Marekting Plan Assignment 2014

Topics: Cosmetics, Make-up artist, Estée Lauder Companies Pages: 13 (3007 words) Published: April 13, 2015
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 related items, such as compacts, brushes and other makeup tools. The Company offers a range of fragrance products for women and men. The fragrances are sold in various forms, including eau de parfum sprays and colognes, as well as lotions, powders, creams and soaps that are based on a particular fragrance. The Company’s hair care products are offered mainly in salons and in freestanding retail stores and include hair color and styling products, shampoos, conditioners and finishing sprays Estee Lauder brand products consist of skin care, makeup, and fragrance products. It’s Aramis and Designer Fragrances division creates, markets and distributes fragrance and skin care products, including Aramis, Lab Series, Tommy Hilfiger, Donna Karan Cosmetics, Michael Kors, Coach and Ermenegildo Zegna

History of MAC cosmetics

MAC cosmetics is a makeup Brand that sells a wide range of products. MAC cosmetics was originally founded by makeup artist Frank Toskan and beauty salon owner Frank Angelo in 1985 in Toronto, Canada. When MAC cosmetics came out it was exclusively for makeup artist, models, photographers and celebrities and later the public. Package wise, it stood out, it was chic utility. Everything came in black pots rather than compacts. One of the most popular new offerings was an intense matte red lipstick that was used on a photo shoot with a New York cabaret star named Madonna, later photographed wearing a MAC T-shirt, the revolution was on. While other major makeup brands were predominantly skincare companies, MAC chose instead to establish itself as the ultimate color authority.

The company offered a wide range of products. It was the first brand in cosmetic history to invest in the training and education of its staff as well as the customer’s point-of-sale experience. Rather than driving sales through traditional advertising, gifts-with-purchase promotions and heavy sampling, MAC relied on the reliability of its carefully formulated...

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