A marketing plan for Viva Glam by MAC Cosmetics

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Marketing Management

Subject Categories

Advertising and Promotion Management | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

From the covers of high-fashion magazines to the typical modern girl, MAC Cosmetics has become one of the leading premium cosmetic brands in the world today. In addition to being known as a high-end cosmetics brand, the company has taken part in social corporate responsibility through the Viva Glam Collection. Since the inception of the Viva Glam Campaign in 1994, MAC Cosmetics has helped in promoting awareness for AIDS and supported men, women and children living with HIV through the MAC AIDS Fund.

This marketing plan aims to promote Viva Glam and reinforce the importance of the campaign in the Philippines. Advertising programs such as in store promotions and retail events will allow the consumers to get a better understanding of the cause. On the other hand, to boost the sales of Viva Glam, programs to strengthen consumer loyalty and unique packages for special occasions like Mother's Day and Christmas will be applied. Also, sales incentives will be given to the make-up artists to induce motivation. Furthermore, public relation strategies will create a positive outlook of the industry towards Viva Glam. Two of the major events recommended are MAC Gives Back and Viva Glam Ball. Although Viva Glam is tied up with a local organization, Positive Action Foundation Philippine Incorporated (PAFPI), there are no concrete programs. MAC Gives Back will allow the MAC Cosmetics team and selected personalities from the industry to experience first-hand how the Viva Glam campaign can help those with AIDS. The Viva Glam Ball on the other hand is a celebration of the campaign's accomplishments. These programs are expected to increase awareness of Viva Glam by 60% and sales by 50% for the next fiscal year.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU020439

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.

Keywords

MAC Cosmetics--Marketing; Advertising—Cosmetics

Embargo Period

5-3-2021

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