ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 2. Marketing Essentials

Submission date Date Received 1st submission

Re-submission Date Date Received 2nd submission

Student names & codes Final scores Signatures

1. Le Hai Minh

2. Dinh Quang Minh

Group number:
3. Nguyen Viet Duy

4. Bui Minh Ha

5.

Class Assessor name

Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false declaration is
a form of malpractice.

P4 M4 D2
 OBSERVATION RECORD
Student 1 Bui Minh Ha

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Student 2 Dinh Quang Minh

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Student 3 Nguyen Viet Duy

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Student 4 Le Hai Minh

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Table of Contents
I. Introduction............................................................................................................................................................7
II. Executive Summary ................................................................................................................................................7
III. Situation Analysis ...............................................................................................................................................8
1. SWOT. .................................................................................................................................................................8
2. External factor ................................................................................................................................................... 10
IV. Objectives and Issues ...................................................................................................................................... 13
V. Marketing Strategy .............................................................................................................................................. 13
1. Segmentation and Targeting ............................................................................................................................. 13
2. Positioning ....................................................................................................................................................... 13
3. Marketing Mix 7PS .......................................................................................................................................... 13
VI. Action Program................................................................................................................................................ 18
VII. Budget ............................................................................................................................................................. 19
VIII. Marketing Controls.......................................................................................................................................... 19
IX. Conclusion ....................................................................................................................................................... 20
Reference .................................................................................................................................................................... 20
 I. Introduction
Make-up Art Cosmetic brand is known more by customers with the name M.A.C. M.A.C's head
office and production is located in New York City. M.A.C was founded by two Canadians, Frank Toskan
and Frank Angelo ( A brief history of M.A.C,2011). .

M.A.C opened its first store in New York City in 1991 (Google Books, 2019). Right from the start,
M.A.C only designed makeup products for professional makeup professionals. After great success with
the original products, M.A.C began expanding the product market, designing more personal makeup
products for customers. The M.A.C brand is managed by Estée Lauder Corporation in 1998 after its
founder, Frank Angelo, died in 1997 (The Beauty Bite, 2019).

The special thing about M.A.C's production techniques is that their products contain no oil, being
the first brand to lead the race to find new makeup trends. While other cosmetic companies only focus
on the production of skin care products, M.A.C only focuses on the production of professional makeup
tools. “M.A.C matte lipstick holiday” is one of the best selling and most outstanding products. This matte
product line brings a feeling of smooth, long lasting lipstick, beautiful effect color pigments and pleasant,
sensual scent that make the lips become more attractive to the opposite look. The lipstick this time
brings a whole new look, changing the way consumers view the cosmetic industry.

II. Executive Summary

M.A.C Cosmetic is one of the cosmetic companies that brings products with excellent quality and
trusted to use by many customers. The mission of the company is to provide products that help improve
the beauty of customers, help them look better at any age and make them more confident on the road or
become more sexy, younger... M.A.C Cosmetic is a lipstick manufacturer and they sell more lipsticks than
any other cosmetic company in the world.
MAC cosmetic is increasingly asserting its position in the beauty market. This marketing campaign
will focus mainly on the launch of the innovative new product M.A.C matte lipstick Holiday in Vietnam
market. This marketing strategy includes details, specific analysis and microeconomics affecting the
operation of M.A.C Cosmetic business in Vietnam market. In addition, this marketing strategy also sets
the goals and methods of marketing strategy, promoting products to customers.
Further strategies include segmentation, positioning and 7P application. It also controls the
marketing process, monitoring and monitoring all activities in accordance with the plan given so that
when the error will be promptly adjusted accordingly. In Asia, the Vietnam market in recent years has
been a completely open market, allowing foreign traders to open more domestic business premises,
opening a healthy competitive market with good profit. The plan clearly shows the influence of various
factors on M.A.C Cosmetic when starting to invest in the Vietnamese market of this new product. Next,
devise reasonable plans for M.A.C to easily approach the Vietnamese market.

III. Situation Analysis

1. SWOT.
a) Strength.
Employees: MAC Cosmetics' employees are mostly makeup professionals, they are selected with
careful supervision of the details and they have direct or indirect contact in the makeup industry, which
causes they are not only experts but also potential customers or influencers in the makeup industry
(Mac, 2019)

Association with the fashion business: MAC was originally created for professional models, where
they can withstand strong light and glare from every angle, every aspect of stage, prom, etc. Their first
group of customers, including models, stylists, professional makeup professionals, photographers, etc.,
introduced the brand to fashion influencers like designers, and editor of famous fashion magazines (Mac,
2019).

The wide range of Products: MAC Cosmetics offers a wide range of products such as lipstick, blush,
eye shadow, eyeliner, mascara, foundation, concealer, etc. From a distance, they often put makeup on
the minerals in each of them, and most of their products are made with creams and powders (Nguyen,
2019).

Makeup for multiple segments: M.A.C is true to its slogan ‘All ages. All races. All genders' in which
it makes makeup cater to a number of different segments. M.A.C with bright colors and bright colors has
made this brand appealing to young people thanks to the dynamic youthfulness of bright colors. MAC
researches all its products to ensure that they are suitable for all skin types and thus makes cosmetics
suitable for women of all ethnic, and cultural groups as well as even men (Mac, 2019).

Unique Lipsticks: The lipstick is the product that makes MAC a famous brand, with the black cover
featured in popular packaging with a variety of colors and bullet configurations, customers can find their
own suitable shade in about 12 Kind of lipstick texture with more than 100 colors (Mac, 2019).
 b) Weakness.
M.A.C doesn't seem to have any significant weakness; we can clearly see the love of people all over
the world for the brand. A weakness of the company is that its price is higher than the average price of
other cosmetic brands. For an average minimum wage person, the price of M.A.C Cosmetics, may be the
only and major reason why he / she does not buy the product.

Picky in pricing: M.A.C cosmetics average price is high because it is a high-end brand with superior
material. Therefore, it is quite picky about consumers, only for those who can earn high income to buy
M.A.C (YouNetMedia, 2019).

Picky in skin tones: Although M.A.C cosmetics come in a variety of colors suitable for all skin colors,
but M.A.C is based on research done on whites who have light skin tones. Therefore, M.A.C cosmetics are
tending to be suitable for lighter skin than dark skin tones. It also explains why Asia is not the most
suitable M.A.C market to increase their sales as in Europe and America (Ipu132vietnam, 2018).

Picky in adapt to new demands: M.A.C cosmetics has now been left behind in the cosmetics
market. The cosmetics industry is filled with world consumers and those with constant market demand.
Sticking to the original formulation of rigid lipstick or professional makeup products is not a safe way to
compete over the long term. That's why M.A.C finally decided to launch the newly developed M.A.C
Matte to enter the game even though it was a late start.

c) Opportunities
M.A.C Cosmetics has several marketing opportunities for them in Vietnam, which will ultimately
help generate more sales. First of all, Vietnam is a potential market for cosmetics with annual sales of
cosmetics amounting to more than 700 million USD. Moreover, the beauty needs of Vietnamese people
are increasing, especially young people. Young people in Vietnam tend to dress and makeup in Western
style, so M.A.C's products will take advantage of this market. Besides, American brand products are
considered to be of good quality in Vietnam so M.A.C owns a large number of loyal customers. One of
the factors that help expand MAC's market share in Vietnam is the development of e-commerce industry
with online shopping services such as Tiki, Shopee, Lazada, F.Beauty, etc. Currently, MAC is not sold much
on online shopping sites, but MAC is considering increasing its market share by partnering with online
shopping (Medium, 2019).
 d) Threat
The main threats facing M.A.C Cosmetics are competitors in the cosmetics industry including
Lancôme, Clinique, and L’Oreal. These brands have lower selling prices than those of M.A.C products, are
easily accessible and possess competitive quality compared to M.A.C Cosmetics. In addition, drugstore
brands such as Revlon and Maybelline, though inferior in quality, offer absolute competitive prices and
are much more readily available than M.A.C Cosmetics in general. Although the economy has a big
negative impact on a number of non-essential industries, the cosmetic industry remains fairly stable and
unaffected.

Other cosmetic brands: In addition to M.A.C cosmetics in general and lipstick in particular, there
are many competitors in the market, especially when the beauty needs of consumers are increasing and
so are many other cosmetic brands. They invest in research to increase competition with M.A.C. These
figures are well-known cosmetic brands such as Maybelline, L’oréal, Sephora, etc. ... Therefore, MAC
should have new designs and better features for users to make them less boring when using product
(Holtz, 2019).

Organic cosmetic market: Today, life is growing and the demand for safe and healthy cosmetics is
increasing. Therefore, the market for cosmetics made from organic products was born and became
increasingly competitive with chemical cosmetics companies. And that's one of the biggest exceptions to
M.A.C is that they contain a lot of lead, so there's a risk that other organic cosmetic brands will be
overwhelmed (Congthuong, 2019).

Online selling and retailers: Selling and retailing online: This is also a big threat to MAC cosmetics
because there are very few MAC cosmetics shops globally or only concentrated in densely populated
areas so it is not possible to reach many customers line. In addition, retailers do not regularly import
M.A.C products for business because it is expensive, so it is difficult to sell compared to other cosmetics.

2. External factor
a) Economic trends.
The ongoing recession has led many consumers to trade in a number of products and as a result,
they are accustomed to buying lower-priced products. While cosmetic store brands may not offer
consumers the same benefits as high-end brands like M.A.C, maybe, they cost much less. High-end
products are really hard to get your budget on because of the habit of consuming cheap things. With a
poor economy like this, people are finding ways to save their money. The reality is that cosmetic brands
offer some great products and so there's an industry concern that consumers can continue these habits
when financial pressure eases in the future. However, the cosmetics market has developed better than
other industries because consumers consider these products to be luxury but affordable. People are
competing in a tough job market and as a result they need to try their best to instill confidence in an
image-conscious society. Many luxury brands take advantage of this opportunity because their products
are often promoted by professional men and women.

b) Demographic Trends.
To begin with, Vietnam's population is growing rapidly along with other countries in Asia such as
China and India. The rapid increase of Vietnam's population will indicate that the demand for cosmetic
products will increase, which is undeniable. In addition, the living standards of the Vietnamese people
are improving day by day as the country's economic system has shown many positive signs during the
past few years. When people have a better life, they will think about making them look better with
makeup. The use of cosmetics has become more common among men in Vietnamese society. Although
women continue to outnumber men, the male population is expected to grow at a slightly faster rate.
This can be used to advantage, as it will give M.A.C the opportunity to increase penetration of cosmetics
and fragrances among growing male consumer establishments. The growing population will also benefit
the cosmetics industry. This generation is also very brand conscious, they often have disposable income
and pride in appearance which makes them more likely to pay more for high-priced products and will
promise to benefit for them (YouNetMedia, 2019).
c) Social trends.
Social trends change over time; it is important for M.A.C to keep up with them. Knowing what is
happening in the industry and in the marketplace helps brands maximize profits. More than ever, there is
now a lot of money generated by the cosmetics industry. Consumers are constantly looking for new
products and to keep up with demand, companies regularly introduce new products in the market. The
magazine has huge beauty sections because advertisers pay a lot of money for shiny ads about their
products. So while companies spend little to produce items, women and girls will be willing to pay large
amounts of cash to buy it because of the trend. Today, beauty is associated with youth, so many women
look for products that will diminish their aging appearance. Consequently, many companies in this
industry offer products that reduce wrinkles and spots, etc. These are cases that need to be treated as
soon as possible. Celebrities are used by many cosmetic companies to promote their products because it
gives their brand a lot by contact. While many celebrities may not actually use these products,
consumers truly believe that these products will make them look as attractive as the women seen in
movies and on TV. Media has an increasing influence on what is described as beautiful in today's society
(linhmakeup, 2019).

d) Technology.
The cosmetics industry is constantly growing like never before because the Internet. Many
companies can now sell their products online, making it easier for some people to sell their products in
countries where they are not represented. Therefore, the cosmetic market becomes highly competitive.
Today, consumers have access to applications that not only show which ingredients go into certain
products, but also allow people to see how makeup is suitable for the cosmetics they are using.
Consumers are always looking for new techniques. Social media is also used by a large number of
companies and brands to help them connect with the public. Tools like Facebook and Twitter are now
being used to launch new products, to give consumers a launch program or to get feedback and a few
other things. Technology has revolutionized the way the cosmetic industry works.

e) Competitive Analysis.
The cosmetics market in Vietnam is booming with innovation, creativity and high competition.
Some local brands also have a certain position in the home market such as Sai Gon, Thorakao, Lana,
Xmen. and the Pacific Ocean. Vietnam's cosmetics market has a turnover of about VND 15 trillion (US $
700 million) per year. This shows that Vietnamese is a highly competitive market with many competitors
in an arena. Meanwhile, the spending power of Vietnamese people is limited to 4 dollars per year.
However, because the country's population is quite large, showing the total profit per product will make
up for the more attractive prices that customers can afford. Therefore, M.A.C may still have development
opportunities in Vietnam (Beautycarexpo, 2018).

f) Brand analysis.
M.A.C is a professional makeup retailer owned by Estée Lauder, known for its high quality and
socially responsible products. M.A.C is trusted by many experts and people by models, stylish, etc. The
brand has many loyal customers both old and young. They are most popular with women between the
ages of 18 and 30. Although the brand has a vision of providing products to people of all ages, people
have little awareness and loyalty to the M.A.C. brand. M.A.C offers a high quality product sold at a value-
based price. 5 Their products range from makeup brushes to lipsticks. These products are available to
consumers in most locations around the world. These locations are located in more than 70 countries
and territories. M.A.C along with the heavy reliance on verbal endorsement has been the key to their
success. Makeup professionals, models, photographers and journalists worldwide have shared their love
for the product and enhanced the image of M.A.C as a professional-grade beauty brand.

IV. Objectives and Issues

The goal of M.A.C when approaching Vietnam market is diversity, giving customers many choices.
The top goal of M.A.C is to meet all the needs from the most demanding customers to earn absolute
profits. The group of customers that M.A.C specifically targets is female customers or makeup experts.
M.A.C has successfully sold one million matte lipsticks to female customers, mostly Vietnamese and
made a profit of $ 18 million.
The matte series this time offers a superior color compared to the previous products, completely
different from the taste, the formula, the characteristics and the use when compared to previous
products. The great quality and prestige of M.A.C has been proven from the products that have been
launched so the price is not a problem. This matte lipstick series will surely win over customers' trust and
attention. With this new product launched, M.A.C Cosmetic will increasingly build a solid foundation and
foothold in the cosmetic market in Vietnam.

V. Marketing Strategy
1. Segmentation and Targeting
2. Positioning
3. Marketing Mix 7PS
a. Production

M.A.C. Cosmetics sells a variety of items from professional make-up to fragrances. Over the years
working under the watchful eye of Estee Lauder, M.A.C. has gained worldwide recognition and respect as
a brand, particularly in the fashion industry. Numerous celebrities have worked and continue to work
with the brand, primarily promoting the Viva Glam initiative, from which all proceeds are passed on to
AID.

In her' The Guardian ' post, Anna Chester (Abraham, 201) says,'' It's probably their mindset as much
as anything. The motto of M.A.C. is' All ages. It's all races. All sexes' and thus their make-up is designed to
be accessible to all.' According to the website M.A.C consists of five main values, such as Artistry-for the
constant setting of higher standards when it comes to competition as a leading professional make-up
authority; Individuality-as being offered to people of all races of all sexes and all ages; Community-to
bring artistic visions to life by working and working. Trendsetting-M.A.C designers are producing trends
behind the scenes in fashion shows around the world, and Social Responsibility is primarily related to the
Viva Glam initiative and the M.A.C AIDS Fund. M.A.C. Cosmetics supplies a variety of make-up products:
lipsticks / lip gloss, eye shadows, mascara, foundation, mineral powder and nail polish. Most of the goods
are oil-free, which helps the skin as it avoids water loss, which is assumed to make it more efficient and
stay longer. Tests have shown that the drugs display a visible improvement in the smoothness and
firmness of the skin, as well as a decrease in wrinkles and improved hydration of the skin. The study was
conducted on 40-year-old female volunteers.

b. Price

M.A.C. Cosmetics has grown to be a two-billion-dollar brand and many consider it a 'path to
success.' Products are priced slightly higher than other competing products, although customers do not
mind paying more for the assurance of an excellent product. The high variety of products and colors
makes M.A.C very desirable and easy to sell.

The prices vary across the products (Abraham, 2013):

Foundation £22 - £29.50 Blush £13 - £22.50

Eye shadow £10 - £49.50 Mascara £14 - £19
(for the kit)

Lipstick £15 - £18.50 Lip gloss £15 - £20

Source: InStyle, 2014.

 According to BestProducts.com Beauty Blog, the best-selling M.A.C lipstick is' Ruby Woo' launched
in 1999 as part of the new Retro Matte Formula Series. It's taken a spot in Vogue Magazine as one of the
top 10 red lipsticks of all time. Rihanna had worked alongside M.A.C back in 2013 to create her own' Riri
Woo ' hue. The lipstick sold out in the first few hours (RODEWALD-SULZ, 2014).

M.A.C offers occasional sales and promotions and offers complementary products defined as
Product Line Prices. Our prices are comparable to those of rivals, who mainly focus on customer
satisfaction. The company uses multi-segment pricing as their strategy to target more customers, all
achieved by supplying a wide variety of desired products.

c. Place

STORES

M.A.C was initially designed to target artists and photographers because of its creative quality. The
first M.A.C store opened in 1991 in Greenwich Village. Nowadays, the company operates more than
1,000 independent stores in more than 70 countries, with more than 30 stores in France alone, with an
annual turnover of more than 1 million dollars. As an exclusive brand, M.A.C Cosmetics uses direct
distribution as a conduit between the company and its consumers. Highly glamorous and identifiable
stores look very similar around the globe
M·A·C Cosmetics does not sell its products through individuals, street vendors, flea markets,
internet auctions, independent boutiques or illegal retailers. M·A·C does not sell its goods online on the
internet'' (our report, 2016). The make-up of other M.A.C stores can be found in the House of Frasers,
Debenhams and Selfridges as authorized retailers.

FACE TO FACE SERVICES

M.A.C focuses on building a close relationship with its customers. As part of an excellent customer
service mac offers face-to-face consultation and lessons and training in shops. Such facilities can be
booked directly on the official website or by phone when they are not available online. See the list below
for available make up services along with the price list:

APPLICATION - Express Make-up - Express make-up application applied by an artist in less than 30
minutes - £20
APPLICATION - Full make-up - includes lashes application and face charts to help recreate looks at home,
60 minutes - £30

APPLICATION - Bridal make-up - Wedding or special occasions make-up applied by M.A.C artist, prior
consultation recommended, 90 minutes - £50

LESSON - Focus feature lesson - One to one lesson featuring face contouring, eyebrows, face and lips, 30
minutes - £20

LESSON - Full make-up lesson - A full tutorial including 'getting to know your face' and bringing out its'
features, includes face chart to recreate the look at home, 90 minutes - £50(all prices based on House of
Frasers branch, London) (IROSADO, 2009).
ONLINE

Because consumers religiously believe in M.A.C's high quality level, they are not afraid to shop
online when it comes to their favorite makeup brand. Online stores offer a huge number of products in
all shapes and sizes. The menu is crystal clear and simple, which helps with the process of shopping.

d. Promotion

As described above, M.A.C was sold by word of mouth back in the 1980's, because of its high
quality and color range, the brand became a hit between artists and photographers. Since the heavy use
of these cosmetics is seen every day in television, on the runway and is a favorite brand used by
professionals and ordinary people. In 1990 Madonna (see fig. 3) called for a particular lipstick ' Russian
Red' to be produced for her and she was wearing it on her' Blonde Ambition' tour. The shade was an
instant hit and one of the best-selling lipsticks of all. After M.A.C's massive success, M.A.C has partnered
with actors and celebrities to deliver instant success.

e. People

When mentioned before, M.A.C is all about all ages, genders and races, and M.A.C provides equal
work opportunities for people around the world. On the website of the parent company, Estee Lauder
gives us five primary examples of why it is worth working for M.A.C and what the benefits of a job are.
Obviously, M.A.C has already earned a name for itself, and every woman / man would like to be involved
in creating more history. But why do you have to work for MAC other than that?
 Social Responsibility-M.A.C is involved in' giving back' to its customers in many ways. For example,
mention of the Viva Glam campaign or the AIDS / HIV fund. M.A.C. is constantly raising awareness of the
biggest Community problem in the world-Since the very beginning of its life on the market, M.A.C. has
built up its group as a family. All happened behind closed doors, and only the special guests had access to
it... To make history. Who doesn't want to be part of this exclusive family? Make up authority-As the
world's leading skilled make-up authority, M.A.C works on the principles of passing on knowledge,
making the most of sharing expertise with consumers.

Individuality-'All ages, all races, all sexes ') M·A·C embraces diversity through our artists and
customers, evidenced through our ability to meet the needs of each and every individual customer
through our wide range of products and shades and a customized service approach ' Trend setting–Last
but not least. If M.A.C is not the trendiest make-up business of all of them, then I know what it is. After
decades participating in fashion shows all over the world, setting a higher bar for its rivals, M.A.C is itself
a phenomenon. Powerful, colorful, highly desirable products are hard to miss.

f. Process

As previously mentioned M.A.C cosmetics saves on costs with low advertisement, doing it mainly by
word to mouth. 'MAC Cosmetics intensive distribution takes place at mainly all MAC Pro stores. MAC Pro
stores are where you can find ALL MAC products such as pigments, empty palettes, some primers, and
old and new limited edition items that you might not find at a counter such as Bloomingdales, Macys, or
etc. MAC Pro stores always have products available in every outlet where target customers might want
to buy it, such as the textbook states. But of course, all product could definitely be found online at the
maccosmestic.com website, but then it wouldn't be considered an outlet, just an online outlet. Due to
MAC's outstanding customer service, products can be delivered expediently when ordered when you
cannot find a certain item, except for limited edition items of course, because only a limited amount
come at once.

M.A.C Cosmetics collects its raw materials like, sesame seed oil, castor oil ans silica in India from
where they are being shipped to Canada by container ship. The tariffs on products leaving India are quite
high, so it proves customer can expect quality product. M.A.C cosmetics products are then designed in
their headquarters in New York, but the assembly and finishing up the product happens in just outside
Toronto, Canada. The products are then shipped by trains, trucks and ships around the world where they
are being distributed to the stores and ready for buyers.
 g. Physical evidence

The physical evidence of M.A.C Cosmetics, as mentioned above, is seen and experienced on a daily
basis in the store and online. After reading multiple articles on brand development, new products to
come and promotion, M.A.C has a very strong market position, and by continuing to deliver new
products, M.A.C will remain high in the business hierarchy.

MAC Cosmetics is leading Chanel and Dior in our Social Scorecard Ranking, which rates various
social interaction indicators to determine brand effectiveness online. Furthermore, while there is little to
distinguish the strategies of the leading brands, there is a significant difference between the third and
fourth most successful brands, which shows a significant disparity in the strategy of the color cosmetics
brands.

VI. Action Program

No Actions Department Timeline Estimated Budget
1 Organize testing session of M.A.C Matte Marketing 10/10/2019 160.000.000 VND
Lipstick Holiday and get user reviews. R&D
Customer Service
2 Product promotion through social Marketing 15/11/2019 40.000.000 VND
networking sites like Facebook, Instagram,
etc.
3 Advertisement on LCD and Frame in Marketing 15/11/2019 100.000.000 VND
elevators, shopping mall.
4 Give products to celebrities, hot beauty Marketing 10/12/2019 200.000.000 VND
YouTuber, hot beauty bloggers to support Customer Service
promotion.
5 Distribute M.A.C Matte Lipstick Holiday to Sale 18/12/2019 100.000.000 VND
branches before the launch
6 The official launch of M.A.C Matte Lipstick Sale 24/12/2019 400.000.000 VND
Holiday at Lotte Center Hanoi and Marketing
Takashimaya Sai Gon.
Total 1.000.000.000
VND
 VII. Budget
M.A.C has set a budget of VND 1 billion for the marketing of this new product. All expenditures are
only encapsulated in the budget as above. Marketers had to come up with reasonable spending plans to
not exceed this amount. M.A.C had to spend VND 340,000,000 to advertise products online and offline
before launch day for people to know more about the product. M.A.C focuses more on online advertising
because according to HootSuite and We Are Social, Vietnamese people spend at least 6 hours online on
the internet. Therefore, online advertising will attract many people (Lê, 2019). In addition, the way of
advertising through celebrities and influencers was also selected by M.A.C to promote this product.
M.A.C had to spend 200,000,000 VND to send new products to celebrities, beauty YouTuber, beauty
blogger.

VIII. Marketing Controls

M.A.C will apply some methods to control and evaluate the results of each implementation process.
For employees at retail stores, they will be attending a training session to learn the main information
about the M.A.C Matte Lipstick Holiday as well as the target sales before the product is displayed at the
store. This is a way for them to have more knowledge about this product when customers ask.
Employees must provide customers with full information about products, benefits, differences, prices,
promotions on new products and products that have been sold for a long time to attract buyers and to
find. looking for potential customers. Besides, the store's main managers will have to ensure that all
employees will attend this training. And the leader, they will have to design a training program for staff
and organize that training. They need to set goals for employees so that they can more easily capture the
revenue of M.A.C. Also, they must check this process regularly to avoid any disadvantages and
difficulties. Most importantly, the marketers are tasked with contacting famous people, famous beauty
bloggers, famous beauty bloggers to be able to give them new products. This is to get them to promote
this new product. In addition, marketers must schedule a specific day and choose a certain date to hold a
product launch. Next, they have to contact the celebrities, YouTubers, bloggers to invite them to the
product launch so they can attract more attention to customers. Moreover, they must contact and work
with the media to be able to accelerate the marketing process of products to market and customers.
Once a customer has purchased a product, the salesperson must make sure that all that personal
information of that customer is stored on the M.A.C.'s system. Because after that, the customer service
staff and the marketing department staff will conduct a survey and satisfaction level as well as their
evaluation of the new product. Every quarter, the marketing and sales department will have to aggregate
the revenue to give their employees a clear view of the marketing plan in the future, ROI (Return on
Investment) and what they have done. From there, the leaders and managers will make reasonable
adjustments when problems arise during the implementation of marketing strategies.

IX. Conclusion

Reference
Abraham, T. (2013). New Rihanna lipstick for MAC sells out just THREE HOURS after going on sale.
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