Week 11 - Integrated Marketing Communications

M.A.C. Cosmetics does their promotion in the most unique way and have always been on the cutting edge with their way of promoting their brand image. They inform, persuade and reminds potential buyers through the word-of-mouth strategy. First of all, M.A.C. knows their target audience and knows how to focus the promotions. M.A.C. has a total competitive advantage in the cosmetics market and are recognized by their target market as significant and superior. Moreover, there are no media advertisement and no online sale through Internet outside the United States and people often do not even know about the products and their advantages. Since there is a lack of promotional campaigns with no free samples, the company can only rely on the existing customers to spread the information about M.A.C. products. The company uses celebrities as representatives or models. However, there is lack of advertisements and promotional campaigns that would attract ordinary women to try the brand make-up. M.A.C. sure knows how to keep a positive public image when it comes to public relations. M.A.C. is known for the back to M.A.C. program and M.A.C. Aids fund program where they stand out for being a socially responsible company. It is for all age, sex and race. Also, they have fashion parties for different occasions, where it brings the celebrity world and the outside world together. This way, M.A.C. benefits a great deal for their publicity. The highlight of M.A.C. is their sales promotion which stimulates their immediate increases in demand. Their employees are well trained for their job. Their sales representatives offer the best personalized customer service. Research has shown that sales promotion yields faster sales. Personal selling between M.A.C. and its customers is a well paid-for communication where the customer is ultimately satisfied with the product and its affordable prices. M.A.C. believes in interpersonal communication which is direct and a face-to-face communication. In every M.A.C. stores, the sales representatives are very attentive and their direct speaking with their customers is an advantage and an effective way of selling their products. Facebook, Twitter, My Space have a strong impact for M.A.C. Cosmetics. M.A.C. has its corporate blog under www.maccosmetics.com, where one can get all the updated information about M.A.C.