MONDIDO, Raphie Z
DRAFT 1 - Market Offering and Market Analysis (sections I & II) I.
INTRODUCTION (at least 3 pages)
A. The Company – nature of business operations and target markets
Makeup and other cosmetic products has been a necessity to some women. Most women believe that by the power of makeup & cosmetics, their beauty is enhanced and gives them a confidence boost. In the industry of consumer goods of cosmetics, MAC (stands for Makeup Art Cosmetics) Cosmetics is a line of cosmetics that caters, mainly, on professional makeup artists; but due on its popular demand, it was also sold for personal use worldwide. The age bracket of their consumers is approximately between 18-45 years old and most of them are
B. Market Offering - current product lines and branding
MAC’s branding attributes are expensive and prestige, yet worth the price. One of the benefits in using their products is the long lasting effect compared to other makeup. Owning a MAC Cosmetic also suggests that the consumer owning it must be independent and wealthy; because their products are expensive and durable. MAC’s quality was discovered through fashion photography because of its stunning visual effects during a photo shoot.
1. Product (characteristics, attributes, features, quality, image; include pictures, e
This is MAC Cosmetic’s latest collection (Feb. 5, 2013) inspired by Veronica and Betty -- characters from Archie Comics.
Not just because of its professional standard quality, MAC Cosmetics is also known for its creative collections. Even though the packaging turned out to be a bit quirky, the signature chicness and sophistication of a MAC product is still present.
2. Value proposition (differentiation aspects / benefits / Why should the product be bought?)
MAC Cosmetics preserved the professional standards through their years in the industry. They serve high quality cosmetics, skincare products and tools. Their differentiation and uniqueness in their products is also one of their value propositions; uniqueness such as themed collections and collaboration with public figures (such as Lady Gaga, Nicki Minaj, Ricky Martin). One of the benefits in choosing MAC is their contribution to different social programs. Taken from Wikipedia.Org, here is the list of their social initiative programs: •
MAC Cruelty-Free Beauty—wherein they don’t test their products to animals. •
Back 2 M•A•C Recycling: offers free lipglass, eyeshadow, or lipstick at any M•A•C location (lipsticks only at M•A•C counters in department stores) with the return of six empty M•A•C containers. Viva Glam products, Pro Longwear gloss, Plushglass, Luster Glass and Pro palette Shadow and sheen supreme lipsticks are excluded. •
M•A•C Kids Helping Kids: started in 1994 where kids living with HIV/AIDS create images that are reproduced as greeting cards. 100% of selling price goes back to participating organizations. •
The M•A•C AIDS Fund: supports community organizations providing direct services to people living with AIDS. To date the foundation has raised over $240,000,000 usd since its inception in 1994. •
M•A•C Viva Glam: 100% of the purchase price of any Viva Glam product (lipsticks, lipglasses and holiday sets) goes to the M•A•C Aids Fund. Multiple Celebrities have endorsed the MAC Viva Glam products. Such celebrities include: Lady Gaga, Cyndi Lauper, Elton John, Nicki Minaj, and More.
II. ENVIRONMENTAL SCANNING
A. Industry Analysis
1. Industry Definition and Drivers
MAC Cosmetics belongs to the consumer industry; as I would describe a MAC product, it is non-durable shopping consumer goods. The industry drivers that make MAC Cosmetics function like clockwork are makeup artists, advertisers, marketing team 2. Industry Players (companies, market size)
GLOBAL MARKET SHARE
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