These women are from the mid to high income bracket and tend to be well established in their career. It is also important to note that these women are post secondary educated and search for the best brand of products to use on their skin. Along with living busy lives, these women are socially active, technologically savvy, and follow fashion trends.
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It is important to penetrate major markets in order to effectively reach the majority of the primary target audience. Secondary Target The secondary target market is females between the ages of 18 and 30, at both secondary and post-secondary education levels.
Students and recent graduates, located in major urban markets are important for this target market because the majority of students are situated in the more populated areas of cities. This target market would be more inclined to utlize untraditional media for information, in the way of social media and online advertisements. Marketing Communications Goal Challenge The first marketing communications goal is to stand out among other colour cosmetics brands among middle-aged, career minded women.
The second marketing communications goal is to associate MAC Cosmetics with a youthful yet sophisticated and appropriate, on-trendy lifestyle. Marketing Communications Objectives The first marketing communications objective is to create an image that is in keeping with sophisticated, coinciding with trending lifestyles.
The second marketing communications objective is to build buzz for MAC Cosmetics among women aged 25 to 50 who are currently unfamiliar with the brand.
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This mix will contribute to the success of the objectives set out above. The reasoning behind this selection is as follows: a Advertising Traditional forms of media advertising are crucial in order to put across a visual appeal to the target markets and to achieve brand awareness b Event Marketing An important event will take place that will link MAC Cosmetics to a fundraiser for female leadership programs.
Female leadership and professionalism appears directly to the primary target and the event will help to generate buzz around MAC. MAC Cosmetics will continue to build awareness in the community by publishing articles in different medias and educating the public. In store there are also makeup artists that give customers makeovers using only MAC Cosmetics products.
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The majority of their advertising occurs online through their YouTube channel and in magazine ads directed at a younger audience of something. As a businesswoman, she leads a busy life, but choosing MAC as her color cosmetic brand is a no-brainer. The brand has become a staple in her lifestyle. The appeal will be positive, showing the ultimately confident businesswoman and the MAC name. They will highlight the product and the confidence in the women. They also be able to browse products and testimonials from real women just like themselves.
Print and outdoor media show images of women glowing, exuberating confidence because of their MAC products. They will remain trendy yet age appropriate- a priority for the campaign. Media Objectives a Who The primary target is urban women aged The secondary target is tech-savvy women aged Emphasis of the budget will be given during this phase as it is just beginning in order to gain effective results and impact the rest of the year.
There will also be emphasis for flights around spring, fall, and at the end of the year for the holiday season, as these are the times of year women are most likely to buy products to update their looks. This will take time and will need to focus on ongoing creative strategies as well as by implementing new, trendy messages for appeal and attention. We know exactly which consumers we want to reach, and continue to focus and direct marketing efforts to them.
There were also be supplementary media focused at impacting key primary and secondary targets within urban areas, appropriate and unique to each area. These include posters and billboards. Continuity is important throughout the remainder of the campaign, with increased focus during the pre-seasons outlined. A more detailed media schedule will be designed using gross rating point levels from market to market.
As well as Slice, a division of Shaw Media. This will provide high reach in shorter time. MAC specific pre-printed inserts were also placed in newspapers in the main urban cities mentioned.
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In keeping with the profile-matching strategy, print ads in magazines specific to the target audience was also utilized. This provides an opportunity for multiple exposures as well as added reach if magazines are passed-on to other readers. There were also mall posters located inside shopping malls where MAC boutique retail stores are located. Although these rely on only pedestrian traffic, the target audience is already in the malls and will act as a visual to direct the consumer to the appropriate place.
This ads are clickable, and will take the audience directly to the MAC website for more information. Execution a Banner Ads Banner adds were scheduled on the Elle, Chatelaine, and Flare websites that are popular with professional women aged These segments are aimed at the workingwoman between 30 and 50 who lead very busy lives. A total of 10 segments were filmed for each season, airing on repeat throughout weekday programming.
These segments will also be available on both the www. This new section offers the above-mentioned video tutorials, as well as suggested products and additional suggested professional makeup looks with instructions. To link MAC Cosmetics to professional, sophisticated, on trend lifestyle.
To encourage brand loyalty among women aged In addition, the top 50 most powerful women in Canada as determined by the Financial Post Magazine were also invited to the gala as VIP guests, free of charge. Leading up to the event, the women able to register online, indicating their skin tone, eye colour and hair colour.
A booklet were included in the shipment, which will have several sample looks that can easily be done with the makeup provided. There will be detailed instructions so that busy businesswomen will easily be able to execute the sophisticated, on-trend looks. Each of the VIP guests were treated to a complementary spa experience the day of the event. They will receive both pedicures and manicures using MAC nail polish. They will also have their hair done professionally. By ensuring that all women are wearing MAC products at the event, we can be sure that they are photographed in MAC cosmetics and ensure the maximum earned media and word-of-mouth impact.
The sample cosmetics and looks will also allow the guests to experiment with the products pre and post event.
In addition, by paying such a detailed amount of attention to each and every guest, and allowing them to try out the products, MAC encourage not only brand recognition, but also brand loyalty among the target market. Our target demographic actively read local and national newspapers and stay up-to-date with television news broadcasts. Targeted posts and tweets will raise brand awareness and increase web traffic. As professional businesswomen make their way into work, out for lunch break or out for the end of the day, brand ambassadors will entice them to get a complementary makeover.
The photographer will take a before picture in front of MAC signage. The MAC artists will go over several sample professional looks with the guest and then apply the look in under five minutes. The woman will then have her picture retaken and will have the option to email the picture to herself or friends, tweet the picture or upload it to Facebook. Each woman is encouraged to take home a sample bag filled with MAC Cosmetics including foundation, powder, blush or bronzer, eye shadow, eye liner and mascara. C, we have focused on their online store, and personally went into Setia City Mall and explored the M.
C section in the shop. C Cosmetics are in the niche market where the target market is only female, of all ages and ethnicity. C sells a lot of different make-up products. C products focusses on their ingredients where the products are safe to use by any one. The safety tests are run by a collaboration of science experts across numerous places to ensure the quality and excellence of all the products are brought to the market. C Cosmetics has developed to be a two billion dollar brand and by many is considered as a 'path to success'. Products are priced slightly higher than other competing products, although customers do not mind to pay more for the assurance of an excellent product.
However, due to high prices of certain product, average individuals are unable to reach them, comparing to L'Oreal, Benefit or Revlon who's prices are on standard and low-priced. The high variety of products and colours makes M. C very desirable and easy selling. C offers occasional sales and promotions and offers complementary products which is defined as Product Line Pricing. Their prices are comparable to competitors which focuses mainly on customer satisfaction. The company uses multi-segment pricing as their strategy to target more customers, all achieved by supplying a wide variety of desired products.
That is why M. There's this deal at M. C, when you purchase and finish 6 M. C products you can return it back to the store and you'll receive a free lipstick. Cosmetics often give out free samples to customers at checkout in store and online.
If an employee is helping a customer in store, and they end up not purchasing anything, the employee might give out custom samples to that person to try to convince them. Aids fund" where all of their Viva Glam lipsticks proceeds will go to people fighting aids.
They get celebrities like Miley Cyrus, Rihanna, Nicki Minaj, etc, to create their own Viva Glam lipstick so the public will buy them and help support the cause. For the fact that M. C where it is standing now. C was originally created to target the artists and photographers due to its artistic nature.
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First ever M. C store opened in in Greenwich Village. Nowadays the brand owns over independent stores in over 70 countries, with over 30 stores in Malaysia itself, bringing an annual turnover of over 1 million dollars.