Marketing Case Study Mary Kay
Marketing:
Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.
Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behaviour and advertising a product's value to the customer.
Adding value is the key value in marketing.
Mary Kay Inc.
Company background: Mary Kay Ash founded Mary Kay Cosmetics in 1963 with her life savings of 5000$ and the support of her son, Richard Rogers, currently he is the executive chairman of Mary Kay. The company is one of the largest direct sellers of skin care and colour 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.
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 represents 25% of the company sales (currently has 200.000 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
Marketing is communicating the value of a product, service or brand to customers, for the purpose of promoting or selling that product, service, or brand.
Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behaviour and advertising a product's value to the customer.
Adding value is the key value in marketing.
Mary Kay Inc.
Company background: Mary Kay Ash founded Mary Kay Cosmetics in 1963 with her life savings of 5000$ and the support of her son, Richard Rogers, currently he is the executive chairman of Mary Kay. The company is one of the largest direct sellers of skin care and colour 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.
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 represents 25% of the company sales (currently has 200.000 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