positioning of MAC Cosmetics.

Target Segment
The product is for everyone of all age, race and gender. However, the main, focus and target segment is:

- Women from all big and busy cities such as Hanoi, Ho Chi Minh City.

- Age 22-55 years old from middle or high class.

- Have a stable job with good monthly income (15 million VND at least).

- Have a good taste for fashion.

Positioning
The product of M.A.C have always been "the child of luxury" in the minds of customers, and the newly
developed M.A.C Matte is no exception. From the design to the quality of the lipstick, each feature must
be well combined to create M.A.C Matte, the type of lipstick that gives the consumer a high class and
upgrading feel. The price of M.A.C. Holiday Matte is $30 per product, making the product line itself more
and more luxurious because customers would find the more expensive product more likely to be of
higher quality. M.A.C.Holiday Matte Lipstick would be considered to be of the highest quality and cost
relative to the other types by lipsticks of other brands.

1.PRODUCT

Mac matte lipstick holiday is the highlight of the year with a completely new look with a festive theme.
Products stand out with eye-catching red lip color and attract all eyes in the crowd, this new product is
suitable for customers to use when attending festivals and outdoor activities because of the stagnant
nature Long colors plus extremely striking colors. Not only that from the lip shell has shimmering red like
the colors of Valentine's Day, Christmas or Lunar New Year, exudes excitement but no less luxurious
product. The compact lipstick design makes it easy to pocket and comfortably roam the festival in
Vietnam.

2. PRICE

- With holiday products, Mac has offered a price that is suitable for those with average
income (10-15 million / month), the price of the product is $30 . It is also worth spending
on an outstanding product in the upcoming Tet holiday. The cost to produce a "holiday"
lipstick include:
- The cost of making the box and the shell of the lipstick: $2
- Cost of materials: $ 3
- Logistic: $ 3
- Processing cost: $ 2
- Marketing price: $ 2
Total cost: $ 12
Profit: $ 18

With a special product dedicated to splendid makeup, eye-catching when going out and

festivals, Mac matte lipstick holliday has created a special value for its owner.

Therefore, the price is quite high compared to the price of a lipstick product, this is a
"high-end" price to hit the psychology of consumers that the more expensive the better.

Not only that, it also creates an exclusive position for this product when competing in

the high-end cosmetics segment.

3. PLACE

In order for customers to easily access the products and use them easily, M.a.c has many forms
to distribute products.

STORES

With a high-end product line, M.a.c has set up their stores in two major cities and is also the
economic center of Vietnam to target high-end and high-income customers.

In Hanoi, Mac has set up stores at major shopping centers such as Vincom, Lotte and a store
with extremely expensive facades and attracts many other tourists and domestic customers at
the pedestrian street of Hanoi, this is also the street where many other luxury brands converge.
A total of 4 stores in Hanoi

In Ho Chi Minh City, M.a.c has also set up shops in six major shopping centers of the city where
many high-income customers often visit and shop.

Besides, the shops are all very prominent and can be easily seen when you enter the shopping
centers.

ONLINE
In Vietnam, Mac has its own official website to introduce and sell its products with
extremely creative and eye-catching designs, easy to use that make customers feel
excited at first sight. . In addition to its main website, M.a.c also promotes the sale of
cosmetic products as well as the new product line "Mac matte lipstick holiday" on some
famous sales websites in Vietnam such as Shoppe, Tiki .....
4. PROMOTION

Conveying the message of a new product that has been extremely focused on the Mac when
the image of the product is always appearing on the Mac website, you can easily see the
product when searching for lipstick on search engines online with the message "confidently
immerse yourself in festivals ". The ads appear on many social networking sites with many
participants such as Facebook or Instagram or even at shopping centers. They also have
banners promoting this product line with luxurious design. Unlike other competitors, M.a.c
does not need to promote loudly but still attracts the attention of customers because the way
they approach customers is extremely elegant, gentle but extremely noble.

5. PEOPLE

The staff of M.A.C requires a large amount of labor force. This analysis would focus on the frontline
staff. The main features of the staff:

• Mainly female
• Having charismatic/ pretty outlook (at least 1.62 meters in height, pretty facial and body features)
• Having good knowledge about the fashion industry and the product
• Having good taste for fashion
• Possessing good skills, knowledge and ability of a salesperson along with professional working
attitude

6. PROCES
There are 2 types of service processing including Face to face and home delivery. With the service at the
store, customers will be consulted enthusiastically and try the lipstick colors and lipstick materials (trial
lipstick). When customers are far away or unable to visit the stores, they can order lipsticks via the
website as well as the online grocery markets where Macs distribute products, even if ordered from a
distance, but telephone counselors will still provide enough information of the product as well as advice
on product models suitable to the needs of customers.

Generally, M.A.C Cosmetics would have two groups of frontline employees to conduct each
types of service processing. The first group stays at the stores to answer online order/questions
as well as test M.A.C Matte lipstick with the clients. Another team would be responsible for
delivery service, bringing in the product to the customers’ place of reception

7. PHYSICAL EVIDENCE

M.A.C is one of the cosmetic company is investing in physical Evidence. The front side of the store will
be from glass allowing all people passing by to see into the store. This can maybe attract even people
that do not know about M.A.C at all into the store because they will be drawn by the design of the
interior of the store. Products displayed in shop windows will not be simply exhibited there but there
will be complementary accessories to make shop windows more lively and attractive. When customer
steps inside they will notice black and white shelfs which are in contrast with lively and colorful products
and store accessories. Colorful eyeshadows will be exhibited on the opposite wall to the entrance and
they will be arranged in eye-catching color transition. The design of makeup table is in vintage style and
will be painted in white with pink drawers. On the table will be makeup tools with few M.A.C’s products
and large mirror which is designed in mix style of vintage and modern professional makeup. There will
be fake colorful flowers randomly placed in the store. Only real flowers will be in the vase on cashier’s
desk and makeup table. Music will be played in the adequate volume which means that customers and
employees will be able to hear each other while talking in normal voice tone. Music that will be played
in the store will be international music pointing to the fact that brand is global. Lightening in the store
will be standard normal lightening with simple vintage chandelier which in the ends will have little
crystal drops and little colorful crystal flowers. Design of the store will be a mixture of modern and
vintage style with color play, therefore, it makes store to look fancy and luxury at the same time.