Icm Plan Mac Cosmetics

IMC plan

M.A.C. Cosmetics

Pantea Keshavarzi - 667343

Rodula Telakis - 666733

Sylwia Tokarczyk - 666917

Francesca Tedeschini - 670074

Hilde Hartmans - 666895

Content

Executive summary 3

Company and brand 4-7

Brief description 4,5

Business portfolio 5,6

Brand description and situation within the product portfolio 7

Positioning 7

Strategic goals 7

Media plan 8-23

Communication goals 8

Target profile 8

Media selection 9

Media vehicles selection 9

Coverage and frequency 9,10

Schedule and budget 10-12

Choose an advertising agency 12,13

Brand personality analysis 13,14

Creative trend 14,15

Message structure 16-19

Leverage point

Executional framework

Appeal

Slogan

Trade promotions and fairs 19-23

Evaluation system 23

References 24

Executive summary

For already 27 years M.A.C. Cosmetics satisfies make-up artists and cosmetic devotees with their innovative, high quality and professional make-up and all their other products. M.A.C. has got a trendsetting and fashion forward image, in order to sustain and communicate these key qualities M.A.C.’s integrated marketing communication strategy has to reflect those qualities to a greater degree by means of introducing a new innovative product. By doing this they keep following their aims, to consistently deliver trusted creativity and staying ahead of fashion and trends, and because of that also stay ahead of her competitors. To introduce the new product we use a new but still recognisable way to advertise. With an improved integrated marketing communication plan M.A.C. Cosmetics will remain as successful and unique as it currently is.

Company and Brand

Brief Description

M.A.C Cosmetics was founded in 1985 by Frank Toskan and Frank Angelo in Toronto, Canada. The goal of the business partners was to create...