MARKETING PLAN AND

CAMPAIGN

REBEL AGAINST THE NORM

BU: 240-01 PRINCIPLES OF MARKETING
PROFESSOR VARISCO
KARA HORTON, TYNE EMERY, AND CHRISTABEL MARTINEZ
CAZENOVIA COLLEGE
MACS MISSION STATEMENT

All ages, all races, all sexes

HISTORY OF MAC

Established in 1984

More than 70 countries selling MAC products

Over 12,000 makeup artists all over the world work for MAC

Founded by makeup artist Frank Toskan and hairstylists Frank Angelo in Toronto, Canada

In 1994 MAC launched an ad campaign with RuPaul, a black drag queen.

Since 2005 MAC has been owned by Estee Lauder with John Demsey as its President.

MAC is known to be the top biggest leader in social engagement.

SOCIAL RESPONSIBILITY

Affiliated with the AIDS fund

Raised more than $32 million through its sales of MAC Viva La Glam lipstick
collections and other products

Funds go to organizations that provide care to people infected with HIV and AIDS
 GOALS OF MAC

The goal of MAC is to target every demographic and create a place where all
personalities feel welcomed.

MAC provides professional and quality cosmetics that are compatible with all skin tones.

MAC implements its vision to provide makeup authority, individuality, community, trends,
and social responsibly through their cosmetics to the market (MAC History).

The goal of MAC is to create an environment where all people can create their own story.
 EXECUTIVE SUMMARY
Lipstick and lip color have been a popular and trendy market in todays society.

Consumers are willing to invest in products that will deliver the look they want and the
benefits it provides to their lifestyles, needs, and wants.

Research has shown that there is a direct correlation between the increased market and an
increase in luxury brands (Lochner, 2013).
SOCIAL ENGAGEMENT
Social Networking sites between two age groups among
females.

MAC is meeting the needs of consumers and interacting

with them through social media through the four 4 Es of
social marketing.

(Hewitt 2014)
 OBJECTIVES AND GOALS

We have created a campaign that will revamp an existing product and make an
impression on the consumers lifestyle, behavior, needs, and wants.

The marketing campaign slogan for the rebel lipstick is rebel against the norm.

This product meets social trends and most importantly restates the companies mission
statement.

We want to empower all ages, all races, and all sexes.

 SWOT

ANALYSIS

Environment Evaluation


Positive Negative
Strengths Weakness
Luxury Products. High priced products.
M.A.C Internal
Quality material and products. Target the higher income level.
Large selection of color and products. Discontinues products.
Practice Social Responsibility Dont offer discounts.
(AIDS Fund-Viva Glam).
Celebrity Sponsors.
Major product used for High End Fashion shows
all over the World.
M.A.C. is the leading brand of the Este Lauder
Company.
Mission statement of company is to reach to all
races, all ages, and all sexes. Appealing to all
demographics.
Social media engagement.

Opportunity Threats
Have 529 free standing stores. 380 are outside Lower end/ drugstore products
External
the U.S. (LOreal, Maybelline, Cover Girl, and
There is a growth and an expansion in cosmetic Revlon.)
industry. Other Market shares and market growth for
Increasing emerging markets. alternative products. (Drug Stores).
Improvements in technology. Global competition.
Lip products growing and becoming more
popular.
Desire for western style products.
Available at certain department stores and
locations.
Use campaigns to benefit organizations.
Online shopping.
PERCEPTUAL
MAP
STP PROCESS
SEGMENTATION: It is based on our target demographic group, their lifestyles,
attitudes, and perceptions. This will increase brand awareness and create new
relationships based on the message we are portraying in our marketing campaign.

TARGETING: This lipstick will help create high self-esteem and self-
actualization by wearing our product. We are capturing the changing
norms in todays society that are becoming more acceptable.

POSITIONING: We will continue to position our product as a luxury, high

quality product and make sure to state all of the fabulous features rebel
lipstick has to offer.
MARKET NEEDS AND TRENDS

Demanded lipstick features: bright and bold colors, moisturizing benefits,

safe ingredients, and long lasting wear

MAC rebel lipstick is exactly what the consumers are in search of.
TARGET MARKET

YOUNG INFLUENTIAL:
Rich in ethnic diversity
Under the age of 55
Mid-scale incomes
Very active lifestyles
Shops at mid-scale department stores
MARKETING MIX

PRODUCT: MAC Cosmetics Rebel lipstick

PLACE: Macys, Bloomingdales, Nordstrom, and Dillards
PRICE: $17.50
PROMOTION: The Rebel against the norm campaign will be promoted
on social media. Sale and promotion offers will be available when the
campaign is revealed.
WORK CITED
ANTIONETTE, ALEXANDER. LIPSTICK BRIGHTENS SEGMENT WITH BOLD SALES. DRUG STORE NEWS. PROQUEST
RESEARCH LIBRARY. NOVEMBER 11, 2013. WEB. OCTOBER 6, 2014. HTTP://
SEARCH.PROQUEST.COM/DOCVIEW/1470884467/43FB116765D949A7PQ/1?ACCOUNTID=26712
BERK, CHRISTINA. M.A.C. COSMETICS IS SEEKING TO EXPAND. THE WALL STREET JOURNAL. PROQUEST RESEARCH
LIBRARY. FEBRUARY 19, 2004. WEB. SEPTEMBER 10, 2014.
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RT/

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ARKETS
WORK CITED CONTINUED
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