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Mac Cosmetics Marketing Strategy

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INTRODUCTION: Globalization is an economic integration that infers the opening of regional and nationalistic that looks at interconnected and interdependent provinces with free trade of goods, services and capital across its national boundaries (Shuey, Kiely and Wells, 2001). Globalization involves the transferring of proverbial policies across international borders, the dispersion of knowledge and cultural solidity. Globalization has created boundless prospects for businesses across the world, that global marketing is an integral component for profitable establishments. Businesses are capitalizing on globalization and expanding their products into different countries’ markets. Mac Cosmetics wants to expand its global brand products in …show more content…

The report would encompass the following: - an introduction to Mac Cosmetics’ products using the four p’s, product market description, competitive forces and general environment in Trinidad, product strategies, pricing strategies, distribution strategies, promotional strategies and other relevant imperative information for the expansion of its …show more content…

Mac products are based on four levels which are the core benefit, basic products, expected products and augmented products (See Appendix 2). Mac Cosmetics target all types of customers from young to old, but their main targets are young, working, professional individuals. These particular customers tend to use technology more frequently for everything from social media to online shopping. However the company provides make-up for all ethnicities, ages, and religions, according to (MAC Cosmetics - Official Site) “its brand values Mac Make-up as attitudinal hip, artfully irreverent, dedicated fully to the art of self-decoration and the realization of the Individual and be conclusive for Trinidad target group. At Mac Cosmetics psychographics, are based on the: Big Five Personality Traits. Empirical studies quantify the economic returns to personality traits are fixed and its easier to determine which customer would buy a particular product, (Heineck and Anger, 2010, Mueller and Plug, 2006 and Nyhus and Pons, 2005). Almlund et al. (in press) argue that–in comparison to cognitive ability–personality traits are responsive to individual behaviours. The model Big Five Personality provides Mac with ideas to target their customers with combination packs like which eyeshadows, lipsticks, bush and eyeliners according to

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Introduction Sephora was first founded in Paris 1969 by Dominique Mandonnaud who made a daring change to the way perfume and cosmetics were sold, letting the consumers try before purchasing. Instead of having sales representatives at the counter, Sephora had beauty advisors stationed at the counters to offer advice and ideas to each individual. Over the years Sephora has grown mightily, boasting over 2000 stores worldwide and employing an estimated number of 25,000 employees. To uphold the top spot in the market, Sephora has constantly rolled out new products into their stores with outstanding innovations, making it hard for their competitors to follow.

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Big Five Personality Traits The five personality dimensions OCEAN are Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism. This were defined as follow, according to Crissy (2011), Openness is the capability of appreciating art, emotion, adventure, unusual ideas, imagination, curiosity, and variety of experience. The characteristics such as imagination and insight, and those high in this trait also tend to have a broad range of interests were the traits feature in this dimension. Next is Conscientiousness this is the persons tendency to show self-discipline, act dutifully, and aim for achievement; planned rather than spontaneous behavior..

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The customers can as well upload their pictures and virtually try different products on their face and get advice on the best way to apply the products. The mobile application was downloaded by over 2.5 million customer and generated a traffic of approximately 75% as the company’s customers were converting and shopping making up to 167% orders over the year and due to that the company got 400,000 beauty insider signed up (issuu, 2017). Therefore, a big number of the Sephora's promotional initiative is based online which help the company to reach their younger targeted audiences and to have a big impact on the customers that are not willing to place order online with confidence as well as infrequent customers to explore and try new products (Chen et’al. 2011). And hence, Sephora’s digital channels play an important role by serving as communication tools for the company to promote their products via different channels to in order to reach the targeted

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