FOR
THE
NEW YOU Submitted by:
Alibin, Herrick Luis
Dasalla, Arianne Mae
Perin, Monica
Sebastian, Lui-gi
Tusi, Charlene Anne

of

BSBA-MM 4-1S

Table of Contents

I. Executive Summary II. Environmental Analysis A. Company Background B. SWOT Analysis C. Competitors’ Analysis III. Market Analysis D. STP IV. Objectives E. Long Term F. Short Term V. Marketing Strategies and Tactics G. BIG Idea “Mary Kay: FOR THE NEW YOU” i. Facebook Promotions a. Year Long Advertisement on Facebook b. #MAkeUpTransformation c. Share and Like of Mary Kay Promotion Photo d. Show the NEW YOU e. New You by Mary Kay f. Your Christmas Present ii. Sponsorships and Providing Speakers for Seminars in PUP iii. “Mary Kay: FOR THE NEW YOU” Congress iv. Sponsorships of Pageants v. Foundation Week of PUP vi. Partnership with the School’s Cooperative vii. Tarpaulin for the Start of the School Year viii. “Starting the NEW YOU” Commencement Exercises Make-Up Sponsorship VI. Action Plan and Timeline VII. Budget Matrix

I. Executive Summary

Nowadays, the cosmetics industry is already jam-packed with new and existing skin care products. With these, customers are bewildered with queries on: What to buy? Where to buy? How to buy? And, why would they buy? In this kind of situation, how could you expect students, professors, staffs, or individuals inside the Polytechnic University of the Philippines to spend their small amount of time thinking about buying or reselling your product? This is a great opportunity where Mary Kay could greatly impact and leave a mark on the minds of its target market. By means of a campaign entitled “Mary Kay: For the New You”’ the makers of this plan would show not merely the existence of the brand but also its purpose to deliver and exceed consumer satisfaction through its high quality products. This would also serve as a challenge and a door for new opportunities to highly motivated individuals who wants to earn, be financially free, and help his/her family.
This marketing plan will focus on women of the PUP Community who want quality product and new opportunities to have a better life. And position the brand as the one that they can count on in having a better look and a better future.
To reach the goals of this plan, the several strategies will be used along with the big idea “For the New You”; these strategies will include some Facebook related events to tap on the social media and event sponsorships to introduce the brand within the PUP Community.
This entire plan will be implemented for one year with the budget PHP 500,000.00.
II. Environmental Analysis

H. Company Background
History
Mary Kay was created from one woman’s desire to enrich women’s lives. After more than 50 years, it remains one of the most popular business opportunities for women around the world and features one of the most generous compensation plans and incentive awards programs in the direct selling industry. Today, Mary Kay is one of the largest direct sellers of quality skin care and color cosmetics in the world.
Mary Kay Ash was an original. As an entrepreneur and a philanthropist, she started her business from a tiny store in Dallas, Texas, with five products and one big dream. That dream was to inspire women to transform their lives, and in doing so, help other women achieve success.

Mary Kay Philippines
Mary Kay Philippines is the 30th subsidiary of Mary Kay, Inc., one of the largest direct selling skin care and color cosmetic companies in the world.
Mary Kay Philippines began commercial operations in May 2000. Now on its 10th year, more than 70,000 Independent Beauty Consultants have joined Mary Kay Philippines.
Mary Kay Philippines distributes high-quality products from Mary Kay Inc. Mary Kay Inc. develops, tests, manufactures and packages the majority of its own products at its state-of-the art plants in Dallas and China. Mary Kay Inc. does not conduct animal testing for its products and is a PETA (People for the Ethical Treatment of Animals) pledge member.
Starting a Mary Kay independent business costs as little as P1,975 (plus tax and shipping) for a starter kit and education materials.
Mary Kay Philippines awards million of pesos in incentive awards to Independent Beauty Consultants and Independent Sales Directors. These awards include diamond-studded rings and pins, beautiful diamond-studded bumblebee pin and expensive trips abroad to recognize top achievers.
The company awards the free use of the Pink Car to independent sales force members. This is the top symbol of success – the Mary Kay pink car (Honda City and Toyota Altis & Mitsubishi Pajero for NSDs), which brings pride and prestige to its achievers.
Its Head Office is located at 2nd Floor Allegro Center, 2284 Pasong Tamo Extension, Makati City, which houses the corporate office.
It has 5 Beauty Centers located in five major cities in the country, namely Makati, Quezon City, Davao, Cebu and Zamboanga.

I.
SWOT Analysis Strengths | Weaknesses | Opportunities | Threats | Foreign brand | Expensive in the perception of the consumers | Showcase quality that answers why it is price worthy | Brands that offer similar products at lower prices | Anti-aging formulated | Younger consumers may not buy it because they are still young | Show them that it is already beneficial even for the youth because ordinary make-ups may destroy their youthful skin | Brands that offer make-ups that though don’t have anti-aging formula, are especially made for the youth. | There is a lot of choices for every specific product line | | Consumers are given the chance to transform themselves through different make-ups, smell in different ways since they can make a lot of combinations with Mary Kay products | | | No physical store | No hard times for the consumers to go to the mall or department stores to buy what they want from Mary KayPrice cut since there is no expense for stores | Consumers who prefer to buy in a physical store | | Hard to find a beauty consultant | | Consumers will buy from another brand instead | | Products for men are not advertised | Advertise them | |

J. Competitors’ Analysis
Avon
A leading global beauty company and one of the world's largest direct sellers, Avon has $10 billion in annual revenue. Its product line includes beauty, fashion and home products, with such well-recognized brand names as Avon Color, ANEW, Skin-So-Soft, Advance Techniques, Avon Naturals and mark.

Natasha
Natasha is a direct selling company carrying shoes, apparel, accessories and personal care products. They work through a network of dealers who sell their products person to person using our catalogue.
Natasha’s extensive network of dealers makes good quality products of the latest fashion accessible and affordable to people all over the country, from Aparri to Makati to Tawi-Tawi. With the recent efforts to tap OFWs as dealers Natasha products are now also available in more than 20 countries worldwide. The strongest overseas markets are Hong Kong, Malaysia, Brunei and the Middle East.

Maybelline
From a small, family-owned business to the number one cosmetics company in America, Maybelline New York takes trends from the catwalk to the sidewalk, empowering women to make a statement, explore new looks, and flaunt their own creativity and individuality. Inspired by confident, accomplished women, Maybelline gives you scientifically-advanced formulas, revolutionary textures and up-to-the-minute, trendsetting shades effortlessly, affordably, beautifully.
Maybe she’s born with it. Maybe it’s Maybelline.

Careline Cosmetics
Careline Cosmetics has been recognized as one of the strong brands in the cosmetics industry- a brand that stands on its own identity! With its quest to be the “top of mind brand” for blooming teeners, Careline continues to develop new products that would help increase its market share and enhance the personality of Filipina teenagers. In fact, it launched a product extension called Tweeny which suits the demands of younger teens.
The products are made from 100% high grade ingredients that are safe for all types of skin. All Careline Cosmetics are imported from trusted suppliers in Europe and Asia.

RDL
RDL has a collection of beauty and skin care products that would surely provide solution to the skin care problems of this generation. These collections include Astringents, facial cleansers, whitening lotions, whitening soaps, whitening creams, sunblock creams, teens face and body powder, colognes and anti-aging skin care lines. These products have gain recognition both local and international because of its affordability, effectivity and high quality.

Ever Bilena
Ever Bilena has grown into a full cosmetic line with more than 200 beauty consultants in every department store nationwide. The company also has established exclusive distributorships in the Visayas and Mindanao regions. With more than 1000 cosmetic products in the market today, Ever Bilena is now a household name for quality and affordable cosmetics. The company has gone a long way as Ever Bilena actively participates in various activities such as sponsoring national and local beauty pageants nationwide. EBCI has also participated in other competitions and has won major awards.

III. Market Analysis

Segmenting
Geographic Segmentation
Mary Kay Cosmetics will concentrate within the community of Polytechnic University of the Philippines, Main Branch together with its satellite campuses in Luzon.
Demographic Segmentation
The Focus will be on women consumers and LGBT community; from young adults to senior citizens ranging from 18 years old and above. The working class to upper class people who are willing to spend for high standard products and also those who are willing to have extra income by being a distributor of Mary Kay products. Psychographic Segmentation
People from the community (Female & LGBT community) who needs to stand-out in a daily or almost daily basis, those people who needs to be presentable at all cost. Mostly from the working class; from upper Socio Economic class C to upper class D (Middle Class to upper “Masa”).
Behavioral Segmentation
Light to medium users and incoming new users of cosmetic products who wants premium priced goods that give great value for money in return. For they will open up new income opportunities for the sales growth of Mary Kay Cosmetics

Targeting
Primary Target
Mary Kay’s primary target market will be the individuals inside the PUP Community including the female professors, staffs, and students from 1st year to 4th year levels who has the purchasing capability. Marketing campaigns to be utilized by Mary Kay will be focusing on these primary target markets.

Secondary Target
Secondary target markets will include females, aging from 18 years old and above outside the PUP Community which are related to our primary target markets. We would like to also include individuals like LGBT(Lesbians, Gays, Bisexuals and Transgender) students in PUP who likes to procure cosmetic products and those in working class to upper class who’d like to experience a high-quality beautification with Mary Kay.

Positioning
We would like to put into our target market’s mind which is the PUP community that Mary Kay is a company that provides unlimited access to new opportunities both in being beautiful and having a better future. With that being said, we will do it through our “Mary Kay: For the New You” campaign; this movement will be supported by Mary Kay’s high quality products that will surely deliver their purpose, and the marketing programs we prepared for the year-round.

IV. Objectives

Long Term 1. Generate total brand awareness in the PUP Community 2. Have at least 100 new beauty consultants from PUP at the end of the year.

Short Term 1. Generate at least 20% increase on the Metro Manila sales.

V. Marketing Strategies and Tactics.

K. BIG Idea “Mary Kay: FOR THE NEW YOU”
Every time we hear the word “new”, we always feel excited, bewildered, curious and such. With the idea of “Mary Kay: FOR THE NEW YOU” it drives the adventurous ego/personality of an individual. It promotes not only “new” in terms of beauty or looks but “new” as an empowered individual working hard to reach success.

L. Facebook Promotions
Facebook, nowadays, is one of the best ways to reach the market coming from different segments, with this idea in mind, there will be a number of projects that will focused on the said social media.

i. Year Long Advertisement on Facebook
Expanding your brand reach and making your company connected to all people even the online viewers will make the company to have more prospective clients and recruit individuals to generate revenue and contribute for more benefits of the company. 1. We will provide new photos that contain tips and product announcements on their own Facebook page. 2. Also launch exciting products and other promotional tools through the page. 3. There will be a year long paid advertisement on Facebook.

ii. #MakeUpTransformation
A good way to tap the younger market is by following whatever is on trend. One of the trending on-line activities to date is the #MakeUpTransformation where an individual posts a photo of him/herself transformed to look like a well-known public figure through the use of make-up.
Mechanics:
1. Participants will have to post a 4 tile photo of themselves made-up looking like a well-known public and a photo of that public personality the participant used as an inspiration to their look. 2. On the 1st and 2nd tiles of the photo, they will have to show themselves applying Mary Kay production their faces. 3. On the 3rd tile is their photo after the make-up application then at the 4th is the public figure’s photo. 4. They will submit their entries through e-mail and Mary Kay will post all the top-10 entries per week. 5. Weekly finalists will share their entries to be liked by their friends. 6. Submission of entries will start be on Saturdays of the promo period, the entries will be posted on the page every Sundays, 12pm; then the liking period is from Sundays, 12pm till Fridays, 11:59pm and the weekly winner will be announced on Saturday 12 pm. 7. Promo period is from the 1st till 8th week of the implementation year.
Prizes:
PHP 2,500.00 worth of Mary Kay GC per weekly winner

iii. Share and Like of Mary Kay Promotion Photo
To create a wider awareness of the brand on the social media, MK will release a photo on Facebook and the fans of MK fan page may win amazing products just by liking and sharing the photo.
Mechanics:
1. There will be a photo that the MK fan page will release and the participants will have to like the page, share and like the photo publicly on their timeline. 2. To make their participation official, participants will need to comment done on the official photo released by the page. 3. One winner will be announced every Sunday of the promo period. 4. The promo will run from the 5th till the 16th week of the year.
Prizes:
PHP 2,500.00 worth of Mary Kay GC per weekly winner

iv. Show the NEW YOU
Touching lives and being a part of their success is what Mary Kay objectives for their customers. To showcase how Mary Kay Cosmetics helped you to achieve the new you, they will be having their Facebook Photo Liking Contest where all can participate and submit their transformational picture.
Mechanics:
1. Participants will submit through e-mail photos of themselves enclosed with their contact details: name, age, address and cell phone number, and they will use “Show the New You” as the subject of their e-mailed entry. 2. On the 1st set of photos, they will take photos of themselves applying their make-up on. Every MK cosmetic product used has to be taken while being applied. 3. And then 2 photos of themselves, the 1st one is their photo after applying all the make-up and on the 2nd is their photo before applying any cosmetic products. These 2 photos are the ones that will be posted on the MK fan page to be liked and shared by the participant and their supporters. 4. Deadline of entries is on the Sunday of the 2nd week of the promo period. 5. The top 20 entries will all be posted on the fan page in one album to be liked and shared by the participants and supporters 2 weeks after the deadline of entries. 6. The participants have 6 weeks to campaign their entries and 1 week after, the 3 winners will be announced on facebook. 7. The promo will run from the 18th till the 29th week of the implementation year.
Prizes:
1st placer PHP 15,000.00 worth of Mary Kay GC 2nd placer PHP 10,000.00 worth of Mary Kay GC 3rd placer PHP 5,000.00 worth of Mary Kay GC

v. New You by Mary Kay
A lot of us have our own story of change, there are tools we used, inspirations we had and people we met that caused that turning point. And nowadays, beauty is sometimes what makes a person stronger, for that matter, Mary Kay wants to hear the story of people it helped with their lives, how it made the new person or maybe, how it unleashed that strong persons within them.
Mechanics:
1. To join, participants will have to submit through e-mail their stories changed by Mary Kay, along with their stories is their photo with MK products on and their contact details: name, age, address and cell phone number, and they will use “New You by Mary Kay”. 2. The best entry submitted every 2 weeks will be posted on facebook and the bi-weekly winner will receive MK GC’s. 3. The promo will run from the 31st till the 42nd week of the implementation year.
Prizes:
PHP 5,000.00 worth of Mary Kay GC per bi-weekly winner.

vi. Your Christmas Present
Children during the Christmas season look after new things, toys in particular, but there are those who don’t get even a piece of a new pencil during this time of the year, and these are the people that we want to help with this project, in every purchase of a particular Mary Kay item, there is a corresponding gift that Mary Kay will give to the less fortunate futures of the Philippines. Every item will be given as a gift that the name of the customer who purchased a particular item will be written on the present as the presenter. Mechanics: 1. For every 1k or 2k single receipt purchase of any MK product, a particular gift item will be given to a child from a charity. 2. Upon the delivery of products purchased by the customers, their respective beauty consultants will give them a dedication card where they will write their message to the recipient of the present. The beauty consultant will also have to get the e-mail address and contact number of their buyer since this information will be used to send the photo of their gift’s recipient holding the gift. 3. All the photos of the children who received gifts will be sent to their respective presenters within the last 2 weeks of the promo period. 4. The promo period is from the 44th till the 51st week of the implementation year.

M. Sponsorships and Providing Speakers for Seminars in PUP
Mary Kay will be granting sponsorship offers from students holding seminars especially in Marketing major.
For sponsorship, free make-up events, product giveaways, and make-up testers will be catered for students and even professors that will attend the sponsored event. On the other hand, the organization/section/team of the event to be sponsored should give specific counterparts for the company to support them.
The company will also be open in accepting requests for speakers from Mary Kay’s list of top earners as a demonstration of how the company helps any women in the community. The same goes with installing booths in the venue of the sponsored event/s on offline registration for those who are interested and could even sell some Mary Kay products.

N. “Mary Kay: FOR THE NEW YOU” Congress
Mary Kay will conduct a seminar about the opportunities that awaits those who will be a Beauty Consultant. Top earners will be invited to give a talk and inspiration to the audience. ix. Before the participants enter the event hall, they will be provided with registration forms so if they will ever want to be a beauty consultant, before any hesitations arrive on their minds, the forms will be filled up right away. x. At the end of the event they will submit their filled-up registration forms and all the other supporting documents will just be submitted after some days if not ready yet. O. Sponsorship of Pageants
Every year in PUP, looks and intelligence of its students from different colleges and branches are celebrated. In support of this activity, MK will provide the pageants with make-up works. xi. MK will provide make-up artists to turn the candidates into more beautiful women/men. xii. MK will give free gift packs to the winners of the pageants of every college and branch.
Sponsored Prizes: Winners of every college/branch 5k worth of MK products each Winners of Mr. and Ms PUP 10k worth of MK products each

P. Foundation Week of PUP
Foundation week is one of the most awaited weeks of the school year in PUP. Things are festive, foods everywhere and of course, FUN and EXCITEMENT. With this, MK will be joining the fun by providing fun materials for the event.

Photo booth
Photo booths are known as a modern source of fun during an event, a party is not a party without this. So, MK will provide one on the Monday of the PUP Foundation Week to give fun to the students and employees of PUP who want to have fun without spending. But it won’t just stop there, because all the photos taken will be uploaded on the Mary Kay facebook fan page for a promo.
Mechanics:
1. All the photos taken on the photo booth will be uploaded in one album of the Mary Kay fan page. 2. The owners or the people who appeared on every photo will share their photos to be liked by their friends. The liking period is from Tuesday, 12pm till Saturday 12pm. 3. The winning photo will be posted on the page and the people in it will message the fan page that they own the photo.
Prizes:
PHP 10,000.00 worth of cash

Q. Partnership with School Cooperative
One of the weaknesses the team have found out about Mary Kay is that compared to the company’s competitors they have no physical store. With this problem in knowledge, we recommend for the company to take the following steps to penetrate the market of the Polytechnic U: a. Establish a relationship through a Memorandum of Agreement with the school’s cooperative to make the products readily available for students’ and staffs’ consumption or resale. (Offer percent of total sales or monthly rent.) b. Provide Collaterals or other display props to the location of the cooperative to persuade prospects to be a reseller or acquire a product. c. A Mary Kay staff/representative that would be assigned inside the school’s premises for the length of the Coop’s and Company’s agreement.

R. Tarpaulin for the Start of the School Year and for Commencement Exercises
Making your target market know that you exist is a great idea for the company’s brand image. Opening of classes and Commencement activities are great events for this kind of strategy. 1. We will be using print media (Tarpaulins) for its cost-effectiveness. 2. Tarps to be placed on strategic locations irresistible to the eyes. (Entrance, exits, etc…)

S. Make-Up Sponsorships for the Honor Students of LHS and Colleges on Their Graduation
Graduation days only happen sometimes throughout a person’s lifetime. The closing of an old chapter and an opening of a new one; from the old you towards the new you. A beautiful moment that is perfect to be celebrated with Mary Kay Cosmetics: d. Provide cosmetics supply and make-up artists or staffs for the graduation rights. (Laboratory High school: Priority: Honor Role, First 20 early birds) (College: Priority: Latin Honors, President List, Dean’s List) e. Photography and Videography coverage care of Mary Kay

VI. Action Plan and Timeline Projects | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | Year long advertisements on facebook | | | | | | | | | | | | | #MakeUpTransformation | | | | | | | | | | | | | Share and Like of Mary Kay Promotion Photo | | | | | | | | | | | | | Show the New You | | | | | | | | | | | | | New You by Mary Kay | | | | | | | | | | | | | Your Christmas Present | | | | | | | | | | | | | Sponsorships and Providing Speakers for Seminars in PUP | | | | | | | | | | | | | “Mary Kay: FOR THE NEW YOU” Congress | | | | | | | | | | | | | Sponsorship of Pageants | | | | | | | | | | | | | PUP Foundation Week | | | | | | | | | | | | | Partnership with the Schools Cooperative | | | | | | | | | | | | | Tarpaulin for the Start of the School Year | | | | | | | | | | | | | “Starting the New You” Commencement Exercises Make-Up Sponsorship | | | | | | | | | | | | |

VII. Budget Matrix

Facebook Promotions Year Long Advertisement on Facebook P220 * 365days P80,300.00 #MakeUpTransformation P2,500/wk * 8weeks P20,000.00 Share and Like of Mary Kay Photo P2,500/wk * 12weeks P30,000.00 Show the New You P30,000.00 New You by Mary Kay P5,000/2wks * 12weeks P30,000.00 Your Christmas Present P35,700.00 Total budget for Facebook Promotions P226,000.00
Seminar Sponsorships P50,000.00
“Mary Kay: FOR THE NEW YOU” Congress P50,000.00
Pageant sponsorships P100,000.00
Foundation Week P15,000.00
Partnership with Coop P5,000.00
Tarpaulin for the start of the school year P10,000.00
Make-Up Sponsorships for the Graduations P44,000.00

Total Budget P500,000.00