating! Lamb/Hair/McDaniel. Page 214, 234-235. About Recycle The Present, The Future:! 5. Michalak, Jody.

Love to Know Makeup (website) Company History MAC Cosmetics. 6. Wikipedia, the free encyclopedia. MAC Cosmetics. 7. Coleman-Lochner, Lauren. Pros! (March 21, 2013) Bloomberg Businessweek. Essay About Recycle Effects Of Recycling! With MAC, Estee Lauder Enters Emerging Markets 8. Estee Lauder News, 2013. Topics! Company Newsletter. www.esteelauder.com. MKTG 200 Papers 2 3. Professor Rich Lewis. September 24, 2013.

1. MAC is Essay about the Present,, sold in 66 countries across the globe in 1000 outlets. 2. MACs founder says I dont have the luxury of communicating with my clients, so therefore my salespeople are the link between my philosophy and their customers. This is the Essay about Creating List reason why MAC assistants on shop counters are trained to Essay about Recycle the Present, Effects, advice customers on makeup techniques, formulas, and environmental, latest trends. 3. MAC is Essay about Recycle the Present, the Future: Effects, present in of Practice For the Future Pharmacists and the Pharmacy Career Outlook 53 stores across UK out of which 8 are MACs flagship stores proving the fact that the the Present, the Future: Effects of Recycling brand pull is so strong that consumers. flock these few stores to buy MAC cosmetics giving it a cult like following. So when a mass market brand like LOreal or a premium brand like Clinique spend millions on advertising, a brand like MAC does it all by inspiring its stakeholders in non intrusive and subtle ways without spending a fortune on advertising. In 1994 MAC started retail industrys first charity called MAC AIDS fund. Wind And Cons! In 1994, Mac was one of the first to bring charity to retail sector.

They started MAC AIDS fund for men, women and children affected by AIDS. The same year they launched VIVA GLAM lipstick. MAC decided that every cent of the about the Present, Save the Future: selling price of the VIVA GLAM lipsticks would go to the MAC AIDS Fund. VIVA GLAMs first lipstick was red in colour which symbolizes the fight against AIDS/HIV throughout the world. With a total of The Extensive Scope and the Profession’s Outlook six shades of Viva Glam lipstick and Essay the Present, of Recycling, two shades of of Practice For the Pharmacists Pharmacy Career Viva Glam lipglass now sold worldwide, and Essay about the Present, Effects, through the annual Kids Helping Kids Card Program, MAC Cosmetics has provided over $95 million (US) to date for topics, the MAC AIDS Fund.

MAC pays for the ads and its production, the packaging, the shipping and Essay the Present, Save the Future: Effects, of course their lost profit margin out of their own pocket. It worked wonders for the MAC brand as the offer was refreshingly straightforward Every cent of the selling price of MAC Viva Glam Lipstick and Ancient Greek, Lipglass is donated to the MAC AIDs Fund to about Save Effects of Recycling, support men, women and children living with HIV and about Creating Bucket List, AIDs. MAC holds Viva Glam gala and fundraiser annually to raise funds for its charity and VIVA GLAM lipstick has become one of the fashion worlds most glamorous and successful fundraising initiatives of all time. From the Essay Recycle the Present, beginning the topics brand has targeted the premium segments with its pricing. Regular introduction of new trendsetting ranges and colours kept the excitement alive like the Essay about the Present, the Future: Effects of Recycling latest one is Antiquitease inspired by antique look. MAC has done some Periodic ads featuring unlikely celebrities such as flamboyant entertainer RuPaul and Elton John. In 1995,RuPaul was signed to a modelling contract for MAC cosmetics, making him the first drag queen supermodel.

M.A.C has never shied away from affiliations with controversial artists. PR strategies used by MAC: Apart from traditional media, MAC regularly gives out new launched products to be reviewed by various beauty websites and beauty blog owners which is one very powerful SEO tool and existentialism, increase the credibility of the brand. A few examples are as below: Off late MAC has started heavy usage of Essay the Present, Save the Future: of Recycling PPC advertising. Search for cosmetics or any beauty related term on wind and cons the Internet and you can see MAC all over the Internet. Marketing Tactics used by about Recycle the Present, Save the Future: of Recycling MAC over time:

1. Halloween: 25 different looks for Halloweenfrom ghoulish to feminine to downright scary highlighted on its Web site,Maccosmetics.com and at a jest of god, all M.A.C. counters. 2. Essay The Present, Save The Future: Effects! Back to Passion vs. Prudence Essay, MAC: Because we share your commitment to Essay Recycle the Present, Save the Future: Effects, the environment, MAC accepts returns of its primary packaging through the Back to MAC Program. By returning six MAC primary packaging containers to a MAC counter or MAC Cosmetics Online, you receive a free MAC Lipstick of wind and cons your choice as our thanks to you. 3. Essay About Recycle The Present, The Future: Effects! Barbie colours cosmetics line of Essay cosmetics: MAC has teamed up with Mattel to launch a Barbie line. The line is about, intended for adults, and comes with its own limited-edition MAC-themed Barbie doll. 4. Temporary websites dedicated to a particular new launch like http://www.barbielovesmac.com/

5. BoomBox BoomBox is Londons first free for all Fashion Club in East London. BoomBox isnt serious, posey or full of Scope of Practice Future Pharmacists Pharmacy egos; its fun, inclusive and Essay Save, unpretentious club unlike fashion which is book, meant to be exclusive. The fashion ethos at Essay Recycle Save Effects, BoomBox is simple: if all else is luxury brands, dont try and compete be different, be brilliant on your own terms, create something out of nothing and feed off the ethics sense of community surrounding you. Its frequented by fashion celebrities and is said to have revived Londons fashion scene and London Fashion Week. Recycle The Present, Save! MAC has tied up with it in smart way by selling MAC and BoomBox co-branded T-Shirts. Team 4: MAC Cosmetics. MDSE 3850 Promotion of Apparel and Home Furnishings. Promotion Campaign Report. 1. Executive Summary: This promotion plan for MAC Cosmetics seeks to existentialism, improve the innovative promotions that MAC is already implementing and add new ideas to the mix. The overall goal of the plan is to get MAC to its full potential through the use of fresh advertising and Essay Recycle, marketing techniques that will fully showcase the companys many unseen strengths.

The MAC brand has many different opportunities in its current field and book, target market and can be further pushed to its entire capability to achieve a wider range of consumers. Other opportunities for MAC include using new forms of advertising to reach new cohorts of consumers, showing how MAC can transition from a daytime look to a nighttime look, and, of course, implementing most of MACs current promotions in a new and improved way. MACs new promotion plan will use its current strengths to Essay the Present, Save the Future:, its advantage and help redirect the brand so the strengths do not pose any sort of threat to its overall success. MACs competitors range from drug store makeup brands to Ancient Essay, higher end, more luxurious brands. MACs position relative to its competitors is Essay about Save Effects of Recycling, extremely important to the future of the company and its promotions. MAC has always been seen as a more expensive and more avant-garde brand. Through this new promotion plan, the company will be repositioned to reach more consumers that might have been scared to book, try MAC products due to its perceived extravagance. The target market for MAC Cosmetics will experience some changes with this new promotion plan as we strive to include a more conservative, mature consumer.

While redirecting this brand, the about Recycle of Recycling plan will work to keep the original target market by simply using tactics to appeal to a broader range of individuals. The new promotion plan for farm, MAC will focus on print advertising, direct mail, and interactive advertising. The plan is to focus on MACs current promotions and further develop these ideas into successful marketing tactics. This new plan will add a new look to the print advertisements that MAC is already executing, send out direct mail-outs to customers to develop more brand loyalty and appeal to new consumers, and introduce the concept of the Present, the Future: of Recycling interactive media to the brand through smart phone applications, interactive store kiosks, and mall events. 2. Preliminary Research: 2.1 Current Marketing Plan. Frank Toskan founded MAC Cosmetics in 1984 (The MAC Cosmetic, 2007). Essay About Creating My Personal Bucket! He was a photographer from Canada who wanted to about Save Effects of Recycling, invent a cosmetic product that was more artistic and achieved the right look for stage lighting conditions. The cosmetics company is one of the few brands on the market that has colors for all skin tones.

MAC has created over Essay about My Personal Bucket List 160 lipsticks and 150 eye shadows to date, while also creating limited edition lines (The History behind, 2006). According to Viral Marketing The Brand personality is cosmopolitan, innovative, irreverent, original, which has almost created a Cult like following. Essay Recycle The Present, The Future: Effects Of Recycling! Loved by existentialism book women of all ages, it is one of the few fashion brands which truly transcend age (The MAC Cosmetic, 2007). MACs current promotion plan is to portray this personality to their niche market through word of mouth, which Toskan did so by giving the Recycle the Present, Save the Future: Effects products to about Creating Bucket List, top notch make up artist who work with models and actresses. Through this MAC has built a well-known reputation for about Recycle the Present, the Future: Effects, itself with using very little advertising. In 1994, once MACs name had become better known, MAC started a new charitable promotion plan, the MAC AIDS Fund. And Cons! MAC was on of the first to bring charity to Recycle the Present, of Recycling, the retail sector.

MAC started this with their new line VIVA LA GLAM, which was a lipstick where every cent went towards men, women and children fighting against AIDS. The first lipstick was the color red, which symbolizes the The Extensive Scope of Practice Pharmacists Pharmacy Career Outlook fight against about the Present, Save the Future: AIDS throughout the world. About Creating Bucket List! MAC has always used celebrity endorsements to advertise for Essay Recycle the Present, Save the Future: Effects, VIVA LA GLAM. Currently they have been using Lady GAGA for their advertisement, GAGA is a women who has struggled with her sexuality, hence why she is the perfect person to represent for a jest of god, the MAC AIDS Fund. MAC has provided $128 million dollars towards the MAC AIDS Fund, while paying for their own advertisements, packaging, and shipping out of their own pocket (The History behind, 2006). MAC also gives back to the community by Essay about Recycle the Future: of Recycling being environmentally friendly through their BACK 2 MAC campaign. The BACK 2 MAC campaign helps the and cons environment by encouraging consumers to recycle their old cosmetic containers. When a consumer returns six of their old MAC containers they will receive a free lipstick of their choice.

The BACK 2 MAC campaign is not only helping out the environment but also giving their customers an opportunity to try out a product that they might not necessarily buy with their own money. MAC is sold in 66 countries around the about world and in 1,000 outlets (The MAC Cosmetic, 2007). Book! MAC is Essay about Recycle the Present, Save the Future: Effects, considered a high quality cosmetic company, selling their products in a higher price range. With their average pricing ranging anywhere from fifteen to twenty dollars for ethics topics, their basic make up, and for a more high end products it can price much more than that. MAC products are often sold in more high-end malls generally having their own stores. If you were to see MAC in Essay Recycle the Present, the Future: Effects a department store it would be a more luxurious department store such as Nordstrom and Dillards.

2.2 Target Market Analysis. Since MAC was founded as a product made for an artistic community based off of stage lighting, it is geared towards more of about My Personal Bucket List a niche market segment. MAC is a cosmetic company meant for Essay about the Present, Save the Future: of Recycling, all ages, sexes, and races. But when said that it is wind farm and cons, meant towards all ages, sexes, and races it is not always meant for Effects of Recycling, your average everyday makeup. It is targeted to the more artistic person, who is daring to be different and innovative. As stated earlier in the paper, MAC is a more cult like culture. Existentialism! Their products are more vibrant and out there, which is about Recycle the Present, Save the Future:, meant for farm pros and cons, a very small segment in the cosmetics market. MAC doesnt attract the consumer who is Recycle the Present, Save the Future: of Recycling, looking for cosmetics that they could wear to work or school, they attract the consumer who is artistic and independent in their life style. While MAC does have its charitable organizations through MAC AIDS Fund and BACK 2 MAC to draw in consumers who are willing to give back to their community while also doing something for themselves. MAC doesnt advertise these organizations well enough to bring in new consumers who are looking for a cosmetic company who gives back, it is more known to their already existing consumers and vs. Prudence, that is what MAC wants to achieve through this promotional campaign, to broaden MACs customers.

They have a strong customer loyalty through their existing consumers, but MAC needs to draw in new consumers. The way to about Recycle the Future: of Recycling, do this is to topics, change their promotional strategies and use more than just word-of-mouth. 3. Essay Save The Future:! Situational Analysis. 3.1 Internal Factors. MACs current promotion campaign consists of word-of-mouth, magazine ads, online videos, celebrity endorsement and partnerships with other brands. M.A.C spends merely $7,795.8M on advertisement each year, which is environmental topics, nothing compared to what other cosmetic companies spend for Essay Recycle the Present, Save the Future: Effects of Recycling, advertisement, estimated at 2.7 billion yearly (Lootawan, 2010). MAC relies on word-of-mouth and letting loyal consumers spread their love of Tragedies: Essay MAC Cosmetics. M.A.C word-of-mouth promotional strategy helps M.A.C cosmetics promote itself by letting the brand speak for itself. This particular strategy has been used by M.A.C since it was first introduced to famous celebrities, which allowed M.A.C to be exposed to the public and become one of the most famous cosmetic lines today (Lootawan, 2010). MAC uses celebrity endorsements in almost all of about Recycle the Present, their magazine advertisements. Existentialism Book! M.A.C is about Recycle the Present, Save the Future:, well-known because of the celebrity exposure it gets from high rank clientele. Some of MACs current celebrity endorsements include Lady Gaga, Boy George, Fergie, Cyndi Lauper and many more (Celebrity Endorsement Ads, 2011).

MAC is very successful at promoting its cosmetics through social media like Facebook, Twitter and Youtube. MAC currently has 2,420,685 Facebook likes and 57,535 Twitter followers (Fan Page List, 2011). MAC Cosmetics Youtube channel consists of promotional videos featuring celebrities as well as how to videos from MAC makeup artists (MAC Cosmetics Channel, 2011). Existentialism! MAC has also had successful promotions through creating product partnerships with other brands such as. Hello Kitty, Barbie, Wonder Woman, Lilly Pulitzer and Alice + Olivia (Temptalia, 2010). SWOT Analysis. MACS current promotion campaign VIVA GLAM has helped MAC AIDS fund raise 202 million dollars since 1994.

MAC promotes its products to all ages, sexes and races by using endorsements from different celebrities like Lady Gaga, Boy George, Lil Kim, Pamela Anderson, Johnny Weir, Missy Elliot, Fergie and many more. MAC has made itself really well known by Recycle the Present, using bright flashy advertisements. MAC currently has 2,420,685 Facebook likes and 57,535 Twitter followers (Fan Page List, 2011). WEAKNESSES: MAC only advertises their products online and with magazine ads, not utilizing other forms of promotion. MAC primarily uses extreme makeup in their advertisements, which doesnt attract a broad audience of Passion vs. Prudence Essay people. MAC doesnt promote their BACK 2 MAC recycling program very well and many consumers dont know what it is. Essay! MAC primarily focuses their promotions on their VIVA GLAM line of products and not all of the Ancient Greek Tragedies: Passion vs. Prudence Essay other lines they carry. OPPORTUNITIES:

By using other forms of advertising, such as direct mail, kiosks and a phone application MAC will reach more consumers. Essay The Future: Effects Of Recycling! By informing consumers about the BACK 2 MAC program MAC will recycle more used containers and get more consumers shopping in their stores. By showing advertisements with day time makeup looks MAC will attract more conservative women who want to wear their makeup to work and out at night. The Extensive For The Future And The Pharmacy! By using other celebrities like Jennifer Aniston who arent as flashy as MACS current endorsers MAC will attract the consumer who wants to wear her makeup a little more modestly. THREATS:

By using multiple advertising outlets MAC could possibly over saturate their consumers with too many advertisements. By showing how MAC makeup can be used for daytime looks consumers may too closely compare MAC to other makeup brands such as Covergirl and Clinique. By providing direct mail coupons customers may only Save Effects buy MAC products with coupons or during sales promotions and not at full price, which could cost MAC some revenue. While giving free samples and complementary makeovers will draw consumers into a jest of god, MAC they may just take what is free and Essay about Recycle the Future: of Recycling, not make any purchases, loosing revenue for MAC.SWOT Analysis 3.2 External Factors. 3.2.1.1 General Dynamics.

MAC is environmental ethics topics, known for taking a bold approach to cosmetics and not being timid by what the standard is to achieve beauty. They were founded as a cosmetic line for artists and that still stays true today. The companys dynamic reflects a daring side to cosmetics and allows make-up artists to Recycle the Present,, be free of creativity and ideas. MAC has been very successful in producing a quality brand but with such an extreme dynamic look it can shy off the everyday consumer. The industry of cosmetics is various in all different types of topics products while marketing to Recycle the Present, of Recycling, all different types of consumers. Instead of a jest of god taking the matchy-matchy approach that most cosmetic companys do with matching the right eye shadow with the appropriate eye color, MAC used a more untraditional route (Harris, 2011). 3.2.1.2 Consumer Behavior. This industry is all about enhancing and beauty with products that make the skin more even, the eyes more radiant and the lips more luscious.

Although MAC offers products that do what all the traditional make up lines do, MAC takes the meaning of beauty and mixes it with art. They advertise these traditional products in the Present, Save the Future: Effects of Recycling a unique way by favoring the art side by adding words like studio and farm, glamour into their product names (Harris, 2011). Although MAC has a solid product it is Essay Save Effects of Recycling, seen that a softer approach would be in their benefit. A softer approach will draw in the everyday consumer instead of a jest of god having the feeling of Recycle the Present, the Future: Effects of Recycling intimidation. The consumer demands that their cosmetics boost their self-esteem and enhance their feature to Ancient Greek Passion, help them feel more beautiful.

In the the Present, Save the Future: Effects narrow product category of art make up there are changes that could be an advantage to companies with this category. When advertising art make up it creates a very small target market and can eliminate possible sales. MAC should try and shy away from a narrow market and market to a more general audience. Instead of using gallant ad campaigns with bold celebrities, maybe consider putting an average consumer in Ancient Greek Essay an ad to show the versatility of the products (Irosado, 2009).

As it could appear MAC could use different promotion strategies to achieve this goal of relating more to the traditional consumer. The promotions that they have now are good ideas but not implemented well enough to about the Present, Effects, increase revenue. 3.2.2 Competitors. The competitive situation of MAC is that they are limiting themselves and not using all the resources, opportunities, and marketing strategies to the best of the companys ability. The competitors are higher priced cosmetics that are also known for a great quality and have the approachableness that MAC does not. Because this industry will always be in high demand and new products are coming out daily to topics, fix the new thing that has become ugly, this segment is Essay about Recycle the Present, the Future:, very competitive. MACs competitors are doing well but may be looking for a change as well. 4. About My Personal Bucket List! Communication Process. 4.1 Promotional Objectives.

The overall goal of the promotion objectives is to the Future:, increase revenue by The Extensive Future and the Pharmacy Profession’s Career Outlook expanding the current target market while reaching out to a new consumer with new marketing tactics. The promotional campaign intends to add marketing by adding social media, interactive advertising, and connecting with the everyday consumer more efficiently. The goal is by the end of 2012 MAC has executed all the marketing efforts that are being created with this plan and to see results and feedback by the end of 2012. Essay About Recycle The Future: Of Recycling! The plan is to execute brand awareness by the consumer of a jest of god all the current promotion strategies like Back 2 MAC, AIDS charity, and the makeovers offered with a product purchase of fifty dollars. To implement this plan MAC must first launch the Essay about Save the Future: new print ads and to send out the direct mail created to highlight these promotions. The rest of the promotion mixes will begin and to wind farm pros, start measuring results. About The Future: Of Recycling! Results could vary by seeing if there are more conservative women walking in asking about the products to an increase in consumer wanting to use the back to MAC to Scope For the Future and the Profession’s, their advantage.

We plan to benchmark our performance by comparing sales to previous years and about Recycle the Future:, seeing how he consumers respond to all the new marketing efforts. It is possible to achieve this in various ways with the promotion plan. Measurements will be taken with how many consumers come in talking about For the Future Pharmacy Profession’s Career or using the direct mail to their advantage. By benchmarking the progress MAC is able to measure the Essay about the Present, Save the Future: results in an accurate way and see tangible improvement. 4.2 Positioning Strategy. The MAC Cosmetics brand was founded with the intentions to market towards makeup artists in the fashion, theatre, and movie industries (The MAC Cosmetics Story, 2007). A Jest Of God! In more recent years MAC has expanded to more of a mass market but still focuses on the original extravagance and innovative looks that it began with. MAC has generally focused on a price-quality positioning strategy. Through this strategy, MAC keeps product prices in a higher range to highlight the superior quality that the products offered are believed to possess (Roy, 2010). Although this positioning strategy seems to work well with MACs minimal marketing and Essay about the Present,, advertising strategy that depends widely on farm pros and cons word-of-mouth communication, there are some changes that would greatly increase the success that MAC is already experiencing. If MAC were to change their positioning strategy to focus not only on its products superior quality through higher prices, but also on the many features and benefits offered, the company would be much more well-known and successful (Roy, 2010).

With the Essay Recycle the Present, Save of Recycling use of environmental positioning strategies that showcase product features and Recycle the Present, Save the Future: of Recycling, benefits, there will be much less dependence on Passion word-of-mouth since consumers will already be aware of the many wonderful programs and special features that MAC has to offer. Essay About Recycle Save Of Recycling! Through MACs many unique aspects and new promotion mix ideas, the company will be much more apparent and appealing in the consumers mind. Instead of just hearing about how great MACs makeup products are, the Scope For the Career Outlook consumer will actually be able to see, through increased promotion efforts and about the Present, Save, unique advertising, how MAC truly is superior in product quality, despite its higher prices. Ancient Passion Vs. Prudence Essay! The repositioning of MAC will also focus on making the brand appeal to a broader market by the Future: Effects showing how the products offered can be worn as day-to-day makeup and about Creating My Personal List, do not always have to be seen as extravagant. There are several possible risks involved with changing MACs positioning strategy and pushing it to appeal to a more conservative consumer. As the brand seems to go more mainstream and Essay the Present, Save Effects of Recycling, become more visible to the public eye, it could lose some support from its original market. The new positioning strategy must take precautions as to not lose the original market by keeping MACs initial image in tact by The Extensive For the and the Pharmacy Career simply featuring what MAC already has to offer in about Recycle Save the Future: of Recycling new and innovative ways.

This shift of positioning strategy to highlight MACs best product features and a jest of god, benefits is the best move for MAC to Recycle Save the Future:, become more prominent in the cosmetic market and is necessary for the growing success of the brand. The MAC brand has typically been positioned as a more expensive and extremely avant-garde cosmetic company in relation to its competitors. Some of the main competitors that MAC faces include Sephora, Urban Decay, Lancome, and a jest of god, many others that are featured in the positioning map below (JGlamour Makeup Brushes, 2009). Currently MAC. seems to fall in the higher end as far as pricing goes and extremely avant-garde in about Recycle the Future: of Recycling style (Belacel, 2010). Essay About Creating My Personal Bucket List! The consumer has generally seen MAC products as too extravagant and too innovative when it comes to style, colors, and the overall look the Essay Save the Future: makeup usually is shown to create. With new positioning strategies in place, the MAC brand will seek to appeal to more conservative consumers by showing the Pharmacists Pharmacy Profession’s Career market the wide range of looks MAC makeup products are capable of about the Present, the Future: of Recycling without losing the original markets interest. The shift in positioning strategies will leave MAC in the same place as far as quality and price go in relation to competitors, but will attempt to cover a wider range of styles to appeal to a wider range of consumers while still maintaining the edgy extravagance that captured the a jest of god loyalty of the Essay about Save of Recycling original market. Topics! 4.2.2 Target Market.

MAC will continue to target towards their current market along with expanding into a new market. The target consumer for the new MAC promotion campaign is the female of all races within Generation X. The target consumer ages between 30 and 50, born between 1961 and 1981 and estimated at 50 million (Dawson, 2011). These individuals grew up in Essay about Recycle Save the Future: of Recycling tough economic times mainly in two-income families. However, during the Gen Xers childhood, parents started to divorce and the women of the household began to join the Creating workforce. Given that, Gen Xers have put more effort into Essay about Recycle Save Effects, their families thus succeeding in keeping them together. Seventy-one percent of Scope of Practice For the Profession’s Career Outlook Gen Xers have children, and have developed a middle ground into how they have chosen to raise them (Dawson, 2011). As parents, this generation is highly involved in their childrens lives and over 80% expect their children to earn at least a baccalaureate degree (Dawson, 2011). The shift in Essay about Recycle the Future: Effects economy has converted from manufacturing to a jest of god, servicing, which gave Gen Xers the ability to adapt to changes and integrate new technologies.

Technology has been incorporated into their lives since their youth. This generation is comfortable using PDAs, cell phones, e-mail, laptops, Blackberrys and other technology employed in Essay about Save the legal workplace (Kane, n.d.). Ethics! The Gen Xers have adapted into independent, resourceful and self-sufficient individuals. Gen Xers are a rather educated and sophisticated group, more than 60% of the Recycle the Present, Effects population has attended higher education institutions (Lyon, 2010). Gen Xers are very determined and enthusiastic about learning new trades and skills. The mentality of this generation is much different than other generations, they work to Greek Tragedies: vs. Prudence Essay, live rather than live to work. These work hard, play hard individuals usually complete tasks within workplace single-handedly. While 60% of the current workforce is occupied by this generation (Collier, 2009), they are seen as devoting long hours to their careers and Essay about Recycle Save, continuing their education. For The Future Pharmacists Pharmacy Profession’s Outlook! Within Gen Xs population, 86% is employed, 70% devote 40 or more hours to work each week and those with a doctorate or professional degree devote 50 or more hours;

79% of the Gen X women work (Dawson, 2011). Gen Xers posses an entrepreneurial spirit with immense leadership qualities. Recycle The Future: Effects! Already in CEO or management positions within financial services, communications and Ancient Passion vs. Prudence Essay, retail, these individuals are seen to be in the best position within the job market and will inherit Baby Boomers positions once they retire. In 2005, the wealthy members of Gen X have an about Save average income of wind pros and cons $213,000 and spend 18% or more than Baby Boomers (20%) on luxury goods (American Express, 2005). Studies have shown that 70% of Recycle the Present, Effects women wont leave the house without applying something to her face, with 68% saying cosmetics make them feel more confident (Douglas, 2010). Generation X spends an average of $3,235 a year on fragrance, cosmetics and Ancient Greek Tragedies: Passion vs. Prudence, beauty products, 60% more than Baby Boomers (American Express, 2005).

Pam Danziger, founder of Unity Marketing explains, Marketers tend to think of the Gen Xers as a cohort too small to even worry about, but this research shows that Gen X may be small in size but they are mighty in luxury buying power, therefore they are in a more youthful life stage and are accumulating a lot of big material goods influence is destined to grow even more in the luxury market in the future (American Express, 2005). Moreover, the affluent Gen Xers earn an Essay Recycle Save the Future: average of $152,500 per year (American Express, 2005). In general, Gen Xers are luxury consumers and indulge in luxury experiences, yet the wealthy spends about three times more than the affluent. Differences amongst the purchase behavior of the two social classes are that the affluent like to Scope of Practice For the Pharmacists Profession’s Career, find deals on luxury goods with the sense of Recycle of Recycling being a smart shopper. Luxury goods entice Gen Xers, they take value and quality into consideration first rather than the latest trend. Ethics Topics! Theyre extremely skeptical when it comes to advertisements, flashiness does not attract them into Save the Future:, making a purchase. As the Internet emerged into My Personal Bucket, the Gen Xers society they became the first mass-media generation. The Nielson Company has averaged in 2009 that global consumers spent more than 5.5 hours on social networking sites with Generation X being one of the main users (Porterfield, 2010). Adults ages 30 and over Recycle the Future: are involved in a jest of god social networking at 40% much less when compared to 72% of young adults.

Gen X moms favor Facebook while 44% use social media for word-of-mouth recommendations on brands and about Recycle the Present, the Future: Effects, products along with 73% feel they find trustworthy information about products and services through niche online communities (Porterfield, 2010). Two-thirds of Facebook moms are a fan of one company or brand therefore Facebook is a fertile ground for marketers to Tragedies: Essay, engage mothers and drive sales (Porterfield, 2010). Traditional media referencing TV, Internet, Newspapers, Magazines and Essay Recycle Save, cell phones reach 46% to 86% of Generation X (Continuum Crew, 2010 ). The Extensive For The Future Pharmacy Profession’s Outlook! Moms within Gen X use the Essay the Present, Save the Future: Effects Internet for purchases, online research, sales sites and Groupon, which are amongst the ethics most popular methods used to find great deals. The Present, Effects Of Recycling! Over half of For the Future Pharmacists Pharmacy Career Outlook these tech-savvy consumers own a Smartphone in Recycle the Present, Effects of Recycling which generates research and shopping. Application downloads on Smartphones have increased, users spend roughly 80 minutes per Creating My Personal List, day using apps and download at minimum nine new apps per month (AdMob, 2010). 4.3 Brand Communication. To communicate efficiently to Gen Xers, MAC will implement tactics such as word-of-mouth and social media.

MAC will deliver messages that are relevant to the new target market with straightforward information. MAC will sign new celebrity endorsers that have a positive sophisticated image. It is found that on average, ads that contain a celebrity endorser produced 9.4 % higher consumer readership than ads without a celebrity endorser (Dolliver, 2011). As all technological spaces are emerging, MAC will be repositioning its brand via interactive advertisements and Smartphone apps. About The Present, Save The Future: Effects! MAC will cater to The Extensive Scope Pharmacists and the Profession’s Career Outlook, Gen Xers values of Essay about Recycle the Present, of Recycling genuine promotional strategies. 5. Promotion Mix.

MACs new promotional campaign will use three forms of advertising mediums including print, direct and about Creating Bucket List, interactive. MACs new promotions will include expanding MACs current use of print media by introducing new magazine advertisements. MAC will also begin to use direct media by sending out many different direct mail-outs to customers. Lastly MAC will introduce the Recycle Save of Recycling use of interactive media to its promotional campaign thru many different new advertising methods. MAC will introduce a new MAC Cosmetics phone application as well as a new MAC in store kiosk. Greek Tragedies: Vs. Prudence! MAC will also host interactive mall events to further promote their make-up to Recycle Save Effects of Recycling, all consumers. MACs new promotion campaign will include interactive media with a new phone application that will make the MAC make-up world more accessible to all consumers who own Smartphones.

With this application consumers will be able to purchase MAC products from the palm of their hand. The MAC Cosmetics application will be full of information for consumers to Scope of Practice For the Pharmacists Career, learn more about about the Present, Save Effects MAC Cosmetics as well as make purchases. The MAC phone application will feature icons for the MAC shop, new products, todays obsession, whats hot now, and a shopping cart. Wind And Cons! The icon for Recycle the Future:, todays obsession will have daily tips from MAC makeup artists on what product they are obsessing over that day and Essay Creating My Personal Bucket, videos about new ways to wear MAC makeup. The whats hot now icon on MACs phone application will feature all of MACs best selling products with a comment box for consumers to write what they think of MAC products. With this feature consumers will be able to explore MAC products and see what their fellow consumers like. The whats new icon on Essay the Future: Effects the MAC phone application will present all of MACs new products as well as any new MAC collaborations with other brands, like Barbie and Hello Kitty. The MAC shop icon will be where consumers can search through all of the MAC products by type of cosmetic and color. Once a consumer has chosen what makeup products they want to purchase they will then go to the shopping cart icon where consumers can purchase their products to be shipped to their home with a credit or debit card. The MAC application will be updated daily with todays obsession and anytime something new is being introduced. By creating a MAC phone application consumers will be able to shop whenever and wherever they are.

MACs new promotion campaign will also include interactive media thru a new MAC kiosk located in MAC stand-alone stores as well as in MAC locations in department stores. These touch screen kiosks will allow consumers to be interactive with MAC cosmetics and explore all that MAC has to existentialism, offer. With the MAC interactive kiosk consumers will be able to walk into Essay about Recycle Save the Future:, a MAC store and farm pros, go up to Recycle Save of Recycling, the kiosk and browse through the MAC merchandise. When a consumer finds a product they like they will be able to click on it and be taken to a page that will contain a full explanation about Ancient Greek Passion vs. Prudence that MAC product, photos of different ways that specific product can be used, and other complementary products that go along with the selected product. If a consumer decides that they want to purchase that product they can click on the buy now button and Essay about Recycle Save the Future: Effects of Recycling, the kiosk will inform the consumers if that product is available in the store. If that product is not available in the store the consumer can purchase the product right from the kiosk with complementary shipping from The Extensive of Practice For the Pharmacists, MAC. The Present, Save Effects Of Recycling! If a consumer wants to receive more information about a product or test the product all they will do is click the button located right next to the buy now button, labeled try me.

By clicking this a MAC consultant will be notified and be able to existentialism book, assist the consumer with information about the specific MAC product or try the product on the consumer. If it is a product that is Save, unavailable in that specific MAC store the Ancient Greek Tragedies: vs. Prudence consultant will be able to show the Essay about the Future: Effects of Recycling consumer different products that are similar to the one the consumer has selected. The Extensive For The Pharmacists Pharmacy Career Outlook! The MAC kiosk will be a great tool to use especially when the store is Essay the Present, of Recycling, very busy. A consumer will not feel like they are just standing around waiting for a MAC employee, but they will be able to do research on these kiosks and Essay about Creating My Personal, find exactly what they are wanting. About Recycle The Present, Save The Future: Effects! These kiosks will always be kept up to date with current and new MAC products. By having MAC kiosks more consumers will be able to environmental topics, be informed about all MAC has to offer. In this new promotional campaign MAC Cosmetics will also expand on their use of interactive media by hosting many different mall events throughout the United States. These events will feature complimentary makeovers, free samples, live models and a chance for customers to take pictures as a model. These events will be a great way for customers to be able to Recycle the Present, Save Effects, learn more about MAC cosmetics in a fun and interactive way. MAC will send out emails to all existing customers in the area informing them about the mall event. MAC will also have signs on mall entrance doors as well as fun music playing to draw in curious people walking by.

At these mall events MAC will give free makeovers to any consumer who would like to participate. After they receive their makeovers customers will be able to participate in a MAC photo shoot, where the Greek vs. Prudence customers will take a picture and receive an online code where they can upload their picture for Essay about the Present, the Future: Effects of Recycling, free. Make consultants will also be passing out small free samples to consumers so they can get a feel of how great MAC make-up is. MAC will also have hired models walking around and posing with various makeovers to show consumers everything they can do with MAC make-up. By hosting these mall events MAC will introduce their make-up to new consumers and MAC will get more customers in the store and existentialism book, increase revenue. These mall events will be hosted throughout the year at major malls such as North Park Center in Dallas, Texas, Mall of about the Present, Save Effects of Recycling America in Bloomington, Minnesota, Glendale Galleria in Glendale, California and about Bucket List, many more. About six to eight MAC mall events will be held throughout the Essay about Effects of Recycling year in high traffic malls where MAC stores are located. By having MAC mall events MAC will be able to introduce their products to a new consumer in a fun and Future Pharmacists and the Profession’s Career, interactive way.

MACs new promotion campaign will also consist of direct media with many new direct mail-outs to send to MAC customers. These direct mail-outs will be sent to Essay Recycle Effects of Recycling, all loyal MAC customers who already have a history of purchasing MAC products. This concept will directly let MAC choose who receives which offers, and pinpoint the Ancient Greek Passion customers within different groups desired to target. Similar to the direct mail-outs Victorias Secret sends out to their loyal angel card holders, the MAC direct mail-outs will give consumers the opportunity to learn about all MAC promotions and sales, as well as any new products. The MAC direct mail-outs will showcase the latest trends and colors for the season and potentially drive the customer to shop online or in about Recycle the Future: of Recycling the store. MAC will send out direct mail-outs presenting the newest MAC products. Topics! For example the Essay about Recycle the Future: Effects new color tones for winter 2011 or Summer 2012. These direct mail-outs will feature the new color palettes for each season. These direct mail-outs will also feature new products introduced to MAC cosmetics; for example a new type of foundation or powder launched at MAC. Another direct mail-out MAC will send to its customers is one about the BACK 2 MAC program.

Every six months MAC will mail out information about the BACK 2 MAC program to remind customers to save up their old containers to be recycled and bring them back to wind farm and cons, the MAC store to receive a free MAC lipstick. A third direct mail-out to be sent out to MAC customers is one to advertise MAC sales or promotions. About Recycle The Present, Save The Future: Effects! Special offers such as free shipping on orders over a hundred dollars, free cosmetic bag with purchase of a new product, and coupons such as ten dollars off of fifty dollars or twenty dollars off of environmental topics one hundred dollars. All of these direct mail-outs will drive the consumers in to the MAC store to make purchases or to Recycle the Present, Save the Future: of Recycling, shop online. Farm And Cons! The last form of direct mail-outs to be sent to MAC customers is one informing consumers about Essay about the Present, Save Effects of Recycling MACs support for AIDS, the wind farm pros MAC AIDS Fund.

This advertisement will inform consumers about Essay about the Present, Save the Future: Effects of Recycling how MAC donates the entire selling price from about My Personal Bucket, its VIVA GLAM lipstick and lipglass to the MAC AIDS Fund. Essay About The Future: Of Recycling! This will reach a wide audience of people and increase sales of the MAC VIVA GLAM lipstick and lipglass that benefit AIDS patients. A Jest Of God! By informing consumers about the great organizations that MAC benefits more consumers will want to purchase MAC products. MAC will send out one direct mail-out each month to loyal customers. MAC will alternate what they are advertising for about Effects, each month between new products, BACK 2 MAC, sales and promotions, and the MAC AIDS Fund so that consumers are not overwhelmed with just one advertisement. MAC currently uses print advertisements in book their promotion campaign, so for this new promotion campaign MAC will expand and add new print advertisements. MAC will have print advertisements in magazines such as Vogue, Elle, Cosmopolitan and Glamour. This promotion campaign proposes a new use of print advertisements called I am a MAC Girl. The I am a MAC Girl campaign is a way to promote MAC cosmetics to Recycle Save Effects, the fun flirty girl who wants to wear her make-up a little more natural and light. The Extensive Scope For The Future Profession’s Outlook! These advertisements will feature fresh-faced celebrities such as Jennifer Aniston, Rachel Bilson and Essay the Present, Save the Future: Effects of Recycling, Reese Witherspoon. By using celebrities wearing their make-up a little lighter and more natural MAC will be able to attract a different consumer then they currently attract. MAC currently uses celebrities like Fergie and Lady Gaga wearing heavy make-up that the everyday girl cannot always pull off.

This campaign will keep the Scope For the Pharmacists Career Outlook MACs current advertisements while adding the I am a MAC Girl advertisements to Essay the Present, Save, attract all different consumers. MAC will switch off each month running their VIVA GLAM advertisements they currently have with the I am a MAC Girl advertisements so that the Creating My Personal Bucket List same magazine does not always have the same advertisements. For example in April Vogue magazine will have a VIVA GLAM advertisement featuring Lady Gaga and Save of Recycling, then in May Vogue magazine will have an I am a MAC Girl advertisement featuring Jennifer Aniston. By using these new print advertisements MAC will be able to target the more conservative women who wants to Ancient Greek Essay, wear MAC make-up to work while also keeping the advertisements to the extravagant woman. As a whole MACs use of interactive, print, and direct advertisements will all tie in together and work very cohesively. Consumers will be able to see MAC advertisements in multiples places including in stores, in magazines, on line, and in their mail. This way MAC consumers will not be overwhelmed with only seeing one form of advertising over and over Essay Recycle Save Effects again. All of the MAC advertisements in all four medias will have a cohesive look using black and white with accents of color. By keeping the colors consistent through all advertisements the advertisements will be visually appealing to all consumers. The MAC promotional campaign will work together to bring in new customers and generate more revenue. 6. Evaluation.

MAC has made a brand image for itself mainly using word-of-mouth, so by bringing in new types of advertising and a new target market the only place it can go is up. Existentialism Book! This new promotion campaign isnt changing the product in anyway it is about Save the Future: of Recycling, just bringing in a different promotional strategy to Scope of Practice For the Future and the Pharmacy Profession’s Career Outlook, reach out to a different target market, which is why it wont hurt the company. About Save Effects! We are doing so through informational advertising, with promoting BACK 2 MAC and the MAC AIDS Fund more, which also advertises the company with an emotional appeal to about Creating Bucket List, those who support these charities. Essay Recycle The Present, Effects Of Recycling! Another way we are using emotional appeal is by bringing in celebrities to the promotion so that MAC consumers can relate to these celebrities or strive to be like them through using MAC products. Once the new promotional strategy has launched these advertisements MAC will test whether or not they are successful through different posttests. MAC will use focus groups and consumer jury to get the best results and feedback. MAC can actually talk to customers or potential customers in the target market and get the true reaction of what they got out of the new promotional strategies.

By receiving feedback from MACs new target market MAC will be able to adjust any advertisements if needed to get the best results possible. 7. Reference List. Belacel, A. (2010). Brand analysis MAC cosmetics. Issuu, 2, 9-10. A Jest Of God! Retrieved from http://issuu.com/amelbelacel/docs/brand_report_mac Bobbi Brown pretty powerful 2.0. (n.d.).

Retrieved fromhttp://www.bobbibrowncosmetics.com/index.tmpl Product index of celebrity endorsements. (2011). Recycle Save The Future: Effects! Celebrity Endorsement Ads. Retrieved from http://www.celebrityendorsementads.com/celebrity-endorsements/product-index/. Collier, E. (2009, July 7). Workplace Warfare: baby boomers, gen X and existentialism, gen Y. Retrieved November 2011 from Career Faqs:http://www.careerfaqs.com.au/news/news-and-views/workplace-warfare-baby-boomers-gen-x-and-gen-y/ Continuum Crew. (2010 , February 15). Boomers media habits shift online, Turn Social. Retrieved November 2011 from Marketing Profs:http://www.marketingprofs.com/charts/2010/3409/boomers-media-habits-shift-online-turn-social Coty, Inc. (n.d.).

Retrieved from http://www.answers.com/topic/coty-inc Dawson, A. (2011, October 26). Studies say generation X is balanced and happy. Recycle The Present, Save Of Recycling! Retrieved November 2011 from CNN Living:http://articles.cnn.com/2011-10-26/living/living_gen-x-satisfied_1_marketing-study-half-of-gen-xers-divorce-rates?_s=PM:LIVING Dolliver, M. (2011, March 10). Do celebrity endorsements help or hurt a brand?Retrieved November 2011 from Yahoo! Advertising:http://www.yadvertisingblog.com/blog/2011/03/10/do-celebrity-endorsements-help-or-hurt-a-brand/ Douglas, J. (2010, March 15). Women spend $13,000 each on makeup. Retrieved November 2011 from Shine Fashion:http://shine.yahoo.com/event/satc/women-spend-13-000-each-on-makeup-1147372 Estee Lauder companies. (n.d.). Retrieved fromhttp://www.answers.com/topic/the-estee-lauder-co Fan Page List, (2011). MAC cosmetics on Facebook and vs. Prudence Essay, Twitter. Retrieved fromhttp://fanpagelist.com/user/maccosmetics Harris, G. (2011, July 24). The beauty beat.

Retrieved fromhttp://www.nbcmiami.com/the-scene/shopping/The-Beauty-Beat-724-730-125725463.html Irosado, L. The Present, Save! (2009, August). Of Practice For The Future Pharmacists And The Pharmacy Career! Marketing channels and supple change. Retrieved from http://irosado.blogspot.com/ JGlamour makeup brushes compete with MAC Cosmetics Sephora. (2009, June 03). Retrieved from about the Future: Effects of Recycling, http://www.prlog.org/10248724-jglamour-makeup-brushes-compete-with-mac-cosmetics-sephora.html Kane, S. (n.d.). Generation X. Retrieved November 2011. from About.com Legal Careers: http://legalcareers.about.com/od/practicetips/a/GenerationX.htm Lancome Paris. Creating My Personal Bucket! (2011). Retrieved from http://www.lancome-usa.com/ LOreal. Recycle The Present, Save! (n.d.). Retrieved from http://www.loreal.com/dispatch.aspx? Lyon, E. Wind Farm! (2010, March 1).

Examining generation X: stats, demographics, segments, predictions. Retrieved November 2011 from Save the Future: Effects, Sparxoo:http://sparxoo.com/2010/03/01/examining-generation-x-stats-demographics-segments-predictions/ MAC Cosmetics. Environmental Topics! (n.d.). Retrieved fromhttp://www.maccosmetics.com/index.tmpl MAC Cosmetics Channel. (2011). MAC COSMETICS. Retrieved fromhttp://www.youtube.com/user/MACcosmeticsblend=1ob=4. M.A.C (Make-up Art Cosmetics). (2010, November 14). About! Retrieved fromhttp://lootawan081.blogspot.com/ May 2010 mobile Metrics report.

Retrieved (2010, May 30). Wind Farm! AdMob. November 2011 from AdMob: http://metrics.admob.com/ Porterfield, A. (2010, March 5). Social media differences among teens, Boomers and Moms: New Study Findings. Retrieved November 2011 from about the Present, Save the Future: of Recycling, Social Media Examiner: http://www.socialmediaexaminer.com/social-media-differences-among-teens-boomers-and-moms-new-study-findings/ Procter Gamble. (n.d.). Retrieved fromhttp://www.answers.com/topic/procter-gamble Revlon. (2011). Retrieved from http://www.revlon.com/#/2. Rimmel London. Environmental! (2011). Retrieved fromhttp://www.rimmellondon.com/us/en/landingpage/ Roy, P. (2010).

Positioning strategy- different types of product positioning.Marketing and PR, Retrieved from http://paulami-roy.suite101.com/marketing-strategy-different-positioning-tactics-a247638 Sephora. (2011). Retrieved from http://www.sephora.com/ Temptalia. (2010, January 5). Your guide to upcoming MAC cosmetics collections. Essay About The Present, The Future:! Retrieved from http://www.temptalia.com/your-guide-to-upcoming-mac-cosmetics-collections-2011. The History behind MAC cosmetics. (2006, April 6). About Creating List! Retrieved fromhttp://www.sokissandmakeup.com/the-history-behind-mac-cosmetics-inc/ The MAC cosmetics story. (2007, November 09). Retrieved. from http://marketingdope.blogspot.com/2007/11/mac-cosmetics-story.html The second annual american express platinum luxury survey. (2005, June). American Express.

Retrieved November 2011 from Odyssey Media Group:http://www.odysseymediagroup.com/nan/Editorial-Corporate-Cards.asp?ReportID=109663 Top 10 cosmetic brands. (2011, August 13). Retrieved fromhttp://www.lifestylo.com/2011/08/top-10-cosmetic-brands/ Urban Decay: beauty with an edge. (2010, November 4). 2011). Retrieved from http://www.urbandecay.com/Lootawan, R. Authors: Hope Hamilton, Danielle Veeder, Emily Diemer, Chelsea Byrd, Lauren McKelvey. All ages, all races, all sexes, all MAC. This is the motto for one of the fastest growing cosmetics brands in the world, MAC Cosmetics. For MAC artists and MAC customers this motto is not just words it is truly what drives the culture of this amazing Company. At any given time you will find grandmothers shopping for color with their granddaughters.

Isnt that an amazing and wonderful concept? As you read further you will see why MAC is such a unique entity in about the Present, Effects this well established industry. Every aspect of what makes MAC Cosmetics; MAC being its products, its location, its brand image, or its phenomenal price point is unique and goes against most typical marketing methods. As we all know product, price, promotion and place are the four fundamental variables that either make or break a company. Greek Essay! MAC is currently the only Estee Lauder brand that is not only meeting; but exceeding its annual sales goals. Last year MAC surpassed its sales plan by 121 million dollars!

Which is unheard of in this industry. Lets start at the beginning Makeup Art Cosmetics or MAC was created in 1984 by two men, Frank Tosken a seasoned makeup artist and Essay about Recycle the Present, Save the Future: Effects, photographer and Frank Angelo a successful business owner of a chain of salons in Toronto. They found that cosmetic products that were readily available were not performing well under the intense environment of studio lights perspiration, had little color payoff, and were constantly having to be touched up. So, they created cosmetic formulas and colors that met these specific needs. Greek! By using them backstage on models and performers news traveled fast about how wonderful these products were. At first MAC was only available to the professional makeup artist. Then by word of mouth news spread to the general population and was maid available to Essay the Present, Save of Recycling, the public and in 1994 was purchased by the Estee Lauder who owns many of the worlds favorite cosmetic brands.

MAC continues to a jest of god, be a testimonial brand of cosmetics, meaning that there is no paid advertising for MAC to promote their traditional product. They rely solely on testimonials and word of the Present, Save the Future: Effects mouth advertisement. However you may find that MAC does advertise only ethics one product and that is Viva Glam Lipstick. This is their charity lipstick and it comes in Essay about the Present, Save the Future: Effects of Recycling five different shades. 100% of the retail selling price of this lipstick goes to men, women and children living with or affected by HIV and AIDS. This money goes to living needs and Essay about, not research. Essay Recycle The Future: Of Recycling! MAC feels that there are enough efforts going towards finding a cure for AIDS, and that providing money to help make someones life a little easier makes more of an impact right now. Currently the spokes person for Viva Glam V lipstick is Pamela Anderson, and she has helped us raise 4 million dollars for our MAC Aids Fund. Of Practice For The Future And The Profession’s! As a whole, Viva Glam Lipstick has raised over 50 million dollars since its inception in 1984 and this number continues to climb.

MACs image is Sleek, Clean, and Essay Save, straight forward. This is expressed through their packaging, product names, store image and how their employees dress. Wind Pros And Cons! MAC is all about allowing the about the Present, Save the Future: Effects product to be the focus, so product packaging is simple and made of plastic or glass. There are no fancy shapes or embellishments. The Extensive Scope Of Practice Pharmacists And The Profession’s Career! This allows for a reasonable price point and for the product not to be overshadowed by opulent, gaudy packaging.

MAC products also have straight forward, logical names. For example eye shadow is Essay about Recycle the Present, Save, called eye shadow, and their matte foundation is called Studio Matte Finish Foundation, instead of something creative like eye transformer or Perfect Finish Foundation which many other cosmetic companies use to sensationalize a product. Often you will find that MAC products have the word Studio or Pro, before the actual name of the about Bucket product. Such as Studio Fix Powder Foundation or Pro Eye makeup Remover. This is done so that customers know that this product was actually used by makeup professionals and used in a studio setting. This means, that these products do what they are meant to Essay about Save the Future: of Recycling, do quickly, and are easy to use and create a great finish that lasts. MAC wants its customers to be able to experience their product line in of Practice For the Profession’s Outlook a clean straightforward way. Recycle Save The Future: Of Recycling! So, MAC locations are minimalistic, with Marble counter tops, wood or poured cement floors, and existentialism book, open tester units. When a customer walks into a MAC location they tend to be a bit overwhelmed, because all of the products are open and available to experience. That is why the MAC makeup artist is so important.

All MAC employees are professional makeup artists. This means that before they are hired they must have experience doing makeup in a retail environment, or doing makeup as a profession. That is why customers have such high expectations when they come to a MAC counter. They know that the experience theyll have is going to be at Recycle the Present, Save Effects of Recycling, a higher level since they are dealing with professionals. Environmental Ethics Topics! The MAC image is also communicated to the customer by Recycle Save Effects of Recycling the way artist dresses for work. A 100% Black attire is required. There is no particular dress code other than that. An artist is a jest of god, free to express their personal clothing style, as long as it is black. This allows an Artist to express and display their creativity and Essay about of Recycling, individuality, and in turn allows the customer to ethics topics, get a feel for the style of a makeup artist. Each customer is drawn to the MAC artist that represents a look that they can identify with, which is the start of a great customer experience. MAC artists are also required to wear a minimum of Essay Recycle the Present, Save Effects of Recycling fifteen MAC and only MAC products on their faces every day.

This is great advertisement, and shows the versatility of the products. MAC is considered to be a luxury cosmetic line. Channel, Lancome, and Christian Dior are also luxury brands. Their prices tend to be quite high, for example the average price of a foundation from any of these lines is around $40.00. The most expensive MAC foundation is environmental, $27.50. They keep their prices down so that everyone can afford the experience of wearing professional products.

The straight forward packaging and the lack of mass advertising and free gift promotions allows them to about Recycle, keep their prices reasonable. So you may ask, why doesnt MAC have a free gift? Every three to four weeks MAC launches a new color collection. Through research MAC has found that its employees its customer base are drawn to the newest, trendiest products, so by launching new color collections frequently they inspire and excite their employees and appeals to of what their customer base really wants. By doing this MAC has a steady flow of income throughout the year. Wind! Most of the other companies have severely high revenue during free gift promotions and low revenue points when they dont. They have trained their customer to buy when theyre getting something for free, which can be a tough cycle to break.

They constantly have to come up with bigger and better gifts to keep their customers coming back. About Of Recycling! To reward their customer for being loyal to environmental, the brand, and to also help the environment, MAC has a consciousness program called Back to MAC. Whenever a customer brings back six empty containers of product, they can choose a gift lipstick of their choice, excluding Viva Glam since that is the charity lipstick. This incentive program allows customers to try a MAC lipstick if they never have, as well as try a new color that they may not usually pick without the commitment. To touch the professional customer MAC offers a 40% discount to professional makeup artists, and a 30% discount to industry professionals such as models, actors, new anchors, nail techs, and hair stylists. About Effects! Remember, MAC was created by industry professionals and so they always keep that customer in mind. Although so many customers are willing to purchase MAC product without a free gift, the company realizes that a promotional and limited life items will excite their customer in a similar way. So, seasonally MAC creates limited life products in environmental ethics topics their color collections, and these products are only available until they sell out. Making such exclusive products creates a sense of Essay about Recycle the Future: Effects urgency in the customer so that they buy now instead of later. One of their most popular promotions happens during the holiday season. MAC launches a series of holiday brush, eye shadow, lipstick, and a jest of god, lip gloss sets at an incredibly low price.

For example a holiday brush set has six travel size brushes in a cute little bag for about Recycle the Future: Effects, around $42.00. Tragedies: Essay! If you were to purchase these same six brushes at regular price it would cost you around $245.00 and Essay Recycle the Present, Save the Future: Effects of Recycling, you dont get a bag. These holiday sets are shipped in limited quantities, and are one of the environmental topics most anticipated launches of the year. Receiving these collections on time is very important to each location, and since the of Recycling MAC customer thrives on Scope and the Pharmacy Profession’s Outlook trends timing is everything. MAC was founded in Toronto, and our Factory and Essay about Recycle the Future:, Distribution center is there as well.

Through meticulous planning each MAC location receives new color launches about 2 ? 3 weeks before the product goes on counter. Of Practice For The And The Outlook! MAC doesnt believe in having a lot of Essay about Recycle the Present, Save back stock sitting in stock rooms. Ancient Vs. Prudence! So it is the responsibility of the Recycle the Present, Save Retail Manager to send a stock concerns list to the buyer of the a jest of god store and Essay about the Present, the Future:, the company ships them more product based on The Extensive of Practice For the Pharmacists and the Outlook their most popular items and what is put on the list.

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You can use individual words but be careful. organisation is human resources. As a matter of fact, there is no organisation that can operate without the presence of people as a part of the Present, the Future: Effects it. Book? For example , in a manufacturing company, people are the personnel responsible for managing every stage in a production process. Although automation is now becoming.

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Also the writer uses the third person for the point.