Jeevan Cheema
Collaborative Industry Project
MAC Cosmetics Application
Collaborating with MAC Cosmetics was an insightful experience, as this was my first time working on an industry based project. MAC, has an objective to build awareness and emphasise their concept of story-telling, especially through their strong heritage of supporting campaigns such as VIVA Glam, to fund a donation towards combating HIV/AIDS.
I decided to build an application for MAC Cosmetics (a walk-through is provided below) as this was to provide users with a seamless experience. On the application they could purchase new products, 'try on looks', pick up items in-store (to encourage consumers, to go into an in-store environment) and finally book in with a MAC make-up artist.
During this module I emphasised my skills in: Marketing and Branding
I decided to build an application for MAC Cosmetics (a walk-through is provided below) as this was to provide users with a seamless experience. On the application they could purchase new products, 'try on looks', pick up items in-store (to encourage consumers, to go into an in-store environment) and finally book in with a MAC make-up artist.
During this module I emphasised my skills in: Marketing and Branding
Exploring Brands
In further detail to expand my knowledge on MAC, I have explained the essence and cultural DNA of MAC Cosmetics by exploring their main way of communicating through conducting a 'Brand Onion.' This explains the purpose of the brand, and how customers view the personal touch-points.
Business Theory: Kapferer
Kapferer, focuses on the more personal qualities of a brand. This almost provides a brand with 'human qualities', to link brands with being understanding to their consumers, this is seen within the 'personality and culture' section below.
Understanding Competitors
Regardless of the industry, it is always crucial to consider competitors. This is due to the fact they are seen as a threat to your company, and need to understand their strategy in order to remain unique and further emphasise a personal 'USP'.
For MAC, I evaluated the beauty industry and placed details of top end brands in comparison to low quality brands, to provide an industry sized comparison.
For MAC, I evaluated the beauty industry and placed details of top end brands in comparison to low quality brands, to provide an industry sized comparison.