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INTERNATIONAL IMC PLAN FOR MAC COSMETICS TO HISPANIC AMERICANS
Hispanic Americans are the largest growing minority group in the United States. Making up 13% of the population in the United States, and those numbers continue to rise. They are also youngest population. Hispanic Households are younger on average than the United States population at large The actual purchasing power of Hispanics Americans is growing three times the rate of the United States population The money is there to spend and the age is right. Young adult female Hispanic Americans are the segment needed to target for MAC Cosmetics. Hispanics as a culture favor brand name quality products and research has shown do not mind paying a higher price to purchase them MAC cosmetics, being a product line off of Estee Lauder, is priced higher than the average drugstore cosmetics but consumers are aware of the higher quality they are paying for. MAC cosmetics pride themselves on being a makeup line for the “hip young socially aware” Hispanic American females pride themselves on being fashion sensitive and their intricate detail to their appearance. By properly marketing MAC cosmetics through event marketing, bilingual promotions, and with Hispanic role models, MAC cosmetics can make their way into the Hispanic American community
Competition Though one of the most recognized and popular cosmetic companies worldwide, MAC cosmetics still falls short in the mind of Hispanic consumers as number one. The main competition in cosmetics targeting Hispanic Americans is Avon. Other competitors include Maybelline, Cover. Girl, Max. Factor, and L’Oreal Avon beyond as of May 2008. Avon created a new fragrance to coincide with the most recent James Bond film. The fragrance planned to be targeted at Hispanics. In order to obtain their attention and purchasing power, Avon ran print and television advertisements in Spanish to properly appeal to the target audience L’Oreal, back in 2001, launched a campaign specifically targeting American Hispanics. The company did so by creating an entire Spanish website, translating to “every woman”, In order to break into the American Hispanic consumer community. Cover. Girl also reached out to the Hispanic American community in 2007 with a casting call to all women of color. Maybelline reaches out to the Hispanic American community by participating the past three years in New York City’s Fiesta. The festival celebrates the Hispanic heritage while allowing marketers to set up stands to connect with consumers Considering the outreach the following cosmetic companies have made to the Hispanic American consumer, it is no wonder that MAC Cosmetics is not in the front of their mind when it comes time to make a purchase.
Target Audience MAC Cosmetics desired target audience in the Hispanic American community is females ages 18 to 30 who take pride in their appearance and are fashion trendy. The difficulty in targeting this young adult to adult age in females is that women in the Hispanic culture sometimes have low self esteem or suffer from depression This occurs in correlation to the idea that the more a female sacrifices, the better wife or mother she will be
Communication Objectives and Strategies To increase brand awareness in the minds of Hispanic American consumers so that MAC cosmetics is recognized to them as the top cosmetic that will meet their fashion needs. Develop Brand Awareness Make MAC Cosmetics a name that instantly appears in the target audiences mind when they hear “make-up”. This can be done by involving MAC cosmetics with the Hispanic American community by donating money to Hispanic organizations, or sponsoring Hispanic cultural events. In doing so the target audience will likely link MAC Cosmetics with their community in a positive element Change Customer Beliefs or Attitudes MAC cosmetics designed for the fashion forward to allow the make-up artist’s cosmetics to be in your own home, may come off intimidating to those who aren’t used to using vibrant colored, or heavily textured, cosmetics. To change to the belief that you must be cosmetically educated in order to use MAC, the advertisements directed at Hispanic Americans should be toned down. The advertisements need to portray Hispanic American women who are strong, fashion forward, who still put family first but allow themselves to be treated as well. Build Customer Traffic Mail out information to Hispanic American consumers providing them with all the information they need on products the closest MAC retailer is currently supplying. Provide information about the website, any promotions, or any exclusive products offered on a time limit. This will cause the consumer to feel educated and invited to the actual store. Do this in both English and Spanish in order to appeal to the masses
Creative Execution We extend an invitation to you to come celebrate in MAC Cosmetics Hispanic American Female Appreciation Event We encourage you to bring a guest and come experience a one on one makeup consultation We will give you the tools you need to compliment the confidence and beauty you already have All products after consultation will be 10% off
To gain the customer loyalty and purchasing power of the target audience, MAC cosmetics will create a twice a year appreciation day for Hispanic Americans females. The appreciation day will be dedicated to celebrating the Hispanic heritage, their youth, motherhood, and career driven women all alike. Advertisements through television, radio, and direct mail will be run. Direct mailings will include personalized invitations along with a guest pass so that a friend or family member may come along. Information will be provided on the cosmetics available along with pricing and an explanation that at appreciation day an employee will personally demonstrate how to use the for you. While television and radio advertisements will feature celebrities from the Hispanic American community expressing their happiness with MAC cosmetics along with what it is to be an Hispanic American female appreciation day will be held at locations where such a target audience is densely populated. However, the website will also advertise American Hispanic female appreciation day and provide special sales on products which are most popular among the specific target. In store appreciation day will not damper the everyday customer’s experience as there will be enough staff on hand to assist everyone. Those coming to specifically to celebrate Hispanic American female appreciation day will be treated to a full make-up consultation with an employee free of charge. From there, all products that were used in the process, will be offered at a 10%discount price to the female being assisted.
Explanation MAC Cosmetics hosting a twice a year appreciation day for American Hispanic females will create brand awareness, generate brand loyalty, and allow a break through into the culture by creating a positive bond with community. Hispanic American females are already in the market for cosmetics; however MAC Cosmetics is not the first brand name that comes to their mind. Hispanic American female appreciation day hopes to change that. The occasion will be help twice yearly in order to differentiate MAC from a company such a Maybelline which participates in a yearly heritage festival, or any other company which may hold promotions for Cinco De Mayo once a year. Also by holding the event twice a year will allow MAC to continually update consumers on any new products coming out or exclusive time offered products. Another key to having it twice a year will be of course to have one even right in time for the holidays. Where women will not only be making purchases based on what they like for themselves, but also for friends and family. Typically women are recommended to replace their eye makeup and blush every three to five months, where all other cosmetics can last for up to a year. By holding an appreciation day which offers discounts at the same time makeup should, and needs, to be replaced will be seen as convenient and difficult to turn down. Also twice a year will enforce a stronger brand loyalty to be built along with building a relationship between in store employees and customers. With the use of television, radio, and direct mail as a means of advertisement allows the target audience to feel informed and welcomed to the Appreciation day. With the actual use of event marketing brings MAC cosmetics into a “closing the deal” stage with consumers by being able to deliver them face to face with the message MAC desires them to have.
By creating an appreciation day through MAC cosmetics the following aspects that are important to the Hispanic American culture will be met Personal one on one time with an employee, no time restraints, no distractions which will allow any, and all, questions to be asked answered in confidential American Hispanic women who do have children are considered mothers first before anything. With advertisements portraying hard working Hispanic female celebrities with children such as Salma Hayek or Christina Aguilera, purchasing MAC cosmetics will be seen as a reward for being a mother, not a selfish purchase. Allowing a guest pass, mothers will be able to come with their daughters making it a family oriented event. By watching mother’s become supporters of the MAC brand, daughters will more often than not follow suit. Free make-up consultations will allow all females, young or old, the confidence to see how MAC cosmetics are properly used and deferring any doubt in consumer minds that they would be unable to use the cosmetics properly. Having fashion forward American Hispanic make-up artists delivering the makeup consultations will reinforce confidence in the consumers that MAC cosmetics are fashionable, classy, and have an interest in the American Hispanic culture. By creating a line of products named in Spanish designed specifically for American Hispanic consumers will allow that target audience to feel individualized and as a part of the MAC cosmetics brand. By allowing guest passes consumers will be allowed to bring family and friends making the experience a group activity. In hopes this will most likely result in larger purchases. American Hispanic women who do have children are mothers first before anything. With advertisements portraying hard working Hispanic female celebrities with children,