Mary Kay in India Case Study

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AMW 347E STRATEGIC MARKETING Semester II Academic Session 2012/2013 Assignment – Case Study AMW347E Strategic Marketing Case Study Outline – Mary Kay Pages 1.0 2.0 3.0 4.0 5.0 6.0 Introduction Data Analysis in India Problem Statements Recommendations Conclusion Appendix 3 5 7 9 12 13 2 1.0 Introduction Mary-Kay founded in 1963 by Mary Kay Ash and is one of the largest direct seller of skin care and color cosmetics. Being a direct selling company, Mary Kay operates through recruiting independent sales representatives to market and sell Mary Kay’s product offerings. The company’s brand products are sold in more than 35 markets on 5 continents. As of today, Mary Kay has evolved and diversified its offerings to include spa and body products as well as fragrance. Mary Kay can be regarded as having a vast product width with the multi range of products offered in its direct selling distribution method. However, Mary Kay has yet to tap into the potential of introducing a hair care line under the brand name. Speaking of hair care line, the focus is on India, as Mary Kay India is contemplating in launching a hair care line after the request was forwarded by the general manager for Mary Kay. Mary Kay has been in India for about 6 years, since Sept 2007 and growth opportunities has been identified through analysis by the company as to the potential success in the Indian market. For starters, India’s upper and consuming population is growing immensely and comprise mostly of young and optimistic group whom have blurred the line between luxury and basic items, which will allow easier market penetration by Mary Kay, considerably a luxury brand. In consideration of the request for a hair care line, analyses on the hair care product line opportunity revealed preferences of the Indian community in terms of hair care routines. It was revealed that Indian

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