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Cosmetic marketing

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Cosmetic marketing
I N T E G R A T E D M A R K E T I N G C O M M U N I C A T I O N S P L A N :

M A C C O S M E T I C S

Prepared for:
David Marskell
Prepared by:J Martin, S Clark, B Robins, N Hall-Brodie, N Arshad & K SlatteryDate:December 3, 2012Course Code:MKT 2250
Table of Contents

Market Background 1

Market Analysis 1

External Influences on the Market 1

Economic Trends 1

Demographic Trends 2

Social Trends 2
Technology 3

Consumer Data 3

Competitive Analysis 3

L’Oréal 4

Revlon 4
Brand Analysis 4

SWOT Analysis 5

Brand Strengths 5
Brand Weaknesses 5

Marketing Opportunities 5

Threats 6

Marketing Communications Plan 6

Target Market 6

Primary Target 6

Secondary Target 7
Marketing Objectives 7

Marketing Communications Goal (Challenge) 7

Marketing Communications Objectives 8

Marketing Communications Strategy 8

Budget 8

Positioning Strategy Statement 8
Marketing Communications Mix 8

Advertising 8

Event Marketing 9
Public Relations 9

Experiential Marketing 9

Online & Interactive Communications 9

Advertising Plan—Creative 9
Creative Objectives 9

Creative Strategy 9
Creative Execution 10
Advertising Plan—Media 11

Budget 11
Media Objectives 11

Media Strategy 12

Media Selection Rationale 13

Online & Interactive Plan 15

Objectives 15

Strategy 15
Execution 15
Event Marketing Plan 16

Objectives 16
Strategy 16

Execution 16

Public Relations 18

Objectives 18

Strategy 18

Execution 18

Experiential Marketing 19
Objectives 19
Strategy 19

Execution 19
Marketing Communications Expenditures 20

References 23

Market Background

Market Analysis

The cosmetic and beauty industry is a competitive market with four classifications. Prestige counts as the department stores and specialty stores in which beauty products are sold. The Bay, Macy’s, Sephora and MAC fall under the prestige classification. Mass merchandisers are classified as broad.


References: Arruda, A. Personal communication, email: andrea.arruda@shawmedia.ca, November 29, 2012. Business Leaders - Forbes.com. Retrieved November 21, 2012, from http://www.forbes.com/2006/02/08/best-selling-cosmetics_cx_me_0209feat_ls.html Carrillo, S Find Industry reports, Company profiles and Market Statistics. Retrieved November 27, 2012, from http://www.reportlinker.com/ci02147/Make-Up.html Cosmetics Manufacturing Sample Business Plan - Market Analysis - Bplans Elle Magazine. (2012). Media Kit. Retrieved from http://www.ellemediakit.com/r5/showkiosk.asp?listing_id=4165184 Elle Magazine Lennard, C. (2011, August 1). Global beauty industry trends 2011. Retrieved from http://www.skininc.com/spabusiness/trends/126516783.html?page=2 L 'Oréal : cosmetics, beauty, perfumes MAC Cosmetics | Employment. (n.d.). M·A·C Cosmetics | Home Page. Retrieved November 19, 2012, from http://www.maccosmetics.com/cms/customer_service/employment.tmpl Orecchio, M November 30, 2012. Pitman, S. (2011, April 4). Companies must embrace technology to maintain competitive edge. Retrieved from http://www.cosmeticsdesign.com/Market-Trends/Companies-must-embrace-technology-to-maintain-competitive-edge Rand, H Revlon - Home. (n.d.). Revlon. Retrieved November 21, 2012, from http://www.revlon.ca/Home.aspx Rogers Sephora: About us. (2012). Retrieved from http://www.sephora.com/contentStore/mediaContentTemplate.jsp?mediaId =10800104 Smith, R
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