Friday 25 November 2016

Nars and Mac - Marketing Strategies

NARS and MAC - Marketing Strategies









The Marketing Mix 


Image result for marketing mix



"Marketing is a tactical toolkit of the marketing programme; product , place/distribution, promotion , price and people variables that an organisation can control in order to appeal to the target market and facililitate statisfying exchange". ( MarketingConcepts and strategies, 7th Edt, Ferell and Dibb).

The marketing mix consists of four major components,product,place, promotion and price. These variables are called the marketing mix beacuse the marketing manager decides which type of component to use and in what amount, This mix maintains and statifies consumers needs for a general product type. In this blog all components which will discussed in a wide scale giving a better understanding of how a company/organisation is maintained and gained profitably by their products and personnel relations within the industry. These variables are seen as contollable as they change but they are limited to being changed depending on the government regulations , economic conditions as prices adjust daily. They change in sized, shapes , colours and designs therefore promotional campaigns and methods are used to distribute products.


PRODUCT

"Product is a variable of the marketing mix that deals with researching consumers product wants and designing a product with the desired characteristics". (MarketingConcepts and strategies, 7th Edt, Ferell and Dibb).


So, we all like cosmetics whether it’s a specific brand or the brand that’s people are into at the time either it’s recommended through an individual or it’s highly advertised on social media. Everyone has their own preferences to what they want to purchase could be anything from a foundation to a lip liner. I will be discussing two brands, MAC and Nars. This blog will look at the marketing differences of the two brands. This will include certain aspects of the marketing mix and show how the brands differentiate from one another. I will also include my own personal experience with one of the brands I had. All brands stand out from one another in their own way what intriguing is that how brands target their audience to purchase their products. When people buy products they either are willing to take that risk to purchase product or products from a brand they’ve have never heard of before, word of mouth or highly spoken about on a social media platform so in other words it’s a hit and miss, a hit if the product is good or a miss if the product didn’t live up to the individuals expectation. The blog will give you an insight of the positives and negatives of each brand stating facts and some reviews from highly known bloggers with a contrast of other brands that certain marketing aspects relate to.

        (courtesy of google images)

Any brand in the market has a marketing mix which is followed through to attract audience to become customers of the brand itself. All brands are known for certain products for example Nike, a tick, Coke for the red and black logo. Each brand produces a product to target audience which allows them to attract attention to the brand then results in for the audience to become consumers of the brand which can follow a trend of repeat business and revenue. But first, let talk about Nars , a French cosmetic brand that is known for its makeup and skin care founded by a makeup artist which is also a photographer known as Francois Nars. Nars brand itself sets out to be very bold and elegant using black as the main background colour, on top having a very simple but a statement font in  white as some letters are overlapping each other to create a statement look making itself different from other brands such as benefit cosmetics, urban decay and mac, these types of brands use bold or bright colours to gain attention whereas Nars sets out to give a unique and classy image as a brand. Nars products entail foundation, eye shadows, lipsticks, lip glosses, blushers they have all products to accommodate all needs for customers. Taking some products as an example is foundation they do two types. Sheer Glow foundation and the second one is all day luminous weightless foundation. 



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Products have a life cycle, they go through 4 stages; first stage , this stage is "introduction" introducing the product's first appearance in the marketplace , before any sales or profits have been made. second stage is "growth", this is the stage which the product sales rise rapidly and profits reach a peak, before levelling off into maturity. The third stage is however " maturity" which products sales curve peaks and starts to decline and profits continue to decline. Lastly, "decline" is when the products life cycle during which sales fall rapidly. ((MarketingConcepts and strategies, 7th Edt, Ferell and Dibb).


The sheer glow foundation is a 30ml glass bottle which comes in 12 shades accommodating to all races the foundation comes without a pump which could result in too much content pouring out of the bottle, but you can purchase a pump separately depending on the customer the foundation pump retails at £4.00. Sheer glow is meant to give an individual “A glowing, natural radiant finish foundation with sheer and buildable coverage that immaculately evens skin tone”. It retails at £31.00 with 14 days refund if the product has not been used and opened. Kiran Khan known to be famously known on Youtube for her makeup tutorial has discussed her views on the sheer glow foundation click on link https://www.youtube.com/watch?v=eA8CzVWb-Js










(courtesy of Narscosmetics.com)
The other foundation called the all-day luminous weightless foundation is featured in a glass matte bottle which comes with a foundation pump already inserted. It also comes in 12 shades. All day luminous is all day natural looking foundation delivering up to 16 hours to wear. Retailing at £32.00 with 14 days refund policy. 




















Nars have delivered there products in a way that  they stand out to there target audience from young to mature adults. There packaging and quality is reliably high which gains there customers trust by providing great quality products in return they get loyalty and recommendations from their customers. They have two best sellers which I've mentioned and since Mr Nars set out on his business venture in 1994 he has maintained his products consistently delivering the quality, features , quantity and service to his customers by reviewing the feedback he gains from all platforms.


PRICE


"Price relates to activities associated with establishing pricing policies and and determining product prices." (MarketingConcepts and strategies, 7th Edt, Ferell and Dibb).




Pricing of Nars products would have the balance of being reasonable to pricey for the quality of the products are on the market as the makeup industry is very competitive, all competitors have to remain in balance for their products. For example Nars creamy concealer is £22.00 in contrast Maybelline l fit me concealer is retailed at £8.99 there is a huge gap in price due to being a high street retailer to a premium retailer. Prices vary as the quality and consistency of the products, Nars also offers 14 day return policy and seasonal discounts throughout the year.
Nars are known as a prestige brand that they do not use there platform to advertise on TV. Francois has been a makeup artist for catwalks and fashion shows that his products are frequently used in his makeup kit and other makeup artists known around the world. Nars have already established a platform for themselves  in the makeup industry that they feel they should utilise their time and cost on improving the brands products rather than advertisement as the brand is constantly making revenue and gaining sponsorship's for example vogue photoshoots and catwalks. They also promote themselves through media by attending makeup launch parties which in return gives them access to public relations. In any industry it’s all give and take, If you receive promotions and in return gain business then utilise it on many platforms with the right products and audience the repeat cycle of maintaining public relations gets recognised widely either within the industry or out.


There is an aspect that suffers the marketing mix which is "price discrimination". This is defined " A policy in which different prices are charged in order to give a particular group of buyers a competitive edge". ( Simkin and Ferrell, 7th Edt, Marketing Concepts and Strategies). This occurs in different prices being charged to different buyers . This can be seen as illegal in the European Union due to differentiation in prices in market segmentation. Markets segments perceive the value of a particular product differently depending on the product's importance. Price discrimination can also be used to modify demand patterns, goods and inventories in particular markets. Certain similiar products are charged higher in bulk than other competitors due to the trendy and widely known brands in the makeup industry due to the popularity and favouritism as personnel relationships are maintained.

However my from my personal experience I have been a loyal customer to Nars, when I purchased my first product from the brand which was the sheer glow foundation I wasn’t that impressed as its suppose to give you that dewy – glowy natural look and the product didn’t deliver it was a disappointment however I decided to give them another chance by purchasing the creamy concealer in the shade vanilla as the one of the advisers recommended me the shade as im in between of being fair and ivory so I purchased the concealer tried it on a few times felt that my under eyes and areas I concealed made me look darker but I mixed another concealer from a different drugstore brand to give me  the balance of the colour I was initially looking for. The consistency of the product made me return as a customer so again I went back and took advise off another makeup consultant but this time I purchased the all-day luminous weightless foundation and I have never looked back since. I have purchased atleast 3 or 4 bottles and I highly recommend this foundation to anyone as its made to wear all day and sits very smoothly on the skin. I have not purchased a drugstore foundation for atleast 3 years as I always go back to Nars.    

(Courtesy of google images)

One of my favourite bloggers ,HudaBeauty last year put up a video on youtube doing a review on the foundation even she loved it https://www.youtube.com/watch?v



PROMOTION


"Marketing communications used to inform one or more groups of people about an organisation and it's products and to maintain an ongoing relationship".(MarketingConcepts and strategies, 7th Edt, Ferell and Dibb).




In contrast to Nars, there are other brands that adapt the marketing mix by introducing elements of the mix to their brand for example MAC, a worldwide Canadian brand which originally stands for Makeup Art Cosmetics set up by a salon owner and photographer. They set out to expand their high end brand which resulted in opening over a 100 stores around the world, hiring over 15,000 makeup artists. MAC have brought out products that would meet the same needs as Nars but their approach to the products is different as in the sense of they have a larger range of products and it is more spoken about worldwide and has expanded due to word of mouth. These products are known to be versatile in others they have seasonal and exclusive collections throughout the year, they have collaborated with various celebrities for example Nicki Minaj, Mariah Carey, Selena and Rihanna. Also in seasons like Christmas they have collaborated Mariah Carey for the Christmas Collection 2016. All makeup brands promote their own range whether its makeup palettes or one lipstick. Mac is famously known for their bright colours but are also neutral using natural colours to compliment all different races. They accommodate anything from a lip liner to makeup brushes.















 Majority of freelance make-up artists use MAC products as they known to be luxurious, great quality and very long lasting.MAC products are retailed from £13.00 ranging to £55.00. There price range is similar to Nars but MAC is seen to have more variety of products on a bigger scale compared to Nars as it’s a high end brand as its used worldwide for all uses. Mac have produced a product a foundation for full face and body whereas Nars has not introduced any type of product that can be used on the full body. Mac having this incentive has gained a lot of audience as some make-up artists are known to do special effects makeup or contemporary makeup in the industry. In contrast this could be debatable are Nars is continuously developing their products to gain higher quality whereas MAC gain focus mainly attention on their eye shadows and the quality could be decreased.





                                                (Courtesy of Maccosmetics.co.uk)

MAC is advertised to be targeted at a young audience due to the various colours of products and also co-ordinated with certain collections they have and been produced in the past. They have used their platform to gain recognition by accepting transgender community by collaborating with Caitlyn Jenner to show that all types of people are welcome to use their brand and products.
Mac is a high end retailer brand that everyone has access to whereas Nars is highly spoken of but certain companies stock their products such as House of Frasers and Selfridges whereas MAC is available in shopping centres, individual shops and certain airports. Both brands are promoted in similar ways, in the link provided https://www.youtube.com/watch?v=31PAFLGOkGE Mac advertises through the use of Youtube a media platform where over thousands of people watch all kinds of videos regarding certain industries. Nars promoted there number one best seller blusher called ‘orgasm’ using the platform to promote there products as MAC did, but people have known to see Nars in magazines, catwalks and online blogs , this advert shows how short and premium it is to look https://www.youtube.com/watch?v=D-YwObywAYU

 (Courtesy of Narscosmetics.com)





PLACE/DISTRIBUTION

Place is one of the important variable in the mix that deals with "making products available , perhaps through multiple channels, in the quantities desired to customers while keeping the total inventory, transport and storage costs as low as possible". (MarketingConcepts and strategies, 7th Edt, Ferell and Dibb).

To statisfy customers, products must be available at the right time and in a convient location. When it comes to dealing with a place, the marketing manager seeks to make products available in quantities deired to as many intended customers as possible but keeping in mind the total inventory, transport and storage costs minimum as possible. This is becomes getting involved in wholesalers, retailers and dealers establishing and maintaining procedures and developing storage sytems with help of transport as multiple organisations distribute their products in multiple channels . 

Nars and Mac have support of retailers and concessions helping them distrubute their products such as Selfridges, House of Frasers, SpaceNK and John Lewis.


Related imageImage result for house of frasers and selfridges
                                  

                                                           (Courtesy of Google Images)






                                           In Conclusion....



In conclusion, Nars and MAC are both high end brands that use the marketing mix to approach the target market. This gains customer’s attention by utilising the mix of price, promotion, place and product. Both brands have a target audience and have social media platforms which gives consumers the opportunity to keep on latest products and services they offer. MAC and NARS both are highly involved in the make-up industry by taking part in organisations that assist catwalk and fashion shows. They are also involved with celebrities for ad campaigns and adverts by promoting there products for a good cause or awareness. However, their price ranges depending on the quality and consistency of the product which gives them an insight of what sells and what doesn’t, giving them time to develop other products and making them better for the market to purchase. Marketing mix is a mix of concepts that attracts the customers to buy in to the brand and take the risk to invest there money in a brand they haven’t heard of or they have been recommended by word of mouth. They can either like it or be disappointment as reputation and repeat business is through promotion and product.