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Market Target Segment

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Company: M.A.C Cosmetics

1. Which main market segment does the company target?
2. What is speical about this segement?
3. On what bases is this segement differentiated?
4. How does this segment score on the four criteria for effective targeting of market segements?

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Solution Summary

Which main market segment does the company target?

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The main market segment for MAC cosmetics have been male up artists. The special characteristic of this segment is that these target consumers, ie, make up artists, work with top models and actresses. MAC developed products that helped artists achieve the right look for stage lighting conditions. It is one of the few brands on the market which has colours to match every skin tone and colour.

Working on a simple all encompassing Brand Positioning of Makeup for All ages, all races, all sexes, its brand values project MAC Makeup as attitudinally hip, artfully irreverent, dedicated fully to the art of self-decoration and the ...

Solution provided by:
Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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