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8/4/2019 macpowerpoin

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Megan Guenther, Briana Irwin, Natalie Laneri, Ashley Fitterer, Kaitlyn Tymas,and Megan Fannin


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Company Make-Up Art Cosmetics Ltd.-Founded 1985 in Toronto, Canada Originally for professional make-up artists Vision: To be the most preferred brand of professional make-up artists Fashion models, actors and stage performers were the first consumers of the

products before the publics interest developed

Unique image: black clothing, extreme employee style, black counters,professional make-up artists

Touch-and-play experience Certain people turned off- artists added to the brands credibility and

differentiation Distribtion in Canada and U.S.

- New York and Los Angeles ProShops


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Retail Channels

Products available in over 200locations in 15 countries, with2,500 employees

Partnered Stores: Nordstroms,Bloomingdales and The Bay

Company Owned and Operated

Stores

1-800 customer service call center


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Products


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Company: Pricing& Promotion

Competitive Pricing, between mass-market and competitorsex) lipstick$4-$20 , M.A.C. $12

Preferred Professional IndustryDiscount (PPID)

No advertising, no discounts

- Social conscious programs to helpraise awareness for the environmentand AIDS

Back to MAC ProgramReturn 6 MAC primary packagingcontainers to a MAC counter orMAC Cosmetics Online, you receivea free MAC Lipstick of your choiceas our thanks to you.


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VIVA GLAMCelebrity SpokespeopleThe MAC AIDS Fund is proud to beassociated with a spectacular lineup of multi-talented artists for the launch of the VIVA GLAMVI lipstick and lipglass. These committedsuperstars will serve as powerful emissaries forthe MAC AIDS FUND dedicating their time,

energy and talent on behalf of the AIDS cause.

1994, M.A.C. AIDS Fund supports men,women and children affected by HIV/AIDSglobally

Same year, introduced first VIVA GLAMlipstick

Every cent of selling price of VIVA GLAMlipsticks go to the M.A.C. AIDS Fund

Approximately $100 million proceeds havebeen collected


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Core Industry

Cosmetic Industry- Entered Industry with adifferent approach

-Focusing more ondeveloping professionalquality products

-Socially responsible andunconventional

-Edgy, Hip, and In


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Competition

Lancome, Estee Lauder,Clinique, Elizabeth Arden,and Shiseido

Bobbi Brown Essentials,Trish MacEvoy, Nars, Stila,and Make-up Forever


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Competition(Cont.)

Visiora, Bill Tuddle, Kryolan,RCMA, and Joe Bolasco

Nordstrom, Macys and

Bloomingdales


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Define OpportunitiesWith the undeniable success of M.A.C

since its founding, the company wantsto maintain its status as a leader in themarket.

The company is currently facing aturning point in which it needs to decideon how to focus its attention on all of itsconsumers: professional artists,professional industry and retailconsumers.

How are they going to keep their uniqueand individual style that they have usedto their advantage, while satisfying allcustomers?


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SWOT Analysis

Unique image (known for coloredproducts)

High quality

Word of mouth endorsements byprofessional make-up artists

Numerous awareness campaigns(positive community engagement)

Price

trengths


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Lack of on-line sales

Brand intimidation

No in-store gift withpurchase promo

eaknesses


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Informational website

Selling through retailerwebsite

Taking advantage of selling

online

pportunities


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Competition

already online

Retailers sell

other productlines

hreats


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Online Retailing

With the turn of the century comes an intense look to theInternet and how to best utilize the resources availableon it.

More and more retailers are looking to expand theirbusiness to incorporate internet sales to increase profits.

With rates expected to exceed 200% per year for the

next few years, its imperative that M.A.C takesadvantage of the opportunity in front of them as bestthey can.


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Online Retailing

The internet has made it possible for retailers tobridge the gap between richness and reach.

Rich communication used to only be found face-to-face, while in order to reach the customer,retailers would sometimes have to sacrificerichness.

The internet broke down this fundamental trade-off, making is possible to reach the customerwith a rich shopping experience.


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Define theOpportunity

Monetti identified 3 distinct internet optionsthat he felt were suitable for building an onlinepresence

Information oriented website Online selling through retail partners

websites

Online direct selling through a M.A.C.website


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Option 1: Information-OrientedWebsite

Would allow customers to move an onlinecamera around the page and to zoom in onspecific products or news

Designed to have fashion at the forefront image

in mind

Increase market awareness of M.A.C. and itsproducts worldwide, allowing them to expand intonew markets around the world

Site would include addresses of nearby retailerswho sold M.A.C. products, thereby driving salesto those stores

Could be used at promotion for AIDS, a cause

that the company long supported

Gave the company a way to introduce new andupcoming products

M.A.C. Internet Club


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Option 2: Online Selling Through RetailPartners Web Sites

Encourage existing retail partners to sell M.A.C. products on their ownwebsites

Would create fewer logistics problems for M.A.C.

On the other hand, retail partners were unlikely to make major investmentsin building the M.A.C. brand since they would be showing thousands ofother products online

M.A.C would also have limited input into how its products would bepresented on the sites

Problem: there would be limited potential for new customers since theretailers websites were likely to appeal to their already existing customers


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Option 3: Online Direct Selling Through a M.A.C.Web Site

Site can range from Basic to Innovative

Basic:

Allows customers to purchase products

Choose from itemized lists with brief descriptions and product photographs

Information about how selected

product should be applied

Innovative:

Buy at StoreRefill on-line


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Likely to attract new customers to M.A.C. Stores Quicker & easier to introduce and test new products

Ability to broaden product line beyond what could effectively bedisplayed at stores

Removes excess repeat traffic from M.A.C. store counters, easinglineups and crowding

Customer Profiling

Cross Promote for in-store locations

Increase awareness of Social Campaigns

Benefits


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Could pose a threat to the companys credibility with the

professional segment of the market

Large initial investment:

-Operating Expenses-Warehousing & Shipping/distribution-Cost associated with building the website

Disadvantages


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6 Barriers to OnlineSuccess

Increasing consumers comfort levelsResolving technological limitations

Rapidly scaling internal operationsEngineering comprehensive convenienceResolving channel conflictDeveloping low-cost distribution


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Decision

Online Selling through

M.A.C. website


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Variables ForDecision

Online retailing reached approximately$15 billion in revenues, far exceedingprojections

Attract more customers to the M.A.C.stores

For every dollar spent online, consumerswere likely to purchase another $5 of

goods in stores


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Variables fordecision (cont)

Could introduce their newproducts more quickly

Gives the opportunity tooffer more products

The M.A.C. shoppingexperience analysisshowed that M.A.C sellingonline had the highest total


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Variables (cont)

Many customers including the make-up artistsalready know what they need to buy and they

just need to refill old make-up


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Recommendations

Create Link on website tailored to make-up artists

Offer event listings, job opportunitys, specialty products,

advice with handling clients

Also offer special prices for artists


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Recommendations(cont)

Cater to professional users by showing whats new and fashionable

how to section, different colors that go good together and how to

apply the correct way

Advertise there campaigns such as their Aids awareness charity


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Like this look? Try it on at a store near you:

1. Print this page.

2. Locate a MAC Counter location near you.Find Stores.3. Call to schedule an appointment.

EYESLightly fill in brows with a mixture of Cork and Espresso EyeShadows. Apply Constructivist Paint Pot all over eyelid and blendwell as a base. Highlight the browbone area with Mylar Eye Shadow

using 224 Brush. With a fluffy brush, such as 217 Brush, applyBamboo Eye Shadow all over the lid. Then blend Saddle EyeShadow into the crease with 219 Brush and run it lightly along thelower lashline. Line the top and bottom lashline with StubbornBrown Powerpoint Eye Pencil. For the upper lashline, create athicker line towards the out edges of the lashline, winging slightlyupwards for a dramatic eye opening effect. Curl Lashes and apply

two layers of Plushblack Plush Lash.

CHEEKSDust cheeks lightly with a sheer veil of Well Dressed Powder Blush.

LIPSLine lips with Subculture Lip Pencil. Smooth Viva Glam VI Lipstickover lips and top off with the newest addition to the Viva Glam

collection - Viva Glam VI Special Edition Tinted Lipglass
http://www.maccosmetics.com/looks/malibubarbie_print.tmplhttp://www.maccosmetics.com/looks/malibubarbie_print.tmpl

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