Global Brand Analysis

GLOBAL BRAND ANALYSIS:
1. INTRODUCTION: (approx. 200 words)
This section should discuss a background into the global brand (MAC Cosmetics) under analyses.
It should include critical discussion of the global brand’s (MAC Cosmetics) 4 Ps, and the evolution
of branding elements (i.e. logos, colours, symbols, slogans, etc.)
2. S.T.P. METHODOLOGY:
 Segmentation: (1 table + justification)
Describe how the brand applies “segmentation bases” to segment existing and potential
consumers. The following table should be used as a template.
Segmentation Base Segments Description

PSYCHOGRAPHICS

Psycho.
Group 1

Insert brief (approx. 30 word) description with

respect to global brand

Psycho.
Group 2

Insert brief (approx. 30 word) description with

respect to global brand

Psycho.
Group 3

Insert brief (approx. 30 word) description with

respect to global brand

Segmentation
Base

Segments Description

Behavioral

Group 1 Insert brief (approx. 30 word) description with respect

to global brand

Group 2 Insert brief (approx. 30 word) description with respect

to global brand

Group 3 Insert brief (approx. 30 word) description with respect

to global brand

Segmentation
Base

Segments Description

Demographic

Psycho.
Group 1

Insert brief (approx. 30 word) description with respect

to global brand

Psycho.
Group 2

Insert brief (approx. 30 word) description with respect

to global brand

Psycho.
Group 3

Insert brief (approx. 30 word) description with respect

to global brand

Your critique should only include the 3 most relevant segmentation bases for the global brand,
with three segment groups per segmentation base.
 Targeting: (1 visual profile with approx.150 word justification)
Having discussed the brand’s segmentation, critique at greater depth 1 key target market of
the global brand.
Employ a “visual profile” containing images that represent each of the 5 segmentation bases
for that target market.
Provide written justification describing the key target market through application of the
segmentation bases.
 Positioning: (2 perceptual maps, approx. 150 word justification)
Critique the positioning strategy of the global brand. This should focus on the brand, relative to
their competitors, and not purely a single element of the 4 Ps.
Review the global brand through 2 perceptual maps.
 1 map is to cover 5 direct competitors using two distinct variables (other than “Price”
and “Quality”)
 1 map is to cover 5 different indirect competitors using two new distinct variables
different to the previous perceptual map (also other than “Price” and “Quality”)
Justify why you have positioned these brands as such, including a comparison of the global
brand with some key (not all) competitors.

Reference lists