ipl-logo

Mary Kay Marketing Strategy

2988 Words12 Pages

Introduction
Mary Kay was founded in 1962 and is currently one of the largest direct sellers of skin care and color cosmetics in the world with worldwide wholesale sales of $3 billion. The products are sold in more than 35 countries, and there are more than 2.4 million Mary Kay Independent Beauty Consultants around the world. (Mary Kay, 2012) Since the rising of E-Commerce, Mary Kay has uses E-Commerce as its marketing strategies by setting up its own website where consumers can acquire a list of beauty consultants within their reach. Nevertheless, consultants and sales persons are forbidden to create own webpages to sell the products online since it is a violation of Mary Kay’s terms of service. (McFarlin, K., 2015) Q1 Business Pressures …show more content…

As a result, Mary Kay had introduced more than 200 products into the cosmetic and beauty market to capture the hearts of consumers as well as fulfill the demands of consumers. Its products can be classified into 6 major categories which are color cosmetics, sun protections, body care and skin care products, nail products as well as fragrances. Furthermore, the competitions have also driven revolution and modernization in Mary Kay’s business strategy. For instance, Mary Kay has adapted to E-Commerce as their extended strategy as direct selling from door-to-door or home meetings will be wiped out in the coming years. (Greenberg, E., …show more content…

Shopping and social networking web sites gather a lot of information about online users, and have become tremendously useful to Mary Kay to track the model consumer behavior. These websites provide a low cost and convenient way for consumers to stay connected with the members of the web site. These online social networking platforms also allow Mary Kay to publish and control content about them easily. The data bank of digital information has also helped Mary Kay to have a better and more quickly find information about others around the world. The social networking activities are Mary Kay involved in EC platform within the company are:
MySpace Jobs
MySpace has already announced technology that use profile data to create market segments for advertisers to promote their products. For Mary Kay, the company posts job announcements on several sites, including MySpace Jobs (classifieds.myspace.com/job). By this way, Mary Kay is able to convene more and more beauty consultant to expanse its business worldwide. Since Mary Kay is a direct sales company, there is no fix salary needed to pay for the beauty consultant. Therefore, the high cost of human resource can be

Show More
Related

  • Case Study: Ulta Salon, Cosmetics And Fragrance

    494 Words  | 2 Pages

    Ulta Salon, Cosmetics & Fragrance Overview Ulta Salon, Cosmetics & Fragrance, otherwise referred to as Ulta or Ulta Beauty, was founded in 1990 by Richard George. It broke into a tough industry at a time when prestige, mass and salon products were all sold through distinctive channels of each other. Ulta offers customers a unique and convenient place to get everything they need related to beauty (Ulta Beauty, 2016 p. 28). Ulta has been publicly traded on the NASDAQ Global Select Market since October 25, 2007, and today is one of the largest beauty retailers in the United States. As of January 30, 2016, the end of its fiscal 2015 year, Ulta Beauty operated 847 retail stores across the US, and has already continued its rapid expansion since then (Ulta Beauty, 2016.)

    Read More

  • Marketing Strategy: Case Study: Houzit

    1803 Words  | 8 Pages

    CASE STUDY: You are the marketing manager for a chain of home-ware stores in Brisbane called Houzit. The marketing plan for the 15 Houzit stores was developed over 12 months ago and you are actively engaged in implementing the strategies to achieve the marketing objectives. Specifically, you are instigating those marketing activities that meet the marketing objectives of a 12% market share (up from 11%) and an increase in sales by 8.5% over last year’s result. No expansion stores are planned during this phase of consolidation and on average the stores achieved $24,680 per week for the year.

    Read More

  • Ulta Strengths And Weaknesses

    655 Words  | 3 Pages

    There is a growing trend of women, the primary demographic of Ulta and other companies in the beauty industry, taking a more minimalist approach to makeup use. Other trends are often brought about by beauty bloggers. According to Hoovers, “Trends and fads drive sales for many beauty products, and consumer preferences and fashion trends can be unpredictable. For example, a celebrity endorsement can create sudden demand for a particular product in a short period, but as the celebrity fades from the limelight, sales for associated products can diminish” (Hoovers Industry Challenges). If a company is not able to forecast demand trends, it could be caught behind the competition and lose valuable

    Read More

  • Marketing Strategy: Trader Joe's Business Strategy

    1120 Words  | 5 Pages

    For the business-level, Trader Joe’s adopted a differentiation focus strategy. According to our textbook with this strategy, Trader Joe’s seeks to differentiate in its target market. They rely on providing better service than broad-based competitors. Specifically, they focus on the special needs of the buyer in other segments (Dess, Page 159). Joe’s differentiates its self from other grocers by providing a unique shopping experience fortified with their private label goods and great service from their crew members.

    Read More

  • Marketing: A Case Study Of Sephora's Marketing Mix

    1085 Words  | 5 Pages

    The customers can as well upload their pictures and virtually try different products on their face and get advice on the best way to apply the products. The mobile application was downloaded by over 2.5 million customer and generated a traffic of approximately 75% as the company’s customers were converting and shopping making up to 167% orders over the year and due to that the company got 400,000 beauty insider signed up (issuu, 2017). Therefore, a big number of the Sephora's promotional initiative is based online which help the company to reach their younger targeted audiences and to have a big impact on the customers that are not willing to place order online with confidence as well as infrequent customers to explore and try new products (Chen et’al. 2011). And hence, Sephora’s digital channels play an important role by serving as communication tools for the company to promote their products via different channels to in order to reach the targeted

    Read More

  • Chanel Marketing Strategy

    767 Words  | 4 Pages

    The Marketing Strategy Behind the Success of Chanel’s N˚5 Fragrance INTRODUCTION Gabriell (Coco) Chanel founded her company in 1913 in Paris, France. The main profile of the company at the beginnings was fashion design by Chanel herself from 1910 to 1971. She was a real innovator on the market.

    Read More

  • Marketing Case Study: Royal Fernwood

    1579 Words  | 7 Pages

    Table of Contents 1.0 EXECUTIVE SUMMARY 3 2.0 THE CHALLENGE 3 3.0 Vision 4 4.0 Mission 4 5.0 Core Values 4 6.0 USP’s 5 7.0 SWOT ANALYSIS 6 8.0 SITUATIONAL ANALYSIS 8 8.1.0 POTER’S FIVE FORCES 8 8.1.2 PEST ANALYSIS 10 9.0 Competitor Analysis 11 Noritake 11 Dankotuwa 12 Chinese imports 13 10.0 CUSTOMER ANALYSIS 14 11.0 MARKETING STRATEGY 15 11.1 MARKET SEGMENTATION 15 11.2 POSITIONING STRATEGY 16 11.3 Ansoff Matrix 17 11.4 MARKETING MIX 18 12.0 ACTION PLAN 21 13.0 BUDGETS 21 1.0 EXECUTIVE SUMMARY Royal Fernwood Porcelain, Browns latest acquisition, presently markets a range of porcelain products for local and foreign markets. Royal Frenwood has a local market share of 13% and a strong dealer distribution

    Read More

  • What Is Revlon's Competitive Advantage

    1035 Words  | 5 Pages

    While its professional segment products are delivered to wholesale beauty supply distributors, most of its goods under customer segment are distributed to large volume retailers and chain drug stores, such as Walmart, Watson & Co and DrugMart. By strengthening its distribution systems, Revlon has improved its operating efficiency in certain extent. Digital marketing including Social media, television or outdoor and print advertising are some of the tools being used by Revlon currently. Besides, to boost sales, displays and samples, coupons serve as trial incentives for point-of-sale merchandising. By cooperating sales activities and advertising campaigns, Revlon highlights a united image for its portfolio of core brands around the globe.

    Read More

  • Marks And Spencer Market Segmentation Strategies

    1384 Words  | 6 Pages

    BE201 TMA Draft Karim Mahmoud Ghweil Question 1: A. Market segmentation is the process strategy of dividing a product or service for the general or specific groups based on their preferences, style, perceptions, needs, and interests. As Marks & Spencer already segmented its customers in some ways. It used demographic segmentation in which it targeted people with the age of 30 and above and also with relatively good or high income. But why M&S used market segmentation in the first place and how is it beneficial?

    Read More

  • Pros And Cons Of Social Media Analytics

    1261 Words  | 6 Pages

    Social Media Analytics and features It is the process of applying data (both structures as well as unstructured) from social media sites such as twitter, facebook, Google+ and other such sites for better understanding of customer attitude and behavior. It also serve as an effective tool for business and market research and ultimately for business decision making. The large availability of user-generated data and the links between users leads to the dispersion of useful information, opinions and sentiment as well as emergent issues and trends (Leskovec 2011; Agrawal et al. 2011; Nagarajan et al. 2011) and is referred to as ‘Social Media Analytics’.

    Read More

  • The Cause And Causes Of Online Shopping On The Internet

    996 Words  | 4 Pages

    Causes According to Amin & Noor (2013), the E-consumers generally refer to the purchaser of goods and services over electronic systems such as Internet and other computer networks. This new group of consumers is increasing in number over the years as on-line shopping become a trend and manifestation of modern life style. Based from the Paynter & Lim (2001), E-commerce would provide consumers with benefits such as interactive communications, fast delivery, and more customization that would only be available for consumers through online shopping. Product information in the Internet is more compact and it ranges from various sites.

    Read More

  • Impact Of E Commerce On Consumer Behaviour

    1462 Words  | 6 Pages

    Since the beginning of the 1990’s, e-commerce has radically changed consumer behaviour by introducing new retail channels (Ngai and Gunasekaran, 2007). Serious attempts to trade online started to emerge in the mid-1990s wheninnovative, technically savvy companies responded to the opportunities and challenges posed by the internet, to develop sophisticated web sites to serve customers, in their homes (Rayport and Sviokla, 1994). The present retail environment is characterised by new, store and non- store, retailing formats, a wide range of new products, use of new information and communication technologies and consequently, the changing customer needs. Moreover, the dynamic lifestyle conditions of consumers has resulted a change in their personal environment that contributes to a profound change in customer behaviour (Schröder and Zaharia, 2008). Retailing in the 21st century means doing business with customers on their terms (Mathwicket al., 2002).

    Read More

  • Pestle Analysis Of External Factors Affecting Pick N Pay

    3556 Words  | 15 Pages

    Business PESTLE Analysis Task Kieran Kikillus Pick n Pay Person Addressed: Gareth Ackerman, chairman of Pick n Pay Title of Report: Analysis of External Factors Affecting Pick n Pay Terms of Reference The chairman of Pick n Pay, Gareth Ackerman has requested a report which is designed to analyse the macro environment in which the business operates to identify any potential threats, as well as to formulate appropriate strategies to prevent any of these threats from crippling the business unexpectedly.

    Read More

  • Marketing Strategy Of Chanel

    1438 Words  | 6 Pages

    Marketing strategies is a thoughtful analysis of a product and the target market to design a series of strategies focusing on the competencies while ensuring to overcome the weaknesses of the product. The core purpose behind devising marketing strategies for any product is to fulfil the marketing objectives or goals set by the organization for the promotion and sales of a product. Chanel is one of a kind brand which every individual is aware of. A high end line of beauty products particularly their perfumes have made the brand spark in the cosmetic industry. The reasons for such high popularity of the product besides the high quality, is the effective marketing of the product.

    Read More

  • Lifebuoy Marketing Strategy

    1447 Words  | 6 Pages

    MARKETING MIX OF LIFEBUOY PRODUCT: Lifebuoy is a brand of UNILEVER among many other brands, whose main aim looks to promote health and hygiene around the world through different ways such as imparting knowledge, coming up with products that enable the elimination of germs and by making these products reach even the most remote areas. A brand that had started over a century ago for the UK market and has now become the preferred soap brand for mothers and the most favorable soap brand in over 44 countries across the globe. They have been really innovative in coming up with various products which range from soaps to hand sanitizers and soaps, and even to body care products for men and women. For example, lifebuoy has been able to come up with

    Read More

More about Mary Kay Marketing Strategy

Open Document