...[pic] MASTER OF BUSINESS ADMINISTRATION (MBA) MARKETING MANAGEMENT (MKT750) GROUP ASSIGNMENT CASE STUDY : MARY KAY INDIA HAIR CARE LINE PRODUCT ALINUR AYUNI ALI2012416538 MOHD HAFIZ ABD GHANI 2012456922 UMI NADIA MOHAMED 2012217058 GROUP BM7702PA – EVENING TRACK LECTURER DR. SITI ZALEHA SAHAK TABLE OF CONTENT 1. Strategic Issues And Problems 1 2. The Branded Beauty And Personal Care Market In India 2 3. Mary Kay, Inc. 4 1. Mary Kay Inc. Hair Care In India 4 2. Summary Of Facts – 4Ps 6 1. Product 6 2. Price 6 3. Promotion 7 4. Placement 7 4. Strategic Marketing Tools 8 1. BCG Model: Branded Beauty and Personal Care in India 10 2. BCG Model: Mary Kay Business Subunits in India 11 3. Limitations of BCG Model 12 4. Payoff Matrix: Alternatives for Mary Kay Inc. 12 5. Recommendation and Conclusion 15 1.0 STRATEGIC ISSUES AND PROBLEMS Sheryl Adkins-Green, the vice president of Brand Development at Mary Kay, Inc. received a request from a general manager for India to provide a hair care line for women. Being in attached with the company, her responsibilities to develop brand and being in charge around the world and...
Words: 3817 - Pages: 16
...Mary Kay Inc.: Building a Brand in India Cameron A. Sanders Northeastern State University MKT 3213 CRN 30369 Dr. Ronald Petty February 19, 2016 Mary Kay Inc.: Building a Brand in India Mary Kay Inc. is a company I have heard of and know some about but I am a guy who does not where makeup like a Frenchman. I knew Mary Kay was popular in the United States among the women population. I know some people who threw some Mary Kay parties. Other than that I did not know much about the company before watching this video. I was actually shocked when I found out Mary Kay is mostly sold by individuals who host parties. It is a company who values relationships between the seller and buyer. Mary Kay Inc. is shockingly popular internationally. This is coming from a guy who did not know much about them prior to this assignment. The marketing strategy to expand into other countries is what catches my attention more than makeup. The marketing research team must had its work cut out for them. They had to figure out what countries wanted. Like how they was able to strive in China. Chinese women are women who do not bath in makeup like some American women. They prefer the natural look. So how did Mary Kay do it? They focused on facial creams and things of that nature. They sold the product that they wanted. They did not try and sell all the makeup to them. Mary Kay Inc. now wants to expand into India. This may be a challenge people believe but Indian women are not...
Words: 724 - Pages: 3
... 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...
Words: 4276 - Pages: 18
...Marketing Mix Clarisa Santiago Marketing/421 April 3, 2013 Instructor Steve Fritzenkotter Elements of the Marketing Mix What are the elements of the marketing mix, the elements are the four P’s. The four P’s include product, place, price, and promotion. These elements are essential for the success of an organization. If any of these elements are missing on a marketing plan the organization’s product might fail. The next couple of paragraphs will describe the elements of the marketing mix. This paper will include Mary Kay has an example of how the four P’s are used in the marketing mix. The book provides a description for the four P’s for the marketing mix but it also talks about the four P’s used by management. The four P’s management use reflects a more accurate modern market. The marketing mix focuses on product, place, price, and promotion. The new management P’s focus on people, processes, programs, and performance. Product as described in the book and in class is a service or article of good that a company supplies to customers. For example Tide detergent offers customers with a detergent that makes cloths look newer for a longer period of time and it also give the cloths a nice smell. Place is described has the area the product is manufactured or where the product is sold to the customers. Price is how much a product is worth and how much the customer is also willing to pay for the product. Promotion is the advertising...
Words: 1112 - Pages: 5
...Marketing C212 Suzanne Arciga 6/2/2016 A1. New Products and Services Mary Kay was started in Dallas, Texas, with only five products. The entrepreneur, Mary Kay Ash, biggest dream was to transform; inspirer and help women obtain success. Currently Mary Kay offers more than 200 premium products. The product assortments are innovative skin care, tantalizing makeup and unforgettable fragrances. Mary Kay is currently available in 35 markets on five continents worldwide and sales of Mary Kay are about $4 billion in wholesale sales worldwide. Subsequently since 1990, Mary Kay Inc. has experienced substantial growth, opening in more than 20 new markets around the world. In June 2007 there was talk about a corporation by the name of Lugo and Alejandra Aguzzi, that would be selling the popular USA women's cosmetics brand Mary Kay in Costa Rica. Lugo and AA launched a website for online buying and telemarketing company- 24/7 hotline; with no success. There are currently no Independent Beauty Consultants nor does Mary Kay have Costa Rica listed on the website that includes 35 markets on five contents for other countries. I propose two new services: 1) No tax or shipping costs for online purchases for Costa Rican residence 2) Build a store in Costa Rica where customers can walk-in and buy; without feeling the pressure of a consultant. Need and Existing Global Market Listed below are 3 methods/ways that there is both a need as well as an existing global market for the...
Words: 2796 - Pages: 12
...Zhuo Wang MAR6158.901 27/May/14 Case Summary: Mary Kay Cosmetics (Asian Market Entry) In February 1993, Curran Dandurand who was senior vice president of Mary Kay Cosmetics Inc. found out that though MKC has sold its products outside the USA for 15 years by 1992, the international sales only take 11% of the $ 1 billion total. The data showed that one of its main competitors, Avon, its Products Inc. take over 55% of its $3.6 billion sales from international market at that time. Mary Kay Cosmetics Inc., which is also called MKC. Mary Kay is a cosmetics incorporated in Texas (United States) in1963 by Mary Kay Ash. Since that time, Mary Kay Ash’s charisma, philosophy, and motivation were likely appeal to women all over the world, actually this company offers unlimited opportunities of women in business. Mary Kay Cosmetics Inc. is a direct selling cosmetics company, sold a range of skin care, personal care, and cosmetic products through approximately 275,000 independent sales people worldwide. Actually all the company products were manufactured in a single plant near Dallas. And there were four basic levels of independent contractors in MKC sales force: beauty consultants, sales directors, senior sales director, and national sales directors. Promotions were made on the basis of performance, and Mary Kay Cosmetics Inc. involved its sales force in product policy decisions by sending samples to them for evaluation. MKC also developed training ads programs and manuals for its sales...
Words: 727 - Pages: 3
...Mary Kay Ash wanted to write a book about women in business. Instead what transpired was a business plan for Mary Kay Cosmetics. In a free enterprise system, people like Mary Kay Ash have the opportunity to make their own influential businesses. The free enterprise system has allowed individuals to start their own businesses and companies, making an impact on the economy. Without the free enterprise system America would have no freedom inside their businesses and would be told how to sell it for how much and only sell certain things. With the enterprise system Mary Kay Ash created a business out of her home and grew it into an international corporation. The free enterprise system helped Mary Ash create a powerful and influential cosmetics...
Words: 318 - Pages: 2
...Business Coursework Corporate Social Responsibility: With reference to your own research, do you think that the ability of a business to act successfully in a socially responsible manner is mainly determined by the products it produces? 1963 Corporate Social Responsibility is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as that of the local community and society at large. This simply means that a company gives back that which it has taken from the environment, workforce and society. There are many ways by which a company can behave in a socially responsible way, for example: using recycled products, making sure their products are fair trade (fair trade is paying workers with a wage enough for them to have a comfortable life so that they can survive, customers usually do not mind paying extra for these products) or giving donations to charities etc. “Companies with a defined corporate commitment to ethical principles do better financially than companies that don’t” – DePaul University 1997 A company behaving socially responsible is a relatively new phenomenon, in the past many companies did not care about their staff, economy and environment as long as the business was making profit and expanding, which is still the main objective for many companies today, but through a socially responsible way. The main objective for most companies...
Words: 2441 - Pages: 10
...Mary Kay Cosmetics: Asian Market Entry Case Study International Marketing 466 Curran Dandurand, the senior vice president of Mary Kay Cosmetics Inc.’s (MKC) global marketing group is considering how to expand the company’s international operation. She is debating which elements of MKC’s culture, philosophy, product line, and marketing programs might be transferable both in general and in particular in respect the China and Japan, two major Asian markets in which MKC does not have a presence. Dandurand must decide whether to enter either or both of these markets (or neither) and, if so, what marketing entry strategy to pursue. This case gives your global marketing team the opportunity to: 1) explore why two companies (Avon and MKC) in the same business (the direct selling of cosmetics) differ so greatly in the percentages of their sales that are international 2) examine the transferability of a corporate value system developed in the United States to foreign subsidiaries 3) identify the criteria that should determine which country markets a multinational should enter and to assess two countries against these criteria 4) contrast the implications for marketing strategy and tactics of being a late entrant in a mature market versus a relatively early entrant in an emerging market The objective of the case is to focus on the following issues and dilemmas: 1. Why has MKC not been as successful as Avon in penetrating international...
Words: 703 - Pages: 3
...Mary Kay India: The Hair Care Product Line Opportunity http://www.marykay.com/ 1. Synopsis : Based on a request received from GM -MK- India, Sheryl Adkins Green, vice president –Brand Development at Mary Kay Cosmetics Inc. is evaluating the expansion of MKC –Indian operation portfolio through a customized Hair Care Product line which will include the soap launched recently in 2008 and which outcome cannot be considered relevant for a decision due to the short launching time span. Previous introduction of hair care line in USA and Europe respectively In 1970 and 1990, proven to be unsuccessful, mainly due to MKC little experience in the Hair Care line being not part of its core business which encompasses: * Skin care * Makeup * SPA * body care * Sun care Products * Lip and eye care Prior to make a decision Sheryl-Adkins called for a staff meeting to debate two issues: a. Market Opportunity: Whether to launch introduce hair care products in India? b. Which elements of MKC’s culture; philosophy; distribution practices might be transferable? c. What would be the launching plan? 1. Hair Care Product line components and characteristics 2. Packaging Characteristics and sizes 3. When to launch the line 4. Mar-com Plan 5. Training of the Independent Sales Force 2. Situation Analysis 3.1 Mary Kay Inc. * Founded in 1963 headquartered in Dallas –Texas * Vision The vision of...
Words: 2327 - Pages: 10
...Case Summary: Mary Kay Cosmetics: Asian Market Entry The article outlines the decision making process of Vice President of Mary Kay Cosmetics Curran Dandurand whether to enter two major Asian markets: Chinese and Japanese. The author shows how circumstances on the local markets, consumers’ needs, even the type of skin and associations about cosmetics of specific nation force the product adaptation to those markets. Dandurand provides evaluation of two markets entry opportunities: Chinese and Japanese. These two countries have different economy, policies, and demographic situation, own history and culture. The article demonstrates how specific conditions of each country are essential for further planning and successful launching the product in international markets. We can see the core differences first of all in the economic ground. The population of China exceeds the population of Japan more than in 9 times. But at the same time per capita GNP in Japan in 44 times higher than Chinese. Consequently, these differences in economies are reflected in the purchase power of population and in start-up cost. The buyer power of potential consumers is one of the most important factors that is taken to the consideration while facing the decision about Asian market entry. It was estimated that start-up investment cost for China is $2.00 million, when for Japan- $10.0 million. Another important factor is that compare to China, Japan was the largest direct selling market in the world...
Words: 657 - Pages: 3
...grand strategy is properly focused and directed or not optimal and needs to be refocused along with our unanimous decision. Side 1: Jung’s grand strategy is properly focused and directed (along with evidence to substantiate the arguments) Corina Andrea Jung President and CEO of Avon Products, Inc. has put together a grand strategy that is focused on improved product innovation and increased advertising which is a formula for sustainable growth in the business. Avon’s personal care products are sold and distributed through three main methods, direct selling, retail and on-line. With the emergence of the internet as a shopping channel, many companies developed websites to remain competitive. Avon has used the internet as a marketing tool by providing...
Words: 1364 - Pages: 6
...services of a company in return for a commission on those sales. There are several well know direct sales companies for example, Mary Kay, Avon, and Lia Sophia. Seventy percent of direct selling takes place in a residence. Around sixty five percent takes place on a face-to-face basics. Party Plans is also a popular form of direct selling, with around twenty eight percent of directing selling is through group sales. 2.) How would one respectively characterize CUTCO Corporation and Vector Marketing Corporation? Vector Marketing is a multi-level marketing group which builds its work force through advertising via newspapers, direct marketing, word-of-mouth, posted advertisements, letters and various mediums on the internet. Their fliers advertising "student work" are a common sight in many high schools and college campuses across the United States and Canada. Students are hired to market Cutco products (mainly kitchen knives) to customers, typically their friends and family members via one-on-one demonstratio 3.) How is CUTCO cutlery marketed? CUTCO is marketed through direct selling to enable the company to have a direct advantage over there competitors. This allows quality and performance features to be showcase through demonstration. CUTCO Cutlery is sold and distributed exclusively by independent sales representatives of Vector Marketing Corporation throughout the United States. CUTCO...
Words: 450 - Pages: 2
...“staggering” at $1.13 billion or 82.5% of total capital in 1988 (See Appendices A, B, and C). Preston was confident, however, that 1993 would be a year of improvement for the company, both in financial performance and in the progress made “repositioning ourselves as the woman’s company for the Nineties and beyond.” Avon’s research department informed management that corporate problems centered around image and market access. That shaped the agenda of the June, 1992, meeting in Florida: How to protect the firm’s dominant Latin American and Pacific Rim positions against increasingly stiff competition, how to establish a growth track in established markets, and how to pay for it all. Out of the discussions emerged a new vision of the firm, a new marketing orientation, and a new approach to strategic development. This case was prepared by James W. Camerius of Northern...
Words: 8366 - Pages: 34
...“staggering” at $1.13 billion or 82.5% of total capital in 1988 (See Appendices A, B, and C). Preston was confident, however, that 1993 would be a year of improvement for the company, both in financial performance and in the progress made “repositioning ourselves as the woman’s company for the Nineties and beyond.” Avon’s research department informed management that corporate problems centered around image and market access. That shaped the agenda of the June, 1992, meeting in Florida: How to protect the firm’s dominant Latin American and Pacific Rim positions against increasingly stiff competition, how to establish a growth track in established markets, and how to pay for it all. Out of the discussions emerged a new vision of the firm, a new marketing orientation, and a new approach to strategic development. This case was prepared by James W. Camerius of Northern Michigan...
Words: 8358 - Pages: 34
