As it is perceived as a good of ostentation which shrieks of conferring high status to those who are wearing it, they adopted premium pricing strategy for all its products. One of the big breaks was in the late ‘80s when Madonna, on a photoshoot, wore one its product.
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MAC Cosmetics’ first customers were for make-up artists and models. The company differentiates its products from that of its competitors by developing different blends of pigments so as to match the needs of the consumers, by packaging its products differently and by providing limited edition products.īelow is the pricing strategy in MAC Cosmetics marketing strategy: The products are colourful, bold and custom. MAC Cosmetics chooses to be “The Ultimate Colour Authority” and not a skincare companies, which they chose to be, by offering the people a wide range of products.
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Its marketing mix product portfolio has a wide variety which includes:Ī) Make-up: Foundation, concealer, powder, face primer, etc.ī)Ğyes: Eyelashes, eye mascara, eyeshadow, eye primer, etc.Ĭ) Lips: Liquid lip, lip pencil, lip gloss, lipstick, etc.ĭ) Skin Care and Primer: Moisturisers, cleansers and removers, CC and BB, etc.Į)ěrushes and Tools: All types of brushes, brush kits, face brushes, lip brushes, eye brushes, etc.
The approach was to create utility for chics. Its initial packaging used to come in black pots rather than compacts. MAC Cosmetics is one of the leading cosmetics and skin care brand in the world. The product strategy and mix in MAC Cosmetics marketing strategy can be explained as follows: Let us start the MAC Cosmetics Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies: MAC Cosmetics Product Strategy: MAC Cosmetics marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives. These business strategies, based on MAC Cosmetics marketing mix, help the brand succeed. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. Marketing Strategy of MAC Cosmetics analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
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