MAC Cosmetics Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: January 31, 2021
Marketing Strategy of MAC Cosmetics analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on MAC Cosmetics marketing mix, help the brand succeed.
MAC Cosmetics marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the MAC Cosmetics Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
MAC Cosmetics Product Strategy:
The product strategy and mix in MAC Cosmetics marketing strategy can be explained as follows:
MAC Cosmetics is one of the leading cosmetics and skin care brand in the world. Its initial packaging used to come in black pots rather than compacts. The approach was to create utility for chics. Its marketing mix product portfolio has a wide variety which includes:
a) Make-up: Foundation, concealer, powder, face primer, etc.
b) Eyes: Eyelashes, eye mascara, eyeshadow, eye primer, etc.
c) Lips: Liquid lip, lip pencil, lip gloss, lipstick, etc.
d) Skin Care and Primer: Moisturisers, cleansers and removers, CC and BB, etc.
e) Brushes and Tools: All types of brushes, brush kits, face brushes, lip brushes, eye brushes, etc.
MAC Cosmetics chooses to be “The Ultimate Colour Authority” and not a skincare companies, which they chose to be, by offering the people a wide range of products. The products are colourful, bold and custom. The company differentiates its products from that of its competitors by developing different blends of pigments so as to match the needs of the consumers, by packaging its products differently and by providing limited edition products.
MAC Cosmetics Price/Pricing Strategy:
Below is the pricing strategy in MAC Cosmetics marketing strategy:
MAC Cosmetics’ first customers were for make-up artists and models.
One of the big breaks was in the late ‘80s when Madonna, on a photoshoot, wore one its product. As it is perceived as a good of ostentation which shrieks of conferring high status to those who are wearing it, they adopted premium pricing strategy for all its products. Although the price of competitors’ product is a bit lower, customers are willing to pay a little higher. This instead ensured customer loyalty and willingness of customers to pay astronomical huge sum for its products comprises the goodwill of the company in the market. MAC Cosmetics not only has adopted premium pricing strategy, but also product line pricing strategy. In this, company’s products are priced in relation to each other and where each good complements each other rather than competing with each other. This means change in price of one of its products has bearing on the other products.
Following is the distribution strategy in the MAC Cosmetics marketing mix:
MAC Cosmetics started its journey from a counter in Toronto, Canada. Then after six years, i.e., in 1991, came the first store with the company’s brand name. From that year onwards, company’s presence started growing gradually. At present, its independent outlets are present in seventy countries having more than one thousand outlets. In other words, it uses offline medium to cater to the needs of the people all over the world. An important point worth noting here is that its products can only by the dealers authorised by the company which did not hinder the company’s growth trajectory even then.
Needless to say, its products are available online as well.
MAC Cosmetics Promotion & Advertising Strategy:
The promotional and advertising strategy in the MAC Cosmetics marketing strategy is as follows:
MAC Cosmetics uses several mediums to advertise and market its products. Word-of-mouth promotion strategy might seem insignificant when it comes to discussing the strategies of promotion, it however played a dominant role in the growth of the company’s sales. Since it is believe to confer high status, the company has endorsed, since its conception, highly renowned celebrities. It made its first breakthrough when Madonna wore one of its products on a photoshoot. MAC Cosmetics has since then also associated itself with Princess Diana, Cher, Naomi Campbell, etc. All this ensures brand visibility. Its advertisements are reflective of its motto of serving people of All Ages, All Races, All Sexes. It also promotes its product online through social websites like Facebook, Instagram, Twitter, etc. This completes the marketing mix of MAC Cosmetics.
About MAC Cosmetics:
MAC Cosmetics, often stylized as MAC, an acronym for Make-up Art Cosmetics, is a cosmetics manufacturer. It was established by the duo of a make-up artist and photographer, Frank Toskan and a beauty salon owner, Frank Angelo. The idea was to shoot well with colours and fulfil their professional needs.
The owners created cosmetics in their kitchen and in 1984, they launched the line from a department store in Toronto, Canada. They celebrate INDIVIDUALITY and has the motto of serving people of All Ages, All Races, All genders.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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