Mac Cosmetics : A Successful Internal And Service Marketing Strategy

3231 Words Dec 4th, 2014 13 Pages
MAC cosmetics was established in Toronto, Canada in 1984 by a makeup artist and photographer, Frank Toskan and beauty salon owner, Frank Angelo. The reasoning behind the creation of MAC was due to their frustration of the lack of colours available to purchase in the current market at that time. The two entrepreneurs developed the cosmetics in their kitchen and sold them from their hair salon in Canada, until they launched in a department store (MAC, 2014). The way in which MAC was established gave the inspiration for a brand extension into the haircare industry in the form of shampoos and conditioners with the room for expansion into MAC beauty salons.
MACs long term Marketing Objectives
• To successfully launch the haircare product range into MACs existing product portfolio, achieving 25% of overall sales of year ending 2015.
• To be firmly established in the UK haircare product market achieving a 10% market share by the year ending 2015.
• To develop a successful internal and service marketing strategy, which will ensure the happiness of MACs employees and customers by the year ending 2015.
The New Product Development Process
Generation of new ideas
Please see appendix A, SWOT analysis of the hair and beauty sector.
Mac is an established company specialising in cosmetics, MAC has increased their market share in the colour cosmetic sector from 3.9 in 2008 to 4.8 in 2013 (Euromonitor International, 2014). With the company already growing in their sub sector of the beauty…
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