A survey on M.A.C.

’s Brand Hierarchy

M.A. C’s cosmetics company is one of the leading cosmetics company in the World with

the most strategic and powerful brand hierarchy. The company consists of numerous branding

strategies such as product differentiation, pricing, and promotional strategies. Product

differentiation strategy is the leading branding strategy of M.A.C cosmetics. This strategy entails

development of different pigment blends aligned with the needs of customers in the international

market. The strategy also involves development of multiple pigment durability and viscosity to

satisfy its customers’ needs. Additionally, the company uses distinct packaging, limited edition

and produces long lasting as well as large product sizes. Pricing is the second branding strategy

in M.A.C cosmetics company. Under this strategy, the company takes consumer benefits as its

first priority rather than the cost of the product. It uses multi-segment pricing and focusses

mainly on the loyalty of its customers. The company also offers brand extensions and

complementary products to its customers. Third in line of M.A.C`s brand hierarchy are the

promotional strategies. The company offers free products for celebrities, professionals and

media. It also develops a platform of awareness and credibility for its products. M.A.C

Cosmetics is the leading cosmetics company in social media following the integration of its

brand website and social media platforms. The company markets its products on social media

platform such as Facebook, twitter, Instagram and others with objectives of ensuring effective

marketing communication and achieving its branding goals. To ensure effective marketing of its

products, M.A.C Cosmetics shares the content about its products through videos and images on

its website and social media platforms. Usually, the company promotes its latest products on

Facebook. The company has over 16 million followers and 16.2 million likes on Facebook,

(Delhi School of Internet Marketing).

A study on M.A.C.’s leadership reviews

M.A.C Cosmetics consists of over 10,000 employees of which its leadership team

obtained a "B" from the employees in the 212 ratings and was ranked in the top 35% compared

to other cosmetics companies of exactly the same size in United States. The rating was as a result

of evaluation of the executive team, manager and Chief Executive officer by 60 of their

subordinates through provision of employee feedback. The executive team was most ranked

highly by the African Americans in the company. The employees ranked the executive team with

an average score of 68 with the male employees rating it highly. The executive team was rated

highest with 87 by the Engineering department and lowest by the sales department. The

executive team leadership score was also as a result of the high ratings of the employees who

have worked for the company for less than 1 year. Managers obtained an average score of 72

from the employees with females contributing to the score because of their highest ratings. They

were rated highest by the engineering department and lowest by the sales department. Managers

were mainly ranked highly by the Asian Islander employees and employees who had worked for

the company for 2 to 5 years. The Chief executive officer of M.A.C Cosmetics, John Dempsey

obtained an average score of 72 from his employees with the male employees ranking him higher

compared to female employees. He was also rated highest by the Engineering department and

lo0west by the Sales department. John Dempsey was also rated highest by the employees who

had worked for the company for 1 year and below as well as the African Americans in M.A.C

Cosmetics. Some of the employees who have worked for the company for more than 8 years

have completely no complaints about the company and others consider it as a company which

takes individuality, feedback and personal growth as its first priority. Additionally, most of the

employees love their jobs in M.A.C Cosmetics because of the employee discounts, benefits and
compensation the company offers to them. However, some employees complain about the

excessive work load and the inability of the senior managers to openly guide their staff, (MAC

Cosmetics).

A study on how M.A. C’s strategy can affect the company’s success.

M.A.C Cosmetics consists of very strategic branding strategic and hierarchy that has greatly

contributed to its success. Maximum Utilization of social media platforms such as Facebook,

twitter, YouTube and Instagram by M.A.C Cosmetics to market its products has greatly helped

the company to deliver information about its products to the targeted market base that consumes

most of its products. Additionally, use of twitter marketing by the company has enabled it

broadcast its latest updates on its products across the web. The use of You Tube as a marketing

strategy has helped the company upload campaigning videos as well as its make up to the

targeted audience. The branding strategies used by M.A.C Cosmetics such as product

differentiation, pricing and promotional strategies have greatly influenced the successful status of

the company and attracted different market bases due to the fact that the company takes the

needs of its customers as its first priority. Additionally, offering of free products to celebrities,

media and professionals has attracted a certain socioeconomic class of people to buy the

company`s products hence widening the market base, (Ripsam and Bouquet).

Summary and Conclusion

M.A.C Cosmetics is the leading cosmetics company that produces different cosmetics

products. Becoming one of the world`s leading makeup company has not been an easy journey

for M.A.C Cosmetics as it has been a combination of collective efforts from the executive

management, the employees and its customers. This has entailed strategic planning for the
company and use of effective branding strategies such as social media marketing that have

helped the company reach its targeted audience. Additionally, considering customers` need and

benefits as the first priority as well as offering free products to celebrities has greatly helped the

company attract customers of different socioeconomic status. Leadership reviews of the leaders

of M.A.C Cosmetics company by their employees have helped leaders strengthen their

leadership skills as well as improving in their weaknesses that employees mostly complain about.

For the company to maintain its status as well as developing even to a more level, I have

recommended it to put more emphasis on listening to the complaints of its employees.

Recommendations

M.A.C Cosmetics company should maintain its branding and marketing strategie4s as

well as developing more effective ones to enable the company maintain its current status.

However, following the multiple complaints from M.A.C Cosmetics employees, I recommend

the company`s executive team to spare time and listen as well as communicating with their staff

and ensuring provision of effective and efficient leaders. The management of M.A.C Cosmetics

should also restructure its leadership strategies as well as apologizing for the numerous managers

and other leaders led without selfless leadership. Although the company mainly emphasizes

achievement of its set goals, it should not ignore moral in the process.
 Works Cited

Delhi School of Internet Marketing. [CASE STUDY]: How M.A.C Cosmetics became the

world’s leading Makeup Company? (2016). Available at https://dsim.in/blog/2016/12/15/case-

study-m-c-cosmetics-became-worlds-leading-makeup-company/

MAC Cosmetics. "Please read this if you are an executive-level leader for this company, or are

considering working here."(2018) Available at https://www.glassdoor.com/Reviews/Employee-

Review-MAC-Cosmetics-RVW20922266.htm

Ripsam, T and Bouquet, L. 10 Principles of Customer Strategy. (2016). Available at

https://www.strategy-business.com/article/10-Principles-of-Customer-Strategy?gko=083a5