I want to do a MAKEUP LINE DetallS. Select a product, line of products, or brand
ID: 395986 • Letter: I
Question
I want to do a MAKEUP LINE
DetallS. Select a product, line of products, or brand from a company of your choice and research the company's social media marketing strategies Carefully examine the social media presence for the product. In an analysis (750-1,000 words), identify how the company utilizes social media to promote the product. Address the following in your analysis 1. What is the customer segment for this particular product, line of products, or brand? 2. Which social media outlets does the companv use to reach the customer segment? Discuss elements of their campaign 3. Examine the customer segment's response to the company's social media marketing (e.g through evaluating user-generated content related to the campaign, sales data for particular products, etc.). Based on that response, how effective are the company's social media marketing strategies? 4. Compare the company's social media strategies to one of its major competitors. What does the company do well to distinguish itself and product(s)/brand? 5. Finally, recommend two specific strategies for how the company could more effectively utilize social media to better target its customer segment and increase its competitive advantage in the market. Support your ideas and findings with descriptions of specific social media campaign examples and consumer and market research.Explanation / Answer
Estee Lauder is the parent company of MAC Cosmetics .I have selected "Makeup products" as product line of MAC Cosmetics as my subject, As we know that MAC is very successful make up brand among professional as well as laymen consumers at the same time. It just manufactures high-quality products, has created a really strong brand image.This cosmetics brand is always up-to date and have social media strategy.
The product Lines of MAC Cosmetics :
Geographic segment: MAC is segmenting its markets on the basis of the various region of a country or the world and also consider the market size, market density and climate of that region. Marketing strategy varies based on the location and trend of their locations. For the M.A.C.'s customer segment in south and west Africa. They have adapted the change in their stock according to the skin pigmentation of the people in that continent.
Demographic segment: M.A.C. provide cosmetics for everyday use, theatre, models, actors, men and women. M.A.C. does not provide cheap products, but one thing they keep in mind while deciding customer segments is that their products are affordable for an average American.Like, they adjust the size of the product to make prices a little lower for the teenagers and for the people with lower income.
Psychographic segment: In china, for packaging M.A.C have used the hello kitty and other cartoon characters. because in china their customers are big fans of cartoon characters. M.A.C. provide its range of products with strong pigmented colours and cosmetics that enhances the facial features in Brazil and India and according to their psychographic need M.A.C.'s employees show their customers how to do contour that will define and refine the nose and cheekbones.
MAC’s presence in the social media to reach the customer segments:social media outlets used by the MAC are Facebook, twiter,instagram.youtube,smartphone app, website,content articles,Links,other media launches.
In order to achieve the goal of marketing communication and branding, It uses social media marketing. It main activities or elements involved the social sharing of content, videos, and images through various social media apps such as Facebook page,Twiter,Instagram, youtube videos on product reviews and makeup tutorials on its website.It seeks the user contributions through these social media sites.
To work out a consistent brand image through using social media, It uses the variety of different social media platforms. but each platform is based on its own unique environment and voice as per the various customer segments.
Main element of their campaign on social media platforms.
3. Customer segments response to company's social media marketing
Response to Facebook Marketing
M.A.C illustrates Its products with beautiful swatches on Facebook and provides information and promotes its various product ranges and its events. So, It has got 16.2 million Likes and has 16 million followers on Facebook.After publishing its content, It stays available for its audience to give feedback and actively participates in conversations.
Response to Twitter Marketing
Through Twitter, It broadcasts its updates across the web. It also follows the competitor's tweeters in its industry or related fields, and it has a sound stream of followers of 1.31 million. M.A.C tweets about special discounts, and news updates with some fun always retweet and answer people’s questions.
Response to Instagram Marketing
M.A.C, has 12.8 million followers on Instagram. M.A.C has posted several images of products from such as ruby woo dipped in glitter collection and utilise the filters to evoke a glittery feel and almost earned over 44.6K engagements. It really pays attention on the visual appeal of the products to make them look vibrant and appealing to the eyes of customers.
Response to YouTube Marketing
M.A.C has YouTube channel with 360K subscribers, it uploads make-up tutorials and campaign videos.
Response to Content Marketing
M.A.C always upload professional makeup videos and tutorials and created a variety of content through social media images, videos and text-based content. It also provide links to outside articles that helps to improve loyalty also lead to get some links in return.
Response to Public Relations
MAC also focus on to give out new launched products to build awareness in the community and also publishes articles in different media to educate the public.If customer search for cosmetics or any beauty related term on the Internet, they can findMAC all over the internet.
Response to Mobile Marketing
M.A.C’ has provided the new phone application that will lead to make the M.A.C make-up world's more accessible products to the consumers who have Smartphones.
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