Submitted by: Submitted by sideminem
Views: 140
Words: 975
Pages: 4
Category: Business and Industry
Date Submitted: 03/24/2014 06:33 AM
Outline
1. Mary Kay Ash 2. About the Company 3. Passion or Pressure 4. Solution
Mary Kay Ash
The Woman Behind the Makeup
After retiring from a successful career in direct sales, Mary Kay decided to write a book about the male dominated business world.
• This book led to her marketing plan in which women could achieve personal and financial success. • 1963- With just a dream and $5,000 Mary Kay Cosmetics began. • Recognized as American’s greatest woman entrepreneur. • Faith first, family second, career third.
Do unto others as you would have them do unto you.”
“
About the Company
Mary Kay in China
• #1 Product sold in China: Whiteners. Fair skin= beauty • #2 Anti wrinkle cream • #3 Anti aging creams
Fun Fact: Makeup is banned in Chinese high schools due to the belief that it causes distractions.
Marketing Strategy- Dual Marketing Concept
Corporate Management
• Plan product and market development • Liberal discount structure • High commission opportunity • Incentives and awards to consultants • Advertising products provides marketing help to consultants
Independent Contractors
• Independent of corporate management • Earnings from retail sales
Marketing Plan
• Direct Selling: the sale of a consumer product or service, person-to-person, away from the fixed retail locations.
– Products are sold primarily through in-home product demonstrations.
• Internet and Mall Kiosks
– Less prevalent though increasing – Mary Kay prefers individual approach
Logistics
• Main manufacturing center in Dallas sends all products to branches by truck. • 5 Statewide Branches: – Texas – Illinois Texas – California – New Jersey – Georgia • Products are delivered directly to consultant’s door. • Consultants deliver products to clients in person to ensure satisfaction.
Customer
Consultant New Jersey
Consultant
California
Georgia
Illinois
Headquarters
Raw Materials
Raw Materials
Raw Materials
S
• Sisterhood Brand...