May Kary Case
Wenwei Liu
Global Marketing
Dr. Carlos M. Rodriguez-Niera
ENAE Business School
Mary Kay India: The Hair Care Product Line Opportunity
1. How would you characterize the branded and packaged Indian hair care category in 2010?
In 2010, with Lotus & Bamboo soap bar was introduced by Mary Kay in India, May Kay was approved a customized product for a specific country or region market for the first time. Moreover, the branded and packaged Indian care category of Mary Kay was growing up and expanding its product to attract more potential customers. Mary Kay brand has been developing massive products in India until 2010 with lower price compared with past several years. By late 2010, there were more independent beauty consultants in more regions in India, and most of the businesses were distributed in northern, western and northeastern area of India. Simultaneously, in the late 2010, Mary Kay also meets competition from other representative of hair care products. Market research has shown that the growth potential of around 50% for the coming 5 years between 2010 and 2014.
2. How would you assess the “fit” of a hair care product line with Mary Kay’s offering in India?
The acceptance of hair care products line is growing with changes of hair care habit of customers in India. Personally, the “fit” project of hair care product line with Mary Kay’s offering in India was pretty successful and in time. Based on the unique hair care habit among Indians, it might be a slow process to introduce the products into a new Asian market for Mary Kay. After all, hair cares like shampoo and conditioner are not as easily as soap bars to be accepted in India, which means changing hair care lifestyle for most people there. Therefore, launching hair care products in 2012 is the very time for India. Additionally, independent beauty consultants are the positive factor to motivate to sell products in India. Furthermore, low price promotion strategy also worked for selling hair care in India,
Global Marketing
Dr. Carlos M. Rodriguez-Niera
ENAE Business School
Mary Kay India: The Hair Care Product Line Opportunity
1. How would you characterize the branded and packaged Indian hair care category in 2010?
In 2010, with Lotus & Bamboo soap bar was introduced by Mary Kay in India, May Kay was approved a customized product for a specific country or region market for the first time. Moreover, the branded and packaged Indian care category of Mary Kay was growing up and expanding its product to attract more potential customers. Mary Kay brand has been developing massive products in India until 2010 with lower price compared with past several years. By late 2010, there were more independent beauty consultants in more regions in India, and most of the businesses were distributed in northern, western and northeastern area of India. Simultaneously, in the late 2010, Mary Kay also meets competition from other representative of hair care products. Market research has shown that the growth potential of around 50% for the coming 5 years between 2010 and 2014.
2. How would you assess the “fit” of a hair care product line with Mary Kay’s offering in India?
The acceptance of hair care products line is growing with changes of hair care habit of customers in India. Personally, the “fit” project of hair care product line with Mary Kay’s offering in India was pretty successful and in time. Based on the unique hair care habit among Indians, it might be a slow process to introduce the products into a new Asian market for Mary Kay. After all, hair cares like shampoo and conditioner are not as easily as soap bars to be accepted in India, which means changing hair care lifestyle for most people there. Therefore, launching hair care products in 2012 is the very time for India. Additionally, independent beauty consultants are the positive factor to motivate to sell products in India. Furthermore, low price promotion strategy also worked for selling hair care in India,