International IMC Plan for MAC Cosmetics to Hispanic Americans

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International IMC Plan for MAC Cosmetics to
Hispanic Americans
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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
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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, CoverGirl,
MaxFactor, and LOreal 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 LOreal, 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. CoverGirl
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 Citys 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.
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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
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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 artists cosmetics to be in
your own home, may come off intimidating to those
who arent 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
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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
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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. 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 customers 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 10discount price to the female
being assisted.
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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.
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• 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 and 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 mothers 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,

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• Thank You!