Reflections

I’ll divide my reflection into 2 parts, for subject and my teacher.

Reflection to ENG-380 English for International Trade:

At the first time that I saw this subject in list, I really wanted to take this course. Because of my minor subject, I thought this course is suitable for me lots. Surely, everybody who take this course expected to the content of subject and new teacher, me too. For the content of subject, I just expected to what is the real business world? and how can I use English professionally in business context? After I finished this course, I have known already that learning business management in English is more difficult than in Thai. However, learning in English, I got a lot of new knowledge and skills; for example I have known already what is the hardest to analyze business information in English; it’s really difficult for me. Because of vocabulary in business context, I didn’t sure what is the best word for each situation, but now I was practiced already because you gave us the big project to practice; I understood it now.

Reflection to my teacher:

I have not much to comment you because you’re a perfect teacher; this is the truth of my mind. You aren’t only the teacher who gives only lecture but you’re my supervisor, my advisor, my idol in business and teaching, and you’re my best memory of teacher at this university. I just wan to say; why we meet lately. This is the first and the last class that I can study with you; this is the sad story.

Lastly, for this blog, I did it my best now, but I believe that, later I can do it better.

The best memory!

Promotion strategy

M·A·C company regard as interesting case study of promotion strategy. M·A·C is one of few company that does not advertise because they do not believe that slogans are as explicit or as effective. They do not want to have to tell someone to buy their products. They also don't want to put a idealized corporate face on their product.

They don't wan to make a women feel like she has to buy this product. Toskan brings a fresh new commitment to the business of beauty.

"This industry has a history of digging into peoples pockets and taking advantage. I am interested in giving back to the consumer." Toskan said.

M·A·C Cosmetics also uses a word of mouth strategy. It only takes a few women to tell their friends how much they like a certain powder or certain lip gloss before they're all racing to the counters.

"You don't really have to spend on advertising, yet your products on everybody's lips."

M·A·C show the fact that if the product stay in quality, it’s not important to advertisement. This is the key word of M·A·C success. Although, M·A·C does not advertise at all, M·A·C has a great position on corporate and social responsibility. The public image of this business is supported, due to many different surroundings.

· M·A·C is "cruelty-free" and does not test its products on animals.
· They use simple black and white (recyclable) packaging and they encourage recycling with the "Back-to-Mac" campaign.

· M·A·C VIVA GLAM Lipstick or Lipglass, 100% of the selling price is donated to the M·A·C AIDS Fund that was established by M·A·C for supporting men, women, and children affected by HIV/AIDS globally.

These are the activities that M·A·C give back to social. Which these activities can support image of brand in positive definitely.

>>Key successful factors related to the product

--Multi-colour, Multi-choice--

The key successful factors of M·A·C cosmetics is the unique of product that is multi-colour. Outstanding of various shades is the cause to M·A·C is difference from other cosmetics brand. Firstly the objective of M·A·C was produced for makeup artist in fashion industry; then, because of quality and various colour of M·A·C product, make this brand is growing up continually in general women without investing for advertising.

>>Positioning/Unique selling point

As the founder of M·A·C, Toskan, has a concept to create every shade possible in order to offer a wide variety of shades for each individual. Moreover, M·A·C has philosophy is to create makeup for all ages, all races and all sexes. Therefore, M·A·C has to explore and produce the multicolour for serve diverse needs. As the result, M·A·C is the leader of colour in colour cosmetics absolutely.

Beside, high quality of product, over the last 10 years M·A·C also has 160 shades of lipsticks in 7 different finishes, 150 eye shadows and 60 blushes colour.

>>Branding

>>>For 21 years ago that M·A·C cosmetic can belong in cosmetics market.<<<

What are the factors to make this brand belong in customer heart?

--Brand Name--
M·A·C use a short name to make customer easy to memory and easy to word of mouth. But sometime, we will be confuse between M·A·C cosmetics and MAC. Macintosh computer; that is not problem for M·A·C cosmetics because M·A·C is not a product in mass market, but M·A·C is the brand that people who are satisfied in M·A·C product tell other to use this one also, as we call “word of mouth”.

--Professional makeup artist emotion--
When we talk about M·A·C, exactly we’ll be feel to professional of makeup. M·A·C doesn’t sell only quality of product but M·A·C also give emotional of expert in makeup. Even though, this is something which is intangible but feeling has influence over reason.





--Leader of trend--
As M·A·C be experienced in fashion industry for a long time, M·A·C try to speak out what be the leader of makeup and colour trend. So, customers believe that if they use M·A·C cosmetics, they’ll be updated and modern person.

>>Target group

Primarily, M·A·C was produced for professional makeup artist in fashion industry; the founder, Toskan and Angelo, they wanted to serve artist’s need. They tried to find colours to match every skin tone and colour. Afterward, M·A·C was popular in models, movie stars and celebrities broadly. However, M·A·C also realize about the individual style of each person; M·A·C would like to apply colour for general women.

From the beginning the brand has targeted the premium segments with its pricing. After Estee Lauder group administrated M·A·C, Estee Lauder still remain the old customer target and expand new target market to university students who are pretty rich, officer, celebrities and women who are about 20-40 years and that love exciting and colour of life.

>>Product lines

M·A·C products are similar to other cosmetics brand, but M·A·C pay attention to make up cosmetics, also known as color cosmetics in fashion industry, more than skin food. Thus, we can divide M·A·C product into 12 categories by type of using. Eyes, Lips, Face, Mineralize, Muti-Use, Prep+Prime, Skincare, Brushes, Nails, Fragrance, Kit essentials, and Accessories.

You can see M·A·C product line at http://www.maccosmetics.com/