Marketing Case Study Mary Kay - Essay Example

The company is one of the largest direct sellers of skin care and color cosmetics in the world with more than 2. 5 $ billion in annual sales. The top four markets served by the company are: The United States, China, Russia, and Mexico. About 65%of the company’s independent sales representatives remain outside the United States. Mary Kay Cosmetics Company is located in 35 countries in 5 continents. Mary Kay Ash named as one of America’s 25 most influential Women. It has over 200 products.

We Will Write A Custom Essay Sample On
ANY TOPIC SPECIFICALLY
FOR YOU

For Only $13.90/page


order now

Manufacturing plants in Dallas, Texas, and China. Mary Kay Ash believed that life’s priorities should be kept in their proper order, which meant to her “God first, Family second, and career third “and later on in China it has been modified to faith first, family second, and career third. Growth opportunities in Asia -Pacific Markets: includes Australia, China, Hong Kong, India, Korea, Malaysia, New Zealand, The Philippines, Singapore, and Taiwan. China presents 25% of the company sales (currently has 200. 00 sales representatives or Beauty consultants in china. The company’s success in China has been attributed to the company’s message of female empowerment . Helping women reach their full potential to find their inner beauty. There are three reasons for entering India: 1/ Upper -class was growing, it was expected to total over 500 million individuals. 2/ young population 3/ number of working women were growing. Senior management believed that Indian’s social economic characteristics in 2007 ere similar to China in 1995.

Building a Brand: For Mary Kay to be successful in India, the company had to build a brand, build a sales force, and build an effective supply chain to service the sales force. According to the video there is a problem to have an effective supply chain due to the bad infrastructure Mangers believed that brand building in India needed to involve media advertising, describing the culture of Mary Kay culture, Mary Kay story, and Mary Kay the company’s image. Mary Kay became the cosmetics partner of the Miss

India Worldwide Pageant 2008. At this event Mary Kay Miss beautiful skin 2008 was crowned. Brand pricing: the company focused on offering good quality product at low price. 3. Is Mary Kay a global brand? Why or why not? Yes, Mary Kay is a global brand especially in Asia. According to the case, “Asia-Pacific markets represent major growth opportunities for Mary Kay, Inc. These markets for Mary Kay, Inc. , include Australia, China, Hong Kong, India, Korea, Malaysia, New Zealand, the Philippines,