“Indulge” Campaign in Venezuela COM 4040-101 Kayleigh Bentley, Emily Bradley, Beatriz Gutierrez, Jennifer Kline, Katie Thomas, & Corie Watson
Company Background ● Founders: Frank Toskan and Frank Angelo in Canada ● Made for makeup professionals and models
Background Continued ● “All ages, all races, all sexes” - Artistry, individuality, community, trendsetting, and social responsibility ● 1994 MAC Cosmetics sold 51% of its share to Estee Lauder ● MAC Aids Fund: raised 400 million; Celebrity endorsements ● 2012: 27th out of 50 cosmetics brands
Current Situation ● Strong brand recall, recognition, and loyalty ● Primary markets: Europe and Americas (75% of sales) ● Global market is 28% of sales ● Recession decreased sales in United States, therefore, focused on branding abroad ● Brazil and Nigerian Markets ● Lacks presence in collectivist societies
S.W.O.T. Analysis STRENGTHS: WEAKNESSES: ● ● International brand Price of products ● ● Legitimacy & status Distribution inconvenience ● ● Professional grade Word of Mouth advertising ● Product variety OPPORTUNITIES: THREATS: ● ● High quality ingredients Competitors: L’Oreal, Revlon, Maybelline ● ● MAC AIDS Fund & “Back to MAC” Price of products ● ● Distribution expansion Reaching working class
Cultural Dimensions
Cultural Dimensions Indulgence: ● Highest scoring dimension (100) ● Impulses & desires ● Optimism & leisure time ● Live in moment ● Treat/spoil yourself & others
“Indulge” Campaign ● Focus on elegance and luxury ● High fashion magazines ● Establish brand relationship
Target Market ● Venezuelan women ● 20-35 years old ● Middle to High Income ● Fashion oriented; bold ● Enjoys the ritual of putting on makeup, looking good for others, and spoiling herself
User Profile: Valentina ● 21 ● Journalism student ● Caracas, Venezuela ● Understands paying for quality ● Upper-middle class ● Sensitive skin: willing to pay for good foundation ● Wants: durable, long-lasting, quality ingredients
User Profile: Isabel ● 20 ● Biology student ● Caracas, Venezuela ● Owns a few products, but not foundation ● Likes effect on social status ● Views as treat to herself ● Wants: quality foundation to match skin, will stay put in hot weather, give her social status
Billboard
Logic & Goals Cultural Dimensions: Short Term Orientation, Masculinity, Indulgence
Measuring Effectiveness Stores: ● Encourage sampling of Studio Fix ● Physical survey ● Free sample size Mascara for completion Online: ● Mass e-mails with campaign graphics ● Link to survey ● Free shipping with Studio Fix purchase for completion
Conclusion ● Complácete with MAC ● Global leader in fashion, entertainment, makeup ● Indulgence, Masculinity, Short Term Orientation ● Opportunity to grow in South America
Work Cited Benoit, A.(2014). “An advertising world gone completely haywire”: MAC VIVA GLAM. Advertising & Society Review 15(1), Advertising Educational Foundation. Retrieved April 5, 2016, from Project MUSE database. Berghoff, H., & Kühne, T. (2013). Globalizing beauty: Consumerism and body aesthetics in the twentieth century. New York: Palgrave Macmillan. Coleman-Lochner, Lauren. (2013). “With MAC, Estee Lauder Enters Emerging Markets” Bloomberg. Company Profile: The Estee Lauder Companies, INC. MarketLine. 13 Jul. 2012. Web. 19 Mar. 2016. Survey Fundamentals: A Guide to Designing and Implementing Surveys . (2010). Madison, WI: University of Wisconsin. Jones, G. (2010). Beauty imagined: A history of the global beauty industry . Oxford: Oxford University Press. Our Story. (2016, January). Retrieved April 27, 2016, from http://www.maccosmetics.com/our-story Marketing Channels: Cosmetic Industry Analysis [Scholarly project]. (2010, February 6). In Channels and Trends . Retrieved April 5, 2016, from http://s3.amazonaws.com/zanran_storage/learn.senecac.on.ca/ContentPages/2457267106.pdf The Hofstede Centre:Venezuela. (n.d.). Retrieved from http://geert-hofstede.com/venezuela.html The Latin American Facial Cosmetics Market. (2014, May 05). Retrieved April 05, 2016, from http://news.in-cosmetics.com/2014/09/the-latin-american-facial-cosmetics-market/ Tungate, Mark. Branded Beauty: How Marketing Changed the Way We Look. Philadelphia, PA: Kogan Page, 2011. Print.
Thank you for your time, and we look forward to indulging with you. Any questions?
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