Indulge Campaign in Venezuela COM 4040-101 Kayleigh Bentley, Emily - - PowerPoint PPT Presentation

“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:

• International brand
• Legitimacy & status
• Professional grade
• Product variety

WEAKNESSES:

• Price of products
• Distribution inconvenience
• Word of Mouth advertising

OPPORTUNITIES:

• High quality ingredients
• MAC AIDS Fund & “Back to MAC”
• Distribution expansion

THREATS:

• Competitors: L’Oreal, Revlon, Maybelline
• Price of products
• 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

• thers, 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

Print

Instagram

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?