Marekting Plan Assignment 2014

Powerful Essays
Topics: Cosmetics
Juliette Rankin
Mark Swain
April 30, 2014
Marketing Plan Assignment

Table of Contents

History of Estee Lauder……………………………………………………………Page 2
History of MAC Cosmetics………………………………………………………….Page 3
SWOT Analysis of Estee Lauder…………………………………………………….Page 5
SWOT Analysis of MAC Cosmetics…………………………………………………Page 6
Environment and Industry Analysis………………………………………………….Page 7
MAC’s Competition & Competitive advantage………………………………………Page 8
MAC’s Mission statement…………………………………………………………….Page 9
MAC’s cosmetics market segment and target segment……………………………….Page 9
The Four P’s of MAC cosmetics………………………………………………………Page 10
Social Media…………………………………………………………………………….Page 11
Conclusion and Recommendations……………………………………………………..Page 12

History of Estee Lauder Company
Estee Lauder was founded in 1946 with only 4 cosmetics products. The Estee Lauder Companies Inc. is a manufacturer and marketer of skin care, makeup, fragrance and hair care products. The Company’s products are sold in over 150 countries and territories under a number of brand names, including Estee Lauder, Aramis, Clinique, Origins, M.A.C, Bobbi Brown, La Mer and Aveda. It is also the global licensee for fragrances and cosmetics sold under brand names, such as Tommy Hilfiger, Donna Karan, Michael Kors, Tom Ford and Coach. It sells its products principally through limited distribution channels to complement the images associated with its brands.
The Company’s range of skin care products addresses various skin care needs for women and men. These products include moisturizers, creams, lotions, serums, cleansers, sun screens and self-tanning products, a number of which are developed for use on particular areas of the body, such as the face or the hands or around the eyes. The Company manufactures, markets and sells an array of makeup products, including lipsticks, lip glosses, mascaras, foundations, eye shadows, nail polishes and powders. Many of the products are offered in an array of shades and colors. It also sells



Cited: Sacks, Danielle. "Mac Cosmetics." Fast Company 108 (2006): 62-63. Business Source Complete. Web. 2 May 2014.

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