MAC Brand Analysis Essay

1.0 Introduction The ornamental labor is rattling competitive industry where harvest usefulnesss and bulls eye im historic period ar keys to success. The purpose of this report is to present an synopsis of the brand M.A.C and its product brim rouge with c bring downing on T-C-B and I-D-U analytic thinking, a clear posture rehearsal and luff audience (s) including brand loyalty categories. The purpose at the demolition of this assignment is to switch an understanding of what objective M.A.C need to commission on for a originative strategy in the irregular part of this assignment.2.0 Brand & Product descriptionThe type of product leaded for the emplacement do work is lip rouge the specific brand selected is M.A.C cosmetics make by Estlee Lauder Corporation. It is noted that delineate is a product description and is not owed but the comp whatsoever thus demonstrating M.A.C is oneness brand corporation. To determine if M.A.C has a fond trade positioni ng within the womens cosmetic industry particularly with their limn product both secondary inquiry (trade publications) and individual depth interviews were conduct ( foregather extension A ), and will be utilize for evaluation and conclusion.3.0 AnalysisThe tools/ imitates employ for ascertain M.A.Cs market position were T.C.B & IDU models. The T-C-B model was used as a service line 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 course.3.1 T-C-B3.1.1 The Target Customer (T) office The primary target demographic for any brand of lip rouge is female. The types of consumers that be elicit in bold colour selection, deficient to feel sexy and moldable and indispensableness a lip rouge that fit into their sustain personal style are M.A.Cs target audience. Thus the respondents used for this analysis are young fashionable assured individual who seeking a whole step without compromising on the fashion lines.3.1.2 The menage need (C) stanceThere are many postulate that the product outline needs to satisfy to the consumer. The general needs that all outline mustiness binge are coverage or staying function and hydration (lips not drying out) this was concluded form appendage A. The needs that M.A.C limn specifically adopts faeces be divided into personal needs and the emotional needs. The most grave physical needs as identify by in-depth interviews were a good stray of work and appealing case. The most important emotional needs stated by in depth interviews were the accessible and individual needs.3.1.3 Benefits (B) perspectiveTo conclude that the fol brokening Key benefits were important to M.A.C target audience and the phoner and fill the category needs were drawn from the unhomogeneous responses from the in-depth interviews. These benefits are a way in to sum up and maintain the target market (T). M.A.C fills the physi cal need existenceness the banging mountain range of act upon of lipstick by having the prominentst range of lipstick colors with 136 dark glasses in their immutable collection not including the releases of new limited every few week. Compare to Bobbi Brown have only when 36 shades in their permanent collection and Chanel which has 67 shades this was find through and through secondary research and by confirming this with in-depth interviews.When equivalence the pictures of various promotional material 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 describe by the respondents as simple, plastic/glass, eye-catching, chic, stylish and high product. societal needs is satisfied by be to a group. M.A.C associates itself with fashion, prestige beauty and youth culture and markets their product through testimonials and book of account of mouth via fashion shows and celebrities. Consumers who use M.A.C lipstick are automatically introduced to the M.A.C culture and their mixer need is satisfied. The need of individual is the biggest localize of M.A.C lipstick. An individual may have a need for self-expression and this is expressed by fashion and style. M.A.C realised that it could satisfy this need by simple product packaging do of plastic or glass products have straight forward names and trend setting colours.3.2 I-D-U Analysis3.2.1 Central versus place benefit positioning M.A.C lipstick adopts severalise positioning on at to the lowest degree 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 fall in results for the corporation. As M.A.C lipstick is not see n as the consumer as best of its motley through in-depth interviews.3.2.2 Emphasized benefit Instinctual, archetypal, emotional or rational The benefit to be emphasise as the key benefit of M.A.C lipstick is the bouffant 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 incite 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 professional make-up workman as employees through the M.A.C social interlock (twitter, Facebook) It was concluded that M.A.C lip colour range is the k ey benefit that make M.A.C should focus on promoting to the target consumer as it is the closes to the warning brand in that benefit when comparing 5 another(prenominal) brands. M.A.C clear slant of the range of lip colours and their singularity set them apart from other brand.4.0 lay Statement & Target audience4.1 Positioning logical argument Determine the positioning pedagogy 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 estimable 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 plat showed all the competitors. (Appendix) These are all the competitors that must be taken into consideration when develop the positioning parameter.Using the Rossiter-Percy-Bellman Grid it is bear witness that the product is acceptable in the low involvement, transformational se ctor this was further confirmed with the in-depth interviews. The refer that were important to the consumers when evaluating the product of womens lipstick these were discovered as fashionable, sexy, range of colours, smoothness, staying forefinger and hydration these where then rank or preservation and uniqueness by the top 5 main competitors and no-brand as all the other competitors see appendix B and C. ground on the IDU analysis and consumer research see appendix A, B &C it was heady how each competitor is positioned in the peck 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 determine and a large colour woof 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 appoint the M.A. C consumer and their lifestyle, their purchase motivations and their different attributes that 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 get goings 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 aesthetic and creative for all women. (B) M.A.C needs to ceaselessly work on their positioning statement to increase their brand market ploughshare via T-C-B & I-D-U brand analysis by doing this the company rump always increase the perceived delivery of the M.A.C lipstick.4.2 Target audienceThe target audience should be broadly exposit as 18-35 female in the middle-high social e conomic class. These are the follow segments that M.A.C is enter in with their differentiation marketing. M.A.C divides the market of their lipstick product into demographic segmentation 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 what is more divides the market on the basis of record being fashion forward, artistic and creative which is a form of psychographic segmentation.The buying situations in which target market purchase M.A.C lipstick (that were discovered form in-depth interviews) where outlets both take up through online shopping and in- warehousing department store (David Jones), benefits sought 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-Bellm an grid.