Viva Glam Marketing Strategy
M.A.C. Aids Fund: Viva Glam Campaign’s Objectives: 1. It is to raise funds for the victims of HIV/AIDS by selling products from M.A.C. Viva Glam. 2. It is to help women, men and children living with and affected by HIV/AIDS by educating them with wide range of services. 3. It is build up to support people who are living with HIV/AIDS. Evaluation of Objectives The first and main objective of the campaign is to raise funds for the victims of HIV/AIDS by selling the M.A.C. Viva Glam Lipsticks and Lipglasses. Over the years until current, they have raised more than $200 million through the sales of its Viva Glam Lipsticks and Lipglasses. M.A.C. offers the 100 percent giving model that underwrites the costs of making …show more content…
AIDS Fund: Viva Glam Campaign’s main target market is definitely females. M.A.C. is a cosmetic company that sells makeup and other beauty products that are mostly used by women. Demographically, they target females aged between 14 to 50 years old. Females are segmented into groups such as teenagers, college students, young working women, mothers and generally women. M.A.C. makes sure that they sell the Viva Glam at an affordable price so everybody with or without an income can afford to purchase. Youths are to be the most targeted because they are capable of purchasing the Viva Glam product and to be involve in supporting a good cause. Behaviourally, they are more aware of current social problems and want to make a change for the world by contributing in terms of purchasing a lipstick or a lip glass from M.A.C. With high social media and Internet usage by the youth, it makes the job easier for M.A.C. to promote about the campaign. They are highly active in social networking platforms such as Facebook, Instagram, Twitter and even their own website (http://www.macaidsfund.org/). Once the advertisements and promotions are done in the Net, it automatically targets the market globally. Geographically, the campaign targets market from Asia, the U.S., the U.K., and countries that have high percentage of HIV/AIDS
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