Analysis MAC Company&Product

Situational Analysis

Company Profile
M·A·C (Makeup Art Cosmetics) Cosmetics is recognized as one of the most revolutionary and influential companies in the global cosmetics industry. Founded in 1984 by Freddy Mac, to support the creative needs and high standards of professional makeup artists, today M·A·C stands at the epicenter of fashion, beauty and popular culture. The company's extraordinary ability to create innovative products and cultivate new markets has led to its unparalleled growth and expansion, with more than 750 locations in 48 countries around the world.
M.A.C was established in Toronto when makeup artist and photographer Frank Toskan and beauty salon owner Frank Angelo brainstormed a makeup line. Frustrated because of the lack of colours that would shoot well with photography, their aim was to develop a studio line makeup line that would fulfill their professional needs. M·A·C was homegrown in Canada - literally. The two entrepreneurs cooked up the cosmetics in their kitchen and sold them from the hair salon. Their first customers: fellow makeup artists, models, photographers. Then came stylists and editors. With every colour, and every magazine credit, word-of-mouth popularity grew.
In 1994, as AIDS spread across the globe, M·A·C's co-founders searched for a way to respond to the epidemic. Encouraged by input from employees, they decided to make HIV/AIDS organizations the beneficiaries of the company's charitable focus: the M·A·C AIDS Fund was born. To date, through various fundraising initiatives such as VIVA GLAM, "Kids Helping Kids Greeting Cards" and the "M·A·C Deck of Cards," and with the help of celebrity spokespeople from the entertainment and fashion industries, the M·A·C AIDS Fund to date has raised more than $32 million.

SWOT Analysis
M.A.C is well known as a big cosmetic company in the world. Every company has their own strength and weakness. Strength able to cover the weakness, so it will minimize the bad things in a company.
- Strength : many variation of colour, it is safe for any types of skin, aller
tested, and many types of make up.
- Weakness : expensive to buy because its quality and cannot reach all market
segments because we have high image and brand.

M.A.C also have an opportunity and threats. It is comes from outside the company.

- Opportunity : M.A.C use high technology, employees are expert in cosmetic
industry, and can reach the target market in many country around the world.
- Threats : There are so many competitors which has high quality and lower price.
This is some threats which will make our customer not interest
anymore and trying other brand.
Mondschein Public Relations Consultant

Mondschein PR Consultant was established in September, 2000. Mondschein means crescent (bulan sabit) in English. Word ‘Mondschein’ is comes from Germany. We have chosen this name because we believe that our PR Consultant able to brighten our client’s problem, same like a moon can light the darkness.
Our office center is located in Kemang and we have two branch offices which located in Tebet and Kelapa Gading. Our main purpose is to provide the high quality services with the amount of budget which wanted by our client. We have a vision that always give us a spirit to achieve the goals, which is to be the best PR Consultant in our field. This is not only a theory, but we always make this vision to be real. Our missions are always provide customer’s need, (menjunjung tinggi ontime), and keep the high quality of our services.
As a PR Consultant, we have lots of clients which we have handled recently. Some client wanted us to launch their new product so public will recognize the product and use it immediately. Cadbury has launched their product which called Cadbury Banana Flavoured. They were used us as their PR Consultant to launch their product to the public. Another example is when Indomie with pizza flavoured asked our company to launched their product. It was held on June 2004 at Grand Kemang Ballroom. We always give the best quality and satisfy our customer with our services. Mondschein has a very good team work to do some activities which customer has given to us.
We believe that all we have done always satisfy the customer because we always learn more and accept the suggestions and critic from our customer.

Situation Analysis
Product Characteristics
Second Skin for Make Up have special characteristics which is make it different from another product . This product has an advantage which make us believe that we will satisfy our customers. The advantages are simple , modern , sophisticated and supported by high technology from USA. Beside the advantages, this product have a benefit which is easy to use , we can use it at anytime in the short time, so the customers will get what they want in easy way.
Nowadays, women are busy and they are mobile , this product will make them easier to use make up in the short time. So, with this product , make up does not being something difficult for women. In other hand, woman who use this will get the perfect make up like they want because we guarantee this product’s result is perfect in the color , fit with the shape of face, because when people buy this product , their face will be measured , starts with the length and width of the face , to the tipes of skin , the color of face , the shape of nose, lips, eyes, forehead, eyebrow, eyelashes , cheek , and chin. This step is to fullfil the passion of every women to look beautiful and great. The product fit with face , made of plastics mix with elastic rubber , it is connected with the wire to the special machine that we will get if we buy the product.
There are two machines, the main machine is use for all the options that customer can do to make-up their face, such as to pick the color based on what the customer wants. The other machine is use for put and connect the make-up, such as foundation, eye shadow, eye brow pencil, eye liner, shimmer, blush on, lipstick and another stuffs of makeup to the the face. So, if the one of the make-up is out of stock, the customer able to refill and put it in the machine.
Situation Analysis
Product Characteristics
Second Skin for Make Up have special characteristics which is make it different from another product . This product has an advantage which make us believe that we will satisfy our customers. The advantages are simple , modern , sophisticated and supported by high technology from USA. Beside the advantages, this product have a benefit which is easy to use , we can use it at anytime in the short time, so the customers will get what they want in easy way.
Nowadays, women are busy and they are mobile , this product will make them easier to use make up in the short time. So, with this product , make up does not being something difficult for women. In other hand, woman who use this will get the perfect make up like they want because we guarantee this product’s result is perfect in the color , fit with the shape of face, because when people buy this product , their face will be measured , starts with the length and width of the face , to the tipes of skin , the color of face , the shape of nose, lips, eyes, forehead, eyebrow, eyelashes , cheek , and chin. This step is to fullfil the passion of every women to look beautiful and great. The product fit with face , made of plastics mix with elastic rubber , it is connected with the wire to the special machine that we will get if we buy the product.
There are two machines, the main machine is use for all the options that customer can do to make-up their face, such as to pick the color based on what the customer wants. The other machine is use for put and connect the make-up, such as foundation, eye shadow, eye brow pencil, eye liner, shimmer, blush on, lipstick and another stuffs of makeup to the the face. So, if the one of the make-up is out of stock, the customer able to refill and put it in the machine.


BUDGET

Guest 100 people + 20 unexpected guest
- Place (Ballroom Hotel Sultan Jakarta) : Rp.100.000.000
- Food and Beverage : Rp. 40.000.000
Afternoon Tea
(bread, sushi, cake, croissant, pie, dips, fruits, tea, coffee)
- Artist (Rossa) : Rp. 35.000.000
- Dr. Adhi Djuanda SpKK : Rp. 5.000.000
- Marsha Timoty (Icon of Mac) : Rp. 20.000.000
- Goody Bag 120 piece : Rp. 6.000.000
(notes, pen, catalogue, questionnaire, rundown,
lipgloss not for sale)
- Sound and Equipment : Rp. 25.000.000
(mic 4, monitor, band equipment)
(chair, stage, desk, guest book, stationaries)
- Decoration : Rp. 20.000.000
- MC (Thalia Jessica) : -
- Invitation Card (120 piece) : Rp. 2.400.000 +
: Rp.253.400.000
- Miscellenous Expense : Rp. 20.000.000 +
: Rp.273.400.000
- Fee 20% (comission based) : Rp. 54.680.000 +
Total : Rp.328.080.000
Budget from MAC – Total from PR consultant = Rest
Rp. 500.000.000 – Rp. 328.080.000 = Rp. 171.920.000




Program Information

Title : Shine and Glamour with Venner
Place : Ballroom Hotel Sultan Jakarta
Date : Saturday, 12 July 2008
Time : 4.30 pm until 6.30 pm (afternoon tea)
Reasons : with this event we expect that our product can be known by many people
especially for those who concern in beauty.


PRESS KIT
PROGRAM RUNDOWN
3.00 pm – 4.00 pm : Preparation for event
4.30 pm – 4.40 pm : - Opening by MC
- Greeting from Owner MAC
4.40 pm – 5.00 pm : - Explain the point of view of product launching
- Slide show of MAC’s company profile and about second skin of
face make up
5.00 pm – 5.45 pm : - Dr Adhi Djuanda, SpKK will explain about skin
Question and answer of Dr Adhi Djuanda’s explanation
- Marsha Timothy will explain about how to look beauty and
present the new product of MAC’s
Question and answer of Marsha Timothy’s expalination
5.45 pm – 6.15 pm : - Afternoon tea
- Rossa perfom and the show
6.15 pm – 6.30 pm : Closing Event
NEWS FROM PT.MAC INDONESIA
PRESS RELEASE
MAC LAUNCHES VENEER, SECOND SKIN OF MAKE UP FOR WOMAN

PT.MAC Indonesia will make a product launching for their new product, named Veneer, second skin of face make – up for woman. It will be held at Ballroom Sultan Hotel Jakarta on Sunday, 12 july 2008. The product launching will start at 4.30 pm until 6.30 pm.
Larasya Annielsi as a president of PT.MAC Indonesia said, ‘ we are now in globalization era, of course we don’t have much time to take care of our self’. She added, ‘PT.MAC Indonesia are really know about what woman needs, so we proudly present Veneer, second skin of face make – up for woman. It is fast, easy to used and safe for woman skin face’.
This event also invite Marsha Timothy as the icon of MAC Indonesia. She will explain everything about great feature, advantages, and benefit of the product. To make the customer believe about Veneer is safe for skin face, MAC Indonesia also invite Dr.Adhi Djuanda, SpKK as specialist skin care. Veneer as a second skin of face make – up for woman is suitable for those who follow the fashion trend of make – up.
MAC was established in Toronto 1984. MAC is one of the best make – up for fashion show. The fashion show usually using MAC for the best touch up finishing. As we can see MAC well known in Fashion TV.
ENDS

Yuanita Kurnia Endah, Press Officer
PT. MAC Indonesia
(021) 55777788

For further information please call :
Pingkan Putripradita Tel: (021) 55777788
Marketing Manager Fax: (021) 5577799
PT. MAC Indonesia
Sudirman Tower, lantai 6
Mega Kuningan
Jakarta Pusat
Indonesia



At this press conference we will give information about our company to the press. We want to tell the press about the whole aspect of MAC, so we will give them a press kit that contain company profile of MAC and also information about Veneer which we launched at this event.
We will give goody bag to the guest. We will not let the guest go home without bring anything. We prepared goody bag for souvenir that we hope will impress the guest. Inside goody bag, we give lip gloss for woman from MAC, in purpose to let guest try MAC’s outstanding product. We also give notes, pen, questioner and catalogue of MAC’s product.