Mac cosmetics case study

This report is utilized for a range of strategic purposes, including benchmarking, due diligence, cost cutting, planning, evaluating opportunities, forecasting, Read More Category Packaging Opportunities: Make-Up, explores new packaging formats and value-added features in the make-up category, using examples from GlobalData's Pack-Track innovation tool.

Mac cosmetics case study

Cosmetics And Skin Care January 01, By Joseph O'Reilly No tags available Cosmetics and skin care manufacturers look in the corporate mirror and smooth logistics and supply chain wrinkles.

Consumer appeal ultimately lies in the eye of the beholder. But when discretionary shoppers can't find L'Oreal's Colour Riche lipstick in Brazil Nut, or Vive Pro daily thickening shampoo for men, all eyes focus on the supply chain.

Beauty-care consumers have specific wants, and manufacturers and retailers are obliged to ensure the desired products are on the shelf. Brand recognition turns heads, but efficient supply chain management seals the Mac cosmetics case study.

For Burt's Bees, a niche, all-natural skin care products producer, the company's ethos and product appeal depend on equal acceptance from the consumer. Achieving this goal requires publicizing the merits of sustainable sourcing, educating consumers on the value of all-natural ingredients, and having inventory in place to lure shoppers into buying.

Mac cosmetics case study

For both L'Oreal and Burt's Bees, and the health and beauty care industry at large, marketing and logistics play an uneasy game of give and take.

Shelf presence and off-the-shelf transportation management solutions are hot commodities. Manufacturers and retailers together rely on demand sensitivity to keep pace with the latest sensitive skin care lotion to hit the market.

But unique unit packaging collides with uniform loads; and capturing both the consumer's eye and point-of-sale signals compete for undivided attention.

Inside the carton, out on the truck, or above in the corporate ether of sustainable stewardship, these demand- and supply-side functions have a stake—each with its own pull.

Much like the consumers who buy into their sell, personal care product manufacturers are taking a reflexive look in the mirror—then applying logistics and supply chain management salves to manage the fickle tendencies of American beauty.

Beyond Cosmetic Concerns Integrating Marketing and Supply Chain One unique aspect of the health and beauty products industry is the synergy that exists between supply chain and marketing. Who knows the consumer better: Friction between marketing and physical flow can present a challenge. On one side, shelf presence and packaging are at a premium, encouraging individuality and different product shapes and sizes.

On the supply side, carton, pallet, and cube standardization is a priority. Properly communicating marketing and sales efforts to back-end logistics functions, and vice versa, is important. Real-time data and key performance indicators need to flow from point of sale so that production and logistics can ramp up or scale down inventory according to demand.

Marketing and sales can similarly leverage inventory information to discount and liquidate under-performing SKUs and reduce carrying costs for obsolete product. No matter how you dress forecasting, it's still a guessing game.

Measuring consumer behavior helps predict demand, but product placement and availability also engage the customer's senses and trigger spot consumption. Maintaining open avenues of communication between internal departments helps increase flexibility and responsiveness.


Managing Multi-Channel Fulfillment Health and beauty care products are sold into a variety of different retail streams, each with its own wrinkles. L'Oreal, for example, targets four markets: Burt's Bees sells to mass merchandisers and department stores, smaller specialty stores, and to consumers directly via the Web.

Success is contingent on understanding the end customer's tastes, as well as working within the retail customer's boundaries. Chain drug stores with a specific shelf presence may fold a manufacturer's brand into their own store line.

For example, Burt's Bees' new oral care product is displayed with toothpaste and other like products. But in a specialty store, its product line may be featured in its distinctive "hive" display cases. Conversely, selling to online customers demands entirely different marketing tools and packaging requirements."Mac Cosmetics Case Study" Essays and Research Papers Mac Cosmetics Case Study MAC (Makeup Art Cosmetics) is originally a Canadian company that have been operating for more than 20 years and it has already penetrate to many countries all around the world, in the North and South America at most.

Estée Lauder brand, Mac cosmetics, recently released news of their new loyalty program, MAC Select. The program, for online shoppers, features three tiers.

Each tier has a selection of distinct privileges. View Essay - SWOT Analysis of MAC Cosmetics from MGT FI at Ashford University.

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I was. In search of supply, de la Mota typed “MAC cosmetics” into a search engine. She found a Chinese sourcing website and a husband-and-wife team in that country eager to do business.

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Mac cosmetics case study
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