I N T E G R A T E D P L A N : M A C Prepared Prepared Robins, y Date: December Course Code: 3, MKT

M A R K E T I N G

C O M M U N I C A T I O N S

C O S M E T I C S for: by: N David Marskell Clark, B K Slatter

J Martin, S Hall-Brodie, N Arshad &

2012 2250

Table

of

Contents .......................................................

Market Background ............ 1

Market Analysis ....................................................... .......................................................... 1 External Influences on the Market ....................... ..................................................... 1 Economic Trends ....................................................... ................................................................................ ................. 1 Demographic Trends ....................................................... ................................................................................ ......... 2 Social Trends ............................................................... ................................................................................ ................. 2 Technology ............................................................... ................................................................................ ..................... 3 Consumer Data ....................................................... ................................................................................ ..................... 3 Competitive Analysis ............................................... ........................................................ 3 LOral ....................................................................... ................................................................................ ...................... 4 Revlon .......................................................................

................................................................................ ....................... 4 Brand Analysis ....................................................... ............................................................ 4 SWOT Analysis ....................................................... ............................................................ 5 Brand Strengths ....................................................... ................................................................................ ................... 5 Brand Weaknesses ....................................................... ................................................................................ .............. 5 Marketing Opportunities ............................................... ................................................................................ ......... 5 Threats ....................................................................... ................................................................................ ..................... 6 Marketing ........ Communications Plan 6 .......................................

Target Market ............................................................... ...................................................... 6 Primary Target ............................................................... ................................................................................ ............. 6 Secondary Target ....................................................... ................................................................................ ................ 7 Marketing Objectives ............................................... ....................................................... 7 Marketing Communications Goal .............................. 7 (Challenge) .......................

Marketing Communications Objectives ................................... 8 Marketing Communications Strategy ....................................... 8

............................... ...............................

Budget ....................................................................... ................................................................................ ...................... 8 Positioning Strategy Statement ............................... ................................................................................ ............ 8 Marketing Communications Mix .......................................

.........................................

Advertising ............................................................... ................................................................................ ..................... 8 Event Marketing ....................................................... ................................................................................ .................. 9 Public Relations ....................................................... ................................................................................ .................... 9 Experiential Marketing ............................................... ................................................................................ ............. 9 Online & Interactive Communications ............................... ............................................................................... 9 Advertising PlanCreative ............................................... ........................................... 9 Creative Objectives ............................................... ................................................................................ ...................... 9 Creative Strategy ............................................... ................................................................................ ......................... 9 Creative Execution ............................................... ................................................................................ ................... 10 Advertising PlanMedia ............................................... ............................................ 11 Budget ....................................................................... ................................................................................ ................... 11 Media Objectives ....................................................... ................................................................................ ............... 11 Media Strategy ....................................................... ................................................................................ .................. 12

Media Selection Rationale ....................................... ................................................................................ ............ 13

Online & Interactive Plan ....................................... .................................................... 15 Objectives ............................................................... ................................................................................ ..................... 15 Strategy ............................................................... ................................................................................ ........................ 15 Execution ............................................................... ................................................................................ ...................... 15 Event Marketing Plan ............................................... .................................................... 16 Objectives ............................................................... ................................................................................ ..................... 16 Strategy ............................................................... ................................................................................ ........................ 16 Execution ............................................................... ................................................................................ ...................... 16 Public Relations ....................................................... ....................................................... 18 Objectives ............................................................... ................................................................................ ..................... 18 Strategy ............................................................... ................................................................................ ........................ 18 Execution ............................................................... ................................................................................ ...................... 18 Experiential Marketing ............................................... ................................................ 19 Objectives ............................................................... ................................................................................ ..................... 19 Strategy ............................................................... ................................................................................ ........................ 19 Execution ............................................................... ................................................................................ ...................... 19

Marketing Communications Expenditures .......................... 20

...............................

References ............................................................... ................ 23

Market Market The tive

Background Analysis cosmetic market with and four beauty industry classifications. the department beauty products is a competi special MAC be involve Works and The The estimat fall

Prestige counts as ty stores in which are under sold. the The Bay, prestige are Sams

stores and and could and Body spas 2010.

Macys, Sephora classification. Mass as and broad. This

merchandisers Costco and

classified Club. Avon

Mary Kay are direct sales. The specialty. fall into specific salons. The this

classified as alternate final classification is Body Shop category and as lines Bath wel sold and as at

products/product

The industry made industry experienced of about growth of around ed billion. External Economic The many Influences Trends obvious consumers ongoing trading the that 4% the same the

nearly $35 bilion in a yearly growth four years expected year grow 2015. to

from the market is until value the wil

before. to stay It $42 is

on

the

Market

recession down on

has some

led

to

products and as a result they to buying lower-priced products (Lennard, consumers that 2011). While the same drug store benefits

become accustomed not cost offer much less.

brands might they

high-end

brands like

M.A.C. can,

High-end take a consumers on this their do there might our one,

products bite from

can out of spending

really your their budget which money economy ways to that and can such save deter as brands

brand. With people are

a poor finding

money. The offer some is an continue ease

reality is great products

drugstore so

industry concern that these habits as financial up in the

consumer 2007). better luxurie to high-end

pressures However, than other

future (Carril o, has fared

the market for cosmetics industries because these products competing in as a

consumers view s. People are employment look their

affordable tough need

market and best to

as a result they convey confidence in society of their men (Carril o, products are and women.

an image-conscious brands take advantage this d opportunity as by professional

2007). Many often promote

Demographic The among use men

Trends of in cosmetics todays has become more society. outnumber to grow commonplace men, the

Although women male population at J). it would e a This

continue to is expected faster rate used to with an cosmetics growing

somewhat can be us of the

(Denise Smith, 26 our advantage as opportunity and male consumer to increas base. the unfavou

provide penetration among

fragrances

An increasing population wil cosmetics industry (Denise While rable, an ageing population teenagers and young

also benefit Smith, 26 J). to be

could prove adults

are ces.

the This

most avid generation often with appearance

users is

of also

cosmetics and very brand- income and

fragran a products

conscious, pride in more that Social Social to

the disposable making them

likely to promise Trends

pay more additional

for premium-priced benefits.

trends change with keep up with on in brands so

time these the that

but it trends. industry profit can

is important Knowing and be in the

whats going market helps maximized. Now to more be

than made are to

ever, in

there the

is a cosmetics

lot of industry. new products while

money product

Consumers s and companies in the older ng

constantly keep up

searching for with demand, introducing products younger women new offer

are regularly market. These

women a glamour 2011). have a

chance to look to younger

promisi

(Lennard, Magazines sers pay ads about companies items, women amounts Today, women reduce able

huge lot

beauty sections of money for products. So to produce wil to are buy hand that ready it. with wil

because glossy while to youth it pay so is

adverti costs huge many undesir this occurre

numerous little money and of girls cash

beauty goes look for their in

hand in products

aged appearance. Looking old todays society (Lennard, a offer and need result, products spots. These to be many that

2011). As industry facial nces soon lines that as

companies in reduce wrinkles, as

are represented treated as

possible. used by products lot of many cosmetic because it exposure. While companies gives many celebri

Celebrities are to promote their brand a

ties

might

not

actually truly as

use

these these as products a 2011).

products, wil make women seen growing as 2

consumers them look

believe attractive on what TV. is society

in movies and influence over in todays

Media has portrayed (Pitman,

beautiful

Technology The now cosmetics more than industry is ever thanks to companies making it continuously the sel some growing, their product dont

Internet. Many s online, to have sel any

can now easier for countries (Pitman,

products in representatives the

where they 2011).

Thus allowing competitive. Today, show

cosmetics access to go into also allow applied. for new

market to apps that

become highly dont see only how

consumers have what ingredients but be

certain products make-up can are Social of always looking media is companies

people to Consumers techniques. a help such to a and growing them

also and

used by brands to Tools used

number

connect to the and Twitter products, a show, to to

public. are now give get

as Facebook launch new play-by-play a number of has revolut of

consumers feedback 2011). cosmetics

other things (Pitman, ionized the way the industry Consumer Convenience While in works Data

Technology

M.A.C. is sold at big malls, smaller are sold Visiting at these

stores that brands like

are Cover

located Girl grocery

and Almay stores.

drug stores and stores is much

easier your

as home.

they One

are might

conveniently rather visit a 5

located the mall hours that away.

close may

to be

store around the located as Competitive

corner than far as

Analysis owned by directly parent company with the Canadian Their afforda cosmeti however Este

MAC cosmetics is Lauder and competes LOral brands Maybel ine cosmetic industry. currently cosmetic 22% ble gives c Revlon it segment. stores, Revlon MAC Market es dollars)

and Revlon in LOral spot makes in up

holds the top brand, Maybel ine, North and strength

cosmetics.

of the pricing the brand industry. is does

American market share. Its wide availability in competitor into the the Canadian

another not fall

in cosmetics, luxury from

Revlon can be in stores like products is sold shares for are as are at

found away Walmart.

department prices while compani

sold at value-based

competitive prices.

the top fol ows:

international cosmetic (in billions of

LOral

25.89 Proctor & 19.57 Unilever Gamble

16.98 Este Lauder

8.29 Shiseido

7.75 LOral LOral is individuals and gain quality, providing products but has positioned as to express self-confidence. safety, and beauty products. for men and of an product and the an as a their business personality that brags to enables about provide their

The business efficiency in The brand women, aims

put more various

emphasis on lines including luxury lines. Their LR 2412 anti-aging a brand

women. LOral research has very public

consumer, professional and development of molecule, boosted edge of commitment through fair labeling. with has which their is image

ingredient, on the made and a

science. LOral has to responsible growth trade, educational Their alignment as AIDS profile been In known March endeavours awareness to the to 2012 make

environmental

causes such raised their

and research public as donations the to stop

wel . Theyve animal testing. LOral donated social corporate with the become a who Revlon Although products multiple s for Their look it are they

$1.2 mil ion to responsibility paired of of defines their what

cause. Their lines have

variety huge part are and

product makes them their brand.

isnt a

a huge

luxury brand, Revlon cosmetic competitor for priced product to

reasons. Revlon offers reasonably the average consumer. pricing makes Their products them are

competitive out for.

a brand easily

accessible. ave and products celebrity boost are and their Emma

Many chains like Zel ers have for sale. endorsements image. Some Stone, Halle The over more Berry

Walmart, the brand the has years

Loblaws, used to various involved

Pharmas

recent celebrities

Olivia Wilde.

Brand MAC by high MAC

Analysis is Este a professional Lauder, known level for and many make-up their retailer owned

quality product is trusted by people. both old The and

social responsibility. professionals and many are faithful the a ages, ages vision the quality

everyday customers most 18 to older

brand has young. They

popular to 30.

with females Although the for less

between brand has all less

offer products demographic is the sold MAC at

people of aware and

loyal to product 4

brand. MAC offers a high a value-based price.

Their ks.

products range These products in in 1000 more MACs been

from are

make-up available

brushes to These

to locatio

lipstic

consumers ns are

locations than 70 large a

worldwide. countries on models, the as product a

and territories. endorsement has their and success. journalists

reliance key to

word-of-mouth photographers and

Make-up artists, all around the love of for MAC

world have boosted professional SWOT Brand MAC that Analysis

shared their the image grade

beauty brand.

Strengths Cosmetics provides is a makeup for world-renowned all cosmetic company

races, n

ages brand

and image

sexes. The companys has created a fol owing including Nicki Minaj. In brand receives endorsements from a MAC that the are to

unique and Mary vast J.

wel -know Blige,

strong celebrity Nicole Richie and addition, word of the mouth

amount of prides itself free highly trained called the works cosmetics of is feel their creatin recogni by while

professional make-up artists. in creating high-quality, fashion-forward products providing consumers with experience of being attended makeup professionals. Furthermore, MAC MAC Cosmetics Program has that

Cosmetics cruelty by set-up Program M.A.C

a program rewards the The MAC a are

companys loyal rs returning primary packaging counter and rewarded choice. g a loyal zed the Brand base and program. Weaknesses with By

customers. six

cust

containers to the customers a doing free so, MAC the

lipstick company that in

of returning important by

customers participating

MAC Cosmetics weaknesses, which wel this customers world. that One the

does in

not turn

have shows

a how

large

amount of how much

company love their weakness pricing average minimum prices could product. unable to line, only By to not the

is operated and products around the the of drug wage be Also, company is its products store brands. person, MAC a the deterrent general the MAC make-up professional MAC could

facing is are more For to Cosmetic color line the purchas

than the average Cosmetics ing the public PRO is color

receive professional having their public,

artists can. available

potentially be for professional make-up. Marketing

losing customers who grade, long-lasting

are

searching

Opportunities

MAC Cosmetics available to help generate opportunity to stores the rather than company

has them

a that

few wil

marketing ultimately MAC

opportunities has the for is

more sales. Firstly, create more freestanding having a in a (i.e. for small spot larger As

designated wel , there

department store an opportunity expansion countries, are In become the that and

The Bay). International

specifically focusing as foundations and

on Middle Eastern blushes for have MAC are of tanned skin Cosmetics tones. has

being designed specifically society today, consumers more health conscious and opportunity to advertise all they of their contain products ingredients existing and the marketing MAC is program primary

cruelty free the highest like Fund the are lipstick to in the cosmeti able

quality. Finally, MAC return program present additional cs company. play to up their return six

programs MAC Aids for

opportunity able to

where consumers packaging a are free also MAC able

containers of their capitalize order to Threats

and receive choice. They on their generate

existing greater

charitable work brand loyalty.

Threats that MAC mainly competitors.

Cosmetics is In regards

currently to department

facing are store cosmeti

competitive threats, competing c companies include

Lancme, priced, rival n, the drug

Clinique, and easily accessible, quality of store brands like

LOreal. and

These

brands are In additio

similarly

MAC Cosmetics. Revlon and offer very

Maybel ine, pricing widely

though lesser quality, and are much more than economy several industry to The MAC

competitive

available

Cosmetics. has a serious negativ non-essential industries, has remained Economist. rather unscath

Although the e effect on the ed cosmetics according

Marketing Target In to Market order a

Communications Plan

to increase larger audience, more they cosmetic attention make up users.

brand MAC to a

awareness Cosmetics the large working

and

appeal women

must give market as portion of Primary Target Demographic

The of to

audience 30 to are put

of 50

females is a women face

between key group who must

the to look

ages market their

because they best and 6

professional their best

forward. These income bracket established nt to in note

women and their that

are tend

from to

the be It are

mid wel

to

high importa brand

career. these women and use

is also post- the skin. best

secondary educated of products to Psychographic With being the current fast-paced, the

search for on their

work environment target market is

and

daily

life

pressed for time c products busy day. socially savvy, and

and to

need last

to rely through

on out

their their women

cosmeti are

Along with active, fol ow fashion

living busy lives, these technologically trends.

Geographic The target market is specific focus on It in the is order primary Target target market is 18 and 30, females at both between levels. for this Student seen major across Canada, urban markets. penetrate reach the with a

important to to effectively

major markets majority of

target audience.

Secondary The the

secondary ages of

secondary s and

and post-secondary education recent graduates, located are important majority of in the more target market would media

in major urban markets target market because the students areas of more tion, and are situated cities. This to way

populated be for informa

inclined in the

utlize untraditional of social media

online advertisements. Objectives objective fashion females is to between increas

Marketing The e

prominent marketing brand awareness among business of 30

forward, the ages Marketing

oriented and 50.

Communications Goal

(Challenge)

The out brands The te

first among among

marketing communications goal other colour cosmetics middle-aged, career minded women. communications goal with a and

is

to

stand

second marketing MAC Cosmetics yet

is

to

associa

youthful lifestyle.

sophisticated

appropriate,

on-trendy

Marketing The first create an with The build

Communications Objectives marketing image that communications objective is in keeping with trending is to

sophisticated, coinciding second marketing buzz for MAC aged with 30 the

lifestyles. is to

communications objective Cosmetics to 50 brand. who are

among women unfamiliar Marketing Budget For the campaign, be all

currently

Communications Strategy

first a

year of budget of

the $3

marketing milion wil be able

communications to cover

available. marketing

This budget wil communications of this aspects

expenditures. to the campaign marketing Positioning We y

The bulk multimedia

budget wil of the various

contribute integrated

and wil include communications activities. Strategy Statement the is

can utilize statement, which

existing positioning as folows:

strateg

MAC Cosmetics is confident, social & brand Marketing In order impact on markets, marketing mix wil objectives communications sing, sales marketing,

a youthful, sophisticated

irreverent,

cool

Communications Mix for the this campaign primary and to make secondary effective This success marketing traditional The a strong target mix of media of the adverti

there must be an communications elements. contribute set out mix wil promotions, and to the above. The include event

online communications.

reasoning

behind this follows: Advertising Traditional in order to the awareness. 8

selection

is

as

forms to

of put

media advertising are crucial across a visual appeal and to achieve brand

target markets

Event An MAC

Marketing important Cosmetics event to wil a take place fundraiser that for wil and help link profess to

female leadership programs. Female leadership ionalism appears directly to the primary generate buzz Public It the Relations is important public and have MAC in articles public. Marketing way with that MAC customers Cosmetics which are wil wil get be to the be wel support continue by target and around MAC. the event wil

integrated of the to medias and

into build educati

community. awareness publishing ng the Experiential The main experience through the s. In artists that Cosmetics Online The user &

Cosmetics wil the community in

different

a the only

true product MAC

events in store there

customers use also makeup makeovers using

give customers products. Interactive

Communications is the therefore, and biggest for

primary target audience of social media platforms; are MACs both effective message.

these media delivering Advertising Creative

efficient

PlanCreative Objectives

1. To communicate suitable for

that

MAC to

offers top-of-the-line look

cosmetics

businesswomen striving and on-trend. 2. To build 30-50 buzz who for are

sophisticated, appropriate, among out women among aged other

MAC Cosmetics currently

unfamiliar with color cosmetic amongst middle-aged Creative MAC does available The their majority YouTube Strategy not for

the brand, standing brands women.

have advertising that is middle-aged businesswomen. of their channel advertising and in at a Because their Bay

readily

occurs online through younger MAC is shops would audienc as be

magazine e of specifically wel as 9

ads directed 20-something. sold in in The

own specialty stores, it

beneficial displaying

to strategically utilize in-store advertisements and more that feel staff age-targeted and middle- comfortable and and counter isnt

these

stores by giving confron young

posters that are the message aged ting for women women the their and can MAC

appropriate, confident just for

cosmetic needs. MAC models anymore.

Central Theme Al messages icated, confident, wil and show the trend-savvy the a as The ages busy her brand vision of of life, color has a sophist As brand a

businesswoman between businesswoman, she leads but is staple choosing MAC a no-brainer. in her

30-50. cosmetic become a

lifestyle.

Appeal The in

Technique message her MAC wil emphasize products and the target taking pride revealing brands. the the MAC The name.

why she appeal wil ultimately Tone &

chooses MAC be positive, confident Style wil They focus wil

over other showing and

businesswoman

Messages product. and Tagline Options to the

on the highlight in the

women the women.

enjoying product

the

confidence

summarize

the

messages

are:

1. MAC- 2. MAC- 3. MAC- 4. Mine,

Simply, We Theres and I mean

confidently, business. no wouldnt other.

me.

have

it

any

other

way.

MAC.

Creative The ion

Execution campaign ads, color wil print consist ads in of 30-second stores and bil boards, televis and

brochures, color online banner ads. wil MAC tour them be real 10 encourage website of a acquainted able women to just

ads in Selected the to MAC and

magazines, messages

target audience to take an individual cosmetic familiar.

visit the virtual get from

retail studio to They wil also and testimonials

browse products like themselves.

Broadcast statements brand, for how them.

media about it

wil the makes

feature MAC them feel,

women and

exclaiming why its

simple right

Print and glowing, because of yet age for the

outdoor exuberating

media wil confidence

show

images of wil

women

their MAC products. They appropriate- a priority campaign.

remain trendy

Advertising Budget The sing

PlanMedia

budget for plan wil

the be

media portion approximately $1.5

of

the in

adverti January

mil ion for 2013 to Media Who

a one-year December 2013.

period beginning

Objectives

The primary target is urban secondary target is tech-savvy women What The women feel for on When The the launch wil year, as take part place of at a continuous who lead message wil busy lifestyles making the with a current aged 18-20.

women

aged

30-50.

The

be can MAC focus trends.

that brand

established their choice

confident with color cosmetics, confidence and

the new of it

beginning years the is

of

resolutions be given

effect. during this order rest

Emphasis phase as to of for end gain the

budget wil just results wil

beginning in and impact the also fall, 2013 be and

effective year. There

emphasis at the

flights of the are buy

around spring, year for the of to year

holiday season, women are most update 11 their looks.

as these likely to

the times products

Where The the campaign nation, wil such focus as on key Toronto, and urban areas Vancouver, Ottawa, in but wil

Montral, Calgary, Edmonton spread across all regions. How The in (women the (women to campaign wil the primary

focus on increasing target audience the time

awareness loyalty and new, wil trendy of need

ages 30-50), while maintaining secondary target audience ages focus 18-20). This on ongoing as for wel as appeal and wil take creative

strategies messages

by implementing attention.

Media Target The y

Strategy Market Strategy entire campaign in order to and and wil focus generate interest secondary consumers to focus to them. on and profile-matching brand We with reach, strateg

maintain trust the primary know and

of the targets. we and

exactly which wil continue efforts

want to direct

marketing Market Coverage

The market coverage nationally, such as magazines audiences, There wil impacting secondary unique to include posters Timing that and also key match the

wil entail media nationally sold our age website. and media

that

wil

reach target at and

demographic focused

be supplementary primary and within urban These bil boards.

targets each area. and

areas, appropriate

The flights outlined wil seasonal schedule, advertising sales to trends with compete a with focus other

take place according

on to in

a the order

on pre-season brands.

Reach/Frequency/Continuity Reach n and at frequency are the beginning messages Continuity are is important of the new and important to the phase, as wil need campaig more

the key emphasis. 12

throughout increased

the focus

remainder during the more using market. Rationale

of the pre-seasons

campaign, schedule levels

with wil

outlined. A be designed from Media market to Selection

detailed media gross rating point

Television Primary media wil on television. networks wil Corus Entertainment stations Movies. Shaw Media. who Each are OWN, As entail 30-second The primary be Inc, W wel the which network division advertisements of W of

Corus Women includes

Network, CosmoTV and as Slice, a division caters to to wil time. national

network trendy and

women-on-the-go, messages high to

independent, parallel target audiences. This reach Print Retail areas advertising wil where stores are Bay out in shorter

our key provide

be beneficial located. For can with advertise newspapers. inserts the main

for MAC wil urban

those in also

urban their be

instance, The weekly flyers sent

MAC specific preprinted placed in newspapers in cities mentioned.

In ads target tion Flare, this

keeping with in magazines audience magazines wil such

the profile-matching specific to the also as and wil be utilized. Chatelaine, Canadian provide

strategy, Paid circula under as

print

El e Canada, category. This for if

Living fall an wel to

opportunity added reach other also season the

multiple magazines

exposures as are passed-on

readers. Special offers and be placed in issues focusing trends, audiences making a mind to flawless trends and

coupons can on pre- connection MAC. in

Out-of-Home Posters and bilboards the confident women There wil shopping stores only also malls be where wil be portrayed mall MAC used by to MAC. located retail rely display inside on wil to

posters boutique

are located. Although pedestrian traffic, the is a place. already visual to

these wil target

audience act as the appropriate Online

in the direct the

malls and consumer

13

Online banners appropriate to This ad audience more information. Media Execution

wil the

display ads target audience. clickable, to the and MAC

across webpages wil take website the for

wil be directly

The are Figure Network # Cost Total Corus 80 $2,500 $200,000 Slice 80 $450 $ Total 160

timing and expenditures as folows: A: Television

of

the

media

execution

Advertising

of per Cost

Spots Spot

36,000 TV

$236,000 Note: Al 4-week on Toronto. ads are campaign, 30-second spots, spanning a with approximately 10 weekly GRPs based

Figure Market GRPs Weeks Total Toronto 25

B:

Outdoor

Advertising

Cost

12 $295 800

Vancouver 25 12 $223 Calgary 25 12 $64 Edmonton 25 12 $57 Ottawa 25 12 $108 Montreal 25 12 $295 Total 175 12 $779 Note: Figure Magazine # Inserts 800 Al C: ads Print are horizontal outdoor posters. 00 Outdoor Ads 600 600 800 500

Advertising

Cost Total

per Cost

Insert

Chatelaine 4 $15 $60 Flare 4 $15 $60 El e 4 $18 $75 Canadian 4 $25 $101 Total 16 400 600 Print 900 600 Living 00 000 Canada 000 000

$297 Note:

200 Al Total ads for are Media 1-page, Execution: 4-color. $1,313,000

14

Online

&

Interactive

Plan

Objectives

1. To aged

increase 30-50.

brand

awareness

among

career minded women

2. To 3. To on Strategy A

increase link trend

web

traffic to

to

www.MACCosmetics.com. sophisticated,

MAC Cosmetics lifestyle.

professional,

combination that social media engagement, of the

involves and a

online banner advertising, help help build

new section awareness among associate on trend Execution Banner Banner ine, Ads adds and wil Flare

the website wil primary target and with a professional,

the brand lifestyle.

sophisticated,

be scheduled websites that women aged

on are 30-50.

the

Ele,

Chatela

popular with Sponsorship In MAC

professional

conjunction with wil sponsor five times programming, partner on how up are style aimed

the a

Slice television commercial Each day

network, during the

segment shown 6-7pm Slice wil segment trend make segments

weekly. MAC and to to in at 30 of

broadcast a two-minute apply sophisticated, on under the and 10 two minutes. lead wil These very

workingwoman between busy lives. A total be out filmed for weekday

50 who segments airing on on

each season, programming. These also and Website new MAC section Cosmetics

repeat through both the

segments wil www.maccosmetics.com MAC An the Cosmetics entirely existing

be available www.slice.ca.

wil be website. video

added This

to new as

section wil wel as

offer the suggested

above-mentioned products professional

tutorials, with

and additional instructions.

suggested

makeup looks

Figure

D:

Online Plan

Site/Network Impressions/Month CPM Total 15 # Cost Months

Sponsorship

Slice

12 $500,000 Banner Ads

Elle 250,000* $100 6 $150,000 Chatelaine 500,000* $33 6 $100,000 Flare 74,000*

$202 6 $15,000 MAC Cosmetics Website

$100,000 Total

$865,000 Note: Event * represents Plan unique visitors per month

Marketing

Objectives

1. To and 2. To MAC 3. To 30 4. To on 5. To Strategy

increase the female leadership encourage products. generate and 50. link trend top

link between programs. Canadian relevant to

MAC businesswomen to professional, among women

Cosmetics to women try between

earned media

MAC Cosmetics lifestyle. brand loyalty

sophisticated, aged 30-50.

encourage

To associate MAC Leadership Foundation International To the event. Execution MAC Cosmetics presents Womens

Cosmetics and Day. Cosmetics during and

with

the

Women

in

incorporate MAC target before,

in after

the the

lives

of

Women

in

Leadership

Gala

The Gala

MAC wil

Cosmetics take place International businesswomen

presents at 99 Womens be the

Women in Sudbury Day (Friday, to at

Leadership in March purchase raising 50 be of most invited charge. 8,

Toronto on 2013). 500 from $150

across Canada wil tickets for WIL. women In in

invited gala aimed

funds for powerful by to the the

addition, Canada (as Post VIP

the top determined wil free

Financial gala as

Magazine) guests,

16

Leading up to to register tone, ors, eye MAC

the event, the women online, indicating hair each colour. of the

wil their Given

be skin these of

able indicat cosmeti A that so looks. Each of

colour and wil send

registered guests a customized sampling c products (foundation, powder, bronzer & booklet blush, mascara wil also be wil done have with be wil and eye included

shadow). in the

shipment, which can easily be provided. that busy able of to the to the

several sample looks the makeup detailed easily be instructions

There wil businesswomen

execute the VIP guests wil

sophisticated, on-trend be treated the nail receive that the day polish.

a complementary event. They wil and also

spa experience receive both using hair women MACs MAC done wil

pedicures They wil

manicures have their the of

professionally. Lastly, applications from one professional artists. are wearing MAC we our earned cs can be cosmetics media and and looks sure and

makeup all women event, in sample cosmeti

By ensuring products at that they ensure the

are photographed maximum impact. The

word-of-mouth wil also

allow pre paying each to not

our and such and try only

guests to experiment with post event. In addition, a every out brand our detailed guest, and amount of allowing we also

our by

products to

attention them wil brand

the products, recognition, but target. guests wil with MAC

encourage

loyalty among Upon red

arrival, our carpet complete

be and

lead WIL

down

a guests

backdrop wil be dinner and

and paparazzi. spoiled with

During the event, our lavish dcor, doeuvres Senior Vice & dessert, Balbier, the be leaders

and midnight hors signature drinks. of as

President wil act gala. to A speak

MAC Cosmetics, Jennifer Master of Ceremonies for VIP their and gala women business dinner. wil

number of the as guests about as professionals fol owing the

invited

experience during and

Directly fol owing speeches, a $10,000 donation to Leadership Foundation. string quartet for dinner period, premier DJs.

Jennifer wil the Womens include and of local of

award a

Entertainment wil the entrance one a form At

fol owed by In addition, alternative dancing. have look an like

Torontos dance group entertainment edible sweet At Jen, $1000

wil provide an between dinner and midnight, we table, designed MAC the wil MAC products end of be gift awarding basket, wil to for the

extravagant, various

the guests to evening, MAC one lucky including

snack on. Senior VP, a for

winner with voucher

private MAC Folowing pictures accounts had and Cost are details included

artist consultation. the of to how event, we wil the guests to remind them fabulous for in of they be their sending email fun activity out they

how much looked! sponsorship

this event Figure

Figure Item

E: or

Event Activity Cost

Marketing

Estimated Sponsorship $20,000 MAC $8,000 VIP $5,000 Donation $10,000 17 Spa

Sample Bags

Experience

to

WIL

Edible $3,000 MAC $1,000 Total $47,000 Public

Sweet

Table

Gift

Basket

Relations

Objectives

1. Increase 2. Increase

brand brand

awareness loyalty to MAC

among among

primary primary

target. target. sophisticated, on advertising, sponsor

3. Link MAC Cosmetics trend lifestyle. 4. Create ships and Strategy A media combination relations, that wil buzz about events.

professional, Cosmetics

involves help build

social media

engagement,

awareness te the sophisticated, Execution Media Media press be e

among brand on

the with trend

primary target and a professional, lifestyle.

help

associa

Relations relations releases aggressively of MACs efforts such and backgrounders utilized advertising, webpage actively as wil media advisories, media event and coverag

to generate sponsored and newspapers

television spot, new Our target demographic read with local and television

marketing. stay up-to-date

national news

broadcasts. Social Media Engagement sites wil such be as Facebook, utilized to television our and web Twitter promote spot, new and webpage raise

Social media LinkedIn MACs and

advertising, sponsored event marketing to

primary public. brand awareness traffic. 18

Targeted posts and increase

tweets wil

Experiential Objectives

Marketing

1. Increase 2. Increase

brand brand

awareness loyalty to MAC

among among

primary primary

target. target. sophisticated, on by target public.

3. Link MAC Cosmetics trend lifestyle. 4. Encourage Strategy To of utilize professional trial of

professional, Cosmetics

interactive make overs

marketing in key

in urban

the

form

areas and among

to increase encourage trial career minded women

brand of aged

awareness & MAC Cosmetics 30 to 50.

loyalty

Execution MAC MAC held once each Makeovers makeovers in the per of done lobby by of The urban Calgary, wil in set each MAC five artists business wil be buildings held in

season. our key Vancouver, artists buildings

events wil be areas, including Edmonton, up city each lunch brand get front go in for seasons break a of over and

Toronto, Montreal. Three MAC professional just As their for

Ottawa and various one day, pallets. or out

fol owing professional way the into end wil The

the launch of businesswomen make work, of out the for day, to wil in wil with five

ambassadors makeover. take . sample the The and a The

entice them photographer

complementary MAC signage several then retaken the woman picture after is foundat apply

before picture MAC artists looks under then the

professional look in woman wil wil have

the guest minutes.

have her option to

picture email the tweet the

picture to herself or upload it to chooses to photos wil page as encouraged sample ion, eye Cost y sign be wel to a added as take

or friends, Facebook. If release, to MACs

her before and Facebook Each woman

www.maccosmetics.com. home a MAC or liner this in Cosmetics bronzer, and

bag fil ed with powder, blush shadow, eye

including

mascara. marketing This activit 20

details for are include all our costs 6

experiential Figure .

encapsulates events in Figure F:

associated key urban Marketing

with hosting markets.

Experiential

19

Item

or

Activity Cost

Estimated MAC $75,000 MAC $50,000 Cosmetics $50,000 Venues $60,000 Brand $30,000 Equipment $60,000 Photographer $60,000 Signage $60,000 Total $445,000 Marketing

Professionals

Sample Bags

Ambassadors

Rental

Communications Expenditures detailed and the refer to of all timing of Figures by Activit marketing communi

For summary cations expenditures all Figure y Activity Expenditure % of Total activities, G:

Marketing

Communications Expenditures

Television $236,000 8.84 Out-of-Home $779 29.21 Magazine $297 11.13 Online $865,000 32.40 Event $47,000 1.76 Experiential $445,000 16.67 Public $0 0.00 Total $2,670 100.0 Figure Month Expenditure % January $514,084 of Total H: Marketing Communications Expenditures by Month ,000 Relations Marketing Marketing & Interactive 200 800

19.25 February $41,667 1.56 March $244,084 9.14 April $414,084 15.51 May $41,667 1.56 June $197,084 7.38 July $41,667 1.56 August $369,917 13.85 September $197,084 7.38 October $41,667 1.56 November $369,917

13.85 20

December $197,084 7.38 Total $2,670,000 100.0 Figure Activity Jan Feb Dec Mar Apr May June July Aug Sept Oct Nov I: Marketing Communication Calendar

Television

Corus 20

20

20

20

Slice

20

20

20

20

Out-of-Home

Toronto 3

Vancouver 3

Calgary 3

Edmonton 3

Ottawa 3

Montreal 3

Magazines

Chatelaine

Flare 1

El e 1

Canada

Canadian 1

Living

Online

&

Interactive

Slice

Sponsorship

Elle

Chatelaine

Flare

Mac

Cosmetics

Website

Event

Marketing

Public

Relations

Experiential

Marketing

Total

Notes: Television: on each s long run 21 in Figures network and prime time. represent the each month. Al number of spots are spots 30-second

Outdoor: Magazines: each month . Figures scheduled. indicate Al ads one are insertion 1P, 4 Elle, and in colours

Online: 25,000 impressions impressions monthly ions monthly on e Flare.

monthly on on Chatelaine

500,000 74,000 impress

Figure J:

Marketing

Communications Expenditures

Estimat

Estimated 2,670,000 Plan Budget

Budget (Based on

Activities)

3,000,000 Expenditure -330,000 Over Budget

22

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24