Mac Cosmetics

SEGMENTATION:

• How does your selection segment its market? On what basis?

MAC segments its market according to gender, attitudes, lifestyle, brand loyalty, and price sensitivity. Age is a factor in terms of the fun, fresh, continually innovative colors that MAC uses.

TARGETTING:

• Who is the main target?

The main target market for MAC Cosmetics is women, although some specific products are targeted to the male consumer. Geography is not an issue for MAC cosmetics because the brand is marketed worldwide, and makes products for different skin colors. MAC Cosmetics are marketed to a consumer who is not necessarily price sensitive but who cares more about perceived quality and value. Also, the target market cares about branding. The lifestyle issues are important, too, as the main target market is going to exclude women in rural regions, focusing more on working professionals mainly in urban and suburban lifestyles....
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