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Marketing success through differentiation
Major marketing strategies
Nature and scope of marketing strategy
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MAC or Make-up Art Cosmetics is a professional makeup brand that prides itself on its diverse market. It was officially launched in Toronto, Canada in March 1984 by creators Frank Toskan and Frank Angelo. Since its acquisition by the Estée Lauder Companies in 1998, it is now sold in over 105 countries including the United Arab Emirates. Being part of the “innovative, and fast paced” cosmetic industry (Kumar et al, 2006) makes MAC’s prospective growth in the UAE challenging. Furthermore, the increasingly competitive nature of the beauty sector in the region heightens the significance of how a company’s marketing strategy adapts to or even shapes certain external forces. This essay explores where MAC lies in the context of the macro-environmental …show more content…
More specifically, Westerners who are the minority in the UAE have much higher salaries than about 50 percent of the population which is comprised of Asians – South Asians having the dominant amount of inhabitants (CIA, 2016; Gulf Business, 2016). For a brand that is well-known for catering to darker-skinned women, this is relevant to MAC’s marketers, especially in the wake of rising awareness on issues such as colorism as evidenced by the popular, South Asian-led social campaign “Unfair and Lovely” which celebrates dark skin, and an increasing demand for darker make-up in the UAE (Ismail, 2013; Pandey, 2016). In addition, halal-certified cosmetics are slowly gaining popularity (Szalai, 2015). Thus, UAE’s status as a Muslim country is another social element to consider and will be further discussed with regards to its legal …show more content…
Needless to say, the utilization of innovations such as social media affects how consumers view certain brands. For instance, MAC can establish a more interactive online presence in the UAE through the creation of social media accounts on Twitter, Facebook, Snapchat etc. separate from that of their US-based ones and that targets the region specifically. The same can be said about online shopping as extending shipping to the region is likely to generate more profit as internet retailing in the UAE continues to grow (Euromonitor, 2016). Besides these, the accelerating pace of change and innovation opportunities are significant to coming up with cosmetic products “designed to tackle specific problems or offer clearly defined benefits” which consumers are increasingly looking for (Kotler and Keller, 2012; Szalai,
Mazal Group was founded in 2007, in Chatsworth, California. They have six main brands and two brands being developed. With their emphasis on cosmetics, they have shown excessive growth in the last few years, opening an average of eight new stores and ten kiosks each year. They have eighty-four employees in their headquarters, up from the initial eight that started in 2007. In 2013, the cosmetics industry in the United States earned revenues of $56.63 billion, with facial skin care representing 27% of the industry (Exhibit 1). CEO, Adi Oded, says, “The cosmetics industry, especially in skincare, is booming. We have all these baby boomers getting older and looking for anti-aging solutions and we are giving them those solutions” (personal communication, June 27, 2014). The cosmetic industry is constantly developing and this in-depth analysis will provide the explanation of why Mazal Group has had so much success in recent years.
The transition to modern consumerism involved not just the introduction of responsible product formulation, but fundamental transformations of social behavior. Women were at the heart of this development in the cosmetic industry, and we will consider the contributions of two of them: Annie Turnbo Malone and Madame C. J. Walker. These women and their contemporaries paved the way for Estee Lauder and Mary Kay Ash in our time.
60% of US consumers discover new brands or product through social media, 59 percent use social media to learn about unfamiliar brands or products, 46% are strongly influenced in their purchase decisions by opinions in social media 39% refer to social media before making purchase decisions.
Lipstick, the beauty product that has been used since the middle ages (Brown). Lipstick has gone through many changes during its years. Every girl knows of this beauty product because it has grown to be more popular since it was first sold. Lipstick will never be the same as it used to be because of all of the transformations, new ingredients, and changes in the formula (Brown). Maybe that is a good thing.
Lets start at the beginning Makeup Art Cosmetics or MAC was created in 1984 by two men, Frank Tosken a seasoned makeup artist and 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. 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 the public and in 1994 was purchased by the Estee Lauder who owns many of the world's favorite cosmetic brands. MAC continues to 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 mouth advertisement. However you may find that MAC does advertise only one product and that is Viva Glam Lipstick. This is their charity lipstick and it comes in five different shades.
MAC (Makeup Art Cosmetics) is originally a Canadian company that has been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most. It sells brand cosmetics of high quality that is intended for professional as well as everyday usage. The brand is sought-after also by many celebrities, fashion models, and photographers because of its delicate texture, huge choice of colors, and durability. The products are usually very well tolerated on every skin type and MAC make-up items are also suitable for women with sensitive eyes (MAC, 2007, p. 1). The prices of the MAC cosmetics are comparable with other high quality world brands, i.e. those which cannot be bought in drugstores, but in the specialized cosmetic stores or international perfumeries that the company has a contract with. That hinders the company from further expansion into other countries, mainly in Central and Eastern Europe, because of the limited ways of sale.
We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.
Over the last decade, product marketing and ways through which communication takes place between manufacturers and consumers has changed tremendously (Belch & Belch 2004). Due to the technological revolutions and the rise of innovations such as the mobile phones and the internet, control over information has shifted apparently from the manufacturer's hands to the hands of consumers (Belch & Belch 2004). The market environment has also changed due to globalization of marketing strategies, loss of confidence in media advertising, increased reliance on targeted communication methods, and media fragmentation and so on (Belch & Belch 2004).
According to the textbook case study, the main reason is due to the market in the United States for cosmetics are very mature, not to mention extremely competitive. Because of this, Avon made the decision to put its emphasis – and resources – in less-competitive markets. (Daniels, 2010)
Avon is the United States oldest beauty company which has grown from its humble beginnings as a perfume line being sold door-to-door into one of the largest brand of cosmetic products. It has expanded its products in 143 countries and with roughly around four million representatives world-wide. Their global strategy has faced mounting pressures from competitors, overseas economies, and governments to change and adapt to their strategy to maintaining growth. This article will discuss the changes in a corporation global strategy and why it is important to adapt and what can be learned from changing strategy as new technologies emerge and markets mature.
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
This report analyzes the cosmetics retail industry in Hong Kong. There are many large-scale specialty cosmetics chains that are well developed in this market, such as Sasa, Bonjour, Colourmix, Aster and Angel, which are taking the lead. They mainly offer a wide range of international branded products and private label products to cater for customers’ special beauty needs, like make-up, fragrance, skincare items. With many dominant firms and a slowing growth in demand, the industry structure is being identified as mature.
Research on the consumer behavior of women in Taiwan, while purchasing cosmetics, has shown that the main value drivers differ per type of consumer and per lifestyle (Chiang & Yu, 2010). Whether it is the tangible or the intangible part of a product that predominantly determines the ...
Make up has been around for about 12 thousand years. Woman use makeup to make them look more beautiful, woman now and back that weren’t happy with their natural beauty so they chose to event or come up with something that would make them beautiful. Woman got the idea that they would use some things form nature that they found and smashed it or do something to but on their face. At first it was a poisons thing to use but now a days makeup have reached a point that it’s not dangers to put on now. In this paper making to talk about the different make up their development of each. Some of the makeup history that I’m going to talk about are lipstick, mascara, eye liner, Eye shadow, body painting and a little about nail polish. I’m also going to talk about who wear makeup. I am going to explain why they wear makeup and what it meant to wear makeup.
Young, D. (2012). International Marketing, Room 009, Block 17, Middlesex University Dubai. (18th March, 2012)