Ch. 4 - The Marketing Environment

M.A.C Cosmetics markets its goods and services to both individuals and organizations. In the early development of the company M.A.C make-up was made purposely for professional make up artists to with-stand rigorous wear of make-up for models during photo-shoot and fashion shows. Now M.A.C markets to women of all ages and ethnicities.

Over-deliver- M.A.C Cosmetics delivers to fashion companies and modeling agencies in ways that exceeds their customer expectations. In marketplace where most companies promise and under deliver M.A.C cosmetics is the opposite. For example, if when they promised 100 cosmetics products, they deliver 120 products.

Volunteer– M.A.C extends themselves to help people especially children with HIV/AIDS learn the importance of helping others through the program called Kids Helping Kids, in this program the children use there creativity to draw pictures which are later use or made into greeting cards. 

The revenue derive from the sales of the greeting cards is used to help with the treatment of the children's diseases.

Managing M.A.C Cosmetics brand - In today's digital world, there are thousands of places people can find information about M.A.C Cosmetics company.they make sure that the information people find is accurate. In today's digital world M.A.C Cosmetics makes it important that they are being properly represented everywhere online.

Advertising Viva Glam- M.A.C uses celebrities such as Nicki Minaj, Ricky Martin and the like to promote Viva Glam product line. These products were used to fund M.A.C AIDS Fund which was put in place in 1994 to help people affected with HIV/AIDS all around the world.

Ch. 18- Social Media and Marketing

MAC cosmetics uses social media to target the needs of its consumers this strategy helps earns shares and interactions on Facebook, Twitter and YouTube. MAC cosmetics is now using social media to cast new faces for 2015 MACnificent Me Campaign. In order to enter you have to submit your personal "Mantra" in no more than 140 characters, a 100 word statement on why you should win and a headshot on their website.

Ch. 2 - Strategic Planning for Competitive Advantage

M.A.C. cosmetics offers large selections in color, texture and high quality with their makeup. M.A.C. sells there products for an affordable price. M.A.C. also has several collections for its product line featuring different celebrities, these are for a limited time only. One collection very well known is Viva Glam Lipstick which help raises money for M.A.C.'s Aids Fund. M.A.C. locations also have open testers where you are able to try on the makeup with the help from a professional makeup artist or even get your makeup done for free when you spend over $50.00. M.A.C. also has a program called The Back to M.A.C. program which allows you to bring any six of your empty M.A.C. containers to a M.A.C. location and you can trade them for a free lipstick or eyeliner. 

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

M·A·C was established by makeup artist and photographer, Frank Toskan and beauty salon owner, Frank Angelo in Toronto. Their aim was to develop a studio line makeup line that would fulfill their professional needs. M·A·C was homegrown in Canada. The two entrepreneurs cooked up the cosmetics in their kitchen and sold them from the hair salon. In March 1984, the duo officially launched the line from a single counter in a department store in Toronto. While other major makeup brands were predominantly skincare companies, M·A·C chose instead to establish itself as the ultimate color authority. Behind the counter, the M·A·C approach was notably different. 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. In 1995, The Estée Lauder Companies purchased a percentage of M·A·C, effectively extending the brand’s distribution across the globe. 

M·A·C lipstick's come in different colors and different textures. It was formulated for the run way and modeling work so it does stand out in runways and in the streets. Every cent of the selling price of VIVA GLAM which is the name of one of the lipsticks, is donated to the M·A·C AIDS Fund. Different celebrity artist have their own lipstick line such as Nicki Minaj, Rihanna, Lady Gaga, Ricky Martin at M·A·C.