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MAC LTD and the Strategic Launch of their Internet Site
MAC Ltd is faced with a crucial decision and a strategic move looms in the future that can have a deep effect on sales and the brand image of the company. With the growing trend of the internet MAC is ready to launch a website as an extension of their brand and to support their products, but there are many underlying issues that must be analyzed to ensure the best strategy is implemented.
Transition from Offline to Online
In making this transition from offline to online, everything should be seamless and the brand image, corporate culture, etc should be portrayed through the website. That is one of the advantages the web offers; it offers an opportunity for MAC to portray their vibrant brand image if the right strategic decision in regards to the launch is made.
It is important to have a good understanding of the brand image and the corporate culture of MAC to ensure the most important aspects of the brand are portrayed through the website. MAC did not advertise, do gift with purchase or promote. They used their brand to create awareness for many social issues such as Aids and the environment. They let their product do the talking through the professional makeup artist market, which viewed MAC as a unique, vibrant brand. This original positioning created a lot of media attention and a demand for everyday retail consumers who wanted the hip, edgy product that MAC offered. In 1999 27% of sales were from professional artists, 23% from the professional industry and the remaining 50% was from retail customers, primarily younger women looking for a unique look.
MAC was currently deali ...