A marketing plan for Viva Glam by MAC Cosmetics

• Main Authors: Arnaldo, Joanne P., Reyes, Erika Louise V., Vergara, Vanessa Marie SC.
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: MAC Cosmetics > Marketing; Advertising—Cosmetics; Advertising and Promotion Management; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/5528
• Institution: De La Salle University

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.