MAC Brand Analysis Essay

1.0 penetration The cosmetic industry is very competitive industry where product make headways and steel image ar traces to success. The purpose of this report is to present an synopsis of the strike out M.A.C and its product limn with focalization on T-C-B and I-D-U analysis, a clear pose description and intention audience (s) including blur loyalty categories. The purpose at the force out of this assignment is to have an understanding of what objective M.A.C c all in all for to management on for a productive strategy in the second fail of this assignment.2.0 Brand & Product DescriptionThe type of product selected for the sicing feat is outline the specific brand selected is M.A.C cosmetics owned by Estlee Lauder Corporation. It is say that oral cavity rouge is a product description and is non owed but the union thus demonstrating M.A.C is one brand corporation. To determine if M.A.C has a strong merchandise office within the womens cosmetic industry parti cularly with their lip rouge product both secondary question (trade publications) and individual learning interviews were exile (see Appendix A ), and will be apply for evaluation and conclusion.3.0 depth psychologyThe tools/models exampled for determining M.A.Cs market position were T.C.B & IDU models. The T-C-B model was used as a baseline for a serious of questions to guide a particular set of respondents that M.A.C caters for and is aiming to achieve a strong market position in this select category.3.1 T-C-B3.1.1 The bell ringer Customer (T) Positioning The primary target demographic for any brand of lipstick is female. The types of consumers that be interested in bold colour selection, requireing to feel sexy and fakeable and want a lipstick that fit into their own personal style ar M.A.Cs target audience. Thus the respondents used for this analysis are early fashionable conscious individual who seeking a look without flexible on the fashion trends.3.1.2 The Catego ry select (C) PositioningThere are many demand that the product lipstick unavoidably to satisfy to the consumer. The oecumenical enquires that all lipstick must(prenominal) fill are insurance coerage or staying power and hydration (lips not drying out) this was conclude spend a penny appendix A. The needs that M.A.C lipstick specifically fills can be divided into physical needs and the aflame needs. The more or less of import physical needs as disclose by in-depth interviews were a good avow of influence and aggregationing promotion. The most important sensational needs stated through and through in depth interviews were the social and individual needs.3.1.3 Benefits (B) PositioningTo conclude that the following Key makes were important to M.A.C target audience and the company and fill the category needs were worn-out from the diverse responses from the in-depth interviews. These benefits are a way in to increase and discover the target market (T). M.A.C fills t he physical need being the large regurgitate of colours of lipstick by having the largest cooking stove of lipstick colours with 136 sun ice rinkes in their permanent collection not including the releases of new limited any few week. Compare to Bobbi Brown have only 36 shades in their permanent collection and Chanel which has 67 shades this was spy through secondary research and by confirming this with in-depth interviews.When comparing the pictures of various packaging of different brands of lipstick in the in-depth interviews stimuli used to help identify benefits of the lipstick category to understand the various competing it was concluded that M.A.C packaging as let out by the respondents as simple, plastic/glass, eye-catching, chic, stylish and high product.Social needs is satisfied by belonging to a group. M.A.C associates itself with fashion, prestige beauty and spring chicken culture and markets their product through testimonials and word of mouth via fashion shows an d celebrities. Consumers who use M.A.C lipstick are automatically introduced to the M.A.C culture and their social need is satisfied. The need of individual is the biggest focus of M.A.C lipstick. An individual may have a need for self- channelion and this is expressed by fashion and style. M.A.C realised that it could satisfy this need by simple product packaging made of plastic or glass products have straight forward names and trend setting colours.3.2 I-D-U analysis3.2.1 Central versus differentiated benefit lay M.A.C lipstick adopts differentiated positioning on at least one important benefit. For instance M.A.C is functionally different bright range of colours and its target user is individualists who express through fashion. Rather than central positioning as the womens industry is so competitive and to be successful M.A.C lipstick positioning will deliver better results for the corporation. As M.A.C lipstick is not seen as the consumer as best of its kind through in-depth i nterviews.3.2.2 Emphasized benefit Instinctual, archetypal, emotional or rational The benefit to be show as the key benefit of M.A.C lipstick is the large range of colours to select from. This is emphasized as an both a functional benefit and emotional benefit proposition and uses type 2 of emotion. As M.A.C lipstick uses the strong appeal of being fashionable and sexy with a large range of colours to choose from as a transformational positive ending motivating emotion as evidence by the in-depth interviews.3.2.3 Entry-tickets benefitsThe benefits what the consumer expects for M.A.C is to have a large range of colour for being a lipstick product category. However the consumers of M.A.C lipstick are told that M.A.C lipstick have the biggest range of colours through the pro make-up artist as employees through the M.A.C social network (twitter, Facebook) It was concluded that M.A.C lip colour range is the key benefit that make M.A.C should focus on promoting to the target consumer as it is the closes to the ideal brand in that benefit when comparing 5 other brands. M.A.C clear slant of the range of lip colours and their uniqueness set them apart from other brand.4.0 Positioning account & Target audience4.1 Positioning account Determine the positioning relation for M.A.C from the TCB and IDU analysis the findings from the brand analysis are the following The competitors of M.A.C are not just the leaders in womens cosmetics lipstick but range from all companies that have a stake in the cosmetics industry. A perceptual map was devised from the in-depth interviews for an easy diagram showed all the competitors. (Appendix) These are all the competitors that must be taken into consideration when developing the positioning statement.Using the Rossiter-Percy-Bellman power grid it is establish that the product is acceptable in the low involvement, transformational sector this was encourage confirmed with the in-depth interviews. The attribute that were important to the consumers when evaluating the product of womens lipstick these were discovered as fashionable, sexy, range of colours, smoothness, staying power and hydration these where then rank or delivery and uniqueness by the top 5 main competitors and no-brand as all the other competitors see appendix B and C.Based on the IDU analysis and consumer research see appendix A, B &C it was determined how distributively competitor is positioned in the vision of the consumer. The top two main competitors of M.A.C were to be considered as Chanel and Bobbi Brown based on both higher end pricing and a large colour option pallet and are to be consider the leaders in the womens cosmetics- lipstick industry. So M.A.C needs to offer the consumer something very unique in the positioning statement to have brand differentiation to increase and maintain the target market.The various factors that distinguish the M.A.C consumer and their lifestyle, their purchase motivations and their different attributes t hat are important to them were concluded from the research (Appendix A). The positioning statement- M.A.C is the womens cosmetic brand that provides consumers lipstick to women who are 18-30 and belongs to the socioeconomic class of middle-high (T), M.A.C lipstick satisfies the need of self-expression in every women to be fashion forward and be accepted in the M.A.C culture (C) M.A.Cs benefit intention is to have the largest selection of lip colours, the most fashion forward of its kind in the industry and be artistic and creative for all women. (B) M.A.C needs to constantly work on their positioning statement to increase their brand market share via T-C-B & I-D-U brand analysis by doing this the company can always increase the perceived delivery of the M.A.C lipstick.4.2 Target audienceThe target audience should be broadly described as 18-35 female in the middle-high social economic class. These are the follow segments that M.A.C is raise in with their differentiation marketing. M .A.C divides the market of their lipstick product into demographic naval division being female and a specific age group because over 90% of their users belong in this specific category. However the product is not limited to this demographic segmentation. M.A.C furthermore divides the market on the basis of character being fashion forward, artistic and creative which is a form of psychographic segmentation.The purchasing situations in which target market purchase M.A.C lipstick (that were discovered form in-depth interviews) where outlets both direct through online shopping and in-store department store (David Jones), benefits sought-after(a) as in the large colour range M.A.C product provides.. The consumers of M.A.C lipstick are brand loyals, however they can be routinized favourable brand switchers as well this is due to the positioning of M.A.C lipstick in the Rossiter-Percy-Bellman grid.